This page contains a Flash digital edition of a book.
A 18 Sherman Publications, Inc. Progress Edition 2016 Builders Custom Flooring turns dream homes into reality

Builders Custom Flooring is a family- owned and operated full-service retail flooring boutique located in North Oak- land County’s historic downtown Lake Orion, Michigan, and boasts more than 2,500 square feet of flooring elegance for your home or workplace. Two and a half years ago, Dan and Debbie upgraded their business to a 3,000 square foot historic building at 11 South Broadway and have been making history since. As winners of the 2015 Houzz Service award, which is only given to 3 percent of businesses, and both the 2014 and 2015 Angie’s List Su- per Service award, Builders Custom Flooring has a huge reputation to live up to.

Dan and Debbie specialize in hard- wood, tile, and carpet installation, sand- ing and refinishing, and innovative projects to serve their constantly ex- panding community in the South-East part of Michigan, as well as supporting their fellow business owners by using materials produced in Michigan and the United States. To keep their services up to date and their products fresh, they attend workshops, tutorials, trade shows, and networking op- portunities yearly to ensure they are con-

They demonstrate this with keeping their business family and community based, hiring those within the community to fuel its economy. In fact, their son, Steve, and their son in law, Rick, joined the team and are making an impact with their expertise and experience in the floor- ing industry.

Builders Custom Flooring co-owner Debbie Burgess wants to help her customers create the home they’ve always dreamed of. “We’re not just looking to sell a product.

stantly evolving with the business and pro- viding their customers with the best quality work possible.

We are building relationships with our cli- ents,” says owner Debbie Burgess.

It goes beyond work, it’s passion. The Burgesses want to help create the home their customers have always dreamed of. One of BCF’s most common “assign- ments” for their clients is to bring in the key elements from their home. They ask for paint swatches, a cupboard door, or a sample of a customer’s granite countertop. And then they simply put the pieces to- gether to create the ideal space. Just walk into the store and you can feel the different textures of stylized tiles, hard woods, and laminates. The atmosphere of the luxury vinyl, beautiful ceramic, and porcelain finishes gives the customer a sense of the home they’ve always wanted. The variety of stone, glass, and crystals produces a feeling of an endless supply of options with exotic personalities to each and every display. With 29 years of experience in the busi- ness and over decades of combined exper- tise, Builders Custom Flooring provides its customers with the quality floors at a price they can afford.

The power of local buying and local marketing! Sherman Publications:

Did you know when you drive down the street and look at all your neighboring homes, that nearly three of every four of the families inside make decisions on what goods and services they will purchased based on what they seen in our papers?

That means of the over 55,000 address who get a Sherman Publication weekly from Goodrich down M-15 to Clarkston, over to Lake Orion, up M-24 to Oxford and east to Lakeville and Leonard, over 40,000 look at the ads and buy stuff based on what they saw!

That is the power of local buying and lo- cal marketing!

Sherman Publications, Inc (SPI) is the pub- lisher of four community newspapers, The Clarkston News, Oxford Leader, Lake Orion Review and the Citizen (up in Ortonville, Groveland and Goodrich); two total market coverage shoppers (The Ad-Vertiser and The Penny Stretcher); and one glossy coupon magazine called The Big Deal, which covers our entire circulation area, plus another 10,000 addresses in the 48328 ZIP code in Waterford. At the end of 2014, a national auditing firm released their findings based a phone survey they completed of area residents –

you, our readers. They asked about paper readership and local buying trends for the next 12 months. The findings, we am happy to report, are staggering. Circulation Verification Council (CVC), an independent, third-party reporting audit com- pany based in St. Louis, MO, audited The Clarkston News and Penny Stretcher circula- tion numbers – making sure what we report to the community is what we are delivering. (Hint, we are.)

So, after their audit, what did they find with their simple, Yes and NO questions of local residents?

Of the random residents surveyed: 98.6 percent recognized they received our


74 percent said that they, or someone in their home regularly reads or “looks through” our paper

73 percent said they “frequently” pur- chase products or services from local busi- ness ads seen in our papers. Wow! Nearly three quarters of the house- holds in this community use our paper when making buying decisions. Can, any other form of local marketing boast those numbers? For the skeptics out there, hold on a sec- ond. Let's talk about CVC. First, they audit

thousands of editions nationwide with a com- bined circulation over 55 million. Their audi- tors pour over our US Postal statements, printing statements and any other statement they can find, to come up with their findings. Their audits cover printing, distribution, cir- culation, websites, digital editions, mobile, email, social media and readership studies to give an accurate picture of a publication's reach and market penetration. Oh, and we did not pay for this audit. According to CVC founder and president, Tim Bingaman, “CVC uses a for-profit busi- ness model, which allows our company to remain completely objective in its reporting practices. We run our business the same way as financial auditors and auditors of all other media. There's no power of influence because most publishers do not pay us directly for our services, so we can be totally impartial and just report the facts. Today, CVC is known as the premier source of audit, circulation and readership data, and I’m proud of the work we do.”

Aside from assessing our papers' reach, Bingaman's company also got the pulse for locals' projected buying trends. Here are some of the answers you provided:

17% of your neighbors say they will get a

new automobile. That means if national aver- age cost of a new car is, $25,777, the local buying power is $189,476,601 in new car sales! (that's $189 million!)

18% will be in the market for a “new” used

vehicle. With the average cost being, $13,145. This represents another $108,026776 in sales. Let's see… oh, 7% of you say you will need a real estate agent (that's just over 2,700 transactions). If the average transaction is $240,000, local real estate agents will be ink- ing over $653 million dollars in contracts. Talk about the benefits of fiduciary relationships! A little over 3,400 of you plan to seek the advice of an attorney this coming year, rep- resenting over $3.4 million worth of legal ad- vice. I think local counsel may think about marketing in our pages to get a piece of that pie before all the billboard and TV commer- cial lawyers get all the action!

Thank you to our community – you local residents and businesses – who continually supports this local paper and for taking the time to respond to the survey. There are naysayers who say newspapers are dying. Bah! Once again those who say that do not live in the our area. Your community papers continue to thrive, insuring readers will be informed and entertained for years to come!

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55