25. Google AdWords. Use Google AdWords to drive traffic to your Web site and increase your visibility. This can be thought of as the broadcast advertising of the Internet. Whereas search engine optimization tends at its best to drive qualified leads to your site, Google AdWords can give you much greater traffic that needs more qualifying. It will certainly make your phone ring, but it can be expensive.
26. Target advertising. Advertise in publications that specifically go to the clientele for whom you want to work. There is a plethora of high-style local social magazines. Most are mailed to the most affluent zip codes in your area. Some publications are offering excellent rates now.
27. Volunteer. Volunteer where it will expose you to your target market and demographic. Be a leader in the organization and honor the commitment you made to the organization. The close rate on these leads is generally higher than that for other leads.
28. Target middle-income, recession-proof households. Focus on those homeowners who are not affected by the economy and layoffs. These include people who would not typically fit your income profile for full-service remodeling. Police officers, along with federal, state and local government workers, for example, make dependable incomes and are thus more confident to make decisions right now.
29. In-Deed. Do a direct mailing to those listed in the deed-transfer section of you local paper. Choose the areas you wish to mail to and include references of past jobs. Statistically, new property owners are likely to consider remodeling and repair work.
30. Go to church. Not everyone searches the Internet or the Yellow Pages for a remodeling contractor. People, particularly older clients, still read church bulletins.
31. Don’t forget multi-family. Consider a mailing or a personal visit to condominium association managers and managers of multifamily rental properties. According to the Remodeling Futures Program at Harvard’s Joint Center for Housing Studies, rents are on the rise and therefore multifamily rental properties remain an area of strength in the remodeling market for improvements as well as maintenance and repair.
32. Home inspections. Offer home inspections and energy audits. Show them how repairs and upgrades can save them money and offer a payback at a better rate than a stock investment on the current market. The inspections don’t necessarily have to be free. Some remodelers are charging up to $500 for a full energy audit. This pays for your time in the field and many homeowners consider the service a bargain. Plus, they tend to view you as a real professional.
33. Money talks. File this one under the tried-and-true methods. Offer a cash incentive for referrals from previous customers via your newsletter, e-mail campaign, or any other methods you use for keeping in touch with past clients.
34. Keep up on warranty work. Fix small items for existing clients without fuss and they will always provide a referral or two.
35. Publish or perish. Self-publish a hardbound book that highlights your work. The expense might not be as great as you think. There are a number of Web-based companies that offer to publish limited-run editions. Make sure to use high-quality professional photography. The quality of the finished publication speaks to the quality of your work.
36. Open house. Invite the homeowner’s guest list as well as the surrounding neighborhood to a wine and cheese tasting part at the end of a great project. Homeowners typically love this as a way to show off their new place and to thank their immediate neighbors for any inconvenience and noise the project may have caused.
37. Become a talk jock. Radio is still effective, especially in small towns. See if you can host a remodeling talk show that deals with tips, products and ideas for homeowners. You may be able to do a remote broadcast if you have a showroom, or you can host the broadcast from the studio.
38. Think small. Focus your marketing on a smaller area. By concentrating your job signs, trucks and presence in a smaller area, you concentrate impressions, making your company seem larger.
39. Host community events. If you have space such as a showroom, host events like art showings that attract the kind of demographic you’re looking for.
40. Adopt a highway. Adopt a road in the area where you do most of your work. It keeps your name visible and creates goodwill.