“The other project was budget-driven and the clients were very specific about the look they wanted – it was to be very contemporary with vivid color. While this theme was absolutely not what you might put in this particular house, it still turned out spectacular,” he notes, adding that both projects won local and regional CotY (Contractor of the Year) awards.
According to Baker, the market he is in – as well as word-of-mouth business – reduces the need for an intense marketing campaign.
However, he quickly adds: “But we do recognize the importance of an ongoing marketing effort.” Therefore, Baker and Scofield have been running consistent ads in neighborhood newspapers for years, and they also have a full-page, four-color ad in the local NARI directory.
In fact, Baker cites participation with NARI as a key to increasing the firm’s visibility. “I have seen many companies join and then fade away in the 15 years I’ve been involved with NARI. But, you only get what you put in,” says Baker, who also currently sits on the Certification Board for the association.
The company also participates in the same “Home Show” every year and, according to Baker, this has added tremendously to the company’s “longevity and recognition factor.”
“I’ve had people come up to me at the show and remember that we’ve been attending for 15 years. Because of that, they decide to do business with us!” he notes.
Likewise, the company gains added recognition from its Web site, as well as a new venture: postcards.
“Quantum mail has a program that allows you to develop your own card and message online,” he explains. We mail a ‘We’re Coming,’ a ‘Progress Report’ and a ‘Project Complete’ card throughout the course of the project and put our contact info on them. We also do before, during and after pictures of the project on the cards,” he explains. “It’s just another great way to create brand recognition for our firm and enhance the perception that we own the neighborhood.”
D&J Kitchens & Baths, Inc. At a Glance
Location: Sacramento, CA
PrincipalS: Darius Baker, CR, CKBR, CEO and John Scofield, CR, CKBR, CFO, secretary
Showrooms: Two: Milwaukee, 4,200 square feet; and Lincolnshire, 1,800 square feet.
Hours of Operation: 8 a.m.-4:30 p.m., Mon.-Fri.
Number of Employees: 9
product lines carried: Authorized dealer for DeWils Cabinetry, Kahrs flooring, Anderson flooring, Wilsonart Flooring.
Design Specialties: Sell cabinets only to other contractors with installation, if required.
Design Software: Chief Architect, Easy Est and Quickbooks Pro for Contractors
Business Philosophy: “Committed to Customer Satisfaction”