Dennis Oz: Welcome back to the Remodeler Success Podcast. Folks, thank you so much for being here every single time that you tune in for quality information. I’m sure most of you are tuning in while traveling or working on your day-to-day business. I’m so glad to see you here today. I have a really inspiring guest—she has made significant strides in the cabinetry industry. She started from zero, with a humble beginning, and co-founded Simply Cabinetry in 2010 with her husband. They turned a garage-based operation into a thriving business.

We’re going to talk about her story. I’m so excited to hear more about that, as well as her leadership style. We also have a slogan that we will go over and discuss. I’m so, so excited about that. So please join me as we explore this journey. Please welcome the CEO of Simply Cabinetry, Diana Simmons. Diana, welcome to the show.

Diana Simmons: Hey, Dennis. Thanks for having me.

Dennis Oz: Great. Diana, when I look at your background, I see amazing things about Simply Cabinetry. How did it all start? What was the “let’s do this” moment, and how has this story evolved over the years?

Diana Simmons: Yeah, so, essentially, it actually started evolving from being on the other side of the business. We were doing investment properties, flips, and various projects. During the downturn of the market in ’07, ’08, we had leftover products and just barely managed to sell the last property. So, we decided to start reselling some of the leftover products we had from our projects. In doing so, people realized that we could help them with design and layout because I had some background in that. My mom did a lot of interior design work, and she enjoyed doing that sort of thing.

We started buying products, then we began reselling them, and people realized we had a niche for it. So, we decided, “Okay, let’s continue to sell them.” We made a partnership with a manufacturer and started doing it out of our garage. My husband would go to Ohio to buy the cabinets and then assemble them in our garage. But essentially, we also found that a lot was missing in the marketplace. We would try to find products for these investment properties, and either they were inexpensive but poorly made, with shelves already bowing, or we would go to the big box stores where they would try to sell us everything for the project, and I had to pull out things that weren’t necessary.

We started to see that gap in the market, and that’s when we got into it. We found our first location, and it was quite challenging—having a newborn in my office while meeting with clients. So, we definitely started from the smaller end of things.

Dennis Oz: That’s the challenge of being a mom and a business owner, which I hear a lot. But that’s perfectly fine—it’s the fun part of it, I’m sure, right?

Diana Simmons: Yeah, absolutely.

Dennis Oz: Let’s talk about what really sets your company apart from other businesses. There are big box stores, online retailers, and other competitors out there. What do you believe sets Simply Cabinetry apart from other cabinetry businesses?

Diana Simmons: There are quite a few things that set us apart. There’s been a real gap in the marketplace for an open-door showroom that’s non-intimidating. We focus on giving our clients the information they need to make educated decisions because we believe in educating through information, not just telling people what to do. We want them to see everything they’re purchasing and make decisions on their own. We don’t overwhelm them with options; we show them what’s available and break down the process into bite-sized pieces.

We also offer what we call our “Simple, Premium, and Luxury” lines, which include stock, semi-custom, and custom cabinetry. Everything is pre-labeled in our showroom, so clients know exactly what they’re looking at. They’re not just picking out a door style without understanding why it’s priced the way it is. It’s our job to educate them, and we make sure they understand what they’re looking at just by walking into our showroom.

Dennis Oz: That’s great to know because every client has different requirements, right? You have to understand that. I believe most of the people tuning in today, whether they’re listening or watching, need to know how to either qualify or disqualify potential clients. What’s even more important is understanding the actual need. How do you assess and meet your client’s unique needs and criteria?

Diana Simmons: It’s all about asking the right questions and really trying to understand their needs—diving into their lifestyle and understanding why they’re doing this project. Is it just to sell their property in a year, or is it to create a lifetime home they want to make their own and truly live in? Or perhaps it’s just for the two of them, as we deal with all types of clients. We have dedicated designers who know how to extract the necessary information from clients to help them make an educated decision.

Dennis Oz: So, let’s talk about disqualification. Let’s say someone is really interested, and they’ve shown some interest. There are unique cases where, yes, we can’t work with everyone—that’s a reality. Our service is unique, and sometimes their requests are unique too. How do you assess when it’s not a good fit for their requests?

Diana Simmons: So it’s really about discussing what they need and deciding if we can meet those needs. We have a lot of different options, which is why we offer our Simple, Premium, and Luxury lines. Not every client is the same, and not every project is the same. So we really hone in on what they need, when they need it, and what exactly they’re looking for. We work with builders, contractors, and developers. We only design and sell cabinetry, but 98% of our clients already have someone in mind for their project when they come to us.

But occasionally, we encounter a client who isn’t the right fit for what we offer. Sometimes, they really want to do refacing, and it’s something we can’t convince them to move away from because they want to save their countertops. For example, with our Simple line or in-stock line, I once had a customer whose cabinetry quote was $10,000, but we offered them brand new cabinets for $5,000. So it’s really about honing in and asking the right questions. It’s rare that we can’t service a client, but it’s all about asking the right questions at the right time so we can ensure we’re the right fit to help them with their project.

Dennis Oz: Got it. Well, I’ll also ask some questions about trends, but first, I’d like to dive a little deeper into your interaction with customers. You mentioned you have three lines—semi-custom and stock cabinetry, right? How do you determine which solution to offer them? Is it based on budget, lifestyle, or something else?

Diana Simmons: There are a few different factors that help us determine which level a client falls into when it comes to Simple, Premium, and Luxury. It could be the timeframe they’re working with—if they need something quickly, our stock line takes one to two weeks to arrive. Semi-custom might take three to four weeks, and custom could take six to twelve weeks, depending on their choices. So, it could be based on timeframe, budget, or simply what they want. If they know they want a specific wood species, door style, or inset cabinetry, that helps us guide them to the right selection. It’s really about matching their wants and needs with their budget, availability, and customization preferences.

Dennis Oz: Exactly. That’s a crucial role, especially considering the many disruptions we’ve seen in the last five years, particularly in logistics and supply chains. It’s good to hear that you’re on top of that. Diana, our listeners often struggle with these decisions too. That’s why we’re having this conversation—I hope everyone is enjoying it as much as I am with you today.

So, let’s shift the conversation to trends. What do you think about trends? Some guests I’ve hosted say they follow market trends, while others avoid trends because they don’t want to offer something that might be outdated in three years. We know that white kitchen cabinets are always popular, especially in new kitchens. They make the space so bright. What’s your take on trends? What’s your opinion?

Diana Simmons: A lot of times, I tell clients that there are many ways to make a cabinet trendy without making the cabinet itself trendy. That classic shaker white door style can be transformed in many ways—what I call the “jewelry” of the kitchen, like the handles and pulls, or the “icing on the cake,” such as the countertops or other accessories. There are so many elements that can change the look of a space without altering the cabinetry. The key is to get cabinetry that is versatile and adaptable to trends. We’ve been selling shaker white cabinetry since we started in 2010, and it’s still popular. Right now, wood tones are also coming back into style, which is something we didn’t expect. But it’s all about sticking to the basics and then adding elements that give it a trendy feel.

Dennis Oz: That’s a stellar explanation—thanks for breaking it down. Now, let’s talk about your leadership style. When I look at your background and what you’ve accomplished, I notice that you’re also a licensed realtor. I’m sure that influences how you approach your day-to-day tasks and responsibilities in cabinetry and remodeling projects. How does your real estate background integrate with your work in cabinetry?

Diana Simmons: Real estate and cabinetry are honestly one and the same because the kitchen, the heart of the home, greatly affects a property’s ROI and value. It’s important to know market trends in the area where cabinetry is being installed. Understanding the community and the types of homes there is crucial. For example, in Willow Grove, PA, where one of our locations is, I know many homes are smaller. So, I remind my designers to ensure a lazy Susan can fit through the door. These are small nuances you wouldn’t think of unless you understand the local community. That’s why we like having our showrooms in the community—we want to be a part of it.

Dennis Oz: That’s great to hear. Being part of the community is key. I always say that when we change a kitchen, we’re changing lives. It’s an amazing feeling. In my early career, when I worked as a kitchen designer in a retail shop about 10 years ago, I wasn’t really a designer. I was the guy who welcomed customers and used 2020 software to draw up something for them. But I’ve always seen how changing a kitchen changes lives because it’s the one place where all family members meet. There’s no other single space in the home that’s as important.

Diana Simmons: Exactly, it enhances their lives.

Dennis Oz: Exactly. Let’s take the conversation back to the business perspective. You obtained your certification to take Simply Cabinetry to the franchise level. What motivated you to do that?

Diana Simmons: Yeah, so essentially, one of our favorite things—my husband’s and mine—is coaching people, especially those from outside the industry. We were thinking about how we wanted to grow, because we really feel there’s a gap in the industry that’s being missed. We were trying to decide our next steps: should we open more showrooms as corporate-owned locations, or do something else?

Ultimately, our motivation has always been seeing other people grow. We wanted them to be just as invested in the business as we are and help them grow it. That’s what I do with our managing designers here. We’ve had many people come from outside the industry, and we’ve built them up to understand our way of selling and designing cabinetry. It’s all about education. When we educate our team, they, in turn, educate their clients.

We recognize that there’s a gap in the marketplace. Big box stores often have minimal staff who might be working in different departments, and high-end boutiques require appointments and deposits before even starting a conversation. We want clients to feel comfortable just walking in, seeing what’s available in our showroom, and learning about what they’re purchasing. We want them to feel confident in their decisions. There’s a saying that most clients wish they had spent a little more on their projects—perhaps they would have if they’d been better educated about what they needed and how it would benefit them in their daily lives.

Dennis Oz: Yeah, I also see that you’re putting a lot of emphasis on meeting actual customer needs. That’s something positive, and it’s amazing. Let’s talk about the future vision of Simply Cabinetry. What’s your gut feeling about your company’s future? Do you feel like you’ll expand into a franchise, or do you think you’ll continue dominating your local area? How do you see the future for Simply Cabinetry?

Diana Simmons: I see us becoming the go-to cabinetry place nationwide. Our goal and vision are to provide clarity in cabinetry across the country. That’s what’s missing in the marketplace—there’s no major player doing what we do. You might think of places like Cabinets To Go, but we’re different. We offer Simple, Premium, and Luxury lines, have dedicated designers, and our showrooms are structured differently. We’re really focused on being that difference and bringing change to an industry that’s been somewhat archaic. Many people in our industry are aging out, and we’re trying to make it fun and exciting again. We’re really looking to take over.

Dennis Oz: Thanks so much for sharing that. Let me follow up with a question about digital marketing. It’s changed so much in the last 10, 5, or even just one year, especially with the rise of AI. How do you structure your digital marketing, and what’s the most effective digital marketing strategy you use to promote your business?

Diana Simmons: A lot of what we do digitally is more organic. We don’t do much paid advertising, but we do attend events and tag event locations. We belong to the Home Builders Association, go to real estate events, and make connections within the community. Being involved in the community is definitely an asset, and it’s something we plan to do more of. As part of our franchising strategy, we’re aiming to increase our digital presence and marketing efforts. In the past, we haven’t done much marketing because we wanted to ensure our showrooms and staff were prepared to handle the business. We’ve been focusing on that, and now we’re ready to do more in terms of marketing.

Dennis Oz: What do you think about the power of referrals? Most businesses in the United States rely heavily on referrals and word-of-mouth as their most important asset. What’s your view on your referral network?

Diana Simmons: Our business has essentially been built on referrals, especially through our work with contractors and builders. We’re an extension of their business—sometimes they tell their clients to come in, they come in with their clients, or they handle the project themselves. Honestly, the easiest sale is a referral because that trust has already been established. It’s something we always focus on. We also put a lot of emphasis on getting reviews because that’s another form of referral—just in the digital space.

The hardest review to get is a five-star review because happy clients have moved on. The easiest review to get is from someone who’s upset because they want to post it everywhere. So we really focus on asking for those five-star reviews because they help with referrals as well.

Dennis Oz: Right. Reviews in our industry are like money in the bank. If you don’t work for them, there’s no way they’ll increase. Some people will share their honest opinions about your service, but at the end of the day, there will be some angry clients out there.

Diana Simmons: Yeah, and you can’t help that. Not everyone is going to be happy, and it might not even be because you did something wrong—they just might be having a bad day. Those situations are inevitable in our industry. It’s all about how you handle it. That’s what I always tell my staff. Even if a client isn’t happy, you can turn that around and make them happy, creating a positive experience. They might end up wanting to talk about it in a good way. Just because a client isn’t happy at the moment doesn’t mean you can’t turn them into an advocate later.

Dennis Oz: Yeah, I had a call from one of my business partners—let’s say he’s also a really close friend—and he called me saying, “I got a one-star review, and this wasn’t even from a paying client.” She posted something on his Google Business Profile page—two paragraphs, basically insulting him. He called me and said, “I’ll take this to court.” I told him, “Listen, my friend, yes, you can do that, but let’s use our energy to bring in more positive reviews instead of trying to erase one.” Just like you said, maybe they’re having a bad day, and you can’t avoid that.

Folks, listen, if you’re tuning in today and you want to take your review strategy to the next level, don’t focus on that one-star review. Use your energy to get new positive reviews because you can bury the negative ones with five stars. It’s just like you said—it’s important to have a solid strategy. If someone wants to leave you a one-star review, you can’t avoid that. But what you can do is put in place a solid review strategy and continuously get positive reviews.

Diana Simmons: And always respond to the reviews, right? That’s very important.

Dennis Oz: Do you also respond to one-star reviews, or do you just respond to five-star ones? What’s your approach?

Diana Simmons: I respond to everything. You still want to talk about it—let’s take the conversation offline and discuss what we could have done better. It shows that you care because, at the end of the day, you do care. If there’s something you can take away from a negative review to improve yourself or your business, that’s valuable. Do they ever really reach out after that? No, but still, it’s important to put it out there and show that we’re open to feedback and growth.

Dennis Oz: Exactly. This is how you actually grow your business, everyone. Take that negative review as feedback, and if there’s something to learn from it, why not? Maybe people are complaining about strict policies you might have. If you believe these are bringing in negative reviews, rethink your workflows and policies. Thank you so much for these golden nuggets, Diana. It’s great to hear from a business owner like you.

Let’s wrap up with some advice for our listeners, many of whom are just starting their businesses. For example, they might be considering whether to go the franchise route. What’s your advice for people in that position?

Diana Simmons: My golden nugget is: don’t do it alone if you don’t have to. There’s a lot of positivity in going the franchise route. If you’re going to open a showroom, day one, you’re benefiting from 15 years of mistakes, blood, sweat, and tears that went into what we’re doing today. Owning your own business is difficult, but doing it alone is even more challenging. If you have someone by your side, giving you a template on how to open a showroom, deal with clients, and providing you with all the resources you need, it’s a no-brainer. We can make it so much easier for you. It’s about being in business for yourself, but not by yourself. We have the buying power—we’re the largest distributor in the Northeast, and that’s something you won’t achieve on day one. It’s going to take several years to reach that level, and knowing the right steps to take is crucial. Staying in your lane and ensuring your success is ultimately our goal. I love educating people, helping them build their future, and investing in their future. In turn, that helps our business as well.

Dennis Oz: This is great to hear. Thank you so much for sharing that. Let’s say someone in our audience is interested in becoming one of your franchisees. What are the actual benefits of working with a franchisor like your company? And how can they start the process? What’s the best way to prepare themselves to come to you?

Diana Simmons: The biggest benefit is being in business for yourself, but not by yourself, which is huge. It’s also about brand recognition across the country, having support, training, and a partner in what you’re doing instead of trying to do it all by yourself. We’ve spent 15 years building our reputation, and you can build off that. Learning about cabinetry and making connections with brands that you wouldn’t be able to access right off the bat is invaluable. It’s also about creating a lifestyle you control, rather than working in a corporate environment or for someone else. Starting on your own is much more difficult, and there’s a lot of homework to do to get to the level we provide. Additionally, financing for franchising is much easier to secure than it is for starting your own business from scratch. So, yes, there are many benefits to franchising.

Dennis Oz: This is great to hear. Folks, as you can see, there are many benefits to franchising. Entrepreneurship can be a lonely path, and as Diana mentioned, doing it by yourself can be challenging. Companies like Simply Cabinetry and leaders like Diana can help you achieve success. If you’re thinking about franchising, it’s an opportunity to consider.

Diana Simmons: And you’ll also get open quicker and more efficiently. We already have the templates figured out—knowing the type of locations to choose, the showroom structure, the type of displays, and why. There’s so much that goes into what we do.

Dennis Oz: That’s good to know. Thank you so much for sharing that. This has been a great conversation, Diana. If someone from our audience has any follow-up questions or is interested in becoming a franchisee, how can they reach you?

Diana Simmons: There are multiple ways. You can email me at diana@simplycabinetry.com, call me at (267) 872-6233, or message me on LinkedIn or other social media platforms. Our website is also simplycabinetry.com.

Dennis Oz: Thank you so much, Diana, for all the golden nuggets you shared today. It’s been amazing.