Now let’s see how this translates to your remodeling business. What do prospective clients see when they first visit your office? - Do you have any credentials hanging on your wall to indicate your level of expertise?
- Have you “graduated” from a particular school in remodeling? In other words, do you have any "degrees" in your field of expertise?
- Do you belong to any professional, industry or civic organizations?
Remember, you only have one shot at making a first impression: so what do prospective clients see when they walk into your office? Display Your Credentials, Show You Are a Qualified Professional If you visited our office, one of the first things you would see is my state contractor’s license, which indicates that I am licensed to perform the work you want done. I would point out to you that this license requires me to receive 14 hours of continuing education every two years. Second, you would see my “advanced degrees” framed on the wall: one indicating I met the requirements to become a Certified Graduate Remodelor (CGR) and another certificate recognizing me as a Certified Aging-in-Place Specialist (CAPS). As a CGR, I am pledged to “conduct business affairs with professionalism and skill.” I am further pledged to “strive to meet all of their financial obligations in a responsible manner” and will “comply with the rules and regulations prescribed by law and government agencies for the health, safety and welfare of the community.” As a CAPS professional, I “have been taught the strategies and techniques for designing and building aesthetically enriching, barrier-free living environments.” I am also required to attend continuing education programs and participate in community service in order to maintain this designation. Scanning my office, you also would see that I am active in the industry and a member of my local, state and national trade associations. We have several quality awards on display in the office, too, but what we really want prospects and clients to see are our credentials. They signify that we are industry professionals and that, as professionals, we adhere to a particular code of ethics and devote a significant amount of time to our industry and to our community. Knowing all of this, if you were a home owner about to begin a remodeling project, wouldn’t you feel better about handing over your home to a professional contactor with credentials like mine? The NAHB Remodelors™ Council publication “Remodeling Your Home” (available through BuilderBooks.com) recommends that home owners who interview two or more remodeling contractors for their project “make a decision based on professionalism, not price.” Have you noticed a common theme here? License, education, ethics, job skills and industry involvement equals professionalism. The NAHB University of Housing offers CAPS, CGR and other professional designation courses. To search for current offerings, click here. The first impression you want to make with clients is one that shows you are a professional, qualified remodeler who can handle the project. Larry Murr, CGR, CAPS, is president of Lawrence Murr, Inc. in Jacksonville, FL. He has won numerous awards during his 30-plus years in construction and realty, including the 1999 Chrysalis Award as Florida Remodelor™ of the Year, 15 local quality awards and five Chrysalis awards for excellence in remodeling. For more information, contact e-mail Murr. | 
While we often talk about how much to charge for our valued work, we rarely talk about how to represent ourselves to the consumer. We throw the term “professionalism” around rather easily, but what does it really mean to be a professional remodeler? 