It makes perfect sense to start a remodeling business with a degree in marketing, an MBA, and 21 years as an executive with General Motors. At least that was the logical next step for Bob Burnside, who was tired of traveling.

“Green” from the start, Burnside built Michigan’s first LEED platinum house and uses it as Fireside Home’s office and as a model home. Sales presentations begin with a tour. “What better way to see our work?’” Burnside says.

He also advertises in local magazines, mails a newsletter, holds timber raisings, mid-construction tours, and sponsors a radio show. Fireside Home recently went through rebranding and has ramped up its social media. Burnside has found success posting educational videos called “Fireside Chats” and video testimonials from clients. “We’re building ambassadors,” he says.