Business

Marketing: How to Write a Killer Press Release

Anonymous — Tue, 07 Apr 2015 14:10:41 +0000

Marketing: How to Write a Killer Press Release

It's remodeling awards season, a time when remodeling associations and publications name the winners of a variety of industry honors for excellence in business, design, customer service, and market leadership. It's good for company morale when you win, but the most important outcome is the leverage you get from telling your pool of past and future customers about it.

The place to start is with a press release, which is no problem if you have a marketing director. But most remodelers are do-it-yourself marketers and need to learn the basics which, according to How to Write a Press Release on the Duct Tape Marketing site, includes these three must-haves:

1. A clear, concise headline. Don't try to be clever – you want the reader to know at a glance exactly what the release is about

2. A strong opening paragraph that addresses all 6 questions that Journalism 101 students are taught to ask and answer: who, what, when, where, why, and how. For example, if your company is a winner of our 40-Under-40 award, your opening sentence might say something like this:

Good Guys Remodeling (WHO) was honored with the 40 Under 40 award (WHAT) in Professional Remodeler magazine's (WHERE) July issue (WHEN). The company competed with more than 100 nationwide entries for the award (HOW), which honors business excellence among young remodeling company owners (WHY).

3. A couple of quotes. Make sure the quotes say something that hasn't already appeared in the release. Two separate quotes are better than one, but make sure you identify the person you're quoting – anonymity undermines credibility.

If that seems like too much work, you can download marketing guru John Jantsch's Instant Press Release, which also gives you a good template for standard press release formatting.

The last step is to send the press release to everyone you can think of. Publishing it in your newsletter and posting on your website, Facebook page, and Twitter feed will get the attention of past and prospective clients. But don't forget to send it to local newspapers, magazines, and community blogs – remodeling is a local, community-based industry, and the more attention you get from third-party press, the better.

Finally, once the word is out there, check to see how well it's performing. One way to check is to use HubSpot's Marketing Grader, a free (you have to enter your email address) website that analyzes your website's marketing effectiveness on a scale from 1-100. Regardless of your score, the site does a good job of explaining what it's measuring, why it's important, and what you need to do to score higher.

Anonymous (not verified) Tue, 04/07/2015 - 09:10

Some editorial tips for do-it-yourself remodeler marketers.

Sal Alfano, Editorial Director

Business

Marketing

Backlogs in Remodeling: A Blessing and A Curse

emosse — Fri, 17 Mar 2023 14:55:22 +0000

Backlogs in Remodeling: A Blessing and A Curse

emosse Fri, 03/17/2023 - 09:55

Backlogs may be one of the most confusing aspects of a remodeling business. This is especially true today with many companies having a record level of backlogs.

Years ago, when giving talk on “How fit is your business?” I would ask audiences, “How does it make you feel to have a backlog of projects that is six to 12 months?”

As you can imagine, most of the audience smiled at the idea. After all, it’s comforting not have to worry about finding the next client. Then I would ask, “Imagine if Andersen Windows could not produce another window for six to 12 months. How would they feel?” Then the audience would get it. Long backlogs might make you feel good, but it’s not necessarily good for most businesses in terms of on client experience and the strength of the brand.

I share this story to help you begin to think about things a little differently. There are many other examples in business and life that also illustrate my point. Imagine a restaurant with lines every day that wrap around the block, or a highway congested with too many cars.

The following are reasons that long backlogs are not good. I will then follow with thoughts why the right amount of backlog can be a great asset to your company.

The Curse

The investment that any healthy business puts into marketing and generating leads is ineffective when you can’t close deals and deliver in a timely manner.
Designs / specifications change with the excessive waiting time. This creates disruptions and inefficiencies.
Homeowners’ priorities and situations change which can effect their projects and your process.
Communication is more difficult, and things are often forgotten.
Project costs are more unpredictable and can require new estimates.
Gross Profit can be eroded resulting in lower margins.
Homeowners become frustrated and less tolerant.

The Blessing

A backlog can allow you to:

Pick the clients you want to work with.
Invest in more resources in technologies for the future.
Spend more time improving the business and client experience rather than constantly hunting new prospects.
Put additional resources into training, retaining, and developing your team.
Gain confidence and grow the business to the next level.
Spend more time working on the business rather than embroiled in day-to-day needs.

Like with anything in life, too much of a good thing might not be good. If you can understand how much backlog is right, and use this environment to create the right balance with the right process you will see more success.

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Backlogs may be one of the most confusing aspects of a remodeling business. Here's a helpful way to look at your pipeline.

Mark Richardson

Business

Thought Leadership

Leadership

Software Company to Award $150,000 to Home Service Company Owners

emosse — Sat, 04 Mar 2023 19:16:31 +0000

Software Company to Award $150,000 to Home Service Company Owners

emosse Sat, 03/04/2023 - 13:16

Applications are now open for Jobber Grants, a program that awards money to home service companies in the U.S. and Canada. Sponsored by software provider Jobber, the program is accepting applications through June 8, 2023. Twenty-five businesses will be awarded grants totaling $150,000. Finalists will be announced in August.

The program, now in its third year, invites company owners to apply for grants ranging from $2,500 to $15,000. The application is designed to be completed in five minutes, and is open to professionals in multiple industries including handyman companies, plumbing, painting and other home service businesses. Once first round finalists are chosen, a longer application is required.

“Investing in home service businesses means giving back to our communities, facilitating job creation, and boosting local economies,” said Sam Pillar, CEO of Jobber in a press release. “We’re proud to continue Jobber’s tradition of investing in local entrepreneurs at all stages of growth to help them achieve their goals and ambitions.”

Recipients can use the funds in any way they like to support their business including purchasing equipment, investing in marketing, and training.

To learn more about Jobber Grants or to apply go to jobber.com/grants.

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The grant program is intended to help strengthen small businesses

Erika Mosse

3 Reasons You Struggle with Hiring

cbroderick — Wed, 01 Mar 2023 22:37:25 +0000

3 Reasons You Struggle with Hiring

cbroderick Wed, 03/01/2023 - 16:37

Matt DiBara, CEO, The Contractor Consultants

I’m a fourth-generation contractor, and in 2018, I thought I figured out the family business. Everything was great—until I hit a wall with hiring. Just placing a listing on Indeed and Craigslist didn’t work anymore. And I’m not alone.

According to the National Association of Home Builders, there are more than 400,000 open positions, and 80% of contractors cannot find labor, according to the Associated General Contractors of America. A lack of labor causes real issues. My turning point was seeing my cost overruns to the tune of $700,000 because I didn’t realize how important it was to get ahead of this hiring issue.

Through my struggles, successes, and advising, I have found these three areas to be influential in hiring and areas many contractors overlook:

1. You’re Not Using Modern Technology

There are two areas in that tech can change your hiring game. The first is geofencing.

Geofencing allows you to set up footprints around nearby suppliers, vendors, and competitors so that if someone enters the area, they receive your job advertisements. You go buy your materials, but so are your competitors. When they drive into the yard and go on their phone while waiting, they see you’re hiring carpenters. You’re fishing where the fish are.

Treat your candidates like you treat your leads and maintain the speed-to-lead mindset

The second area is having a CRM for candidates and automating everything. Treat your candidates like you treat your leads and maintain the speed-to-lead mindset. If you’re not following up with leads within minutes of receiving an application, not getting them excited, and not ensuring they show up, you lose out massively.

Back in the day, you would have had 10 interviews, and nine showed up. Today, you might have 100 applications, seven interviews, and just two show up. The volume makes it nearly impossible to call and vet every applicant. Truth is, the big companies do this. You have to streamline hiring or you waste time.

2. You’re Not Branding Your Company Correctly

One of the best ways to showcase your company is through a career video.

For a career video, it’s imperative that a contractor unhappy in their current position can click a button, understand who you are, what you do, and get a feeling of the culture all within two and a half minutes while on the toilet. If not, they’re not going to work for you. People inherently emotionally connect to video too.

A majority of companies do not have career videos, which can help you dominate the space if you’re the first in your area.

Use these quick tips for career videos:

Utilize at least five staff members from different areas so it’s balanced
Talk about the backstory and lean into it
Answer: Why work for us?
Answer: What do you do to make your team happy?
Showcase your office and projects
Who should work for you and who shouldn’t (this provides even more clarity)
Be proud and true to who you are; lean into authenticity
The shorter, the better

3. You’re Failing to Do Skills Assessments

Contractors don’t have time to vet people properly. A great interviewer is not always a great hire and vice versa. Rehiring a position costs up to six to nine months of the position’s salary, according to the Society for Human Resource Management, so losing somebody is a true loss. The easiest way to vet is a skills assessment.

If a candidate is not prepared to do a paid skills assessment (yes, paid), you don’t want them. If it’s an office job and you know the skills needed, do an online assessment. Go off of the skills needed, but also, ask about a current problem in the company and request suggestions. Logic never lies.

For the field, have them come in and showcase their skills for half a day. It helps with the pay scale for somebody as well. If they come in with years of experience but compared to your team, they lack, you wouldn’t want to pay them more than staff with better work. It works the other way around: if someone struggles to express their skills and undersells, you can ensure you offer the appropriate pay.

Overall, treat your candidates as you would treat your leads and utilize tech tools to streamline the process, saving you time and money and leading to greater retention.

Matt DiBara is owner of DiBara Masonry and CEO of The Contractor Consultants. The Contractor Consultants is a leading company in the construction industry, dedicated to helping contractors overcome the labor shortage with a hiring course and a hassle-free outsourced hiring service that lets companies focus on vetted interviews, while building out all assets.

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Learn three ways to better position yourself for attracting new talent

Matt DiBara | The Contractor Consultants

Business

Legal & Human Resources

Industry Insider

The Home Depot Bets on Pros Amid Predictions of Flat Sales Growth

emosse — Fri, 24 Feb 2023 15:43:36 +0000

The Home Depot Bets on Pros Amid Predictions of Flat Sales Growth

emosse Fri, 02/24/2023 - 09:43

For the first time since 2019, The Home Depot’s revenue fell short of Wall Street’s predictions amid a general softening in the home improvement market.

On Tuesday, The Home Depot posted fourth-quarter earnings that beat expectations, but the big box giant still missed on revenue. Officials also projected roughly flat sales growth in 2023.

"We expect this to be a year of moderation in demand for home improvement," said CEO Ted Decker during the fourth-quarter 2022 earnings call on February 21.

The company has benefited from strong sales growth due to inflation and Covid-fueled spending on remodeling. But many of today’s consumers are spending more on travel and/or conserving resources to combat the toll inflation is taking on their personal finances, said company officials.

Also notable, The Home Depot’s recently increased its investment in employees. A tight labor market spurred the company to earmark $1 billion in wage increases for hourly workers which brought the average starting salary to $15 an hour, beginning in early February.

Betting on the Pro Market

Pros represent about 10% of Home Depot customers, but account for approximately half of all its business. Pro sales growth outpaced DIY during Q4, but officials cautioned that this is likely due to contractors still working through their backlogs, and that picture could change.

“The highlight remains the high pro spend,” Decker said on the call. “I mean that is still the strongest piece of the business.”

Over the past few years, the big box giant has invested heavily in pro customers, and recently expanded its Pro Xtra loyalty program adding new benefits and membership tiers.

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For the first time since 2019, The Home Depot’s revenue fell short of Wall Street’s predictions amid a general softening in the home improvement market

Erika Mosse

Business

Financials

5 Sales Techniques to Master

cbroderick — Tue, 21 Feb 2023 16:29:46 +0000

5 Sales Techniques to Master

cbroderick Tue, 02/21/2023 - 10:29

We are no longer in the order taker environment that existed 12 months ago. In today’s remodeling market you need a sharp sales axe or else cutting that tree (closing the deal) will be impossible, or at the least, very grueling.

Following are five helpful sales techniques to master:

1. The Language of Sales.

There’s an old adage that goes, “If you say it, they understand, but if you say it well, they feel it.” With that in mind, list five to 10 words for you to consistently use in the sales process.

Think about a few metaphors that help a prospect understand and feel your message. Try creating diagrams to aid a client in visualizing your points.

2. A Sales Process.

Processes are not straitjackets, just the opposite. They can be freeing. A strong sales process allows you to be in the moment with a homeowner since you’re not struggling to figure out what to say. It creates confidence and trust.

RELATED: Read More from Mark Richardson

3. Mastering the Money Talk.

Generally, one key difference between the master salesperson and the novice is the approach to discussing budget. Many of us were taught as children that it’s impolite to talk about money.

Yet mastering this skill is important to help and guide the prospect. Freeing yourself from discomfort allows you to learn to ask the right questions, guide the prospect through budgeting exercises, and use metaphors to help them understand the reasons behind the costs.

4. Generating Your Own Leads.

Most salespeople are farmers rather than hunters. But the best ones know that developing hunting skills not only increases sales but also can save time. Say you have a 20% close rate for random leads and 60% for referrals.

Learn how to ask for referrals in a way that compliments the client rather than just focuses on your needs.

Investing just a few hours a week will increase your sales and close ratio. You can begin by calling one past client every day. Try to have lunch once a month with a top real estate professional in your area, and maybe even conduct a seminar for their team.

Learn how to ask for referrals in a way that compliments the client rather than just focuses on your needs.

5. Master the Close.

We all know that 80% of objections are one of three things: “I need to think about it,” “I’m getting other bids,” and “The price is too high. To combat this, check out some podcasts or videos on sales closing techniques. Think about closing as just moving the ball into the end zone and not a special event.

In conclusion, investing time in your schedule to master these skills will make a big difference. If you can make these habits more conscious, your sales success will dramatically increase.

Comments (1)

Always good stuff buddy …

Submitted by Scott McClurg (not verified) on Tue, 02/21/2023 - 14:18

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Always good stuff buddy …

Always good stuff buddy ....I hope all is well Mark
Scott

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Use these techniques to master selling in today and tomorrow's market

Mark Richardson

Business

Thought Leadership

Sales

The Empty Chair: Customer Experience Will Differentiate Your Business

cbroderick — Tue, 07 Feb 2023 16:11:11 +0000

The Empty Chair: Customer Experience Will Differentiate Your Business

cbroderick Tue, 02/07/2023 - 10:11

In 2018, Amazon CEO Jeff Bezos famously revealed that he leaves a vacant chair in every meeting that involves an important decision. The empty seat symbolizes the customer. That visual reminder of the most important person in any business helps all of the participants focus on what matters most.

“Obsessing over customer experience is the only long-term defensible competitive advantage,” Bezos has said.

I believe in 2023 that a customer-centric mindset will be particularly important. All signs point to a softer market, and many areas are seeing fewer leads, smaller projects, and homeowners taking longer to sign contracts.

An environment like this means it’s a good time to think about the client experience in your company. What does it feel like to do business with you? Below are a few real-life examples of what I mean.

What it Means to Have a Customer-Centric Mindset

Recently, I attended a Women of NARI luncheon held at the home of Mary Kathryn Reese, owner of Kitchen Design Concepts. I sat near her back window and commented on what looked like living quarters over the garage. Mary Kathryn explained that it was a two-bedroom guest house that she offers to clients who need to move out of their homes during a remodel. Regardless of whether it’s used, providing that option sends a powerful and positive message to the customer.

We’re installing an electric gate on our property and reached out to a few different companies for ideas and estimates. After making an appointment, one of them sent a friendly, detailed confirmation text. Another sent the following message, “Be by tomorrow to look at gate system.” I had to ask who this was and what time he was coming.

It wasn’t that I minded having to respond, it only took a second and he was a nice guy. But his text had an effect. What would he have typed if he had that empty chair in his mind’s eye? We hired the other company, although their bid was quite a bit higher. Our decision came not because of a single text, but instead because of a dozen small details that showed how seriously they take the customer journey.

Dave Smith, general manager of Smithouse Design + Build, sends handwritten thank you notes every time he gets a referral from a past client. Bob Peterson, founder of ABD, takes his clients out to dinner midway through the job. He also hand-delivers an amazing pumpkin pie during the holidays.

Small Acts Make Big Differences

Taken alone, none of these items are groundbreaking. But when looked at through the mindset of putting the customer first, each of them plays a small, but noticeable role. Whether it’s adding convenience, a sense of being appreciated, or a seamless buying experience, little touches like these will mean even more in the coming year.

What’s most important though is that it’s not the guest quarters, texts, cards, or pies that make a difference. It’s the empathy. Take a look at your business through the eyes of the client—from lead to final walk-through—and then make any needed adjustments. It will help keep your company strong during easy times and lean ones.

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With all signs pointing to a softer market, how can remodelers remain strong and different from the rest? Pro Remodeler's Director of Content Erika Mosse shares real examples.

Erika Mosse

Business

Leadership

Marketing

January/February 2023

What Kind of Business Are You In? (Is it Really Remodeling?)

cbroderick — Wed, 25 Jan 2023 15:47:05 +0000

What Kind of Business Are You In? (Is it Really Remodeling?)

cbroderick Wed, 01/25/2023 - 09:47

What kind of business do you have? What do you do? You might answer, “We’re a remodeling company. We remodel homes.” My next question is, “What is your real business? And what does it need to become?”

When I first started in the industry, if you asked me that question, I would have said, “We are a remodeling company.” If you’d asked me again seven years ago, I would have said, “We’re a sales and marketing company that happens to be in home improvement.”

But if you ask me today, I’d say, first and foremost, we’re a training organization. We’re in the business of training and developing people, talent, and capabilities throughout our company and whoever it touches. We teach the customer why they should do business with us. We teach our team how to grow inside an organization. We teach people how to learn a craft. We’re a training organization.

The Right Mindset

So, let’s take that idea a step further. If we’re a training organization, what must we be excellent at doing? There are a lot of answers to that question, but a central one is hiring. A training organization hires people that want to be developed. If they’re already on your team and they’re not interested in development, they’re probably never going to make it.

There are a lot of ways to write a recruitment ad and conduct an interview, but here’s a simple thing I’ve used that’s been successful: If somebody’s coming in for a marketing or sales role, we’ll send them a two-sentence script before the interview and ask them to memorize it.

If somebody’s coming in for a marketing or sales role, we’ll send them a two-sentence script before the interview and ask them to memorize it.

Here’s the thing: I don’t even care if people flop it. But if they didn’t take three minutes to try to memorize this script, there is no way they’re going to learn the entire training model of our business. We simply won’t hire them. Probably a third of the people we interview don’t learn the two sentences.

A Change of Focus

Becoming a training organization comes with a lot of questions. What are we teaching? What is the cadence of our teaching? How do we know that what we taught them stuck? What do I, as a business owner, need to know? What do our managers need to keep learning?

That’s why having a learning mindset is one of the key behaviors of a great manager. They have to be constantly learning so that they can teach. These ideals change the dynamics of the business.

In some of these old-school companies, the salespeople don’t interact with each other because they’re concerned about sharing their secrets and they want all the leads for themselves. But in a training organization, everybody’s involved. It’s a collaborative group. The idea is that you want to help train and develop the person standing next to you so they can realize their full potential. That’s what a training organization does.

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The answer to that question is not as obvious as you might think

Brian Gottlieb

Business

Management

Leadership

Business — Home Improvement

January/February 2023

How to Have a People-First Company

cbroderick — Tue, 24 Jan 2023 15:40:23 +0000

How to Have a People-First Company

cbroderick Tue, 01/24/2023 - 09:40

Remodeling Mastery · Make People First

An asset is an investment business owners need to value and need to see a return on—and people are a business’s greatest asset, says industry advisor Mark Richardson on this episode of Remodeling Mastery.

As the choppiness of the economy continues through 2023, Richardson says maintaining focus on the right areas of business, one being people, will result in a strong year. To do so, reevaluate your focus, meeting structure, synergy, and more.

"When it comes to your people, creating environments to allow [synergy] to happen is really where you can supersize your business," says Richardson. "Oftentimes when you put something together, for example, a sales voice and a production voice together, you're going to come up with something that is very different than you ever thought of."

Listen to the full podcast to hear Richardson’s insights into focusing on your people and other tips for setting your business up for success.

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On this episode of Remodeling Mastery, industry advisor Mark Richardson dives into the importance of your people and how to ensure a focus on their success

Mark Richardson

5 Areas to Reassess for Business Success

cbroderick — Wed, 18 Jan 2023 15:37:56 +0000

5 Areas to Reassess for Business Success

cbroderick Wed, 01/18/2023 - 09:37

Most remodeling businesses are a product of evolution, not design.

It goes like this: The company owner was interested in construction and completed some projects that grew to more projects, which then required business systems. The owner realized they needed to hire a team. One day, they looked in the mirror and saw a remodeler looking back at them.

Over time, the owner realizes their strengths and weaknesses. If a weakness is a soft skill, like communicating, they can often just improve in that area. If it’s in technology, sales, or marketing, they must bring in additional talent or risk losing out.

Recently I had coffee with the CEO of a large home improvement company that had just been purchased by an investment group. He said something that is good advice for any growing remodeling business: one of the biggest benefits from the investment group was “intellectual horsepower.”

They brought leadership experience. They brought technologies. They understood the altitudes of growth. They filled voids to take the business to the next level. Most importantly, they brought the horsepower and energy to propel the business forward.

Bringing it Home

As you reflect on this in your business, what are the spots where more intellectual horsepower would be beneficial? The following is a list of areas to consider.

1. Marketing

This not only requires expertise, but now more than ever, some real calories devoted to it. Depending solely on past clients and referrals will make you a slave to the current environment and you’ll see dramatic changes in lead flow. It’s not enough to be active with social media or SEO, you need someone who understands the latest practices.

2. Sales

Are you doing sales training (for yourself or your team)? Is this in your core competency? How much time and energy do you devote to your sales team? You can bring a dedicated person into this role or hire a sales consultant, but doing nothing puts your team at risk.

3. Leadership

As you grow, developing future leaders should be a top priority. As with salespeople, you can do the training yourself or bring in a leadership coach, but your staff needs to be developed. With the right horsepower, you will see their stock rise and they will begin to push you forward rather than you pulling them along.

Now is the time to position yourself for the future. This will take investment, but not addressing these areas could put you at risk.

4. Technology

Technology has revolutionized business. This can be a great asset or a liability. It is rare for a company owner to be at the level the business requires. Since the younger generation has made this part of their DNA, you don’t need a seasoned veteran, but it needs to be an area of focus. The businesses that are leveraging technology in their client-facing experiences will trump those living in the past.

5. People

If people are a business’s greatest asset, then who wakes up every day thinking about the people, the culture, and team development? Who is focused on this disease called “quiet quitting”? Who has their ear to the ground, listening to any voices of dissent?

Now is the time to position yourself for the future. This will take investment, but not addressing these areas could put you at risk. While these are tough decisions, your team will rally behind your commitment to the future.

Comments (1)

Excellent insights for growth

Submitted by Steve Bursten (not verified) on Fri, 01/20/2023 - 00:59

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Excellent insights for growth

Mark, you continue to stay in the future, never anchored to the past. Every owner that wants to grow benefits by your insights and sharing. Thank you!

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Give these key business areas your intellectual horsepower moving into the new year

Mark Richardson

Business

Thought Leadership

Leadership

January/February 2023

Business

Marketing: How to Write a Killer Press Release

Backlogs in Remodeling: A Blessing and A Curse

The Curse

The Blessing

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Software Company to Award $150,000 to Home Service Company Owners

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3 Reasons You Struggle with Hiring

1. You’re Not Using Modern Technology

2. You’re Not Branding Your Company Correctly

Use these quick tips for career videos:

3. You’re Failing to Do Skills Assessments

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The Home Depot Bets on Pros Amid Predictions of Flat Sales Growth

Betting on the Pro Market

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5 Sales Techniques to Master

1. The Language of Sales.

2. A Sales Process.

3. Mastering the Money Talk.

4. Generating Your Own Leads.

5. Master the Close.

Comments (1)

Always good stuff buddy …

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The Empty Chair: Customer Experience Will Differentiate Your Business

What it Means to Have a Customer-Centric Mindset

Small Acts Make Big Differences

Add new comment

What Kind of Business Are You In? (Is it Really Remodeling?)

The Right Mindset

A Change of Focus

Add new comment

How to Have a People-First Company

Add new comment

5 Areas to Reassess for Business Success

Bringing it Home

1. Marketing

2. Sales

3. Leadership

4. Technology

5. People

Comments (1)

Excellent insights for growth

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