Roger Reynolds (second from left) uses a variety of marketing to reach the high-end kitchen and bath remodeling market he prefers. The neighborhood around an established country club has been a steady source of jobs and referrals, so Reynolds sends out a direct-mail postcard to this area, and advertises in the country club newsletter as well as in the playbills for the local performing arts program. He also advertises on a local AM radio station that has a music/talk format and an older demographic. “They have loyal listeners, so the leads from this are good,” Reynolds says.

For 15 years he has participated in the local builders association's tour of remodeled homes. He says that the two-day event receives only about 500 visitors but that the quality of the leads from this tour is strong. “Potential clients can see our actual work — they can feel the joints and open the cabinets,” he says.

Reynolds has also begun selling universal design, reviewing the concept with clients who are in their 40s and 50s and who might need to modify their homes or those of their aging parents.

The company's 1,500-square-foot office/showroom in a historic two-story brick and stucco grocery store building has six full-kitchen displays, several smaller bath displays, and a home office area. Reynolds and his designer use the office vignette to help clients with design and product selections.

- Nina Patel