Marketing Your Remodeling Company – Vol. 1

In the first in a series on Marketing we’ll discuss why it is important to market, and the best methods to use to grow your brand. Marketing is one of the most important parts of your business, and for most companies, the most overlooked.

First let me tell you what works for a remodeling specialty company, yet doesn’t work very well for a general remodeler or design-then-build remodeler who does larger jobs.  Yellow pages and newspaper.  If your company is poised to do major projects such a kitchen remodels, master suites or whole house renovations, you will need a small listing in the telephone directory, but that’s all. Yellow pages are essential if you are a remodeling specialty company (often called an Exterior Contractor). If you specialize in services such as siding installation, door installations, vinyl windows, gutters, water heaters, handy man services, decks, sunrooms, etc., then you do need to advertise in the telephone directory and the newspaper.  If this is the case, be sure to advertise consistently in the newspaper and on TV.  Set up a plan and schedule how often and when you will send your message out. A specialty remodeler can expect to spend, typically, 10% of their budget on advertising.  That is a lot compared to what a general remodeler spends. A non-specialty remodeler may spend .5 to 3% of their annual budget on advertising and marketing.  But then again, they are looking for only 30 to 100 jobs each year.  That’s enough for most.

The net, or web, is the latest and by far one of the best advertising tools. It is a must for all businesses to have a web presence now.  You need to at least have a business brochure on the web (one page with company info).  Sometimes this is called a Business Card web page. And it costs so much less than print advertising.  I have used print advertising several time. It got some notice, but few converts. That is because my target is small, yet the advertising is being used in a shotgun fashion.  You need to target your marketing to potential clients. Or, as on the web, people who are actually looking for your type of services. I have some builder friends that use direct mail. They target a demographic group, and this works pretty well for them. They are looking for maybe 10 to 15 custom homes each year. So using direct mail, where they can choose the household income level, and the location, can work very well.

The reason a website is so useful is that it is inexpensive, very flexible, and very fresh. 80% of the people thinking about remodeling will consult the web first before making contact with your company. It is here that they can study your company at any time of the day or night, without bothering you or having to commit to something they aren’t ready to commit to. Using a web site you can tell people what your specialty is, where you like to work, and show them extensive photos of jobs you have done. You can show them your customer’s testimonials. On your site, you can show off your latest newsletter or a calendar of current events. Maybe even tell them what area you are working in, or what type of project you are working on. By the time they do call your or fill out your submittal form, they may have already made the decision to hire you. And you can get them to sign up to receive your newsletter. Once they are on your mailing list, you have targeted a potential customer that you can market to.

Some of you may understand and even use social sites, and some of you may not even know what they are. Maybe you have heard of Twitter, or Facebook, Linked In, or My Space. These are just a few of the numerous social sites in existence today. And they are becoming increasingly important as far as getting your name out and increasing your presence on the web. At this point I’ll just mention this as a good way to get exposure. You’ll have to do some real research to understand them fully. I’ll go into more detail at a later date.

Then there is the age-old business card - hand them out often and for any reason. They don’t cost much and they can tell your story. And most importantly, they have your web address on them, which really tells your story. TIP: Always print something on the back of the card, such as your mission statement or specialties.  I met a very successful remodeler who said, “The only time I don’t have a business card with me is when I’m in the shower.”  He takes his marketing very seriously, and it works.

Signage is another very effective way to advertise. Place signs on your trucks and vehicles, and make job signs.  These signs are very important.  Your vehicles get around and are seen a lot.  Everyone reads signs.  Use consistent colors and logos, fonts and styles.  You are creating a brand.  Signage is one of the most efficient ways to advertise.  It is very local (targeted), and job signs work because you are probably already in a location where you want to work anyway. TIP: Ask your customer if you can put a job sign up in their yard, and be sure it is there on the first day.  TIP: Always keep your vehicles clean and neat. They tell others a lot about how you run your company.

Then there is word of mouth. Join associations such as the National Association of Home Builders, National Kitchen and Bath Association, Better Business Bureau, get on some local boards, get on your local Homebuilders Association board, be president of the association (lots of press here), visit vendors and their showrooms and get to know them personally.  Ask your customers for referrals. Don’t assume they will refer you. Ask them to refer you. And make it worth their while. Say hello, be friendly, be energetic, be someone with integrity everyone looks up to and respects.  Be someone that people like to be around, that energizes them.

Lastly, get some local press – this may not cost anything, but it does take some time and courage.  Do a spot on Talk Radio. Make an appearance on your local morning show. Show off your projects in the Sunday Real Estate page, and tell your real estate reporter that you are available for comments and keep her or him up to date on your projects.  These are major image builders.

If I were to prioritize these marketing techniques, I’d say get your business cards printed and then start a web site. Then get your signs made.  Add to that the all important networking with associations, vendors, clients, and boards and you have a pretty good marketing campaign at a budget price.  None of these methods have wasted your time or money and all are very effective if used properly.

Remember that good branding is very important. Create a logo. Use it in your emails and letters. Plaster it on everything that goes out of our office. You know that your branding is working when the consumer can easily recognize your sign or ad without even reading it or seeing it clearly.  Think ‘Golden Arches’. When the public sees your logo or sign, you have subtly reminded them that you are the remodeler of choice.  Build a web site, a network and a brand with a heartfelt message, consistent colors, easy to read fonts, and a well thought out logo and you are ready to show the world that you are THE remodeling company to use.

Best of luck to all of you.

You may copy this article into your newsletter, blog or website, as long as you don’t make any changes to the article and you include the following bio:

www.RemodelerBiz.com is published by Randall S Soules, a 37 year construction veteran. The intent of this web site is to help builders, remodelers and those in the trades, create a rewarding career and lifestyle.  At Remodeler Biz you’ll find helpful articles on niches, marketing, graphic standards and the design-then-build field.

About the author: Randall S Soules has been in construction for thirty-seven years and has owned his own remodeling business for thirty-one years. He got his start as a carpenter and is still trying to learn to delegate. His company, started in 1985, is Ardis-Soules, Inc., a high-end design then build renovation firm. He is an accomplished craftsman, designer, CAD operator and internet marketer. His latest venture is Remodeler Biz, a web site devoted to helping remodelers improve their companies. You can visit his design then build web site at www.DesignThenBuild.com. Keep up with the latest remodeling news and learn more about your remodeling business at www.RemodelerBiz.com. And for selected tools for business and all the trades, buy them conveniently at www.Tools-that-Work.com.