Growth opportunities in a down economy

The National Frame Building Association’s primary goal is to grow the post-frame market. That is why we are pouring the association’s resources into a marketing program to grow the entire post-frame industry.  Your success in business is key to NFBA’s success.

The construction-related economy has been on the rocks for a while now.  Although many businesspeople look first to trim budgets for marketing, experts agree this is a bad move that can exasperate poor sales and profitability. 

Those who commit to NFBA membership are investing not only in their industry, but in sound marketing dollars for their own companies.  NFBA dues are not only a voluntary tax-deductible contribution that helps our industry remain viable and supports your membership benefits and services; dues constitute a marketing investment that pays a dividend in business referrals.

Membership is a good value for the leads we get from people who come to the NFBA web site specifically looking for a post-frame builder.  If just one of those leads becomes a sale, our company’s membership pays for itself. Your potential customers are trolling NFBA’s “Find a Builder,” “Find a Supplier” and “Find a Designer” online business referral pages, where they will find you as a member in good standing.  If nothing else, think of your membership as an investment that  helps your business grow. 

In this sluggish economy, keep an eye out for opportunities you will not see in typical times. Also, be visible for those who are looking for bargains themselves right now. NFBA’s Post-Frame Market Initiative (PFMI) is educating people on post-frame’s financial and other advantages, and driving people to our new online business referral pages.

More and more people are discovering the unparalleled value offered by post-frame construction. Our construction method offers advantages in terms of financial economy and building energy efficiency over the long-term. As Prof. David Bohnhoff of the University of Wisconsin-Madison often says, “Post-frame is as ‘green’ as it gets.…”  Anyone who has been paying attention to building marketing trends knows that “green buildings” are the hottest thing ever to hit the construction market.

Our Post-Frame Market Initiative,  now under way, is a $1 million project to market and grow the post-frame industry.  We have a new web site specifically to educate architects, engineers, specifiers, project developers and others who are industry “gatekeepers” about the advantages of post-frame.

We have Internet keyword “search engine” directing traffic to the new site, as well as to the main site.  We are sending direct-mailers to “gatekeepers” essential to growing our market, and new ads are now appearing in design and construction-related magazines. We are signing up “gatekeepers” for a special e-newsletter just for them.  NFBA members benefit directly from the business leads the program now generates. 

You can also benefit your company’s bottom line by improving yourself and your crew at our annual convention and trade show, Frame Building Expo, in Nashville, Tenn., Feb. 25-27, 2009.  Our host facility, Gaylord Opryland Resort and Convention Center, is a great getaway destination where you’ll enjoy our educational programs, trade show and fun for the family as well. The Expo will feature the best programming anywhere, and exhibitors of special interest to you. 

Please carefully consider joining NFBA or renewing your membership if you’re already a member.  As a member you benefit directly with business referrals you won’t otherwise get.  You’ll be rewarded with growth for your company by helping NFBA grow your industry.

Steve Eversole is president of Eversole Builders in Lancaster, Ohio.

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