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