Industry Articles

A Dealer’s Guide to Getting Found Online: Understanding SEO

October 13th, 2025 by Caleb Krugman

What is SEO?

Chances are, if you already have a website, you have heard this term used many times. SEO stands for Search Engine Optimization and it refers to how easy it is to find your company’s website, social media, and contact info online. The main way people find this content online is through Google and other search engines. When someone types “interior doors near me” or “deck builder in [city],” good SEO helps your page show up so they call, visit, or request a quote. The best way to optimize your site for search engines is to first, identify the users you want on your site, and second, to develop high-quality content that will help them find what they are looking for.

What good SEO does for you

More of the right calls: Fewer “do you carry X?” dead-ends, more “I’m ready to buy.”
Clearer local visibility: People in your service area find you first.
Faster decisions: Easy pages with photos, proof, and next steps turn searches into jobs.

When someone searches for your business, Google often serves your Google Business Profile to them. This is the #1 way to ensure local users can:

Get directions to your business
Check your hours of operation
Read reviews from past customers
Find your website & social media pages

To make sure your Google Business Profile is serving the right info to possible customers, complete this checklist.

When someone searches for your business, Google often serves your Google Business Profile to them. This is the #1 way to ensure local users can:

Get directions to your business
Check your hours of operation
Read reviews from past customers
Find your website & social media pages

To make sure your Google Business Profile is serving the right info to possible customers, complete this checklist.

Website Tips for Better SEO

State what you do and where you do it
One short sentence near the top of your homepage:
“We sell and install [product] for homes and light commercial across [cities/region].”
Make the next step obvious
Big buttons: Call, Directions, Request a Quote, Book a Visit.
On mobile, phone numbers should tap-to-call.
Show real proof
A small “Projects” section: 6–12 photos with short captions like
“Composite deck • Grand Rapids, MI • 320 sq ft.”
Make pages easy to skim
Short paragraphs, clear headings, bullet lists. Remove heavy sliders and fluff.
Keep it quick on phones
Compress images. Avoid giant files. If the page loads fast and doesn’t “jump,” you’re good.

Key Pages Checklist

☐ Categories you sell or install

Example: Interior Doors, Exterior Doors, Decking & Railing, Cabinets, Countertops.
Each page should include: what it is, brands you carry, typical lead times, and how to buy.

☐ Brands you actually offer

One page per brand/line you support. Say what makes it a fit and how to order through you.

☐ Service area

A short page or section listing cities/counties you serve. Link this in your footer.

☐ Projects/Case studies

A simple grid of real work with captions (product, city). No need for long write-ups.

☐ Contact/Showroom

Hours, parking notes, appointment link, and 3–5 photos so visitors know what to expect.

What to put on each page

Plain title (H1): “Composite Decking in [City]” or “Interior Doors for Homes & Pros.”

Short intro: One or two sentences that say what you do and who it’s for.

Basics list: products/brands, lead times, delivery/installation, warranty/service.

Proof: 2–4 project photos with city names.

Next steps: Call, directions, quote, or upload plans.

How to Measure SEO Success

Google Analytics: Configure Google Analytics and add the tracking tag to your website. If you are not in charge of your website, ask your developer or webmaster to configure it for you. Google Analytics allows you to see how users are getting to your site, how long they are staying, and what pages they are interested in.

Google Search Console: GSC allows you to see where your site ranks for different search queries, how your site appears on Google, and how your search performance compares to months’ prior. This tool gives you the most in-depth look at your organic search traffic and helps you identify areas for growth and improvement.

Google Trends: Use this tool to stay up-to-date on trending search terms both across the globe and in your local service area. This tool is completely free to use much like Google’s other tools.

PageSpeed Insights: Enter your website’s URL and identify how it performs on different device types. The best way to see what the average user sees when attempting to access your site.

Ahrefs or SEMRush: These tools are helpful for keyword analysis and page performance stats but also offer an incredibly deep suite of tools including competitor reports, seasonal traffic projections, and much more. Both offer free plans for limited usage or paid plans if you find that the limited plan doesn’t meet your needs.

Additional Industry Articles

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

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.

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.

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

September 24th, 2025 by Caleb Krugman

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

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.

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.

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.

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

April 25th, 2025 by Caleb Krugman

Last fall, Lumbermen’s welcomed Jeff Malloch as Vice President of Building Materials. With a background in leadership from a large public school district, Jeff brought a fresh perspective to the role. Now, eight months in, we caught up with him to hear his reflections on the company, industry trends, and the opportunities ahead for building materials dealers.

Q: You’ve been in your role for nearly 8 months now. Care to share some overall observations?

A: “I began my business career as a CFO in a large public school district, overseeing more than 900 employees across finance, HR, operations, construction, technology, transportation, and food service. Leaving a place with such a strong culture was not easy, but Lumbermen’s reputation for genuinely caring for its people and supporting customers at the highest level made the decision feel right. Since joining the building materials industry, I’ve been struck by the deep loyalty and dedication of the individuals within it. Early in my transition to Lumbermen’s, someone told me, “Once you start in this industry, you never leave”—and I’m beginning to understand why. As I navigate my first year, building new relationships with our expanding customer base, I’ve come to see this industry as one big family—where vendors, distributors, dealers, and contractors remain closely connected in a fast-moving and rewarding market.”

Q: Does anything else stand out to you about Lumbermen’s specifically?

A: “I’ve been consistently impressed by the customer-first approach that defines our teams. Our Outside Sales Representatives and Customer Service Representatives are true advocates for our customers, working hard to solve challenges, manage special requests, and secure the right product mix. This commitment helps us build long-lasting partnerships based on trust and reliability.

Our strategies around pricing, programs, and protections are designed with flexibility in mind. But while we adapt to market conditions, integrity is never compromised. Every decision is made with fairness and long-term relationships at the core.

What really stands out, though, is the culture. There’s a strong sense of ownership, teamwork, and pride in what we do. The Lumbermen’s brand carries weight—not just because of what we sell, but because of how we show up for our customers and partners.”

Q: Tariffs are a hot topic right now. What do you perceive as the potential impacts on our industry?

A: “Tariffs on building materials often lead to increased manufacturing costs, which are typically passed down the supply chain to the end user. This creates upward pressure on prices and contributes to broader inflationary trends. In turn, inflation may impact the Federal Reserve’s decisions, potentially delaying interest rate cuts and keeping mortgage rates elevated. High mortgage rates can slow new construction and reduce demand—particularly in the entry-level housing market.

Materials sourced internationally are also more exposed to price volatility and supply disruptions due to global trade dynamics and logistical challenges. On the other hand, companies that source and manufacture domestically tend to benefit from more stable pricing and supply, creating a potential competitive edge.

Despite these headwinds, the repair and remodel (R&R) segment remains strong. Many homeowners are opting to invest in improvements to their current homes rather than navigating today’s higher-rate homebuying environment.

While these challenges weren’t anticipated during our 2024 planning, we view them as opportunities. They’ve opened the door for meaningful conversations with our Dealer network—focusing on job-specific needs, current strategies, and forward-looking plans. This proactive engagement is helping us uncover win-win solutions during a time of uncertainty.”

Q: What do you see are the greatest opportunities for Building Materials Dealers in the next five years?

A: “Over the next five years, building materials dealers have a real chance to grow—especially if they align with the right kind of distributor. It’s not just about offering premium products at competitive prices anymore. Dealers who partner with distributors that are agile, market-aware, and genuinely invested in their success will have a clear advantage.

Success will come to those who work with distributors that blend strong product access with a deep understanding of local and national trends. That combination allows dealers to deliver faster, more relevant value to their customers. Technology will also play a major role. Dealers that embrace digital marketing and support tools provided by distributors will stay visible and connected in a buying process that’s increasingly happening online.

Equally important is the internal investment in people and culture. Attracting and retaining top talent will be critical to maintaining consistent service and driving long-term growth. Finally, dealers need to stay adaptable. Those who are forward-looking and work with flexible, tech-savvy distributors will be best prepared to meet the evolving demands of the industry.

Ultimately, the dealers that focus on strong partnerships, smart technology, and a winning culture will be the ones leading the way in the years ahead.”

Additional Industry Articles

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.

Preventing Frost and Condensation: Tips for Homeowners with Therma-Tru Entry Doors

When temperatures drop to zero degrees or below, it’s common for door dealers to receive calls from homeowners concerned about condensation and frost forming on their windows and doors. Aluminum components like ADA sills and astragals are more likely to form frost during these conditions due to the transference of exterior cold, mixed with warm moist air in the home.

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.

Preventing Frost and Condensation: Tips for Homeowners with Therma-Tru Entry Doors

Rethinking Relationship Building: Creating Unique Experiences Beyond the Golf Course

Are the events you plan aligned with what your customers really want? It’s important that they genuinely enjoy their time with you, so why not ask them what they’d like to do? You might be surprised by their suggestions.

4 Strategies to Boost Storm Door Sales

As the weather cools and we prepare for what’s predicted will be a particularly cold winter, now is a great time to promote your storm door offerings. In this article, we share actionable steps and valuable tools to help you elevate your sales game and drive sales!

4 Simple Tips to Elevate Your Marketing

We asked the Lumbermen’s Marketing team members to each share one tip Dealers can consider when amping up their marketing efforts this fall.

Lumbermen’s & Therma-Tru Launch Social Media Campaign Aimed to Drive Leads to Dealer

Lumbermen’s and Therma-Tru have recently initiated a dynamic social media campaign with the goal of enhancing customer engagement and increasing sales leads for dealers. This approach uses digital marketing strategies to emphasize the distinctive qualities and benefits of their products.

Navigating Your Business in Uncertain Times

While the ride in the building materials industry has been pretty incredible the past couple of years, the truth is that a potential slowdown is looming. We can hope for changes addressing inflation and high interest rates, but in the meantime the focus should be on what you can control. Choose to take this time to finally take a breath and reevaluate your business and strategy.

Unlocking Innovation: Door Industry Highlights from the International Builders Show 2024

Every year, Las Vegas welcomes members of the building industry to the International Builders Show, and Lumbermen’s was there, along with thousands of other folks from around the world! There is so much to see and do, it is hard to take it all in, so here are some highlights from our friends in the Door industry and what they are excited about in 2024.

6 Advantages of Storm Doors

Storm doors are often an overlooked feature in many homes, yet they offer a wide range of benefits that can enhance both the aesthetics and functionality of your living space. Here we explore the many advantages of storm doors, from energy efficiency and security to natural light and improving indoor comfort.

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

March 17th, 2025 by Caleb Krugman

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. Our in-stock selections feature the most popular styles, colors, and sizes, catering to current customer demands. Additionally, our inventory includes the latest and most innovative products recently introduced to the market by Larson. Here are two:

The Platinum Collection by Larson Doors introduces fresh air into your home effortlessly with the Screen-Away retractable screen and enhances a home’s aesthetic with its elegant, feature-rich design. This series offers enhanced security with a multi-point locking mechanism and allows homeowners to choose the QuickFit handle set style and finish to match their desired look.

Additionally, Platinum Collection doors boast the most efficient and straightforward installation process in the storm door market today. Lumbermen’s fully supports this remarkable series by stocking the 456FV model in the 36 x 81 size with the popular White Linen finish. All other options are available through special order.

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The new 150 Maximum View Storm Door series offers homeowners the best view available. This series features 5% more visible glass and daylight opening compared to other full-view storm doors in the segment. The refined narrow design includes a solid panel of tempered glass for an unobstructed view of the primary entry door while maximizing natural light and ventilation. The 150 Maximum View Storm Doors also feature Neat+ LowE glass, which ensures top performance with minimal cleaning. The Neat+ coating fills the tiny pores in the glass, creating an exceptionally smooth surface that disperses water evenly to wash away debris and prevent watermarks.

Additionally, the new door boasts SureLatch magnetic technology, returning the door to a closed and latched position for years to come. Lumbermen’s is proud to support this new door product in Clear and Neat+ LowE options, available in the popular White and Black colors in the 36″ x 81″ size. All other options are available through special order.

For more details and specs, click here to access the Larson Storm Door Sell Sheet. Interested in more information like team training and showroom displays? Please contact your Lumbermen’s Door Division Sales Consultant.

Additional Resources

Larson Sell Sheet

Refreshing the indoors starts with the outdoors. Stock Available through Lumbermen’s. Platinum Storm Door. The Platinum Collection delivers sleek, modern design and offers premium standard features including a multi-point locking system, hidden push to hold closer and 3X the weatherstrip seal. Features a retractable screen that disappears above the window for a clear view.

4 Strategies to Boost Storm Door Sales

6 Advantages of Storm Doors

3 Strategies to Grow Your Decking Business

March 13th, 2025 by Caleb Krugman

3 strategies decking business article header

1. Brush Up on Your Product Knowledge

You and your staff are your greatest assets when it comes to selling. Equip yourselves with the knowledge and tools they need to confidently engage with customers and address their questions. There are several training resources available online here. You may also connect with your local Dealer who works with Lumbermen’s, or one of our Field Sales Reps.

2. Polish Your Presentation Materials

One of the most impactful first impressions you can make on potential customers is having literature and samples that are professional, clean and organized. It not only instills confidence in your professionalism but also aids customers in visualizing their own outdoor space transformations. TimberTech offers customizable sample kits here.

2. Polish Your Presentation Materials

3. Execute a Marketing Plan

Empowered with product knowledge, it’s time to amplify your reach through targeted marketing efforts. Past clients and referrals are your lowest hanging fruit, so consider starting there. Ask for testimonials that you can use in your marketing. If you have contact information for past leads, now is a great time to hit them up before they are influenced by other messages. Direct mail and social media marketing can also drive leads. We’ve compiled a selection of resources to streamline this process, which can even be customized with your logo and branding. Click here to access an interactive PDF with all of the TimberTech marketing materials you need to grow your decking business.

Investing in these areas will not only help you attract new customers but also strengthen relationships with existing ones, setting you apart from the competition. At Lumbermen’s, we’re committed to supporting your success every step of the way. Please connect with your Dealer or your Lumbermen’s Field Sales Manager for additional support.

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.

Preventing Frost and Condensation: Tips for Homeowners with Therma-Tru Entry Doors

Rethinking Relationship Building: Creating Unique Experiences Beyond the Golf Course

4 Strategies to Boost Storm Door Sales

4 Simple Tips to Elevate Your Marketing

We asked the Lumbermen’s Marketing team members to each share one tip Dealers can consider when amping up their marketing efforts this fall.

Piece By Piece Podcast, Episode 3: Developing and Leading a Sales Team

“I really believe that there is a difference between motivation and discipline,” shares Shawn Montague, Vice President of Building Materials. “So finding disciplined people who are intrinsically motivated…that’s one of the first things that we look for.”

Join us for a conversation about how Lumbermen’s approaches this topic and gain insights to help enhance strategies and development of your own sales team in the building materials industry and beyond.

Lumbermen’s & Therma-Tru Launch Social Media Campaign Aimed to Drive Leads to Dealer

Enhancing Your Showroom with Inspirational Product Displays

SHOW, don’t just Tell. This is a business slogan that resonates throughout our industry when it comes to selling building materials. Customers having the ability to handle a roof shingle, see the exact shade of brown on a deck board, or test the sturdiness of a piece of siding can make all the difference when it comes to their purchasing decision.

Navigating Your Business in Uncertain Times

Piece By Piece Podcast, Episode 2: Developing Customer Relationships

During this conversation, Shawn Montague, Vice President of Building Materials, dives in to the balance of achieving great results, while also caring for others. “Developing relationships with your customer requires providing value, while also achieving an understanding of each customer’s needs,” he shares.

Join us for a conversation about how Lumbermen’s approaches this topic, and gain insights to help enhance your own customer relationships!

Unlocking Innovation: Door Industry Highlights from the International Builders Show 2024

Piece By Piece Podcast, Episode 1: Business Strategies for 2024

In this episode, Shawn Montague, VP of Building Materials, talks about strategies and expectations for 2024. “Find a way to create win-win scenarios between all the people that are involved in your business” was one strategy shared.

Taking Door Frames To The Next Level

Lumbermen’s toured GM Wood Products, showcasing their DuraFrame rot-resistant door jambs and DuraTech laminated jambs, offering durability and long-term warranties.

3 Ways to Add Warmth with Stone, Beams and Wood Paneling Accents

When it comes to creating a cozy and inviting atmosphere in your home, few design elements rival the timeless appeal of natural elements like stone and wood. Not only do they bring a touch of elegance, but they also add warmth and character to any space. Here we explore the transformative power of these products when used as accents – just in time when interior home projects are on the rise.

6 Advantages of Storm Doors

Door Color Trends

Time to talk door color trends and in this article, we shine a light on popular exterior door colors. Last year, we saw Black become the color of choice for homeowners when it came to painting their exterior door, and according to Fixr.com, Black was once again king in […]

Holiday Door Décor Recommendations

Spread some holiday cheer this season without scratching your beautiful front door! ‘Tis the season to decorate, and that means sprucing up your front door! As homeowners, we want the entryway to our home to appear merry and bright, especially when the in-laws arrive. Here are some holiday tips from Lumbermen’s Door Division to ensure […]