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Built to Last

By making employees its best marketers, this construction company found solid ground.

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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 advertising. Instead, the company--which had 2005 sales of about $38 million--has found that its best marketers are its 90 employees, who deliver on the company's pledge of "heroic customer service."

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, performance reviews, and quarterly awards for those demonstrating good customer service and other core company values like integrity.

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