Case Institute of Remodeling | Blog » Clients For Life

Making Sure Your Past Clients Remember You

Joaquin Erazo — Tue, 25 Nov 2008 20:05:10 +0000

I’ve spoken to a number of remodelers over last couple of weeks and when I’ve asked what their biggest challenge is, the answer is the same; “I need more leads”. Inevitably that statement is followed up by “what are you guys doing?” I try to answer the question by telling them what works for me may not work for them (keep this in mind when you read below) among many other things, I share our current approach with past clients.

I believe that consumers today want to buy and they don’t want to be sold. To take that a step further, I believe more than ever that in today’s economy the “personal approach” is the key to success. The days of sending a letter or e-mail out to past clients is over. People have always bought from people. Today people respond to people and not pieces. As a result my advice is simple:

Eliminate all mass messaging and make your messages personal – Try not to have anything come from your company, but from you directly, add a headshot like Realtors do to remind them.

Create excuses to see them face to face – Stop by your past clients home and tell them that you happened to be in the neighborhood and were thinking about them. Simply wish them a happy holiday season. Even phone calls are easy to avoid.

Give them a gift – Your past clients should be your treasure. Think of creative gifts you can send to your clients, but make sure they are personal. If you know they are big Dallas Cowboys fans look for something online.

Have a call-to-action – It isn’t enough to have your website and phone number on something. Make sure everything has a call to action. It can be as simple as “take a look at my websites for tips to get your home prepared for winter” all the way to “I will give you a call next week so we can arrange a day to meet for lunch”.

Consumers have changes and your strategies to reach them must change with them.

Helping Vs. Selling

Bill Millholland — Mon, 06 Oct 2008 15:34:54 +0000

I can’t do anything without someone trying to sell me something. I go to the mailbox and it’s overflowing with catalogs and direct mail pieces. There are more ads than content on radio and television and if I walk into a store, there seems to be a salesperson ready to pounce at every turn. Help! I just can’t take it anymore.

Maybe I’m unique, but I don’t want to be sold; I want someone to help me buy. I want someone to ask the questions required to determine which product or service best matches my need. Then I want that person to educate me about what my options are. I like options. After going through this process, I feel that I have all the information needed to make the right decision. I’m ready to buy.

This is exactly the approach we take when we work with clients. Ask questions, educate, present options and then let them buy. A very simple example of this might be a client that has rotten exterior trim. Some companies would decide what needed to be done to fix or repair the situation and present a contract based on that solution. We would take a different approach. We would talk with the client about what caused the problem- maybe it was a maintenance issue like caulk or paint. We would then advise the client on a few different ways to resolve the problem. The low cost option might be to cut out the damaged section and patch it with new material. Another option might be to replace the entire piece in order to avoid any joints between new and old materials. The final option could be to remove all of the trim and replace it with pvc material that will not decay even if it is not well maintained. After this education, the client is armed with the information they need to make the decision that is right for them. They are ready to buy.

That’s how we do it. Do you think clients want to buy or would they rather be sold a solution?

Now Is The Time To Take Action

Bruce Case — Thu, 02 Oct 2008 13:45:52 +0000

Wow – what a week in the markets. It’s tough enough to run a business much less to deal with the personal and business challenges raised by market uncertainty and turmoil. BUT what a great time to take inventory, to get back to basics, to rely on your raving fan clients and to hold your subs and suppliers truly accountable. My first reaction to uncertainty and turmoil is confusion, anger, frustration – but after getting through that initial phase, I turn to solutions and to action steps. Now is the time to take action, now is the time to get your ducks in a row, now is the time to focus on things you can control. Because that is what will separate the winners and the losers during this challenging economic time.

Creating Raving Fans

Bill Millholland — Tue, 09 Sep 2008 16:57:34 +0000

Raving Fans- we all want every client to be happy with their finished project, but how do you get to them to the next level? What’s the difference between satisfied and ecstatic? What makes someone become an advocate for your company?

As I was thinking about this topic, I used my own personal experience. I’m a raving (and most would say “rabid”) fan of everything Apple. Whether it’s a Macintosh, iPod, the iPhone, or their portfolio of software products I’m an evangelist for this company.

I’ve tried to analyze why I feel this way and it all came down to one thing: they care about my experience. From the beautifully designed stores, to the artful packaging to the elegance of the operating system, everything matters. When I use an Apple product it feels like someone carefully thought through the user perspective and then pushed it just a little further to make it better. I appreciate that.

One of our companies “themes” is that Remodeling is an experience, not a product. I truly believe we create Raving Fans by not only building amazing projects but by doing all of the other stuff. We treat our clients and their homes with respect, we have empathy for their situation, we communicate good news and bad, we build trust by doing what we said we would do and a million other things. Everything matters.

That’s what I think- how about you? What does your company do to create Raving Fans? What makes you a Raving Fan?