Second generation remodeler is modernizing the company’s image and has doubled repeat and referral business in just five years
SALEM, ORE. April 26, 2016 — Kayla Van Lydegraf, vice president of Dale’s Remodeling in Salem, has been named as a 2016 “40 Under 40” remodeling professional in the U.S. by Professional Remodeler magazine. She was honored with the award in Dallas, Texas on April 14, 2016 where she attended the publication’s GenXChange Conference with business partner (and father), Dale Van Lydegraf.
Professional Remodeler’s 40 Under 40 award honors forty young professionals each year who demonstrate the ability to bring innovative and positive change to the remodeling industry. The publisher considered hundreds of candidates, and announced its selection in the April 2016 issue. At just 29 years old, Ms. Van Lydegraf is one of the youngest professionals chosen for the honor this year.
What brought Ms. Van Lydegraf to the attention of the judges is that Dale’s Remodeling is transitioning from a traditional, boomer male-owned remodeling firm to a Millennial, female-run company.
“We had exceptional contenders this year, and a lot of very strong professionals didn’t make it. Winning a spot in such a tight competition is a real achievement,” says Erika Taylor, Chief of Content with Professional Remodeler.
Second generation remodeling business
Part of the Dale’s Remodeling transition can be seen in the marketing, which Ms. Van Lydegraf brought in-house, with the goals of updating marketing strategies, refocusing from paid advertising to content marketing, reaching more clients and increasing profitability.
Relying on her natural creativity, she developed a strategic marketing initiative from the ground up including new branding, messaging, public relations, digital platforms and blogging. The new process has recouped over 70% in costs and doubled the company’s repeat and referral business.
“Since stepping into the family business in 2010, we’ve grown from father and daughter to business partners” said Ms. Van Lydegraf. “We learn from each other’s strengths and challenge one another which gives us great balance to reinvent the future of Dale’s Remodeling by improving processes and an overall client experience.”
Though her expertise lies in marketing, Ms. Van Lydegraf invests her time “working on the business” through monthly business management coaching as she steps in as the new face of Dale’s Remodeling.
“As any young female in a male-dominated industry, it takes perseverance and thick skin to win the respect of peers,” she said. “And I have big shoes to fill; although, it’s a unique challenge working with family, I’m lucky to have my dad’s guidance and full support.”
Multiple awards and industry recognition
Dale’s Remodeling and Ms. Van Lydegraf have had an eventful year so far. In February, she was elected as the Salem Director of the Oregon Remodeler’s Association (ORA), a chapter of the National Association of the Remodeling Industry (NARI).
Since Ms. Van Lydegraf entered the family business, the company has won more awards than at any other time in its history. Recent recognitions include Houzz for Customer Service and industry trade associations, including the Oregon Remodelers Association and NARI as 2015 Contractor of the Year.