Question

Topic: Advertising/PR

How To Advertise A New Business

Posted by Anonymous on 5/26/2008 at 9:56 AM ET 125 Points
I have a very established residential remodeling company in Colorado Springs, Colorado...www.hammersforhire.com, I have been focused on larger projects over the past few years and have not been able to handle smaller repairs and maintenance jobs requested by my past clients. I decided that I wanted to take care of those clients fearing they would be upset and not call on me again. I created a new division of my business called "Distinctive Estate Management" which is set up to create home maintenance plans customized to an Owners needs. We feel that this could be a very profitable and exciting business but want to promote this to medium to high-end home owners. I Google maped all the high end areas of my city, wrote down all the street names and then went on the accessors web site and printed 800 names and addresses for people that had homes $600,000 and higher. I plan to create a very nice letter with a list of services and send it to all of them, I even bought really nice linen paper to make it look nice. My question is, does anyone have an opinion of a better resouce or way of advertising to people who are going to be a little harder to get your foot in the door with? I want to send the letter but also dont want them to feel like this is a direct mailer, coupon book and just throw it away.
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RESPONSES

  • Posted on 5/26/2008 at 12:51 PM Accepted
    I wish you much success with your business venture. Have you thought about your local business journal. In our city the business journal lists people who have recently purchased homes that are $500,000 or more. Sending them a letter of congratulations and offering to help them as they settle into their new homes while describing the benefits to them of your company may help to add a few more customers. Also join the local chamber and connect with other businesses, many of whom might be homeowners in the area or provide other services to your target market so that you can help one another. Most chambers have a mailing list and give you opportunities to offer discounts as a chamber member as well as get the word out about your business. It might also be helpful to align yourself with businesses that deal with wholesalers in the home building industry who might be able to provide you with leads to the builders of some of those homes and to the homeowners. Also consider writing an article for the local newspaper/magazine about "Distinctive Estate Management" adding a quote from your business about the benefits to the homeowner and subtly putting in your business name and contact information. Hope some of this helps. regard, happynotes
  • Posted by Susan Oakes on 5/26/2008 at 7:27 PM Accepted
    Perhaps develop a referral system with plumbers, electricians, gardeners etc that service your area as a way of generating business.

    Also you could conduct PR with local newspapers and magazines that that your target market reads and either do an advertorial or perhaps run a Q&A column that answers typical problems and solutions for repair and maintenance work.

    Good luck
    Susan
    M4B
  • Posted by CarolBlaha on 5/26/2008 at 7:30 PM Accepted
    Remember -- its a journey and not a destination. As WMMA says, it will not happen with one mailing. And would you trust someone with your home from a single mail piece?

    You have done some great investigating. And, having a rep agency in Colorado and in the construction field-- I know why. You have to change how and where you are marketing.

    Think about ways to be a resource. Design your pieces so that home owners will start to feel their pain. make every piece pass the "so what" test. Read it, and if you have a response to the "so what", you are on the right track.

    Remember too-- these homeowners probably do not do their own maintenance. They have a system in place. What will make them make a switch to you? Consider too, that many homeowners in this bracket in CO (high end but not really wealthy) are facing cash/mortgage crunches. Is there a niche for you to help there also?

    Chambers, Etc probably won't help you as they are geared biz to biz. But finding new owners who haven't made decisions on maintenance might (as post above)/ My suggestion is -- how can you follow up "in their face" to be more than a brochure in the mail. Who can you fusion market with to add credibility. How can you make personal contact?
  • Posted by Jay Hamilton-Roth on 5/27/2008 at 9:03 AM Accepted
    Tagging on Randall's idea - offer gift certificates to Realtors for them to give to their new sales instead of (or in additional to) a home warranty.

    Likewise, you could offer a subscription-based quarterly maintenance service (especially useful for both older owners and two-income earners), where you get a jump on the deferred maintenance to avoid costly repairs if ignored.

    A gift certificate for you services would also be an ideal father's day present: "Give Dad The Gift Of Time".
  • Posted on 5/27/2008 at 9:11 AM Author
    Thank you everyone for the great responses to my question, all the ideas posted were great, I especially like the idea of the local business journal and targeting new homeowners, the relationship and coop advertising ideas and the gift certificate idea.

    Thank you again for caring enough to respond...Danny
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