Contractors' can employ effective marketing strategies even though they do not have a website. Most marketing experts recommend that all companies build a website but what about those who flat out refuse to do so?
Following are some strategies contractors without websites can utilize to generate leads. The strategies are not very expensive to do however they do require that you put in the effort or at least outsource the tasks to a professional. The bottom line is someone must pro actively keep the company in front of customers and prospects on a consistent basis or leads with dry up and there will be no work.
It is important to practice TOMA (top of mind awareness) with everyone you come in contact with during the course of your day. Consistency is the key to make sure that you are not forgotten. A local contractor lost out on a $100,000 kitchen project because his client thought he was no longer in business. He did a bathroom three years prior for the customer who had forgotten him. Another contractor earlier this year called his old clients and got over 120,000 worth of work. Some said they thought they were out of business.
Simple inexpensive marketing strategies that work
- Stay in touch; your best source of future business is from your client base and the people you know. This is the easiest and most cost effective strategy to employ. It is as easy as picking up the phone and calling all your customers at least once a quarter.
- Newsletter through email: send out to everyone in your client base, all your professional contacts and personal contacts. Set up a newsletter account with someone like Constant Contact. The cost is under $20.00 per month for up to 500 emails. You will need to set up a template and generate a list with emails. It is recommended that you send one out once a month or at least 4 times per year.
- Radius Marketing: set up an account with a post card mailing company and mail 30-50 houses around any jobs in progress. In addition you can produce an inexpensive flier or door hanger and drop it off to 40 to 50 neighbors in the area you are working.
- Facebook: put up a company Facebook page and update it as often as possible. Ask your client for permission to use your pictures of their jobs and post them on your page. Invite all your friends to like your page and share it with their friends.
- Networking; join a networking group like BNI or go to Chamber events. Of course you will need a business card. Develop a brief concise 30 second explanation of what you do. Remember you are going to meet people and develop relationships,not sell. Selling opportunities come after people develop a relationship with you. The premise is people buy form those who they know like and trust.
- Word of mouth: this is one of the most obvious yet forgotten strategy. There are basic things to do: First ask your customer for referrals. Happy customers are eager to refer you. Second ask them to write reviews about how satisfied they are about your work on line. Many people go on line and read reviews about companies they are thinking of calling. Ask then to write about you on their Facebook page and share their happiness with their friends.
- Pictures: take pictures of your project and its progress and at the end of the job give your client a portfolio of their job.
- Job site etiquette; make sure your job site has a clean and professional job site sign. Keep the job site clean and organized at all times. Make sure your employees and subs do the same. Provide company tee shirts and sweatshirts. Require that all personnel on your jobs maintain a professional attitude and demeanor when engaging the customer or neighbors.
- Referral program; develop a referral program for your customers, employees, subs and friends.
For more information on how to start a simple effective marketing program contact us.