Furthering Professionalism

By Patrick L. O'Toole

Greg Theis, CGR, CAPS, is a remodeling leader locally and nationally

When Greg Theis, CGR, CAPS, launched his company in the mid-'80s, he decided that his name would be prominent in the company's name, Greg E. Theis Construction Inc. (He later changed the name to Greg E. Theis Remodeling.) But the idea was and is to convey the sense that he is a professional, that he will be stand by his work.

"I believe so strongly in quality, whether it is a quality project, a quality proposal, quality customer service, etc.," says Theis. "That is what I wanted from the start."

Today, Theis and is wife Tama, who have two grown sons, run the company with quality still firmly in mind. This year, says Theis, the company will complete 70 jobs on $1.25 million in revenue. And beyond the numbers, the firm has all the hallmarks of a great company: long-term employees, 20-year relationships with their primary trade contractors, and great repeat and referral business in their home town of St. Cloud, Minn.

From nearly the beginning, Theis was also very involved in helping foster professionalism in others. Toward that end he has been active in his local home builders association, the Central Minnesota Builders Association. Over the years, he has served in numerous capacities locally. Eventually he went on to help create a new chapter of the NAHB Remodelers within the CMBA, and served on the board since its first year. Today the CMBA Remodelers has approximately 60 members.

"I would say that getting our local council started and watching it grow has been my proudest accomplishment of my work on behalf of the association," says Theis.

To Theis, meeting other remodelers, networking with them and learning from them has been instrumental in his success to date.

"I've always treated my company as a professional business, not just a carpenter with a hammer," says Theis, "and my associations with my peers have helped me to do just that."

The Theises have always treated remodeling like a business. To Greg and Tama, being a professional means making a profit. At the level where they are now, in terms of revenue and number of jobs, they are reluctant to add more staff. Instead, the focus is on finding and securing the most profitable jobs.

This year they incorporated a marketing program that includes a newsletter to past clients, a postcard campaign to neighbors in areas where work has been completed or is underway and participation in a radio show.

When it comes to selling, the company has its own showroom and is in the process of putting a 42-in. flat screen monitor into a conference room where company staff and clients can meet to review design ideas, and develop new ones using CAD software programs.

"We recently had a client tell us we are a great company because we do what we tell people we are going to do," says Theis. "I always say that I may charge 110 percent, but I give 110 percent."

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