Burning desire: spark sales and blaze new trails with gas fireplaces

Mark Berns created a mood wall, of sorts, in his Torrington, Conn., retail store. It provides an unmistakable ambiance and generates a lot of warmth, but he's not showcasing hot tubs.

Instead, he dedicates an entire wall of his showroom to working gas-fireplace units, which are sold as inserts or free-standing stoves.

"It's difficult for someone to sell a fireplace from a brochure," says Berns, vice president of Palace Aids Fireplace, Pool & Spa Center and vice chairman of NSPI's Retailers Council. "When the fireplace is working in front of you, you can see it, feel it and touch it. We've discovered it's a lot easier to sell what you show."

Berns, who started carrying a few lines in the '70s, now offers four gas fireplaces, as well as two gas and two wood stoves; nine hot tubs; and a 10-foot, round above-ground pool. But fireplaces are the hot sellers.

"Fireplaces make up 60 percent of my business, with pools end spas accounting for the other 40 percent," says Berns. "People are continually buying homes and putting in fireplaces. Because of new construction, sales stay steady year 'round."

Red-hot market

In the last decade, the number of gas fireplace shipments in the United States has increased a staggering 514 percent, from 149,000 in 1992 to 535,836 by 2002, according to the Hearth, Patio & Barbecue Association in Arlington, Va.

The organization says the increase can be attributed to a number of factors that occurred in the last two years. These include the electrical energy crisis in California that stimulated consumer interest in alternative fuels and the aftermath of Sept. 11, which heightened demand for products that bring families and friends together.

"Demand has significantly increased for gas fireplaces in recent years," says Larry Wickens, who co-owns AQUA-TEKnology Pool & Spa with his wife Debbie. The Rockville, Ind.-based firm sells log sets for about $300, and inserts with oak mantels and hand-held digital remotes for $2,500. "Two natural desires people have regarding luxury items are fire and water at their fingertips," says Larry Wickens.

In addition to the "feel good" benefits, gas fireplaces also provide hassle-free convenience for consumers. To start the fire, they are controlled by remote, pre-set timers or automatic thermostats.

"It's a trade-off between convenience vs. cutting, stacking and preparing a fire," says Berns, whose demand for gas fireplaces has increased 15 percent in the last five years. "Today's homeowners are busy with their lives, and they don't want to take the time to make a fire. They sit down, turn on their remote control for the fireplace, read a book, sip their wine and couldn't be happier."

The best news about gas fireplaces is how much the fire looks and performs like real wood. Improved technology has produced flames that dance and embers that glow.

"The most important thing to the consumer is how the product looks," says John Kasten, president of Creative Energy in Novato, Calif., who showcases his fireplaces in a separate room with low lighting to enhance the appearance of the flame. "It's not as important to them how well it heats as is the aesthetics of the product itself, as far as ... what [the model] looks like physically and what the flame looks like."

To enhance the atmosphere, some retailers offer wood-scented incense or oils, which make gas logs more aromatic, and special devices with sound effects.

Peak season

Although many retailers experience steady sales year 'round, the gas-fireplace season usually starts in August and sometimes lasts well into the winter. To take advantage of heightened consumer interest during the peak-season months, many retailers suggest establishing trust and confidence with your potential clientele.

"You have to get the customer comfortable with who you are and your business," says Kasten, whose fireplace sales increased about 25 percent last year.

"Are you a business that's been around awhile? Are you going to be able to service them promptly and efficiently?" Kasten asks. "Once that's been established, you can zero in on the sale."

Customer concerns typically center around cost and quality, according to retailers. "Consumers usually ask, 'What kind of gas does it use?' 'How high are the flames?' 'When can we get it installed?' 'Are permits required?' and 'What's the clearance of the fireplace?'" says Betas.

Once the initial concerns are addressed, retailers then can cover nitty-gritty considerations. These include issues such as vent-free or vented applications, restrictions in local building codes, models and options.

"We ask what their plans are, whether it be new construction or remodeling, what room it's going in, and if they want to heat one or several rooms," says Ellie Hughes, store manager of Ultra Modern Pool & Patio Inc., a Pool & Spa News 100 company based in Wichita, Kan.

"Then we say, 'Let's go ahead and get this one ordered for you, so you can enjoy those cozy nights with your loved ones in front of your fireplace,'" Hughes adds.

Most retailers follow the traditional sales cycle of questions and probing. "Selling fireplaces is like selling spas, pools or any other big-ticket item," Berns says. "You ask questions to find out how much heat they want to use, what type of gas they have at their house and what's the best size for them. If you tell them, 'This fireplace will give you heat and bring comfort, ambiance and romance to your life,' then they want it installed the next day because you've solved their need."

Others offer special discounts in the fall to increase pre-winter sales. "Sometimes we have special promotions, which help close the deal," says Fred Cerminara, president of Pool & Spa Outlet in Pittsburgh, who sells gas fireplaces for $1,000 to $2,500.

For example, Cerminara's "Light My Fire Gas Log Sale" in October offers a $25 to $50 discount on merchandise and his "Home For the Holidays Sale" in November gives customers 10- to 30 percent savings on gas fireplaces, logs and accessories.

Product considerations

Before retailers get fired up about adding gas fireplaces to their product line, they should consider a few precautions. Education is key, according to Berns.

"If you install a billiard table wrong and it is not level, you might ruin the client's game," he says. "If you install a fireplace wrong, you could cause a fire and burn down a house. Anytime you're mixing flames and gas, it's dangerous."

Berns suggests getting certified or licensed to install pipes, valves and pressure switches, and creating a steady client base. "You might want to start by selling simple accessories like tool sets, grates and glass doors before you get into installing fireplaces and stoves," he notes.

Many retailers also stress safety. "Most gas products have an oxygen-depletion sensor built in," says AQUA-TEKnology's Debbie Wickens. "But we also suggest getting a separate one installed in their home."

Others suggest developing a realistic sales strategy. "Don't try to compete with Wal-Mart and The Home Depot by selling low-end items," says Cerminara. "Set yourself apart by offering high-end, quality products and showing as many burning units as possible because the mass merchants rarely display working models."

Working displays help stimulate consumer interest. "You need live, burning units, so the consumer can see the flames," says Debbie Wickens. "A fireplace with the mantel looks homey and gives customers a chance to picture in their minds what it would look like in their house or apartment."

Kasten says retailers should also align themselves with top-notch manufacturers. "Make sure you buy your products from a reliable manufacturer who can respond to problems during the height of the season in a timely manner," he says.

Although Kasten services gas fireplaces after market, he says he still relies on the manufacturer for help when he runs into problems. "You want to make sure you can take care of the customer because if you can't give good customer service, you don't get that repeat business," he says. "Without repeat business, you may not be able to stay in business."

Gas fireplace checklist

There are three types of gas fireplaces: natural vent, direct vent and vent-free. Within these categories, there are models that are "heater-rated" and those designed solely for decorative purposes. Choosing the right type of fireplace is dictated by regional climate, as well as the age and construction of the home and the amount of heat required.

Location

A gas fireplace can be installed in the center of a room, under a window or anywhere a gas line is available. Vent-free gas fireplaces have even greater installation flexibility and can be installed against, or recessed into, many interior or exterior walls. When it comes to vent-free gas fireplaces, follow the specific sizing guidelines for proper operation and doublecheck with local code agencies to find out what is allowable.

Venting

Natural-vented gas fireplaces are designed to vent through the roof. Direct-vented units vent through the wall behind the fireplace. Vent-free gas fireplaces require no venting.

Fuel Requirements

Natural gas, which is the most widely used, and propane are the fuels available for gas fireplaces. Propane is often used where natural gas is not available.

Maintenance

It is recommended that gas fireplaces be professionally serviced at least once per year to ensure top performance and aesthetic appearance.

--Hearth, Patio & Barbecue Association

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