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I am one of the proud members of the elite field of California licensed contractors. One of the difficulties of being contractors in the construction-related industries is IMAGE. The image of contractors in the public eye is poor; often they are broadly painted as users (whether alcohol or substances) and more often than not are projected of as dishonestly taking advantage of customers. Sometimes they are simply looked down upon because they work in less-than-desirable conditions. The CSLB (California State License Board) has reported that there are approximately 312,000 licensed contractors in our state alone. They also report that in a year they receive less than 20,000 complaints on these contractors from consumers, most of which are amicably resolved out of court. This means roughly 90% of licensed contractors in California are doing a fantastic job of conducting a professional and ethical business. However, public perception has the tendency to focus on the negative percentage rather than noticing the 90% positive figures, which considering the statistics could be the highest ethical average of any in construction industry in the United States. In these tough economic times, this perception becomes more important than ever to correct as the work slows and competition for jobs increases.The other issue that contractors face is the onslaught of un-licensed contractors; in the public eye, the work of illegitimate and unqualified workers is somehow lumped together with that of licensed, legitimate contractors. Meanwhile these illegitimate, unlicensed contractors, having no dues or insurance or workman's comp costs, undercut the bids of licensed contractors by 1/3-1/2, in some cases as much as 2/3. Many of these individuals are tax-evaders; they do not pay Workman's Comp and in some cases are felons. This affects our image in a negative manner, especially when customers are uneducated about the differences between licensed and unlicensed contractors... the customers suddenly see licensed contractor bids as enormously high in comparison with an unlicensed bids and automatically assume the licensed contractors are trying to defraud them. This is why changing the perception of contractors is so important. As an industry we need to take pride in our licenses and work, pointing out the qualifications and experience of a licensed contractor as an added benefit. One solution is contractors need to be less autonomous from one another, realizing that as an a industry we sink or swim... together.If companies are able, they should think about putting money aside and running TV and radio ads focusing on the accomplishments of the construction industry. Other groups, such as realtors, like to run ads talking long about their supposed high ethics and the importance of hiring them, citing accomplishments and community spirit, etc. These type of ads work well for politicians during election campaigns, so why not use them to enhance the public's perception of the construction industry? We should also be encouraging the CSLB to run pro-contractor ads as often as possible, putting some of those dues that we pay them to work for us by enhancing the public image of contractors. Contractors should be less autonomous from one another, realizing that as an industry we sink or swim, together.Here's a helpful link on some of these issues from a non-profit association of California contractors: (see link below)
I know for a fact that any work needed within one of our associations is required to be done by a licenced and insured contractor. We hold these professionals in high regard. I think you hit the nail on the head when you speak of positive reinforcement through the use of media and advertising. Many times, it is difficult for us to find competitive companies in our area who are willing to do smaller jobs. More publicity (positive) would benefit us all.
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