Mark Richardson's webinar outlines growth strategies for the remodeling industry in 2017, highlighting key indicators like client demographics, market conditions, and the impact of technology. It emphasizes the importance of leadership alignment, training, and adapting to consumer demand for successful growth. The session also encourages participants to leverage digital marketing and improve client relationships to stay competitive.

1. Mark Richardson’s
Growth Strategies
for 2017
February 7th, 2017
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AWARDS
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Your gift for attending today!
A free copy of Mark Richardson’s
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7. Today’s Speaker
Mark Richardson
Renowned author, speaker,
and influencer in the
remodeling world
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8. Mark G. Richardson
mrichardson@mgrichardson.com
301.275.0208
Growth
Strategies
for 2017

9. Business Cycles
Remodeling DB
Handyman
Bath
Kitchen
Level Market
New Homes

10. All remodeling categories are not created equal
Note: Analysis uses firms reporting revenue in 2012 and 2013 that were ranked in the top 400 in at least one year.
Source: JCHS tabulations of Qualified Remodeler magazine’s Top 500 Remodelers.

11. Failure rates vary dramatically
Share of residential remodeling establishments to cease operations (Percent)
Source: US Census Bureau, Business Information Tracking Series.
11

12. 2016 Remodeling Insights
• LIRA (leading indicator of remodeling activity)... 2016 up 5 to
10%
• Kitchen and Bath continue to be very strong sector
• Avg. sale up (DB firms reporting +25% incr. over 2015)
• Election effect less than predicted
• AIG (ageing in place) businesses growing stronger
• Online reviews having more impact than personal referrals
• Major shift in age of clients/demographic remodeling
• Technology revolutionizing process/products/experience
• Top remodeling businesses reporting 20% plus growth in
2016

13. Key Environmental Indicators
Up or Down Home Appreciation
Up or Down Interest Rates
Up or Down
Up or Down Employment
Housing Demand
Up or Down Stock Market
Up or Down Consumer Confidence

14. Key Business Differences
• Client demographics
• Specialty vs. Full Service
• Practice vs. Business (owner’s role)
• Showroom vs. In-Home Sales
• In-House Crews vs. Subcontracted labor
• Size/type of projects
• Lead generation methods (marketing vs. word of mouth)
• Who is providing the financing?
• The sales process (one sit vs. multiple/consultative )
• Relationship with technology

15. Growth
Motivations

16. Motivations
Legacy A Job A Cause
The Business
Entrepreneur Investor
Ego

17. Defining Growth in 2017
• Top Line Growth?
• Market Share?
• Project Blend?
• Team Growth/Development?
• Profitability?
• Client Experience?
• Business Fitness?
• Strategic Alliances?

18. CHANGE
or Become Irrelevant

19. “Just do it”
Willing to take risk
Clients found you
High Touch Marketing
Just discuss it
Follow the Fantasy
Focus on the “what”
Want balanced risk
You find the clients
And High Tech
Marketing
Control the Fantasy
Also Focus on the “how”
10 YEARS AGO TODAY
YOUR CLIENT...YOUR MARKETING...YOUR SALES

20. Get a Complimentary
Digital Marketing Consult
Call (888) 804-8685
Email marketing@surefirelocal.com
...and a Google Chromecast!
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21. QUESTIONS
“If you don’t know the answer at least
know the question”

22. Why Grow?

23. Am I ready
to grow?

24. What do I need
to do to grow?

25. Are my growth
goals aligned?

26. Five Factors for Successful Growth
The Success Factors
FitnessProduct LeadershipTeamEnvironment

27. The Environment
Consumer Demand Market Conditions Competitive Dynamic

28. The Right Product
Easy Relevant How vs What

29. The Right Team
Master the Labor Team SportTraining

30. Business Fitness
Processes/SystemsCulture Technologies

31. Leadership
YouChampionLeadership Gaps

32. Change is an option
Good culture
Project focused
Solid Team
Change is Not an option
Satisfied clients
Watch it happen
Great culture
Client centric
Strong/Aligned Team
Raving Fan Clients
Make it happen!
Good vs. Great Companies
Good Great

33. Summary
• Growth create opportunities for all.
• The environment is strong.
• Leadership alignment is critical.
• Do you have the champions?
• Are the technologies in place?
• Training is a growth strategy.
• Your leadership is key.
• Now is the time act!

34. Thank You
Mark G. Richardson
mrichardson@mgrichardson.com
301.275.0208

35. The Winner is...
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36. Thank you!
Mark Richardson
marketing@surefirelocal.com

37. Get a Complimentary
Digital Marketing Consult
Call (888) 804-8685
Email marketing@surefirelocal.com
...and a Google Chromecast!
marketing@surefirelocal.com