Interchangeable end hooks for user convenience. Ring end hook snaps onto stake for one person measurements, standard folding end hook for general measuring needs, appraiser's hook attaches to oversized objects such as downspouts. Cushion grips on handle and frame arms for comfort, 3-to-1 rewind for fast blade retraction, 2-sided blade, feet and inches on top, feet to 10ths and 100ths on bottom, 62 fiberglass strands and double-PVC coating for durability and strength.