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Name of Client: All Weather Seal

Location of Client: Lowell, MI

Description of Client’s Business: All Weather Seal is a exterior home improvement contractor selling stone coated metal roofing, replacement windows and insulated vinyl siding. The company generates approximately $10,000.000.00 in annual sales volume.

Client’s Issue:
All Weather Seal had experienced considerable difficulty achieving a healthy return on investment with all forms of inbound lead generation through a variety of advertising channels. However, the company had experienced success with their door-to-door canvassing program, so they were searching for an additional lead source from which they could manufacture leads through direct-contact with the consumer.

Tony Hoty’s Solution to Problem
Tony provided a comprehensive outline for developing an effective event marketing department. Tony began by recruiting and placing an experienced manager to the lead this new event marketing program. Tony traveled to Lowell, Michigan to coach and train this new manager once she began employment. Tony returned regularly to lead by example at at home shows, expos, fairs, festivals and other live events. Tony also scheduled “Plan & Review” sessions via phone and web conference in order to review metrics remotely and held this department accountable to various standards and results. Tony provide a great deal of ongoing support for ongoing training and upholding best practices.

Results of Implementing Tony’s Solution
The event marketing department at All-Weather Seal has grown to become the largest source of sales revenue for the organization. Within the first year, the company had generated over one million dollars in sales volume and has grown the department to consistently produce over five million dollars in annual sales.

Quote from Client:

“I originally contacted Tony to help our company develop a door-to-door canvassing program. Once he successfully accomplished that task, we engaged him to help us develop the event marketing department. These two programs are the equivalent to the heart and soul of our business!”
– Scott McDowell, Owner

Name of Client: Southwest Exteriors

Location of Client: San Antonio, TX

Description of Client’s Business: Southwest Exteriors is an established replacement window and siding contractor generating approximately $10,000,000.00 in annual sales volume. (2013 – 2014)

Client’s Issue: Southwest Exteriors had participated in various home shows and other live events to exhibit products and generate leads. The results from these events were not providing an adequate return on investment. The company had one medium sized booth space and exhibited its products in typical fashion consistent with all other vendors present at the show. The sales team staffed the exhibit which caused an issue of over-qualification reducing the number of potential appointments.

Tony Hoty’s Solution to Problem
Tony visited with Southwest and introduced a variety of strategic methods for increasing booth traffic which included multiple booth locations, additional exposure through sponsorship, as well various attraction devices designed to drive consumers to their booth space. Furthermore, Tony suggested the removal of the in-home sales staff as the employees responsible for working the home show. The sales team was replaced by event marketers that were trained specifically to execute the home show strategy and schedule firm appointments with his proprietary seven step process.

Results of Implementing Tony’s Solution
After implementing Tony’s recommendations at the San Antonio Spring Home & Garden show held at the Alamodome, Southwest increased their sales from $30,000 to $318,000. That is an increase of over ten times the previous year!

Quote from Client:

“Tony has very valuable experience in home show and event marketing that helped us get up to speed quickly. As a result, we are now seeing a significant improvement in the ROI (return on investment) we need to justify these costly and competitive endeavors.
– Scott Barr, CEO

The holiday season can pose several additional factors that make the last month of the year an extremely difficult time to generate leads in the home remodeling industry.  So much so, that it can bring a frown to the faces of many who feel they are fighting an uphill battle to book appointments.  Let’s take a look at what many successful companies have done to turn that frown upside down.

Have a contest – Hosting a contest for your marketers to generate demonstrations during the first three weeks of the month is always a good idea.  You can tie this contest to a Holiday bonus or perhaps to paid time off during the time that employees hours may be reduced or eliminated around Christmas and New Years.  In addition to promoting this contest to your employees to boost morale, it is also a good idea to have your marketers inform prospects that they are competing in such a contest.  This just may awaken the spirit of giving within them enough to make time for a demonstration during this very busy time.  After all, it does not cost the prospect anything.  And If they feel they are likely to get a good deal, while at the same time helping a hard working person achieve their goal, it is perceived as a win / win for everyone.

Give a reason for the season – often times prospects will procrastinate on major projects especially if they feel they have a justifiable excuse.  Therefore, deferring until after the first of the year is a common objection offered by homeowners who have no incentive to act now.  That is why presenting a special offer that is unique to this time frame is very advisable.  Furthermore, being prepared to explain that just as spring is the best time to find a great deal on a winter coat, so is year-end the best time to shop for home improvements. The more enticing and believable your story is, the more likely it will work!

Sand Bag – Although it is a good idea to keep a regular regiment of staying in touch with your previous customers, it never hurts to allow your database of existing clients to rest a bit before making a big push at the end of the year.  Many companies have put up record numbers by focusing nearly all of their efforts on past customers in the month of December.  It seems that leveraging an existing relationship to buy time for a brief appointment can be much easier than asking strangers for sufficient time for a full demonstration when their schedules and budgets are maxed out!

Recash the Rehash – Just like previous customers, having a year-round approach to rehashing unsuccessful demos is a must.  By the same token, making a concerted effort to resurrect any unsold demos in the month of December is extremely wise.  Similar to many other special offers or promotions, the success can depend on the prospects willingness to “buy in”.  Many successful rehash approaches include an enticing offer that is only available for a short period of time.  There are many logical and believable reasons as to why your company is making such a spectacular offer as part of a year-end sale. These reasons lend credence to your pitch for urgency and make it a great time to exhume business from old and dormant proposals.

Like most business strategies, preparation and planning are the keys.  By formulating a solid scheme in advance you too can make it a December to remember!

Happy Holidays,

Tony

Boo! Day Light Savings time is less than a week away.  And for those door to door canvassers who will be knocking after sun down, the change can be a little scary.  There are numerous factors that can have a derogatory affect on performance this time of year, so let us address them one by one so we can best prepare for the unique challenges the darker, colder seasons can present.

Adjust Your Hours – although contact rates can be low during the daytime, the fact remains that reception at the front door is greater during daylight.  Homeowners feel more comfortable coming to the front door to greet strangers when they can see them more clearly.  As a result you may want to target neighborhoods with an older demographic.  Search for areas with large numbers of retirees.  Sometimes this type of research can be done online through websites like Zillow.com.  In other cases it must be done through more in-field scouting by seeking out classic American icons from an older generation like lawn jockeys, yard gnomes, and concrete geese dressed to the nines!  A strong emphasis on canvassing in neighborhoods with these types of décor will yield increased results during daytime hours.  Lastly, stretch the weekend schedule!  Increase the hours on Saturday and add Sunday to the weekly schedule as well.  These are the only two days of the week where we are likely to reach homeowners during daylight hours.  The myth that Sunday is a day of poor reception at the front door is far from true.  I have tested this theory all over the U.S. including the heart of the Bible Belt.  The fact is that those who would be offended by your visit on the holy day are typically at church or brunch and not at home to offend…

Dress for Success – In addition to neat, business casual attire, and dressing warm for the weather, I have found it to be incredibly helpful to wear two items in particular. The first is a lanyard I.D. badge.  In addition to your photo, this badge should have both you company name and your personal name for identification purposes.  Furthermore, many canvassers have found reduced harassment from homeowners and law enforcement alike by placing the word PERMIT in bold print at the top of the badge.  This can be an internal permit for all intensive purposes, but the very presence of the word instills confidence if both the door knocker as well as the consumer.  Last but not least, sporting a bright colored safety vest (much like road workers wear) has a tremendous impact on contact rate.  It seems homeowners are much more likely to answer the door when they feel the person beckoning them may be coming from the utility company, city, or delivering a package… whatever the case it works and is especially effective after dark.  To view a brief video where I discuss this topic in depth follow the link below:

Canvassing Uniform / Dress Code

Focus on The Now – Knocking on doors through an entire dark, cold, wet, winter is not something anyone looks forward to.  Therefore, the tendency for high turnover at this time of year can be quite prevalent.  The use of daily cash bonuses can be very effective at shifting the canvassers focus from long- term to short-term almost instantly!  By offering daily cash bonuses, the employee mentality swings from that of preoccupation with the arduous task of knocking through an entire season of inclement weather, to: How can I put some extra money in my pocket today!?  If you change their way of thinking, you will change their results.  In the end that is the only sustainable method for increased performance.

Other valuable Tips – Maintaining good moral among the canvass crew is paramount this time of year. Some additional suggestions for doing so include strategies like team incentives that allow for early quitting time provided that the group has hit their daily appointment goal.  I have found that encouraging canvassers to embrace the seasons by dressing up on Halloween and wearing Santa Clause hats during the month of December has also had a very positive effect on their spirits.  Other small motivators include things like taking periodic breaks for hot chocolate to warm up and rejuvenate.  On a final note, the use of colored pencils versus pens is key in colder temperatures as pens often freeze up and fail to work.  Not only does this pose the obvious problem, but it can leave the canvasser thinking if my pen doesn’t even want to work in these conditions, then why should I…

Ultimately it is important to have a winning attitude.  And like winning, canvassing is not a sometime thing it is an all the time thing. So be sure to embrace these valuable tips!

Cheers,
Tony

Just as a well balanced diet provides enough energy and nutrition for the optimal growth and development of a human being, so does a properly  equalized and diversified portfolio of lead generation lend to the stability and growth potential of a home improvement company.  When the human body is lacking certain vitamins and minerals as result of what it is being fed, it can become vulnerable to illness, disease, or even death.  I have found that a similar phenomenon is true for remodeling companies as well.

Depending upon our backgrounds and experience, we business owners often have strengths in one particular area of marketing.  For example, many who got their start in the industry by knocking on doors to set appointments, have an excellent handle on that type of lead generation.  However, when the daylight diminishes and the bitter cold sets in, canvassing efforts can yield diminishing returns.  By the same token, companies who have found a niche in advertising on television often find themselves in a pickle when political campaigns and other factors cause normal advertising rates to sky rocket well outside the scope of affordability.  Lastly, some companies thrive at trade shows with large, elaborate exhibits that really draw a crowd and produce results.  These shows can sometimes contribute to a third of a company’s annual revenues.  However, in between such shows the company and the staff are often so starved for business that unnecessary turnover and related issues can result from the lull in business.

To avoid these types of scenarios it is imperative that we find a way to diversify our marketing efforts with a wide array of lead types.  First you will want to analyze what is working for you. Second, you will want to take a look at the downside or the negative aspect of being so dependent on that primary lead source.  Then you will want to make a logical choice regarding a new marketing effort that will help neutralize or balance out any weakness associated with your current forms of marketing.

Allow me to elaborate.  Many of my clients are among the top 100 remodelers in the country.  Most of which do an excellent job with inbound media.  Some have outstanding television and radio campaigns, while others excel with direct mail, internet, and print media.  Never the less, they have all found a way to make the phone ring…. most of the time…  What about those times when the phone doesn’t ring?  Is it dangerous to have so much of the marketing budget devoted strictly towards inbound marketing efforts?  Expert advisers would say yes!

The above may have you guessing about what types of outbound marketing are truly viable enough to help you diversify. Therefore I have prepared a short list of recent trends that have been working well for companies from coast to coast to help them proliferate their marketing mix:

• Canvassing
• Shows, Fairs & Events
• Big Box Store Kiosks
• Local Retail Store Kiosks
• Warm Call Telemarketing (radius calling around job sites)

Once you have selected a new lead source to add to your existing assortment, there is one last thing to keep in mind.  Change is difficult, even when it is what is best for your organization.  Just as the body of a long-time vegetarian will violently reject its first steak dinner, so will your company struggle to acclimate towards a foreign lead source. Therefore it is imperative to persist beyond the initial struggles associated with the unfamiliar leads as they are often a huge opportunity for a healthy stable future.  For further assistance incorporating and assimilating new lead sources in to your business, feel free to contact me personally.

Cheers,

Tony