Steel Frames Direct's rise in the LGS Industry with Vertex BD

Tony Foti, Managing Director of Steel Frames Direct, based in Sunshine, Melbourne, has witnessed a remarkable journey in the light gauge steel (LGS) manufacturing industry. With over 30 years of experience in the commercial sector, Tony transitioned to launching his own LGS business, leveraging his extensive commercial background in steel frames. (main pic: Steel Frames Direct: delivering LGS solutions with Vertex BD.)

Before launching Steel Frames Direct, Tony worked with FacadeX, a company specialising in façade solutions and architectural cladding, where steel frames formed the backbone of many aspects of the company’s products. “I was in the commercial industry for 30 years, working with steel frames,” Tony explains. “I was looking for a transition.”

The COVID-19 pandemic was the catalyst for Tony’s decision to start his own business.

In 2020, amidst the pandemic, Tony officially launched Steel Frames Direct. His primary goal was to address the supply issues in the residential market using light gauge steel, a material he was familiar with from his years in the commercial sector, in part, due to the scarcity of timber. “Through my experience using light gauge steel, I was looking for an opportunity to start a family-run business,” Tony says.

One of the pivotal decisions Tony made was to invest in roll-forming machines, and this connection led him to Vertex BD software, which became a cornerstone in his business operations. “To be honest, I don’t shop around. When I get a service, and Vertex BD had impeccable service and support, my decision was made there and then,” Tony states.

The integration of Vertex BD software significantly impacted Steel Frames Direct business processes. The software’s ability to provide 3D modelling transformed how Tony engaged with clients. “Vertex BD contains a feature call Vertex Showroom, where amongst other capabilities, clients can view, rotate, zoom and clip 3D models. It helps clients who can’t understand two-dimensional plans,” Tony explains. “We show them a 3D concept of their design, which is a big tick for us and the clients.”

Additionally, Vertex BD’s advanced engineering capabilities allowed Tony to make on-the-fly adjustments without always needing to engage external engineers. “We can generally go into the program and make changes ourselves rather than engaging an engineer, saving time and generating a positive response from builders,” Tony notes.

The software’s impact on efficiency and client engagement was profound. “Vertex BD gave me impeccable service and support,” Tony emphasises. “This has worked well and helped grow the business.”

From the outset, Steel Frames Direct focused on the multi-residential market, leveraging Tony’s network of builders and his reputation in the industry. Despite initial challenges in convincing builders to switch from timber to steel, Tony’s commitment to service and support won them over.

“The only way to address it was by showing them support and not leaving them stranded,” Tony says. “I offered seven-day phone support and tried to provide the same impeccable service and support that Vertex BD provides.”

Today, Steel Frames Direct operates efficiently with a small, dedicated team. “People think we’re a large company, but we work efficiently,” Tony comments. “You can create a good business with a machine and some up-to-date, quality software.”

The business has seen significant growth since its inception. From an initial contract supplying steel frames for 50 homes, Steel Frames Direct now works on multiple developments, including 11 three-storey townhouses. The company’s growth is attributed to its focus on efficiency and client service, supported by investments in additional equipment like trucks and cranes.

Steel Frames Direct also engages in various projects, from multi-residential developments to one-off custom homes. The company’s flexibility and commitment to quality have earned it a reputation for reliability in the industry.

See: https://www.steelframesdirect.com.au/
See: https://vertexaustralia.com/