Top 10 Marketing Must Do's for 2012

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10 Marketing must do's for builders and remodelers. These apply for the year 2012 and beyond!

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  • First webinar – “Effective Marketing for Builders and Remodelers” was about this time last year.We’ve put on 6 webinars over the last year to help builders and remodelers get an edge in their marketing.Today’s webinar is a little different – in the past we’ve really concentrated on the online portion of marketing - but today we’re going to hit what we consider to be the key things that will lead to improved marketing performance – and thus sales performance in 2012.Some of our tips or Must-Do’s will seem very basic – but like all things, if you don’t get the basics right you can’t move on to the more advanced moves. It would be like trying to build a beautiful curved staircase before you’ve mastered how to figure the rise and run on a basic stair jack.
  • Marketing and sales requires a system.a house has an electrical system, HVAC system, plumbing system, a roof system, and so on. All of these systems are necessary, or the house will not be complete.Your business is like a house. It is made up of systems: an accounting system, a scheduling system, a warranty system, a marketing system and a sales system.The principles for each of these systems is same from house to house or from remodeling business to remodeling business. However, each house and business is unique. So there may be certain unique features to one house’s plumbing system, just as there may be unique features to your business’ marketing system. But, at the end of the day, the fundamentals have to be right.Like framing a house and walking away.
  • Competitor report15 month contract – 1st month free (no payments until Feb.)Struggling with sales and have enough leads? Talk to Rick
  • Review for 2010 and 2011Where do you want to go for 2012 and why is that important to you?Why is goal setting critical? If you don’t know your goals, you will be tempted to go off in different directions. You won’t be focused and you’ll end the year frustrated saying, “What happened to 2012?”You need to know your goals so you can size your systems correctly and you want to be using the right tools. Example: Goals are the foundation on which all your systems will rest.
  • I want to be the biggest” “I want to be the best” “I want to be the most profitable”Example of SMART Goal for Remodeler Achieve 5 kitchen remodels averaging $55,000 with a margin of 43%I want to keep my warranty claims to less than 1% of gross sales.To return all inquiries from prospects within 5 minutes.Measurable – Attainable: is this 20% increase or a 200%?Relevant Timebound
  • Total sales?What’s the average size of one of your jobs?How many of those jobs to achieve sales goal?How many conversations do you need to have to land a job?How many leads do you need for one conversation?
  • Where do you shine? Where don’t you shine? At the end of the day – why pick you? Why are you unique?Hopefully the reason isn’t some babble about “we’re the best and we have the highest quality, and we’re second to none” Barf.’Go ask your customers – Why did you do business with us? Is there something special about us? Is there something about your design process? Your people? Your warranty? Your speed? Your financing? Your track record and length of time in service. The key is that NO ONE else in your market can lay claim to it AND it’s relevant.This is how you will differentiate yourself and carve out your own space.
  • Do they do the same things you do?What are their USP’s? How are you going to address that?How do they market? Are they in the newspaper, magazines, handouts?Are they on the web?Is their web presence better than yours?Are they growing, holding, shrinking? If they’re growing – why?What makes you different and better?
  • Make a list for 2011 of your sources: list # of jobs from each source.Are you getting more or less leads from Mostly referral workWhere do new leads come from? Advertising? Model walk in? Web?Figure out what you’ve tried that hasn’t worked, and explore what you haven’t triedIf you don’t know what’s working, how will you know where to focus your efforts?Some builders say, “internet marketing doesn’t work, I don’t think my customers are online” Is anything else working?Could be time to switch up your game plan and try something outside of your comfort zone.
  • This isn’t just a new flashy medium anymore. I hope we’re all to that point. We’re gone way past the website 1.0 that was a few static pages with some pictures and information. As builders and remodelers, we need to be aggressive and active in the way we build out our websites. Your website should be working like a marketer and a salesman combined.
  • Let’s get specific! We all know you provide “services” of some kind….but tell people EXACTLY what you provide. Kitchen Design, Deck Renovations, Room Additions, etc. This will do a couple things for you. 1. Make you more relevant to your web visitors. 2. Allow you to be found in Google by people searching for specific things like deck remodeling in Tacoma, WA.
  • Yes, social media is important. No, it is not the final answer or the only answer. Social media is a sliver of your online marketing strategy. Social media is about REACH. How many people can you reach with your content? When you write a blog article, you want to get it in front of as many eyeballs as you can…but also the right eyeballs. Who are your real prospects and leads? How can you find them? Those are the followers you want and you want your content in front of them all the time.
  • This is a MUST! Google places is how you’ll get found in the local search. When someone types in Kitchen remodeler San Diego, they’ll most likely see a list of A, B, C, D listings with reviews. These pop up above the organic search and drive a lot of relevant, local traffic. People interested in your services. Its important to build out this page with pictures, all your information and then work on getting positive reviews from past customers.
  • More positive reviews – better click throughs. In general, the higher positions get more clicks. However, if you have a rating like this last posting here, you’ll draw in additional clicks. People like to do business with companies that are trustworthy. How do they know you’re trustworthy? You have positive reviews online.
  • This is the most critical component of your website. If you have started a blog, you need to. If you have a blog, make a goal to increase the number of posts you’re doing. Each post increases the chances of you getting found in the search engines. You become a trusted advisor and industry leader. A blog has a lot of positive things going for it.
  • Example of what can happen in a year.
  • Make sure you blog is connected – explain why.
  • Think content all the time. Just complete a job? Write a blog post and put up some pictures. Share the pictures on Facebook and Flickr. Shoot a video tour of the finished project. Put it on your website and on YouTube. Change your mindset. Today, we don’t have to rely on TV stations to do a “story” on us. We can create it ourselves and get it in front of people.
  • Remember when we talked about your website being a marketing person and a sales person? Here’s the start of the sales process. You have to convert your traffic into leads. Talk about the sales funnel (different types of offers)
  • Nurture your leads. Use email. Use the phone. Once someone has engaged with you, don’t let them run away. You want to stay in front of them and continue to be their trusted advisor until they buy from you.
  • Momentum and speedAsk us about a case studyCutting marketing is a bad long term strategyConsistency is key, space out your efforts evenlyDon’t be afraid to take risks; that’s how businesses are grown!
  • Competitor report15 month contract – 1st month free (no payments until Feb.)Struggling with sales and have enough leads? Talk to Rick
  • Competitor report15 month contract – 1st month free (no payments until Feb.)Struggling with sales and have enough leads? Talk to Rick
  • Top 10 Marketing Must Do's for 2012

    1. 1. D e l i v e r i n g M e a s u r a b l e R e s u l t s 10 Marketing “Must Do’s” for Builders and Remodelers in 2012 Wes Powell Blake Powell Spencer Powell Mystery TMR Direct TMR Direct TMR Direct PresenterMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    2. 2. D e l i v e r i n g M e a s u r a b l e R e s u l t s•Keeping the realtors current with •Measuring return on marketingour information after cost and time•After first initial contact with •Google rankingsleads where do we go from •Leadsthere? •Everything•Finding work •exposure on-line•qualified buyers and buyers •customer confidencegetting financing •Finding qualified leads•Response•Limited staff to implement andlimited budget to hire outsideconsultantsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    3. 3. D e l i v e r i n g M e a s u r a b l e R e s u l t s•How best to move my marketing •Consistently getting high end jobsstrategy from "old school" to a •Changing the mindset ofmore internet based approach. independent contractors•Exposure, Name Recognition •Driving people to our showroom•Changing the economy & •pulling traffic off webleadership •More Business via website•Qualified or viable. Leads •Finding best marketing bang for•selling to homeowners who the buckhave the money but are afraid to •Creating a plan and make itspent it do to the present operate day after day.economy•Closing sales•I dont like to do itMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    4. 4. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing and Sales Requires a SystemMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    5. 5. D e l i v e r i n g M e a s u r a b l e R e s u l t s Awareness Research Purchase TV Google Search Email Radio Websites Phone Direct Mail Blogs Salesperson Trucks Social Media Presentation Signage Online Reviews Newspaper Friends MagazinesMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    6. 6. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #1: Set Your Business and Marketing Goals for 2012Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    7. 7. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #1: Set Your Business and Marketing Goals for 2012Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    8. 8. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do # 2: Set your MetricsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    9. 9. D e l i v e r i n g M e a s u r a b l e R e s u l t sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    10. 10. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #3: Define Your DifferenceMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    11. 11. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #4: Know Your CompetitionMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    12. 12. D e l i v e r i n g M e a s u r a b l e R e s u l t sMarketing Must Do #5: Define Sources of New LeadsMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    13. 13. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #6: Develop a Powerful Online PresenceMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    14. 14. Build out Your Website D e l i v e r i n g M e a s u r a b l e R e s u l t sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    15. 15. Be Active on Social Media D e l i v e r i n g M e a s u r a b l e R e s u l t sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    16. 16. D e l i v e r i n g M e a s u r a b l e R e s u l t sCreate a Google Places PageMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    17. 17. D e l i v e r i n g M e a s u r a b l e R e s u l t sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    18. 18. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #7: Start a Blog or Increase the Output on Your BlogMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    19. 19. D e l i v e r i n g M e a s u r a b l e R e s u l t s Why a Blog is Critical To Your Success OnlineMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    20. 20. D e l i v e r i n g M e a s u r a b l e R e s u l t s Connect Your Blog to Your WebsiteMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    21. 21. Become a Publisher D e l i v e r i n g M e a s u r a b l e R e s u l t sMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    22. 22. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #8: Start Using Offers on Your WebsiteMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    23. 23. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #9: Nurture Your Leads!Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    24. 24. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must-Do #10: Make Sure Marketing Messages and Your Sales Approach Support Each OtherMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    25. 25. D e l i v e r i n g M e a s u r a b l e R e s u l t s Marketing Must Do #11: Make Sure You MarketMarketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    26. 26. D e l i v e r i n g M e a s u r a b l e R e s u l t s Special Webinar Offer •Sign up for a 15 month program and you don’t pay until February! •15 Month Program Starts in January of 2012 and runs through March of 2013 *if we have too many requests, we may have to start some of you in March of 2012Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
    27. 27. D e l i v e r i n g M e a s u r a b l e R e s u l t s Questions? Wes Powell Rick Roberge TMR Direct Master Sales Trainer wpowell@tmrdirect.com Rain Maker Maker 719-955-4230 therainmakermaker@gmail.com Blake Powell Spencer Powell TMR Direct TMR Direct bpowell@tmrdirect.com spowell@tmrdirect.com 719-244-5804 719-660-5731Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

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