The power of YouTube for a HomeGrown Contractor.
YouTube is the second largest search engine in the world. That means people will go to YouTube to search for the answers to the questions that they may have. Heck, you’ve probably done it yourself.
As a Home Grown contractor, how can we utilize YouTube to build our business?
One way is to make informational or entertainment videos with local search in mind. Videos that your potential customers will find.
Making YouTube videos will open up a world of opportunity for a motivated tradesman.
We don’t do YouTube to become famous content creators. We’re do YouTube to get our PHONE RINGING.
Here’s how:
A short with my local customer’s search in mind.
Make an educational video and simply attach the name of your city and state in the title.
Strategically name the video what you think someone would type into a search engine.
What questions do you think your potential customer would have? What do you think they are typing into a search engine before they hire a contractor?
I’m a tiler, so, I would name my video---“Bathroom tile installation: Woodstock, GA.”
This works incredibly well because YouTube is owned by Google and Google search stocks its “video” tab with videos directly from YouTube. Your video will get picked up by Google search, usually within minutes. WELCOME TO GOOGLE!
Make a video and post it to YouTube targeting local search and key words that your customer would search…go to an “Incognito” tab on your search engine and type in your video title--it will more than likely show up on Google within minutes of publishing.
If you create a good video that is helpful to Google’s user base---it will live on Google for a long time. Usually until someone else makes a better one.
The key is to be helpful to Google’s users!
People go to Google for help and Google will reward you if your video delivers that help.
An important aspect of this marketing technique is a call to action on your video and all the information a Google user needs to contact you.
This is where we want to embed our smartly designed logos on all our videos. I advise people to have a logo that covers the who, what, where and how.
Who you are. What you do. Where you are. How to get ahold of you.
All of those factors should be on your logo so you can embed that on all your videos and it will act as a call to action.
Even simpler is a “Follow us” icon. Have your username and social media icons on a “follow us” icon. That icon can easily be made on photoshop, but I recommend hiring someone from Fiverr to make you one for $20.
If you’re motivated, TODAY, TODAY, TODAY…you can start making videos with your smart phone.
You’re doing your work…bust out your phone and film it.
Keep it under one minute so you can use that video across all platforms. You don’t even have to edit it if you can get it in one shot. Use your phone to embed the “follow us” icon on the video. Upload that video to YouTube, with a local search friendly title…BOOM. You’ve done your first YouTube video.
If you need quick help with any of this, contact me…or, imagine this----you can search YOUTUBE!
You won’t be a pro at it immediately. But I just spelled out the road map to getting your business on the 1st (Google) and the second (YouTube) biggest search engines in the world.
You have the equipment in your pocket. You have the technology. Now it’s time to start doing it. Get away from that BOSS you’ve outgrown---BECOME the boss by doing boss activities like starting a YouTube channel…Have access to millions of new customers…with your PHONE and a free APP.
I know you can do it.
HOMEGROWN CONTRACTORS. Building your future from the comfort of your own HOME!
Stop being CONSUMERS of content and start CREATING content. Consuming sucks time and brings you nothing…CREATING makes you money!
Now get to it!
How to become a guest on a podcast.
Over the years, I’ve been on many podcasts. I’ll post a few of them below. I also produce a podcast for my remodeling company---but that’s not what I’m writing about today.
Today, I’m going to explain how to become a guest on a podcast and why you should want to do this for your business and brand.
I’ll start with the why…As business owner we should want to be guests on podcasts and internet shows because it brings credibility to what you say and do. The guy on the screen naturally has more influence than the guy who is not.
Being interviewed gives a business owner an air of importance that you wouldn’t have otherwise.
Someone on the internet wants to ask YOU questions about your life, career, business or skillset. That’s a big deal.
It’s amazing how many modern people listen to long form content.
When we’re interviewed online, we potentially get to interact with a new audience and you’ll hopefully connect with them. At that point, a sale will be much easier.
Let’s keep it simple--- No publicity is bad publicity.
Get yourself out there talking about what you know, be gracious and kind. Be interesting. Take that content and promote it.
I’ve gone over the why, let’s talk about the how.
How do you get on a podcast? First off, ASK! Ask people who have a podcast to be a guest!
Let me simplify:
I’ll explain how I got on a recent podcast…
It started with interacting on social media. I’m on social media and I interact with different accounts in my niche. I don’t post and ghost.
I jumped in the comment section of a big tile account that was looking for a debater. I have a small name online and others thought it might be interesting. I was in the running with 3 other people for the appearance.
I believe what set me apart was that I was EASY to work with. The guy organizing the debate contacted me by direct message through Instagram. I immediately responded and gave him my cell phone information…he called…I immediately picked up (even though it wasn’t the best time) I talked to the organizer and “sold” him on the idea of me being on the show.
I used all the sales and communications skills I’ve learned over the years and I simply sold myself as the best option for the appearance. We need to self promote! We can’t be afraid of tooting our own horn! I mentioned that I had all the microphones and camera equipment and that I was ABLE to do the appearance. Don’t be a pain in the ass. Don’t make it difficult. This goes for ANY “sale”.
Next, when I got the call to be on the show…I remember the organizer asked me to send him a picture looking like I was going to be in a “fight”. I was sick as hell, cough, sneeze, stuffy nose…Didn’t matter…I brought the wife upstairs and within 15 minutes I had pictures sent to the organizer for him to make his promotional material.
The organizer gave me the date, I was ON TIME and PREPARED with a PowerPoint presentation and ready to debate the topic.
We want to be easy to work with. That’s big.
We also want to form relationships with different podcasters. I’ve been on a show called TileMoney, many times. I formed a friendship with Luke, the host…and it just seemed natural that I would be on his show. It was a small show the first time I was asked on…He was a beginner at podcasting, I was available and easy to work with…so he had me on.
That might be another tip here…start with a small show. We’re not going to get on the biggest show the first time. Start small, get your feet wet and become a viable interviewee.
I also believe that you have to be “interesting” in some way. Don’t shy away from controversy in your postings. Consistently post and make them count. Have an opinion, be someone that deserves to be listened to. Build a cool brand.
I want to say it again, no publicity is bad publicity. Get yourself out there.
One thousand people have watched or listened to my podcast debate I did recently. Imagine one thousand people in a room listening to me talk. That’s something I believe you can do too if you put it on the “to do” list and start working towards it.
Then, you have content that you can use on your own promotional channels. Your clients may look at you a little differently. You’ll be able to get your message out there and differentiate.
Don’t be AFRAID to SPEAK. Anyone that will be scared away by your words is going to be someone that you wouldn’t want to work with ANYWAY. If you help one person during your interview, that will come back to you tenfold ---and that’s something that I’ve learned from my many podcast appearances.
It is worth it!
My most recent podcast appearance.
My appearance on the biggest tile niche channel on YouTube.
My topical appearance on Tile Money with my business partner.
My first ever podcast appearance.
Holiday Cards: Find out why YOU should be sending them!
Every year, for the last six, I’ve sent out Holiday cards from my remodeling business.
Receiving mail is still a THRILL!
Every customer we’ve ever interacted with gets one.
Not only are they a way to spread Holiday cheer but they’re also a great reminder of your business’ existence.
It’s an opportunity to remind your former clients that you’re still available to fulfill their needs.
Every year that I’ve sent out Holiday cards, I’ve gotten at least one project from a past customer.
So, my $200 investment for 100 cards, stamps, envelopes and return address stamps…always pays off with new business from a former client.
We know for a fact our former customers are an untapped resource, so every year this is the way I remind them that we are still in business and we still want to work for them.
My original customers have six versions of our Holiday card! What a FLEX. It’s a FLEX because it shows my business STABILITY and STAYING POWER.
“Wow, these are really solid guys!”
Yeah! The fly by night, man and a truck isn’t sending out Christmas cards!
Every year I send one out to the builder we worked for long ago who let us go because we wanted more than he was willing to offer. I love the idea of this guy opening the card and seeing that we’re still out there, doing good business! HAHA.
Holidays should be seen as an OPPORTUNITY.
Only savvy business people take it!
Just like the Holidays are an excuse to contact that family member you haven’t in a while, it’s the same with your former customers. Holidays are a good reason to say “hello!”
Here’s the step by step on how to easily get this done:
Around Thanksgiving I will find a picture of my partner and I from the previous year. I use VistaPrint.com’s very easy Holiday card ordering site. I chose something that I like—- you’ll have to decide if you want to do “Christmas” or “Holiday…I usually do “Holiday” just in case it doesn’t make it by Christmas and also because you never know what your homeowner thinks of Christmas. “Holiday” is certainly more homogenous.
Order the cards for everyone you’ve ever worked for. All your suppliers…People that you want to work for…let’s say, 50 card, 50 envelopes.
Order return labels with your logo on them.
I order Avery 18262 labels and use the Avery 5162 word template…on that template I type in all of my customer addresses. Save this in a file on your computer for future usage and add to the label files every year, all your new customers.
Get 50 (or however many you need) Christmas themed stamps.
Put the Christmas cards in the envelopes, personalizing them with written thanks and messages (if you want) seal the envelope, put your return address on it…your printed customer address and your stamp.
This usually takes me about 2 hours every year for 100.
The first week in December, I go to the post office and put these cards in the outbound box.
I’ll tell you guys, this is usually my PROUDEST MOMENT of the year!
My company made it ANOTHER YEAR! We are still here!
I know 5% of remodeling businesses are doing stuff like this. It shows appreciation for the support of my customers…it shows them that we are DIFFERENT and that we CARE.
Even if they don’t bring us on for more work…It humanizes me and let’s them know that their support is APPRECIATED.
I recommend that you guys send out Holiday cards---I do Christmas, end of the year cards…Maybe try THANKSGIVING! That would be an UNCOMMON card to receive in the mail! Receiving physical mail is still exciting and nostalgic for people and I personally still get excited to receive mail.
Yup, some of these cards will go straight in the trash. Facts. BUT a couple of them will remind your past customer that they’ve been thinking about needing some painting, or drywall, or siding, or tile…
On top of that…it may just put a smile on your customer’s face that they made the right decision in hiring you all those years ago!
Why you should Train your homeowner.
I heard an interesting term this week that started me thinking:
DESIGN CONTROL.
Design control is extremely important in what we do because the design impacts the overall finish and performance of whatever we are building.
As tilers, we’ve all worked for builders or designers.
The main problem I’ve noticed working for these folks is that when I show up to start tiling, often, what they want doesn’t work IN PRACTICE.
That 50% offset with a cupped tile, that marble in the shower floor that we know won’t work out…that fake cementitious stone on the back wall of the shower…
That piece of crap MOSAIC TILE, those terrible plumbing fixtures installed incorrectly, that TILE BULLNOSE, terrible framing, lack of flatness, every variety of F UPs that screws over the tile installer and makes us lose time and money ----all the AVOIDABLE events and practices that make us CRAZY…
As a tiler, you know what I’m talking about.
We show up and “everything is ready” …we know, based on our experience ---that these are HORRIBLE finishes in a bathroom and they’ll have bad results.
I used to think to myself…”Did no one ADVISE these homeowners as to the best, most functional, lowest maintenance, best looking option? Where did these people get this bad idea? Should I go upstairs and find the homeowner and talk them out of this? Should I walk off the job? Should I call the builder? Why did no one talk to me? Are these people QUALIFIED to run a project?”
Here’s the problem:
THE PERSON BEST SUITED TO ADVISE THE HOMEOWNER, DID NOT HAVE “DESIGN CONTROL.”
This is why we work for ourselves ----and as tilers, we’ve formed our own remodeling business that handles all aspects of the bathroom remodel or tile work generally.
Because WE are best suited to advise these homeowners.
Not the designer girl who thinks it “looks pretty” Not the “yes man” middleman builder guy. Not the $15 dollar an hour guy at Home Depot…not HGTV----US. The people with the training, the people who are installing the material, the people who have the homeowners’ best interest in mind.
When MIKE HOLMES FROM THAT “BUILD IT RIGHT” show does work for people, do you think they QUESTION HIM or try to ruthlessly cut down his fees? OF COURSE NOT! He’s the expert and probably someone they already TRUST.
We’re not selling tile; we’re selling an overall finished product. We want our finished product to LOOK GREAT, TO FUNCTION as it should with LOW MAINTENANCE and to also last a LONG, LONG TIME.
We’re not looking for a CHECK, we’re looking to serve our people and protect their interests---that they might not know they even have.
I’ve found over the years that becoming the EXPERT and TRAINING our homeowner FROM THE START---is the best way to have DESIGN CONTROL.
WHY DO WE TRAIN OUR CUSTOMERS???
· We want them to be on board with our work habits. When do we work? When do we show up and leave.
· How do we expect to be paid and when?
· What does our tile work look like and what makes it better and therefore, worth more money?
· We want them to know how the project is going to progress. We want them bought into OUR process.
· We can train them to believe that what is BEHIND the TILE is TRULY most IMPORTANT!
Training your customer for design control is also MOST PROFITABLE.
I’ve lost tons of money and had lots of down time because I’ve had to switch material on the fly, or I’ve had to change plans because most builders and homeowners DON’T KNOW ANY BETTER.
That’s what we’re trying to avoid----- with CONTENT.
We’re making CONTENT so that we are the first MENTAL INPUT a homeowner sees.
One evening, the husband and wife decide they want to remodel their bathroom. They start GOOGLING.
What happens---they stumble on YOUR CONTENT. Your worldview, your building practices, your product and service are THE FIRST THING THEY SEE.
At that point, you are their FIRST INFLUENCE. YOU ARE AN INFLUENCER.
They read your blog…they see how you do things; they watch your EDUCATIONAL MATERIAL and learn WHY you do things…
Okay, they get offline, and they start shopping for tile…That salesperson at the tile store doesn’t have the SAME INFLUENCE they would otherwise, if they hadn’t seen your content.
They now have a trusted expert in their corner. Simply because they stumbled upon your content early on in their “design process”.
Americans naturally trust the SCREENS in their life. THAT’S why we make content. That’s why even with a small audience, real content has a great deal of POWER over a person’s mentality.
Now, imagine your content is locally SEARCH ENGINE OPTIMIZED and that homeowner who was Googling can call you and talk to you…you’re the guy from the YouTube or IG video…and they’re ACTUALLY TALKING TO YOU….Imagine the INFLUENCE you now have.
Wow, decisions are made easier…the distrust is gone…They know WHO and WHAT they’re going to get.
I’m sick and tired of people who KNOW what’s going on, being the LAST person consulted---the LEAST trusted.
Nothing worse than dealing with a homeowner WHO THINK they know how things go because they’ve already been TRAINED--- by someone else.
The “yes man” is training the customer to be a pain in the butt.
YOU, YOU, YOU want to train your homeowner FIRST AND FOREMOST. You want to be the FIRST person they see…the one who makes the most sense…the one who points out PROBLEMS THEY DIDN’T know they HAD.
We do this by becoming a small scale (or large if you’re good enough) internet influencer. A CONTENT CREATOR. Instead of a content CONSUMER.
The people who care about HOW things are built…the CURIOUS ONES pay more and are EASIER TO WORK WITH.
They value your input and allow you to build YOUR consistent finished product. There’s no convincing, they trust you to do the right thing.
Be TOP of mind, Be FIRST to influence---don’t be the tiler that depends on the builder who knows JACK DIDDLY ---to train your customer. Don’t depend on others to train your customer.
WE need to be the first to INFLUENCE and ADVISE our customers.
STEP UP TO THE PLATE and do it YOURSELF. Do it BETTER than the DESIGNER AND THE BUILDER and TAKE THEIR CUT OF THE MONEY--- OFF THE TABLE.
THIS is why EDUCATIONAL, online, contractor content is so IMPORTANT ---we get to INFLUENCE FIRST and we EARN THE RIGHT TO DESIGN CONTROL, which makes us more money and makes our lives easier! ADDED BONUS: THE HOMEOWNER IS WAY MORE HAPPY TOO.
Online marketing- Like brushing your teeth!
Your online marketing routine should be like brushing your teeth.
Every day, sometimes twice!
If you’re not brushing your teeth every day, quit reading and go do that!
I digress!
REPETITION. Like shooting a free throw or a jump shot…it takes regularity to become an expert and see results.
Like so many other things in life, CONSISTENCY is key to online marketing. There is no rule about how many times you post! On social media, Google, your website…Keeping the content fresh and new allows for the customers to see that you are an active business.
We keep fresh, interesting, entertaining, educational content constantly cycling through our online platforms and slowly (or quickly) build a follower count.
This group of people that follow you may not be buyers TODAY, but being regularly reminded of your existence and being “top of mind” will often inspire them to work with YOUR business when there are many other options available.
That is the beauty of online marketing.
Potential customers go on Facebook, Instagram and other social media outlets daily and we’d like them to see our content when they are ready to buy.
Customers see your content regularly, you become the trusted expert. That leads to a much easier sale because the viewer is “pre-sold”. They know who you are and what you do…they have a good idea of what they’ll get. That adds another layer of security and trust.
Imagine meeting a prospect who has been watching you for years, doesn’t need a sales pitch ---they just want you to come to work and they easily hand you a check!
That’s the power of online content consistency.
We also stay consistent because we are building HISTORICAL DOCUMENTATION. An ONLINE JOURNAL documenting everything our companies have been doing over the passage of time. Imagine two companies, side by side…one has built up their online footprint. Their “online journal” is PACKED with content…the other…has nothing.
Which one is more valuable? We’re making our companies more valuable and more legitimate by building a massive online footprint. The public knows who we are and what they will get.
Say it with me…CREDIBILITY.
Regular online posting adds credibility because you are the type of person that sticks to things. You’re the type of person that, rain or shine, good days/bad days…you’re posting to promote your business and educate the public.
You’re also providing a SERVICE to the public by posting educational content to compare to other outfits in the market. A company that provides educational and informational content is a SERVICE to the public.
You’re a homeowner searching for a bathroom remodeler. You know NOTHING about bathroom remodeling…it’s a reality that there are dishonest businesspeople out there. You watch informational content online and because of that content you are armed with knowledge, so you don’t get ripped off by a bad business.
THAT is a SERVICE to the public.
So, what are examples of online posts that we can regularly make?
· Photos
· Videos
· Infographics
· Blog posts
· Advertisements
· Testimonials
· Inspirational quotes
· Memes
Where can we post our content?
· Our website
· Our Google business profile
· Our blog
· YouTube
· Tik-Tok
· Linked In
· Next Door
What do we post about? Where do we find the IDEAS?
If one is not a naturally “creative” person, this question is a challenge, but let’s be realistic—if you do a thing, you can always put a camera on a tripod and take a picture or a video of what you’re doing. This is the simplest form of content.
Take the picture or video and write an ad based on the picture or video. Then you may ask, where do I get the idea for the ad?
The easiest place is to figure out who you want to work for and speak to that specific client’s needs. You have an idea of what people complain about---bad work, things breaking, unreliable people---create your ads to counter those thoughts.
I like to keep a business book handy where I can get fresh ideas when crafting ads. Any sales or marketing book is PACKED with different topics to talk about to attract your ideal client. Put that couple sentences of text under a photo you or your work…DONE.
With any piece of content ALWAYS have a call to action:
“Visit my website.”
“Give me a call.”
“Look forward to hearing from you.”
Be sure to have your business logo embedded on the photo so it’s RECOGNIZABLE amongst a SEA of other photos and videos online. In a perfect world---your logo will have
· What you do.
· Where you’re located.
· Your website or phone number.
These items would preferably be PROMONENT on the logo, so they are easily seen when people stumble across your online content. We want to make it easy for people to see us and contact us.
“Oh, this company is local to me, I’ll give them a call.”
“Oh this company does what I need, I’ll call them.”
So, imagine…EVERY DAY---EVERY OTHER DAY---posting to the internet. Without faltering or failing. Simple content, complex content---CONSISTENCY IS KEY. People are reminded and your company is TOP OF MIND.
You’re also getting valuable practice in content creation. Don’t pay somebody else to do this when it’s something you can make a habit of and gain a skill.
Another thing to keep in mind is that all of these online platforms Google and all the social media platforms---they like when you USE their platforms. They will promote the user accounts that are regularly utilizing their platforms.
“Posting and ghosting” does not work. INTERACT with any account that INTERACTS with you. Follow accounts within your niche and interact in the comment section, if you’re using social media for promotion!
Most importantly, again, keep your online content fresh and interesting. Be active and provide value through your online presence. This will build credibility, which will help more people and make you more money.
There are many SKILLS that need to be developed to be able to build the content to post consistently.
· Photography
· Video editing
· Copywriting
· Social media management
· Graphic Design
· Blogging
· Website building
Every social media platform has an essential knowledge base and every skill listed is a RABBIT HOLE of education. We don’t need to be EXPERTS at any one thing, we simply have to have a “Talent Stack”.
A talent stack is a concept created by the Dilbert cartoonist Scott Adams. It’s the idea that you can combine normal skills until you have the right kind to be extraordinary. Get “just good enough” at a lot of different things to become a force, overall. We don’t have to be experts at graphic design or web site building, but we want just enough competence in those things to make it work for us.
REMEMBER:
You are a MARKETER now. Not just a laborer or a skilled tradesman, but a marketer.
Instead of spending your time DOOM SCROLLING, CREEPING ON THE EX-GIRLFRIEND, CHECKING IN ON THE NEWS, GAMING, LOOKING AT ALL THE THIRST TRAPS, SHOPPING..
Whatever you do to WASTE time online…
Now you put that time into building your business, the operation that MAKES YOU MONEY.
It’s a complete MENTALITY SHIFT, but you are a BUSINESSMAN now. This is what we do. We attract the people we want to work for and close business with them FOR MONEY---repeatedly.
Post and repeat.
The Gated Community
I shouldn’t have to tell you: YOU DON’T WANT TO WORK FOR EVERYONE.
My technique for marketing and sales is not casting a wide net and catching any “fish”.
I want to teach you to be very selective about the “fish” we catch. One hook, one fish. The biggest, TASTIEST fish!
These stories are quite common in construction---“Man, that customer was such a pain in the butt! Constantly nit picking my work, late on payments, just a real pain!”
We often find homeowners with a MENTALITY that is CORRUPTED.
Corrupted by bad experiences with past contractors, corrupted by Mom or Dad, corrupted by a horrific motorcycle accident, burned by men, cut off in traffic by a man with a truck and tools in the back. DOES NOT MATTER!
They think contractors are out to stiff them, constantly looking for “the deal”, they act as slave drivers…just an overall bad attitude.
If you’ve been in business long enough, you know the type!
Don’t be surprised when I tell you, WE WANT TO AVOID THOSE PEOPLE. You DO NOT have to work for anyone and everyone that calls you!
We want to treat our businesses as a GATED COMMUNITY.
Gated communities put up that big, fancy gate in front as a way to exclude the riffraff and the troublemakers. They have a security house in front to protect against THIEVES, SOLICITORS---bad people that would harm the people INSIDE the gate, behind the walls.
My proposal is that you treat your BUSINESS like a GATED COMMUNITY!
I support your business being EXCLUSIVE not INCLUSIVE.
Why wouldn’t you protect your mental, emotional, spiritual and physical state from bad actors in the open market? People that will keep you up at night. Customers that will run you ragged and not allow you to run your style of business. Customers that don’t APPRECIATE you.
People that want an ASYMETRICAL RELATIONSHIP with the people that work at their property. They want to be the boss barking orders while the tradesman is LUCKY to have a job! The type of folks that will have their contractor walking on eggshells.
You don’t want to work for EVERYONE.
Mostly, you want to find and identify the customers with the right MENTALITY. A mentality that allows you to run a proper business, to work in a healthy way, to get paid a family wage, to get paid profit, to use the best material, to build to last, to take your time. A mentality of APPRECIATION, UNDERSTANDING and DIGNITY.
They’re out there!
So, how do we turn our businesses into a GATED COMMUNITY?
First and foremost---we have HOOPS for new prospects to jump through.
“So, Ben, you say you want me to make it HARD for a new prospect to hire me?”
No, not necessarily. I want you to put up BARRIERS FOR ENTRY into your business circle. This is part of the INTERVIEW PROCESS that you’ll put your potential customer through. They’re no longer interviewing YOU; YOU’RE INTERVIEWING THEM! Because they are lucky to have YOU. A competent, hardworking, trustworthy, great businessman that has their best interest in mind!
So, let’s implement a step-by-step process for onboarding new clients and treating your company like a GATED COMMUNITY:
· Voicemail only phone line: Many coaches will advise that you pick up every phone call as soon as it comes in. That method is a good way to get hooked up with the worst kind of customers. The kind of customer with a high time preference,(I want it NOW) the kind of customer that is used to BULLYING the people that work for them.
No, no, no. We set up a voice mail line with a pleasant, short message---advising that you are working in the field and that you need them to leave some simple information. That you will call them back within 24 hours to discuss the project.
This voicemail line does not go to your PERSONAL cell phone, maybe use a Google voice number (free) I’ve used Grasshopper as well that has a few added features like automatic texting that I find helpful. What’s worse than being called by strangers off the internet when you’re doing something else like working on a project or spending time with your family?
Any customer that is serious about having YOU work for them, because they’ve been pre sold by your online marketing or they received a really good referral ---will gladly leave a message and wait…if they have such a high time preference, you know---the “I need to have it RIGHT NOW” type of person…If the potential lead is this type of person..YOU DON’T WANT TO WORK FOR THEM ANYWAY and guess what, YOUR GATE WORKED!
Re-read my chapter on sales qualification questions because once you hear the voicemail, you will determine a time when you can sit down, feeling your best, in a quiet environment to put them through your initial sales qualification process…and if all goes well, to make an appointment. You’re not doing this with tools going off in the background, your not doing this with your children screaming in the back ground…you set aside a specific time to do your callbacks.
· An online form for new prospects: The best customers will always fill out a well thought out online form. They will give you all the information you need to sell the job to them in the online form---you can frame your conversation with them based on the information they gave you in the form. If they tell you they want tidy, clean workers in the form….talk to them about a situation where a past customer praised you on the cleanliness of your jobsite…CRAFT you sales presentation based on what they’ve told you on the form.
The type of homeowner that fills out an online form is usually going to be people that don’t want to waste time with the traditional manner of doing business and finding a contractor.
It actually works great for them, because it allows them to gather their thoughts on the project in a way that many other companies will not have them compile.
Your form will have a spot for them to put their physical address, so you can google it and find their home value. You’ll know if they can afford your services based on their address.
It will have a place for when they want the job completed, so you’ll know if timeframe will be a problem.
It will ask them what they’re looking for in a contractor…so if they say “FAST AND CHEAP” you’ll know that’s not the customer for you, for example.
It’ll have a place for their BUDGET---so you can talk frankly and upfront about that…
It will also have a place PICTURES…so you can talk to them on the first phone call about what issues you see. Being able to see pictures streamlines the onboarding process, massively!
Every advertisement you make will have a call to action directing them to fill out the online form…your website will re-enforce that you want them to fill out the form…
Your GATED COMMUNITY requires new prospects to FILL OUT A FORM so you can make a quick assessment as to whether you can help them.
· Use a consultation fee for in home estimates
This is the most difficult thing to stick to. Fees for in home estimates are extremely uncommon in most markets.
I don’t need to tell you that every in home estimate, costs your company money.
Often a significant amount of money. If you’re an owner operator, you usually have to drop what you’re doing that actually makes money, to go see something that has the POTENTIAL to make money…
Your time is valuable and if we’re talking about keeping the riff-raff away, the people who don’t or won’t pay---a consultation fee is a sure way to do it.
It can be called a “Pre- construction services fee” a “design fee” there are many ways to do this, but the key is to load up value on even TALKING to you, because you are that much of an expert.
If you’re serious about preserving your time and treating your business like a gated community, the consultation is like the guard at the gate house!
· Clearly state WHO you’re wanting to work for in your marketing. Every company has a mission statement. Yours should be one that NAMES the exact CHARACTER of the person you want to work with.
“If you care about HOW your project is built, we want to work with you”
People that have that character know what that means when they read it! The ones that don’t will generally eliminate themselves and not call. That’s what we want.
In all your video content and advertising, you’re baiting your hook in a specific way to attract the fish you want and scare away the ones you don’t.
Make your content so REPULSIVE to people with a bad mentality, they don’t even bother you.
Sometimes that is as easy as putting your “brand” on every picture…A certain type of person will look at that and think “too expensive” and move on!
It’s a sad state of affairs, but “being professional” will discourage the riff-raff.
Every ad, I want you to ask yourself WHO IS THIS FOR?
· Be the highest price in your market. In order to have the highest price, for fairness sake --you have to have an excellent product and service. You screw over the whole industry if you charge high prices and people aren’t happy with you and what you’re doing.
My experience has been that the CHEAPEST PEOPLE are the hardest to work with.
The people that PAY THE MOST---if you can deliver on your promises---are going to be the best customers you’re ever going to have.
People that pay more value their contractors more, because there is a LARGE NUMBER attached to what the contractor is doing.
Yes, you want people with CHEAP MENTALITY scoffing at your price. You PROBABLY just avoided a PROBLEM. “You think I’m too expensive? Good, I think you’re too cheap.”
Part of treating your business as a gated community means you chase off CHEAP people--- with your high prices. You actually value yourself and your business—you know it helps the people you interact with—you respect yourself…your high prices are worth it. Your SANITY is worth it. The business you’ve worked so hard to build…IS WORTH IT!
It's FANTASTIC to be seen as the “expensive” company, because cheap people will not call you, wasting your time trying to figure that out!
I want you to remember, this technique I’m mentioning is going to require that you have A LOT OF LEADS COMING IN and that you also have a surplus of work…it is EXTREMELY DIFFICULT to do this technique and be DESPERATE for work.
You will find that the hardest thing for you to do is STICK TO YOUR PROCESS when things slow down a bit.
PUBLIC ONLINE CONTRACTOR CONTENT, quality work and good service will build your business to the point where you have CHOICE in who you’re working for. That’s what we want.
We have to, have to, have to keep the riff raff, the trouble makers AWAY from our businesses. Even when we CAN service these people, it’s not worth the chance. People with a screw loose need to be kept away from our precious businesses that we’ve worked so hard to build!