What do you think? Would that ever happen? Hope I got your attention with the absurdity of that headline! At our home, we do get cold calls from contractors, but I would never recommend this strategy.
Alternatively, there are 2 marketing approaches that work great for contractors.
First are Keep in Touch strategies I’ll call Referral Marketing.
When you build trust and relationships with the people and clients you know, the result is referrals.
This approach includes building relationships with architects.
I’m not suggesting you do everything listed below. Rather, I’m listing the kinds of marketing that work for the residential contracting industry. Start with one strategy at a time and do it for a few months before adding another.
Referral Marketing strategies include:
newsletter to friends, clients and prospects
cards and postcards to past and current clients
an annual party
home project completion party for neighbors
networking and relationship building with architects
lots of testimonials
high quality photos
Second are a set of strategies called Attraction Marketing.
These barely existed 5 years ago. These will work better for established and successful residential contractors who have an abundance of top notch photos and lots of testimonials. With this approach you are attracting new business from prospects who don’t know you at all.
Attraction Marketing Strategies:
postcards to affluent zipcodes
Door knockers in neighborhoods you are working in
lots of testimonials
You can try cold calling, but’s it brutal and you won’t have much success. Hiring a contractor is a lot like hiring a financial advisor. For most people their home is their biggest investments. They want to work with someone they know, like and trust, not some dude who calls out of the blue.
Karen Nierlich is co-owner and web marketing consultant at Almost Everything Web and Marketing Services. Call her at 510-527-9920, if you wish to discuss a website or marketing for your high end residential contractor business. You’ll also find several one page articles about marketing for general contractors in this blog. Take a look around.