Issue link: https://read.dmtmag.com/i/131533
16 • JUNE 2013 • WORLD FENCE NEWS FENCER'S FIELD REPORT A monthly column of industry bits & pieces BEAUTY AND PRIVACY WITH HEDGELINK. Compiled by contributing editor Jim Lucci and the staff of World Fence News Your standard chain link fence can now have the look of a beautiful hedge. Privacy too. Create this natural appearance ™ with HedgeLink, the simple-to-install, easy-tomaintain chain link fence enhancement from PDS® Fence Products. HedgeLink is UV stabilized to protect against the sun's harmful rays. It's flame retardant. Because of its exceptional durability, HedgeLink comes with a full 10-year warranty. ® PDS ® is a registered trademark of Pexco. Pexco Tacoma Tacoma, WA 1.800.822.SLAT (7528) Pexco Athol Athol, MA 1.800.755.SLAT (7528) Visit www.pexco.com/fence MEMBER Complete Access Control. Design. Products. Support. Leading single-source provider of integrated access control solutions and expert technical support for industrial, commercial and residential applications. Access Control Gate Operators Technical Support WFN0413 Safe Glide Gates ® and Hardware Your single source provider of gates, access controls, operators, hardware and support. Visit ProAccessSystems.com or call (800) 800-3356 today. ATLA N TA C H ICAGO DAL L AS DE NV E R WAS H I N GTON D C PH OEN IX TA M PA SLIDE GATES | SWING GATES | CRASH GATES | CUSTOM GATES AND FABRICATION We recently had the opportunity to speak with Chuck Huseman, president of FFC Fencing Company in Cedar Lake, Indiana, who told us that last year finished up better than the previous year, and that things were going pretty well so far this year. The company has been in existence since 1974. The company business mix is 70% residential and 30% commercial. On the residential side, vinyl and aluminum are the big movers, Chuck said. On the commercial side, the company does a lot of wind farm work, and perimeter security fencing. The company has a branch operation in Lafayette, Indiana, as well. The service area generally spans a 75 mile to 100 mile radius. The company's products include PVC fence, aluminum fence, cedar fence, treated wood fence, chain link fence, commercial fence, equestrian fence, gates, gate operators, PVC railing, aluminum railing, decking, arbors/pergolas and temporary rental fence. We then asked Chuck how has the economic downturn affected the company and if there were any structural changes to the company. He told us that, with a significant drop in sales, came downsizing, but core people continue to stay busy. There were no major structural changes, however. Overhead was reduced and, as a result, they now have controlled growth occurring. Chuck's example was "you blow up a balloon till it pops – then you need a new one." We then asked Chuck how their advertising has changed, and he told us that it has changed dramatically. Before the recession, the company spent a lot of money on Yellow Pages, newspaper and TV ads. Now, the company has gone to online, and "dressing up" locations by putting messages on graphic signs, setting up displays of fences, hosting a Facebook page, etc. We then asked how the labor situation was in the area and Chuck told us that they are able to find people, but the employee needs to be motivated enough to buy into the mission of the company. We also asked what the competitive situation was in the area and Chuck said that it was very competitive. In addition to having the usual long time competitors to deal with, the problem of additional competition creating pricing issues is present as well. We then asked how the company effectively competes with the fly-bynight companies who don't have the same overhead as legit companies do. Chuck told us that the only way, really, is to educate the customer as to what the company stands for in terms of quality and principles of the company's mission. He also pointed out that some people simply want to pay the least amount of money regardless of your attempts to educate them. We asked how the company typically warrantees a fence and we were told that the company explains what they can do for the customer and explains the conditions as situations dictate, and, he says, some people want to fix it themselves. We then asked how the economy was in the area, and were told that it's not as bad as in some areas. Chuck thinks that his philosophy has insulated the company against people who might be problem customers, as he markets for people "who can write a check for the job." On the local economic scene, foreclosures are significant, and the amount of bank owned properties is also significant; however, it is easing somewhat, he says. Lots of commercial property is vacant and available. There is not a lot of commercial renovation or construction going on. On the residential side, some houses in the $160,000 to $200,000 range 9 months to a year ago are now going up in value. Finally, we asked what the company strategy is for 2013 and we were told that "we are going to keep doing what we are doing." We also spoke with Matt Thompson of Fence Solutions Inc. in Lancaster, Ohio, who told us that the company was established in 1999 and has a service area of an approximately 100 mile radius in central Ohio. The company business mix is 50% commercial and 50% residential. On the commercial side, the company does work for Columbia Gas, in addition to schools, the county and city, and water treatment plants. On the residential side, the company does vinyl fencing, wood fencing, vinyl porch and deck railing, aluminum fencing, swimming pool fencing, and chain link with vinyl, which they fabricate and sell. This is the big product mover on the residential side, along with aluminum. continued on page 18