Caleb Krugman, Author at Lumbermen's Inc. Building Materials Distributor & Manufacturer

Jack Sims – Custom Door Builder, Door Division

October 6th, 2025 by Caleb Krugman

Experience is a valuable resource, and whether it is utilized in the custom building of a door, or imparted through mentorship of a colleague, Jack Sims is a wealth of knowledge for the Door production team.

For many across Lumbermen’s, the Door Division would not feel the same without “Jack’s Shop.” That’s the space on the production floor where Jack Sims has spent more than a decade applying his deep technical expertise, mentoring teammates, and keeping work moving smoothly.

Jack has been in the industry since he was 17 years old, and joined Lumbermen’s over a decade ago, now serving as a Custom Door Builder on the production floor. Known for being extremely technical, helpful, and patient, he has become a go-to resource for solving challenges and training the next generation of employee-owners.

In describing his work, Jack says: “Cladding, cut down screens, impression storm doors. Carpentry skills for building things the shop needs—door repairs also.”

But for Jack, the true satisfaction comes from teaching and mentoring: “I like training new people, sharing my knowledge, and seeing them succeed. One of my favorite processes is to show someone why we do a certain process and not just how it needs to be done. Also sharing company information with new employee owners.”

Jack recently shared that he plans to retire in 2026. While it will be difficult to imagine the shop without his steady leadership, he has certainly earned the opportunity after a lifetime of hard work. The good news is that he plans to return part-time to keep his skills sharp—and will even be working alongside his wife, who is also part of the Door Division.

In describing his work, Jack says:
“Cladding, cut down screens, impression storm doors. Carpentry skills for building things the shop needs—door repairs also.”

But for Jack, the true satisfaction comes from teaching and mentoring:
“I like training new people, sharing my knowledge, and seeing them succeed. One of my favorite processes is to show someone why we do a certain process and not just how it needs to be done. Also sharing company information with new employee owners.”

Jack’s contributions have left a lasting mark on both the products we build and the people he has trained. His legacy of knowledge, craftsmanship, and mentorship will continue shaping Lumbermen’s long after “Jack’s Shop” welcomes its next chapter.

Jayme Stauffenecker – Outside Sales Representative

An addition to our Minnesota-based team less than a year ago, Jayme is already making her mark in the building materials industry.

Celebrating a Legacy: Henry Bouma Retires After 50 Years with Lumbermen’s Inc.

After an extraordinary 50-year career at Lumbermen’s Inc., Henry Bouma is stepping into retirement—leaving behind a legacy defined by dedication, adaptability, and unwavering customer focus.

Ryan Hagan – Sales Consultant, Door Division

Ryan Hagan has grown significantly since joining Lumbermen’s, starting in the Door Division Service Department, and now moving to an Outside Sales role. His experience with the inner workings of operations has prepared him to be a problem-solver in the field.

Brandon Kitkowski – Sales Consultant, Building Materials

Brandon Kitkowski has seen his business card change in 2025, going from Field Sales Representative to now Outside Sales Representative. However, his commitment to service and our customers is his defining characteristic.

Cristina Wasel – Quality Management Supervisor, Door Division

Cristina Wasel leads our Door Division’s commitment to quality and getting things right. Her engineering expertise helps build tools and systems that work to prevent and solve issues on the production floor.

Thai Xiong – Commercial Vehicle Driver

Thai Xiong is part of a new group of Employee Owners in Minnesota, joining the company in April of 2024.

Lumbermen’s Inc Grows Building Materials Division Leadership Team

Lumbermen’s is excited to announce leadership growth within our Building Materials Division. Significant growth in sales, workforce, and expansion into new territories like Minnesota in 2024 has led us to make some changes to our leadership structure.

Terry Lynn – Facilities Manager

Terry Lynn joined Lumbermen’s in September of 2007, as a member of the Grand Rapids Building Materials division.

Steve Hanker – Customer Service – Grand Rapids Building Materials

Steve Hanker has been with Lumbermen’s since 1996, when he joined the company as a Customer Service Representative.

Donna Ritsema & John Rutkowski

On December 7, 2023 Lumbermen’s celebrated the careers of Donna Ritsema (43 years) and John Rutkowski (31 years). Employee Owners, vendor partners, dealer customers, friends and family all gathered to congratulate these two on the positive impacts they have made for the company.

Managing Client Expectations in the Fall: A Guide for Residential Contractors

September 24th, 2025 by Caleb Krugman

As temperatures drop and the days grow shorter, fall often becomes one of the busiest seasons for residential builders and contractors. Homeowners are eager to complete projects before winter weather arrives, and many want everything wrapped up before the holidays. While this seasonal rush can create valuable opportunities, it also brings challenges when it comes to managing client expectations.

Why Fall Brings a Surge in Demand

For homeowners, fall feels like a natural deadline. They want their roofs secured before heavy snow, drafty windows replaced before energy bills rise, and remodeling projects finished before friends and family gather for the holidays. Contractors may find themselves juggling overlapping requests with tighter schedules and fewer daylight hours.

The Challenges Contractors Face

Compressed Timelines: Weather delays, material shortages, and shorter workdays can slow progress, even as clients expect faster results.
Last-Minute Requests: Homeowners may call in September or October for projects that ideally should have started weeks earlier.
Holiday Deadlines: Many clients want “move-in ready” homes or finished renovations by Thanksgiving or Christmas, adding pressure to already packed schedules.

Tips for Setting Clear Expectations

Communicate Early and Often
Be upfront about potential delays due to weather, inventory, or labor availability. Clear communication helps clients understand what’s realistic.
Prioritize Projects Strategically
Focus on work that is time-sensitive, such as roofing, exterior siding, and decking, and schedule indoor projects that can continue through winter later in the season.
Offer Flexible Options
If deadlines are tight, provide alternative solutions such as partial project completion (e.g., installing insulation now, with finishing touches scheduled for after the holidays).
Put It in Writing
Document timelines, potential delays, and seasonal risks in contracts. This helps avoid disputes later if unforeseen setbacks occur.

Turning Expectations into Opportunities

While the fall rush can be stressful, it also offers a chance to showcase reliability and professionalism. Contractors who can balance realistic timelines with excellent customer service will stand out. By managing expectations thoughtfully, you can build stronger client relationships that last well beyond the fall season.

As always, Lumbermen’s is here to help! Please reach out to your Field Sales Rep for additional support.

Shaping the Future: Recruiting and Developing Emerging Leaders in the Building Materials Industry

We asked our young Employee Owners and interns what it will take to attract top talent and shape the future of building materials.

6 Benefits of Stock and Semi-Custom Cabinets vs. Fully Custom Cabinetry

Whether you’re a designer helping clients bring their vision to life or a homeowner thinking about your own renovation, stock and semi-custom cabinets offer a smart alternative to fully custom cabinetry—providing the look, functionality, and durability you want, often with less stress and at a more accessible price.

Don’t Let Customers Pass You By: Keep Your Google Business Profile Fresh

An estimated 92% of all online search traffic happens via Google, which is why it is so important to make sure that your business is easy to find with robust and correct information.

Why Do Entry Doors Leak—And What Can Be Done About It?

Few things are more frustrating for a homeowner—or for the Dealer or installer involved—than discovering that an entry door is leaking. It’s especially concerning during heavy rainstorms, which are common in the hot summer months.

Snap, Store, Share: A Simple Marketing Habit for Builders

For builders and contractors, the busy season often leaves little time for anything beyond the work at hand. But while your crews are pounding deck boards, raising frames, and wrapping up beautiful transformations, you’re also surrounded by a powerful marketing asset: your jobsite.

Culture, Challenges, and Opportunities: A Q&A with Jeff Malloch, VP of Building Materials

Eight months into his new role, Lumbermen’s VP of Building Materials Jeff Malloch discusses the company, market trends, and dealer opportunities.

Jayme Stauffenecker – Outside Sales Representative

September 15th, 2025 by Caleb Krugman

A fresh face in our industry, Jayme is already making an impact as part of the Lumbermen’s team in Minnesota. She shared her thoughts on the rewards of working in Building Materials and how her mentors have helped guide her career thus far.

In less than a year since joining Lumbermen’s in 2024 as an Outside Sales Representative based in Cottage Grove, Minnesota, Jayme Stauffenecker has already made a mark. This year, she was honored as one of the Rising Stars in the 2025 class of Top Women in Hardware & Building Supply by HBS Magazine—an award that recognizes talented professionals with the potential to make a lasting positive difference in their companies and in the industry for years to come.

For Jayme, the appeal of the building materials industry runs deeper than the products she represents. “What I enjoy most is the sense of partnership,” she explains. “You’re not just selling a product, you’re solving problems, supporting businesses, and playing a part in projects that quite literally shape communities. That impact is incredibly rewarding. And while there’s a lot to learn, the willingness of people in this industry to share their knowledge and help you succeed has been one of the best surprises of all.”

Jayme credits much of her early growth to the leadership within the Lumbermen’s Building Materials team. “They remind me that it’s okay to not have all the answers, that mistakes are part of the process, and that progress—however messy or imperfect—is still progress,” she says. “On the hard days, I remind myself: ‘Jayme, it’s going to be okay. We’ll figure it out and there is a team behind you.’ Because we’re all learning as we go. Those are the kinds of managers and mentors you want to surround yourself with—the ones who steady the plane while encouraging you to fly higher, even when you’re unsure. They help you build confidence, celebrate your growth, and challenge you to chase goals you didn’t even know you had.”

Whether it is collaborating with her internal team or providing service to her customers, for Jayme it all comes down to relationships. “At first glance, you might assume building materials is all about product specs, pricing, and logistics—but at its core, it’s about people. Every day, I get to work alongside customers who take pride in their craft, vendors who are passionate about what they offer, and coworkers who are willing to jump in and help whenever needed.”

From her dedication to building strong partnerships to her openness to growth and learning, Jayme embodies the qualities that make a true rising star—someone who is not only shaping her career, but also contributing to the future of the building materials industry.

Celebrating a Legacy: Henry Bouma Retires After 50 Years with Lumbermen’s Inc.

After an extraordinary 50-year career at Lumbermen’s Inc., Henry Bouma is stepping into retirement—leaving behind a legacy defined by dedication, adaptability, and unwavering customer focus.

Ryan Hagan – Sales Consultant, Door Division

Brandon Kitkowski – Sales Consultant, Building Materials

Cristina Wasel – Quality Management Supervisor, Door Division

Thai Xiong – Commercial Vehicle Driver

Thai Xiong is part of a new group of Employee Owners in Minnesota, joining the company in April of 2024.

Lumbermen’s Inc Grows Building Materials Division Leadership Team

Terry Lynn – Facilities Manager

Terry Lynn joined Lumbermen’s in September of 2007, as a member of the Grand Rapids Building Materials division.

Steve Hanker – Customer Service – Grand Rapids Building Materials

Steve Hanker has been with Lumbermen’s since 1996, when he joined the company as a Customer Service Representative.

Donna Ritsema & John Rutkowski

Shaping the Future: Recruiting and Developing Emerging Leaders in the Building Materials Industry

August 19th, 2025 by Caleb Krugman

The building materials industry is changing fast—and the next generation will decide where it goes next. With seasoned pros retiring and fewer young people stepping in, the need for fresh talent has never been greater.

But here’s the good news: today’s emerging leaders aren’t just filling gaps—they’re bringing new ideas, tech-savvy skills, and a fresh perspective that can help the industry grow in ways we’ve never seen before.

So, what do they think it will take to attract and keep top young talent? How should companies balance tradition with innovation? And what advice do they have for others considering a career in building materials?

We asked a few of our younger Employee Owners and summer interns for their unfiltered take. Here’s what they told us.

What do you think companies in the building materials industry can do to better attract and retain young talent?

Beyond pay, strong onboarding, ongoing training, and mentorship are key to retention. Pairing new hires with experienced pros helps build confidence and skill. Flexibility, clear advancement paths, and a sense of purpose – like helping people build homes and communities or supporting our partners to be successful at their position – also motivate younger workers.

–Drake Thomsen, Field Sales Rep, Building Materials

I think that building your brand on LinkedIn is a great place to start. In my experience in college, LinkedIn has been a discussion point in the curriculum and there are assignments centered around it. More and more students are becoming active users on LinkedIn which creates a big network where companies profiles and posts can be shared.

–Erik Anderson, IT Intern, Admin

How can companies balance tradition with innovation when developing talent?

The best companies respect the experience of long-time team members – the relationships they’ve built, the way they serve customers, and the deep product knowledge they bring. At the same time, companies need to embrace new tools, technologies, and ideas to stay competitive. Experienced employees should also stay open to fresh ideas from coworkers who are new to the industry – sometimes an outside perspective is exactly what’s needed to move things forward.

–Drake Thomsen, Field Sales Rep, Building Materials

I think that “it has always been done this way” should never be an acceptable justification for a process’s existence. New talent often provides fresh eyes to evaluate potentially outdated processes that current staff are too entrenched in to realize.

–Caleb Krugman, Digital Marketing Specialist, Marketing

What qualities make a good manager or mentor?

A good manager or mentor is also a good listener. They are approachable while also being able to hold team members accountable. That accountability extends to their willingness to do a job with the team if it is needed and positions them as a role model for how to go about your business at the company. There can also be an element of fun, a willingness to engage in topics outside of the professional sphere and connect with their team members.

–Olivia Rutkowski, Customer Experience Manager and Door

A good manager is willing to do what it takes to keep the team afloat, even if it means sweeping floors or running a cash register. I was lucky to have a manager like this at both of my first two places of employment, and they really showed what it meant to lead from the front lines.

–Brenden Thiel, Customer Service Representative, Door Division

For some, it could be a more hands-off leader who trusts your ability to work independently. For others, it could involve more regular feedback and reassurance. I think it boils down to someone who provides clear expectations regarding performance and conduct. A good mentor would be someone who encourages personal and professional growth in addition to emotional well-being.

–Caleb Krugman, Digital Marketing Specialist, Marketing

What advice would you give other early-career professionals considering the building materials field?

Work hard. Do more than what is asked of you even when you don’t feel like it. This could mean many things; it could mean staying late or coming in early. It could also mean getting the office donuts.

–Sam Hower, Supply Chain and Purchasing Intern, Purchasing

Don’t be afraid to admit when you don’t know something but letting the customer know that you’ll get back to them with an answer—what matters most is your willingness to find the answer and follow through. The building materials industry is incredibly broad, with a steep learning curve, and no one expects you to know everything right away. What earns respect, especially from customers, is your transparency and your commitment to learning. Whether that means tapping into online resources, asking your peers, reaching out to trusted vendors, or leaning on industry mentors, being resourceful and proactive will take you far.

–Jayme Stauffenecker, Outside Sales Representative, Cottage Grove, MN

Additional Industry Articles

6 Benefits of Stock and Semi-Custom Cabinets vs. Fully Custom Cabinetry

Don’t Let Customers Pass You By: Keep Your Google Business Profile Fresh

An estimated 92% of all online search traffic happens via Google, which is why it is so important to make sure that your business is easy to find with robust and correct information.

Why Do Entry Doors Leak—And What Can Be Done About It?

Snap, Store, Share: A Simple Marketing Habit for Builders

Culture, Challenges, and Opportunities: A Q&A with Jeff Malloch, VP of Building Materials

Eight months into his new role, Lumbermen’s VP of Building Materials Jeff Malloch discusses the company, market trends, and dealer opportunities.

Spring for Storm Doors—2 Great Options from Larson & Lumbermen’s

After a long, dark winter, Midwest homeowners are eager for fresh air and sunlight, making spring the perfect time to promote storm doors to your customers.Lumbermen’s proudly offers a comprehensive inventory of Larson Storm Doors, ensuring we are your go-to source for their products.

6 Benefits of Stock and Semi-Custom Cabinets vs. Fully Custom Cabinetry

July 28th, 2025 by Caleb Krugman

When it comes to designing or remodeling a kitchen, finding the right cabinetry is one of the most important decisions. Whether you’re a designer helping clients bring their vision to life or a homeowner thinking about your own renovation, stock and semi-custom cabinets offer a smart alternative to fully custom cabinetry—providing the look, functionality, and durability you want, often with less stress and at a more accessible price.

1. High-Quality, Budget-Friendly Options

Stock and semi-custom cabinets offer exceptional value without sacrificing style or craftsmanship. Many trusted manufacturers provide quality construction with details like dovetail joints, soft-close hardware, and durable finishes—delivering a polished, long-lasting result that looks and feels high-end, all while staying within budget.

2. Faster Lead Times Keep Projects Moving

Unlike fully custom cabinets—which often involve lengthy design and production timelines—stock and semi-custom options are ready much sooner. Many lines offer quick-ship options or lead times of just a few weeks, helping you avoid delays and keeping your project on track.

3. A Wide Range of Styles and Customization

From sleek modern looks to timeless traditional styles, stock and semi-custom cabinets come in a broad range of door styles, wood types, stains, paints, and finish options. Semi-custom lines also offer flexibility with sizing, depth, and certain design elements—so you can solve tricky layout issues or create a more personalized look without going fully custom. Many even offer “you draw it” programs for one-off custom pieces and allow custom paint colors at little to no added cost.

4. Long-Term Reliability and Support

Cabinets from established brands come with consistent manufacturing standards, warranty coverage, and reliable support. That means fewer issues during and after installation. Plus, if you ever need to order additional cabinets or replacements down the road, it’s easy to match the exact style and finish. Touch-up kits are also readily available for routine maintenance—no need to hire a custom cabinet maker or painter for small fixes.

5. Built-In Features That Enhance Function

Stock and semi-custom cabinets often include popular features like soft-close doors and drawers, full-extension glides, built-in organizers, and pull-out waste systems. These thoughtful additions make everyday use easier and help maximize your storage space—enhancing both form and function.

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6. Simplified Design and Ordering

For designers and homeowners alike, working with stock and semi-custom cabinetry streamlines the entire process. With detailed catalogs, design software integration, and manufacturer support, it’s easy to plan layouts, create accurate quotes, and place orders—saving time without compromising on quality or aesthetics.

While fully custom cabinetry has its place—especially for unique or highly specific designs—stock and semi-custom cabinets provide flexible, stylish, and cost-effective solutions for most projects.

At Lumbermen’s, we proudly partner with brands that meet our standards for quality, service, and value, including Mantra, KithOne, Wellborn, Aristokraft, and Kountry Wood.

Designers can reach out to their Lumbermen’s Sales Representative for more information.

If you’re a homeowner, partnering with a professional designer can help you with your kitchen updates or redesign and create a space that’s not only beautiful but also thoughtful and functional. Lumbermen’s works with some of the most reputable dealers in the industry.

Additional Industry Articles

Don’t Let Customers Pass You By: Keep Your Google Business Profile Fresh

An estimated 92% of all online search traffic happens via Google, which is why it is so important to make sure that your business is easy to find with robust and correct information.

Why Do Entry Doors Leak—And What Can Be Done About It?

Snap, Store, Share: A Simple Marketing Habit for Builders

Culture, Challenges, and Opportunities: A Q&A with Jeff Malloch, VP of Building Materials

Eight months into his new role, Lumbermen’s VP of Building Materials Jeff Malloch discusses the company, market trends, and dealer opportunities.

Spring for Storm Doors—2 Great Options from Larson & Lumbermen’s

3 Strategies to Grow Your Decking Business

Growing your decking business requires more than just quality craftsmanship—it takes strategic planning and effective customer engagement. Whether you’re looking to attract new clients, improve your sales approach, or enhance your brand’s visibility, having the right tools and knowledge at your disposal is essential. Here we explore three key strategies to help you expand your reach and increase your success.

Celebrating a Legacy: Henry Bouma Retires After 50 Years with Lumbermen’s Inc.

July 15th, 2025 by Caleb Krugman

After an extraordinary 50-year career at Lumbermen’s Inc., Henry Bouma is stepping into retirement—leaving behind a legacy defined by dedication, adaptability, and unwavering customer focus.

The Bouma family, including Henry’s father, founded Lumbermen’s in 1955. Henry began his journey with Lumbermen’s as a youth, helping in the warehouse and literally growing up with the business. As an adult, he stepped into the Specialty/Kitchen & Bath Division at a time when the product offering centered around Westinghouse Micarta high-pressure laminate. In 1976, Henry played a role in a pivotal transition to Wilsonart laminate—now the industry leader. “It was a great move for us,” he recalls. “Wilsonart was great product then, and is now the leading manufacturer of high-pressure laminate.”

From the very beginning, Henry recognized what mattered most to customers: speed and service. “Our customers wanted daily delivery so they could service their customers well,” he says. “Lead times and availability of product were what set us apart from the competition.”

Over the decades, Henry witnessed—and helped navigate—tremendous changes in the building materials industry. “In the ’70s and ’80s, almost all kitchen countertops were made from high-pressure laminate. Then in the ’90s, solid surface materials became popular. And over the last 25 years, granite and quartz took over.” Lumbermen’s adapted every step of the way, always staying “ahead of the curve” to meet shifting customer tastes and emerging product trends.

Henry also saw how logistics and installation timelines evolved in importance. “When someone is remodeling their home, they don’t want to be without a kitchen for long. We often have to wait until the cabinets are installed before templating the countertops, and then turn them around quickly so they can move forward. That speed matters.”

Even as the products and technology changed, Henry believes the foundation of Lumbermen’s success remained the same: relationships and trust. “In the beginning, our customers already had sources for all their products. To win their business, we had to show them they could trust us to deliver what they needed—on time, every time, at a competitive price.” Decades later, that core value still drives the company’s approach.

Another core value to Henry has been the Lumbermen’s vision: “To be the first choice of employee owners, customers and supplier partners, while striving to serve our communities with the resources entrusted to us.” Henry lived that vision to the fullest during his tenure, and many employee owners, past and present, took the chance to share memories of his impact on them and the West Michigan community during an open house celebration for him this past June.

As Henry retires, he leaves behind not just a storied career, but a living example of what it means to serve customers with integrity, curiosity, and care. His insights and work ethic have shaped the company’s Specialty/Kitchen & Bath Division and have contributed meaningfully to Lumbermen’s reputation in the industry.

Henry will remain on the company’s Board of Directors, and while he may be stepping away from the day to day happenings at the company, his legacy will remain woven into the story of Lumbermen’s for years to come.

After an extraordinary 50-year career at Lumbermen’s Inc., Henry Bouma is stepping into retirement—leaving behind a legacy defined by dedication, adaptability, and unwavering customer focus.

Ryan Hagan – Sales Consultant, Door Division

Brandon Kitkowski – Sales Consultant, Building Materials

Cristina Wasel – Quality Management Supervisor, Door Division

Thai Xiong – Commercial Vehicle Driver

Thai Xiong is part of a new group of Employee Owners in Minnesota, joining the company in April of 2024.

Lumbermen’s Inc Grows Building Materials Division Leadership Team

Terry Lynn – Facilities Manager

Terry Lynn joined Lumbermen’s in September of 2007, as a member of the Grand Rapids Building Materials division.

Don’t Let Customers Pass You By: Keep Your Google Business Profile Fresh

July 7th, 2025 by Caleb Krugman

Dont Let Customers Pass You By Blog Header2

An estimated 92% of all online search traffic happens via Google, which is why it is so important to make sure that your business is easy to find with robust and correct information. In the same way that you wouldn’t want to miss out on a sale by failing to answer a phone call, you don’t want to miss out on a potential customer searching for your product or business due to a lack of a digital presence.

One of the best things about Google is that it has the ability to drive customers to your physical store location by providing them with up-to-date store information, including store hours, address, and phone number.

There are multiple ways for your business to be found on Google. Setting up and optimizing your Google Business Profile is one of the quickest and easiest methods of making sure your business pops up when someone searches for you, or in some cases, searches for a product or service that you provide.

Chances are, your business already has a Google Business Profile tied to it. To confirm, search the name of your business. You should see something that looks like this on the results page (see image on the right). If one exists already, simply click the “Own this business?” text and follow the steps to get control over the profile.

Don’t already have a Google Business Profile? Follow this guide.

Once your Google Business Profile is set up, you can begin adding in the relevant information surrounding your business and its operations. Below is a checklist including all of the components of an optimized Google Business Profile. Once you have all of these fields filled out, you’ve completed the first step in ensuring that your business is visible to people searching for you.

Google Business Profile Checklist

Even if you’ve had your profile set up for years, it’s not uncommon to have missing information or lack of the right details. Make it a regular practice to double check your profile. The following checklist should help.

☐ Business Name

☐ Store Location/Address

This should match the Google Maps listing for your business. If there is not a listing already created, you can create one by following the guide found at this link.
To update an existing address, follow the guide found at this link.

☐ Phone Number

☐ Hours of Operation

Nothing is more frustrating to a customer than checking your hours and then discovering they aren’t accurate – especially if they drove all the way there. Fortunately, Google allows you to set special hours by day and even holidays.

☐ Business Category

Your business category is a broad descriptor used to tell Google and potential customers what type of business that you operate. This is a great opportunity to compete with the big box stores.
To update your business category, follow this guide.

☐ Service Area

Your user-defined Service Area tells people where you are willing to work and is most relevant for builders.
If you are a builder and do not conduct business at your listed address, it is best practice to remove it from your profile and set a service area instead.
To update your service area, follow this guide.

☐ Website (if applicable)

Ensure that the link matches exactly how it appears when you visit your site.
For example, double-check if your listed site URL:
- starts with http:// or https://
- includes the www.
- has the correct ending (.com or .net or .us)
To update your website, follow this guide.

☐ Photos

It is recommended to include at least one image of the exterior of your building. This makes it easier for customers to know where to go when they arrive.
Include high quality photos that are relevant to your customers. For a dealer, this could mean photos of inventory or notable product lines. For a builder or designer, this could be photos of completed projects or renovations.
It is also important to note that Google allows users to submit photos in their reviews for your business. It can be difficult to remove user submitted content on Google, so making sure you have a collection of high quality photos can minimize the effect of any less than ideal photos tied to your account. To report a user submitted photo on your Google Business Profile, follow this guide.
If this method is unsuccessful, you could try reaching out directly to the person who submitted the photo, if you have their information.

☐ Social Media Links

This is a great opportunity to promote your business’s social media accounts.
Include all of the relevant social media accounts. Ensure that your accounts have consistent branding and that the content is relevant to your customers.
To edit your social media links, follow this guide.

☐ “More” Section

This may seem minor, but it provides valuable metadata to Google to help better show your business for relevant searches as well as inform customers of what to expect when they come in.
For example, if your business doesn’t accept credit cards, you can note that in this section. You can also note whether your business has a wheelchair accessible entrance, public restrooms, or on-site parking and much more.
To update this section, follow this guide.

Other Key Considerations

Keep Information Up-to-Date: It is very important to keep your Google Business Profile as up to date as possible. The only thing worse than having no information available for your business is having incorrect information.

Reviews: Google Reviews can either be your best friend or your worst enemy. Positive reviews will show people the great service that you provide and encourage them to visit your store for themselves. Negative reviews on the other hand can have an adverse effect on the perception of your business and are notoriously hard to remove from Google unless they violate the terms & conditions of Google’s Conduct Policy.

It can also be beneficial to ask satisfied customers to submit Google Reviews for your business. With a higher Google Business rating, you will be more likely to show up in search results and reach more customers. Having more 5-star ratings will also mitigate the effects of any reviews left by the inevitable cranky or disgruntled guest.

Multiple Profiles for Multiple Locations: If your business has multiple locations, it would be beneficial to create separate Google Business Profiles for each store location. Each Business Profile can only have one physical address assigned to it which makes it important to create one unique profile for each location’s address.

Now that you have a polished Google Business Profile, you have completed the first step in making sure that your business has a digital presence on Google. The next step is optimizing a webpage for Organic Search traffic by developing high quality content centered around your business, your products, and what separates you from your competition. This is a wholly different endeavor that presents its own challenges and opportunities. Check back here in the future for more tips on keeping your business in the front of mind for your potential customers.

Additional Industry Articles

Why Do Entry Doors Leak—And What Can Be Done About It?

Snap, Store, Share: A Simple Marketing Habit for Builders

Culture, Challenges, and Opportunities: A Q&A with Jeff Malloch, VP of Building Materials

Eight months into his new role, Lumbermen’s VP of Building Materials Jeff Malloch discusses the company, market trends, and dealer opportunities.

Spring for Storm Doors—2 Great Options from Larson & Lumbermen’s

3 Strategies to Grow Your Decking Business

4 Reasons Dealers Should Use Email Marketing to Connect with Customers

When meeting with Dealers to talk about marketing, I usually ask if they are using email marketing. Often, they aren’t—despite having a decent list of names and email addresses. The truth is, email marketing is a powerful tool for strengthening relationships with customers.

Why Do Entry Doors Leak—And What Can Be Done About It?

July 7th, 2025 by Caleb Krugman

Fortunately, with proper installation practices, routine maintenance, and a little knowledge, most leaks can be prevented or corrected.

Why Might an Entry Door Leak?

There can be several contributing factors:

1. Defective Product or Assembly

Occasionally, leaks result from a failure of a component—such as water seeping through a glass insert—or from improper assembly. Examples include missing caulk or fasteners, or the wrong components being used for a specified unit.

2. Poor Application

A door unit installed in an opening exposed to harsh weather without proper protection is vulnerable. For instance, a double door or ADA sill configuration that faces prevailing winds and rain without an overhang is at higher risk for leakage.

3. Improper Installation

If a door unit isn’t installed plumb or square, isn’t properly caulked or shimmed, or if incorrect caulk (such as silicone where it shouldn’t be used) is applied, leaks can occur. Two of the most critical installation steps—caulking the weather seal and installing the seven corner pads in the correct direction and configuration—are outlined in steps 3 and 4 of this video.

4. Extreme Weather (Acts of God)

Sometimes, conditions simply exceed what any door system can withstand.

The Importance of Maintenance

Just like any other part of your home, an entry door needs regular care. Paint and caulk don’t last forever—rot doesn’t happen overnight, but small failures can escalate if not addressed promptly. At the first sign of a caulk gap or paint breakdown, repairs should be made to prevent further damage. Inspect your door at least once a year, and always after severe weather.

How to Improve Door Performance

If your door is already installed, here are steps you can take to protect it:

Check caulk joints for gaps. Remove any loose or damaged caulk and reseal using the appropriate product.
Inspect the sill cap, weatherstrip, and corner pads for wear. Replace if necessary.
Maintain the finish by repainting or re-staining as needed.
Install a rain deflector if the door is exposed to direct rainfall.
Check the sweep at the bottom of the door. Ensure the ends are properly caulked where the sweep meets the door slab. Missing or damaged caulk at this point can lead to water infiltration.

Additional Resources

For more guidance on care and maintenance, check out these helpful videos from Therma-Tru:
👉 Therma-Tru Door Care & Maintenance Videos

Additional Industry Articles

Snap, Store, Share: A Simple Marketing Habit for Builders

Culture, Challenges, and Opportunities: A Q&A with Jeff Malloch, VP of Building Materials

Eight months into his new role, Lumbermen’s VP of Building Materials Jeff Malloch discusses the company, market trends, and dealer opportunities.

Spring for Storm Doors—2 Great Options from Larson & Lumbermen’s

3 Strategies to Grow Your Decking Business

4 Reasons Dealers Should Use Email Marketing to Connect with Customers

4 Steps to Elevating Your Decking Sales

Decking season is upon us and if the forecasts are accurate, the opportunities will be immense. In this article, we’ll share actionable steps and valuable insights to help you elevate your sales game and drive success in 2025.

Snap, Store, Share: A Simple Marketing Habit for Builders

June 12th, 2025 by Caleb Krugman

Camera recording a video for a DIY blogger

Document Now, Promote Later

Taking photos and videos during peak season might feel like one more task on an already packed to-do list, but it’s a simple habit that pays off. Capturing the progress, craftsmanship, and final results of your projects builds a library of content that can be used long after the job is done.

This content becomes invaluable during the slower months, when projects taper off and leads can be harder to come by. Instead of scrambling to find something to post on your social media channels, you’ll already have a steady stream of quality photos and videos to showcase your capabilities and stay top-of-mind with your audience.

What to Capture

You don’t need a professional setup—your smartphone is enough. Focus on:

Before and after shots
Daily or weekly progress videos
Time-lapse clips of key milestones
Close-ups of craftsmanship details
Walkthroughs of the finished job

Why It Matters

Social media is where homeowners, designers, and developers are looking for inspiration and trustworthy contractors. When you share consistent, high-quality content, you:

Build credibility and trust
Highlight the scope and quality of your work
Keep your brand visible, even in slow seasons
Turn satisfied customers into advocates when they share your posts

Make It a Habit

Assign someone on your team to snap a few photos weekly. Use simple tools like Google Photos or Dropbox to store them, and schedule time once a month to organize and plan posts for the months ahead.

Busy now? Great. Capture that momentum—and let it keep working for you all year long.

Culture, Challenges, and Opportunities: A Q&A with Jeff Malloch, VP of Building Materials

Eight months into his new role, Lumbermen’s VP of Building Materials Jeff Malloch discusses the company, market trends, and dealer opportunities.

Spring for Storm Doors—2 Great Options from Larson & Lumbermen’s

3 Strategies to Grow Your Decking Business

4 Reasons Dealers Should Use Email Marketing to Connect with Customers

4 Steps to Elevating Your Decking Sales

Q&A with Shawn Klysen, Senior Sales Advisor, Minnesota Door Division

As part of Lumbermen’s exciting expansion of Door Manufacturing and Distribution operations in Minnesota, we were thrilled to welcome Shawn Klysen to our team as Senior Sales Advisor in December.

In this Q&A, Shawn shares his insights on the industry, his plans for driving success in Minnesota, and what excites him most about joining the Lumbermen’s family.

Ryan Hagan – Sales Consultant, Door Division

May 6th, 2025 by Caleb Krugman

Ryan joined Lumbermen’s in December of 2022 through a general application. “At the time, I was working in Logistics Sales but found myself seeking a stronger company culture,” he says. “After speaking with several experienced professionals in the industry, Lumbermen’s kept coming up as a place with a truly standout culture. That resonated with me, so I submitted a general interest application—and the rest is history.”

While in both Operations and Service roles at Door, Ryan partnered closely with top revenue customers across multiple markets with a focus on expediting orders, swapping materials to meet ship dates, and handling sensitive, high-impact issues. “It was fast-paced and really taught me how to advocate for our customers from the inside. It gave me invaluable experience in turning dissatisfied customers into satisfied ones—by digging in, solving unique challenges, and improving the overall customer experience with our door products.”

Ryan has been recognized for his work as a member of the internal Door Division team, and has recently accepted a new opportunity, Sales Representative for the Southern Indiana market. He looks forward to yet another new challenge during his time at Lumbermen’s.

“Southern Indiana has a solid foundation with some strong, established customer relationships, and those anchors are exciting to build on. At the same time, there’s a lot of untapped potential in the market, which I see as a great opportunity to make an impact.”

Ryan notes that he won’t be taking on this challenge alone, “The Employee Owner team already active in the area has been incredibly supportive. I’ve received helpful insights and guidance, and I look forward to continuing those collaboration as I get to know the market and build trust with both current and new customers. I take pride in earning business and showing customers the value our brand can bring to their operations.”

Brandon Kitkowski – Sales Consultant, Building Materials

Cristina Wasel – Quality Management Supervisor, Door Division

Thai Xiong – Commercial Vehicle Driver

Thai Xiong is part of a new group of Employee Owners in Minnesota, joining the company in April of 2024.

Lumbermen’s Inc Grows Building Materials Division Leadership Team

Terry Lynn – Facilities Manager

Terry Lynn joined Lumbermen’s in September of 2007, as a member of the Grand Rapids Building Materials division.

Steve Hanker – Customer Service – Grand Rapids Building Materials

Steve Hanker has been with Lumbermen’s since 1996, when he joined the company as a Customer Service Representative.