We have all seen or heard the news – relative to 2006, construction and sale of New Homes is down. The data shows that through the 1st quarter of 2007, new home construction is down ~25%. This is a good time to reflect on how you can use paint as an upgrade to bring additional value to your customers and to you.
	Home buyers, according to surveys, are often disappointed in the paint in their new abode. In fact, the latest data suggest that new home owners paint on average 18 months after occupying their new home. There is concern about having to re-paint in a year’s time, having paint that does not stand up to cleaning, and is not a color that would have been preferred.
Contractors are finding that builders are more receptive to top quality paint as an upgrade since this offers a more durable paint job and custom colors. In the end it results in fewer complaints from new home owners.

And what about repaint opportunities? Obviously, the repaint market is much larger than the new construction market. The same value proposition holds – it pays to use quality paint to ensure, among other things:

• excellent cleanability
• gloss and color uniformity
• excellent durability

In the final analysis, a quality paint lasts longer, looks better and is more economical over the lifetime of the product!

To get customers interested in paying extra for top quality paint, you need first to sell the benefits of a top quality paint job. Earlier surveys revealed that the single most effective tactic is explaining – in easily understood terms – the differences in performance between economy and top quality paints. You may find the table helpful in explaining the benefits of top quality paints:

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