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Marketing

There's only so much a job interview can tell you about a prospective hire. "People can tell me whatever they think I want to hear when I'm interviewing them," says David Heaney, president of Rockland Architecture and Rockland Builders of Newport, Del. That's why Heaney uses personality profiles for anyone who interviews for a job with his high-end remodeling firm.

Your strategic marketing plan begins with becoming very clear about what you are selling and what your unique selling proposition (USP) is. To have a successful business, you will need to put a marketing plan in place to generate quality leads to achieve your budgeted sales revenue, gross profit margin, the salary you desire and net profit.

Last year was a good one for remodelers, as Professional Remodeler's Business Results Survey found the highest average volume and profits in the survey's history. The average company in our exclusive industry survey has now been in business for 19 years, has 20 employees and has an annual installed volume of $4.

Terri King, Co-Owner, Blue Canyon Construction Located in Seattle, Blue Canyon Construction is a remodeling firm and custom home builder. In business since 1992, most projects are in the Seattle and Puget Sound region. King's husband, Rick, who has been in the business since 1976, serves in sales and manages the field.

In this second installment of Professional Remodeler's two-part series on sales and marketing strategies for increasing local market share, we illustrate the ways one company, DesignLine Remodelers Inc. of Richmond, Va., has created a detailed marketing strategy based on a well-defined client profile, clear sales goals and quality materials. 

FIRST OF A TWO-PART SERIES
In this first installment of Professional Remodeler's two-part series on sales and marketing strategies for increasing local market share, we focus on strengthening your sales strategies. Here are five tactics many remodelers are using to get better at turning new prospects into clients for life.

Referrals are the bread and butter of the remodeling business, but not all referral leads are created equal. Whether a prospective client finds a contractor via a friend or a phone book, the remodeler has the responsibility of choosing projects that will fit the company's schedule and resources and be most profitable.

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