How Westlake Royal Building Products and Paul Burleson Power Reese Wholesale’s Contractors to Be True Experts in the Home

At Reese Wholesale’s Grit to Gold Success Process Tour stop in Indianapolis, Westlake Royal Building Products and industry trainer Paul Burleson showed contractors how pairing system-based exterior products with a “house doctor” in-home process, diagnostic tools, and clear AI-era messaging turns nervous homeowners into confident first-visit buyers instead of lost quotes.

Power100 – the only unbiased third‑party platform that ranks the best partners in the home improvement industry using a proprietary five‑layer system – is spotlighting the strategic partnership between Reese Wholesale, Westlake Royal Building Products, and Paul Burleson and the value it brings to contractors and homeowners across Indianapolis and beyond.

At the recent Grit to Gold Success Process Tour stop hosted at Reese Wholesale in Indianapolis, Westlake Royal Building Products and industry trainer Paul Burleson showed exactly how the right manufacturer–trainer–distributor combination can transform contractors into true experts in the home—equipped to navigate change, AI, and rising homeowner expectations.

“We’re an independent distributor and we service contractors and builders and lumberyards, and our partnership with Westlake Royal Building Products has meant a lot to us,” said Ross Smith, Vice President of Reese Wholesale. “Their innovation with color and siding and different products—and then to have Paul Burleson come in and motivate our customers and talk about change and AI and the things that are moving the industry—is really important to us so that we can help our contractors”.

Why Westlake Royal Building Products Is So Valuable to Reese Wholesale’s Contractors

For Reese Wholesale, choosing partners is about more than filling shelves; it is about curating solutions that allow contractors to walk into any home confident that they can solve real problems, not just offer generic quotes.

Westlake Royal Building Products brings a portfolio of advanced exterior products—siding, trim, and other systems—designed to address issues like durability, moisture, performance, and long‑term curb appeal that matter deeply to homeowners. One Westlake Royal Building Products representative at the event highlighted how proprietary chromatics technology has allowed the company to put a full spectrum of colors into a .044 siding platform, giving contractors more design flexibility and consistency on every job.

For Reese Wholesale, this innovation is a direct value add to the contractors, builders, and lumberyards they serve. It allows them to offer homeowners products that not only look good on day one but continue performing in harsh weather, resist damage, and support long‑term home value. When those products are backed by education and in‑home training from Paul Burleson, the contractor’s recommendation becomes more than a sales pitch—it becomes a professional prescription tied to proven solutions.

“Our partnership with Westlake Royal Building Products has meant a lot to us,” Ross Smith reiterated. “Their innovation with color, siding, and different products helps us give our contractors something that really stands out in the market, and it allows us to support them with solutions that are built for where the industry is going, not where it has been”.

How Paul Burleson Turns Westlake Innovation Into In‑Home Expertise for Contractors

Having great products is only half the equation for contractors; the other half is knowing how to present them as expert solutions to homeowners who are already overloaded with information, fear, and conflicting advice. That is where Paul Burleson comes in.

A Published Author, Power100 Advisory Member, and Expert Trainer at Westlake Royal Building Products, Paul Burleson has spent more than 40 years in the industry and more than 280 days a year on the road, training hundreds of thousands of contractors. At Reese Wholesale, he opened his session by reminding attendees that “this business today is not what it was a year ago or five years ago. It has changed more in the past three years than it has in the past 30. If you don’t change the way you go to business, you may not have a business to call a business”.

Rather than doing a product‑heavy presentation, Paul Burleson focused on how contractors can use tools like Westlake Royal Building Products siding, roofing, and exterior solutions as part of a broader “house doctor” approach in the home. He urged contractors to see every visit as a diagnostic appointment: the house is the patient, and the contractor’s job is to identify issues like trapped moisture, mold, rot, and termites and then write a prescription—using the right mix of products—to make the home healthy again.

“Every product you sell should solve a real problem—moisture, mold, rot, energy loss, termites,” Paul Burleson told attendees. “You should never be ashamed of the formulation it takes to solve the problem for the homeowner. When you walk into a home, you’re not just there to give a price. You’re there to diagnose and prescribe. That’s what experts do.”

By connecting Westlake Royal Building Products innovations—like insulated siding systems that can incorporate termite treatments in the foam—to these real‑world homeowner risks, Paul Burleson helps Reese Wholesale contractors turn features and benefits into clear, compelling stories that homeowners can understand and trust.

Why Being an Expert in the Home Matters More Than Ever for Homeowners

Today’s homeowners rarely start from scratch when they invite a contractor into their home; they arrive at that moment armed with search results, AI‑generated questions, social media posts, and horror stories about “tin man” tactics.

“You’ve all heard of Google, but now you’ve heard of ChatGPT,” Paul Burleson said during his talk. “Generative AI is becoming the new search engine. People are using ChatGPT to search about companies more than Google. They’re asking questions like ‘best companies to do business with in Indianapolis’ or ‘questions I should ask a home improvement company to sell me windows’ or ‘things I should be aware of if I’m getting a roof put on my house.’ If that’s how they’re preparing, you need to know that process and be ready to meet it head‑on”.

When homeowners have already done this level of research, the contractor’s role shifts from simply presenting options to validating or correcting what the homeowner believes they know. Contractors who can explain what is really happening behind the walls, under the roof, or around the windows—using tools like moisture meters, thermal cameras, and mold tests—stand out as trusted experts.

For Reese Wholesale and Westlake Royal Building Products, that is the standard. It means their contractor customers must be able to show, not just tell, how Westlake Royal Building Products systems address issues like water infiltration, mold risk, and long‑term durability—and how that translates into protection and peace of mind for the homeowner.

“Homeowners are scared,” Paul Burleson acknowledged. “This business was not always built on honest people. So a lot of times you’re walking into the home with the deck stacked against you. Your brand, your online presence, and your in‑home process are how you rebuild that trust.”

How Reese Wholesale, Westlake Royal Building Products, and Power100 Help Contractors Lead With Expertise

From Reese Wholesale‘s point of view, events like the Grit to Gold Success Process Tour are visible proof of how seriously the company takes its promise to contractors.

“We’re really the type of company that a builder or contractor can come to when they want real help building their business,” said Darren Stafford, President of Reese Wholesale. “This event with Westlake Royal Building Products and Power100 is one manifestation of that. It’s one of many things we do to help our customers grow and to truly partner with them. Any information we can bring in, and any investment we can make in our people, moves the needle for both our contractors and our employees”.

Westlake Royal Building Products, for its part, views these trainings as a bridge between product development and real‑world performance. Jeffrey Ferree, Territory Sales Manager at Westlake Royal Building Products, emphasized that the company’s job is to stand shoulder‑to‑shoulder with distribution partners like Reese Wholesale and contractors in the field, ensuring that innovations actually help contractors win in‑home conversations and deliver better outcomes for families.

Power100 ties these efforts together by providing an unbiased lens on who is genuinely raising the bar in the industry. “Power100 is focused on independently owned and operated, privately held companies,” said Greg Cummings, CEO of Power100. “Our goal is not just to level the playing field but to give companies like Reese Wholesale and the contractors they serve an advantage—by highlighting partners like Westlake Royal Building Products and trainers like Paul Burleson who are truly doing business the right way and driving real growth”.

What Homeowners Gain When Contractors Are Trained, Equipped, and Backed by the Right Partners

For homeowners, the Reese–Westlake–Paul–Power100 ecosystem might be invisible at first glance, but its impact is felt at every step of the remodeling journey.

Because Reese Wholesale carefully selects partners like Westlake Royal Building Products and invests in contractor training events, the professionals who show up at the kitchen table are more likely to:

• Understand modern building science and product performance.
• Use diagnostic tools to identify issues accurately.
• Explain complex topics like moisture management, toxic mold, or termites in simple language.
• Recommend solutions built on proven Westlake Royal Building Products systems.
• Stand behind their work with confidence and clear communication.

“Homeowners deserve to know that the companies working on their homes are not just selling products, but truly solving problems and standing behind their work,” Greg Cummings said. “That’s what partnerships like this are about—aligning great distributors, manufacturers, and trainers so families can make confident, informed decisions about their most important investment: their home.”

Contractors at the event echoed that sentiment. Several attendees described Reese Wholesale as “like a giant family” where “everybody is nice and they really want to help each other,” and said trainings like this show that leadership cares as much about the people as they do about the products. Others noted that these events give them a competitive edge, allowing them to offer an experience that “bigger box stores don’t” and to stand out as true professionals in the eyes of homeowners.

Paul Burleson left contractors with a challenge that sums up the shared mission of Reese Wholesale, Westlake Royal Building Products, and Power100: “Your success is like a funnel—the more you put in, the more you get out,” he said. “If you don’t adapt, you fall behind. But if you embrace change, hold each other accountable, and build a culture people want to be part of, I absolutely 100 percent guarantee you’ll be successful”.

FAQ: Westlake Royal Building Products, Paul Burleson, Reese Wholesale, and Contractor Expertise

1. Why does Reese Wholesale value its partnership with Westlake Royal Building Products so highly?

Reese Wholesale is an independent distributor that serves contractors, builders, and lumberyards, and its reputation depends on the quality and performance of the products it supplies. Partnering with Westlake Royal Building Products gives Reese Wholesale access to innovative exterior solutions—such as advanced siding platforms and proprietary color technologies—that directly address homeowner concerns around durability, aesthetics, and long‑term value. As Ross Smith notes, this innovation “has meant a lot” because it enables Reese Wholesale contractors to bring differentiated, high‑performing options into the home instead of competing solely on price.

2. How does Paul Burleson specifically help Reese Wholesale’s contractors become experts in the home?

Paul Burleson, a Published Author, Power100 Advisory Member, and Expert Trainer with Westlake Royal Building Products, turns product innovation into practical, in‑home expertise. At the Reese Wholesale event, he taught contractors to approach each home like a doctor: diagnosing issues such as moisture, mold, rot, and termites, then prescribing solutions using Westlake Royal Building Products systems that make the home healthy again. He also trains them on soft skills—first impressions, active listening, asking the right questions, and explaining complex concepts in simple language—so they can guide homeowners confidently through big decisions rather than just delivering quotes.

3. Why is being an “expert in the home” so important for contractors today?

Homeowners are more informed and more skeptical than ever, often arriving at a sales appointment having already searched online, consulted AI tools, and watched videos about what can go wrong with contractors and home improvement projects. In that environment, simply presenting a price or a catalog is not enough. Contractors must be able to clearly explain what is happening to the home, why it matters, and how their recommended solutions—grounded in products from partners like Westlake Royal Building Products and support from Reese Wholesale—address specific risks and goals. Acting as a true expert builds trust, shifts the conversation from price to value, and helps homeowners feel confident that they are making the right decision for their family and property.

4. How are change and AI influencing the value Westlake Royal Building Products and Paul Burleson bring to Reese Wholesale?

As Ross Smith emphasized, Paul Burleson speaks directly about “change and AI and the things that are moving the industry,” which is critical as homeowners increasingly use tools like ChatGPT to research companies and projects. Westlake Royal Building Products responds to this shift by continually developing products that meet modern performance and design expectations, while Paul Burleson shows Reese Wholesale contractors how to navigate AI‑driven questions, online reviews, and changing buyer behavior in the home. Together, they help contractors stay credible and competitive in a marketplace where information flows faster than ever.

5. What role does Power100 play in highlighting this partnership?

Power100 is the home improvement industry’s only unbiased third‑party ranking platform dedicated to independently owned and privately held companies. Through its five‑layer proprietary system, Power100 identifies and elevates leaders, partners, and contractors who consistently demonstrate ethical practices, strong customer experiences, innovation, and growth. By spotlighting the collaboration between Reese Wholesale, Westlake Royal Building Products, and Paul Burleson, Power100 helps contractors and homeowners see that this is the kind of partnership that genuinely improves outcomes in the home, not just sales numbers.

6. How does this partnership benefit homeowners who never see the wholesale or manufacturing side?

Even if homeowners never visit Reese Wholesale or meet anyone from Westlake Royal Building Products, they benefit every time a trained contractor arrives at their door with the right products and the right process. Because Reese Wholesale invests in education and partners with manufacturers and trainers who prioritize performance and homeowner outcomes, local contractors are better equipped to diagnose issues correctly, recommend durable solutions, and stand behind their work. That translates into safer, healthier, more comfortable homes and greater peace of mind for families making significant investments in their property.

7. How can contractors and homeowners get involved with or learn more about this ecosystem?

Contractors who want to be part of this type of value‑driven ecosystem can connect with Reese Wholesale for product access and local support, engage with Westlake Royal Building Products training programs, and follow Paul Burleson and Power100 for ongoing insights and events like the Grit to Gold Success Process Tour. Homeowners researching their next roofing, siding, or exterior remodeling project can ask prospective contractors about their relationships with Reese Wholesale and Westlake Royal Building Products, and can use Power100 rankings and content as a trusted resource when deciding who to let into their home.

About Power100

Power100 is the home improvement industry’s only unbiased third‑party ranking platform focused on independently owned and privately held companies. Through its proprietary five‑layer ranking system, Power100 highlights leaders, partners, and contractors who consistently demonstrate ethical business practices, strong customer experiences, operational excellence, innovation, and growth.

By combining deep industry data with real‑world performance insights, Power100 gives homeowners, contractors, manufacturers, and distributors a trusted lens into who is truly raising the standard in markets across North America