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.

“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.

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.

Spaces Editorial Portfolio Review | September 28, 2011
3:30 – 5:30 PM / Reception 4:30 -6:30 PM
RSVP to Kelly Rogers 651-228-5509 | krogers@spacesmag.com

SPACES WANTS YOUR SECOND HOME PROJECTS!

The Spaces staff is looking for beautiful second home projects to feature in the December/January issue. Come to the portfolio review to show a recent project or two and meet new editor, Sue Campbell. You’ll have three minutes to explain what went into your project, why it’s unique and how it might fit with Spaces.

For more information contact Martha Severson, 651-225-1217 | mseverson@spacesmag.com

A marketing strategy is the WAY you will create customers. Basically there are four things you need to keep in mind about marketing strategy.

1. Marketing strategy is shaped by business goals and strategy.

Strong marketing strategies are built on a foundation of business goals and direction. Without a clear business strategy, marketing is like a crazy dog without a leash.

2. Marketing strategy includes the WHO, the WHAT, and the WHY

Know your customer, and choose your target markets wisely. Develop and promote products and services that fit your buyers. Know and communicate why they should buy from you.

3. Marketing strategy supports the firm’s efforts to strengthen or improve its POSITION in the industry/marketplace

Marketing helps buyers understand who you are vis-a-vis other options in the marketplace. You can’t be all things to all buyers. Stake your claim with your marketing.

4. Marketing Strategy describes most efficient and effective way or path to attract and create customers.

Marketing strategy is the “main thing”. It’s somewhat flexible, but should have a long-view. And it won’t change very much unless there is a major shift in the environment or company circumstances.

Examples of a Marketing Strategy:
The number one way we will create customers is: referrals from residential customers and business professionals. (Referral strategy)

The number on way we will create customers is: creating opportunities for people to SEE or SAMPLE our work. (Sampling Strategy)

The number one way we will create customers is: convert website visitors to leads and customers (Online Strategy)

The number one way we will create customers is: increase visibility in the marketplace (PR/Advertising strategy)

The marketing plan is the details of HOW you will execute the strategy. It’s the roadmap, adjustments are normal and expected.

Helpful tip #1: resist ideas that don’t support the strategy, or you will waste time and money.

Helpful tip #2: too many strategies will spread your resources too thin and reduce the effectiveness of your marketing.