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I have a few advertising question for everyone.
From what I have read, homeowners tend to spend the most money on home improvements within the first two years of ownership. This applies to both new construction and the purchase of older homes. In the area I live there is a lot of new construction. What is everyone opinion on sending targeted mailings to these neighborhoods. The mailing would be a professionally printed tri-fold brochure containing company information and services offered, such as basement finishing, and decking. I would also like to send the same type of mailing to some select older neighborhoods where I know there has been a lot of sales activity. The brochure in this case would target siding and windows, decks, and kitchen and bath remodels.
Also, a little off the topic, what is the customary or normal waiting time form acceptance of a proposal to start of construction date? Is one month to long?
Any thought and comments as always will be greatly appreciated.
Jamie
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Been there, done that, it works great! (and I'm getting set to do it again) I think it amongst the very best effective avenues to try as far as direct mail.
*JamiePeople new to an area often don't know enough people to get referrals from. Therefore having your name and services in front of them might give them a reason to start with you when looking to begin bidding a project etc. We bought our house 1.5 years ago and although I do all the work on the home certain jobs like plumbing I don't touch. I didn't really have anyone to go to at the time other than the yellow pages which is a crap shoot.If you mail 1000 info packs and assume even a 2.5% response rate (generating an inquiry) that is 25 calls. If you bid on half of them (12 jobs) and get half of those you now have 6 new projects to work on.Although my numbers were pulled from my nether regions I would think reality might be similar.SJ
*Jamie, I was just about to ask a similar question. I'm having brochures printed right now so I can do more of the kind of work I like to do. I'm planning to direct-mail or place brochures door-to-door. I will also mail some brochures to architecture firms and follow with a phone call to get a meeting. My reasoning is that architects work on bigger projects where there is plenty of money available, and that's where I want to be.
*Interesting. Usually, that kind of mail hits my recycling bin without ever being looked at. Stuff hung on my doorknob meets the same fate.
*What kind of mail are you refering to Don? Direct mail in general or obvious "junk" mail. Could yoube a lttile bit more specific and from what position are you speaking from? Asa consummer ,as an architect, as a contractor? I mean there is junk mail and there is "junk"mail. There is a real distinction between the two in my mind and a lot of it is how the piece is prepared, designed and delivered. I think the effectiveness of a marketing piece also depends on the market you are trying to reach too. Door knob hangers wouldn't get a second here but there is a lot of other stuff that does.
*Dan...the key is...if you just started talking to the wife about a new deck and then you found Pro Deks flyer on your door...No way would you toss that flyer out...and one look at Pro deks work on the web and you would be signing on the line.near the stream remembering one thing the early years taught me...timing is everything.aj
*Mass mailing has been my bigest sucess in advertising no brosure just a resume sent to people who want to hire a builder. how ?
*Thanks AJ-Mass mailings work great when your just getting started. Most lable companies can obtain information from tax records and sort by zip code,owner occupied,income, for specific areas.You should mail your fliers on a Monday or Tuesday so your customers get them before the Friday Saturday deluge of junk mail. Bob
*Never tried mailing cause I figured it would be too expensive considering I'm a one man wrecking crew. Five jobs a year and I'm set. Do you have the manpower to support your effort? How much do you think it will cost? Would it be worth the effort?
*Your welcome...Bob.near the stream still pursuing the purchase of Costa Rican plantation tree seedlings to watch grow up and become deck and dock stock.aj6" seedlings grow to 20' in 8 months...become decks in 8 years...Bob...Lets do it, we can visit the trees for a Breaktime in Central America Fest annually and definitely write all off, help save the planet and bring home our deck stock to boot...Win, win, win, win...at least I figure.
*AJ-Wow! never thought if it that way. Maybe a few rubber trees too so I wouldn't have to spend so much for tires."Decks/Docks/&Tires" Sounds pretty good.We could start a franchise.hehe Bob
*b The American Teak Deck & Dock Company...i We Grow our Own!Near the stream canning the tire add on...Gotta stay Focused Bob!aj...Homegrown in the Americas...ATD^2 Co.AT/DC...?More ad copy...Homegrown Costa Rican Blend...We grow and roll em ourselves...We're all adults now...but we still grow and roll our own...Let us do so for you...We're talking Teak that is...Teak trees, plantation grown for us in Costa Rica...Come with us at harvest time and you can hand select the trees for your deck or dock. Don't just build a deck...travel the planet, add to the future and enjoy your time on this planet and help future generations share in your......
*Tryin to stay near the stream but the dang thing keeps turnin into a lake. Too many dams.So tires are out,and we're back to mass mailings.I'm trying to stay focused but my 125's are missing and my arm's only reach out so far.I can hardly reach the keyboard.What was the question?
*The key to mailings is to hand write the envelpoe and have a stamp on it. You don't need to spend alot of money on whats inside the envelope. A simple trifold brochure on plain white paper and a reference list will do it. If they need your services they will call. The trick is getting them to open the envelope. If they see that pre sort crap on the front it will hit the recycle bin without being opened.
*What do you do if you are just starting out and only have maybe one or two references that are not related to the particular job you're bidding on? I am trying to build a picture portfolio as well but I'm stuck in a catch 22 situation. I need references to get the jobs but I can't get references without the jobs. what the hell do I do?
*Steve...Rarely have I needed references...To gain trust...work for people by the hour and bill them daily or at the end of the week...If you work under the table for cash...People hire carpenters all the time without references if you tell them they can get a deal paying cash and all...You need to go to realtors and commercial places...tell everyone you meet your life story...many people will offer you work the minute they find out what you do...at the gas station...the pizza parlor...you need to talk to people...everyone you can...strike up conversation when you see an opening...then get close to your subject...that you are available.near the stream,aj
*Mow lawns for cheap...get on peoples properties...snowplow...snowblow...shovel roofs...clean gutters...paint...pressure wash...Once you know enough of the right clients...five of them can give you work for the rest of your life...I worked for the same people for years at a time in the past.near the stream,ajRepairs and ongoing maintenance are goldmines...and they lead to remodelling and new home construction if that's your thing.
*Paint any small home for $500 one color. Medium 2 story $2200Pressure wash small vinyl sided home $125...a small office on a dirty main street, $225 including pulling out all the weeds in the cracks in pavement...Half day jobs...with a sign...talk to neighbors...ask the client to get you more work with friends and neighbors...
*I'm trying that. the other day in the post office a lady came in for her mail. the clerk asked if she wanted delivery to resume assuming they had stopped it for vacation or something. the lady say that no they just haven't got a mailbox up yet. so naturally I butted in (politely mind you) and told her that I could put a mail box in for her as I handed her one omy cards. she told me that she had been waiting on her husband to do it but if he didn't get it soon she would call. now I haven't heard anything and am assuming that she got her husband off his ass, but I got my shot in and also let her know the other things I do as well, ie carpentry, electrical, plumbing and just about anything else so it's not for a lack of trying. If I got one job for every hundred cards I've handed out I'd be booked for life.
*I thank everyone for their input on this topic. One comment made by Don Hamel, made me think a moment. He said “Usually, that kind of mail hits my recycling bin without ever being looked at.” I think Don has a point, however, Steve commented that people new to an area don’t know enough people to get referrals from. I recently moved, although I still live in the same county, I moved far enough away from where I use to live that I need to find a new dentist, a place to get my hair cut, a pizza shop, a deli, etc. I get all sorts of “junk mail” and I do toss most of it. However, if the mail is quickly identified as being from a dentist office or a pizza place, for example, I put it aside to take a look at. I think that if a home owner was looking to re-side their home or remodel their bathroom, they would likely do the same thing with piece of “junk mail” from a remodeling contractor, particular someone new to an area as Steve said. Also, I think it is important that the brochure look professional and convey its message very quickly. (I guess all those marketing classes I took as a business administration undergraduate might pay off after all!)I am looking in to the cost of getting brochures printed on heavy card stock. I am also considering a billboard on one of the major commuter highways leading into the area I want to target. My first fear in going into this business is that I will not have enough work to pay the bills, my second is what happens if these marketing ideas pay off to well and I have to much work. Although the latter may not be viewed as a problem at all, I know I will be tempted to take on more work than I can handle. My goal is to make this a business for me to run, not just a Job. I have been talking to two friends, one a siding contractor, the other a finish carpenter/custom cabinet maker, both say the continually have a problem finding good help. My hope, perhaps it’s a dream, is that I can find someone who either already does good work or is willing to learn, and eventually make them a project manager so I can actually build a company. If anyone wants to comment on hiring people please do so. Perhaps the first one to do so can start a new thread.As always, thanks for all the comments,Jamie
*jamie...specialize...Thats the key to lots of work..making money and hiring happy workers.near the stream,aj
*Jamie, if folks haven't said it already in this thread they've said it already in this forum, an important step in direct advertising is to qualify, qualify, qualify. From your posts it sounds like you got that point under your belt but it's wise not to forget it. And its consequences, e.g. what do you do after the lead? How many tires you got for them to kick?Here's what one contractor did with direct advertising in a new market ("Be a Successful Building Contractor", R. Dodge Woodson, 1997 McGraw-Hill):> To overcome the problem of not having a model or sample home to show people, I changed the types of advertisements I was running. The ads offered people a chance to have a new house built at a reduced cost by a builder who would pay them a monthly fee for the first year they owned the home in exchange for allowing the home to be shown periodically as a reference. I discounted my prices by 5 percent and offered buyers $150 a month for 12 months....By giving up a little in the beginning, I was able to get off to a fast start.That contractor worked in a specific niche (first-time new homes) but the lesson is there -- there is more to advertising than a business card, a brochure, billboards, or a 30 second spot during Monday night football. I think you must create value.chrs, George
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I have a few advertising question for everyone.
From what I have read, homeowners tend to spend the most money on home improvements within the first two years of ownership. This applies to both new construction and the purchase of older homes. In the area I live there is a lot of new construction. What is everyone opinion on sending targeted mailings to these neighborhoods. The mailing would be a professionally printed tri-fold brochure containing company information and services offered, such as basement finishing, and decking. I would also like to send the same type of mailing to some select older neighborhoods where I know there has been a lot of sales activity. The brochure in this case would target siding and windows, decks, and kitchen and bath remodels.
Also, a little off the topic, what is the customary or normal waiting time form acceptance of a proposal to start of construction date? Is one month to long?
Any thought and comments as always will be greatly appreciated.
Jamie