Rather than temporarily repairing rotted wood or faded vinyl siding, remodelers across the country are partnering with James Hardie® Building Products to offer customers a long-lasting solution — re-siding with James Hardie siding products. Added reassurance lies in the fact that James Hardie siding has provided a durable, low-maintenance alternative to wood and vinyl siding for over 2.5 million homes across the U.S.

James Hardie's commitment to the remodeling market is evident in the company's recent enhancements to its HardiAdvantage Alliance Preferred Remodeler Program. Direct-mail pieces, pitch books and advertisements have been tailor-made to help remodelers differentiate themselves and increase awareness by aligning themselves with James Hardie's national brand, one voted "Most Preferred" and "Most Used" by Professional Remodeler's brand-usage study.

Colorado
Steve Paul, president of SPCS in Aurora, Colo., has been repairing townhomes and condominiums since 1993. "For years, I've seen buildings only 15 to 20 years old with siding in horrible shape," says Paul. "I felt like customers were throwing their money away on repairs, so I started investigating a long-term alternative."

He found that the formulation and dimensional stability of James Hardie siding products could withstand Denver's moisture and extreme temperatures. He also realized that marketing a long-term solution provided an opportunity to compete with installers of vinyl and steel.

"I started promoting HardiePlank® to customers with hardboard ready for a paint cycle," says Paul. "I'd suggest that they'd be better off replacing the deteriorating hardboard with James Hardie siding rather than just repainting it."

When working with vinyl re-sides, he points out, the initial cost of re-siding with vinyl may be less, but down the road customers will have to re-side because of damage or because the appearance will have drastically declined. "It's clear that investing in James Hardie siding is the smarter investment," says Paul.

Paul recently enrolled in the Preferred Remodeler program for its credibility. "I want to be known as the contractor of choice in the metro Denver area for re-siding condos and townhomes."

The Homeowners Association for Harrison Court, a townhome community in historic downtown Denver, refused to replace their damaged cedar siding with vinyl for fear it would lessen the look of the buildings. After SPCS declined their request to repair the damaged areas only, they researched his suggestion to re-side with James Hardie siding and went forward with it.

Arizona
Jeromy Slater of Wasatch Property Management in Tucson, Ariz., is managing a $1.9 million renovation of the Eastside Apartment Community, which had deteriorated hardboard siding.

With record rainfall in Tucson last year, Eastside Apartments' hardboard siding deteriorated, causing extensive water damage. HardiePlank provides a low-maintenance, moisture-resistant solution.

"Tucson had seven times its normal rainfall last year," says Slater. "The moisture exposure caused the siding to fail, creating extensive water damage."

Wasatch researched alternatives that would withstand Arizona's heat and moisture and chose James Hardie siding because it's known for withstanding severe weather.

The community is being re-sided with HardiePlank lap siding and HardieTrim trim board around the corners and windows. While the crew was new to using the products, they've found it very easy to work with. "Initially it took a little time to get used to them," adds Slater, "but workability and installation is very easy. Plus, it's factory-straight without rough edges, so you get a cleaner, straighter look."

Minneapolis
Allan Breidenbach, the first Preferred Remodeler in Minnesota, used to re-side with vinyl but now uses James Hardie siding on 90% of Rum River Lumber's re-siding jobs. "With Hardie, I have more designs to offer, and it increases the home's value with a more expensive-looking exterior than vinyl," says Breidenbach, general manager of installed sales. "Plus, homeowners love the fact they can paint it any color they want."

Breidenbach capitalizes on the leads the Preferred Remodeler program generates and utilizes the training materials and literature to help train his crews.

Pittsburgh
Despite Salerno & Son's recent introduction to James Hardie siding products, Mike Salerno has become a mentor of sorts for fellow Pittsburgh remodelers new to the products. An experienced carpenter, Salerno primarily replaces cedar and aluminum siding. "I used to do all types of remodeling, including kitchens and room additions," says Salerno. "Now I'm fully booked with Hardie jobs."

Although he only recently enrolled in the Preferred Remodeler program, Salerno will be using Co-op funds for Yellow Pages ads, already uses James Hardie literature, has received Web site leads and is in the process of labeling his company trucks with James Hardie logos.

Atlanta
Roone Unger, president of Exovations in Atlanta, has been using James Hardie siding products for two years. He says this partnership has resulted in a substantial increase in his business as well as the price range of the homes he works on.

"James Hardie does a great job marketing its product to new construction and homeowners," says Unger. "In Atlanta, we've seen a significant share of the vinyl market go to fiber-cement siding. And James Hardie is the preferred brand because of the name recognition and proven performance."

Exovations has been a member of the Preferred Remodeler program since its inception and uses it to help fund radio advertising and a direct-mail campaign. Unger also has turned many Web site leads into projects.

For more infomation
For more information on James Hardie siding products or the Preferred Remodeler program, call (888) JHARDIE.