Doug Dwyer, Contributing Editor

Professional Remodeler Magazine

It all begins with becoming very clear about what you are selling and what your unique selling proposition “USP” is. Then, you will need to put a marketing plan in place to generate quality and quantity of leads to achieve your budgeted sales revenue, gross profit margin, salary you desire and net profit.

Strategic implies more than just what most people’s marketing plans include, which is typically a list of Ad’s that can be run and/or generate referrals. Marketing covers every aspect of your business from how you answer the phones to how you dress. And, is that intentional or by chance? What do your vehicles look like and are they kept clean inside and out? Is the job site clean and organized? What does your signage look like? What vocabulary is used, or permitted, when interacting with customers by your staff? How are jobs staged? Marketing also includes how the hand off of the client is handled between the sale and production; how quick proposals are turned around; the quality and looks of your invoicing, brochures, business cards, letterhead, advertising, and it’s effectiveness; your website and the image it projects, and the ease to navigate through it; office/ warehouse/shop and possible showroom – the design and flow. This is not meant to be an exhaustive list, but rather to show that marketing is how you package, sell and deliver your product to the consumer – your remodeling client. With that being said let me come back to my beginning statement, being clear about what you sell.

Over time, I’ve tried positioning my company to be everything to everyone and at the same time market specialties as well. It doesn’t work well, or isn’t the most profitable way, to do business.  I’m sure, as many of you read this, you’re thinking to yourself, “I know how that is or I’ve been wondering if what I am doing is the best way to run my business.” It is more beneficial to your bottom line profits and quality of life to focus your company either on a specific niche of remodeling or to be a generalist. Don’t try to be both under the same company name. The odds weigh heavily it will not produce the results you desire.

Secondly, decide on the level of work you will provide: low priced, medium or high priced.  And, what is the demographic of the customer that will by that product at that price? For example, that is why Toyota, although they own and created Lexus, didn’t sell it under the Toyota name or off a Toyota show room floor. This reinforces the concept that marketing touches every part of your business.

Once you decide on a niche you’ll need to establish your Unique Selling Proposition. How are you going to stand out and be different than all the rest. For example, for many years FedEx used the slogan, “When it Absolutely Positively has to be there Overnight.”   This slogan lasted over a decade before they had to change it. Maybe yours is, or will be, something like “you can rest at ease when we are on your job” or “we design your remodel to fit your unique needs.” From there, you will build your marketing and advertising materials around getting that message out to your prospective clients with the quantity and frequency needed via different media to achieve sales and profit objectives.

This can be an overwhelming process. I recommend getting help from a professional in this area.  If this is not possible for you, then take it one step at a time and network with other “like minded” business people that will be glad to lend a helping hand.

If you are interested in more details on putting your marketing plan together, please go to Housing Zone.com and look at my article “Marketing: To Survive or Thrive?” I think you will find it beneficial to your marketing efforts.