Construction Marketing
As a contractor, if you don’t have a direct response system, you are leaving cash on the table. Absolutely every contact you have with anyone who may be a prospect or who even one day meets someone who may need your services NEEDS A DIRECT RESPONSE SYSTEM OR IS LOSING THE BOAT.
What is “direct response”, you ask? It is quite simple. You must have a valuable offer and a specific call to action. The worst mistake most contractors make is handing out their business card to new prospects and then simply crossing your fingers. If you haven’t noticed: business cards and other marketing materials are so easy to ignore, lose, and discard. And the websites are even easier to escape. Just click, right?
This is true unless you have a killer direct response OFFER and a CALL TO ACTION. This works so well it’s ridiculous. And it is so simple. However, few construction companies use it. I do not know why. I just put my hands on that one. For example, a free report could be your offer. Then you could have more products and services available for sale to people who want more of what you have to offer.
Your call to action? Ask people to get on your email list for more valuable information. Can you make a report for free? Safe. Are there other options that might work better for a construction company? The possibilities are endless.
Let me share some examples of direct response techniques that have worked in the past:
A builder I know has been offering a free hot tub with the purchase of a new home. This may seem like an expensive method. But the cost of this method can be justified by incorporating part of the cost of the home.
There are also some inexpensive, high-impact methods that you can use to create an attractive offering. Personally, I use an offer for a report full of free information. I advertise this report on my business card, my website, and any other publication or marketing piece that reaches my target potential customer.
One area of marketing where this works very well is direct mail. With direct mail, depending on your goals and costs, you should aim for a response of at least 5% to 10%. This means that for every 100 letters or postcards you send, you will receive 5 to 10 phone calls. For the typical construction company, a response rate of 5% to 10% would be very effective and would make direct mail a valuable endeavor for your business. It is possible, with good writing and a great call to action, to get a response rate of 20% or more!
Using an offer and a call to action in your direct mail can mean the difference between no response and a response that will provide you with enough projects to keep you busy for months.