Behr to help franchisee rebranding
August 15, 2011 | 11:39 pm CDT
SANTA ANA, CA -- Behr Process Corporation announced today it has become an allied vendor of the Econo Lodges of America Franchisee Association, Inc. (ELFA), an organization representing the interests of more than 1,300 owners from the Econo Lodge Hotels and Rodeway Inns.

By teaming with Behr, ELFA members will be able to take advantage of Behr's unique relationship with The Home Depot, the main point of purchase for Behr® and Kilz® quality products: interior and exterior paints and primers, wood and concrete stains, epoxies, elastomeric, masonry/stucco and brick paints. With over 2,000 Home Depot stores nationwide and Behr's BehrPro(SM) dedicated service representatives trained and ready to assist with product details, account questions, advice, and special requests, Behr is everywhere customers need them. In addition, Behr's innovative service program, Direct to Pro(SM) offers free direct delivery to job sites by certified coating specialists who can walk the job site, answer product questions, and help troubleshoot. The program also provides guaranteed order fulfillment within 72 hours of placing an order.

Behr's and The Home Depot's relationship with ELFA will aid Econo Lodge franchisees in maintaining their properties nationwide, helping provide guests with the high-quality experience they have come to expect. The timing of this affiliation is noteworthy, given that Econo Lodge is beginning a significant re-branding effort that will include updates to properties' exterior appearances and rooms.

"Behr has long had a reputation for its quality products and services and we're thrilled to add them as an allied vendor," commented Natu Patel, president of ELFA. "ELFA's goal is to help each franchise maximize the value of its property and we're confident that with Behr's help, we can truly support this mission."
"Franchisees, property owners and managers in the hospitality business have a tall order of maintaining a property's curbside and interior appeal to remain competitive," said Joe Richardson, senior vice president of professional products and services for Behr Process Corporation. "With access to our knowledgeable personnel and our highly durable paint and primer products, ELFA professionals will have the necessary tools at their fingertips to keep their properties attractive and fully occupied."

Registered ELFA members are guaranteed low prices on their paint purchases from The Home Depot.

About Behr Process Corporation

Founded in 1947, Behr Process Corporation is a trusted name in quality and durability among homeowners and professional tradesmen. As a leading manufacturer of paints, decorative finishes, primers, stains and surface preparation products, Behr is committed to setting the highest industry standards and delivering superior products that utilize the latest technological advancements for optimum performance. Behr is a subsidiary of Masco Corporation and is headquartered in Santa Ana, Calif.

SOURCE Behr Process Corporation

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