Building a Business on Referrals

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					 NA HB R EMODELER OF THE MONTH




     Building a Business on Referrals
     New York remodeler uses partnerships and referrals to become a success
     By Jon Minnick

               ay Tovey, CGP, CAPS,                            The big change for Tovey’s         continues to strive toward virtu-

       J       president of Jay P. Tovey
               Co. Inc., Rochester, N.Y.,
                                                           business was attending a semi-
                                                           nar on the 10 Best Business
                                                                                                  ally perfect work to keep the work
                                                                                                  coming in. One of the ways he
     just had a year of 100 percent                        Practices where the 2008 NAHBR         has found customers the last few
     referrals. Not one of those jobs was                  Remodeler of the Year, Jeff Hunt       years is through partnerships with
     bid. More amazingly for Tovey                         mentioned tracking leads with a        local trades. Tovey has found that
     was that he was also able to put                      spreadsheet. Getting a copy of this,   doing smaller or less appealing jobs
     into place all the necessary busi-                    Tovey was able to determine the        for local trades have lead to bigger
     ness components to retain a 100                       source of his work and which ones      jobs. For instance, in partnering
     percent client satisfaction rate                      were paying off and which ones         with a local granite fabricator,
     amongst those jobs, making him                        weren’t.                               Tovey’s team may get demolition
                                                                                                                                             Jay P. Tovey, CGP, CAPS
     the April NAHB Remodeler of the                           “I used a variation of this        work for an existing counter. This
     Month.                                                sheet and what I found out was         project then usually leads to tiling
         Starting out with a nail sack,                    that around $1 million of our          a backsplash or a new bathroom         and is looking to conduct a few
     Tovey admits that running his                         referrals were from trade partners,    with the same homeowner.               seminars of his own there.
     business was something that has                       vendors and the people who see             “It has just been miraculous for       “There are a lot of misnomers
     been acquired over time. In his                       and know the operation of our          us, because something a remodeler      about hiring a remodeler and
     early years it was more like a                        business,” adds Tovey. “I take that    may turn down as tedious while         straightening some of that out is
     School of Hard Knocks, but now                        as the highest compliment. These       looking for $100,000 to $200,000       going to be my mission,” explains
     he has a company with a lot of                        people know our level of quality,      jobs has led to the $100,000 to        Tovey. “I want to educate the con-
     perfected systems. Tovey says, “I                     they know what we do for our cli-      $200,000 jobs for us,” explains        sumer; emphasizing what it is like
     have been focusing more on doing                      ents, and they know how we treat       Tovey. “We’re on the short list for    to hire a contractor and to utilize
     better in business, learning more                     our partners. Those are the ones       some of the tile vendors, mean-        some of my expertise and knowl-
     and being more professional. It’s                     that generated most of the work        ing if they have a client who is       edge of green building and aging-
     invaluable the education I get from                   we did.”                               looking for someone to do a tiled      in-place that I’ve acquired mostly
     not only the seminars and shows,                          Tovey’s business has grown         backsplash we take it because it       through the NAHB.”
     but also my colleagues I’ve met                       so
				
DOCUMENT INFO
Description: It has just been miraculous for us, because something a remodeler may turn down as tedious while looking for $100,000 to $200,000 jobs has led to the $100,000 to $200,000 jobs for us," explains [Jay Tovey]. "We're on the short list for some of the tile vendors, meaning if they have a client who is looking for someone to do a tiled backsplash we take it because it usually leads to a bigger project.
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