For many years this was all directed internally, within the company. As we have grown and become more involved with other organizations we have realized a real thirst for this information outside our doors. But for a long time we just did not have a means to transfer this knowledge.

The Case Institute of Remodeling is our vehicle to help spread our culture of training to others. An example of this is the Sales, Marketing and Production Summit coming up in February in Washington, DC. This used to be a Case only event but this year we have decided to open it up to a limited number of individuals. Our focus this year is on responding to the changing homeowner. Maybe your clients are different, but we have seen a change in client behavior. As a result we have made substantial changes in our marketing, sales and production strategies to respond to this new environment.

The start of a new year is a good time to take inventory of yourself personally and your organization as a whole. How are you adapting your strategies for a changing marketplace? Where do you go for ideas, guidance or the reassurance that you’re making the right moves? I would suggest that you consider attending the Summit. I can’t promise you that we will have all of the answers, but I will promise it to be time and money well spent. We’re a little different than other sources of education. We are not consultants or professional trainers. We are remodelers- designing, selling and producing projects. We Do It Everyday.

It is a tough time to be in the home remodeling business. Average job size is down, financing is harder to get, and the phone just isn’t ringing like it used to. I have been talking with other remodelers about the situation and they are really starting to worry. Everybody is looking for the magic bullet- the secret to creating more opportunities. The problem is that they are approaching the situation like it was still 2006. Unfortunately, the world has changed; the strategies and tactics that used to work just aren’t cutting it anymore. Direct mail, ads in local magazines and other general marketing efforts just don’t work. All the easy stuff is done.

So what do we do? I think there are two choices- stick with the old ideas and sit by the phone or change the strategy. If general marketing efforts are failing, it’s time to get personal. Host a Project Celebration party at a completed project. Where else are you going to get the opportunity to meet a large group of people who are marveling at the quality of your work? Mine your past clients, they have trusted you before and they can play an important role in your future- if you keep the relationship alive. Reward them with a gift of your services or product, especially if they refer someone. If you have done a great job for them they will be happy to promote your company. Find the right tools/ strategies to keep them as advocates long after the project is finished.

At first glance, these are pretty simple concepts. But dig a little deeper and it’s a huge cultural shift (at least for us!). The shift is to move away from general marketing efforts being responsible for creating opportunities and move toward salespeople creating their own leads. The salesperson cultivated the relationship with the client. Who better to maintain it and have it grow to include their coworkers, family and friends? If this more personal approach is going to get us through this storm, the salesperson needs to be at its center.

This transfers quite a large responsibility to the salesperson- are they up for the challenge or will they be left behind in this new world? There’s more to the story too- the days of ordering taking have ended. Salespeople need to sharpen their skills in this new environment. But that’s a topic for another day….

What are you doing to create business for your company?

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.

True story – About two months ago the head of our Design/Build division stops in my office and says, “get ready- we’re going to be on the evening news tonight”. My first reaction was “that’s awesome”; until he said it would be for a bad incident. Apparently, a lady was playing ball with her dog at a neighborhood creek and when the dog came out of the water his legs were covered in polyurethane (as later discovered by her vet). Being the good citizen she is, she called the EPA as well as the fire department. These great agencies initiated an investigation by confirming that in fact there was a substantial amount of polyurethane in the water. They then proceeded to determine the source. They followed the sewer up the neighborhood a few blocks up and came to a drain which was stained.

Here’s where the story took an ugly turn. The drain was in front of a house (with our job sign) and one of our subcontractors had just finished the hard wood floors! Apparently our flooring sub dumped it down the drain. All this happened in one of the best neighborhoods we work in. In my opinion, these ugly situations are what separates great remodelers from the rest and where great PR is key.

Our project manager took control of the situation and immediately pin-pointed called the dog owner and paid for the vet bill. He also ordered a gourmet basket of dog treats and personally delivered them to the dog’s owner expressing his sincere apology and explaining the entire situation. He also went on to contact the EPA and even got a hazardous material crew in (the same day) to clean it up. We then went on to alert the president of the HOA of the situation explaining what happened and every measure we had taken. Lastly, we had the EPA come back to test the creek and receive a clean bill.

Everyone involved was extremely impressed with our responsiveness. In fact, the president of the HOA allowed us to post what happened on their website along with every measure we took as well as our clean bill from the EPA.

Bad situations are an opportunity for bad PR or good PR. We can all complain that the media bashes our industry, but I think we are in full control of our reputation.

By the way, the dog is OK and still loves playing ball at the creek!