In a market full of copycat assholes all stealing your clients or customers, ad copy and website pictures, there is one thing none of them can take away…
You old heads out there know exactly what I’m talking about. You built solid businesses, sent kids to college and paid for summer homes trading on your word.
You young guys, stop fucking it up!
Stop taking deposits and showing up weeks later, stop telling people you are going to use one thing, then use something else. There is a guy out there hunting down assholes that do that!
Holmes on Homes
And you don’t want that guy coming in behind your shit, that’s for sure. So go out and mean what you say and say what you mean.
How to market that?
If your local industry custom is to guarantee the work for 5 years, do it for 10, do it for 20, hell, do it for life. What difference does it make? If you do good work, you won’t have more than 1-2% of your jobs that you will have to go back in on.
And even if you do, those revisits represent additional selling opportunities to the homeowner, their family and friends and their neighbors.
Be different when not being consistent!
Be that company that kills the competition in service and value, and earn a reputation one handshake at a time…that’s old-school social media right there boys and girls. No go forth and get r’ done!
1 thought on “The Easiest Thing to Guarantee…Your Word!”
Great stuff Darren. You make a fantastic point regarding warranties. When I was the CFO of a good sized custom home builder and commercial contracting firm in St. Louis, part of our culture was making good on our work regardless of the warranty period. If something wasn’t right, and it was because of workmanship, we took care of it. One day we realized that marketing this would be a huge benefit.
So we changed our warranty from the standard required by the state of Missouri to a 10 Year Warranty. It was well more than what almost all of our competitors were offering, and showed our prospective clients that we were contractually obligated to standing behind our word. The strategy worked tremendously.
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