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Webinar Posting: Fighting The Clone Wars

Break Free From The Crowd.

Set Your Company Apart With Superior Marketing.

Get More Business. At Higher Prices. With Less Price Competition.

Make More Money.

Welcome to THE CLONE WARS!
 Why clone wars? Because the fact is, from a MARKETING perspective, almost all construction marketing looks nearly identical. Sure the colors and logos are different, but let’s be real: most home improvement websites, most brochures, most advertisements, and almost everything else look almost exactly the same!

You’re competing against a bunch of clones!
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Why You’re Terrible At Marketing

This Guy’s Marketing Works So Well He’s Famous—And One Of The Biggest Remodelers In The Country.

This Guy’s Marketing Works So Well He’s Famous—And One Of The Biggest Remodelers In The Country.

The Good News: It’s Not Your Fault.

The Bad News: It’s Imperative That You Overcome This Weakness.

By Rich Harshaw  

I’ve met exactly one marketing genius in the remodeling industry since I began specializing in contractor marketing in 2005.

His name is Brian Elias, the charismatic owner of Hanson’s Windows in Detroit. He’s built an impressive business somewhere in the neighborhood of $70 million a year—not by having better products or service than everyone else—but by lapping the field in marketing.

I had breakfast with Bryan a couple years ago at a hole-in-the-wall diner near his office. What impressed me most was not Brian’s grand plans (he has many) or his mountains of success (ditto); what caught me totally off guard was how everyone in that diner reacted to him.

This window salesman-turned-TV-star had the entire diner craning their necks, pointing fingers, and whispering, “It’s that guy from TV,” in hushed tones. The waitress was clearly star-struck: After asking for his autograph (no kidding), she requested a picture with him so she could text it to her daughter. The commotion was about on par with what you’d expect from say, Neil Diamond or Chevy Chase.
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Dealing With Crappy Internet Lead Services

Homeowners Unlucky Enough To Request Quotes Via Online Lead Services Are Going To Get Swamped By Contractors.

Homeowners Unlucky Enough To Request Quotes Via Online Lead Services Are Going To Get Swamped By Contractors.

Homeowners Unlucky Enough To Request Quotes Via Online Home Improvement Lead Services Are Going To Get Swamped By Contractors

There’s A 95% Chance You Should Just Stay Away.
But There’s A 5% Chance You Could Make A Ton Of Money….

By Rich Harshaw  

You know a company is in trouble when they feel compelled to change their name.

Amway became Quixtar to disassociate itself from cheeziness. Andersen Consulting became Accenture to avoid being identified with the word “scandal.” Philip Morris changed its name to Altria because, well, you know. And Kentucky Fried Chicken hoped that KFC would obfuscate their finger lickin’ origins.

So it shouldn’t have come as a surprise to anyone in the remodeling industry when online lead seller “Service Magic” decided to get new letterhead and business cards as they updated their name to Home Advisor in 2012. According to the official company line, the reason had more to do with a dissatisfaction with the word “Magic” in their name, and a shift to a focus on home maintenance.

In a related story, in my decade-plus long career in contractor marketing, I’ve yet to find a single business owner who claims to actually like the company.
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Landing Page Debate

Why Make Prospects Fill Out A Form To Get Info… When You Can Just Give Them The Info They Want?

Why Make Prospects Fill Out A Form To Get Info… When You Can Just Give Them The Info They Want?

Should You Direct Your Online Prospects To A Lead-Capturing
Landing Page…

Or Should You Direct Them To Your Full Website?


By Rich Harshaw

Note: About once a month I answer questions that come to me via email or via one of my call-in webinars. If you have a question, please email it to me at rharshaw@mymonline.com.

Hey Rich:

I attended one of your webinars where you discouraged using landing pages for capturing home improvement leads. You suggested just using your regular website instead. But almost everyone else I talk to says the exact opposite; they say I’m better off having multiple landing pages for various lead generating campaigns. Would you mind explaining your rationale in more detail? I’m starting to get a lot of pressure from some of these people (including my business partner), and I need to decide one way or the other soon.

Scott H.

Hi Scott,

I hear you! This is a thorny subject, and one that’s subject to quite a bit of debate. You’re right; I’m a staunch supporter of driving all your web traffic into you main website instead of splintering the traffic into multiple landing pages. I’ll explain why in just a minute… but let’s start this discussion by exploring WHY most people are proponents of the landing page approach:
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