From the Remodeling Magazine Blog

I was talking with the owners and staff of a remodeling business who told me they felt they didn’t have an effective marketing message or marketing materials that identified the company’s business. Holy mistaken identity, Batman. I asked them to specify the three elements that separate their company from its competitors. Their answer: quality, products and service. Sound familiar? I reviewed other local remodelers, and saw that 11 of 13 sang the same tune of quality, products and service. With this repetitive message, your potential clients cannot tell you apart from your competitors. Maybe if you spent hundreds of thousands of dollars in advertising, potential clients might be able to differentiate your company. But what remodeling company has that kind of marketing budget?

I have mentioned this before, but it is worth repeating, , A favorite Quote if mine from John Jantsch, “if a potential client cannot tell you apart from your competitors, they will use price as a differentiator.” That is not a good way to compete, because someone else is always willing to go out of business before you are. You must identify your target clients and what makes your business unique and base your core marketing message on those two things. Let me give you an example of a company that did this successfully.

Pinnacle Renovations has grown over the years. In the last year, owner Paul Klassen says his business revenue from renovation projects has increased almost 50%. He has an extremely talented business staff, creates a great customers experience, and receives excellent feedback. He is harnessing his passion for success by working with a team of business coaches. As Pinnacle’s business has grown, however, his ideal client has changed. Though the company continues to grow, instead of using its original marketing message, the remodeling firm is in the process of updating its marketing and materials to appeal more to its new ideal client and a more targeted demographic.

Pinnacle is adapting to its success by narrowing its focus to a specific type of client. The company had a reputation for being able to engage in larger projects and accomplish custom renovations with a true focus on enhancing their client’s experience. The company’s ability to create an experience has caught the attention of many affluent residents. The company enhanced it’s tagline to “Creating Homes for Life, Making Home Your Favorite Place to be.” Knowing that the company’s ideal client appreciates the customer experience, Pinnacle creates an exciting welcome on the move-in date–similar to those on home makeover television shows—and showcasing the new renovation project by hosting events at the house which ultimately target the next set of potential clients in the ideal demographic.

Lets not forget that what Pinnacle has isn’t easy to duplicate; This is something that is made possible, due to Pinnacle’s unparalleled client focus and attention to detail that makes them stand out in their community. Pinnacle’s referral ratio is extremely high and this definitely the best marketing advantage of all.

I suggest an annual evaluation of your ideal client. Make it part of your yearly business forecasting so you don’t forget. Start by interviewing your existing ideal customers. These are the projects that you wish you could clone. Make sure you speak to the customers that have recommended your company. Find out how these customers found you, why they chose your business, and how they would explain their experience to their friends and family. Ask them what makes you unique and what your company did that sets it apart from past remodeling experiences. Connecting with your ideal clients and understanding how they view your business will help you appeal more of the right clients.

Be sure to read next week’s blog on how to create marketing materials that appeal to you