What Do You Say To This...

We have all had this question before. It can be phrased several different ways, “Ball Park Pricing” or “Approximately” are the most common examples. I personally get this from several different kinds of buyers weekly. My first buyer is just looking for pricing for whatever reason. They might be closing on a house and looking for costs or budgeting for income tax refund day. In my case this past week, I visited an investor who just bought a 2 bedroom house and wanted to make it a 3 bedroom house and add a bathroom.

Read More...http://www.contractortalk.com/articles/2014/08/what-do-you-say-to-this-what-do-you-think-this-will-cost/

Justin

Sure Fire Way To Become The Contracting Expert

This is one of the coolest ideas I have seen for Contractors in a long, long time.

You want to be the expert write a book. The coolest part about this book is the process to make the book. I explain the entire process in the audio below.

We recorded audio on how to make this book in our podcast that will help break everything down for you.

Enjoy and Leave a Comment...I like the +1's, but feedback helps..

http://contractorssecretweapon.com/the-one-about-becoming-the-expert-in-your-market-place-28/

Justin

Job-Site Selfies, Good Idea or Get a Life

             (Clearwater, Sidewalk Selfie)

I look through websites for good pictures and themes. I look for different angles at job sites that enhance the end product and highlight the craftsmanship. 

I see tons of pictures of finished work or before and afters. I always question is this a real pic from the company or do they pay for pics. Some companies use watermarks on their pictures to give them authenticity which I think is a great idea. Other companies take pictures while employees are present on the job and you can read the shirt or truck. That is usually the extent of pictures on websites.

I want to be different...

For the month of August, I will be taking selfies and videos at jobs to see if this resignates with my audience. My audience is Baby Boomers with disposable income that have just retired or will retire within 3 years that typically just moved. I can use these pictures for both blogs and social media.

My theory is these pictures and videos will come across genuine and authentic. 

Give me your thoughts on this, Good Idea or Get a Life?

Justin

WOW...Thank You. The 4 Minute Idea.

My pool guy Jack comes every Wednesday like clock work to clean and balance my pool. In the past several years I have only seen him twice. I got a brief conversation with him in 2011 to talk about a new pump that started leaking.

When I come home every Wednesday the pool looks great, which is what I am paying for.

The pool deck looks spotless of leaves and debris, which I do not pay for.

It took me about 13 cleanings to realize that everyday there was leaves and debris everywhere. I finally called Jack and found out that every Wednesday he blew the pool deck off. WHAT..Why?

Jack informed that when he unloads his trailer to clean the pool he has a small gas blower that he uses to blow the leaves off the deck and away from the pool. Once the pool is clean the presentation is better to have a clean deck and pool. Also, there was chance the deck leaves would end up in the pool by the time I got home.

This took Jack an extra 4 minutes to blow my deck off every week. This equates to 16 minutes per month.

WOW..Thank you, was my response.

The Aha moment was then for me. What am I doing to get a similar response, WOW thank you??

What are you doing in your business to get a WOW Thank you?

This past Wednesday we posted our 11th Podcast for Contractors. Marketing the Basics, great information. Here is the link to listen on your Phone or Computer. http://contractorssecretweapon.com/back-to-the-basics-marketing/

Does 10 Estimates Keep You Honest..Follow Up Video.

Wow this blog post has gone viral through the Contractor Community.

I had the opportunity to interview the 10 estimates customer. He got to breakdown his thoughts and hiring process. Check the video out and leave some comments below..

Here is the original Post:
http://sellingandmarketingforcontractors.blogspot.com/2014/03/does-10-estimates-really-keep-everyone.html

The Contractor Secret Weapon Weekly Podcast is growing. Here is the latest episode to help with Unique Selling Proposition. Hope you enjoy.

http://contractorssecretweapon.com/8-usp-in-your-marketing-what-makes-you-unique/

Does 10 Estimates Really Keep Everyone Honest?

Good Morning.

I attended a networking event this past Tuesday morning. One of the guys in the room told me how he just finished his roof and it was AWESOME.

He started telling me the features and warranties.

I stopped him and asked, "I thought you replaced your roof months ago?"

Response, "I got 10 estimates and couldn't decide."

As the scramble eggs projected out of my mouth..... 10 ESTIMATES..What do you need 10 for?

Response, "I wanted to keep everyone honest."

I was beside myself. He wasted everyone's time including his own. He didnt choose the lowest bidder. He didnt choose the highest. He made his decision based off What?

Does anyone else get this?

Please do me a favor for my sanity and leave a comment..

Click Here for most recent Podcast-Just Added Interview With Contractor Marketing Expert Pete Mitchell

Justin

Are You A Commodity Contractor?

Are you a commodity contractor?

I was recently asked my niche in the local market. I explained what I do better than anybody else. Then I proceeded to explain why I do it better than anybody else.

The prospect I was talking with called 8-9 companies and told me they all sound the same. The ones that did call back, I cannot differentiate between any of them.

I simply told the prospect, I cannot help them. You will waste your time and everybody else searching through these commodity contractors.

I had an AHA moment just then.

DO you have that awkward moment where the prospect asks "What company are you with again"?

Sometimes I want to hang up the phone and other times I say my name and company.

If you cant create a distinct difference between you and other contractors, you are a commodity contractor.
How do I know if I am? Here are some examples:

1. If you constantly lose jobs to price. COMMODITY
2. If your marketing is exactly the same as competitors. COMMODITY
3. If you strive to be the lowest, and brag about all your jobs. COMMODITY
4. If your telling your team to wait and cash their checks...DRUM ROLL....COMMODITY

If your stuck and cant figure out how to get out of the rat race, I can help call me.

If your ready to increase leads and profits, email me.

If this sounds like your business. Call me or email: Justin 727-644-0160 or heavenly.foundations@gmail.com

Defining Your Target Market or Following Competitors Target Market?

This is a follow up to Rock Star Contractor Mindset from 1/31/14.

I grab the mail every week to look at competitor ads. Over the past 3-5 years there has been a National company that advertises windows. Specifically any size window for $189.00 installed. I am sure you'll have seen the ads or commercials. I don't know how they can make money at $189.

Shortly after this $189 phenomenon, I started seeing competitors (Mom and Pop Window companies) trying to compete against this large national brand. The Mom and Pop companies didn't do the research needed to sustain. They started to go after this low hanging fruit and mimic the advertisement only to find out there is no pot of GOLD at the end of the rainbow. Unfortunately, this still happens today in 2014.

My 3 suggestions:

1. Take notes on competitors for ideas, dont copy there advertisements.
2. Find your unique selling proposition. The large national brand above can install any size window for $189, that is unique. 
3. Look at other industries for some ideas on how they target market. Some of the best ideas come from industries outside of Construction. Also, these companies outside of Construction aren't threatened when you call for questions.

The Mom and Pop's didn't last very long in the $189 arena and some went out of business. The others that made it through for little margins are glad to still be around.

Please leave a comment below.

Rockstar Contractor Mindset

I love the term Rock-star for multiple reasons.

1. I grew up in the 80's watching Aerosmith, Def Leopard, and some other Rock bands of that time. I believe this was some of the best music ever produced. I didn't agree with their lifestyles but, when they took the stage it was magical. The term Rock-star means performer.

In our businesses today we perform. Some of us Rock-stars and some wannabe's waiting to crack the code to being Rock-stars.

The first real piece of advice for being a Rock-star Contractor is knowing your audience. We call this target market. I want to make sure my performance is specific to who wants to hear me. 

Who listens to me now and pays me? This is the best starting point. Your existing customers know you and will be glad to spend more money with you or better yet tell you why they buy from you. Armed with this information you can now start to target your audience.

Let me ask you this, if Kenny G were to come and perform during an Aerosmith concert do you think the fans would listen or boo him off the stage?

Don't be Kenny G.

No need for comments, just pass this on to your fellow Contractor.

Can You Estimate This Small Project For Me?

"Hey Justin, were loving the new kitchen and bathroom and wanted to know if you can help with an exterior door and some trim?"

I got this call yesterday from a great client. In 2012 I did a very large remodel to their house and now they have an exterior door and some finish work they want done. The scope is no more than $1200 and doesn't fall in line with my everyday work.

I know others have been in this dilemma..Do I install or refer out?

I figured I had some options:

A. Suck it up. Its my client, install the door and quite crying about not making money.
B. Call my Finish Carpenters and hand them over scope and client referral.
C. Man, Mrs. Smith great hearing from you but, I cant help right now...Maybe in 45 days I can get to it.

Do you have other options?

The #1 Indicator To Measuring Your Marketing.

How do you measure your marketing?

I ask this question to a group of contractors and the responses are all over the place.

Some feel the number of leads that come in, divided by the marketing budget gives an accurate measurement. Most, keep track of calls on a spreadsheet. Some of the recent directories have started tracking this information for contractors. This is great information and gets you closer to measuring but doesn't give you the real picture.

Others feel closed business divided by your marketing expense.
Example, if I get 100 Calls and close 25, I keep track of the 25 only? Is that how to measure? Lets look below.

The 25 shows your conversion rate. Taking the number of leads that come in and dividing by closed prospects equals your conversion rate. This number is the indicator for measuring your marketing efforts. 

The best part about knowing your conversion rate is knowing your customer cost per closed business. Typically speaking in our industry the cost to acquire a new customer is between $250-$1200 and depends on your local market. My local market the cost is closer $250.00, If my business was located in NY City the cost would be much higher.

Keeping track of this number alone is key to measuring your marketing efforts.
Do you have any suggestions for tracking or tips to simplify?

Can You Give Me A Rough Estimate?

I get several calls a day from potential prospects wanting me to give prices over the phone. On this particular job the prospect wanted the above bathroom fixed. They asked if I could price this over the phone. Instead of giving what kind of ball park typical response "Wrigley or Fenway Park".  

I go through my qualifying questions to build a little rapport:

Me: When did the bathroom tile fall of the wall?

Prospect: We started to notice the issue a little over a year ago.

Me: When would you like me to complete the repairs/replacement?

Prospect: Were gathering estimates at this point. Once we decide who we like, we want completed asap.

Me: Do you own the home?

Prospect: We dont own the home. We are getting estimates for the Landlord who lives out of town.

Me: When is owner available for an appointment if necessary?

Prospect: He asked us to handle.

Me: Can you send me a picture with info so I can get an idea of what needs to be done?

I got the above response. Pictures and contact info. What is your next step? Leave your response below?