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Selling the Difference Marketing materials that "Sell the Difference" |
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Alure has a brochure that promotes their PartnerPoints referral program. Clients earn PartnerPoints on both the contract price of any completed job with Alure and the price of any completed jobs resulting from their referrals. Once a client earns 200,000 points, the client earns a weeklong, all-inclusive paid vacation for two to Cancun. Once Alure customers earn 100,000 PartnerPoints – half of what’s needed for their Caribbean vacation goal – they earn a “Fun Certificate” worth $500 toward a family outing such as a trip to the amusement part or a weekend in the mountains. The PartnerPoints program works well for Alure because repeat customers and their referrals are its key revenue source. The “Alure in the Caribbean” brochure features photos of clients that earned enough PartnerPoints to take advantage of the free Cancun vacation.
Classic Homeworks Classic Homeworks places these job signs in their clients’ front yards. Hidden from view is a plastic tube that holds flyers specific to that job. “People who walk or drive by,” says Kim Hoyer, marketing director, “can pick up a flyer and take it home, then get online or call us to learn more.” The plastic tube is also used to hold flyers promoting their "Secrets to Remodeling Your Older Home" seminars. “We just started holding them and have found them to be immensely successful,” says Kim Hoyer of Classic Homeworks. “We bring about 16 people into our office and walk them through the remodeling process.”
Father and Son Construction
Gilday specializes in large-scale, multiphased renovations that “hover near or well above the $1 million mark,” according to its press release. Their photo handout of an award-winning whole-house remodel, created to accompany a press release announcing the award,emphasizes the scope and quality of their projects.
This page from Mark IV Builders’ presentation book discusses the homeowner’s financial and emotional investment involved in undertaking a remodeling project. " Mark IV sells its difference by emphasizing the company's teamwork approach to partnering with clients and making sure they are satisfied with their investment." |
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Christian Roofing and Remodeling According to Stephanie B. Zehna, marketing director for Christian Roofing and Remodeling, the company’s written proposal/estimate form sets it apart from the competition. “Unlike the estimates we’ve seen from competitors that are scratched on a business card,” says Zehna, “ours spells out exactly what the customer can expect from us before, during and after installation.” Designline
DesignLine sends out neighborhood postcards to the 100 to 200 homes closest to a current job, timed at critical points during and after the job. Typical messages include: “We’re in the neighborhood,” “We’re halfway done,” and “We’re finished – take a closer look.”
The DesignLine postcards mention that the nearby project is on schedule; that DesignLine hopes its work hasn’t inconvenienced you; and, of course, that DesignLine would love to discuss any renovation ideas you might have for your home.
DesignLine’s quarterly newsletter features photos of recently completed projects, subcontractor profiles, and educational articles about the remodeling process. DesignLine mails its newsletter to a database of current and past clients, as well as subcontractors, vendors, local bankers and real estate firms. Their direct mail efforts raise brand awareness and set expectations of professionalism and quality.
If the local newspaper runs a positive profile of your company, as happened to DesignLine, include it in your presentation kit to clients. It’s a great way to establish your credibility.
Home ReBuilders sends out a company newsletter, “The Blueprint,” two to four times a year. This issue of “The Blueprint” features high-quality photos and information about what’s available in Home ReBuilders’ showroom. The newsletter also refers clients and prospects to the Web site for answers to their specific remodeling questions.
According to Karen King, director of marketing at Home ReBuilders, the company’s list of questions to ask remodelers “provides our answers, so a prospect can compare each of the contractors that they speak to. It not only gives them an apples-to-apples comparison, but also may reveal to the prospect what type of company they are going to be more comfortable choosing.”
The magazine reprint features photos, the before and after floor plan, and a short summary of the actual work Home ReBuilders completed for the bath project. |
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 Transformation of a 1950's Ranch House into an EarthCraft House™: Icynene® was a cornerstone in this cost-effective remodeling project. The key elements in this feature home were to improve indoor air quality and increase energy efficiency. This Old House® Unlocks its Doors for 25th Anniversary Designer Show House: Icynene® insulation and air barrier system helped rejuvenate this home to modern standards by delivering increased energy efficiency and improved indoor air quality. The dramatic transformation of this 1849 Greek Revival farmstead into a classic home with historical depth will provide renovation and design ideas for everyone from the simply curious to the industry insider. Retrofit Without Sacrificing Retro Style: Icynene® injects high performance building technology into the 2003 model reMODEL project home to maximize energy efficiency while preserving its original architectural details. |
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