FHB Logo Facebook LinkedIn Email Pinterest Twitter Instagram Plus Icon Close Icon Navigation Search Icon Arrow Down Icon Video Guide Icon Article Guide Icon Modal Close Icon Guide Search Icon Skip to content
Main Menu
Subscribe

In every issue you'll find...

  • Expert insights on techniques and principles
  • Unbiased tool reviews
  • Step-by-step details to master the job
  • Field-tested advice and know-how
Subscribe Now!
Subscribe
  • How-To
  • Design
  • Tools & Materials
  • Videos
  • Blogs
  • Forum
  • Magazine
  • Members
  • FHB House
  • Podcast
  • Join
  • Log In
Main Menu Subscribe
Building Business

Creating an Ideal-Customer Profile

A question every contractor asks occasionally is, "Who do I really want to work for?" The answer drives your marketing efforts, your work styles, your partnerships, and potentially the growth of your customer base.

By Martin Holsinger
Article Image

My question for you is, have you ever taken the time to determine who your company’s ideal customer is? In other words, the people your company is tailor-made to serve in order to create the best client/contractor relationships?

Maybe you haven’t; it’s tricky to define the exact client you want to work for when growing a business. Usually we take on the first customers to raise their hands and any other job we can find, simply because we need the work.

Of course, this gives us work, projects, and clients—but for consistent business growth, it’s not really the best method. We will often end up with more “problem clients” or jobs, when we are not selective with our client choices. We want to do what is best for each client and also what is best for our contracting company.

The alternative to this issue is to decide who you really want to serve. In your business, who is your ideal customer?

Isn’t Everyone My Ideal Customer?

I was once active in the Business Network International organization, the world’s largest professional networking program. BNI’s whole purpose is to offer professional referrals, and to help you refer other members. The best way to give a good referral is to know exactly what type of customer it is that they are looking for. If a member in your referral network has done a good job of describing their ideal client, then you may know a specific person fitting that description you can then refer for a job.

One of our members was finding it very difficult to narrow down what his ideal client looked like. He said, “everyone is my ideal customer, because anyone can pay for my services.”

Think about it; when you take the time to narrow down who your ideal customer is, it clarifies things in your brain. If you know exactly who you want to talk to, you’ll be able to speak their language. If you know exactly what their needs are, you’ll be able to directly help them. If you know exactly where they’re located, you’ll able to present your marketing to directly attract them.

Serving your ideal customer makes you provide better services because you’ll be working with the kind of clients you really connect with.

Who Is My Ideal Customer?

So, let’s talk about how to determine who your ideal customer is.

Some of this comes with experience. The more work you do, the more you will naturally find out who you like working for. But, even if you are relatively new, you can still do this exercise to think through who you want to be serving.

I recommend that you take time to sit down and actually put names to these ideal customers. Something like, “Bill and Jane.” Or whatever best fits your ideal customer in your mind.

Define Each Category of Your Ideal Customer:

  • What is their age?
  • Gender?
  • Household income?
  • Where are they located?
  • What neighborhood do they live in?
  • Are they homeowners? For how long?
  • Do they have children? How many?
  • Do they want a remodel? A custom home?

Here’s an Example:

ideal customer profile for contractors

They’re Bill and Jane. They’re in their mid-forties, because that’s the age group you want to work with. They’re a two-income household, and they’ve owned their home for ten years. They’re looking to remodel. They live in the specific neighborhood where you want to work. They have some children. Be sure and think about the children’s ages, and what they’re interested in as well. All these things add up to create a profile of your ideal customer.

Customize Your Marketing to Target Your Ideal Customer.

Your social media posts, your captions, your website—each of these actions should speak directly to this client. They have needs; market your business as the perfect way to fulfill those needs.

When your ideal customer sees your company set up to meet their needs, they’ll know you’re the one to hire. Of course, the more jobs you get from this ideal-customer profile, the more testimonials and reviews you’ll get from people just like them. Eventually, if you continue to target your ideal customer, dozens more ideal customers will see you and hire you.

Summary

As a contractor, don’t just work for anyone. Decide who you want to work for and put your business in front of them. The best business ventures happen when the contractor and client can perfectly meet each other’s needs.

*****

Thank you for joining me today. If you have any further questions or comments, please join the conversation in the comments below.

*****

Follow me on Instagram for behind-the-scenes stuff. And if you want to go deeper with marketing your business, you may get a free copy of my new book, Contractor Marketing Simplified.


Related Read: Turn Demanding Customers From Irritants to Assets

Sign up for eletters today and get the latest how-to from Fine Homebuilding, plus special offers.

Sign Up

Get home building tips, offers, and expert advice in your inbox

×
X
X

New Feature

Fine Homebuilding Forums

Ask questions, offer advice, and share your work

Log in or create an account to post a comment.

Sign up Log in

Become a member and get full access to FineHomebuilding.com

More Building Business

View All
  • Marketing in Place

  • Check Construction Estimate Profit First for Contractors

    Checking Your Construction Estimate

  • Top 4 Things We Learned in 2018

  • 7 Benefits of Paid Online Ads

View All

Up Next

Featured Story

FHB-Podcast, episode 319

Podcast 319: Building in a Flood Zone, Who Pays for Warranty Work, and Converting Attics to Living Space

Brian, Rob, and Patrick hear form listeners about protecting foundation insulation and building Baltic-birch cabinets before taking listener questions on foundation designs for flood zones, who pays labor costs for warranty work, and attracting clients with COVID-safe work practices.

Featured Video

Install Cable Rail Around Wood-Post Corners

How to Install Cable Rail Around Wood-Post Corners

Use these tips to keep cables tight and straight for a professional-looking deck-railing job.

Related Stories

  • Attending in Sweatpants: The Virtual 2021 International Builders' Show

  • Keep Craft Alive: Josh Salinger, Construction Business Owner

  • Building a Knowledge of Building

  • The Fine Homebuilding Interview: Mike Litchfield

Discussion Forum

Recent Posts and Replies

  • |
  • |
  • |
  • |
  • |
  • |
View More Create Post

Highlights

  • Fine Homebuilding All Access
  • Fine Homebuilding Podcast
  • Tool Tech

    Plus, get an extra 20% off with code GIFT20

  • "I have learned so much thanks to the searchable articles on the FHB website. I can confidently say that I expect to be a life-long subscriber." - M.K.

    Get home building tips, offers, and expert advice in your inbox

    Sign Up See all newsletters

Video

View All
  • Podcast Episode 170: Is There Really a Skilled-Trade Gap?

  • Podcast Episode 163: Live from the Builder's Show: Home Depot’s Pro Services and Advancements in Cordless Tools

  • Why I Build: Brent Kelosky, Wood-Flooring Specialist

  • Podcast Episode 125 — French Doors, Kitchen Remodels, and the Gamification of Home Building.

View All

Business

View All
  • Mike Guertin presenting at conference.

    Building a Knowledge of Building

  • drawing of author Mike Litchfield

    The Fine Homebuilding Interview: Mike Litchfield

  • Travis Brungardt, Builder

    Keep Craft Alive: Travis Brungardt, Builder

  • Keep Craft Alive: Ace McArleton, General Manager

View All

BOOKS, DVDs, & MERCH

Shop the Store
  • Code Check Building 4th Edition

    Buy Now
  • Musings of an Energy Nerd

    Buy Now
  • 2020 Fine Homebuilding Archive

    Buy Now
  • Fine Homebuilding Magazine Slipcase

    Buy Now
  • Shop the Store

Fine Homebuilding Magazine

  • Issue 297 - Feb/Mar 2021

    • Foundations for Success
    • Staircase Renovation
    • Ditch the Hose
  • Issue 296 - Dec 2020/Jan 2021

    • Insulating Glass Keeps Getting Better
    • Simple Way to Make Old Walls Straight and Plumb
    • Making Sense of Minisplits
  • Issue 295 - Kitchens & Baths

    • Condo Kitchen Reimagined
    • Row-House Remodel
    • Rise of the IAQ Monitor
  • Issue 294 - Oct/Nov 2020

    • Schoolhouse Reimagined
    • Tool Test: Folding Sawhorses
    • A Better Way to Build Tall Walls
  • Issue 293 - Aug/Sept 2020

    • A Practical Guide to Fall Protection
    • Installing Frameless Cabinets
    • Make Any Tablesaw Safer

Fine Homebuilding

Follow

Newsletter

Get home building tips, offers, and expert advice in your inbox

Sign Up See all newsletters

Membership & Magazine

  • Online Archive
  • Start Free Trial
  • Magazine Subscription
  • Magazine Renewal
  • Gift a Subscription
  • Customer Support
  • Manage Preferences

Taunton Network

  • Green Building Advisor
  • Fine Woodworking
  • Fine Gardening
  • Threads
  • About
  • Contact
  • Advertise
  • Privacy Policy
  • Careers
  • Copyright
  • Terms of Use
  • Accessibility
  • CA Privacy Rights

© 2021 The Taunton Press, Inc. All rights reserved.

    Main Menu

  • How-To
  • Design
  • Tools & Materials
  • Video
  • Blogs
  • Forum
  • Reader Projects
  • Magazine
  • Members
  • FHB House
  • Podcasts

  • FHB Podcast
  • ProTalk
  • Account

  • Log In
  • Join

    Podcasts

  • FHB Podcast
  • ProTalk
  • Popular Topics

  • Kitchens
  • Business
  • Bedrooms
  • Roofs
  • Architecture and Design
  • Green Building
  • Decks
  • Framing
  • Safety
  • Remodeling
  • Bathrooms
  • Windows
  • Tilework
  • Ceilings
  • HVAC

    Magazine

  • Current Issue
  • Past Issues
  • Magazine Index
  • Subscribe
  • Online Archive
  • Author Guidelines

    All Access

  • Member Home
  • Start Free Trial
  • Gift Membership

    Shop the Store

  • Books
  • DVDs
  • Taunton Workshops

    More

  • FHB Ambassadors
  • Reader Projects
  • Podcast
  • Customer Support

    Account

  • Log In
  • Join

Newsletter

Get home building tips, offers, and expert advice in your inbox

Sign Up See all newsletters

Follow

Join All Access

Become a member and get instant access to thousands of videos, how-tos, tool reviews, and design features.

Start Your Free Trial

Subscribe

FHB Magazine

Start your subscription today and save up to 52%

Subscribe

We hope you’ve enjoyed your free articles. To keep reading, become a member today.

Get complete site access to expert advice, how-to videos, Code Check, and more, plus the print magazine.

Start your FREE trial

Already a member? Log in