Qualified Remodeler Magazine

MAY 2014

Qualified Remodeler helps independent remodeling firms to survive, become more professional and more profitable by providing must-have business information, namely best business practices, new product information and timely design ideas.

Issue link: http://qualifiedremodeler.epubxp.com/i/308139

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Page 37 of 51

CHRIS PAULY President Gutterman Services Inc. Sterling, Va. guttermanservices.com Chris Pauly is proof that an old-school marketer can learn new-school tricks, and succeed. A balance of proven marketing tactics and newer, alternative efforts is what works for Pauly, who is president of Gutterman Services in Sterling, Va. Pauly lists the top five ele- ments of his marketing strategy (in no specific order) as follows: print ads for service work; job- site signs and branding of vehi- cles; newsletter to client base, both print and email; website; and Youtube. The Gutterman website is the greatest source of leads, followed by Google, then print advertising, postcards, Valpak and Money Mailer. Leads from these marketing elements are tracked using Call Source ser- vices. "The postcards and mail- ers are commodities, but they're necessary evils for volume remodelers like me. If I were a design-build guy, I would not spend a penny on a print ad." The evolution of Gutterman's customer relationship manage- ment system has helped its prospect-to-client conversion rate. Until recently, the company had been using a CRM platform that performed well, but was a little old. "We recently stepped into the Jaguar of CRM systems and the change is significant." Regarding sales, he says: "I believe, in general, that remodel- ers don't know how to close, and specialty remodelers don't know how to take care of clients. So, if you can find people who know how to do all of that, and you can get them to work together, then make them codependent on each other for results, they won't let leads slip through the cracks." QR DON BRUCE Owner, CEO American Home Design Nashville, Tenn. americanhomedesign.com The unofficial marketing plan at American Home Design in Nashville, Tenn., is to keep marketing costs low (currently 10 percent of revenue). The real marketing strategy is to employ multiple forms of marketing and get prospects to respond. "I say we're a sales company that sells remodeling services," says Don Bruce, owner and CEO. "A lot of remodelers are successful doing it this way. It's a timing issue, really; we just need to be in front of them when they're ready to spend money on remodeling." The list of marketing tactics Bruce uses to accomplish his goals includes print ads, Internet ads, a showroom, a mobile showroom and sweepstakes contests. "By inviting clients to dinners and events at our showroom and generally staying in front of them, they're ready to refer us when the time comes." Roughly 30 percent of AHD's business is from referrals. Interest in the 8,000-sq.-ft. showroom took off, thanks partly to the 80,000 to 100,000 cars that pass by each day on the nearby highway. The mobile showroom caters to aging-in- place clients who can't get to the main showroom. Another marketing weapon is a $50,000 remodeling sweepstakes. Marketing efforts don't stop once a prospect becomes a cli- ent; success must be measured. "Don't advertise if you can't mea- sure its effectiveness," he insists. community involvement, home tours and the obligatory trifold brochure, he says. H i s n e w e s t m a r k e t i n g effort has only just begun, but shows promise. "It's called the Contractor Café. On Saturdays, I will set up shop at a coffee shop. Attendees get 30 or 45 minutes to discuss remodeling issues and ask me questions. It's an infor- mal meeting where they can meet a remodeler on neutral ground and have undisturbed time with me while under no pressure." 38 May 2014 QR ForResidentialPros.com PROFITS: Market Makers Joe Levitch (right) hosts home tours (left) as part of his marketing plan. Don Bruce (left) contributes to charitable groups in his community. The strong Gutterman brand opens clientsÕ doors for Chris Pauly (left). QUR_36-39_MarketMakers514.indd 38 4/28/14 10:47 AM

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