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Branding Expert Ed Delia’s Advice to NARI Members: Stop thinking like a Remodeler–Start thinking like a Customer


Whitehouse, New Jersey – Ed Delia, president of Delia Associates, a full-service marketing and branding firm located in Whitehouse, New Jersey, addressed the National Association of the Remodeling Industry (NARI) to provide advice to members facing a new year in which, according to research by CNNMoney, “the housing market will get worse before it gets better.” Delia’s presentation, entitled “Think like a Customer, win more Customers,” was given at the group’s October meeting at Beaver Brook Country Club, Annandale, NJ.

Delia’s advice: “If you’ve been “rolling along” for the past few years, and haven’t really experienced growth as an organization, it may not be that you’re doing something wrong. It more likely has to do with the fact that you need to do something different. What needs to change may very well be the way your brand is positioned, and who it is positioned to.” With an extensive clientele in construction and related industries, Delia gave his advice on how remodeling contractors can differentiate themselves from the competition and grow their customer base through branding in the upcoming year.

“A lot of construction and allied trade businesses are looking at 2008 with some apprehension and concern due to the sluggish housing market and, as a result, many are going back to basics. Those who haven’t had to work on business development and marketing as aggressively in previous years now need to reinvest and retool their marketing initiatives,” said Delia.

A big part of that, according to Delia, is to become more customer-focused in all forms of marketing. Rather than including a laundry list of services, and being all things to all people, determine who your “A” customers are and tell them how you will best meet their specific needs.

“If your best customers are people looking to remodel their kitchens, go after that market with specific messaging about how you can uniquely deliver value to those individuals. It’s about identifying a need and then showing that you are uniquely qualified to fill it,” said Delia.

He also urged remodelers to have user-friendly Web sites, to actively work on referral programs, and to become subject-matter experts, available to speak with the media about trends in the market.

“In the remodeling industry, reputation and experience are key elements for consumers to consider when looking for a remodeling firm. But what many business owners fail to recognize, is that those same key elements translate into brand perception once a job has been completed,” said Delia. “It’s always a pleasure to speak to members of NARI because they understand this is a core component of running a successful business. They are not just craftsmen, they are savvy business professionals who, with the right tools, will adjust to the market and achieve success.”

Entering its 44th year, Delia Associates has positioned itself as the “Brand Leadership Company” of New Jersey, and specializes in identifying and creating a distinctive brand identity for its clients through a unique blend of traditional and online media. In recent years, Delia Associates has helped many niche businesses achieve market leadership, in addition to consistent business growth. Ed Delia, president of Delia Associates, is a frequent speaker on branding. For more information, please visit:


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 Delia Associates

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