A new article in Replacement Contractor

, a sister publication to ProSales, explores how remodelers are exploiting the marketing potential inherent in customer relationship management (CRM) systems.

Like a lot of them, Jake Zahnow swears by his customer relationship management system. “It’s critical to our business,” said Zahnow, president of WindowPro. “We use it for cradle to grave marketing. The only thing we don’t use it for is accounting.”

But even contractors like Zahnow may not know the best way to mine all the data CRMs have to offer—and why it matters, said Tim Musch, business development director at MarketSharp, maker of a contractor-specific CRM. “Sometimes, contractors’ eyes glaze over when they hear the word ‘data,’” he said. “But the best way to put distance between your and the crowd is to do an outstanding job with data. How you gather, manage, and use that data will determine whether you win or lose.”

Musch put together five key CRM data points as part of Masonite’s Preferred Remodeler Program—and how you can turn them into profits. To learn what they are, click here.