When you hit the pause button on your marketing campaign, you set off a chain of events that follows you around all year. At some point, you find yourself playing catch up, you can’t turn the switch off for long before you realize the phone has stopped ringing…then you panic. Don’t panic. Sorry if the sound is shitty, pump up the volume.
Marketing & Advertising
This was my newsletter topic sent to my community this week. If you’d like to subscribe, click here.
It’s mid-January already. hard to believe. A new season (for those who have seasons) is right around the corner. Planning is key to having a great season. Take this week’s newsletter, I came up with the topic 6 months ago while I was with the kids having ice cream.
The topic? $100,000 dollars.
How does $100k and ice cream come together to form the basis of a newsletter written 6 months later? Here’s how.
It wasn’t so much ice cream as it was one of those yogurt by the once joints, you know the ones, they sell yogurt by the ounce. If you’ve never been, you’ve never been, when they hand you the bill you will swear like I did, that you are in the wrong profession because the shit is expensive by the ounce!
It gets expensive because you can add toppings, and boy do they add up. Now, guess what topping I happen to come across? Not jimmies, not hot fudge, but chunks of the old $100,000 candy bar.
While the kids were trading off tastes from each other’s cup of frozen goodness, I got to thinking, what could I do to add $100k to your topline revenue each year.
I imagined the difference one hundred thousand dollars could make to a company. From one just starting out to a 40-truck HVAC company whose been around 30 years. I said to myself, it is still a lot of money.
But over the last few months, I changed the way I thought about the question. I started to ask myself what it would cost you for the opportunity to make a $100k.
So, I whipped up a spreadsheet with some historical data we have laying around on lead generation, and I came up with a formula. Right now, I can tell you with pretty precise detail just how much it would COST you to make an additional $100k this year.
If you are interested in making another hundred-grand for you and your company this year, click this link, fill out the form, and I’ll give you, down to the dollar, what it should cost.
Yeah, we are going to have to have a conversation to get you the info you need, but conversations are free. New trucks and employees and workman’s comp insurance aren’t. And that’s what I’m thinking you’d use the money for. So click here now and let’s see what it would take for you to get at your own $100k bar.
Have a great week!
Referrals…great word. It means the reward for doing good work. Good work that over time, rewards you with an opportunity to continue doing good work. Good for you, now what?
I’ve never met a contractor who has been busy enough with referrals to sustain their business for the long-term. Eventually, you have to market your business, and 2018 might be the year.
I say that because there is a lot at stake. The Amercian remodeling marketing is at a frothy $150 billion and rising…fast.
With about $5 million dollars up for grabs in each zip code, you better be promoting your business. I don’t care how you do it; yard signs, truck wraps, mailers, or what we do, leads for contractors, but you better be doing something besides living off of yesterday’s work.
Because you need to impress as many people as possible now (new business) so that when the market turns and you are slow, the additional new work you did provides referrals then. That’s how you tough out down markets.
There’s a lot of smart marketers out there who spend vast sums of MONEY trying to explain to you how THEIR system works, why it works, and why you should buy it.
And then there are a lot of smart marketers out there who spend vast sums of time trying to explain how their system works and why you should buy it.
Let me make it cheap and easy for you, marketing consists of satisfying a need or removing pain. After that, it’s all bullshit.
[Read more…] about The Passing Game, The Running Game & Construction Marketing
If you’ve spent more time over the last few weeks on fantasy drafts than you have setting up your fourth quarter, you are doing it wrong, and we should talk.
I’ve been listening to a lot of contractors who are doing a lot of talking about how they don’t offer discounts, how they don’t bend when the customer says they can’t afford the project or how they walk away if the homeowner pushes back.
First of all, I say that’s bullshit, they are most likely lying. People do that in forums.
Secondly, it is a way of them saying they don’t know how to negotiate. Getting push back on your first proposal is standard operation procedure, so when someone says I don’t cave at all, I can tell you one of two things; either they are happy with the amount of work they have and don’t care if they get the job or they aren’t busy enough.
So what happens when you press it and try and get max dollars? You lose out on bids. If your closing ratio was higher at a lower price, the market is telling you you are too high.
Marketing for builders is especially hard; you have the difficult job of building quality homes AND advertising the fact that you do well enough that people should come to you to make one of the largest investments of their life.
It is imperative to establish yourself as an expert in order to build the amount of trust necessary for prospective clients to choose you when they are preparing to build their dream home. How can you effectively advertise your skill, competitive edge, and value?
Establish your company name.
A strong brand is important to any business, but it is vital for home builders. Your customers are spending a substantial amount of money and trusting you to build the home where they will raise their children and spend their life. Your brand needs to reassure them that this special task is in capable hands.
Establishing your company name starts with a great logo. One that is professionally designed is best, so choose an expert who understands the emotional and subconscious responses that go along with various images, colors, and patterns. You need your logo to speak to your strengths as a home builder. Do you focus on high quality, affordability, or custom work? Maybe your specialty is a certain type of housing, such as lake homes, log cabins, or sustainable structures. That picture, your logo, should say at least 1000 words about your company to each prospective client.
Get some feedback.
Call the owners of your recently completed homes, send out an email survey, or use postcards. Whichever channel is most likely to appeal to your customers should be used to obtain feedback about what your company’s strengths and weaknesses are. You may think that you know exactly what you need to work on and what about your company draws people in, but you may be wrong. Nothing is more valuable than the opinion of those you have completed projects for. They can provide you with ideal information to feature in your advertising as well as give ideas for improving your customer relations.
Develop your online presence.
If you don’t already know it, an online presence for your business is essential. As a locally focused business that deals in large dollar purchases, you may think that people aren’t looking online. They are. Today’s consumer researches almost every purchase imaginable online. Review websites flourish because people are eager to share their opinion on every item in existence, and others are just as anxious to read those reviews to help them make the right decisions.
Your online presence should begin with a professionally developed website. As with your logo, it is important that this representation of your business be the result of expert design that captures the essence of your business. At minimum, your website should feature a gallery of completed homes, a contact form, and information about your company and your areas of specialty. A blog is the most significant element that will bring traffic to your website, so write one or hire someone to write one for you.
Once your website is in order, you can expand your online presence with social media profiles. This aspect of your online interactions allows you to begin building relationships with people who may not be customers now but they could be later on. By becoming a “friend” online, you ensure that they think of you when they or someone they know considers building a house.
Know your customer.
Before you can effectively advertise your home builder business, you must develop a detailed vision of who your ideal customer is. Your message should be tailored to your target audience, so time spent defining that audience and how to reach them is time well spent. Create a profile of your typical customer and customize your advertising to appeal to them and use channels that meet them where they are.
Evaluate the competition.
One way to assess your own strengths is to compare yourself to the competition. What are they succeeding at and where are they advertising? You can determine the best way to set yourself apart from the competition when you have evaluated your strengths and weaknesses and theirs. This is not to say that you should participate in a smear campaign. You should understand your competition, but your advertising should emphasize your strengths and not mention the competition.
Define your objectives.
Before beginning any advertising campaign, you should have clearly defined objectives and goals that you hope to achieve as a result of the campaign. Not only does this help you choose your advertising message and channels, but it allows you to determine how successful each effort is. Without goals to measure your marketing results against, it is easy to assume that things are going better or worse than they really are.
Protect your reputation.
As a home builder trying to market your business, it is essential that your reputation be spotless. Though it not exactly a marketing strategy, few people will trust you with thousands of dollars and their most prized possession if they do not feel that they can place their trust in you. Home building is an industry that places an extraordinarily high value on honesty and integrity. Do not cut corners unless you are willing for any subpar work or practices to become common knowledge. Just one incident can affect your reputation for years to come. Complete every job with the same high level of customer service and building excellence that you would want in your own home.