TV Remodeling: ‘Extremely’ Well Done

When Extreme Makeover: Home Edition decided to take their show outside of California for the first time during season one, they set their sights on New York and found the company that could get the job done in the limited time that they had: Alure Home Improvements. The rest is TV remodeling history.

Over the next few years, Alure would be asked back to the show for a record-breaking six episodes. “We’ve had all sorts of firsts with the show,” says Sal Ferro, president of Alure Home Improvements. “We were the first company to do an episode outside of California, as well as provide a gift at the end of the show to the family and do a behind-the-scenes.”

However, the decision to partner up with Extreme Makeover: Home Edition can sometimes throw remodelers for a loop.

After all, it is entirely pro bono and there are concerns about the impact that shows like this can have on consumer expectations. Yet, that didn’t seem to stop Ferro, who acknowledges that sometimes homeowners can set their prospects too high.

“This is a TV show and there’s a tremendous amount of support that wouldn’t be on a home builder’s job. The homeowner needs to realize that it’s not a realistic expectation,” says Ferro. “This is Hollywood with a great humanistic approach.”

Not all companies are as fortunate though as Alure to be showcased on Extreme Makeover: Home Edition; however, there are several options to get involved in the community by giving back. “First, remodelers have to figure out what they have a passion for — children, animals, illnesses, or possibly the homeless,” says Ferro. “Find that passion and put forth a financial effort and time.”

While the show may have put Alure on the national radar for avid viewers of the hit series, this family-owned business has been around for over 60 years and is considered one of the top remodelers in the country. Just recently, this past February Alure was honored with a Forbes Enterprise Award, which recognizes outstanding businesses for their outstanding achievements.

According to Forbes, “these entrepreneurs represent what is best about business, demonstrating their accomplishments in key areas including product or service innovation, customer service, community involvement, marketing, and employee development and support.”

“We’ve taken Alure and really brought it up to a market leader in the United States over the last 20 years. We’re very proud of that and also for being ranked as one of the top 25 best companies to work for in the remodeling industry,” says Ferro. “Employees tell you that they like working here and it’s definitely something to be very happy about.”

Even though a multitude of awards and recognitions have been bestowed upon Alure Home Improvements, it has not seemed to faze Ferro at all. “I’m mostly proud that Alure has been able to grow a great management team. There’s been a tremendous effort toward developing people and that’s what’s driven the growth,” adds Ferro.