I was talking to an owner of a remodeling company recently. He informed me that he wasn’t interested in direct mail advertising.
Well, I asked, “How do you find new prospects and bring them through your door?”
He said he uses social networking cause it’s basically free. He then explained how he focuses most his attention on Facebook. He told me he also uses search engine optimization.
“You see, the leads are very hot when I get them. When someone is actually searching on google for a remodeling company they are probably ready to buy at the time”, he said.
Well, I agreed with him and complemented him on his commitment to social networking and added that everyone should be as involved with this as he is.
But then I told him he still hasn’t answer my question. “How do you find new prospects and bring them through your door?”
He said, “I just told you.”
“Well, social networking is not advertising and it’s not really free.”
He wanted me to explain.
“Does the social networking that you are doing take some time and commitment?”
“Well yes,” he paused and continued,
“It does take some effort to keep it up, but it’s doesn’t cost me anything.”
I ask him who does this for him. He said e he use to do it himself but since he is out on jobs a lot, he decided to hire a part time student this year to focus on it. He told me her name was Ashley and that she’ll be working through August.
“Does she work for free?” I asked.
“Well no, not really but she doesn’t cost me too much.” He replied.
We talked a little about Google and specific word searches such as “remodeling” “home improvement” & “renovation”. He admitted that the words do cost money per click but again it’s not all that much.
Then he smiles and said, “Well, ok I see your point; yes, it’s not really free, yes it does require some investment in money and time.”
“Ok, now let’s talk about finding new prospects and bringing them in.” I said.
I proceeded to ask him questions about his business and found out that although he will work anywhere in the city, his top customers are from specific neighborhoods.
I said ok; let’s narrow this down to your top neighborhoods.
Let’s say someone in one of those specific neighborhoods decides to remodel his or her kitchen. Most likely they will discuss the idea for a while. They will probably even discuss this with friends or neighbors. They may also get or ask for recommendations.
This may be good for your business or not. It depends on whom they are talking too. If they don’t know of anyone they will most likely will research it online. This is good, as you may now come up as a possibility. But keep in mind that while they search they will be looking at many different companies & websites as well as researching and reading reviews. They will also be comparing your services, capabilities and pricing etc.
If they do review your site and like what they see, you may actually get a phone call or an email.
And when you do;
How many of are actually in your areas or preferred neighborhoods?
How many are asking for services or capabilities you do not provide or want to offer?
How many are actually just getting another “estimate”?
Or in a nutshell, are all the leads qualified?
This is like having a storefront with a flashing sign that say’s “Here I am! I’m open” This is great for potential customers that are ready to buy now. They are making their decision quickly and will need to be able to find you easily.
But what about creating new prospects and bringing them right to you?
This is what Direct Mail can do for you.
What if you could talk to the just the right homeowners in your specific top neighborhoods?
What if you knew age of the home, the square footage of home, the homeowner’s income level, or length of residence?
What if you knew whether they were married or single or if they had children and what their ages were?
What if you knew which home had empty nesters or which homes had a young couple expecting their first child?
With direct mail you can get in touch with and “start a relationship” with the specific prospects that are most likely to use or need your services in the future.
Yes, it’s pretty powerful information and you can make the first connection to them, before they are researching online and price shopping.
What if you suggested a kitchen makeover to selected homes, which featured a testimonial telling the positive and wonderful benefits of a new kitchen? And what if that testimonial was from someone actually in the area?
What if you followed up with more mailings thought out the year featuring ideas on updating bathrooms, how to fix broken tiles, or the top 10 reasons it might be time to remodel?
Now, when this homeowner does decide to remodel, who do you think he is going to call? A company he found on Facebook or the company who actually initiated his desire to remodel and someone he now feels he knows?