Web Presence

Charging for Estimates? Maybe you should change your focus to more important game changing facts.

We should not work for free—we need to be paid for our time. I think there is misinformation around “free estimate” or “free bid.” I have been in this industry for many years and have felt the pain of remodelers putting in long hours to put together proposals, so my thoughts aren’t mere speculation, but an observation of what works. Too many remodelers think that charging for an estimate is the answer. If you already have a struggling business, how can charging for an estimate benefit someone? Is it to weed out bad leads or qualify them better? If it is to get paid for your time, then focus on getting to the design agreement quicker, by using effective and smart marketing & sales strategy/tactics! Become more profitable by not competing on price and make your business the preferred choice! Focus on the real profit, selling, building and getting paid on the project!

My primary focus for my remodeling business has always been positioning my business as a leader in the marketplace through an excellent and laser focused marketing objective. I wanted to brand my business, build trust with customers and have a strong emphasis on building a solid relationship up front. The process was to be an expert in a niche market, focus on my ideal client, draw in quality leads and to educate them before we ever first met. There is a marketing process for this and those that do it well, have thrived. It was and still is imperative to position yourself as an expert.

I look at Darren Salyer, of Absolute Basement finishing. His basement remodeling niche focus has helped him brand his business. Darren has made Marketing a priority for his company, and in these tough times, he has actually raised his prices. Absolute Basement finishing’s sales volume is up by 50%, compared to YTD sales at this time last year.

I look at Paul Klassen, of The Pinnacle Group. whose business is also growing substantially during these challenging times. His success comes from creating a marketing initiative that focuses on his ideal client and a detailed sales process. The Pinnacle Group has made it a focal point to make marketing their business a priority. He ISN’T building one of the best renovation businesses by a quick fix mentality or a new direct mail campaign, a Pay Per Click campaign, or the marketing event of the week mentality. The Pinnacle Group is building a consistently growing business by creating “a true marketing business,” that happens to also renovate, …by focusing on a niche, their ideal client( quality leads), and fine-tuned sales process, along with a complete a marketing focus and they ARE thriving.

Both of these remodelers are in a metro area or market where many other remodelers could probably say they are floundering.

What are these businesses doing differently? They made marketing and sales a priority! Many people currently are not in the position of these two business, but at one point these two were not where they are now either.

How did they get there? It wasn’t by wondering if they should charge for an estimate, ….it was from making their best effort to ensure that their clients were their main focus, by educating them before they ever met, connecting emotionally when they did meet, by positioning themselves as unique in the industry, and drawing in a customer that wanted to choose their business to remodel with. This is profitability at its finest, and neither charge for an estimate and are very profitable.

Would you like a simple way to see how your Remodeling business is listed at Google, Yahoo, and other top local search engines? Each of the search engines have their own “online yellow pages.” If you simply take the time to update your business profile – add information about your services, hours of operation, add a photo or video to your profile – you will improve your ranking and more folks will find you… Keep in mind:

New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group

For a free and easy tool to see how your Remodeling business profiles are doing on the major search engines, go to: www.getlisted.org

When I coach remodelers and home improvement companies – often times, I find out that a good portion of their business comes from Repeat Clients. However, the majority of the marketing dollars they are spending are going towards looking for new clients… While there is a part of your plan that should be devoted to new client acquisition….don’t forget about those Previous Clients of yours. Remember, your previous clients:

• Buy quicker than non-customers (they already “know, like and trust” you)
• They refer more
• They cost you much less to reach and sell
• They spend more
• They have higher closing rates

Your existing client base is your most valuable marketing asset! Be proactive in reaching out to them… Don’t neglect them… Educate them and continue to build “know, like and trust”… Our member’s have success when they are take a proactive approach to reaching their Previous Clients. Don’t reinvent the wheel – let us help you with our proven strategies that will keep your Previous Clients coming back for more.