In today’s world, a good construction marketing tactic is to have an enemy. Now, when I say have an enemy, I don’t mean you have to not like someone, it can be something.
What I want you to do is take what your clients or customers use against you most; price, apathy, whatever, and make that your enemy.
- If most of your clients choose to do nothing, make that your enemy.
- If your clients always say price is the problem, make that the enemy.
You combat that enemy by creating construction marketing materials to combat those objections.
For example, if you are always competing on price, try this:
Mr. & Mrs. Jones, I understand what we are offering might be a bit above what you anticipated spending. But what if we took this, this and this away, would that make it a bit easier?
Maybe your clients don’t do anything, they just stick with the status quo. Try something like this:
I know it’s easy to not make a decision, but what were your plans and ideas for the new space we were talking about? How were you planning on living in this space?
This get’s them talking about the goal, not the process. Many times, people who sit on the fence and never make a decision don’t want to go through the process, so you leapfrog entirely past the process and take them to them to the end. Or simply start with the end in mind and work backwards!
Point is, these are the kinds of enemies you face.
So when you have an enemy, you have a very clear definition of what you need to do to craft a message to combat those enemies with your marketing.
Every construction marketing plan should have an enemy!
For example, the major remodeler who is focusing on additions, one of the enemies is the customer picking up and moving. But maybe they don’t have enough equity in their home? Maybe they don’t have the finances to cover closing costs?
Those are the things you use as your bullet points to try and convince Mrs. Jones to say to you ‘okay let’s talk about your proposal.’
When you can do a comparison between the cost of moving vs the cost of additions, and when you can show someone in black and white, the light bulb usually goes off in their heads and they think they came up with the idea on their own.
Now guess who they are going to call when the time is right to do what they need to get done? It’s going to be you because you took the time to educate them. You took the time to explain it to them and you didn’t try to sell them, you just showed them how to get the answer themselves. And when they were ready to make the move, they pick up their phone and they call you.
So pick a fight with an enemy that your best client or customer is using to say no to you and make all of your marketing target that particular enemy.