Question

Topic: Copywriting

Promoting Financing Options For Carpet/flooring

Posted by Anonymous on 1/23/2015 at 4:57 PM ET 500 Points
A little background about my flooring company: This company handles high volume flooring for new build projects (both residential and commercial). Residential business is good but not growing as much as we would like.

For residential, we are aware that our company has a reputation for being "very expensive, or over priced." Flooring as a whole can be expensive, but we believe that we are on par, price wise, with local retailers, thus we try to emphasize our customer service- from initial bids, to design and installation, and after care, we take very good care of our customers, get jobs done in a timely manner, and offer a full 12 month warranty- we come out and take care of anything related to our work. Most of our residential clients are high end clients who've been coming into our store for decades.

So we are trying to reach out to new clients such as young people who may be first time home owners and DIY'ers. Basically, we are want people to come to us rather than Lowe's or Home Depot.

Which brings us to promoting financing: Offering financing is new for us. We intend to advertise on local tv, print, and online. Our financing is being provided through a local bank. It's the biggest local bank, it's well known- so we know people will recognize the name, and hope people will feel safe knowing they're money is local.

What I need are ideas for copy or taglines that I can use in our tv and print/online ads that announce that we now offer financing options. We want to be able to say "yes, you can have that big flooring remodel of your dreams, we can finance you, come see us today" without sounding obnoxious.

I'm sorry if I'm not explaining myself well.

Any help is appreciated. Thanks.
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RESPONSES

  • Posted on 1/23/2015 at 5:44 PM Accepted
    I'd go right to the benefit: "We make it easy to have the flooring remodel of your dreams."

    Don't focus solely on the financing part. Give 3 or 4 other ways you make it easy too. If you stress financing you risk sounding like you're defensive about being expensive. ("They have to offer a financing option because they are so expensive that nobody can afford to just write a single check.")

    Sell the selection, the warranty, the major brands, the interior design professional you have on staff, the installers with decades of experience, next-day installation, etc., etc. And THEN it's OK to mention that you have attractive financing options for qualified buyers.

    Your customers are not shopping for financing plans. They're shopping for a beautiful home. Give them what they want first. Let the financing plan contribute in a supporting role.
  • Posted by Jay Hamilton-Roth on 1/23/2015 at 11:19 PM Member
    Michael's given you great advice. A shorter form of the benefit statement might be, "(Having) Beautiful flooring has never been easier". If people haven't been purchasing from you because you didn't offer financing plans, then you might consider "We now offer (affordable) finance plans". Another benefit - worry-free flooring (it comes guaranteed).
  • Posted by beepbeep52 on 1/27/2015 at 11:27 PM Member
    Just add "We offer affordable 'No Credit Check' finance plans" prominently to your copy to DIY'ers, etc. 46% of people don't have a 650 FICO score to qualify for a traditional credit loan. See my profile for contact info for the source of the finance plan.
  • Posted on 1/28/2015 at 12:35 PM Author
    Thank you all.
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