Using Professional Designations in Marketing

Contractors who have earned the National Housing Quality certification are entitled to use the program's logo in their marketing materials. By Stacy Hunt Professional builders and remodelers often seek designation programs for the well-rounded education that the certifying organizations offer to participants. These designations provide knowledge in key areas of business where students may not have experience prior to entering the profession. Rich Elkman, past president of NAHB's Institute of Residential Marketing (IRM), first became acquainted with the IRM in 1980 while he was running a successful agency concentrating in retail advertising. That's when he decided to become a specialist in the housing industry. "But in reality," says Elkman, "I knew very little about the various disciplines of the business I was about to enter." Once someone has completed the educational requirements and has earned a designation, it's time to put that designation to work. Many businesses take advantage of marketing benefits offered by organizations such as the National Association of Home Builders and the National Association of the Remodeling Industry. The NAHB and NARI programs offer graduates access to marketing and communications material, such as brochures, that can be used to market the benefit of hiring a designated professional to consumers. Additionally, using the logos associated with these designations in advertising and marketing material often adds a competitive edge. "Many of our customers have come to us and told us that they selected our business because they saw the designations after our name," says Stephen Robinson, owner of R.E. Construction & Maintenance Services Inc. in New Castle, Ind. "I feel like they figure we're making the effort to be better than our competition, and that means something to them." NAHB and NARI list builders and remodelers with designations on their online professional directories, providing an additional opportunity to generate leads. Both organizations have extensive online resources to drive consumers to hire certified professionals. Quality matters Another interesting but lesser known designation program offered by the NAHB is the National Housing Quality certification for builders. This recognition usually applies to businesses rather than individuals (although the program also certifies specific trade contractors). Featuring the NHQ certification in marketing material can show the company's commitment to the quality of their houses through ongoing process and product improvement. The program also offers the annual National Housing Quality Award. Because the program is not as well known amongst consumers, winners need to do a little artful marketing is required on behalf of their businesses—but a commitment to quality isn't a tough angle. Other more function-specific certification programs, such as the Home Energy Rater certification offered by the Residential Energy Services Network or design and installer programs offered by the National Kitchen and Bath Association, offer similar benefits in terms of using the certification logos to differentiate a business in its public relations efforts and in online directories for consumers. Although most designation and certification programs focus on continuing education and providing support to professionals to allow them to grow their teams, and their businesses and their own expertise, a fantastic side effect of participating in these programs is a competitive edge in marketing. Take advantage of it! Stacy Hunt is a freelance marketing, communications and business consultant in the energy and environmental construction industry. She is the former business manager for BuildIQ and IBACOS Inc.