Marketing method mashup

The right mixture of standard, old school marketing methods combined with modern, high-technology electronic marketing continues to be a winning combination for remodelers.

Similar to the results reported last year, repeat and referral business remains the most common source of business for remodelers. However, social media and websites are gaining momentum as these methods are generating even more business for remodelers.

“Marketing via the web is the future. If your company is not Web-savvy today, you will certainly fall behind the leaders,” commented one remodeler.

Many remodelers still rely on the tried-and-true referral and repeat customer business.

METHODOLOGY

185 remodelers responded to the survey via the Internet. Participants were a random sample of subscribers to Professional Remodeler print and digital editions.

“Quality work that spreads via word-of-mouth from existing client to new or potential clients. This keeps my company very busy and business is booming right now,” added another remodeler when asked to define the most successful marketing method employed in the last 12 months.

Wide range of marketing methods

Almost all of the remodelers who responded to our survey request in December 2012 indicated they are currently doing at least one method of marketing. Only 2 percent of respondents reported they are currently doing no marketing of their business.

Effective Marketing Methods

We asked the readers of Professional Remodeler about their experience with a variety of marketing methods.  Here is what they had to say:

“Referrals have been our biggest source of sales.”

“We contact our audience via social media to announce a new or completed project.”

“We use email and text messages related to home maintenance and performance to past clients, friends, relatives, and business associates.”

“Quality work done under budget and on time for customers combined with signage and print advertising.”

“We always get calls after sending out an email to past clients and interested prospects.”

“There’s simply no method of promotion that comes close to the power of referrals.”

“Increasing the number of good Google reviews, coupled with great website content.”

“More people are telling us they are finding us on the Internet.”

“We have finally made it to No. 1 on Google search in our area and this has contributed to a steady flow of incoming requests for estimates via our website. It pays to be No. 1 on Google.”

“Website analytics and the company blog have demonstrated that people visit the site and blog 24/7.”

Nearly 10 percent of remodelers reported getting all of their business from repeats and referrals. Meanwhile, 18 percent reported they get at least half of their business from repeats and referrals. These figures are almost identical to last year’s survey that showed 5 percent of remodelers getting all of their business from repeats and referrals, and 18 percent getting at least half of their business from repeats and referrals.

On par with results from two previous Marketing Methods surveys, job/truck signs (80 percent), company websites (75 percent), and networking (53 percent) remain the most popular marketing methods for remodelers.

When asked what their marketing plans were for 2013, remodelers indicated they are sticking with what works. Job/truck signs, a company website, and networking remained the top three responses.

Nearly half of remodelers (46 percent) use social media sites such as Facebook, Twitter, and YouTube to market to clients. This is similar to the social media results reported in last year’s survey.

“We use social media to drive qualified visitors to our website; it works really well,” said one remodeler.

Despite the buzz around social media, only half of remodelers are convinced this type of marketing method is effective.

“Word-of-mouth is still the strongest form of new business followed by physical visibility,” said another remodeler.

According to the remodelers that currently incorporate social media in their marketing efforts, more than half indicated they are receiving business based on their social media efforts.

Facebook, LinkedIn, and Twitter remain the top three social media sites used by remodelers; however, Pinterest has taken up a small portion (12 percent) of the efforts.

Most other marketing methods remain steady across the board. Google ad words and videos/blogging are beginning to become more popular marketing methods with remodelers. Email marketing made the most significant jump, up 14 percent from the numbers reported in the 2012 survey.

Effective marketing methods

Company websites are still the most effective means of marketing for remodelers. Close to half (44 percent) of remodelers indicated that a website is very effective at driving business, and 80 percent said a website was at least somewhat effective. Job/truck signs have been effective for 88 percent of remodelers, and very effective for 35 percent. Networking also remained an important source of business as 75 percent indicated that it was effective for generating business.

Print advertising (48 percent), social media (44 percent), email marketing (43 percent), and home shows/parade of homes (43 percent) remain at least somewhat effective sources of business.

Telemarketing (8 percent), billboards (10 percent), and canvassing (16 percent) were found to be the least effective at creating new business. PR