Tony Robbins said it best -
"If you want to get a result -- make more money, lose weight, be more successful in business, or ANY other goal you desire-- all you have to do is find someone else already getting that result and model what they do."
There are a lot of super successful remodeling businesses out there yet so few remodeling businesses take the time to model themselves after those that are crushing it. So many of you are trying to reinvent the wheel and making terrible decisions on where to invest your money to try and grow.
The concept is simple, find a business that is doing really really well and find a way to integrate as many of those ideas and systems into your own business, package it slightly different (your unique angle) and you will have a nice business if not a great business.
There are no new ideas in the world, only different angles on the same ideas. With the marketing systems I have developed, I have taken ideas from a lot of different experts, some with a lot more experience than I, and found a way to package it better, improve certain things, and integrate a full suite of software experts to do the work. And the most important thing I have done, is to replicate our efforts in the same industry as much as we can....why? Because through repetition comes improvement and enough data doing the same things many times that we actually know what works and what doesn't. Shouldn't you be doing the same?
Expecting a Different Result from More of the Same
For starters, too many remodeling business owners have ridiculous unrealistic expectations when it comes to marketing investments. How many of you have hired an internet marketing company or local "SEO guru" for $100/month? Or $50/month? Or some ridiculously low amount and expected the world from it?
Most marketing books and marketing courses you could take would mention investing roughly 10% of expected gross sales into marketing. Especially for newer remodeling businesses, it's a good rule of thumb and a good place to make my point. If you were to hire a marketing company at $150/month to build you a site and do some "seo", and this was really the only marketing you were doing, you would be expecting to generate from a $1,500/year marketing investment $15,000.00 in Gross Sales. That is exactly what your expectation should be unless you plan on investing a ton of your own time on top of the $150/month you are shelling out. I don't know about you, but $15,000 a year in Gross Sales doesn't sound like a business I would want to invest time into.
Ask yourself, would you take on a remodeling job for $100/month? What in the world could you possibly deliver for $100 and make anyone happy? The only thing my company could do for $100/month is local optimization. That's it, and that is not going to change your life or your business. Might be an ok place to start if you have ZERO money for marketing, but it is nothing that is going to get you excited and help take your business to the next level.
One of the leading contractor marketing companies out there offers a complete marketing program for under $150/month. I have had a few clients that used them at one point and got nothing from it, but I cannot speak to the results other clients have gotten. I know that in my local area, I can barely even get a small black and white ad in my local paper for that each month. Remember, you get what you pay for so don't expect much from cheap people and services as they simply don't work most of the time.
Risk vs Reward
Low priced services rarely work and I don't care what we are talking about here, they rarerly do unless it's mostly software driven (something where a human doesn't have to do anything). Even if companies like the one I mentioned above outsourced all the marketing work to some low cost area of the world, they still can't physically do much of anything as far as a service goes (seo, social media, reputation, design, etc) and still make any money to stay open. So that means you might get something shiny and nice on the front end (first 30-60 days) but after that, you are left to figure it out on your own or for more money. Time is money and the longer you wait to figure things out you put your business at risk.
If you were starting a basketball team today, who would you pay top dollar for, Lebron James or Hasheem Thabeet? Both were top picks in the NBA draft a few years ago, but if I wanted to put the best team on the court, I would go get Lebron James and pay him is $25million + because I know the return I would get would be significant for my franchise and the risk/reward is really powerful. You need to identify situations like this in your own business where you can bring on top level talent, systems, services, and software.
Situations like this exist in your own business yet you continue to reinvent the wheel and try to get things done on the cheap. It's normal and natural to want to get things done inexpensively and try to do things differently than those who have experienced true success in your industry. Typically, you have 2 choices, acquire all the knowledge that you need to grow your business, or find people who are experts in the areas where you are weakest.
The Remodeling Businesses That Succeed Typically Have the Following in Place
- Entrepreneurial Mind Set (they are no longer contractors!)
- Good Systems in Place to Get Work Done
- Repetition (they do the same things over and over as much as humanly possible)
- Highly Educated (not by a university, but through seminars, reading books/industry publications, hiring consultants - basically they devour as much information about their industry as possible).
- Have Incredible Desire to Succeed
- Consistent Marketing Systems (typically - online, direct mail, and solid referral programs)
- Use Direct Response Marketing (even piece of marketing they do has a very specific offer and goal in mind)
- Have Great People at the Top and Good People to Fill Specific Roles
- Outsource Weak Areas and Hire the Best People They Can Possibly Afford
Find someone who has been there and done that in your industry and mimic what they do. You will get where you want to go much faster.
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