When the recession hit, Michael T. DiFabion met with his employees and they decided that to stay competitive they would have to double their marketing budget, spending additional money on print advertising and hiring a public relations firm to redesign the company’s website. “Our thinking was that if we survived, people would remember us, and that’s exactly what has happened,” he says.
The additional spending paid off, with a steady flow of smaller projects through 2010. Job size is slowly increasing in 2011, including additions, master suites, and kitchens and baths.
The company’s production manager notifies subcontractors six weeks and then three weeks before the job begins.
—Sales and marketing manager Michael P., son of founder Michael T., uses social networking to reach out to clients.
—Michael says that he rarely runs ads for new carpenters most are referrals from current employees.
—"We became a recognized leader in universal design. It’s a market that really continues to grow," Michael says. "More boomers are looking ahead. I’m seeing more and more people in their late 50s and early 60s planning ahead.”