Note: Over the next few posts, I’m going to share an in-depth case study about one of our clients, Soberg Windows & Doors. I’ll show you how we took his internet marketing from “Dud” to “Stud”—and shaped him a powerful, lead-generating online presence—within nine months.
Here’s Part One of the case study, which focuses on creating the client a strong Identity.
Sometimes it pays to be the big fish in a small pond. Just ask Troy Soberg.
Troy owns Soberg Windows & Doors, a window replacement company located in Walworth County, Wisconsin.
Walworth is a small, scenic rural area about an hour and a half from Chicago. It’s made up mostly of blue-collar folks, and it’s also a popular resort area for people from big cities (like Chicago) who own vacation homes. As a result, Soberg provides windows and doors for houses anywhere from $100K to $5 million.
When the entire county you service has the population of an average-sized U.S. city (a hair above 100,000), reputation is everything.
“In a rural area, the biggest thing to focus on if you’re a contractor is your reputation,” Troy says. “The area we service is made up of a bunch of small towns 15 minutes apart. Word of one bad job spreads like wildfire.”
Contractors in general have a bad reputation. Contractors in small towns are thought of even more poorly—especially by people who live in large metropolitan areas.
“A lot of people who own vacation homes here who are from big cities like Chicago think Wisconsin contractors are a bunch of unreliable idiots who don’t call back, follow through, and lack professionalism,” says Troy.
Prior to joining Monopolize Your Marketplace in 2013, Troy personally created Soberg’s old website and ads.
Since he knew little about marketing, he had trouble communicating that his company was the opposite of the stereotypically unreliable, unprofessional small-town contractor. “I was shooting from the hip. I didn’t know much about marketing, branding, or SEO. I didn’t have a plan. I didn’t know what I was doing or the kind of content I should be creating. And my website wasn’t drawing people in.”
Then Troy discovered Monopolize Your Marketplace
At first, Troy was skeptical of investing in MYM. But Troy knows that to make money, you’ve got to spend money.
“I knew I needed help with my contractor marketing. Initially, I didn’t have the funds to pay for MYM’s services. So I found the money to do it. It has definitely paid off.”
Creating A Powerful Identity
To set Soberg Windows & Doors apart from the competition and help them monopolize their marketplace, we needed to create an Identity that proved the company was not the usual “Chuck in a Truck” contractor so common to the area. So we based his Identity on his immaculate reputation. Here’s a look:
Soberg Window & Door’s MYM-built website homepage (above the fold).
Right off the bat, the Identity focuses on how important Troy’s reputation is to him. To show that he puts his money where his money is, we placed numerous links to reviews and customer references throughout the page.
Focusing on Soberg’s reputation has paid off big time—especially with those affluent second-home customers. “Advertising my good reputation goes really far with the second-home market. They’re so impressed by our company and Identity that often they don’t even get estimates from other contractors. The Identity is working very well and people respond to it. Even my competitors say I have a great website!”
Ready To Monopolize YOUR Marketplace?
Next I’ll post Part Two of Soberg’s MYM marketing transformation. That one covers SEO.
In the meantime…
If you’re interested in knowing more about becoming an MYM client, give us a call at 817-416-4333 or visit our website and use the Live Chat box.
© 2017, Rich Harshaw. All rights reserved.