Its Summer Time! Why You Should Increase Your Marketing
It is that time of year and you can't find enough skilled labor to build what
you've already sold, and you've got several bids aging on your desk. So why in
the world should you think about spending time and money on marketing?
The answer is simple! Marketing is not about increasing the size of your client
base, it's about getting better quality, and more qualified clients. It's about
working on the type of projects you want to work with and taking home the profit
you want for yourself, your company and your family.. Good marketing will do
just this for you.
Even with your current backlog of business, effective marketing will allow you
to consistently upgrade the quality of your lead flow, replacing the less
profitable projects with more desirable and profitable ones. Because you will be
spending your time on more profitable projects, your most precious commodity –
your time – will increase in value.
Plus, consistent marketing will help ensure that the demand for your services
exceeds the supply. When the demand for your services and time greatly exceeds
the supply, you have the luxury to be selective and you decide whether you will
or won't accept a project, not the other way around. In short, good marketing
will allow you to take control of the selling process instead of being
controlled by it.
And let's not forget that it is always smart to navigate your business several
months ahead rather than just focusing on the present. When you keep your lead
and sales pipeline filled, if and when the economic winds change and the demand
for remodeling services cools down, your business won't miss a beat while others
scramble to adjust at the last minute. Here are three highly effective,
low-cost marketing strategies you can implement now:
Canvassing & Neighborhood Marketing –Use job site signs and
neighborhood mailers, postcards, or flyers to market around a current job or in
a neighborhood that's been particularly fertile in the past. Hire summer interns
and high school students to canvass the area to pick up some leads around
certain areas. Don't forget to use client testimonials in your mailers to
provide independent proof that you've delivered excellent service to the
neighbors. The old basics still work, that's why they've been around for as long
as they have.
Mail A Client Newsletter – It's no secret that referrals are like gold in
the service industry. And there's no better way to stimulate referrals and
repeat business than with a client newsletter. Mail your client newsletter as
often as you can. If you mail it out quarterly, you will see a quarter of the
results. Mailing out a monthly client newsletter, along, can streamline your
marketing and increase referrals. These mailings will almost always provide you
with a multiple return on your dollars invested. When it comes to getting the
biggest bang for your buck, it's hard to beat mailing a client newsletter.
Develop Your Website – 2 years ago a website was a luxury, now it is a
necessity that shows you're a serious professional. Your web site can be used
not just as a lead generator but also as a lead qualifier. Potential clients can
be directed to your web site before your first appointment. Once there, they can
preview your work, learn about your company story, read testimonials, and begin
to appreciate your professionalism – all without costing you a minute of your
time. A prospect that previews your web site and appreciates your
professionalism is a better prospect – you'll find them to be more like a
referred lead rather than a cold lead. If you currently have a website, add new
information articles, create traffic to your site, which will increase your
leads.
Whatever you do, don't wait for the slow time to begin marketing. Get out there
and establish a solid marketing plan and increase your marketing efforts during
the busy season.
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