| Anthony James Construction Master Builders | 215 north avenue west westfield, new jersey 07090 |
| (908) 233-2225 |
— By Jack McGee
Although the ENERGY STAR® label is most commonly applied to new homes, when a customer requested it for a renovation, Anthony James Construction achieved the transformation in characteristic style.
A custom home builder and remodeler, Anthony James Construction is also recognized for excellence in historic preservation, reflecting the company’s craftsmanship and ability to meet homeowners’ unique needs. It is a tradition that began with founder Anthony J. Cerami Sr. in 1952 and is carried on today by a second generation with owner Anthony Cerami.
”We’ve built a solid reputation in this market,” Cerami says. ”Our goal with each project is to exceed expectations, and that requires being an innovator and offering the latest products and approaches like green building.”
Cerami positions his business to build green by including environmentally friendly measures – both standard and as options – in his proposals. He says building green is both a marketing decision and a natural outgrowth of the company’s philosophy. ”Being a market leader is about maintaining our edge and continuing to expand on our strengths in innovation, design knowledge and service.”
All of those factors came into play when the company completed a major renovation that upgraded a house to ENERGY STAR® standards. Usually reserved for new homes, even the ENERGY STAR® program advises that it may not be practical for an existing home to qualify.
Cerami fielded the request when he reviewed the benefits of ENERGY STAR® with a customer before it was decided their home would not be torn down completely. Accepting the challenge, he consulted with experts and found it was possible for a renovated home to qualify for ENERGY STAR®. ”We were able to fulfill all the requirements, and the homeowner loved the result,” Cerami says.
Recommending ENERGY STAR® heating and appliances is standard practice at Anthony James Construction. ”Energy efficiency is a big selling point for us along with natural gas,” Cerami explains.
Natural gas heating is most requested by customers, and natural gas water heaters, dryers and cooktops are other favorites. Cerami recently began suggesting gas lights, ”They’re really starting to take off,” he says. ”It’s a very charming look, and with the electronic ignitions they add to a home’s character while using the latest technology. We’ve found that to be a winning combination.”
Building a Green Brand
For Anthony James Construction, going green goes beyond how homes are built. It is a way of communicating the company’s commitment to innovation and market leadership.
The company’s brand identity is defined under the banner, “We’re Going Green.” According to owner Anthony Cerami,” The “We’re Going Green” emblem is displayed on our trucks and our website next to the U.S. Green Building Council logo. We also use it in all advertising and printed materials.”
Cerami finds his best marketing tool is the company website, which includes a link to ENERGY STAR® online resources. The company also benefits from ENERGY STAR®’s name recognition and connection with green construction by placing signage on every ENERGY STAR® qualified home Anthony James Construction builds.
Further ensuring the company stands out from the rest is a unique and award-winning innovation – Anthony James Construction house wrap. Similar to the white wraps commonly seen on homes before siding is installed, the wrap garnered a Hanley Wood Remodeling Magazine marketing award in 2003. By protecting against moisture and air infiltration and improving energy efficiency, the wrap aligns with the company’s green brand while promoting awareness of the company on site.
Additional plans include a brochure detailing the company’s green building capabilities. “It’s all part of our strategy to gain exposure and recognition as a green builder and an innovator in the area,” Cerami explains. “We’re doing new things that the public is looking for, and this is helping us get the message out there.”
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