Council News Update

What is full-spectrum marketing? According to Tom Kelly of Neil Kelly Designers/Remodelers in Portland, Ore., it’s a comprehensive approach to marketing, and it works for his company.

September 05, 2000

Full-Spectrum Marketing

What is full-spectrum marketing? According to Tom Kelly of Neil Kelly Designers/Remodelers in Portland, Ore., it’s a comprehensive approach to marketing, and it works for his company. With 160 employees and more than 1,000 referrals, Neil Kelly did $15 million in business last year.

In his session at the upcoming Remodelers’ Show in Detroit, Oct. 19-21, Kelly will show attendees how to "begin putting the pieces together to develop an integrated, measurable, efficient, effective and sustainable marketing strategy that can help ensure successful lead generation." He plans to share pieces of his company’s campaign -- such as newspaper ads, direct mail pieces, etc. -- during the session. Kelly has found that radio ads have generated the most leads for Neil Kelly Designers/Remodelers. Newspaper ads have also been helpful, whereas the company has chosen to stay out of television advertising. In addition, Neil Kelly sends a newsletter to all its customers and uses direct mail pieces at times.

A Few Tips:

  • "Use ad agencies and public relations firms," he says. He notes that although these firms can be costly, they are experts in what they do. "Use your remodeling expertise and let marketing experts do marketing," he says.

  • "Most customers won’t remember you. They just don’t do enough remodeling. Yet I hear over and over again that many remodelers don’t think they need to spend money on marketing." He disagrees wholeheartedly. "We spend about 3% of our total gross revenues on marketing." And for Neil Kelly's design/build specialty, the company spends about 10%, he says. The company has several divisions, including specialty cabinets, windows and home repairs (the home repair division averages $3 million in volume per year). "We market the different divisions by sending promotional materials to previous clients -- we’ve got a list of about 12,000."

  • Kelly also says he is a big proponent of remodeling and design contests. "Winning them is great marketing."
    The remodeling industry is booming. Most remodelers have no shortage of leads. But what happens when the leads stop coming through the door? Find out how to institute your own full-spectrum marketing program at the Remodelers’ Show.

    Newly Released Trades Career Video

    The NAHB Associate Members Committee has just released a video designed to encourage children in grades 7-10 to consider the career opportunities offered by the home building and remodeling trades.

    Produced by the NAHB Public Affairs Division, the 12 1/2-minute video, "Real Jobs, Great Trades," is designed to be used by NAHB members and staff during Career Day presentations at secondary schools. It comes with a companion presentation guide including suggested talking points, home building industry facts and career resources. A copy of the video has been sent to a wide range of NAHB representatives, including all executive officers and associate national directors.

    NAHB members may purchase additional copies for $15 each from the NAHB Home Builder Bookstore by calling 800/223-2665. For more information, contact Julia Baron at 800/368-5242, ext. 431.

  • About the Author


    Overlay Init