Exec suite: Sal Ferro, Alure Home Improvements

Besides running Plainview-based Alure Home Improvements, Sal Ferro is also actively engaged in community service. In addition, he oversaw his company's involvement in eight segments of ABC's "Extreme Makeover: Home Edition," an endeavor that garnered media attention, but cost his business money.

"I believe we have to respect where success comes from . . . and that's from the community we work in," says Ferro, 47. It's about "doing the right thing for the right reasons," not always looking for a return on investment.

After a stint as a stock broker, he's spent most of his career in home improvement, "swinging a hammer" since he was 14. In 1989 he joined Alure, founded in 1946, as a painting contractor.

Unlike some chief executives who steer clear of marketing endeavors, Ferro says he sees himself as the "chief strategist, the chief business thinker," but also, "the No. 1 ambassador for the company."

As the economy picks up, what's on your agenda?
"The economy is still very sluggish . . . reliant upon consumer confidence." As for "where we're going next, I want to continue to improve the business and focus on exiting the tough economic times. We did a great job of keeping our brand out there and maintaining key personnel."

How do you find time to run a business and engage in community service?
Always in multi-tasking mode, he says, "I work a lot of hours. I'm on call 24/7 . . . I have a very, very, very good management team around me."

How do you use social media?
"It's a blessing and a curse. The curse is it gives an individual a platform to do and say whatever they want, with no repercussions and without any proof. The blessing is when you develop a following. You have your battles fought for you by other people . . . It's an opportunity to engage and communicate with the public and create our own advocates."

What's your business philosophy?
"Our next job comes from the job we just did." Alure's employee incentive programs are not focused heavily on volume, "but on client experience. The key to success is creating a raving fan," which means "exceeding expectations."

What led to that line of thinking?
"I read the Ken Blanchard book over a decade ago," and incorporated the thinking into the company's vision statement.

What's your most fun workplace perk?
"The front parking spot" and "I get the newest technologies -- BlackBerry, iPad."

If there were a fire alarm, what in your office would you grab first?
"The picture of my three kids, and I do have some nice New York Mets memorabilia."

SNAPSHOT
Name. Sal Ferro, president, chief executive

Company. Alure Home Improvements, Plainview

What it does. Remodeling, new home building

Employees. Just over 100 full-time, seven part-time, in roles such as design/project planning, project management, administrative, customer service and service and warranty

Revenue. More than $30 million for 2010