Whenever I consult with a contractor and we’re going to do their site or launch an ad campaign, I always ask them what makes them so good.
I don’t mean that sarcastic, I’m not trying to come off like an asshole, I’m asking because I want to know what makes them better than their competition because I need to take use that to craft their message.
Good prices and craftsmanship is the ante
The answers I usually get are “best prices,” “best customer service,” or “quality craftsmanship.”
The three worst answers in construction marketing!
Want a better way? Try this:
If you can build a business with the core principles being that of community and values and relationships, that’s something that another competitor can’t replicate. They can’t replicate with their website, they can’t replicate it with social media, they can’t replicate it with their personnel because it’s not in the DNA to do that.
If they’re buying leads from HomeAdvisor and they’re spending a hundred dollars a lead and they’re buying 100 leads a month, they want a return on that…and it is usually at any cost. So it’s just go, go, go, slam, slam, slam, convert, convert, convert.
But if you can do it a different way, if you can do it a better way, if Mrs. Jones can get a feeling from you that you’re the kind of contractor she can trust with her home, her money and her family, that you want to build an actual relationship with her long after you’re done traipsing mud on her floor, then that’s something you can’t market around, and no one can compete with you on that.
So when you’re looking at your business and how you can improve it and do better things for your clients and customers, think about those things: your values, your relationships with them and even the community that you operate in.
I promise you that you’ll have a better result because of it. Because when the guy that just started last week is just now trying to make enough to make the truck payment, you’re going to win. Even if he beats you on price.