When your company is named Precision Tool & Fastener Supply, you know the housing decline is something you'll be asked about.

But for Marla Endicott, founder and president of Tucson, Ariz.-based Precision, the declining housing numbers are no reason for panic.

“Our housing starts are down. It's affected us a little,” she says. “But we're diversified and don't go after mainly residential. We are more commercial and industrial.”

Endicott started her distribution career in the fastener industry. While Precision deals in fasteners, hand and power tools have done better recently.

“We always have a strong power tool base,” she says. “Cut-off saws and diamond blades are a large part of this business. As a matter of fact, our power tool base [right now] is probably doing better than our fastener base.”

The technological advances made by power tool manufacturers account for some of that—especially cordless technology. Endicott points to advances in lithium-ion rechargeable batteries, which come at a higher price.

“Everyone wants more power and longevity in batteries, but you have to pay a bit more money. And, with some, it's been a big [price] jump,” Endicott explains. “So it's educating our salespeople on the lithium-ion batteries as opposed to the older technology—and getting people to understand that you're getting what you pay for.”

Precision employs 20 people at its Tucson facility, and has six delivery trucks.

“We have a good walk-in trade but we also have people on job sites. We sell to residential, commercial, to John Q. Public,” Endicott says. “If we have something we think they can use, we'll sell it to them.”

Precision also does tool repair, a growing part of the business lately. Are more repair profits a sign of a slumping economy?

“There are a couple of signs of the economy being good or not. And we do get more repairs when the economy is down,” she says.

Marketing and advertising have also enabled Precision to stay healthy. Marla's sister, Merry Bowman, is her partner and writes a series of radio ads that are popular in the Tucson area. The two have developed a bit of a celebrity status as the “Tool Ladies,” a nickname given them by a morning radio announcer who heard their commercials.

Teaming up with vendors has also helped business. Last year at Christmas, Precision held a “tools & jewels” event in cooperation with Makita Tools and a Tucson area jewelry store.

“If you bought a Makita tool for $100 or more, you got a $50 gift certificate to Kevin Jewelers,” Endicott explains. “We had many women come in who'd never been in the store. They wanted those gift certificates, but they were buying Christmas presents [here] for their boyfriends or husbands. We hope to expand on that more next year.”

All customers are welcome at the Precision showroom, but Endicott knows that the commercial trade in Tucson is their key market.

“If it's a contractor who's really busy, they need it now. So then you better shake your butt and take care of them,” Endicott explains. “We have a pretty loyal customer base, so we're lucky. But we work really hard for it.”