Today’s marketing landscape for contractors is vastly different than the 1990’s or even early 2000’s era. We are now planted in the digital age, ruled by search engines like Google, and mobile devices for homeowners to conduct immediate searches for information like reviews and our star ratings online.
Over 77 million (and growing) smartphones now exist, all attached to the Internet. Every aspect of our lives has changed, and this isn’t even counting social media such as Facebook, Instagram, Twitter, Pinterest and review sites like Yelp, Angie's List and more.
And to top it off, Google Home Services is entering the lead generation space, organizing in many markets and soon able to sell us leads, similar to how Home Advisor has approached this endeavor.
What is a contractor to do?
The answer is a resounding “Get educated on all of it!” Develop a contractor marketing plan designed to maximize your “Brand” while getting the required leads and reducing your cost per lead.
That sounds so easy in a vacuum, but it doesn’t include all the confusion, the misinformation, and the competition trying hard to steal our employees and customers.
There is some really great news though: Service is so poor, in most cases, across service businesses in the United States that creating a brand promise and delivering it makes you stand out.
And creating leads is actually easier if you know what to do and how to do it. Follow the 3-step process below and understand the marketing chart in this article, and you can enjoy growth in your leads, your own company wealth and your brand.
What Goes Into a Brand & Marketing Plan
Support for the Plan — Appendices:
By developing a plan that answers some if not all of these questions in your company, you can go to market with a more focused approach and likely get a higher quality lead, by targeting the right type of client for your company brand.
In addition, if we are using a philosophy of a balanced approach to media and marketing, we realize that training and coaching our internal team members carries as much weight as a media blitz, since closure rates and call bookings matter just as much as generating new prospects and leads. They carry equal weight, so we need that plan as well.
ABOUT THE AUTHOR
Gary Elekes is serial entrepreneur with a passion for helping others become more successful by sharing what he has learned over the past 3 decades working closely with all facets of the contracting industry. During his career, Gary has held senior management positions at Lennox and Service Experts. In 2000, Gary moved into entrepreneurship and started his training and consulting business EPC. Today, EPC continues to support growth oriented businesses aspiring to reach 20% EBIT. He also designed the very first web based learning platform for the residential contracting industry, which acts as a support system for training and learning in HVAC and plumbing trades, and has over 5,000 subscribers.
In 2003, Gary began acquiring contracting firms with a focus on developing turn-around opportunities. He also opened and operated several start-up businesses. In 2010, he added web design/SEO and online marketing to his company portfolio starting Imarket Solutions as a co-founder. Gary graduated from Ohio State University with a BSBA and also holds a Master's Degree in Business and Finance.