Jason Alloway, The Foundation of New Castle Steel
Jason Alloway owns New Castle Steel and is a veteran builder with nearly 45 years of experience. In a recent conversation, he shared his journey from humble beginnings, growing up around construction and discovering his natural talent for building. His passion for building and advocacy for steel-framed decks is legendary. Read on to learn more about Jason's vision for his company, the industry, and his journey.
Growing up, Jason was constantly surrounded by builders and workers, including his father, an interior metal stud framer and drywaller. As a young child, Jason helped his father on job sites, learning essential skills and the tools of the trade. Soon, he realized he had a natural talent for building and decided to pursue it. He did interior metal stud framing and drywall in Phoenix, more drywall in Hawaii, concrete work in Northern California and Oregon, learned masonry in Las Vegas, and all different trades in Denver, including flipping houses with investors.
In Atlanta, Jason focused on deckbuilding. When a customer asked him to build a deck, Jason realized there was a lot to it, and materials were essential to the building process.
To continue offering that high level of service and satisfaction, he knew he had to move away from wood-based products to continue building the high-quality decks his customers expected. Having worked with steel in the past, when Trex introduced their Elevations system, it was an easy transition from traditional wood-framed decks to almost exclusively building with steel, especially after noticing a decline in the quality of pressure-treated lumber. This move put Jason at the forefront of steel-framed decks, as he advocated for them even before most knew the product was available as an option.
“I have always believed that a contractor’s primary job is to protect the homeowner and guide them to use durable products. Knowing what the quality of lumber has become, it is clear to me that building a wood-framed deck is unethical. If you plan on using a 25-plus year warranted alternative deck board, use a framing system that can last just as long,” stated Alloway.
In January 2022, an opportunity presented itself to Jason to purchase manufacturing and distribution capabilities for the product formerly known as Trex Elevations®. This opportunity led to the birth of New Castle Steel.
"I am passionate about building longer-lasting decks and outdoor spaces for my clients. When the opportunity arose to manufacture a quality lightweight steel product, I jumped at the chance. I believe our New Castle Steel branded products bring new possibilities in what contractors can offer clients in deck design and performance," says Alloway.
But Jason is not just here to sell steel. He wants to teach other builders how to use the product effectively and avoid using inferior products. He believes in training other builders to use the product effectively.
Jason wants New Castle Steel to be different from its competitors in every way. The most significant difference is his personal investment of time and support. He makes himself available to answer the phone day or night, long after traditional business hours. He believes in supporting and helping builders.
"As long as I don't already have a whiskey in my hand, I'll pick up the phone to answer your questions. I'm here to support you, teach you, and train you. Once you understand the benefits of steel, it's easy to build with and sell to your customers,"
The benefits of using steel are hard to ignore. They include higher margins than wood on every sale, fewer warranty claims, and a more robust position in the market as a builder who cares about quality and performance. New Castle Steel products have been around since their warranty was first written, without a single warranty claim at all.
New Castle Steel won't sacrifice quality for speed and doesn't cut corners. It is a superior steel framing product manufactured in the US from quality steel acquired from trusted sources. Yes, New Castle Steel framing costs more than lumber, but consider how long it lasts and its durability over time. With wood failures regularly occurring, the value of steel framing over time is worth the customer’s peace of mind.
If you appreciate quality and performance and want to differentiate your building business from your competitors, consider switching to steel. Our New Castle Steel framing system is tailored to meet all your requirements, from the first sales call with the client to the seamless execution of the project. Have questions, or are you ready to get started? Give us a call today! 1-888-960-0808
Read about the reasons builders are choosing steel for their deck-building projects