Trade Talk
FALL 2010
In This Issue
Win an LCD HDTV!
Send us your sales or installation tip, or send us photos of your best work demonstrating CertainTeed siding, trim, fence, decking or railing products used in an innovative way or projects that posed unusual installation challenges. If your tip or project is published, you'll win a 32" HDTV. The VIERA HDTV features 720p resolution, the iPod® Entertainment Kit, Intelligent Scene Controller, VIERA Link™, PC Input, and game mode. The competition will be hot, so don't delay. Submit your tip today.
Click here to submit your tip!
CertaWrap™ Weather Resistant Barrier

CertainTeed adds housewrap, flashing and tape to exterior cladding line.
CertaWrap Installation

CertainTeed has launched its first ever housewrap product, CertaWrap™ Weather Resistant Barrier. This timely addition to our line of exterior cladding products offers excellent moisture vapor permeance as well as air and water holdout. In addition, the material inhibits the growth of mold and will not disintegrate over time. Sealing all joints with CertaFlash™ BA peel and stick window flashing or CertaFlash™ Flex flexible flashing and CertaTape™ construction tape improves the performance of the weather resistant barrier by approximately 20 percent.

Unlike some housewrap products, CertaWrap has excellent tear strength. It also features CertainTeed's exclusive STUDfinder™ installation system, which helps ensure secure fastening to studs. CertaWrap Weather Resistant Barrier is backed by a Lifetime Limited Material Warranty plus 10-year SureStart™ labor protection.

CertaWrap is supported by a full line of marketing collateral, including a glamour brochure, product catalog sheet, installation instructions, samples and an updated product order form. For more information visit or call 800-233-8990.

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Siding Industry Gives Back

CertainTeed donated material and muscle to 2010 Millard Fuller Legacy Build.
Build-It Tour Trailer
Installation Specialist Roger Werner arrives on the site with his Build-It™ Tour trailer.

Indianapolis was the host city for the second annual Millard Fuller Legacy Build on September 6-10. To honor Miller Fuller, founder of Habitat for Humanity, the Fuller Center for Housing built seven new homes and renovated 15 homes in Indianapolis during the build week. Vinyl Siding Institute ( member companies, including CertainTeed, provided vinyl siding and VSI Certified Trainers for the build.

In addition to siding and accessories, CertainTeed sent the specially equipped Build-It Tour trailer and certified trainer Roger Werner to Indianapolis to help demonstrate how to install vinyl siding on new and renovated houses.

VSI has actively participated in builds with The Fuller Center for Housing since 2005. VSI members have supported it and Habitat for Humanity with more than $2.5 million in vinyl siding donations, installation training and volunteers since 1995.

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NEW! Fiber Cement Perforated Ventilated Soffit

Powerful perforated ventilation system provides 6.9 in˛ of net free intake per square foot.
Fiber Cement Perforated Ventilated Soffit

With more than 2,000 holes per panel and a net free intake of 6.9 in² per ft², CertainTeed's new fiber cement perforated ventilated soffit provides the best net free intake available in fiber cement soffit.

Proper Ventilation Is Key
Experts agree that the most effective system is a balance of air intake and exhaust that creates a uniform flow of air through the attic. This system creates a condition in which the roof temperature is equalized from top to bottom and supplies a uniform air flow along the entire underside of the roof deck. Proper ventilation is vital to protect against damage to the roofing materials and structure, increased comfort inside the home and energy savings:
  • In warm weather, ventilation helps cool the attic by minimizing the transfer of heat from the roof to the attic. This helps protect against premature failure of roof materials and helps reduce air conditioning costs.
  • In cold weather, moist warm air from cooking, bathing, and washing and drying clothes rises to the attic and creates condensation that can cause mold and mildew. Proper ventilation helps equalize the temperature differential and inhibits freeze/thaw cycles that cause destructive ice dams.
Fiber Cement Ventilated Soffit
CertainTeed's perforated soffit is offered in three sizes, in smooth and cedar finishes and is available primed ready to paint or factory prefinished with the CertainTeed ColorMax® Finishing System in designer solid colors or stains. For more information, contact your local distributor, call our Architectural Support Group at 800-233-8990 or visit

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Top Do's and Don'ts for Fiber Cement Siding
by Bob Werner, Application Sales Specialist

Fiber Cement Siding
Fiber cement siding is gaining traction in the marketplace for exterior cladding because it is extremely durable and resistant to everyday "dings," and it cannot be penetrated by wood-boring pests. As more consumers choose fiber cement siding when re-siding their homes, installers must be aware of the best installation methods.

Improper installation is the number one reason for callbacks, repairs, and warranty claims. To minimize problems and keep customers satisfied, contractors need to be sure they understand and implement proper fiber cement siding installation techniques.

Using the correct fasteners and fastening technique is crucial to ensuring that the siding performs as promised.
  • Use non-corrosive double hot-dipped galvanized or stainless steel siding nails. Do not use D-head nails, staples, finishing nails and/or construction adhesives to install fiber cement siding.
  • Nails must penetrate a minimum of 1-1/4" into structural framing. Structural-rated sheathing must be a minimum of 7/16" oriented-strand board (OSB) or 1/2" plywood.
  • Nails must be flush with the surface of material. Improper fastening can affect the performance of the siding. Overdriving the nails can weaken the holding power of the nail, cause moisture management issues and create hairline fractures in the siding.
  • When blind nailing, place the nail 1" down from the top of the board.
  • When face nailing, place the nail 3/4" up from the bottom of the board.
  • Do not counter sink or angle nails.

Expansion and Contraction
When installing fiber cement siding, you must leave room for expansion and contraction. Allow 1/8" at all trim locations. Butt end/joints should be installed with factory-sealed or factory-prefinished ends butted together in moderate contact.

For more information on proper installation techniques, consult the current CertainTeed Fiber Cement Siding Installation Manual on, or call 800-233-8990 for a copy.

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Updated Fiber Cement Installation Manual Now Available

Updated best practices and installation techniques for fiber cement siding and accessories.
Installation Manual

As contractors head into the fall season, CertainTeed Fiber Cement is offering an updated WeatherBoards™ Fiber Cement Siding, Soffit and Trim installation manual to help keep you current on installation tips and techniques.

The Fiber Cement Installation Manual (FC017) provides the latest methods and best practices for product installation describing and illustrating detailed instructions for various styles such as lap, vertical, and shapes siding. The manual reviews safety practices, storage and handling, cutting, fastening, wall preparation, painting and finishing.

CertainTeed's Sales Support Group is also available to help contractors with installation and product questions. You can call 800-233-8990 to obtain a copy of the updated manual, or you can download it from

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Consumer Brochure Explains Efflorescence

Two-sided brochure explains reasons and conditions for efflorescence and its removal.
Efflorescence brochure

Efflorescence – you know it occurs on all cement-based building materials, but do your customers understand why? A new handout, "The Facts on Efflorescence and Fiber Cement Siding" (FC047), explains the nature of efflorescence, why it occurs and how to remove it. This valuable leave behind can help homeowners and installers alike understand and control the problem.

Efflorescence is a naturally occurring white powdery substance that can appear on cement-based materials like fiber cement siding. The moisture in cement draws salt crystals to the surface, and when the crystals dry out, they leave a chalky substance on the surface. The new handout explains this process, notes that efflorescence does not structurally harm the siding, and offers easy methods to clean away the residue.

You can download an electronic copy of the brochure at

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VSI Webinars Available Online

Vinyl Siding Institute offers recorded webinars on design and green issues.
America Sides with Vinyl

Understanding that live webinars do not always fit everyone's schedule, The Vinyl Siding Institute ( has made two of its most popular webinars available 24/7 on the VSI website. "Designing Style: A Guide to Designing With Today's Vinyl Siding" and "A Dozen Things You Might Not Know That Make Vinyl Siding Green".

A continuing education course, "Guide to Designing With Today's Vinyl Siding" provides an overview of vinyl siding, including its history, certification programs, features and benefits, types of vinyl siding, architectural trim, and accessories. It also discusses how to incorporate vinyl siding in designs inspired by the Colonial, Romantic, Victorian and Eclectic periods of architecture. The course is approved for credit by most major accrediting institutions, including AIA/CES, CSI, AIBD and AIBC.

"A Dozen Things You Might Not Know That Make Vinyl Siding Green" is presented by Sustainable Solutions Corporation. It demonstrates how vinyl siding scores well on tough environmental measures through all life-cycle stages, including raw material acquisition, manufacture, transportation, installation, use and waste management. This course also qualifies for AIA Learning Units.

The recorded webinars are free at

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Cedar Impressions® Siding Receives VSI Certification for High Performance

High-performance polymer shakes and shingle siding certified by independent third party.
Cedar Impressions Siding

The Vinyl Siding Institute has certified Cedar Impressions® polymer shakes and shingles. The new certification provides installers and homeowners additional industry-backed assurance of the siding's high-performance attributes. Cedar Impressions also meets the 2006 International Building Code® and 2006 International Residential Code® as indicated by the ICC Evaluation Service.VSI President and Chief Executive Officer Jery Y. Huntley said, "In addition to being an attractive, durable choice for home exteriors, certified polypropylene siding offers added assurance that the product has passed a variety of performance tests. While some manufacturers claim their siding meets the industry standard, certification through VSI is the only way customers can ensure that their polypropylene siding has been independently verified by an accredited quality control agency."

To qualify, polypropylene siding must meet or exceed the performance criteria of the ASTM D7254 Standard Specification for Polypropylene (PP) Siding. The criteria include tests for weatherability, wind resistance and impact resistance, among others. VSI's third-party administrator, Architectural Testing, Inc. (ATI), reviews and conducts twice yearly, unannounced inspections. Injection molded with durable polymer, Cedar Impressions panels are thick and extra rigid. Their innovative features combine for strong, consistent performance designed to withstand hurricane-force winds. Other performance attributes include a patented PanelThermometer™ and temperature lines and reinforced nail slots for secure installation. Ribs on the back of the panels add structural stability for extra protection against warping, cupping and distortion. A molded Perimeter Lock™ creates a seamless look that also holds panels together securely. For more information about Cedar Impressions polymer shakes and shingles, go to"Polypropylene Siding: Certified for Performance," the VSI's guide to polypropylene siding, can be downloaded from the VSI website (

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Marketing in the 21st Century

Matt Gibson, manager of Contractor Programs, shares his thoughts on marketing your business through social media.

CertainTeed Blog
Social media is useful for almost every type of business. Cafes, retail stores, and even professional services can build their online reputation and increase trust through Facebook, Twitter and other social media. By taking advantage of social media, you can make your business more accessible and more personable, and you can maintain ongoing connections with former and potential clients. To increase referrals and illustrate your work, social media can be a powerful tool.

As social media gains a foothold with audiences of all ages, building professionals who are not marketing through a website or social networking page (such as Facebook and LinkedIn), posting videos of completed projects on YouTube, or posting articles and comments on a blog could be missing out on potential leads. The internet can be a significant, cost-effective lead generator that should not be ignored by building professionals.

Also, while direct mail and advertisements in local publications still have value, websites are a must. Consumers use the Internet to research companies and products, and your business should be accessible to them through multiple online avenues. So if you haven't examined the possibilities, now's the time to log on to Facebook, Twitter, LinkedIn or Google Blogs and explore the possibilities.

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Speaking of Marketing...

Contractors use new media to showcase products and projects.
5-Star WebCheck

Wayne Hollier of Louisiana-based Hollier's Home Improvement, a CertainTeed 5-Star Contractor, recently decided that he needed to have a website but wasn't sure how to begin. Through previous CertainTeed publications and e-mails, Wayne knew about WebCheck™, which CertainTeed offers to credentialed contractors. Wayne needed to provide specific information to set up the basic framework for the website, but WebCheck helped him craft the site to include keywords that lead potential and former customers to his home page. WebCheck provided assistance in setting up the site, but now that the website is complete, Wayne is updating and maintaining the site himself. This added visibility has been a positive factor in expanding Wayne's lead generation efforts.

Steve Czerwinski of Steve Czerwinski Inc. (East Hartford, CT) has posted his newest commercial on his company's website. Czerwinski, a Master Remodeler, uses the commercial to announce the addition of WeatherBoards™ Fiber Cement Siding to his line of CertainTeed siding and accessories.

John O'Brien of MasterCraft Home Improvements (Hanover, MA) is using Picasa, Google's online software for posting and organizing photography, to publicize his company's work. MasterCraft has posted a "web album" of more than 50 before-and-after photos on the Picasa website. In addition to sending his e-mail contacts a link to the site, O’Brien has posted the link on his website. He also markets his company through Facebook, YouTube, Twitter, LinkedIn and an online newsletter.

Financing for Home Improvements

That Home Improvement Guy can help you take advantage of its nationwide network of lenders that can provide home improvement financing for your customers. Month-to-month payment loans, some installment loans, and same-as-cash loans are available. Loan amounts can be as high as $30,000. Check out That Home Improvement Guy for various financing options.

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In Case You Missed It

Links to recent articles to help you grow your business.

Here are some articles we've come across in the last few months that we think you might be interested in.

From the May and June 2010 issues of Qualified Remodeler:
  • "Break-Even Sales Volume" by Jon Minnick – If a remodeling company wants to stay in business, it must know and understand its break-even sales volume.
  • "Lead Paint Rule Opt-out Is Revoked" – One day after the Environmental Protection Agency's (EPA) Renovation, Repair and Painting Rule (RRP) became fully effective on April 22, 2010, the agency announced significant changes in how remodelers must respond to a rule many feel unprepared to address.

From the June issue of Remodeling:
  • "Mixing Up Markup" commentary by Linda Case – The first step in calculating a markup is to pinpoint your overhead costs and net profit goals (pg. 19).
  • "Your Clients: Grassroots. Good Neighbors. Blue Skies." A recipe for low-cost, high-impact, warm-weather marketing (pg. 33).
  • "Your Team: Video Library" – Short videos help train new employees in processes and procedures (pg. 41).
  • "Your Projects: Thinking Outside the Dumpster" – Deconstruction and recycling take longer than demolition, so contractors should plan ahead (pg. 47).

Let's Grow Together Yet One More Reason to Become a 5-Star Contractor

"Let's Grow Together" is a new program available to 5-Star Green contractors who install CertainTeed products. CertainTeed will donate a tree in the homeowner's name to American Forests, an organization dedicated to improving the environment by planting and maintaining trees. The homeowner completes a form on the CertainTeed website and we do the rest. Be sure to include the "Let's Grow Together" flier in your marketing and leave-behind materials. Log on to for information about qualifying as a 5-Star Green Contractor.

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Win a Free Apple® iPad™

Show us your take on what makes CertainTeed products different from the rest.
CertainTeed: Your Take

What do you like most about working with CertainTeed products? Show us and have a chance to win the CertainTeed: Your Take video contest. Create a YouTube™ video that demonstrates why you prefer CertainTeed products and how they help you achieve the best results.

All the videos will be judged on originality, creativity, and message delivery. If your video is judged the winner, you'll receive an Apple® iPad™, and we'll send a press release about your winning project to the media outlets in your area. Download the entrance requirements and instructions on how to upload your video at

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CertainTeed Recognizes Loyalty of Portland Home Improvement Company

CertainTeed Recognizes Loyalty
Senior Territory Manager Mike McNulty (right) presents an Achievement Award to Arthur Jacobson, President of
Ste-Mar Inc.
CertainTeed Siding Products recently named Ste-Mar Inc. Home Improvement and Remodeling company one of CertainTeed's top Loyal Remodelers. Senior Territory Manager Mike McNulty presented the award in recognition of Ste-Mar's loyal participation in CertainTeed's Building Solutions™ Remodeler Program. Family owned and operated since 1969, the Portland, ME-based remodeler specializes in CertainTeed Roofing and Siding, and Paradigm replacement windows.

When he received the award, owner Arthur Jacobson stated, "I'm proud to receive this accomplishment, but even prouder that I have been able to build my business on referrals from generations of satisfied customers." McNulty commented, "CertainTeed is proud to provide products and services that help contribute to Ste-Mar's success."

For more information about Ste-Mar, Inc., and its services, call 207-773-7465. Information about CertainTeed's Building Solutions program is available at

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The Winner Is...

Charles Peoples of TJT, Inc. in Meridian, ID. As our thanks for sending us the following installation tip, Charles will receive a 32" VIERA HDTV.

Peoples writes, "In the 70s, I worked with a guy who used three garbage cans on each siding job. He labeled the cans 'Factory Left,' 'Factory Right,' and 'No Factory.' As he installed siding next to windows and doors, he stood the leftover pieces up in the garbage cans. Knowing that the can was 32" tall, he could judge which piece he needed next by looking in the can. When he was up on the ladder, he'd yell to cut the piece that was about the right length. He had virtually no waste on the job, so even though he'd taken enough material for an average 14-square job, he would bring back a square or a square and a half every time."
Money-saving tip

"A few years ago, I shared this tip with an installer doing an apartment complex. The installer used 211 squares on a building that was budgeted for 200 squares. The owner said he wasn't going to pay for the overage, and when I saw the waste pile from the first building, I understood why. After the installer started using the 'garbage can' method, he installed from 186 to 190 squares on the rest of the buildings. The project came in under budget, and everyone was happy."

Thanks, Charles, for sharing this money-saving, environmentally friendly tip.

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