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: https://qualifiedremodeler.epubxp.com/i/308139
Most successful remodelers are also good marketers who know how to reach their clients, what to tell them and how to convert their interest into revenue Q ualified Remodeler i n t e r v i e w e d four successful r e m o d e l e r s t o learn about their marketing strategies, tactics and the message behind it all. Following is Qualified Remodeler's 2014 class of Market Makers. 2014 Market Makers ZAK FLEMING Owner Fleming Construction Des Moines, Iowa flemingconstructionllc.com R e m o d e l e r s f i r s t m u s t understand their prospects and clients before marketing prod- ucts and services to them, says Zak Fleming, owner, Fleming Construction in Des Moines, Iowa. It's a simple concept, but it's not always followed. Fleming Construction's target market includes both any consumer that needs remodeling work and, specifically, those with kitchen and bathroom projects. "It's pretty simple. We target those projects that are most profitable," he says. "After more than a decade in business, we know the neighborhoods and income brackets with those profitable jobs, not that we won't work for people outside of that market demographic, but that's where we target." As a design-build firm, Fleming's customer service is hands-on. "Our overall business plan isn't about high-volume sales; it's more about high-mar- gin sales, which is a different animal than a volume-based business. In design-build you have to earn people's trust and it takes time to do that. When they're investing $90,000 on a kitchen, that's different than spending $10,000 on a roof. JOE LEVITCH President Levco Builders Boise, Idaho levcobuilders.com The marketing strategy for Levco Builders in Boise, Idaho, is more about relationship/repu- tation management than mar- keting, says Joe Levitch, presi- dent. His strategy is to engage with prospects by imagining himself in their shoes, think- ing about what they're looking for, then becoming the answer to their problems. "I feel the remodeling industry has a bad reputation for blowing in, get- ting a project done and leaving people hanging by doing things to clients rather than with cli- ents. I let them know I'm here for the long haul and am trust- worthy," he says. The message is the same through all of Levitch's market- ing efforts. "I'm a problem solv- er. I brag about my results on my website, and I also brag about my failures and how I turned them around. Problems happen, and a business is measured by how it responds to those prob- lems. The magnitude of success is less interesting to me than the story behind it, and that's what I try to share through my market- ing," he says. Levco Builders casts a wide net by sending weekly blogs to past clients, prospects and anyone else interested in receiving it. He also teaches a "Remodeling 101" community education class. Other elements of the marketing strategy include We're holding their hands for six months. Therefore, my business and my marketing strategy are all about relationships." Fleming's basic marketing strategy is based on press releases that promote the company's good reputation. For example, any time Fleming obtains a new position within the National Association of Home Builders or volunteers for a community project, a press release is distributed to local media outlets. "The articles that result from these releases produce leads and keep Fleming Construction front-of-mind with clients," he says. There's more to Fleming's marketing strategy, but public relations is what's working best. The strategy includes elements such as website SEO, social media, a referral program, a tour of remodeled homes, in- person shows and limited print advertising. ONLINE BONUS Read the full-length articles about these remodelers and view more images at ForResidentialPros .com/11404924 Continued on page 38 36 May 2014 QR ForResidentialPros.com PROFITS: Market Makers | By Rob Heselbarth Zak Fleming (left) hosts a tour of remodeled homes (right). QUR_36-39_MarketMakers514.indd 36 4/28/14 10:47 AM