Qualified Remodeler Magazine

AUG 2015

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.

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QR : To begin with David, what are some of the diferences and complications that those in the business perceive on the sub- ject of make marketing? DAVID: Remodelers for the most part aim to get the majority of their business from those who are acting on a plan, goal or desire to upgrade, enlarge, modify or make their home more efcient. Because many competitors have the same goal, the remodeler designs a marketing plan to present his/her compa- ny as the best source to meet or exceed the homeowners' goal — "Voila" — that's take marketing. Consider the homeowners who have not as yet reached a decision to fulfll that goal. They are still in a stage of thinking, con- sidering, desiring or procrastinating. They may have once been a "now" prospect and for some reason dropped out of that position, and remodeling is not a primary consider- ation. Where are these people? How do we fnd them? How do we encourage them to become a "now" prospect? — that is the role of make marketing. The owners of specialty home improve- ment companies recognize make marketing as a method of reaching the prospect — before their competitors. They employ "follow up" on unsold leads. They utilize direct mail, print media, TV shows/events and canvassing. Canvassing is an inexpensive way to reach potential customers; it is also the most expen- sive if not carefully planned and executed. A canvassing plan can be as simple as working around a job under construction or recently completed. It may include door hangers for those not at home. It may represent your frst Growing your business with 'Make Marketing' A recent editorial of this publication quoted Dave Yoho, the head of a large, successful consulting group that represents this industry, on the subject of take–vs.–make marketing. So this month, we interviewed David Alan Yoho (his son), who has more than 30 years' experience in developing and teaching others to manage make marketing programs. Photo: Tracy Hegg 52 SPECIAL SECTION: HOME IMPROVEMENT PRO | August 2015 QR QualifiedRemodeler.com

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