Getting A Message To HO's

gtmstang

I'm getting ready to do a letter to HO's. I've got a good list of addresses together for higher end clients so now what to put in the letter. I'm doing 5000 postcards to certain area in town but want to be more personal with 500 or 700 of them. There is still good growth in the areas I'm advertising so I think this will be worth it. Its a new area for me and I'm just trying to get my name out there. Should I start off with a quote on how the new home construction and buying markets are down, home improvements and maint. are up 13% vs. 2007. This appears to be the time to invest in your biggest asset and reap the rewards in years to come. And then explain types of remodels and how we do it, yadda yadda yadda. Or just a simple call to order and then introduce myself and company. I've got 14 drafts of this letter but cant make one say exactly what I want. I'm doing more of a flier than a letter with a few pics of our work. What do you all think about the quote above? I'm not trying to appeal to the very rich, we dont have many here, but to the clients who have the money and need a nudge to go ahead with their project. Kind of trying to pitch the everyone else is doing it dont be left behind angle. I wouldnt be asking but 11 quotes, no sales, biggest reason why they dont want the work done is waiting to see if the housing market will recover. A couple even signed contracts with the start date marked as pending.WTF

Thanks, Tom

Michael Olding

gtmstang,

Your customers have turned you into a commodity. They think you're just like everyone else, no different and you need to change this.

You are in control. You choose who you want to do business with and then design a letter that answers one very simple but very difficult question for your client - "What's in it for me?"

These are your clients and only you are intimate with them enough to know what they want. Give them what they want and you will have more work than you can handle!

Ahhhh, but finding out... what they want... well that's what it is all about now isn't it?

Hammer home the benefits you provide emphasizing your unique selling proposition and then, give them an incredible call to action... a reason to CALL YOU TODAY!

Not tomorrow or next week or when and if the market changes but TODAY!

Like a FREE WALL TO WALL CARPET FOR THE FIRST 5 CUSTOMERS THAT SIGN BY 11/05/08!

FREE VEGAS TRIP FOR THE FIRST 5 HOMEOWNERS THAT GET AN ROOM ADDITION IN NOVEMBER!

FREE EMERALD LAGOSSI COOK PAN SET FOR FIRST 3 KITCHENS BY THANKSGIVING + EMERALDS TOP 10 SECRET CAJUN RECIPES!

BRAND NEW 60" HGTV + SURROUND SOUND SYSTEM FOR FIRST 2 FAMILY ROOM AND BASEMENT MAKEOVERS IN DECEMBER!

You get my drift.

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Masonry repair expert - structural, restorations, tuck pointing, rebuilding, staining etc.

gtmstang

I've got the whats in it for me in the letter. I'm doing some type of % off if you call now or a set money amount. Like, $200 off any service we offer with a signed contract or $2500, offer good thru Nov. or something like that. I just wanted to start it off with something catchy. "according to so and so survey now is the time to build equity in your home" or something like that. Maybe get the HO to think wow if so and so is saying it ,maybe I should look into this.

gtmstang

I like the cook pans though. My wife would be calling you in a minute. $25,000 kitchen remodel, but honey I've always wanted that cook pan set.

Mike Finley

Get it through you head (mean this in a good way) that you don't have to tell somebody when is or isn't the right time to remodel. They either know or they don't and your letter informing them of general information is a waste of space on your letter. You aren't coming to them as an economic expert, but somebody trying to sell them something, so Duh? Of course it's the right time.

If you want to get somebody to say now is the time, you do it by making them an offer on the services you are offering.

gtmstang

Dont worry Mike I take critisism well. I get what your saying. I just thought a quote from a economic or housing expert might catch their interest to read further down to what my company can do for them. Point taken, thanks.

DamionR

Do you know what their fears and desires are? If so, focus on that.

Most contractors screw up thinking that, if they put a flier on someones door with a few pictures and a phone number, the business will justt come rolling in.

When it doesn't, they get discouraged... and don't do the campaign again. This is hte biggest mistake.

If you want people to know about you, repetition is the key. Takes 7 times of seeing your name before a person will connect your business with the service you offer.

Either way, have a compelling headline... copy that focus's on their fears or desires... and a strong offer to make them take action.

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RT Marketing

We do a lot of copywriting for different builders/developers/contractors. Here is how I would order things.

A short paragraph on your company so they immediately know who the letter is from, then a paragraph with the percentages and facts you had suggested, then more about the types of services you offer and how you can be affordable and the long term benefits of what you can offer. I would actually place one or two testimonials with your letter as well. Testimonials are almost as good as photos of your work!

Bathrooms UT

I want to give you $50. That’s right; I will give you a free $50 American Express gift to spend as you wish just for the opportunity to show why now is the absolute best time to build equity in your home.
All my best. Please post whatever you used and your results.

gtmstang

New question. A letter and a brochure or flier? Our build a brochure with all info and pics on it. Only asking because I finished the letter today and it looks bland, but I have brochures I could put with them. Thanks to everyone posting opinions, its helped. BTW the letter has a small paragraph on facts, paragraph on my company and a large paragraph focused on the homeowner and what we can do for them. I've also been losing a lot of work to lower bids. Not much lower, just a few hundred $. The hacks can have the penny pinchers. So I'm putting in a price match guarantee. As long as the other company is licensed, insured, same materials, etc. I'll match the price. I'm usually close to my true competotors(never close to unqualified companies). Thought this would make the HO focus on the people and company more than the price. He who has the best refferences wins.

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www.morganconstructionandremodeling.com

RT Marketing

The price match is a great idea. I would really stay away from fliers. Anyone can make them and they usually do. If you already have brochures printed up, I would couple that with your letter. The letter is great because it's personal and the brochure is great because it is informative and colorful. If you are worried about your letter being a little bland looking, print them out on some good quality interesting paper! You'll be amazed at how quickly it will change the mood.

Boogga

Very good. I'll try this myself. I have in the past but tis way seems different. Danke.

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MarkC

I think that direct marketing is a great way to drum up new business, especially this year.

MarkC
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PA Siding Company, Remodeling Contractors and Philadelphia Siding Company