Your friend in the business

The Fred Case remodeling enTrepreneur oF The Year award

This boy from the Bronx runs a $50 million company
and has a heart of gold. He is unparalleled, say those
who know him well, in leading by example and
inspiring others to be their best.

S
al Ferro isn’t the complaining type, and you “I hate to lose,” he tells 17 members of his basement
can understand why. He takes great pride in sales team on this morning in early July. The group is
his 105 employees at Alure Home Improve- assembled in a room of Alure’s corporate office, in a
ments, a 62-year-old, $50 million company nondescript office park on New York’s Long Island.
that completes 2,000 jobs a year. He adores his wife The word “lose” is an overstatement; one of the most
and three children and gets tremendous pleasure from successful remodeling companies in the country, Alure
helping other families through charitable activities Home Improvements has had consistent double-digit
including ABC’s Extreme Makeover: Home Edition, sales growth and profits since the mid-’90s, when
on which he and his team have appeared an unprec- Ferro began transitioning into the CEO role long held
edented seven times. by his friend and mentor Carl Hyman.
Not only does Ferro have season’s tickets to Even in the down year of 2008, two of the four divi-
his beloved New York Mets, but he got to throw the sions that make up the Alure brand — home improve-
first pitch in 2006 and 2007. On any given weekend, ments and kitchens and baths — are on track to grow,
his golf buddies might include former pro hockey and the newest division, sunrooms, is holding steady.
players or movers and shakers from New York’s busi- Basement sales, however, are 15% off. Alure pio-
ness community. neered the franchising concept for Owens Corning
More reasons to smile: Ferro serves on a growing Basement Refinishing Systems in 1997, and consider-
list of boards and has a wall of awards. He’s never had ing that the company sold $22 million worth of base-
to lay off anyone. He also seems to simply relish the ments last year, any slowdown could have an impact
little things in life: competing in fierce backyard sports on the whole company.

Photo: Peter G. Svarzbein / WpN
games; chatting with strangers who recognize him at Ferro’s pep talk, delivered without notes but with
airports; joking around with staff; showing he can still a clear logic, meanders from the Mets’ maddening
break-dance at age 44; and, especially, watching other inconsistency to his golf handicap at a notoriously
people flourish in their own lives. tough course to the paralyzing impact the credit crunch
But there’s at least one thing Ferro dislikes, fer- and mortgage meltdown are having on “luxury” invest-
vently. And today, midway through a painful year for ments such as basements.
the construction industry, it is on his mind. But whereas the Mets’ wounds are self-inflicted,

Friend in the
00 Remodeling September 2008 remodelingmag.com

Business
l e a h t h ay e R SenioR editoR

remodelingmag.com Remodeling September 2008 00

Friend in the Business

Ferro says, “Our challenges are outside. You Leading the charge toward
are still outperforming the market,” the com- an Extreme Makeover.
Other contractors involved
pany’s finances are solid, and its management
in the program “let Sal
second to none. He then lays out a litany of run the show because
steps he is taking to kick things up, includ- he knows how to do it.
ing beefing up training, extending call center Failure is not an option
with this guy,” says Paul
hours, and the previous afternoon’s “blitz”
DiMeo. “These jobs are
of having managers personally visit jobsites done in extremely difficult
with Alure yard signs. He urges his audience conditions.”
to step up the energy as well. He asks: Who’s
planning open houses in the next few weeks?
Who’s been networking? What ideas do you of Extreme Makeover, to which Alure has goodwill that is very, very rare” among
have for the group? donated hundreds of thousands of dollars’ highly successful businesspeople.
“It’s very easy to invest in a company worth of labor and materials to rebuild the “Sal treats people extremely fairly, and
when things are great,” Ferro concludes. homes of people in need. Besides Ferro’s he’s definitely an optimist,” says Lisa DiFil-
“We’ve got a history of expanding in tough generosity and sheer competence as a con- ippi, an Alure vice president who came on
times, and when this cycle is over, we’re struction manager, DiMeo distinguishes his board as a bookkeeper 13 years ago. “He
going to come out smoking.” extraordinary “commitment to the players sees the best in people and builds on it,” not
in his company. He takes care of them and only finding ways to promote employees
Paying it FoRwaRd they in turn take care of him,” he says. “He far beyond their initial positions but help-
It’s that combination of optimism, transpar- can ask them to work 36 hours straight [on ing them identify and execute solutions to
ency, and steely determination that makes an Extreme Makeover project], and they will challenges. When referral rates drooped,
Ferro such a winning businessman. He’s not because they know he’s right there in the for instance, it was his and Hyman’s idea to
just admired; people who know him well trenches with them.” launch “PartnerPoints,” an enormously suc-
say he embodies a fundamental decency “I think Sal’s greatest quality is that he cessful referral program that rewards clients
that has a “pay-it-forward” impact on just treats everyone with respect,” says D.S. and staff alike for bringing in business.
about everything he touches, including Alure Berenson, a construction attorney who The program’s ultimate reward is an
Home Improvements’ stellar reputation as a has represented Alure for many years. “He all-expenses-paid Caribbean vacation with
company that takes care of people. always makes you feel as if he’s listening to Ferro and other Alure staff and trade part-
“He’s a guy with a heart as big as the your opinion and weighing it conscientiously ners. In four years, 57 couples and 30 Alure
building industry,” says Paul DiMeo, a star and seriously. That engenders a loyalty and employees have been treated to this sun-

Career and Business Highlights
1984 1989 1990-94
Receives Hired by Carl Hyman as a junior Assumes growing responsibility
degree in production manager at Alure Home as Alure’s sales manager and
business Improvements, then a 43-year-old, general manager.
administration family-owned business.
from SUNY
College of
Timeline photos: courtesy Alure Home Improvements

Technology at
Farmingdale
(now Farm-
ingdale State
College). In
2007, is inducted into the college’s Business
Hall of Fame. Shown here with his father, Sal,
and brother Timmy. Ferro, left, with long-time Alure
Photo: opening of previous Alure show- employees Mike Camastro and
room, early 1980s. The current show- Chris LoCascio, in the early ’90s.
room opened in 1990.



drenched celebration of the tropics — and,
About the Fred Case Award
more subtly, of the Alure culture. (See video
testimonials on www.alure.com.)
Even when the news is difficult, Ferro has
s al Ferro is the second winner of The Fred Case Remodeling Entrepreneur
of the Year Award, established and endowed by the founder of Case
Design/Remodeling, one of the largest full-service remodeling companies in the
an almost mystical ability to deliver it in a pos-
U.S. The award comes with a cash prize of $12,500 ($10,000 plus $2,500 for
itive way. “Sal never kicks somebody when
each of the four finalists, including Ferro).
they’re down,” says Mike Camastro, a 29-year
Three judges evaluated nominees based on three principal criteria: their
Alure employee who now manages the 200 or
business acumen and their company’s financial strength, their community and
so trade partners that do the bulk of the com-
industry involvement, and their entrepreneurial spirit.
pany’s production work. “He’s got a unique
“Sal represents not only entrepreneurial thinking but entre-
way of giving you the bad but making you feel
preneurial action,” says Mark Richardson, president of Case
inspired to go out and do better.”
Design/Remodeling and a judge. Besides Ferro’s generous
Hyman, whose father, Sol, founded Alure
charitable work, Richardson cites his lead role in developing
in the 1940s, says Ferro is “a strong, inspi-
the Owens Corning basement franchising program, his inno-
rational leader, especially in tough times.”
vative approach to “packaging” bathroom remodels at different price points,
After the attacks of September 11, Ferro
and his use of design-imaging software to differentiate Alure Home Improve-
gathered the team in his office, where he
ments from its competition and distinguish siding and other exterior products
managed to both respectfully share the grav-
as much more than commodities. “Alure is a breeding ground of ideas,” Rich-
ity of the situation and rally the Alure team to
ardson says.
support one another and emerge stronger.
Fred Case, though not involved in reviewing nominees, is “very impressed with
“His team will run through a brick wall,”
[Ferro’s] professionalism, his work with the basement franchise, and the adminis-
Hyman says.
trative systems that he’s developed,” Case says. “He runs a sharp operation in a
“One thing Sal says is, ‘When you need
very competitive market,” and Alure’s diversification and name recognition have
me the most, you’ll have me the most,’” says
helped him take intelligent risks and grow at a manageable pace, he adds.
Mike Kuplicki, manager of Alure’s basement
To learn more about The Fred Case Remodeling Entrepreneur of the Year
sales department. “He doesn’t just dump
Award, visit www.casedesign/com and click on “press.” —Leah Thayer
problems on your head.” Nor does he avoid
confronting them. A few years ago, Ferro feel about you?’ I figured they loved me,” tough to work for?’” He then itemized a few
invited Kuplicki to join him on a drive. After Kuplicki responded. examples. Kuplicki was briefly stunned, then
a while, “he turned to me and said, ‘Mike, They didn’t, he learned. “Sal said, ‘Would defensive, “and then I got into my recovery
how do you think the ladies in administration you be surprised if they think you are a little mode because Sal is great at getting to that.

1994 1997 2001
Establishes agreement with Carl and Bob Leads partnership Reads Raving Fans by Ken Blanchard and
Hyman to transition into growing ownership/ with Owens Corn- attends related training program that
leadership role at Alure over seven-year ing to develop a inspires him to develop Alure’s vision
vesting period. Takes official title of president drywall-alternative statement and customer service philoso-
in 2002 and president/CEO in 2006. basement finish- phy. Today, every Alure employee knows
ing system and the vision statement by heart and has a
franchise program. copy of the book.
Alure’s Owens
Corning Basement
Finishing System
franchise is now
the second-largest
in the nation, with
$22 million in rev-
enue in 2007.
Shown here with basement sales manager
With co-owners Bob (left) and Carl Hyman. and co-owner Mike Kuplicki, receiving award
from Owens Corning. Alure team members are expected to
embody the brand on and off the job.



No fair-weather companies involved But although Ferro is an inordinately
fan, Ferro has
in the makeover had good schmoozer, he is selective about the
followed the
New York Mets been asked to say a causes he supports, which run the gamut
all his life; twice, few words. from local hunger-relief organizations to
he’s thrown Ferro would speak a green communities initiative to the Boy
out the open-
last, and Viola wor- Scouts. And when Ferro is passionate about
ing pitch. He
weaves sports ried that his friend something, his room-filling warmth is both
analogies into would wilt under the genuine and charismatic, which contributes
his conversa- pressure of the crowd beautifully to Alure Home Improvements’
tions and pep
and the TV lights and overall success.
talks as both
a motivating cameras. “By the time “Their marketing works because Sal is
device and a the mike reached Sal, the figurehead,” Morey says. “He believes in
point of com- I was sweating for his products and leads with his chin, and if
mon interest.
this guy,” he remem- you see the TV commercials” — on which
bers. “What could Ferro himself appears, as he does in nearly
he say that hadn’t all Alure marketing — “you know he is for
He gave me a huge tune-up in the car, and he already been said? I wanted to hug him.” real. Everybody’s got a contractor nightmare
helped me see that my job is to motivate and Viola’s fears vanished the minute Ferro story. You want to work with this guy.”
inspire people, not to dominate them.” began speaking. “I couldn’t believe what Sal But don’t mistake Ferro’s nice-guy
pulled out of his hat,” he says. “He gave the demeanor for softness, says David Yoho Jr., a
leading with hiS Chin most beautiful speech. People were in tears. speaker and consultant with many construc-
One of the better-documented accounts of By the end, he had the entire place giving tion clients. “This man has gone out of his
Ferro’s motivational skills took place in New him a standing ovation.” way to build relationships to the degree that
Orleans in March. Ferro had flown in 22 staff That’s par for the course, say others who few people can find fault with his business
members and trade partners, including base- have observed Ferro at high-powered char- behavior,” he says. “What’s interesting is that
ment installer Robert Viola, to participate ity and networking events. “Some people are although Sal likes people and is a hugger, the
in the rebuild of a storm-battered church ubiquitous at these events,” says Jed Morey, man sets standards, and you’re going to meet
and home for the Extreme Makeover sea- who runs a marketing and media company them. He has an intensity and a competitive-
son finale. The project kickoff was held in a on Long Island. “The difference with Sal is ness. There isn’t a second in this man’s day
packed church, and the owners of the 12 key that he is the room when he enters it.” that isn’t about winning.”

2004 2006 2006 2007
Alure is selected as lead contractor to Launches Alure’s Home Per- Launches Alure Sun- Alure is named best remodeling
remodel the apartment of NYC fire- formance division in partner- rooms. In 2007, partners company on Long Island; revenue
fighters for ABC’s Extreme Makeover: ship with Energy Star and with Owens Corning exceeds $50 million. Ferro’s extra-
Home Edition. Alure has completed Long Island Power Authority. SunSuites Sunroom curricular honors include awards for
seven major projects for the show Helps to spearhead Green system and opens a humanitarianism, business leader-
and was lead contractor on six, with Levittown, aimed at reduc- sunroom division in Bal- ship, and “Legend of the Industry.”
Ferro on-site manager of each. ing the town’s carbon foot- timore, Alure’s first true
print by 10%. remote location.

Shown: Alure staff volun-
With Extreme Makeover star carpenter/ teering for the Interfaith The Ferro family in The New York
designer and friend Paul DiMeo. Nutrition Network. Times’ “Habitats” feature.



Making it haPPen Hyman says. “Most of today. Essentially,
To understand Ferro’s intensity, consider a the staff didn’t get that Piece by piece, everything about the
few defining moments in his rise to the posi- we were losing money. company — sales
tion of corporate CEO. Sal got it, and he rolled Sal accomplished and marketing, con-
Salvatore Ferro was born in the Bronx in up his sleeves to make things and earned struction, warranty,
1963, the fifth of eight kids of a taxi and limo things happen.” employees’ behav-
driver and a housewife, both of whose parents Among his accom- respect. He could ior on and off the
had emigrated from Italy. In 1971, the family plishments was resur- do any job in the job — would lever-
moved to Long Island, drawn by its schools recting the company’s age and reinforce the
and suburban promise, with Sal senior work- new but founder-
company. Alure brand as the
ing two jobs to support the move. ing kitchen and bath Carl Hyman most trusted home
When Ferro was 10, his oldest brother division. He created improvement com-
was killed in a car accident. Eight years systems, a pricing pany in its markets.
later, his father died the same way. Ferro left structure, and a team. “And guess what?” That same week, Ferro wrote the Alure
college after just one semester to help his Hyman says. “Within six months he totally vision statement: a 70-word ode to a culture
mother and siblings, working construction turned K&B around.” of customer service, high ethics, and “supe-
for his two brothers-in-law. “We were incredibly different in a lot of rior results.” Today, all Alure employees
His father’s loss both matured Ferro and ways,” Ferro says of his relationship with carry a wallet card printed with the statement
gave him direction. While holding two jobs, Hyman, “but we were both passionate. He and can recite it with a sincerity that suggests
he returned to school and completed his was brilliant and forward-thinking, and I they actually believe in the words.
studies at SUNY Farmingdale. To this day, was the charismatic sales guy” who also hap- Berenson says they do. “Alure is one of
he attributes his accomplishments there — pened to be good with numbers, honest, an those operations that really gets it,” he says.
honor role, business club president, home- outstanding delegator, and action-oriented. “If a customer has a problem, they take care of
coming king — to convincing himself that “It was clear he had a business owner’s it” rather than squabbling over a few dollars.
he “could achieve anything,” he says. mentality,” Hyman says, and in the mid-’90s This attitude inspires incalculable goodwill
Another defining moment came when the two men worked out a seven-year plan that is perpetuated through repeat and refer-
Ferro was 25. Newly married, and fresh off under which Ferro would transition into the ral business, a virtually spotless complaint
a miserably brief career as a stockbroker, CEO role with a growing ownership stake. record, and happy and loyal employees.
he was again juggling two jobs (one for his (Hyman is now semi-retired; four minor- In fact, certain phrases are part of the cul-
brothers-in-law) and considering starting ity owners include Kuplicki and Hyman’s ture at Alure. All start with Ferro and find their
his own construction business. On a lark, he brother, Bob.) way into the entire team’s vocabulary and
called Alure Home Improvements first. work ethic. “Having skin in the game,” for
Then largely a painting and wallpaper getting it example, reinforces how even minor efforts
company, with revenue in the $3 million In those seven years, protégé and men- can postively impact everyone else, includ-
range, Alure was just getting into the home tor accomplished much. They worked with ing companywide profit-sharing. “Always
improvement sector. The position advertised Owens Corning to franchise its basement be promoting” is a reminder to promote and
was junior production manager, and the first refinishing system, and then developed represent the Alure brand in every interaction
person to screen his call was Freda Krackow. the sales and installation processes for the possible, even when out of uniform.
“He was so cute,” recalls Krackow, who still system. They pioneered a proprietary soft- And then there’s this: “Be their friend
works part-time, at 71, surveying clients ware program that has the stunning effect in the business.” The goal, Ferro says, is to
about their experience with Alure. (She loves of letting clients visualize their home with make genuinely positive connections: by lis-
her job, she adds, because the average rat- hundreds of exterior combinations, all on a tening, helping, and being there for people
ing is 9.37 out of 10.) “I asked why he didn’t 42-inch screen in the Alure showroom. They long after their remodeling project is com-
want to stay with his family business, and he assembled innovative pricing structures and pleted. Behavior is key, he says. “We’re
said, ‘They don’t take me seriously.’” expanded Alure’s presence into Westchester always being watched in this industry.” Think
Hyman did take Ferro seriously, and the County and New Jersey. of everybody as a future client, he says, and
young hire quickly proved invaluable. In the Other defining moments were Ferro’s it starts to come naturally. R
recession of the early ’90s, for instance, which alone. In 2001, at a week-long training semi- For more about Sal Ferro and
unfortunately coincided with the construction nar with Raving Fans author Ken Blanchard, Alure Home Improvements, visit
www.remodelingmag.com.
of Alure’s showroom, “Sal worked his tail off,” Ferro had an epiphany that guides Alure


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