BRENT BECK, ALL CRAFT EXTERIORS
CEO Profile
CEO Profile: Brent Beck
Taking an in-depth look at Beck's career path, progression, and achievements Tell us about your career path to becoming Owner / Project Estimator of All Craft Exteriors I started working at a young age. Growing up, I worked at my aunt and uncle’s farm, selling sweet corn, watermelon, and vegetables out of a roadside stand in Red Wing. That’s really where I got started with sales. I remember one day, some kids came by pulling a wagon. It made me realize there were people in town who couldn’t get down to the stand. So I hired those kids and had them deliver produce to nearby apartments. I paid them based on what they sold. I didn’t think of it as commission at the time, but that’s what it was. After high school, I joined the National Guard and went to basic training in Fort Benning, Georgia. When I came back, I got into siding installation with a friend. I was paid based on performance, and that opened my eyes to what you could make in the trades. From there, I started my own crew, moved into sales, and eventually partnered with Chad McCarty to start All Craft Exteriors. What experiences have had a significant impact in shaping you as a leader? I worked in a lot of environments where things weren’t always done the right way. Customers weren’t always treated well, and sometimes the focus was more on closing the deal than doing the job right. That stuck with me. For me, doing things better meant treating people right—customers and employees—and standing behind the work. That’s where the lifetime labor warranty came from. For years, I was going back and fixing things we had done, just because it was the right thing to do. Eventually, we decided to put that in writing. What changes in trends and needs within the home improvement/construction industry have you seen? A lot has changed. Products are better—more energy- efficient and better quality than they used to be. Technology has changed how people shop. You can look up your house and get a pretty good idea of what a project might cost without even meeting someone. Regulations have also gotten more complicated. There’s more to keep up with, and you have to stay educated. You’re also seeing more diversity in the trades. We’ve got a young woman on one of our siding crews, and she’s doing a great job. That wasn’t something you saw as often years ago.
How has All Craft Exteriors evolved to meet those changes to the industry? Training is a big part of it. We spend a lot of time making sure our team understands the products, the installation, and the right way to do things. We stay up to date on materials, techniques, and regulations. At the end of the day, that helps us serve our customers better. We also try to keep our sales process straightforward. We don’t use high-pressure tactics. We’d rather be honest with someone—even if that means not getting the job— than have someone regret their decision later. As you look ahead to the future, what do you see as the outlook for the home improvement/construction industry as well as for All Craft Exteriors? One of the biggest challenges is the growth of large, out- of-town companies. They’ve got deep pockets. They can spend more on advertising and recruiting. But they’re not local. They don’t live here, and they don’t have to look their customers in the face every day. We do. We’re part of this community. We support local organizations, and when people work with us, that money stays here. Going forward, that’s our focus—keep doing things the right way, keep training our team, and keep taking care of our customers.
To read more about All Craft Exteriors, visit https://allcraftexteriors.com
12 | ROCHESTER AREA CHAMBER OF COMMERCE ADVANTAGE MAGAZINE — JUNE 2026
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