---

---

Published: June 25, 2009
By Ken Odor

With an economy in recession, one might expect a family owned business to cut back on trade conferences and the like, to focus only on the essentials.

And as everyone will admit, the local economy has taken a downturn.

“In October the bottom fell out,” recalled Ed Lane, 64, owner and CEO of Lane Homes & Remodeling, Inc. in a recent interview at the business located on Route 6 in eastern Goochland.

But although business slowed down, Lane Homes still hosted a planned Remodelers Advantage Executive Roundtable here, inviting a dozen remodeling firms to come and study their business.

The company, owned by Ed Lane and his son Edward Lane, has been in business since 1984.

“The last two quarters have been slow,” said Ed, 64, “but now we are seeing an uptick in inquiries.”

Ed said in past recessions sometimes business actually picked up, but this one has been longer and deeper. Lane Homes cut its staff in half, a painful process, he said.

“We had to do it,” he said, but added that the company has kept their key people in each department.

“We still have the expertise,” he maintained. “The need for repairs and remodeling never goes away, it only backs up.  We anticipate 2010 being a very good year.”

Ed and Edward, 34, said their association with Remodelers Advantage was more important than ever during the current recession.

The three-day meetings, held twice each year, help the companies study each others’ operations and learn from each other.

The visiting remodelers stayed at the Jefferson Hotel in Richmond. The roundtable visitors spent one day interviewing the department heads at Lane Homes and one day with Bobby and Jeff Ukrop of Ukrop’s Supermarkets, followed by an all-day session at the Jefferson to wind things up.

Ed Lane said regardless of business type, customer loyalty is key and lauded Ukrop’s for their vaunted customer base.

“We are envious of Ukrop’s strong brand loyalty and would love to achieve it one day,” said Ed.

The Lanes are studying ways to improve their marketing, including the addition of an online newsletter.

Another idea that sprang from the roundtable is a desire for a better computer system to monitor sales and point them in the direction of greater profitability.

The Lanes emphasized the design/build aspect of their operation.

“What we are selling is a process from beginning to end,” said Ed. “Every step has to be a positive experience, minimizing any inconvenience.”

Edward said energy efficiency is more important than ever in the remodeling business.

Succession planning is also a focus at Lane Homes, said Ed, now that he is approaching retirement age, although he doesn’t anticipate an abrupt change. Edward will gradually assume more day-to-day control, but Ed will keep his hand in too.

“I love what I do,” said Ed. “It’s not like coming to work.”

---