How to add the neighbors to your database

Last fall I was invited to an open house, hosted by a Minneapolis Design-Build company at my neighbor’s house down the block. The event was VERY well attended, and everyone who saw the project was impressed by  the quality of the work.

Last week I learned that this same builder is hosting a cooking demonstration at a local showroom. But he had not sent me an invitation. He hasn’t added me to his mailing list – even though I live just three doors down from one of his best projects.

Here’s one way to add project neighbors to your database. Easy and not very expensive. Once you learn how, you can select neighbors, purchase records, and add them to your database in less than 15 minutes.

There are several commercial databases that allow you to purchase mailing list records online. This example is from infousa.com.

Step 1. Enter the address of your project.

Step 2. Draw a shape to select the addresses you want to add to your mailing list.

Step 3. Purchase the records (in this case their are 18), download them and then import them into your database, or add them to a “master list” in Xcel.

 

Fool me once, shame on you; fool me twice, shame on me

I just received an email blast with the title “Double Dip Predicted for Home Remodeling.”

“If I could have reached through the screen and had a word or two with the publisher,  I would have been able to flush out the “real” reason why they sent this email. (to get eyeballs reading it).”

As the recession neared a few years back, the speculation was overwhelming on what we were headed for.  It is time start analyzing the necessary planning it may take to create a “proactive firm.” One that can grow despite external market conditions.  It is also time to STOP doing things that got us in trouble last time around, and froze us in our tracks.

3 Things to Stop Doing this Time Around

1. Stop reading press from National news sources that have little bearing on your local market, and your local niche inside of your local market.   Broad economic statements should not be used to plan the growth of your business.

2. Avoid listening to a small sampling of your peers as they try and predict the “pulse” of what’s going on.  Just because someone “feels” things are slowing down, doesn’t mean it is because of real economic shifts.

3.   Don’t be the farmer sitting around with the other farmers asking, “is it going to rain today.”  Get out in the field and harvest what you have, and stop worrying about events out of your control.

3 Things to Start Doing this Time Around

1. Capitalize on “all” leads.  Treat every inquiry as if it will be a lifelong relationship, and be willing to be flexible with your client’s timelines and immediate available budget.

2. Have systems in place to produce immediate data for sales, gross margins, and overhead costs.  Know exactly where you stand every month to remove risk, and to be able to make “quick” shifts in your overhead if necessary to hit your profit targets.

3.  Create a business plan based upon three scenarios.  Good, better, best.  Execute to obtain the “best” plan, and if the economic forces are too tough to bear, you may be knocked back to “good.”  It is a lot easier to rebound from “good” than from a negative position.

Back to work on your growth plans.  Be ready to shield yourself from negative conversations, negative media, and a lot of “speculation” in the coming months.  Last time this information may have froze us for a while, but this time, it won’t!

If you are busy running your business and need someone to help you keep an eye on your business strategy, finances, or marketing strategy in order to adjust to a rapidly changing business climate, your investment in a Virtual VP may be the answer.  

For more information on how Virtual VP’s help residential building industry firms improve business results, click here.

5 Secrets to a Successful CoTY Award Binder

It’s that time again, the deadline for CoTY Award Binder Submissions is 1 PM Thursday, September 29, 2011. I just got off the phone with Tim Chase from NARI-MN. Here are Tim’s Secrets to making your project a winner.

1. Tell your story

A good story will stand out and is just as important as the photos. According to Tim, “The idea is to do this part really well.” Some companies are not wordsmiths, so they find someone to help them. Choose your words carefully. A clear, compelling story can be told in few words.

2. Choose Photos Carefully

Photos don’t have to be professional, but they do have to help illustrate the story. One good picture is better than five mediocre pictures. It’s best if your before/after pictures are taken from the same angle, but according to Tim, it’s not a “deal breaker.”

3. Check and Double-Check

Make sure your binder is complete. Binders that are missing pieces will be disqualified. Use the checklist to make sure it’s all there.

4. Spend time on the design statement and m.c. script

According to Tim, this is where a lot of companies fall down. Make sure you give this part attention. “Poorly written submissions with typos and misspelled words are not helpful,” says Tim. “The judges really don’t like that.”

5. Visit the NARI-MN office to see examples of winning submissions

Not sure how “good” your binder needs to be? Stop by the office to see examples of winning submissions.