Remodeling a home involves a series of tangible transformations. A dated kitchen becomes an open gathering space, a dark living area expands to welcome natural light, and an unused backyard turns into an inviting outdoor retreat. For Craig Scott, President and CEO of CROSS, the measure of a successful project extends well past the physical structure. It centers on building lasting relationships and enriching the everyday lives of the people who live within those walls.
Since CROSS was founded in 2002, relationships have guided the company's approach to business. A significant portion of its project work originates through word-of-mouth introductions from homeowners who have experienced the company's process firsthand. Within the team, a referral is viewed as an extraordinary expression of trust that warrants a thoughtful response.
That perspective led to the creation of CROSS Cares, a program designed to honor past clients by giving back to causes meaningful to them. When a former client refers a homeowner who engages CROSS for a project, the company donates a portion of the signed contract to the referring client's designated charity. The concept connects a homeowner's personal recommendation directly to local community support.
"Referrals from our clients have always been one of our greatest sources of growth, and we never want to take their trust for granted," Scott says. "CROSS Cares needed to be different from a traditional referral program. Instead of simply giving something to the client who referred us, we wanted to partner with them in their honor by giving to a cause they genuinely care about."
The initiative reflects the foundational principles Scott established more than two decades ago. "We believe our responsibility doesn’t stop when we complete a project," Scott emphasizes. The process relies heavily on careful listening from the very first meeting, taking time to understand how a family lives, what they value, and how they envision using their spaces. That same attentive process carries over into learning about the charitable organizations their clients actively contribute to across the area. "Supporting organizations that do meaningful work in our communities through the relationships we’ve built is something we want to be part of."
The impact of this approach is demonstrated through personal involvement. In one instance, a past client chose to direct a CROSS Cares contribution to ABODE Home, a contemplative hospice providing essential care and support to local families. The client had previously trained and volunteered with the organization, making the contribution a direct way to support a cause close to their heart. "It’s really a mutual value that we have with CROSS of sharing what we have generously for the well-being of our communities," says the client, Jack W. "And you couldn’t put a dollar value on something like that. Just an unexpected blessing."
By focusing on community connection, the program aligns with the broader philosophy behind the company's design and remodeling work. Every renovation aims to enhance how clients live and gather, while the referral initiative carries that goal outward into the broader area. "We spend a lot of time talking about the details of a project because details matter," Scott reflects. "CROSS Cares is an extension of that same mindset. We wanted to pay attention to the details of the relationship, too—to what matters to our clients and how we can help make a difference in the communities we all call home."
When a homeowner chooses to recommend a remodeler, they place their personal reputation behind that suggestion. Recognizing the weight of that gesture, CROSS Cares offers a way to express appreciation through sustained community support. Scott notes that the initiative reflects the company's core values in a quiet, practical way. "If a client is willing to put their reputation behind CROSS and recommend us to someone they care about, that means a great deal to our company. CROSS Cares is our way of saying thank you in a way that reflects who we are and what we believe."
Through these ongoing connections, a simple conversation between neighbors can lead to a home renovation, which in turn provides funding for a local nonprofit organization. The initiative shows how thoughtful business practices can extend beyond the remodeling project and create lasting positive effects throughout the surrounding community.
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“Instead of simply giving something to the client who referred us, we wanted to partner with them in their honor by giving to a cause they genuinely care about." —Craig Scott
“CROSS Cares is our way of saying thank you in a way that reflects who we are and what we believe.” —Craig Scott