In case you missed the news because you were out pounding nails, the housing market has started to recover. Sales rose in all four regions for the 3rd time in a row in June, which hasn’t happened since the boom in 2004. Once people start building confidence in the market, they’ll be calling you for the job they’d been putting off. What does this mean for you? You need to stay visible.

Website Awareness

Website presence is a big plus. It will give your company added exposure. Consumers like to see your work. This is the perfect medium to show before and after pictures of past projects. If you don’t want to mess with domains and piecing it together from scratch, try a turnkey website offered through companies like Homestead. It’s an easy way to get your site up and running fast. Get a magnetic sign for your truck’s door and include your website.

Google Search

Getting around Google’s search rankings is another way to reach potential customers when they enter keywords to search for local businesses.

Log into Google and see if you’re listed by typing your business name and town or keywords and your location, e.g. electrical contractors in Sarasota, Fl. The results will show a map and the local businesses will always come first. Are you listed?

If you’re not in the local database, you’re missing out on some free business.

Here are the easy steps to get you in that local directory:

• Go here and submit your company’s information.
• In two weeks, you’ll receive a letter from Google with your pin number. Enter the pin number in the URL they give you.
• Log into your new Google account, where you can enter your company’s contact information, services, special niches, coupons, specials and hours of operation.

Realtor Referral

Right now, I have 5 contractors working on my new (old) home. I’ve got an electrical contractor, painting contractor, a general contractor that’s helping me with a thousand small jobs, and two bathroom contractors who are partners.

Why am I telling you this? Because three of those contractors were highly recommended to me by my realtor – and I didn’t shop around. Stay visible by networking with realtors. Attend their weekly meetings. If you don’t know where and when the meetings are, then call a realtor and ask.

Take a Walk

Canvas neighborhoods. I’m not talking about door-to-door sales because that’s annoying.  But if you have a niche, like roofing, painting, siding, windows, fencing, etc, and you can see from the street that a house desperately needs work in any of those areas, approach the homeowner and say, “I noticed your roof is missing some tiles, which might indicate the roof is nearing its lifespan… lucky for you, I work in this area a lot and specialize in roofing.” Treat the homeowner with concern about their problem and it won’t seem like a sales call. You never know, a harmless conversation about a certain flaw like missing tiles could turn into a big job for you.

Thank You

Don’t forget to write thank you letters!

For some time we’ve been keeping an eye on Jonathan Sweet and his remodeling blog, The Sweet Spot. As senior editor for Professional Remodeler, Sweet keeps a close eye on the state of remodeling these days. And he does good work in disseminating not only his opinion of the times and trends, but solid information as well.

One recent post deals with the 14 most popular remodeler marketing tactics, as opposed to those remodelers are largely ignoring. The most popular tactic? Job/truck signs, while billboards and telemarketing tie for the least popular. It is an interesting and telling list, certainly worth a look.

According to the marketing gurus of the world, anytime a logo is scraped, it sends a mix of messages to your customers and clients. On the positive side, this change says the company is forward thinking, willing to refresh their message and therefore able to broaden or narrow its appeal. This all demonstrates that your company is open to changing with the times.

The downside of a logo change can suggest instability within the company. Is new management on board and can we get the same service we’re used to? To consumers who are not familiar with the company, they may believe the change represents a brand new organization entirely.

Millions of dollars are invested into brand marketing. It takes time for consumers to connect the dots. Throwing the old logo over board is a risky step. Company advertising on vehicles, shirts, hats, and billboards may all be wiped out or slowly fazed out. Rebranding can be harder than you think. From altering graphics and mission statements to changing front line customer service and sales staff, this is all in play and must be considered.

Industry giants like Microsoft and Nike have never feared change. Both have made several tweaks to their iconic logos but never lost touch with its core symbol. We identify the “swoosh” even though it’s been shrunk, streamlined, and modernized. Ultimately, that could be the difference we’re talking about. These logos have evolved with fresh images but at the same time, they continue to embrace their past.

Sources:

http://thelogofactory.com/logo_blog/index.php/changing-a-logo/

http://marketingprofs.com/ea/qst_question.asp?qstID=23409

Following are some tips to help you write an effective company bio:

1. Who is reading it? It is not just homeowners and clients that will read your company bio. Depending on your business, you may want to target possible investors. Your bio should also stand out to local media outlets who may be looking to profile unique local businesses (i.e., free advertising!). You bio should be engaging to a wide spectrum of readers.
2. Useful information that is easily understood. A slew of industry jargon may be fascinating to other contractors, but they are your competition. Instead try to provide useful information, explaining what your company does and how you do it better than the rest, in layman’s terms that anyone can understand. Be clear and concise, if there is any confusion about what exactly you do, readers will most likely move on to some other company’s website.
3. Personality. In addition to describing what, exactly, your company does, try to convey an idea of the company’s personality or culture. That is, exemplify company traits such as community involvement, your mission, values, etc. A focus on the human side of your company will help readers relate and grab their attention.
4. Stand Out. Let the reader know what your company does that makes you different from the competition, including what you do and, more importantly perhaps, how you do it. This could include any awards or honors your company may have received. Also include aspects of your unique company history, such as the company’s rank-and-file beginnings or family legacy.

Your company bio may be the most important piece of literature you ever write, so be sure to take your time and do it up right. Pass it around to employees, family, friends, repeatedly asking the question: “Would you choose my business based on this profile?” Don’t be afraid to check out the competition and look for things that you do — or ways in which you do the same jobs — that is different and stands alone in your community.