Contractor Business & Marketing

Are You A Contractor Maven In Your Niche?

It’s a new world out there when it comes time to find “leads for contractors” and now more then ever you must dig deep to find quality clients.

But how do you go about setting yourself apart from the other “home improvement contractors?”

First, I would start off with a 12 month marketing calender.Now if your business has been around awhile I would also print out a cash flow map from say quick books.

Your cash flow map will help guide you with the spending of your marketing dollars. See, when you match the both of them together then this will give you a process on how and when you need to spend money on your marketing to stay away from the highs and lows of the business.

What your looking for is to even out your cash flow and your marketing to meet your work flow of new jobs.

See, most “home improvement contractors” have major swings of high and lows. This not only effects your cash flow but it’s hard to schedule any long term work this way.

When you have employees or even “subcontractors” that rely on you for full time work, this can be a problem keeping them on staff with work flow like this.

Now, lets get back to the”leads for contractors” part of this post. To be the “maven” in your area and stand out above the crowd you must use your marketing calender to set weekly sales goals.

So week one you may run a 25,000 postcard campaign. Week 2 a full page color ad in the newspaper. Week 3 you run 100,000 full color inserts in the newspaper. Week 4 you spend your money on ad words campaign with Google.

Now once you have done this it’s important to track all of your leads to make sure where the lead came from. This is done by “keying” the ad with a special code of your choice.

This way you are able to see which campaign work the best for you. Also make sure you not only look at the leads but also the sales from each one of the weeks. Your sales might have been higher for week 3 but you received more leads from week 1.

So it’s a kind of balancing act until you get used to it. I would do this for 3 months  and your end goal is to even everything out. Once you get the hang of this and you have it under control then set it up with your advertisers on auto pilot.

Tweak as you go compared to the amount of work you can handle and the marketing dollars you can afford. Everyone I know that has done it this way has been able to build there “home improvement business” exponentially.

I hope you enjoyed our Contractor Business & Marketing post.

Glen Kohlenberg

Tagged as: Business, Contractor, Home Improvement Contractor, Marketing