James Hardie Building Products has created a new reason for contractors to give their materials a try. The new Contractor Alliance Program offers marketing tools, lead generation support, and training to help contractors grow and differentiate their businesses. James Hardie says the new program is an "evolution" of its long-standing Preferred Remodeler and Associate Contractor programs.
The Contractor Alliance Program features five levels of membership, so owners of any size business will find a comfortable level of participation. The program starts with free membership at the HardieRewards level, which offers training opportunities and product purchase rewards. For a one-time $495 fee, contractors can opt to start at the HardieRewards Plus level which opens up access to sales, marketing, and business solutions, plus advanced training opportunities. At the top participation levels, contractors receive:
- One-on-one business planning with local James Hardie representatives
- A manufacturer recommendation through a professional listing and priority placement on the James Hardie Contractor Locator
- Contactor Alliance badges (shown at right) based on design excellence, GuildQuality ranking, sales, training and membership longevity
- HardieReward points and bonuses for James Hardie product purchases, which can be redeemed for HardieReward Program perks like jobsite tools, co-branded marketing, merchandise, trips and more
- Complete access to the new James Hardie Contractor Alliance Portal
Contractors that are currently enrolled in either of the legacy incentive programs will be automatically enrolled in the Contractor Alliance Program at a level commensurate with their current participation. "To advance into one of the levels where James Hardie will begin to recognize the contractor with an 'endorsement' on our website, the member must meet requirements for quality via GuildQuality satisfaction surveying, annual siding volume through completed James Hardie jobs, and usage of HardieTrim in addition to the siding," says Marc Setty, business manager for the company's repair and remodel segment. He tells Replacement Contractor that siding professionals can not buy higher-level participation in the program, which bases membership levels on "their quality and professionalism with the homeowner, business growth, and the contractor's commitment to the James Hardie brand."
In exchange for their commitment to James Hardie, Setty says the new Contractor Alliance Program "demonstrates our commitment to the contractors who help bring our brand to local markets all over the country. We have improved upon our legacy programs to make the new Contractor Alliance Program more appealing and easy-to-use at all levels."