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WISCONSIN Badger
ISSUE 1 // 2021 Official Publication of the Wisconsin Builders Association®
Permit No. 11
Ft. Atkinson, WI
PAID
Delivered to you as a U.S. POSTAGE
benefit of membership PRSRT STD
wisbuild.org
On The Cover The image featured on the cover and on this page is courtesy of Door Landscape & Nursery in Egg Harbor; a member of the Door County Home Builders Association.
This Issue
ISSUE 1 // 2021
10
12
President’s Perspective .......... 4
14
Economy............................... 7-8 Hot Topic.................................16
From the Editor........................ 5 Member Spotlight ................10 Event Recap............................17
Advocacy.................................. 6 Local Success.........................14
WBA Professionals 2021 WBA Executive Committee 2021 NAHB Representatives & Directors
660 John Nolen Dr. Ste 320, Madison, WI 53713 President .................................Abe Degnan (MABA) State Representative............Brian McKee (MABA)
(608) 242-5151 | www.wisbuild.org President-Elect........................ Cory Sillars (WABA) Builder-Director......................Abe Degnan (MABA)
Executive Director Treasurer.................................Mike Howe (MCHBA) Associate-Director..............John Kassner (MABA)
Brad Boycks – ■bboycks@wisbuild.org – ext.16 Secretary ................................... Jim Doering (MBA) NAHB Build-PAC Trustees
Immediate Past President ...Jeff Dorner (DCHBA) Trustees...................................Brian McKee (MABA),
Director of Communications
Associate Vice President................Terry Welnicke David Belman (MBA)
Alicia Naleid – analeid@wisbuild.org – ext.13
(MCHBA) Alternates..Monica Sommerfeldt Lewis (CVHBA),
Director of Operations Associate Vice President-Elect...........Angie Kieta Mike Check (MCHBA)
Joan Olson – jolson@wisbuild.org – ext.12 (MABA)
Other Committees & Councils
Outside Legal Counsel State Representative............Brian McKee (MABA)
Building Industry
Axley • 608-283-6741........................Robert Procter Past Officers Representative...........David Belman
Council President.................. Jeff Dorner (DCHBA)
INSURANCE (MBA)
Finance Committee Chair .............Chad Wuebben
Business Advocacy Chair..................Mike Derrick (SCVHBA)
(MABA)
Frankenmuth Insurance via local Frankenmuth Membership & Local Officers Chair......Alex Forer
WB Foundation President................ Harvey Kessel
agents & Don Miller; The Brehmer Agency (WABA)
(MABA)
Health
The Insurance Center of Wisconsin
(920) 419-1055....................................Fred Wilmsen
wisbuild.org // Wisconsin Builders Association 3
President’s Perspective
BY ABE DEGNAN, WBA PRESIDENT
Welcome to 2021
W elcome to 2021! During
my second presidency at
Madison Area Builders Association, my
customers, while at the same point,
many of my customers here in Dane
County are conflicted about having
Unfortunately, some of the uncertainty
of the recent past has continued. The
member meeting, golf outing, and celebra-
installation banquet was canceled due people working inside their homes doing tion of housing event we planned to have
to a snowstorm. remodeling. Add a new adminis- July 14 and 15 at SentryWorld in Stevens
Now at least tration with many uncertainties Point will be changing. SentryWorld has
it was easy to remaining. been chosen as the host site for the 2023
predict that the How long will this last? Not that U.S. Senior Open Championship and will
mess would be any of us have a crystal ball, but most be undergoing renovations at the time
cleaned up in a of us now know that it’s important we previously scheduled our events.
couple of days. to make hay while the sun is shining. Please stay tuned as we formalize new
Yet, here we sit, Keep persevering and keep working. plans, but rest assured, the summer
more than a year Be prepared for the future and be sure meeting, golf outing, and celebration
after the first case to put a nest egg away to be prepared will be taking place at a TBD date and
of Coronavirus for when the next downturn happens. location. We’re still planning to celebrate
in Wisconsin, with no clear game plan We certainly know that this business of the accomplishments of this industry
on where things are going. As many of home remodeling and home building is and reinstitute the Badger Craftsman
you already know, I am part of the Dane cyclical, and we certainly know that the Awards, which are exclusively sponsored
County bubble, part of the state that economy of the United States is cyclical. by Johnson Financial Group. The fact is
believes and behaves very differently Don’t be caught short.
from the rest of the state. We have more Meanwhile, the resources of the
restrictions and more executive orders Wisconsin Builders Association and
and more fear here. We certainly have the NAHB have been here to help us.
no less coronavirus than other areas of The WBA has been looking over the that so much of our friendship, trust, and
the state. Are the regulations doing any governor’s orders and sending out growth happens outside of the meetings
good? I don’t know. Are businesses and updates. The NAHB has their pulse on either over a coffee, a beer, or a round of
families being affected? You bet. the national situation and tax laws. golf. Do everything you can to be a part of
And so, we have this, a set of con- Make sure that you are on the email lists these events once rescheduled and I look
flicting circumstances that we all face. for NAHB and WBA to get the pertinent forward to seeing you there.
Rising cost of goods. Difficulties with information that you need. Be assertive Always feel free to reach out to me.
labor. And increased demand from and be safe, to do what you need to do. 608.575.4073. Abe
MISSION STATEMENT VISION STATEMENT MOTTO
A professional trade association, WBA advances the housing Affordable, innovative and environmentally “Protecting the American Dream”
industry for members and consumers through government conscious homes accessible to all.
involvement, education and promotion.
Wisconsin Badger Builder is the official publication of the Wisconsin Builders Association®.(WBA) and is published by WBA, 660 John Nolen Dr., Ste 320, Madison, WI 53713-1469. Periodicals postage paid at
Madison, WI 53701 and additional mailing offices. All advertising is subject to acceptance by the Wisconsin Badger Builder editorial review committee. The publication of any advertisement is not to be construed
as an endorsement of the product or service offered. The contents of all material available in the publication are copyrighted by WBA unless otherwise indicated. All rights are reserved by WBA, and content may
not be reproduced, disseminated, published or transferred in any form or by any means except with the prior written permission of the Wisconsin Builders Association®. POSTMASTER: Send address changes to
Wisconsin Badger Builder, 600 John Nolen Dr., Ste 320, Madison, WI 53713-1469. SUBSCRIPTIONS: Subscriptions available through membership in the Wisconsin Builders Association®.
4 Wisconsin Badger Builder
From the Editor
BY ALICIA NALEID, DIRECTOR OF COMMUNICATIONS
Onwards and Upwards
A new year is upon
us, and with that
comes a rejuvenated energy.
yet, be sure to check out
our schedule of speakers
in Upcoming Events below
that we will be having a new Celebration
of Housing event occurring in conjunc-
tion with our summer meeting and
Lots has been happen- and sign up to join us for a golf outing. We are also re-launching
ing here at WBA that I am future webinar. our Badger Craftsman Awards where
excited to be able to share We have had some asso- members can nominate themselves for
with you all. ciation members, leaders, a wide range of awards; from best house
In December we launched and locals that have won remodel, best new home, kitchen renos,
our new, free web series significant awards and been bath renos, and more. Be sure to visit
called Thirdy on Thursday. named to prominent roles www.wisbuild.org/badgercraftsman for
They are 30-minute virtual events where within the association that we highlight details. Entries are due by May 1.
affinity partners, housing experts, on Page 17. Be sure to check that section Onwards and upwards from here!
business executives, and government out and drop a congratulatory note to Regards, Alicia
leaders join us to share information those folks – much deserved!
analeid@wisbuild.org
relevant to you! If you haven’t joined us Lastly, we are excited to announce
Upcoming Events
2021 Wisconsin Builders Association
Be a Part of the Fun! January February March April
Join us on the third Thursday of each month for our Su M Tu W Th F Sa
30-minute web
1 2
Su M Tu W Th F
series, Thirdy
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Sa
6
Su M
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Tu
2
W
3
Th
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Sa
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Su M Tu W Th
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F
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Sa
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on Thursdays! Guest speakers will range from affinity partners to business execu-
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10 11 12 13 14 15 16 14 15 16 17 18 19 20 14 15 16 17 18 19 20 11 12 13 14 15 16 17
tives and government leaders. Visit www.wisbuild.org/wba-events/30
17 18 19 20 21 22 23 to register for 21 22 23 24 25 26 27 21 22 23 24 25 26 27 18 19 20 21 22 23 24
24 25 26 27 28 29 30 28 28 29 30 31 25 26 27 28 29 30
sessions you’re interested in, or to view old ones you31may have missed!
May June July August
April 15: Representative May 20: Kerry Thomson,
Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th
June 17: Su
F Sa
Speaker Robin
M Tu W Th F Sa
John Jagler; Housing The Impact of1Development
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Vos;
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State
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of Wisconsin
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Committee Chair in Rural
9 10 11 12 Areas
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30 31
{42}
September October November December
Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa
2021 Wisconsin Builders Association Due to required renovations at SentryWorld in Stevens Point, our summer
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January February March April member meeting, golf outing, and celebration of housing that were supposed
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Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa 19 20 21 22 23 24 25 17 18 19 20 21 22 23 21 22
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to take place there in July are now in flux. Stay tuned to communications
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from WBA on the future of these events.
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Dates
May June July August Jan 22 WBA President's Installation, WI Dells TBD Member Meeting Day/Celebration of Housing
Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa
Feb 8-10 IBS, Orlando, FL TBD WB Foundation Golf Outing
1 1 2 3 4 5 1 2 3 1 2 3 4 5 6 7
2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 14 Feb 25 Finance Committee Meeting Jul 29 Finance Committee Meeting
9 10 11 12 13 14 15 13 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 21 Mar 3-5 B4 Conference: Aug 12 Executive Committee Meeting
16 17 18 19 20 21 22 20 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28
23 24 25 26 27 28 29 27 28 29 30 25 26 27 28 29 30 31 29 30 31
Mar 16/23 Advocacy Day Sep TBD Executive Officer Summit
30 31 Apr 01 WB Foundation Annual Meeting Oct 07 Virtual Member Meeting Day
{42}
Apr 08 Executive Committee Meeting Oct 14-16 NAHB Fall Leadership, Houston, TX
September October November December
Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa
May 06 Finance Committee Meeting Nov 04 WB Foundation Meeting
1 2 3 4 1 2 1 2 3 4 5 6 1 2 3 4 Jun 15-19 NAHB Spring Leadership, Washington, DC Nov 09 Trends in Housing
5 6 7 8 9 10 11 3 4 5 6 7 8 9 7 8 9 10 11 12 13 5 6 7 8 9 10 11
Jun 22 Building Industry Council Annual Meeting Dec 02 Executive Committee Meeting
12 13 14 15 16 17 18 10 11 12 13 14 15 16 14 15 16 17 18 19 20 12 13 14 15 16 17 18
19 20 21 22 23 24 25 17 18 19 20 21 22 23 21 22 23 24 25 26 27 19 20 21 22 23 24 25 Dec 09 Finance Committee Meeting
26 27 28 29 30 24 25 26 27 28 29 30 28 29 30 26 27 28 29 30 31
wisbuild.org // Wisconsin Builders Association 5
31
Dates
Jan 22 WBA President's Installation, WI Dells TBD Member Meeting Day/Celebration of Housing
Feb 8-10 IBS, Orlando, FL TBD WB Foundation Golf Outing
Feb 25 Finance Committee Meeting Jul 29 Finance Committee Meeting
Advocacy
BY BRAD BOYCKS, WBA EXECUTIVE DIRECTOR
How to Get Noticed as a
Housing Advocate
T he one-two combination of mem-
ber outreach and staff outreach
to legislators has been the winning
officials is also a key part of advocating
for sound housing policies. A bonus of
establishing a relationship
quick message to their elected officials.
The Voter Voice system makes this
outreach very easy. When
combination to get results at the state with local elected officials you receive a request to
capitol since our association was first early on is the fact that contact your legislator you
chartered in 1947. With both houses of many times these are the just need to click the link,
the legislature in session and the Joint same individuals who may enter your home address in
Committee on Finance starting their be candidates in the future the Voter Voice system, hit
review of Governor Evers’ state budget, when you have an open send, you are done – the
we thought now was a good time to pro- seat come up for the state message to your legislator
vide some guidance on how to become assembly or state senate. has already been written
an even better housing advocate. Political giving is an for you by us at WBA,
It is always better to establish a important part of mod- though you can choose
relationship with your member of the ern-day politics and to make changes. Please
state assembly or state senate prior to advocacy efforts. Supporting both local help our advocacy efforts by taking a
making an ask. One of the easiest ways elected officials and members of the leg- couple of minutes to use the Voter Voice
to do this is to reply to surveys you may islature that support housing, regardless system when you receive an email on an
receive via email or in the mail and to sign of what political party they belong to, is important issue.
up for e-updates with your elected official. key. Members can easily direct contribu- Finally, participating in Advocacy Day
Attending an online or in-person town hall tions using a personal credit card to can- is a great way to advocate with your
meeting to introduce yourself, talk about didates or currently elected officeholders legislator and other legislators in your
your profession, and speak generally using the Builders Direct Fund Conduit local HBA territory. Like a lot of other
about important issues is also a great at www.wisbuild.org/give. The Builders things these days, our Advocacy Day
way to make a first personal connection Direct Fund Conduit allows you to direct will look different in 2021. Because of
with your legislator. Finally, if you are at a your personal funds to candidates of your Dane County crowd size restrictions and
local HBA event or some other commu- choice online in less than 3 minutes while the state capitol not being open to the
nity event that your legislator is attending, giving your local HBA credit towards the public, we will instead be working with
do not hesitate to introduce yourself to yearly WBA political giving goal. local HBAs to schedule Zoom meetings
establish a point of contact. WBA is also again using “Voter Voice” with legislators and members.
The same suggestions above for to make it very easy for you to commu- Thank you for your help to advocate
members of the state legislature can nicate with your members of the state for sound housing policies to make sure
be used for your local elected officials. assembly, state senate, or Governor we can continue to provide affordable,
As you know a lot of important deci- Evers on issues this session. When innovative, and environmentally con-
sions are made during your local city, we are advocating for (or sometimes scious homes accessible to all. ■
village, or town meetings and having a against) housing policies, it is extremely
point of contact with your local elected helpful when members can send a
6 Wisconsin Badger Builder
Economy
BY ROBERT DIETZ, NATIONAL ASSOCIATION OF HOME BUILDERS
Construction Job Openings
End 2020 Lower
J ob openings in construction declined in December as hiring
slowed, albeit with distinctions between residential and
nonresidential construction. As detailed in the January employ-
divergent outlooks within the construction industry. Home
building and remodeling are relative bright spots for the overall
economy, while nonresidential construction will experience
ment report, there were 2,500 lost total construction sector greater headwinds. Nonetheless, attracting skilled labor will
jobs for the start of the year. Nonetheless, for home building remain a key objective for residential and nonresidential con-
and remodeling, sector employment is 27,600 positions higher struction firms in the coming quarters. ■
than a year prior.
Overall, hiring in the construction sector remained steady in
December, coming in at a 5.6% rate. The peak rate of hiring in
2020 occurred in May (9.7%) as a rebound took hold in home
building and remodeling.
Construction sector layoffs dipped in December to 2.3%.
In April, the layoff rate was 10.8%, after a loss of 7.9% in
March. Since that time however, the sector layoff rate has
been below 3%.
The job openings rate in construction declined in December
to a 2.6% rate, with 195,000 open positions in the sector. This
is lower than the 216,000 count recorded a year ago.
Looking forward, the construction job openings rate is
likely to experience choppiness in the months ahead given
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wisbuild.org // Wisconsin Builders Association 7
Economy
BY JING FU, NATIONAL ASSOCIATION OF HOME BUILDERS
Energy Prices Push Consumer
Prices Higher in January
C onsumer prices increased in January as energy prices
increased. However, “core” consumer prices were
unchanged, indicating that inflationary pressures remained
muted as the economy continues to recover amid the COVID-
19 pandemic.
The Bureau of Labor Statistics (BLS) reported that the
Consumer Price Index (CPI) rose by 0.3% in January on a sea-
sonally adjusted basis, faster than a 0.2% increase in December.
Excluding the volatile food and energy components, “core” CPI
was unchanged in January. While the indexes for apparel (2.2%),
medical care (0.4%), shelter (0.1%), and motor vehicle insurance
Discounts available (1.6%) all rose over the month, the indexes for used cars and
trucks (-0.9%), recreation (-0.6%), airline fares (-3.2%), and
for WBA members! new vehicles (-0.5%) all declined.
Energy prices continued to rise in January. The price index
Find an independent agent at: for a broad set of energy sources rose by 3.5%, after an
www.fmins.com increase of 2.6% in December. It marks the biggest monthly
increase since July. The jump in energy prices accounted for
most of the increase in overall prices. The food index rose by
0.1% in January, after a 0.3% increase in December. The index
for food at home fell by 0.1% in January, while the index for
food away from home rose by 0.3%.
During the past twelve months, on a not seasonally
adjusted basis, the CPI rose by 1.4% in January, the
same increase as in December. Meanwhile, the “core” CPI
increased by 1.4% over the past twelve months, slower
than a 1.6% increase in December. The food index rose by
3.8% and the energy index declined by 3.6% over the past
twelve months. ■
8 Wisconsin Badger Builder
Building the
American Dream
Single-Family Housing Permits in Wisconsin: 2020
WISCONSIN BUILDERS ASSOCIATION | 660 John Nolen Drive, Ste. 320, Madison, WI 53713 | Phone: (608) 242-5151
2020 2020 2019 2020 2020 2019
2019-20 2019-20
Oct-Dec Jan - Dec Jan - Dec Oct-Dec Jan - Dec Jan - Dec
COUNTY Totals by Totals by Totals by % change
(Jan-Dec)
COUNTY Totals by Totals by Totals by % change
(Jan-Dec)
County County County County County County
ADAMS 23 58 63 -8% MARATHON 59 314 311 1%
ASHLAND 4 22 25 -12% MARINETTE 62 97 110 -12%
BARRON 0 56 120 -53% MARQUETTE 9 42 56 -25%
BAYFIELD 17 97 79 23% MILWAUKEE 186 349 175 99%
BROWN 138 635 484 31% MONROE 33 112 98 14%
BUFFALO 8 38 36 6% OCONTO 56 239 165 45%
BURNETT 18 93 80 16% ONEIDA 106 216 166 30%
CALUMET 34 159 130 22% OUTAGAMIE 86 490 391 25%
CHIPPEWA 54 276 228 21% OZAUKEE 97 262 234 12%
CLARK 19 59 45 31% PEPIN 6 25 35 -29%
COLUMBIA 35 138 131 5% PIERCE 28 104 113 -8%
CRAWFORD 18 47 45 4% POLK 42 171 184 -7%
DANE 420 1443 1396 3% PORTAGE 38 140 140 0%
DODGE 29 112 89 26% PRICE 8 38 43 -12%
DOOR 40 132 158 -16% RACINE 61 236 254 -7%
DOUGLAS 22 82 64 28% RICHLAND 10 30 25 20%
DUNN 23 131 109 20% ROCK 63 356 233 53%
EAU CLAIRE 39 166 273 -39% RUSK 2 33 45 -27%
FLORENCE 9 35 24 46% SAUK 43 134 124 8%
FOND DU LAC 41 176 123 43% SAWYER 20 73 86 -15%
FOREST 1 3 37 -92% SHAWANO 25 81 78 4%
GRANT 20 89 124 -28% SHEBOYGAN 41 176 162 9%
GREEN 32 168 83 102% ST CROIX 251 644 613 5%
GREEN LAKE 6 33 27 22% TAYLOR 13 59 43 37%
IOWA 15 84 56 50% TREMPEALEAU 17 79 100 -21%
IRON 10 33 30 10% VERNON 25 93 95 -2%
JACKSON 12 45 53 -15% VILAS 47 175 136 29%
JEFFERSON 72 208 192 8% WALWORTH 131 385 299 29%
JUNEAU 25 83 106 -22% WASHBURN 25 86 53 62%
KENOSHA 75 234 257 -9% WASHINGTON 84 308 260 18%
KEWAUNEE 2 35 37 -5% WAUKESHA 219 795 755 5%
LA CROSSE 61 240 235 2% WAUPACA 15 83 75 11%
LAFAYETTE 14 43 38 13% WAUSHARA 24 61 60 2%
LANGLADE 1 11 38 -71% WINNEBAGO 58 246 226 9%
LINCOLN 18 104 65 60% WOOD 17 102 115 -11%
MANITOWOC 30 89 69 29% TOTALS 3,392 12,291 11,207 10%%
The data reflected is complied using information submitted by municipalities to the Department of Safety and Professional Services (DSPS) as required by 2015 Wisconsin Act 211.
The Cambridge II was voted People’s
Member Spotlight Choice Award Winner for Best Curb Appeal
at the 2020 MABA Parade of Homes
The Victory Difference
JOHN STOKER | BUILDER MEMBER
THE VICTORY COMPANIES, INC.
BB: What is your current role at your BB: How did get you get into the
business and in what areas of the homebuilding industry?
John Stoker | Builder Member
state do you build? JS: At a young age I realized I did not
JS: I am the President of The Victory like to pay rent and knew that home
Companies, Inc. and at this point in my ownership was the way to go. My wife JS: I find it interesting that this
career I am primarily involved in cus- and I built a condo for ourselves in our question is “how do you handle difficult
tomer relations and strategic planning early 20’s, followed by our our first single clients and change orders” is combined
for our businesses. I find a lot of value family home at age 24. We thoroughly into one question. In my experience,
being involved in my local HBA, my State enjoyed the building experience living in there is no one fix fits all when it comes
HBA, and The National Association of a new home that we had part in building. to a difficult customer. I have found that
Homebuilders. Through a mutual friend, I was given the the best approach is to always commu-
The Victory Companies, Inc. is com- opportunity to “sell new construction” nicate, communicate, and over commu-
prised of several building companies (of for Allan Builders. After several years nicate. My definition of communicate
which we currently only market Allan in sales and sales management I then is LISTEN, then respond! Most difficult
Builders, LLC, Victory Homes of Wisconsin, had an opportunity to purchase my own customers are being difficult because
Inc., and Victory Homes – Madison, LLC, building company. Over the next few they need something. Quite often, what
and Victory Renovations LLC). We build years, I had several other opportunities they need is better communication or a
primarily in the southern half of the state to purchase additional building com- better understanding of something, and
of Wisconsin, but on occasion we do travel panies, including Allan Builders where I if you can understand what is making
a bit further. We have built in Door County, started in the industry. It was then that them a difficult customer, that under-
Green Bay, Shawano, Appleton, Fond du we created The Victory Companies, Inc. standing enables you to educate them
Lac, and are currently working on a project BB: How do you handle difficult on what can or cannot be done within
in Winchester Wisconsin. clients and change orders? the guidelines of the contract that they
10 Wisconsin Badger BuilderMember Spotlight
have signed. Of course, being fair, hon-
est, and accessible is part of the conflict
resolution process as well, but ultimately
listening to difficult customers is the
first step towards making them less
problematic.
Regarding handling change orders,
that is straight forward and per the con- The Brooklyn won 4 Awards at the 2020 MBA
tract that our customers sign. Change Parade of Homes; Best Floorplan, Best Family
orders can only be initiated by either our Living Area, Best Overall Homes-Bronze,
People’s Choice Award
Field Superintendents, or by a member
of our Selections Coordination Team.
We find that our customers and team do market conditions has helped most of JS: I would hope that over the next
not see the change order process as a them make the decision to move forward few years we will see younger people
challenge as it is clearly defined during with building, even though lumber is at entering the trades, and housing afford-
the sales process and in the contract record high pricing. ability positioning to a more prominent
that we utilize. BB: Having been a parade builder, what part of the national discussion, with
BB: What has been one of the most are some of the challenges and excite- respect to politics. Housing is, and will
challenging issues you’ve had to deal ments about being in the parade of continue to be, a huge part of our econ-
with in the industry and how did you homes? omy and must be strongly considered by
overcome it? JS: Being a parade of homes builder both sides of the political aisle.
JS: While there have been many in always exciting, and it’s no surprise BB: What is your favorite part about
challenges in our industry over the years, that it does have its challenges. The the industry?
such as the burst of the housing bubble, primary challenge is timing. The process JS: Two answers… undoubtedly
material shortages, labor shortages, of determining parade sites, securing my favorite part of the industry is the
skyrocketing material costs, the current a lot in said site, and getting through friendships that I have made with our
Covid-19 crisis, etc., I would say that the architectural control and permitting vendors, suppliers, customers, and even
undoubtedly the current skyrocketing process usually leaves less time that my competitors. Secondly, I think most
lumber costs have been one of the a builder would like to complete the builders agree that taking a customer’s
most challenging issues we have had project. Considering most parade homes dreams and making them a reality is a
to contend with. It is something that we have unique features, new materials, or very gratifying experience!
really cannot control. While I’m not sure even new construction methods, and the BB: What tactics do you use to find
we’ve “overcome” this situation per se, fact that the parade home must be 100% and keep quality employees?
we’ve found that keeping existing and complete and move-in ready, including JS: Since we are a smaller business
new customers informed on a frequent landscaping, on a specific date, can be (only 22 employees) many of our new
basis —sometimes weekly—of the mar- very challenging and stressful. However, hires are found via word of mouth.
ket conditions seems to help ease their the anxiety is very much worth the effort We’ve had great success in finding
concerns. We educate these customers when we know that thousands of poten- talented, hard working employees via
and provide them all the information that tial customers will be coming through personal relationships of other employ-
we are provided with respect to current the doors and admiring your work. ees, subcontractors, and suppliers.
lumber pricing and what the industry is BB: What are some expectations you Successful employee retention has been
speculating about future lumber prices. hope to see in the industry in the next accomplished by not only paying fair
Keeping the customers apprised of the 1-5 years? CONT. ON PG 13
wisbuild.org // Wisconsin Builders Association 11Wausau team: left to right; Dawn Schulrud,
Member Spotlight Tyler Schwertfeger, Jim Lenselink;
manufacturing: Hallman Lindsay
Manufacturing Facility and Warehouse
in Sun Prairie
Paint Made in
Wisconsin for
Wisconsin Since 1956
TYLER SCHWERTFEGER | ASSOCIATE MEMBER
HALLMAN LINDSAY PAINTS; WAUSAU BRANCH
BB: What position do you hold at your BB: What do you enjoy most about
company and how many employees working in your industry?
do you have? TS: Construction projects, large and Tyler Schwertfeger | Associate Member
TS: Branch Manager, but really more small, have their own challenges. With
of a player coach on a team of five in our no two projects alike, what I enjoy most
Wausau area. Throughout the state we is the problem solving and partnering professional supplier is to help bridge
have around 125 employees in our 28 with these projects to help provide the the gap between the technical side of
stores and local manufacturing which is best value to the contractor, builder, and paint with the functional, livable, and
located in Sun Prairie. owner. It’s also great that paint is truly visual parts of paint.
BB: How long have you been at your everywhere, and you can immediately BB: What is the biggest challenge you
company and what got you into the see the work you’ve been a part of. My face in your career?
role? wife rolls her eyes at times, but I take a TS: I truly feel our challenges are
TS: I got bit by the paint bug about 10 lot of pride in pointing out the different similar to those that other mid-sized
years ago. I come from a close group homes and buildings I’ve helped supply. companies experience. Connecting our
of family and friends with deep ties to Some say that paint is strictly aesthetic, story of “who we are and how we can
the trades so maintaining close contact but behind the scenes, there’s a tre- help” with builders and contractors is
to the trades was something I always mendous amount of chemistry, math harder today than ever before. With
wanted. and physics hard at work. My job as a more aggressive construction timelines
12 Wisconsin Badger BuilderMember Spotlight
CONT. FROM PG 11
The Victory
Difference
wages and offering good benefits, but
by empowering our employees to make
decisions and encouraging their input at
all levels of operations.
BB: What advice do you have
and labor challenges, these opportuni- TS: Contrary to popular television, big for someone just getting into
ties are more important now than ever, changes can’t be done in 30 minutes homebuilding?
yet harder to come by. with three commercial breaks! Paint is JS: If you find that you have passion
BB: Who makes up your clientele? more intricate than simply going on wet in the homebuilding industry stay the
TS: Our doors are open to anyone and and drying. Painting is a process and course! The homebuilding industry
everyone for projects of all sizes. However, preparation, and proper application are has been everything from interesting,
our typical customer and focus is on con- critical to a lasting finish. to challenging, and even frustrating at
tractors working on residential, multi-fam- BB: How long have you been a mem- times. But it is nearly always exciting,
ily, commercial, and renovation projects. ber and what are the benefits you constantly evolving, and most impor-
BB: What trends have you seen most enjoy about membership? tantly for me, this industry has been
change over the years? TS: Hallman Lindsay has been part- extremely gratifying for the last eighteen
TS: Color trends are a constant vari- nering with trade organizations for as years! Immerse yourself in the indus-
able in our industry. The more exciting long as I can remember. I’ve personally try, get involved in your local Home
and significant shift is the evolution of been active with our local WBA chapter Builders Association and become a
paints to more environmentally respon- in Wausau for the last four years and I sponge. Learn as much as you can from
sible systems. really value the relationships and net- the industry veterans that have been
BB: What advice would you give to working. When it comes to the building through the ups and downs the industry
someone entering a field or position industry, there is plenty that I don’t know has thrown their way.
similar to yours? but I know that there are great resources BB: How long have you been a mem-
TS: Be a sponge. Learn as much as within our organization. ber and what are the benefits you
you can from everyone you interact with. BB: Anything we haven’t asked that most enjoy about membership?
Do your own research, but ask profes- you want to share about your position, JS: I have been a member for over 20
sionals for their input or steps they take company, or industry? years, and while the benefits of mem-
on a project. Often times they are more TS: Like most WBA members, we bership are countless, I most enjoy the
than happy to share their expertise and are also a family-owned company with friendships that I have made over the
life experiences – the good and the HEAVY roots right here in Wisconsin. We years. Additionally, I take great pride in
bad. The more you can learn, the more have been making paint in Wisconsin, the “successes” that my Local, State, or
valuable you are, and no one can take for Wisconsin for over 60 years and we the National Association make in helping
knowledge away from you. are thankful for the trust builders have better our industry. ■
BB: What is the biggest misconcep- placed in us along the way. ■
tion or the thing most people aren’t
aware of in regards to your industry?
Want to be featured in an upcoming Member Spotlight? Please contact
Alicia, WBA Communications Manager, at analeid@wisbuild.org
wisbuild.org // Wisconsin Builders Association 13Local Success
BY ALICIA NALEID, DIRECTOR OF COMMUNICATIONS
Too Much to
Celebrate
Volume One Readers Poll Winner
T he Chippewa Valley Home
Builders Association walked
away with a third place win in the
electricians, home design and more. The
Parade of Homes has been nominated in
the past for best Chippewa Valley event
Volume One Readers’ Poll for the Best but has never come close to winning in
Virtual/Hybrid event in the Masking and the category against larger events like
Sanitizing category. Country Jam. Volume 1 puts together
Volume One’s Best Of Readers Poll a list of nominees in each category, but and put the videos together. Additionally,
has become a major annual event in the the public can also nominate anyone/ some builders ran into supply chain
Chippewa Valley. Each year Chippewa anything in each category as well. The issues which is why four projects that
Valley residents can vote for their favorite nominations lists can be long. Once the were not videoed until after the first
restaurants, burgers, outdoor spots, and winners are selected, Volume 1 publishes release. From June 24th through the
more. This year, 12,868 people voted in the winners on their website and in their end of August, CVHBA had over 21,000
the poll which boasted 315 different polls printed publication. unique users on their Parade of Homes
in 10 categories. This is something the CVHBA’s virtual event featured 22 new website with an average session dura-
Chippewa Valley looks forward to each homes and 2 remodeling projects from a tion of 7:56! The views of the individual
year; businesses encourage the public to total of 16 different builders. Most of the videos ranged based on the size of the
vote for them. Winners have the oppor- homes were released on June 24th with house, who built it, etc. But the video
tunity to use the Best Of logo with their 4 additional tours released on June 15th. views ranged from 1,100 to about 6,000.
marketing and promote themselves as CVHBA did have to release the video Congratulations to CVHBA on their
a Best Of Business to the public. Each tours later than the Parade was sched- win, and successful virtual Parade of
year CVHBA members vie for the best uled to take place in order to give the Homes! ■
in remodeling, new home construction, videographer time to record the homes
National Association of Home Builders
Lots of exciting news has come out Home Builders. The National Associate the board to form a vital communica-
from the National Association Chairman is part of the National tions link between NAHB, its leaders and
of Home Builders as of late. Area Chairmen (NACs). The all of its members. The two National
First, congratulations to NACs are elected by the Board of Associate Chairmen are the only NACs
Monica Sommerfeldt-Lewis Directors to represent the interests who are not selected based on geog-
of the Chippewa Valley and concerns of members from raphy and they are the only Associate
HBA for being elected the their area and the interests of members. Ralph Kennedy from
National Associate Chair for Monica Associate members. They work Wisconsin was the first person to ever
Sommerfeldt-
the National Association of Lewis
closely with the senior officers of serve at the highest level at NAHB as an
14 Wisconsin Badger BuilderLocal Success
associate; Monica is the second. She will “Brad Boycks of the Wisconsin Builder Board of Directors at their virtual 2021
serve in this role for 2021 and 2022. Association. Brad wasn’t afraid to get Winter Leadership Meeting on January
In late January, Brad Boycks, his hands dirty during hard times 29. Greg is the Director of Contract Sales
WBA Executive Director, was this year. He took it upon him- of Ashley Furniture & Appliance Mart/
named the NAHB 2020 Executive self to consistently ensure local Ashley Home Stores in Wisconsin. He
Director of the year. Candidates HBA membership records were has been a member of NAHB for 25
have to be nominated by members accurate, which was helpful in the years and has served as a voting director
of the NAHB Senior Management effort to activate as many state for 20 years. In order to be designated as
Team and presented to the Senior and local members as possible on a Senior Life Director, an NAHB builder or
Brad Boycks
Officers, who select the award NAHB projects this year. Through associate member must have attended
recipient. They are judged on Brad’s combined membership and at least two board meeting each year for
their commitment to going above and advocacy efforts, he was a leader 10 years before being elected as
beyond with is typically required of an in furthering the mission of NAHB a Life Director, then two meetings
EO to respond to the needs of the NAHB in 2020.” – Jerry Howard, Chief a year for an additional 10 years
Federation. They also need to demon- Executive Officer of the National to become a Senior Life Director.
strate involvement with promoting the Association of Home Builders. Congratulations, Greg! ■
value of 3-in-1 membership, recruitment Congratulations, Brad!
material, integrating pillars of mem- On January 29, Greg Schaffer
Greg Schaffer
bership in offerings, and using NAHB’s of Madison (MABA and MBA)
services to strengthen their HBA and the was designated a Senior Life
membership experience. Director of NAHB by the Association’s
wisbuild.org // Wisconsin Builders Association 15Hot Topic
BY CURT WITYNSKI, J.D., DEPUTY EXECUTIVE DIRECTOR, LEAGUE OF WISCONSIN MUNICIPALITIES
Using TIF to Benefit
Affordable Housing
M ost municipal officials are
familiar with using tax
incremental financing (TIF) to help fund
to any other statutory
requirements that would
otherwise require termi-
Strong Neighborhoods
Plan. An overview of the
Strong Neighborhoods
infrastructure and create incentives to nation of the allocation of Plan is available on the
promote economic development and such increments. A city or city’s website http://bit.ly/
job creation within a community. Less village must use at least MilwStrongNeighborhoods
are aware that after a TIF district has 75% of those tax incre- MADISON. Madison
paid all of its infrastructure and devel- ments to “benefit afford- has used the provision
opment costs, but before it is formally able housing” anywhere five times to help fund the
terminated, it can be repurposed for within the city or village city’s Affordable Housing
one additional year to benefit affordable in which the district exists. Affordable Initiative Fund, which is used to incen-
housing and improve housing stock housing is defined as housing costing no tivize developers to pursue Section 42
anywhere within the community. more than 30% of the household’s gross federal tax credits for affordable housing
The “Affordable Housing Extension” monthly income. A household consists developments. Under the program, the
(AHE) was added to TIF law in 2009, of an individual and his or her spouse city invites proposals from developers
but relatively few of the 600 cities and and all minor dependents. Any remain- to build affordable units in amenity-rich
villages in the state have taken advan- ing portion of the increments must be areas with easy access to public
tage of the option. Under Wis. Stat. sec. used by the municipality to improve its transportation. Affordable units set
66.1105(6)(g), a city or village with a TIF housing stock. rents at 30, 50, and 60 percent of area
district that has retired its debt and paid median income. The Affordable Housing
for all of its project costs can extend the Examples of Initiative Fund has led to the funding
life of the district for one year if the city Municipalities Using of 486 affordable housing units over
or village does the following: (a) adopts the Affordable Housing the last three years, representing $100
a resolution extending the life of the TIF Extension Option million of development between eight
district for a specified number of months Several communities around the state developers, supported by $7.58 million
(up to one year) and specifies how the have taken advantage of the affordable from the city’s fund. The city budgets
city or village intends to improve its hous- housing extension in the TIF law: about $4.5 million annually for the
ing stock; and (b) forwards a copy of the MILWAUKEE. Since 2015, the City Affordable Housing Initiative Fund. Most
resolution to the department of revenue of Milwaukee has extended seven Tax of that comes from general obligation
(DOR), notifying the department that it Incremental Districts (TID)s for an addi- bonding. However, when a closing TID
must continue to authorize the allocation tional year to benefit affordable housing is capable of being extended one year
of tax increments to the district. and improve housing stock in the city. for affordable housing purposes, the
Upon receiving such notice, DOR In total, over $2 million of increment has increment from the TID in its last year is
must authorize the allocation of tax been realized to date for this purpose. added to the fund.
increments to the district during the TIF The money has been used to fund FITCHBURG. Fitchburg recently kept
district’s extended life, without regard many of the programs within the city’s CONT. ON PG 18
16 Wisconsin Badger BuilderEvent Recap
New Year, New Crew
W hile our January member
meeting and leadership
installation did not happen the way
children, including three they recently
adopted from Latvia. Be sure to ask
about the family's passion for orphan
SECRETARY: JIM DOERING; MBA
Jim is the Director
of Development and
we would have liked, we are excited to hosting and adoption! Acquisitions for Zilber
have still been able to virtually install PRESIDENT-ELECT: CORY SILLARS, Ltd./Homes By Towne/
our 2021 Executive Committee and 56 WABA Towne Realty, Inc., and
Board of Directors. The part these indi- Cory is the in-house has been with the com-
viduals play in advancing and improving project Designer for pany for over 22 years. He is responsible
the housing industry is imperative; Dan Sillars General for land acquisition, development, and
thank you all! Contractor, Inc. where entitlement. He also works hand-in-
he has worked fulltime hand with the Homes By Towne team
Meet Your 2021 since 1993. Cory creates in regards to single-family construction
Executive Committee home plans using the Solid Builder 3-D and sales in the greater-Milwaukee area.
PRESIDENT: ABE DEGNAN, MABA modeling CAD program for new homes, Zilber Ltd. has divisions in other states
Abe is president, additions, remodeling and light commer- and Jim is involved with those divisions
visionary designer, and cial plans. Believing it is essential to stay in regards to multi-family development.
leader of the team at on top of industry trends, Cory contin- Jim is an active Past President member
Degnan Design-Build- ually strives to better serve clients by of the Metropolitan Builders Association,
Remodel. A second-gen- attending multiple educational sessions past WBA Advocacy Committee Chair,
eration owner, he started each year, including the International past WBA Finance Committee Chair and
working as a child during Builders Show. is dedicated to bettering the homebuild-
the 1980's, learned carpentry skills TREASURER: MIKE HOWE, MCHBA ing industry across the state.
throughout high school, and proceeded Mike Howe, founder and owner of IMMEDIATE PAST PRESIDENT:
to earn his Bachelors of Architecture Mike Howe Builders, JEFF DORNER, DCHBA
degree from UW-Milwaukee. Since 1998 Inc., set out to build his Jeff started in the
he has transformed the family business own Wisconsin Custom construction industry
into a modest Design-Build company Home and has never in 1976 as a framing
with measured customer satisfaction looked back. With over carpenter, working
rankings that rival the best in the indus- 15 years of experience, his way through the
try. Abe has twice served as President of Mike has built many trades. In 1985, he
Madison Area Builders Association, has dream homes, out-buildings, commercial joined Vans Lumber & Custom Builders
been awarded MABA Builder of the Year, projects and roofing projects for several as a Designer, Salesman, & Project
and has earned NAHB certifications clients in the Manitowoc area and enjoys Manager. Jeff has been a member of
including CGR, CGB, and CAPS. Outside a stellar reputation as a pacesetter in Door County Home Builders since 1990
of work, you might find Abe volunteer- the building industry. The company and has served as President, Secretary,
ing in children's and teen ministry at has never wavered from its guiding Treasurer, Show Case of New Homes
Door Creek Church, Boy Scouts, or on principles of building relationships with Co-Chairman, Home Show Co-Chairman,
the Wisconsin River with his family. the unique and varied customers who and on numerous other committees.
Married to Lisa since 1999, they have six choose Mike Howe Builders, Inc. CONT. ON PG 18
wisbuild.org // Wisconsin Builders Association 17Hot topic Event Recap
CONT. FROM PG 16 CONT. FROM PG 17
Using TIF to New Year, New Crew
Benefit Affordable
Jeff has served on the WBA Board Solutions in Southeast Wisconsin. She
Housing of Directors since 2003 and is a Life has worked in the construction industry
one of its TIF districts open an extra year to Director of the WBA. since 1995 and has been an active
begin to pay into a fund for affordable housing. ASSOCIATE VICE PRESIDENT: MABA member for over 16 years. She
The one-year extension generated $127,000. TERRY WELNICKE, MCHBA is currently the Vice Present of MABA
The City is using approximately $40,000 Terry has been an and serves on the
of those funds to begin Fitchburg Housing active member since Board of Directors, the
Goals, Strategies, Toolkit, and Implementation 2004, always recruiting Executive Committee,
Plan with a focus on affordability. The city has and encouraging mem- chair the VIBE commit-
hired MSA & Urban Assets as their consultants bers to get involved. tee. Angie was the WBA
on implementing their plan. He is a great and Membership Chair in
MONONA. Monona used the affordable honest spokesperson 2019 and looks forward
housing extension to keep its TID #3 open an of the association and its importance to growing relationships with fellow
additional year to help fund a new program in the construction industry, and is WBA members across the state over
called “Renew Monona.” Renew Monona is a very involved in workforce develop- the next few years. She is passionate
housing stock renewal loan program created ment efforts, providing expertise and about keeping the industry strong and
by the Community Development Authority advocacy for the trades. Aside from furthering outreach into the community.
(CDA) and administered by the City of Monona. membership, Terry volunteers his time She lives in Waunakee with her husband
The program offers 0% interest loans to those in leadership roles at his church, local Dan, their two girls, Brianne and Brooke,
purchasing or residing in a home in the city to schools, and social/sports leagues. and their yellow lab, Steve. ■
be used for making substantial improvements ASSOCIATE VICE PRESIDENT-ELECT:
to the home to enhance its energy efficiencies ANGIE KIETA, MABA
and bring it up to modern standards. Angie is the Repair and Remodel
LA CROSSE. La Crosse used a combi- Territory Sales Manager for LP Building
nation of Community Development Block
Grant (CDBG) grants and TIF dollars from 2021 Directors to be Elected *New Directors
the affordable housing extension to fund the Brown County HBA Golden Sands HBA Lakeland BA Mid-Shores HBA St. Croix Valley HBA
construction of five energy efficient houses in a Karl Kaufman Jason Blenker Jeffrey Burg Denise Bangart Justin Wurzer
struggling neighborhood to be sold to low-mod- Jordan Shaline Brice Nelson Amanda Kurt Open Alex Lindus
Fred Wilmsen Open Casey Weiss*
erate income households at an average sale Madison Area BA Northland Area BA
Andy Selner Eastern Ridge HBA Ed Hoksbergen Jason Sjostrum Wausau Area BA
price of $154,000. Gregg Halvorsen Jennifer Baudry Robert Procter Steve Longtine Tyler
APPLETON. Appleton extended its TID #2 Open Open Andy Voeltner Schwertfeger*
Racine-Kenosha BA
for one year under the affordable housing Chippewa Valley HBA Open Shaun Scullion* Chris Grabot Seth Jozwiak
extension provision and used the tax increment Lance Brunkow Don Tierney Jeremy Voight
Headwaters BA Chris Bower*
Paul Holzinger*
to help pay for street repairs in a low-moderate Robert Klein Manitowoc County HBA Winnegamie HBA
Alecia Plaetz Sheboygan County HBA
Ashly Hartman Mark Pekarske Greg Drusch
income neighborhood. ■ Jane Gobler Dean Mullikin
Open Chad Miller
Warren Mahnke Heart of the North BA Bridget Tally-Brill
1. The Monona, La Crosse, and Appleton examples are taken Open Matt Flanigan
Darryl Buse
from a paper prepared by Abigail Jackson in 2015 as she was Door County HBA South Central WI BA
Bryce Burdick Metropolitan BA Wolf River BA
pursuing her master’s degree at UW-Madison. Her Analysis of Tom Dier Matt Hirsch*
John Synovic Trish Kieckhafer
Wisconsin’s Act 28, the Affordable Housing Extension is posted Tim Duquaine LaCrosse Area BA Brian Kaiser*
Bill Zach Greg Brown
online: https://jacksonabby.files.wordpress.com/2016/04/jack-
Jody Swenson
Steve Styza
Jeremy Riley
son_final-paper-844-1.pdf John Stoker
Kraig Lassig
Matt Neumann
18 Wisconsin Badger Builder
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WBA HIGHLIGHTS
Our successes in 2020 were the direct result of listening Innuencing & Advocating
to you – our nearly 4,000 members – and providing the
resources, education, and network opportunities to help
drive the industry forward together. Thank you for
31 bills/rules lobbied in favor
joining or continuing your membership; we see great
opportunities ahead!
3 bills/rules lobbied against
Educating, Connecting & Supporting
6 additional bills/rules monitored
905 120
continuing education courses
Views on 10 Blueprint webcasts
accessed by members
on housing-speciic information
just for members
Covid-19 Support
$12,275
scholarships and educational grants for
The WBA was proud to support its members
in navigating the challenges faced by the
students pursuing an eduation in the
building trades 11,000+
Issues of the Badger
COVID-19 Pandemic. In addition to
successfully working with Governor Evers’
41 Builder distributed state-
wide
office to keep homebuilding and
construction open during the shutdown,
WBA provided the following for members:
Calls and e-mails to
legal and code
hotlines
$50,000+ • Legal guidance on 30+
$$$ redeemed through member
member-submitted questions
rebate program
• Over 15 emails after new orders and
2020 Election Cycle Spending information was released
• Free Covid response plans and contract
$354,500 change language
• Labor & Employment Information
raised by members to support • Stimulus Resources
pro-housing candidates
Protecting the American DreamYou can also read
