Qualified Labor – July 2015 – Collins Tile and Stone

Steve Keator, Collins Tile and Stone

CTI supports best practices; boosts client trust, installer confidence and marketability

1_CTI_20x20By Terryn Rutford, Social Structure Marketing

Steve Keator, director of Field Operations for Collins Tile and Stone in Ashburn, Va., can’t say enough about the value of being a Certified Tile Installer (CTI) affords his customers.

steve_keator“As a CTI, the work that I produce satisfies the greatest expectations and quality of work within the industry,” said Keator. “We establish trust and confidence with our clients when they know that our skilled CTIs are capable of performing all work using industry best practices and techniques resulting in superior quality and lasting installations.”

Having CTIs on staff makes Keator’s job easier. “I am responsible for maintaining a level of quality control over the tile installations by making sure that industry best practices and techniques are performed within each kitchen and bathroom remodeling project,” he said. “This task is easier for me because all of our tile mechanics are CTI certified.”

collins_logoCollins Tile and Stone leverages the CTI credentials of its employees in all its marketing. “We promote CTI credentials and post the CTI logo throughout our marketing materials, including our website, social media outlets (FB, Houzz, Pinterest), Angie’s List, and in the email signature of all employees,” Keator said. The company also designates that it is a company that employs CTIs on each business card.

“We promote the CTI logo on our company vehicles as well,” Keator said. “In addition, we cite CTI certification of our installers on every proposal and contract we provide to our clients to establish the high level of expertise of our tile installers.”

Keator took the CTI evaluation in November 2010 at Daltile in Richmond, Va. He took the written test in person and found finishing the hands-on portion in the allotted six hours to be the hardest part. Keator was grateful for his existing level of technical knowledge and the written test reinforced the necessity of industry methods and standards for producing top-quality installations.

And although the CTI evaluation is not a training course, Keator said, “[I] gained a greater understanding of the necessity of pre-sloping and proper weep hole protection, proper mud pan installation, different types of joist systems, and substrates and their requirements.”

After installing tile for five years, Keator, pursued CTI certification to advance his education and to increase his skills as a tile tradesman. All of this prepared him for a supervisory position.

Why should someone become a CTI? “Being a CTI sets me apart from other tile mechanics in the industry,” Keator said. “As a CTI, my skill level is proven and I know I am capable of building quality tile installations that will last. This has helped me to personally take pride in my work, as well as to build my career from an installer to a supervisor. I am more marketable with these [proven] skills and provide value to every job I complete.”

In addition to increasing the marketability of Keator and his employing company, he said that being a CTI has instilled an increased level of confidence in his installers and himself. “I am using industry best practices and techniques,” he said. “The fact that our company employs CTIs equates to a highly skilled [and] educated workforce.”

Keator has advice for installers thinking about becoming a CTI: be prepared. “Although the [written exam] was open book, I had to be fully prepared and well versed in tile installation technique and knowledge,” he said. Since “the manuals are rather large and comprehensive, it was imperative that I came prepared for the exam and was familiar with the information in order to locate references quickly, as needed, throughout the test.”