The document provides insights on how home contractors can leverage text message marketing to enhance revenue, productivity, and customer experience. It outlines the communication gap between businesses and consumers, emphasizing that texting is preferred by consumers for immediate responses and personal communication. Best practices for effective text messaging, including personalization and two-way communication, are highlighted to help businesses maximize their marketing efforts.

1. Text Message Marketing 101 for
Home Contractors
Find out how to get started with text messaging to increase revenue, see
greater productivity, and improved client experiences

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A Few Quick Reminders

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Feeling Lucky?
We are giving away a Google Home
Hub to one lucky attendee at the end
of this webinar!

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Your Speakers
Mark G. Richardson
Speaker, Author, Business Consultant
in the home services industry
Mark Highbaugh Sr.
Chief Strategist / CEO
Marlimar Mobile Strategies

7. Changing Consumer
Behaviors vs
Business Process
Mark Highbaugh, CEO
Mark@Marlimar.com
502.777.4447 call or text
Marlimar Mobile Strategies

8. From Lead to Demo to Sale
● To convert a lead into a set demo is challenging in today’s
consumer communications environment…
● How can you Elicit a Response
from leads you generate
● Without a response,
the lead has no value

9. The Outbound Call Dilemma
● Consumers call is not answered because they don’t recognize
our number.
● We leave a voicemail, but they don’t call back.
● We send email, but still no response.

10. We are caught in a “spam trap” created by others
Over 50% of calls to cellphones are unwanted calls. 4 Billion a Month
Only 14% of people are listening to their voicemails
Under 20% of personal emails delivered are opened
And, if they are opened, the click-thru rate is only about 5%
As a consumer
…what would your behavior be?
REMEMBER: Just because they don’t answer your call
doesn’t mean they don’t want your service.

11. Communicate the Way your Consumer does
2017 Pew Research Center study of US adults:
• Over 95% of adults own a cellphone
• Of age group 65-100+, 85% own a cellphone
•Over 96% of text messages
are read within 3 minutes!
•45% are responded to
within 90 seconds!
Text Consumers - They prefer it !!!

12. We are not communicating the same way as our leads
Traditionally, businesses use phones to:
1. Make outbound call to leads
2. Leave a voicemail
3. Send an email
4. …Repeat…
5. Make outbound call
6. Leave a voicemail
7. Send an email
8. …Repeat…

13. We are not communicating the same way as our leads
Consumers use phones to:
1. Check the Time
2. Text
3. Surf the web / shopping
4. Play games
5. MAKE OR TAKE A CALL
6. Email
7. Voicemail

14. We are not communicating the same way as our leads
Consumers use phones to:
1. Check the Time
2. Text
3. Surf the web / shopping
4. Play games
5. MAKE OR TAKE A CALL
6. Email
7. Voicemail
Traditionally, businesses use phones to:
1. Make outbound call to leads
2. Leave a voicemail
3. Send an email
4. …Repeat…
5. Make outbound call
6. Leave a voicemail
7. Send an email
8. …Repeat…

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Let Texting Transform Your Business
by Following Best Practices
• Authorize your callback landline numbers for texting
• Make your text messages visual (send rep pictures and logos)
• Be personal. Address the lead by name and include your name
when possible
• Use leadership authorized pre-scripted texts for consistent and
errorless messaging
• Automate text messages from your CRM when appropriate

16. Simply Sending Texts is Not Enough
Understand, text and email are not the same!
● Emails are informational, generic and often impersonal
● Texts are designed to be personal one-to-one communication
● To elicit a response, texts need to be relational
Automated texts have their place, but blasting texts without following a
model to elicit responses can damage your brand, rather than help sell!
It’s all about Consumer Experiences and getting a Response,
Not about sending more emails and texts!

17. Results from following Best Practices
● Increase sales and sales appointment
effectiveness
● Impact business communication & productivity
● Improve consumer experience from lead to
post-sale review
R
eview

18. Example of Personal, Visual and Pre-scripted Language
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Establish 2-way communication via text

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Send Rep pictures with appointment reminders!
This adds homeowner comfort and safety

21. Create Sales Leads
Generate leads and provide instant replies thru:
● Signage at events, sporting events and home shows
● Call-to-text to communicate on websites
and social media
● Radio & TV media text invitations
● Door-to-door canvassing
● Direct Mail
Text initiatives can be placed
within ALL marketing programs!

22. Everybody is a WINNER! Text to see what you’ve won
Text EXTREME to 96714
Message and data rates may apply. By texting, you agree to receive periodic messages about Marlimar’s Mobile services, and accept our
Terms of Use and Privacy Policy. Reply STOP to quit. Text HELP to 96714 for help. Managed by Marlimar Interactive, LLC. © 2019.

23. Texting has Legs across All areas of Your Business

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The Top 10 Don’t list of Texting
1. Don’t get Sued!!!
2. Don’t blast leads
3. Don’t forget to brand with text
4. Don’t text too much
5. Don’t treat text like email
6. Don’t use random numbers
7. Don’t send from only the business name
8. Don’t ignore text replies
9. Don’t text unscripted freehanded
messages
10. Don’t expect your leads to answer your
phone calls and emails

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Top 6 Keys to Success with Texting
1. Communicate via text as you would to your mother, not your mother-in-law!
2. Include Text call-to-actions in all of your marketing.
3. Grow your Brand with every message you send out.
4. Establish 2-way text communication. That is what your homeowners want.
5. Everyone likes to be addressed by name. Address your homeowners by name
in your texts.
6. Text homeowners from the same number you are calling them from.

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If you have questions, or to learn more,
Call or Text Mark at 502-777-4447
or Mark@Marlimar.com

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Get a free copy of one of Mark G.
Richardson’s best selling books in
exchange for a brief conversation
about your digital marketing?
Want to learn more? Call or Text us at (571) 327-3391 to schedule a call
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“Okay, Google...
Who is today’s winner of
the Google Home Hub?

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amazing.
We have worked with Surefire Local for
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team has been nothing less then
excellent!
Thank You!
SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391