Between 2004 and 2010, Michael (Mike) Lelasher served as the vice president of the Columbus, Ohio company Cardinal Builders. By advertising the company’s utilization of the then-new American Recovery and Reinvestment Act (ARRA), Michael Lelasher grew Cardinal Builders’ online presence while saving customers money.
In order to address job losses during the Great Recession, Congress passed the ARRA in 2009. Increasing spending in many areas and providing incentives in others, one field ARRA greatly benefited was the energy industry. From then on, homeowners would receive a tax credit if they installed specific energy-efficient windows, roofing, insulation, and appliances in their homes.
At the time, construction companies capitalized on the opportunities generated by the ARRA by referencing it in their advertising. Companies that referenced the ARRA most were roofing companies and replacement contractors. Roofing companies justified the ARRA tax credit by explaining the heightened energy efficiency of installing a metal roof. Replacement contractors, companies that profit from short-term, smaller-scale jobs, included the tax credit in their marketing to make their services more worthwhile and convenient for homeowners.
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