When I was tub & tile contractor, every bathroom I worked in averaged 15+ years old. My company refinished old bathtubs or showers and recoated the old pink, green or blue tile.
The point I want to make is this…if the bathroom I was working in looked like this; so did the one next door. And next door to that. And next door to that. In fact, the whole neighborhood was full of old bathrooms that could use my services.
Enter Jobsite Radius Marketing (or Neighborhood Marketing). This is not something for every contractor, but for certain specialties and if the average revenue per job is high enough, this can be a perfect tool in the marketing toolbox. And for me, it was.
What is radius (neighborhood) marketing?
It's direct marketing to prospects in the immediate area of your current job. You place a yard sign at a completed jobsite and then get marketing information into the hands of prospects in the neighborhood. There are a couple of ways to accomplish this:
- Manually – Simply use custom printed door hangers and walk around the neighborhood. This takes more time but it's cheap. It might be harder to discipline yourself to do it every time and consistently hang enough door hangers to have impact (25-50 pieces minimum).
- Automated – Enter the address of the job you just completed and postcards are automatically sent to a specified number of neighbors. Very fast and easy although a little more expensive. It's just as easy to send 50 as it is to send 150.
Think about it. All of the nosey neighbors have seen your trucks or trailers in front of the jobsite home the last couple of days. They're curious already and wondering what kind of work your customer is having done and considering all the projects they would like to do themselves. Then a couple of days later, like magic, your postcard shows up in the mailbox.
XYZ Contracting has another satisfied customer in your neighborhood!
Your postcard or door hanger lets the prospect know exactly where to look for evidence that you do the best work on the planet. They can walk around the corner and see your yard sign in the Jones' or Smiths' front yard. So whether they know your customer or not, they can knock on the door and ask, "Does XYZ Contracting do good work?"
The entire neighborhood needs you just like your customer did. Let's say, due to your radius marketing, you get another job a couple blocks over. You complete the job and repeat the process. Put up a yard sign and handout or send out 50+ radius marketing pieces. And now, imagine a new prospect in the same neighborhood has now received a second door hanger or postcard. He now thinks, "XYZ Contracting is everywhere and has got to be the best _________ contractor around!"
So if jobsite or neighborhood marketing sounds like something that would fit your business needs, give me a call or email and we can customize a program for you to try.
Advantage Printing is a commercial print and marketing service provider serving churches, nonprofits and small businesses.
Follow me on Twitter: www.twitter.com/davidamoore
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