Opportunity or trouble?

Masonry Construction, Sept, 2003 by Rick Yelton

My teenage son has a dilemma. His car--an older model recently donated to him by his grandfather--is in need of repair. The boy's convinced that we (notice how his gift of freedom has now become "our" problem) should consider trading it in for something that doesn't cost as much to operate.

This scenario is like living through a classic example of one of life's greatest truths--be careful what you wish for because it may just come true. I had warned my son about accepting the responsibility associated with owning an older vehicle.

As a concerned observer, I am becoming very concerned that the masonry industry is on the verge of a similar problem--opportunity. The sudden growth of interest in residential masonry structures may lead to more dire consequences than marketing directors expect.

For years, masonry marketing experts have been promoting design as an excellent residential building system selection. And lately, more and more consumers are buying into the message. I am hoping that their response is due to the excellent marketing campaigns promoting sustainability, good appearance, survivability, or any other great reason to go masonry, But I think even more of the almost overnight interest is in response to one the nation's most current "bad news" messages--mold.

John Q. Public is learning about the mold problem in ways that the masonry industry marketing folks never considered. Major consumer magazines routinely discuss the potential health problems. Television consumer report shows offer tips on what to look for when purchasing a home. And just as telling if you're a residential homeowner like me, you just received a message from your insurance company describing its responsibility when it comes to any mold found in your home.

All these forces definitely encourage the sale of more all-masonry structures. But are you ready for this opportunity?

Informed buyers no longer accept poor workmanship that results in water penetration or leakage because they know that those little mold creatures need moisture to grow and multiply. And when they build with something that looks as solid as a rock, they don't want it to spring a leak.

Insurance companies are already concerned about the issue of product liability when it comes to water penetration. Many contractors have discovered significant increases in the product liability areas of their insurance coverage. When combined with the increased general liability costs associated with scaffold use, many good contractors may be on the road to going out of business.

Rather than waiting for the problem of meeting customer expectations to bring a high tide of problems, I think we should concentrate on the opportunity; Masonry contractors are a key link in avoiding the problem.

I think we need to consider an industry-wide effort to provide an approved training standard of dampproofing residential masonry structures. Notice I didn't write certification. We should come together to develop something like a "competent field inspector for dampproofing." These individuals would be trained much in the same way as ACI inspectors are for concrete testing and flatwork.

It would provide a common approach for masons, building inspectors, homebuilders, and consultants. The program also would assure new customers that masonry contractors are knowledgeable in meeting their expectations of building system quality.

Where should this effort start? Perhaps this type of program would be a great project for The Masonry Society. Perhaps it should be the Mason Contractors Association of America.

Regardless of who, it is not a matter of when. The time is now. Alter working so hard to convince home buyers to go masonry, it would be a shame to see them have a bad experience.

Your thoughts?