Four Tips for Long-Term Success on the North Shore: Lessons from Jake Stotter, 3rd Generation, Fenceworks
1. Focus on Long-Term Relationships Over Quick Wins
Prioritizing genuine connections and reliability over short-term gains will not only strengthen your partnerships and relationships but will also ensure your business becomes a trusted name in the community. How to do this? Be consistent in building a strong foundation with your customers and suppliers – it’s not a “one and done.”
I remember hearing a story from my grandfather, Stan Ascher, who has owned our business since 1967. He earned the nickname “the guy on 41” due to our original location and had the privilege of installing a basketball hoop at Michael Jordan’s home (and the majority of the Bulls team in the mid/late 90’s). A few weeks later, Stan was in Los Angeles waiting for his car outside a hotel when an SUV pulled up. The window rolled down, and he heard, “Hey, it’s the guy on 41!”
This example highlights the deep connection we have with our customers and why generations of families come back to us —it’s not just for our quality products but also because of the connections we have with our customers. This kind of customer loyalty doesn’t happen overnight—it’s the result of consistently putting our customers first and building relationships.
2. Invest in Something you Truly Believe in
My grandfather always said, “You can’t sell something you don’t believe in.” For us, this belief has been central to our success. For example, when we first introduced our high-quality composite fences, we were excited to demonstrate their durability and low-maintenance (aka no maintenance) features. Our enthusiasm for the product was contagious, and customers immediately trusted us because they could tell we genuinely believed it was the best option for their homes.
3. Invest in a Well-Rounded Marketing Strategy
Advertising is an investment, not an expense. It may take time to see the return, but allocating a consistent portion of revenue toward marketing helps build long-term brand awareness and drive growth.
Advertising and direct mail have always been effective for our market, especially in the early days when we focused on building relationships with local communities. Digital marketing wasn’t yet a thing. Over time, we realized the importance of adapting to new trends without abandoning what worked. Today, we still run direct mail campaigns, but we’ve also embraced digital ads, social media, and even influencer partnerships to reach a broader audience. We’ve found that combining our long-standing print efforts with newer methods, like hyperlocal community involvement, has allowed us to stay relevant and create a mix that resonates with our customers.
4. A Physical Product Requires an Engaging Display
When we revamped our fence showroom, we included a variety of materials and styles, letting customers see and touch the fences, which helped them make better, more informed decisions. We also created live demo areas for our basketball hoops, trampolines, and playgrounds, allowing kids to play and experience the quality. Customers can see firsthand how durable and safe our products are, which has built trust and led to stronger sales.
Source: The Scout Guide North Shore
