News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Defining Your Marketing Theme
Nina Patel / REMODELING / April 24, 2013
According to Andrew Davis, author of Brandscaping, all companies sound the same in the digital world. All remodelers use phrases such as “high-quality craftsmanship,” “great reputation,” and “professional” on their websites. So how, in this sea of quality and professionalism, do you go about differentiating your company as somehow better or different?
To differentiate your brand, he says, business owners need to define their core value and build their sales and marketing around that concept. And to find that core value, you need to ask yourself why you do what you do. “When you talk about why you do something, it means something to the client,” Davis says. “You will have more valuable conversations sooner.”
For example, if you appreciate historical homes and maintaining original elements while modernizing them for young families, let your clients know that. A customer who lives in such a house and knows you have experience with renovating old homes will pay a premium for you to remodel his kitchen.
Davis tells of meeting a remodeler who had had a previous career in financial services for 25 years. The reason for the career shift: As a financial adviser, the man saw that homes were by far the biggest investment his clients made, and many were mismanaging that asset. Now, as a remodeler, he says that his best clients are those who plan to sell in the next two to five years and appreciate his expertise in doing a remodel that will add the most value to their home.