A recent television ad for Pro-Ko Builders shows Rick Elliott in an apple orchard telling viewers that, apples for apples, his company is the best -- and least expensive -- in the area and challenging them to compare prices.

In the winter, Pro-Ko Builders devotes itself almost entirely to insurance restoration work. The rest of the year, the company divides its time between insurance repair and general remodeling."We found that the profit for insurance was higher," Elliott says, "but only when you know the game."

Pro-Ko Builders has endeared itself to local homeowners, especially in the insurance restoration side of the business, by offering longer warranties than competitors on both work and products. Sending out audio testimonials from satisfied clients to prospects before the formal sales call is one of a number of effective selling techniques the company uses.