I love those Geico commercials where the end tag is “If you’re a fill in the blank, it’s what you do.” You can Google some of them if you need a good laugh, but I just saw one and it reminded me of a call I was on last week when the client said, “why don’t you have any courses or something I can buy?”
Great question…easy answer
Businesses are like snowflakes, there are no two alike. That may come as a surprise to you, I mean, you know 50 people down at the supply house that do exactly what you do, and you’d be right…kind of.
No one runs their business exactly like you do. At the end of the day, the windows you install or the roof you put on may look the same, but I promise you, the way you go about the job is much different from your competitors.
That’s why there are no pre-packaged plans or video series or anything like that. Your business is unique and deserves a unique approach. You are trying to figure out the best way to run your company, not how everyone else runs theirs.
For example, let’s say you are window installation company working in the St. Louis area. There are two other companies in the marketplace you feel are your main competitors. There are only so many windows to be installed in any given market, and you’ve done pretty well for yourself. Now you want to expand.
You like direct mail because you’ve found it to be effective in the past. One of the companies you compete with sends out direct mail as well. How do you differentiate?
Let them keep spending their budget on zip code after zip code hoping and praying someone picks up the phone. They are playing the “throw enough shit against the wall and something is bound to stick” rule of marketing. That’s a tragic solution for them, but good for you.
Here’s the snowflake effect
You want to send out postcards too, right? You install the same windows as the guy or girl littering the area with postcards. But instead of just buying a list of local homeowners, you buy a list of new movers. People who have just moved into their homes and who will be spending five times more on their new home in the next five months than they will in the next five years. Now you get to send out a fraction of the mailers to a much more active prospect.
Why do I say they are an active prospect?
Because most people buy their homes because they fell in love with a certain aspect of the home, trading off something else. It could be the kitchen or the yard or the neighborhood. But rarely do people buy the home of their dreams without some sacrifice. They buy the house for the kitchen but the bath needs to be updated, they buy the house for the basement and the extra storage but they need a new kitchen, you get the idea. That homeowner is going to be a much better target for your mailer than someone who has been happy with the status quo for years. That’s the snowflake effect. No one is doing exactly the same marketing, and they aren’t running their businesses the same.
And that’s why there aren’t any training seminars on my site. Because I want to sit down and let you get inside my head and give you access to what I’ve seen working for other contractors, but let you have the opportunity to make it work for you. No sense is square pegs in round holes. So, if you want to try and develop or rework your existing construction marketing plan, great. If what you’ve been doing isn’t working or could work better, maybe having a construction marketing consultant on your side will help, so let’s talk.