Strength in Numbers
RenoMark Celebrates 10 Years
By Judy Penz Sheluk
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It’s been a decade since the launch of RenoMark™, and while the executive of the Greater Toronto Home Builders’ Association (now BILD) liked the concept from the get go, no one anticipated the sort of nationwide acceptance the program would ultimately receive.
“The idea was brought to us by our ad agency of record, the Brand Factory,” says Stephen Dupuis, president and CEO, BILD. “In 2001, after some input from our Renovators Council, we introduced RenoMark as a purely local [GTA] program. Almost immediately, other local HBAs started enquiring about it.”
Ironically, RenoMark gained early traction in Western Canada with Calgary, Edmonton, Central Alberta (Red Deer), Saskatoon and Manitoba (Winnipeg) signing on in 2006-2007. Early adopters in Ontario were Durham, Dufferin, Niagara, Ottawa, Peterborough, Elgin-St. Thomas and Windsor. In 2007, the Canadian Home Builders’ Association (CHBA) and Ontario Home Builders’ Association (OHBA) officially endorsed RenoMark.
The CHBA and OHBA endorsements spawned the next wave of growth with Greater Vancouver and Regina coming aboard, followed quickly by Ottawa, Hamilton-Halton, London, Waterloo and Greater Barrie. Last year, RenoMark broke through in the Atlantic Provinces with New Brunswick signing on with four locals under its umbrella (five including PEI). This year, Nova Scotia signed on with Central Nova HBA currently gearing up for a launch during Renovation Month.
How It Works
RenoMark has grown to more than 30 locals across Canada. In fact, very few locals of any size have not adopted RenoMark (NFLD is the current exception). “Locals have adopted RenoMark for one of two reasons: because they want to grow their renovator membership base or because they want to add value to help retain their existing base,” says Dupuis.
RenoMark can best be defined as a non-profit franchise model: BILD holds the master licence and sub-licences to each local, and all locals have a sub-licence with each of their participating contractors. BILD also creates each local RenoMark website according to a template, although a quick review of any RenoMark website shows a number of variations, based upon local differences, such as sponsors, events, and other initiatives. The cost to the local is $50 per member per year; some locals pass on the cost, others offer RenoMark as a value-add. Under the Code of Conduct, the contractor commits to carrying a minimum $2M in liability insurance.
Marketing the Brand
Each HBA is responsible for marketing of their RenoMark program. “At BILD, we have integrated our Reno Awards into our Home Show feature called Destination Renovation, and this has worked very well for us, as has separating the awards from the main builder awards,” said Dupuis. “Those that have Home Shows go that route. Some do Parades of Renos. Some do seminars. Everybody is doing something different based on their local strengths. We all do public relations.”
Some initiatives are in the early stages, like the Greater Vancouver Home Builders’ Association’s (GVHBA) second annual renOVATION Awards Gala; others, like the Association’s18th annual Parade of Renovated Homes, are focusing on the growing RenoMark brand.
“Both popular renovation activities are presented by FortisBC,” says Peter Simpson, president and CEO, GVHBA. “This year’s gala was attended by more than 200 members and guests; certainly it was viewed by our Renovation Council as a successful event. We presented awards in 26 categories, including best condo, green, accessible and heritage renovations, as well as two RenoMark Renovator of the Year distinctions.”
Donna Moore, Chief Executive Officer, CHBA – Calgary Region, is equally enthusiastic about CHBA – Calgary’s RENOMARK Renovation Tours. “They have proven to be a great testament to the quality of relationship forged between a RenoMark renovator and their client. When the homeowner is willing to hand over the house keys and proudly allow Calgarians to come see the results for themselves, you know it has been a successful partnership.”
One HBA has even expanded upon the Renovation Parade theme. The past year, the Manitoba Home Builders’ Association (MHBA) RenoMark Renovation Parade shifted focus from a one-day open visitation of six or seven projects, to a Video Parade that will be posted on their website, and available for viewing, for an entire year.
“Nine of our renovators created videos under four minutes that enabled them to show and discuss a particular project,” said Mike Moore, president, MHBA. “These ranged from kitchens to bathrooms to whole house. A local digital media firm shot and edited the videos which are being used both on the MHBA site and the individual renovators’ sites. Initial reaction has been very positive with each receiving thousands of hits in only a few months. Plans are in place to expand upon the number offered this fall.”
The Future Is Bright
Currently, there are about 800 Reno-Mark contractors across Canada—an amazing success story in just 10 years. But while the expansion of RenoMark has been nothing short of remarkable, the future growth of the program will not be in adding locals, but in the participating locals attracting new members.
“The next 10 years will be about taking RenoMark to the next level,” says Dupuis. “For example, RenoMark is now a standing report at the Canadian Renovators Council meetings…it’s a great way to keep the profile up.”