[2007 Leadership Profiles] Jack R. Broome

It never seems to happen as often as company leaders would desire, but on those rare occasions when an employer finds just the right person to fill a key management position the results can be dynamic.

Take, for example, what has occurred with PermaTreat Pest Control, Fredericksburg, Va., since the addition of Jack Broome.

An industry veteran with 23 years of experience, Broome joined PermaTreat in 1995 and neither he nor the company has looked back. Along with CEO Joe Wilson, Broome is one half of the “Joe and Jack Show,” a duo whose personalities and business skills complement each other extremely well.

Broome’s pragmatic, structured management approach is in sharp contrast to Wilson, an intensely driven, risk-taking businessman. “It wouldn’t work if we had two Joe Wilsons or two Jack Broomes,” Wilson said.

“We are opposites and maybe it’s a case of opposites attracting,” Broome said. “It takes Joe much less time to make decisions and he usually has an immediate answer or solution, whereas I may study on a problem for awhile, get my ducks in a row and then resolve the problem.”

During his tenure at PermaTreat, Broome has been called upon to do just about anything and everything, from helping to turn around underperforming offices to making key business growth decisions. Proof that the “Joe and Jack Show” is a powerful tandem is perhaps best exemplified by charting the company’s growth during the past decade. PermaTreat’s year-end revenues have gone from about $3.5 million in 1997 to $8.6 million in 2006.

A WINDING ROAD

Like many in the pest control industry, Jack Broome’s career path could best be described as circuitous.

A native of Medford, N.J., Broome’s early influences were his father, Jack Broome Sr., and his mother, Midge. The senior Broome was a contractor, who built mostly commercial buildings, while his mom was a homemaker.

Growing up, Jack had wanted to be an architect and later considered taking over his father’s business. But as time went on and labor unions gained strength in the area, the business climate became increasingly challenging for independent contractors, and neither Jack nor his father saw much of a future for the company. In 1975, Jack Sr. sold the family business and moved to Greenville, W.Va.

Jack also relocated to West Virginia shortly thereafter, where he purchased a leased cattle farm and opened a general store, which proved to be a successful business venture. “It was a typical dream,” Broome said. “I had a creek out back where I could see myself [spending time.] The same people bought from the store all the time, plus I lived off the store, so I had enough to pay for the farm.”

Jack decided to sell the general store in 1979, and then dabbled in home construction before entering a management training program in 1980 for Kmart Enterprises — the division of Kmart that included sporting goods and auto parts, among other things. Broome gained valuable management experience while running these divisions out of the company’s Bluefield, W.Va., office. Kmart also was where Jack would meet his wife Kate, who was working as a bookkeeper for the company.

For the next four years, Jack held various management positions at Kmart, work that he generally liked. However, during this time Broome was continually being relocated to run Kmart stores throughout the country, primarily on the East Coast and Midwest, making it difficult to put down roots.

ON TO ORKIN

Seeking better pay and a change of scenery, Broome entered an Orkin management training program in 1984. The pest control industry turned out to be a good fit for Broome, who moved through the ranks at Orkin. Broome held several management positions at Orkin from 1984 to 1995, including his final stop as a manager in Cincinnati, a title he held from 1994 to 1995.

While at Orkin, Broome earned a reputation for turning around underperforming branch offices, including his first stop — Orkin’s Danville, Va., office. During this stint, Broome was faced with the challenge of improving operations of an office that was filled with experienced service professionals. “The newest person working at that office had been there 12 years, so it was difficult for them to accept me,” Broome said.

Still, there were some advantages. “They taught me about pest management and I taught them what I thought I knew about people and managing,” he added.

Under Broome’s guidance the Danville office improved operations by focusing on customer care. “We returned phone calls in a timely fashion. We made sure we did the job right. We improved customer care which improved customer retention,” he said.

Broome then was promoted to manager of the Richmond, Va., office, a much bigger operation. Similar to his experiences with the Danville office, Broome was able to improve efficiencies by focusing on customer care. Broome worked out of the Richmond office from 1987 to 1993, and during that time he worked with Glen Rollins, current CEO of Orkin.

“What impressed me about Jack — and why I think he has been so successful — is that Jack really takes care of his team,” Rollins said. “Jack’s good at smoothing out the bumps, making the tough decisions and being an effective leader, all while being the consummate professional in terms of supporting his team.”

Broome enjoyed this period working for Orkin, and both he and his family liked the Richmond area. So, in 1995 when Broome was approached by Orkin’s Steve Drennan to take over the company’s regional office in Cincinnati, he at first was not interested. However, after some encouragement by Drennan, Broome accepted the position and the family relocated to the Queen City. While the Orkin office flourished under Broome’s leadership from 1994 to 1995, Cincinnati was not a good fit for Broome and his family, all of whom wanted to move back to Virginia.

Broome contacted Jim Cotton, a friend at Orkin, explained that he wanted to move back East and asked if he knew of any companies looking to hire. It just so happened that Joe Wilson had been seeking an upper-level manager to help take PermaTreat Pest Control to the next level.

Although Broome was interested in moving back to Richmond, Wilson convinced him to visit Fredericksburg and meet in person. “His reputation in the industry and especially at Orkin was very good and when I met him I was particularly impressed with his character, and his honesty in dealing with people,” Wilson said.

Broome also took an immediate liking to the organized, efficient way in which PermaTreat was run and, after giving it some thought, accepted Wilson’s job offer. “I started on October 4. I could have started on October 3 but I wanted to stay home and find out the verdict in the O.J. trial,” Broome recalled.

A NATURAL FIT

Joe Wilson’s background also includes stints at Orkin, and he has implemented many similar operational procedures at PermaTreat Pest Control, so when Broome joined the company it was a relatively smooth transition. “What we do is similar to Orkin, but on a smaller scale,” Broome said. “Joe instituted a lot of ‘old Orkin’ and I brought in some of the ideas from ‘new Orkin.’”

One of Broome’s first proving grounds at PermaTreat, Wilson said, occurred when he took over the company’s Woodbridge, Va., office, which was struggling with employee retention and competing in a difficult market. Similar to his experiences with Orkin, Broome was able to help get the Woodbridge office turned around with a renewed commitment to customer care.

From there, Broome continued to progress through the company, being named vice president of operations in 1997 and president in 1999. During this time, PermaTreat has grown rapidly and much of this growth has been a result of acquisitions. Wilson said Broome has been instrumental in integrating newly acquired companies so “the challenge for Jack has been to matriculate these companies into our organization in as orderly a fashion as he can.”

Kevin Walsh, who has been with PermaTreat for 18 years, and now heads up the company’s commercial division, said Broome is very even tempered and has the ability to understand how to deal with people of varying personality types. “Jack’s been very good at creating competition among the branches to make them excel — without creating animosity among the branches. And that is pretty amazing to me.”

In his current role, Broome is involved in just about all aspects of the company, including overseeing managers, accounting, sales, collections and overall business operations. These varied responsibilities have given Broome the opportunity to interact with PermaTreat employees at all levels. For example, Broome will work with Corporate Auditor Patricia Abbott on issues such as policies and procedures.

“Jack is a strong and firm leader, but very understanding and he is willing to meet you half-way,” Abbott said. “He’ll look at an entire situation, make his evaluations and decide the best way to proceed. So, there will be times when you discuss issues with him and maybe he will meet you half-way with a solution. Nothing is cut and dry with him.”

Adds Skip LeMaster, PermaTreat branch manager, “Jack is a man that wears a lot of hats and is very busy, but he uses his time wisely. When you need him he is there. When you need a decision made, he makes one.”

With the varied responsibilities, Broome’s time certainly is in demand, but he always remains professional, said Kathy Kwiecien, administrative assistant, PermaTreat. “If you have a matter that you need help on, he will give you his full attention, never cut you short or make you feel like you’re bothering him because he has work to get back to,” she said.

WHAT LIES AHEAD

Helping support Broome throughout his career has been his family which, for the longest time included wife Kate and daughters Kelli-Beth, 23, and Caroline, 21. That was until 1999, when Broome, at age 49, learned he was going to become a father once again. On Aug. 23, 1999, Kate gave birth to Noah, now age 8.

Broome said Noah has been another blessing in his life and he enjoys spending time with his son who he calls “an aspiring businessman,” and who residents of Fredericksburg refer to as the “future mayor of Fredericksburg.”

In addition to spending time with his family, Broome is actively involved in community groups such as the Rotary. “I’m involved because I live in the area, [and this area has been] good to me and my family. We encourage our employees to become involved because both Joe and I believe it is important to be good corporate citizens.”

Whether it’s finding new and innovative ways for PermaTreat to grow or continuing his community-wide involvement, Broome has no plans for slowing down. “I want to finish my career out with PermaTreat. I’d like to see the company reach $15 million with 180 employees.”

Answered Prayers

Jack Broome’s character is perhaps as much a result of his life experiences as it is his training and education.

While working for Kmart in 1984, Jack’s wife Kate gave birth to their first child, Kelli-Beth. At two months, Kelli-Beth was diagnosed with neuroblastoma, a rare form of juvenile cancer.

“I had come home from work on a Friday and Kate just broke down and started crying,” Broome recalled.

Kelli-Beth was given just a 50-50 chance of surviving. “It was awful. I couldn’t eat. I’m skinny to begin with, but my weight went down to about 150 pounds. My wife was stronger than I was. I really think that is what got me through it. She always believed (Kelli-Beth) would survive.”

Kelli-Beth underwent chemotherapy. Thankfully, the Broome’s prayers were answered. “The tumor which caused her stomach to swell became smaller by the week,” Broome said. Within 18 months, there were no traces of any cancer.

Today, Kelli-Beth is 23 years-old and cancer-free.

Community Involvement

Under the guidance of CEO Joe Wilson and COO Jack Broome, PermaTreat Pest Control has become not only a well-reputed pest control company in Fredericksburg, but a highly respected corporate citizen.

Wilson and Broome both understand the value of giving back to the community that has been good to them. Broome has been actively involved in community affairs and he currently chairs the Stafford Rotary Community Service Board. The Stafford Rotary Club does charity work such as distributing canned goods, food baskets and turkeys to those in need. In addition Broome headed up the Rotary’s popular annual Duck Race fundraiser.

Broome has been trying to get son Noah involved in the Rotary’s charity work as well. He and Noah recently visited a retirement home, where they delivered a 32-inch-screen television and a La-Z-Boy recliner to a 105-year-old resident named “Curly.” In addition, he and Noah have served as bell ringers for the Salvation Army’s annual Christmas fundraiser.

The Broome File:

Company: PermaTreat Pest Control

Location: Fredericksburg, Va.

Position: Chief Operations Officer

Career highlights: Division manager, Kmart; branch manager, Orkin Pest Control; regional manager, Orkin Pest Control; helped grow PermaTreat from $3.5 million in sales in 1997 to $8.6 million in sales in 2006; board member, Virginia Pest Management Association; board member, Rotary International.

Personal: Wife Kate; daughters Kelli-Beth (23), Caroline (21), and son Noah (8).