Mike Loughery

Mike Loughery is Director, Corporate Marketing Communications for CertainTeed Corporation

In the first month of homebuilding, my true love gave to me, a piece of land overlooking a scenic ravine.

In the second month of homebuilding, my true love gave to me, an awesome set of architect house plan drawings.

In the third month of homebuilding, my true love gave to me, a Form-A-Drain™ 3-in-1 Foundation footing system for drainage ease.

In the fourth month of homebuilding, my true love gave to me, a high quality, two-story wood framed home built to please.

In the fifth month of homebuilding, my true love gave to me, CertaWrap™ weather-resistant barrier and Cedar Impressions® Polymer Shake Siding in ivy green.

In the sixth month of homebuilding, my true love gave to me, thermally efficient Optima® blown-in wall insulation and Air Renew™ drywall to rid me of those VOCs.

In the seventh month of homebuilding, my true love gave to me, Ecophon® Focus Ds acoustic ceiling tiles for my media room and a 70-inch big screen TV.

In the eighth month of homebuilding, my true love gave to me, a well-insulated attic filled with InsuSafe® SP.

In the ninth month of homebuilding, my true love gave to me, a roof featuring Landmark Solaris™ solar reflective shingles complemented with Apollo Solar Roofing® to make my own energy;

In the 10^th month of homebuilding, my true love gave to me, an EverNew® LT Deck and a yard surrounded by a Chesterfield Vinyl Fence for privacy.

In the 11^th month of homebuilding, my true love gave to me;  Restoration Millwork Trim® to finish our dream; an EverNew LT Deck and a yard surrounded by a Chesterfield Vinyl Fencefor privacy; a roof featuring Landmark Solaris solar reflective shingles and complemented with Apollo Solar Roofing to make my own energy; a well-insulated attic filled with InsuSafe SP; Ecophon Focus D acoustic ceiling tiles for my media room and a 70-inch big screen TV; thermally efficient Optima blown-in wall insulation and Air Renew drywall to rid me of those VOC’s; CertaWrap weather-resistant barrier and Cedar Impressions Polymer Shake Siding in ivy green; a high quality, two-story wood framed home built to please; a Form-A-Drain 3-in-1 Foundation footing system for drainage ease; an awesome set of architect house plan drawings; and a piece of land overlooking a scenic ravine.

In the 12^th month of homebuilding, my true love gave to me:  the keys to a brand new dream home built with CertainTeed….

Happy Holidays from all of your friends at CertainTeed!

Last year, I surveyed architects and designers to identify the changes they are undergoing and what methods of information delivery best suited their current process of specifying products for their projects. One of the items that piqued my interest was that 80 percent of architects start their search for product information on the web. 

The need for printed resources such as the “3-ring architect binder” has changed significantly from what it once was; hard-copy binders used to be the primary source for architects seeking product information, installation instructions, technical data, code approvals, and occasionally a bit of inspiration.  More recently, changes in technology combined with the more rapid pace with which products are developed and brought to market have made the internet a natural place to house these types of information.

With the shrinking market in the build community, there is also the reality that many architects have abandoned larger offices for small spaces or home offices.  Some may also have limited access to junior architects or interns to research products and need tools that save them time and resources.  Design professionals in these situations do not have room for large, binder driven libraries.

As a response to these changes, the siding section of the CertainTeed website now has a digital architect binder with product information and specification documents for siding, house wrap, fence, rail, deck and trim products laid out just as they would be found in the traditional 3-ring binder.  The information is easy to find, always current, available 24/7, and does not take up valuable office workspace.

Now that is what I call working smarter.

Vinyl siding has long been viewed by some as a product assumed to not be environmentally friendly.  Well, I am here to tell you that following a very long and tedious process of conducting what is called a Life Cycle Assessment (LCA) on CertainTeed’s vinyl siding products that vinyl siding is GREEN!  Based on all the elements that go into the LCA such as raw materials, transportation, production, and installation vinyl siding clearly leads the way in sustainability. CertainTeed’s vinyl siding LCA has been accepted by the National Institute of Standards and Technology (NIST) through the Building for Economic and Environmental Sustainability (BEES) program which is a leader in the credentialing of LCAs.

The LCA provides full public transparency and ensures that manufactures are not engaging in green washing.

The LCA is an analytical tool used to quantify and interpret the flows to-and-from the environment over the entire life cycle of a product, process or service.  It is also referred to as cradle-to-grave analysis. The goal of the LCA is to compare the full range of environmental effects assignable to products and services in order to improve processes, support policy and provide a sound basis for informed decisions.

The term ‘life cycle’ refers to the notion that a fair, holistic assessment requires the assessment of raw material production, manufacture, distribution, use and disposal including all intervening transportation steps necessary or caused by the product’s existence.

Our first step was to create LCA’s for all of our vinyl siding lines.  In all cases, our vinyl siding outperforms alternative cladding products such as brick, stucco, Dryvit Outsulation and even cedar in all of the environmental impact calculations identified in the BEES methodology.

CertainTeed is committed to product stewardship and the LCA, as well as the entire process to complete the LCA because it provides us with information to continue to improve processes to reduce their environmental impact.

CertainTeed will continue the LCA process on all of our siding product lines as a firm commitment to our mission in sustainability.

Myron Ferguson clinic on drywall finishing

Why on a sunny, cool, dry, Rhode Island day would nearly 6,000 residential construction professionals from all over New England – and beyond – take a couple of days off, after the most brutal winter in New England history, to attend a trade show?

Why would manufacturers from all over the country flock to Providence, Rhode Island to exhibit at this trade event and why is there a higher demand for exhibit space at this show than the capacity to exhibit?

Why is this show one of the few trade events in the last three for four years to have growth as a problem?

Why? Because JLC Live, presented by The Journal of Light Construction, Remodeling, and Tools of the Trade magazines published by Hanley Wood delivers one of the highest trade show values – pound for pound, dollar for dollar – in the industry!

This show’s attendance increased by nearly 10 percent from 2010 to 2011 and the exhibitor participation increased by 15 percent.  This is extraordinary in a down economy!

Today, building technology is changing at a rapid rate. The beauty of JLC Live is the marriage of the practical side with the science/theory side attracting installers, applicators and remodelers who are eager not only to see the latest products but who want to see the science/theory and best practice applications in action by attending hands-on clinics.

Two examples of the show’s clinics supported by CertainTeed (both packed) were:

• Drywall Trade Secrets – Gypsum drywall finishing clinic conducted by Myron Ferguson, Building Specialist, demonstrating best practices of drywall installation and finishing using a new gypsum product, AirRenew™ that removes volatile organic compounds (VOC’s) from the air improving the indoor air quality.
• Home Performance Solutions – Bill Robinson, Building Specialist discussed the opportunities of bringing energy efficiency to older homes.  The retrofit market will continue to grow as homeowners seek to improve the efficiencies of their building envelop. It is expected that, over the coming years, the remodeling market will grow by an annual rate of 3.5 percent.

From CertainTeed’s perspective, the benefit of an event like this is that the attendees are so excited by what they see and learn they will leave the event and go out and buy building products.  The impact is that quick.  In this economy the construction industry is a highly competitive place. Contractors and remodelers knowing they need to differentiate themselves waste no time in adding new ‘tools’ to their toolbox.

At a time when we are not ‘out of the woods’ as an industry,  it is obvious that building professionals find this show a significant value proposition making it well worth their time and resources.

If you were at JLC Live, let me know what you thought of the event.

Eric Nilsson

Eric Nilsson is Vice President, Corporate Marketing for CertainTeed Corporation

Brian Kirn

When it is time to select an exterior cladding for a home, whether new construction or remodeling, having factual, objective information can help you make an informed decision.  All manufacturers have colorful brochures with glamour shots of homes but we recently found out that our customers wanted something more.

CertainTeed conducts many feedback programs with both contractors and homeowners and the number one request we consistently hear is the need for an educational brochure about vinyl siding.  Given the popularity of vinyl siding, that made perfect sense.

CertainTeed answered that request with our new Vinyl Siding Redefined brochure.  Since exterior cladding remains on a home for a long time, it’s crucial for homeowners to do their ‘homework’ before making so large an investment.  Understanding the comparisons between vinyl and other claddings with regard to cost, maintenance, warranty and aesthetics is critical to making a sound decision about your home, or, if you’re a contractor, in counseling your customers about the product that is best for them.

Today’s vinyl siding is not the same product that first emerged as a replacement for aluminum siding.  It is true that when vinyl siding first appeared in the marketplace the industry experienced some growing pains but, for the most part there were two key reasons why these occurred.  First, installers put the product on the homes using the same methods as they did for aluminum siding. This did not allow the product the needed room to expand and contract with temperature changes, and consequently product failures resulted.  Also, early versions of vinyl siding colors often experienced fading over time due to the lack of fade inhibitors that are routinely used today.   

Needless to say, these early growing pains have long been resolved and vinyl siding has, for sometime, been the number one choice among homeowners for exterior cladding. But despite this, there remain  many misconceptions about vinyl siding – it’s composition, it’s sustainability and life cycle benefits, it’s warranty coverage and it’s cost savings. That is why we produced Vinyl Siding Redefined – to set the record straight.

Brian Kirn is Marketing Manager, Siding Products Group for CertainTeed Corporation

Drew Brandt

As we know, independence has always been very important to Americans.  Advances in healthcare enable today’s seniors to enjoy longer, more productive lives and many are choosing to live independently for as long as possible. An American Association of Retired People (AARP) survey indicates that 83 percent of older Americans prefer to “age in place.”

The Journal of Housing for the Elderly defines this as “not having to move from one’s present residence in order to secure necessary support services in response to changing needs.” 

The Aging in Place movement is a growing trend in the housing industry especially as Baby Boomers approach retirement age.  Active adults desire to remain in their homes and while they want their homes to look good, they don’t want to be constrained by maintenance concerns or the high cost of up-keep.

The 2010 Brand Use Study conducted by Hanley Wood, a research and publishing company for the building industry, indicated that nearly 50 percent of aging Americans wish to make modifications to their homes that will reduce its maintenance requirements.

As an outgrowth of this movement, building and design professionals have seen an increase in demand throughout the retired homeowner market for low-maintenance building materials. High on the list of these materials are vinyl, polymer and cellular PVC exterior siding and trim products.  And, while low maintenance is key, ever improving technologies have enabled impressive aesthetic advances for these products, resulting in incredibly realistic appearances.    

Maintaining independence for older Americans will continue to be a high priority as more Baby Boomers reach retirement. Quality materials that look great but require minimal maintenance and help protect a home’s value will encourage more independent Americans to age in place.

Drew Brandt, LEED AP, CGP is Director of Product Marketing, CertainTeed  Siding Products Group

Matt Gibson

As I work with contractors across the country, I am continually surprised at how many of them are not actively engaged with online marketing tools. 

As social media gains a foothold with audiences of all ages, building professionals who are not marketing through a website,  or social networking page (such as Facebook), or posting videos of completed projects on YouTube, or posting articles and comments on a blog could be missing out on potential leads. The internet can be a significant, cost-effective lead generator that cannot be ignored by building professionals.

While direct mail and advertisements in local publications still have value, it is now becoming mandatory to have a website.  When a trusted referral is not available, consumers are now embracing the internet for research, and as consumers continue to expand their internet use the need to be accessible to them through multiple online avenues will become increasingly important.

Wayne Hollier from Hollier’s Home Improvement, one of our CertainTeed 5-Star Contractors, recently decided that he needed to have a website but wasn’t sure how to begin.  I connected him to a program called WebCheck™ that we offer to our credentialed contractor. WebCheck provides assistance in setting up a new website and, once completed, is easy for the contractor to take over, maintain and update. Wayne needed to provide specific information to set-up the basic framework but by utilizing this program his website was crafted to include keywords for search engine optimization of his website.  This added visibility has been a positive factor in expanding his lead generation efforts.

There are many tools available that are very user friendly to help you create a simple but effective website.  Don’t miss out on the opportunity to reach a new audience for your services; make an online presence for your business a priority in your marketing plan.

Matt Gibson is Manager, Contractor Programs for CertainTeed Siding Products Group

Lucas Hamilton

Last week the United States House of Representatives passed the HomeStar bill which authorizes $5.7 billion over two years for energy efficient upgrades to homes.  The bill will now be reviewed by the Senate.  The bill has two parts:  The Silver Star program provides up-front rebates of up to $3,000 for specific energy-efficient improvements in home such as energy efficient appliances, duct sealing, insulation, or new windows or doors.  The Gold Star programs provides up to $8,000 to people who conduct an energy audit and implement steps to cut energy use in their homes by more than 20 percent.

But one of the biggest changes within the HomeStar program is the recognition of the contribution of insulated siding to the energy efficiency of buildings.  When we talk about the weatherization programs we are talking about adding insulation to existing buildings.  The most difficult place to add insulation is on the side walls. Insulation is, traditionally, between the framing cavity between the studs – between the sheathing and interior drywall.  Sometimes it isn’t even possible to add insulation to these cavities post construction. Also, it doesn’t account for framing. This is the big issue encountered even with new construction, getting the whole wall insulation value as high as possible to improve the all over performance of the system – the studs, the cavities, the framing, and the floor lines.  When insulation is added between two studs, on the best given day, it only insulates 75 percent of the wall because framing accounts for 25 percent of the wall.

When insulated siding is used on a building it not only increases the insulation value it covers up the framing on the outside which cuts down on the thermal bypasses and improves the overall whole wall R value which is very difficult to do.

Hats off to the Home Star program and the Federal government for recognizing the significant contribution that insulated sidings can make towards the overall performance of the building.

Lucas Hamilton is Manager, Building Science Applications at CertainTeed Corporation

Matt Gibson

While attending a proDialog contractor focus group in Denver earlier this year, the contractors were in heavy discussions about the new EPA Lead Renovation, Repair, and Painting Rule (RRP) and the certification program which takes effect April 22.  I had first heard of the issue 6 months earlier and had dismissed it, thinking that it did not apply to the type of work that our contractors perform.  The excitement of the attendees at the Denver proDialog meeting prompted me to revisit the policy and enroll in a local training class for contractors to learn lead-safe work practices.  The class experience and the implications for the renovation industry were eye-opening, to say the least.

Beginning April 22, when a contractor is quoting work to be performed on homes, child care facilities and schools built prior to 1978, they are required to test the work surfaces for lead paint.  If testing shows the presence of lead paint, an informational brochure entitled Renovate Right: Important Lead Hazard Information for Families, Child Care Providers, and Schools outlining the practices and procedures required during the work needs to be provided to the property owners to review and sign before the work can begin.  Currently the homeowner can potentially opt out of the required work practices if they meet certain conditions. There are very stringent requirements in the policy that outline practices to be taken before, during and after work is to be performed. These requirements apply to both interior and exterior projects, and can significantly increase the labor and material costs of a project.

Over the last three months, I have seen an increase in the awareness level regarding this issue, but there are still many contractors and installers who may be at risk because of lack of awareness. This is a mandatory policy affecting contractors performing renovation work on homes built prior to 1978. Contractors and remodelers need to be aware of this policy because it may pose adverse health risks to the contractor and building occupants and the penalties for non-compliance can be costly to both the company and the individual performing the contracting work, and can include jail time.

For some contractors they see this as a way to get out ahead of their competition by signing-up early but for others, they prefer to take a “wait and see” attitude.  One contractor in Colorado who is very well versed in this policy said he planned to avoid contracting jobs on homes built prior to 1978 for at least six months after the policy goes into effect to see what types of legal actions arise.

This policy has really hit home with our siding contractors because it directly affects work with replacement windows. While both interior and exterior work have square footage minimums that need to be met prior to implementing the procedures, all window replacement work undertaken requires compliance with this policy. While our industry as a whole has suffered in the last few years, the Energy Tax Credit has been critical in driving the sale of replacement of windows to improve energy efficiency.  The contractors I have spoken with recently agreed the impact of this policy will increase the prices charged for replacement window installation, potentially by as much as 30 percent.

While we applaud the efforts that the EPA has made in writing this policy, we encourage them to continue to evaluate and refine it further. Many industry experts that I have spoken with agree that there are elements of the policy that are inconsistent or unclear and could use further clarification.

As a building materials manufacturer, we urge building professionals to understand and comply with this new ruling.  We will be following this issue so watch for future posts.

Matt Gibson is Manager, Contractor Programs for CertainTeed Siding Products Group

Drew Brandt

It has long been a challenge in the building community to identify a cladding product that can be recycled. You can’t recycle brick or wood that has been painted. Aluminum siding can be recycled, but there is not much demand for aluminum siding these days. Vinyl siding is the only cladding product that can be recycled multiple times into new vinyl siding.

As consumers, not only do we need to understand what can be recycled but we need to know where the product is in its life cycle, because many products can’t continue to be recycled into equal quality products. For example, we all recycle plastic bottles but plastic bottles rarely get recycled into plastic bottles, they are typically downcycled into a lower quality product that will eventually be disposed of in a landfill.

In response to market demand for a sustainable vinyl siding product we created a “closed loop” (cradle to cradle) program that enables our CedarBoards™ Insulated siding product to be manufactured with 60 percent recycled content that includes post-consumer vinyl siding (tearoffs and construction scrap).

Using our distributors around the country, we developed a partnership with recyclers who leave bins at our partner distributors.  Contractors can bring old vinyl siding and scraps to the distributors.  This eliminates the tipping fees that the contractor would pay at the landfill.  The scraps and old vinyl are recycled to our specifications and we buy it back from the recyclers.  It’s a win-win-win-win situation.  The contractor can promote that he is recycling materials and he saves on fees. The distributor can sell the fact that he is “green” and has established this program for contractors which gains visibility with potential customers. The recycler has a committed, paying customer for the recycled product, and we are able to bring to market a sustainable vinyl siding product.  This is one way we can control the waste stream.

A plastic product is the best course for our sustainable future because it enables us to have that constant closed loop process.  Since we have already put all the resources into the product the following manufacturing process has minimal environmental impact.  By recycling and re-manufacturing, we are not further depleting natural resources, but are reducing energy consumption and our carbon footprint.

We will be providing life-cycle information on the CedarBoards products later in the year that will illustrate the life-cycle benefits based on science for these products.

Sustainability is not only about the product’s environmental performance, it also includes resource management. Manufacturers need to be developing products that the masses can afford that are environmentally sustainable.

Drew Brandt, LEED AP, CGP is Director of Marketing – New Product Development for CertainTeed Vinyl Siding