Clemens Jellema Brings Fine Decks to D.C. Area
Clemens Jellema may have gotten his start in retail, but it’s clear that his background in construction in Europe has shaped his business, Fine Decks, Inc., here in the U.S. He started the company, located outside of Washington, D.C., in 1990 by himself, and today he keeps his three crews busy with work.
“I had always built furniture on the side, so I knew detailing and precision,” Jellema notes of his career, adding that it was his skills with wood that led him to where he is now. After coming to the U.S. in the late 70s/early 80s, both his friends and family took note of Jellema’s skills with wood and requested decks for their homes.
Luckily, the economy hasn’t impacted things one way or the other. “Even during a recession, I’ve never had a problem with getting customers,” comments Jellema. “I’m in a good area. People with high incomes and double-income families, so I’m able to sell and build high-end decks.”
Jellema adds that even though he seems to get primarily high-end work, he does enjoy working on townhouses. “I love to do pressure-treated townhouses, because I know exactly the profit to the penny,” he says, “and there’s no room for error, it’s like a vacation for me.” (He even offers a special discount for town home owners, starting at $4,850, on his website.)
Fine Decks handles about 80 to 90 decks per year, with the average cost per project falling between $25,000 and $30,000 (with $12,000 the lowest and $60,000 the highest). For $25,000 to $30,000, Fine Decks might install a 500 to 700 square foot ipe deck with ipe railing and a few extras.
Jellema says he designs most of his client’s decks because “they don’t know exactly what they want.” After drawing up a two- to three-dimensional plan, he includes that in a package along with a proposal, letter and product brochures/information, all of which is then presented to the potential customer.
“I notice a lot of contractors don’t do that,” he comments. “I may end up charging a little more, but the customer likes the professionalism of the package and chooses me…Nice presentation is important.”
Jellema says he doesn’t believe in follow-up calls—his theory is the customers know how to find him—and he doesn’t need to. “I’m always busy and I have a no-pressure sales approach,” he notes. “I sit with customers and help them make choices.”
Jellema helps design decks to match his clients’ needs, including taking into consideration their entertaining requirements, whether or not they will use the space for dining, and any privacy and/or safety issues. He says he strives to build decks that compliment the home, keeping an eye on scale and taking cues from the existing design of the home.
Fine Deck’s service area includes the area in and around Washington D.C. (Maryland), but Jellema says, “We have so many inquiries coming in that I can pick and choose the area we work in.” With up to 40 email inquiries per day, Jellema adds that he often refers work outside of a 20-mile radius to other decking contractors, and they reciprocate when possible.
The importance of a website is not lost on Jellema, who says that he has an advantage because few contractors in his area have websites. He also relies on email and the Web if a job is small or the customer know exactly what they want, adding that sometimes customers will email him photos of their yard to facilitate the design of their deck. “Sometimes, I don’t even see or meet them until I’m on the construction site,” Jellema laughs.
Though those types of jobs are rare (Jellema says he goes out on 80 to 90 percent of sales calls), he does handle all Fine Deck sales himself, spending a lot of weekday evenings and Saturdays putting together proposals for potential customers.
The rest of the time, Jellema is focused on project management. “If I have time, I will go out on a job and help a crew and see how the guys are doing,” he says, “and see if they can learn anything from me, or if I can learn anything from them…I try not to be the ‘big boss’.”
Jellema also recognizes when he needs a helping hand. “I know how it feels to work alone,” he explains. “But it’s important to get over the fear of not being able to pay another person. I have one person directly on my payroll that helps me with various tasks such as pulling permits…A lot of excellent builders forget to focus on the other side of the business. It’s important to learn computers or hire somebody part time to help.”
The other thing Jellema recommends learning about is product. “You can tell when a contractor doesn’t understand the product they’re using,” he notes. “I recommend focusing on three or four different kinds of decks/railings, and learning the installation rules. Choose three to four composite brands and get comfortable with the products.”
He also recommends looking at what’s locally available, “so you don’t have to special order and hold up jobs if you run out of something.”
When it comes to working with suppliers, Jellema is full of goods ideas. “Get your name out to lumber suppliers,” he says. “Treat them well, pay your bills on time. Know every single employee…If you’re friendly to them, they’re friendly to you.”
He also recommends feedback. “Give recommendations to [suppliers]—the only way they learn about the products they sell is from the contractors who use the products,” adds Jellema. “My supplier asks my opinion.”
He has cultivated a great relationship with his supplier, who constantly refers customers to Fine Decks. “I spend a lot of money with them, and I’m loyal to them,” Jellema explains. “In turn, they work hard to keep me happy. What goes around comes around.”
“You don’t have to be big to be successful,” Jellema concludes. “Focus on customer service, spend time with your customers and offer personalized service.
That’s a recipe for success.
