Super 7 Group
Building in Quality from Kitchens to Cabanas
By Judy Penz Sheluk, Photo by Erinn Teeuwen
A Toronto-based remodelling, construction, landscaping, and design company, the award winning Super 7 Group has been serving the GTA for over 20 years. Interior projects cover the gambit, ranging from kitchen and bathroom renovations, to basement renos and recreation rooms…but the company doesn’t stop there. It also specializes in outdoor landscaping, everything from decks and patios to gardens and driveways. We managed to catch up with the company’s founder, Lorenzo Marchelletta. Despite a more than full workload, he took the time to answer our questions with an equal measure of intellect and humour.
Home BUILDER Magazine: Tell me a bit about your first projects vs. today. How have things changed in 20 years in the renovation industry?
Lorenzo Marchelletta: Almost everything has changed. The price of a sheet of drywall was $3.20 when I first started, now it’s almost $12. I used to do large volumes of pressure treated fences for new subdivisions. At the time the going rate was $19.00/lin ft., installed. Now the price is around $24.00/lin ft., installed. That’s an increase of about 26 per cent. That may sound like a lot, until you consider that the price of lumber alone has gone up almost 40 per cent.
HBM: Why do you think the gap is widening?
LM: Newcomers to the business often believe that the best way to get the job is to do it cheaper than their competition. Once they realize they are losing money, they cut corners to compensate and the end result is shabby work and an unhappy customer who thinks that all contractors are con artists. It’s a vicious cycle.
HBM: How much impact has the HST had on your business?
LM: It’s made it harder for reputable companies that won’t work for cash. Combine that with the newbie’s cut-rate costs, and it’s tough to compete with the “curbsiders”. TV shows and DIY stores are only making the competition portion of business worse. Just because someone has a drill and a truck, doesn’t make them a contractor. You wouldn’t believe how many times I have gone to price a job, only to be told by the customer that they’ve decided to hire a firefighter…not just because it was less expensive, but because they felt at ease with “someone who saves lives for a living” building their basement!
HBM: Your website offers a Plan it Green alternative – described as “a philosophy dedicated to sustainable planning and green design.” Are consumers willing to pay more for green renovations?
LM: The philosophy is only five years old. And yes, it is a difficult sale. Within the company, we always separate waste, and recycle all we can. It doesn’t cost us more, but it is a bit more work. We use it as a sales tool, and customers do feel good about it. But, customers do not like spending more on green initiatives, although items like insulation upgrades are an easy sale. Immediate savings on heat loss always seem to be on the priority list, vs. something like solar panels.
HBM: You’re a member of BILD. When did you join, why, and what are the benefits?
LM: I actually joined BILD after reading an article in the Toronto Star. I thought it sounded like a fantastic organization. It turned out that many of the sub trades that I used [when I first started out] were already members. They saw my proposal to join, called me up, and we reconnected and started working together again.
The benefits are tangible and intangible: surround yourself with professionals and everything else falls into place — that’s what relationships are all about. In fact, BILD is sort of like Facebook…someone make a movie already…
HBM: You’re also a member of RenoMark. How important is this sort of designation for today’s renovator?
LM: We have been a RenoMark member since 2005 and it is absolutely the best money I have ever spent. Many of our customer inquiries come from the RenoMark website. Despite all previous talk about hiring curbsiders, there are people who want to deal with professionals. And I have yet to be asked to waive the HST when someone has found us through RenoMark.
HBM: How important are government funded initiatives? What sort of initiatives do you think would offer the greatest assistance to consumer and renovator?
LM: Honestly, I never saw any big waves of interest for government initiatives. Most of our clients do remodels because they need and want them done. If there are a few dollars they can get back, well, that was a bonus.
I think an initiative of saving the HST if you hire a reputable, licensed contractor would be more successful. After all, we pay HST on supplies and subcontractors. We put people to work, who then pay income tax. We pay for permits and other related fees. How many people need to get a piece of the same pie?