Knowing their best clients’ demographics helps Bill and Denise Borchert fulfill remodeling dreams. “Our community was built in the 1950s to 1970s, and it’s just prime for remodeling,” Denise says. Knowing that, Bill identifies baby boomer–age professionals as the company’s ideal client: “They usually have more disposable income and they’re interested in investing in their homes,” he points out. “We’ve also found that people want to keep their money in the community, so working within a half-hour drive lets us offer better customer service.”

• The company holds remodeling seminars in its showroom to encourage a friendly community relationship.

• The Borchert team tries to incorporate aging-in-place features into every project it designs.

• Prospective clients are encouraged to visit the showroom. Those who do so tend to be more serious