Mark Brunette could be considered a prophet of sorts. Years before the housing crisis occurred, he made the decision to walk away from most new home construction jobs. “I’m not going to say I saw it coming, but I did see a sales decline back in 2004 and knew something was wrong.”

It’s a decision the president of Brunette Exteriors has never regretted. “I walked away financially solvent and, besides that, I enjoy working more with homeowners than construction crews.” That work history has been extensive.

Brunette first entered the construction business in 1979 working for a roofing company. Three years later he owned his own business. “We started broadening our horizons,” he remembers. “Homeowners wanted more so we had to grow to meet the demand.” Soon, 80 to 90 percent of Brunette’s business was catering to improvements to single-family homes.

The economy has prompted even more changes for Brunette Exteriors. “We sharpened our pencils and cut costs where we could,” he says. Brunette started offering lifetime or unconditional warranties through the company and manufacturers to bring in business. “It wasn’t necessarily the cheapest way to go but it was the best,” he says. Crew members are also certified in installing their product and are required to keep up with their training. Brunette says up to 80 percent of his work now is from referrals and the Internet has prompted the company to adjust marketing and sales strategies. “People are educating themselves. They see high value in a company like ours with 28 years in the business and see trust and credibility.”

Despite the sour economy, Brunette Exteriors has continued to grow. “Last year we had up to 11 jobs going at any given time.” Their combined office/warehouse facility is now for storage only. The company’s sales and accounting offices are now run out of a separate 900-square-foot building nearby. Brunette says they’re also looking to develop a showroom down the road, but that idea is still in the planning stages. “We’re taking smaller steps to grow instead of trying to grow in a crazy way and have it bite us in the behind,” jokes Brunette. “We’re being cautious.”

Two new salespeople were brought onboard already this year and Brunette has plans for adding more jobs—he says that’s just the first step and feels it’s going to take support from Michigan residents to put Michigan employees back to work.

“We are definitely dedicated to the state. Our windows are built here, we use Michigan workers and we purchase products through local suppliers to keep Lansing going. Now our customers have to do the same and pump money back into the state.”

Exteriors of Lansing

Another company is doing what it can as well to solve the state’s jobless problem. Exteriors of Lansing, which offers services from roofing and siding to bathroom and kitchen renovations catering mostly to homeowners, has launched its own version of the Michigan Promise.

“People are tired of hearing politicians talk about creating jobs but not doing what they need to get it done,” says Tim Booth, president of Exteriors of Lansing.

The idea is based on sales. For every $500,000 in sales over $3 million dollars, the company will add one job with benefits. “We can’t wait for politicians to give us a handout. We have to do it ourselves.” Booth adds the concept is adding jobs for the state, one at a time. “Instead of shopping online, everybody should go down to a local store and make their purchase. That way everyone wins.” Booth expects the idea to add at least five positions at his company this year alone.

Even in a bad economy, Exteriors of Lansing has been holding its own. When Booth bought the company, it was doing about a half million dollars in sales annually. The purchase of the Kalamazoo store two years ago has added another $1 million in receipts. The company is a member of the Greater Lansing Home Builders & Remodelers Association and was voted Best Construction Company two years ago by Who’s Who. The company’s success has also allowed for staff levels to be increased, going from just four employees to the current 52.

Since the housing crisis has put the brakes on home sales of late, many homeowners are trying to find ways to offer that little something extra to attract potential buyers.

Curb appeal is always a plus, but will extensive exterior improvements really pay off? Both Booth and Brunette agree improvements can be made without breaking the bank. “Good roofing, clean siding and windows in good condition will definitely draw attention to the house,” says Brunette. He says a clean carpet and fresh coat of paint are also a big plus.

Booth says homeowners should be conservative in what they spend. “We used to say new siding or windows will give you a 75 percent return on your investment, but that’s not the case anymore.” He says there is not a lot people can do these days to hold home value. “If you need everything, start with a roof. It covers everything. Take advantage of tax credits for installing energy-efficient insulation, siding or windows.”

Booth says don’t spend your savings hoping to make a quick sale. “It’s the mentality of buyers today. They’ll find something to complain about no matter what you do to negotiate a lower price.”