Educational Focus Differentiates Remodeling Firm

Frisco, TX — They say you should learn something new every day, and John Todd wants to make sure his clients do, too.

Todd, CAPS, CGR, CGP, CSP, CSM, owner of Elite Remodeling, has made it his business to educate both his clients and his staff, investing in whatever tools are necessary to ensure prospective clients can make educated decisions about their project.

He states: “Elite has been in business since January, 2002 and we have invested in education and software, as well as remodeling our own Showroom & Design Center to improve our skills, capabilities and ability to adequately and innovatively display [our products and services] to our prospects.”

But Todd recognizes that it’s not just technology, education or even the showroom itself that requires an investment. He also believes that firms must invest in top-of-the-line customer service in order to win and retain business.

He states: “We believe in overwhelming customer service. We work hard to learn from our miscues and ensure we are constantly improving, be it with gross margin, close ratio, customer satisfaction rates or referral rates.”

The Right Staff

Of course a great business begins with a great staff. And Todd cites his talented staff as key to his ongoing success.

Currently, the firm has five employees, including three NARI Certified Kitchen and Bath Remodelers, one Certified Remodeler, one NAHB Certified Graduate Remodeler, two Certified Aging-in-Place Specialists and two Certified Green Professionals.

Todd himself is a member on the NKBA’s Builder/Advisory Council, and he says he intends to have a CKD or CBD on staff in the near future.

He states: “Because we believe in education, we are constantly looking for ways to improve our overall business and construction skills through education. In fact, Elite has more certifications among our staff than any other Dallas remodeler.”

With all this combined expertise, perhaps it should come as no surprise that the firm has won numerous awards over the years, including being named the ARC “Remodeler of the Year,” an award that is presented annually by the Greater Dallas Home Builders Association. The ARC awards were created to recognize excellence in custom building and remodeling in approximately 60 categories, which include everything from Best CAPS (Certified Aging in Place Specialist) to Best Green Built Home to Outstanding Service by a Building Services Associate.

Elite also took home additional 2009 ARC awards for “Best Addition Under $100,000” and “Best CAPS Remodel,” which the firm won for the third straight year, Todd notes.

Super Center

While a talented staff is essential to the firm’s success, Elite also benefits from its 1,800-sq.-ft. Showroom and Design Center “where prospective customers can see not only the construction quality that Elite brings to the marketplace, but also meet the Elite team and judge their breadth of knowledge and creative approaches to residential remodeling,” according to Todd.

He explains: “One of the great differentiators in our business is that we are a general contractor specializing in kitchens, bathrooms and room additions. And by having a retail Showroom & Design Center, we allow our customers to visit us, inspect our quality and craftsmanship and get to know us so they can determine if we are the type of company they would like to work with.”

Location is important to any business, and Elite is no exception. Todd notes: “Our Showroom & Design Center is located in a high-volume residential traffic area, across from one of North Texas’ largest retail shopping malls and directly across from a Lowe’s store.”

While some might view it as problematic being located across from a major home center, Todd does not see this as a disadvantage for his service-oriented firm at all.

Unlike many home centers, which focus on volume and individual product displays, Elite relies heavily on vignettes to showcase unique design ideas.