We’ve reached the end of our brief series on creating a home improvement marketing plan and—just like Santa—it’s time to deliver the goods. We’ve determined that equating planning to “knowing your numbers,” is basically flying by the seat of your pants. Then, we talked about the right elements of an effective plan from a 30,000 […]

Quick … how much did an average lead cost you this year? Not the industry average, that is, but yours? How about marketing cost as a percentage of revenue for your home improvement business? Many of you can answer those questions quickly. If you can’t, the question is: Why not? The easy answer is that […]

“Failing to plan is planning to fail.” You’ve heard it before, and while you might be able to work your way through parts of your home improvement business without a written, well-thought-out plan, when it comes to marketing, that’s one of the biggest mistakes you can make. Yet, for far too many dealers I work […]

While we are entering into what is typically the best time of year in the window and door business, many of us are also beginning to think about our marketing plans for 2019, with an eye to getting a good start out of the gate. Here are six things that you can begin working on […]

Herding our homeowner prospects is a tricky thing. Wikipedia defines the herd mentality as describing “…how people can be influenced…to adopt certain behaviors on a largely emotional, rather than rational (read: logical), basis.” Sales 101 teaches us that people buy on emotion, and then justify with logic. Because emotion is less about money, you’d think […]

Do you know what a curator at a museum does? By definition, he or she oversees the tangible assets of the museum. Once you head down the content-marketing path, you are a curator of even more assets in your business. After all, things that you create that drive potential buyers traffic to your website, and […]

For as long as I can remember I’ve enjoyed courtroom dramas. I remember watching Perry Mason as a kid with my dad. I always loved when an attorney would object. One specific objection always intrigued me and forms the basis for our final visit on the topic of business blogging. When one attorney objected by […]

“I don’t have a clue how to do it …” This is the most common statement that I hear when talking about the subject of a business blog with our dealer partners. I get it. I really do. So, that’s where we’ll spend our time today. The Cambridge Dictionary reframes “not have a clue” to […]

What’s the best way to make anyone stop what they are doing (or thinking about) and pay attention to you? We’ve been thinking through how to capture potential homeowner leads earlier in their research process via content marketing. Today, let’s get into the easiest entry into content marketing via a company blog. “Easy, you say?” […]

Last time, during our snow blower conversation, we began to understand the change in how people shop today vs. back in the day when I was in retail presenting door and window products to homeowners. Statistics tell us that homeowners do 60 percent or more of their research prior to reaching out to a salesperson. […]