With only 15 percent of residential remodelers generating more than $1 million in total business receipts annually, the recommendation to spend 1 to 3 percent of gross revenue on marketing is a tough pitch.
If you need a little low-cost marketing magic at your company, check out these methods to reinforce your sales pipeline and control overall costs.
Establish yourself as an expert. Sharing “how-to’s” on your website, blog and social media drives exposure for your company. A 2-minute how-to video on YouTube about a basic home repair that doesn’t even require hiring a remodeler can help establish your credibility and expertise in home improvement. Grab your smartphone, a tripod (or a steady hand) and get filming.
Form the habit of filming and photographing your projects at the beginning, middle and end. Combine before-and-after footage with an explanation of what the client was trying to fix in his or her kitchen. This short video can make a beautifully designed project, and your personal attention to the client’s concerns stand out in a crowded market.
Establish yourself as a community leader. Volunteer in your community, and don’t forget to take pictures of you and your team working on these projects. Add them to your newsletter, website and social media accounts. Work with a community service group to restore a home or help build a wheelchair ramp or playground that benefits the entire neighborhood. Offer to help with construction-related Eagle Scout projects or give presentations on tools and construction to local scouting groups.
Dan Bawden, CAPS, CGP, CGR, GMB, a remodeler from Houston, Texas, is the vice-chair of NAHB Remodelers. NAHB Remodelers is the remodeling arm of the National Association of Home Builders, representing the more than 55,000 members who are involved in the remodeling industry. Learn more at nahb.org/whynahbr.
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