Alan Haughie
Analyst · Seaport Research Partners
So let me do the commercial first. And I would say that during COVID, being on allocation for all of two years, maybe a little more than 24 months, we've constantly cut back on our marketing spend as we were sold out. And so we will focus more on assets and resources that helped us optimize our order file versus getting into a growth and market share gain mindset. And so as we roll into next year and putting our budgets together, we're going to be more -- by allocating more resources to demand creation and a growth mindset versus how we've managed the business over the couple of years, and that will be certainly in support of our BuilderSeries products as well as our repair and remodel products. And everything of what we do in retail across the board really leaning into the new market condition here, which is in a flat to slightly growing housing market we need to get more aggressive on share gains. On the margin question, you're generally right about the way you're thinking about lab siding sold into the big builder. I will say, compared to prior years, though, and I've mentioned this several times on the call, the BuilderSeries was engineered to be competitive there. So it's not a ginormous margin hit for us to skew volume there but really where the offsetting -- two offsets to any margin that we have to give up to secure a big builder business. First of all, repair and remodel, it's not that way, it's a value sell. We're selling ExpertFinish, and the opportunity to gain market share through also growing our -- again, margin by increasing our market share and repair and remodel can be a significant offset. Second to all that, as an example, on the manufacturing side, ex Sagola or take Bath, New York, both of those are large mills, high scale mills, low cost mills compared to our average. And so as we ramp up these bigger pressing facilities or pre-finishing facilities, we're also seeing opportunity for cost reduction that will meaningfully impact our margins going forward. So it is a constant area of management and analysis around pricing, margin, cost reduction, OEE. And we've gotten way more sophisticated on how we manage pricing by channel, by customer, in some cases. So I'm confident that we'll manage it well. But I'm equally confident that our ability to get meaningful margin in this business is not going to be -- we've always had a spread of low margin to higher margin SKUs in our portfolio. If we add hypothetically, say, BuilderSeries is on the lower side of that, we've got plenty of opportunities on the upper side of our portfolio to gain margin, especially when you couple that with a more efficient operating platform.