Built to Last

By making employees its best marketers, this construction company found solid ground.
Magazine Contributor
1 min read

This story appears in the April 2006 issue of Entrepreneur. Subscribe »

Bowa Builders Inc., a large-scale residential construction firm in McLean, Virginia, isn't big on . Instead, the --which had 2005 of about $38 million--has found that its best marketers are its 90 , who deliver on the company's pledge of "heroic ."

Co-founders Josh Baker and Larry Weinberg, both 42, make sure employees take the commitment seriously. They only hire builders who enjoy interacting with clients. Then, they reinforce the message during a new hire's orientation and through internal newsletters, , and quarterly awards for those demonstrating good customer service and other core company values like integrity.

Today, 90 percent of comes from repeat customers or referrals. "People are shocked when they're talking to a friend who says what a great experience they've had with a remodeler," says Weinberg. "It really differentiates us."

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