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Four Guerrilla Marketing Tactics Contractors Can Use Right Now

Driving Around And Literally LOOKING For Homes That Need Your Services Is A Quick Way To Round Up Easy Leads

Driving Around And Literally LOOKING For Homes That Need Your Services Is A Quick Way To Round Up Easy Leads

Driving Around And Literally LOOKING For Homes That Need Your Services Is A Quick Way To Round Up Easy Leads

Use Your Brains Instead Of Your Checkbook To Generate Home Improvement Leads

By Rich Harshaw

A few years ago I was talking with one of my clients, the owner of a very successful metal roofing company in Indianapolis. We were working on a dizzying array of sometimes complex roofing marketing campaigns including everything from high-frequency mailers to radio, pre-positioning materials, home show displays, phone scripting, email marketing, and more.

At some point during one of our many conversations he sighed and said, “It was so much easier when I was young and new in this business. I got all the business I could handle by driving around high-end neighborhoods in my truck with a handheld microcassette recorder looking for homes with roofs that clearly needed to be replaced. I’d make a note of the specific addresses on the recorder, then go back to the office, jot them down, then send them a simple hand-addressed letter saying I had noticed their roof had some issues and would it be okay to come over and give it a formal inspection?”

When I quizzed him a little bit more about how many letters he could send in a day (ten to twenty, a few times a week), how many responses he would typically get (two or three for each ten sent), and whether or not the inspections led to quality sales (yes), I asked him the only remaining logical question:

WHY ON EARTH DID YOU STOP DOING THIS!?!?!
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Itty Bitty, Teeny Tiny Canvassing.

No! I’m Not Talking About Hiring Dwarves To Canvass For You! I’m Talking About A Small-Scale Project That Pays Huge Dividends.

No! I’m Not Talking About Hiring Dwarves To Canvass For You! I’m Talking About A Small-Scale Project That Pays Huge Dividends.

You Don’t Have To Hire And Manage A Van Full Of Sketchy Door Knockers To Have Success With Canvassing.

Just Start (And Finish) With One Guy.

By Rich Harshaw

Read to the end of this article for a challenge. It’s limited to the first three companies… so hurry.

About five years ago I had a client in Washington D.C. that had built his entire business on canvassing. You know what I’m talking about—old school, pavement-pounding, number-crunching, knock-till-your-fingers-bleed canvassing.

His secret weapon was the University of Maryland, which was about five minutes from his office. Back in the days before online message boards, he’d post notices around campus on real life bulletin boards and telephone poles advertising high paying part-time jobs for college students. He’d get a virtually unlimited stream of kids willing to pound doors… and in return, he’d pay them $10 to $20 an hour depending on their production. This was back when minimum wage was in the $3 to $5 range. On the strength of those college kids, he built a solid company that always had an abundant lead flow and healthy sales.

Then when the century changed, a funny thing started to happen—the university students stopped responding to those bulletin board notices. Promises of signing bonuses, spiffs, and higher starting salaries did little to change the tide, so he started looking elsewhere, including Craigslist, miscellaneous job boards, and even street-corner day laborers. Suffice it to say, the quality of the canvassers went down… to the point where he abandoned canvassing altogether and got serious about advertising instead. That’s how and when I met him.
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Freshly Posted Contractor Marketing Webinar: Guerrilla Marketing Tactics For Remodelers

Please enjoy this video of yesterday’s unique, fun, and idea generating webinar, Guerrilla Marketing!

Please take a moment to reach out to our sponsors and thank them for bringing this kind of quality content to you: Marketsharp, Qualified Remodeler Magazine, Bathwraps by Liners Direct, Guild Quality, and Gutter Covers International.
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Fun With Gift Cards

The Reluctant Buyer Suddenly Turned Into A Motivated Now Buyer… Thanks To The Gift Card.

The Reluctant Buyer Suddenly Turned Into A Motivated Now Buyer… Thanks To The Gift Card.

People Perceive Gift Cards To Be Extremely Valuable…
Here Are Seven Ways To Use Them To Your Advantage.

Written by Rich Harshaw.

A few weeks ago I wrote an article called “Wink, Wink Deals” and gave an example of a remodeling salesman pulling a gift card out of his wallet and offering it to a client as a “deal clincher.” I’ve had several people ask me for more details about that, so I decided to cover it in more detail—along with several other ways to use gift cards in your business—in today’s article.

But first let’s talk about gift cards—what they are, how they work, and why they’re so darn powerful in a contractor’s marketing campaign.

For our purposes, there are two different kinds of gift cards—gift cards that can be redeemed for purchases with YOUR COMPANY, and gift cards for other companies… usually restaurants or retailers.

The second kind of gift cards—restaurants, retailers, etc. —have swept over the country like a plastic tsunami in recent years. They’re the go-to (and admittedly lazy) gift for all occasions—from birthdays, to holidays, to thank you’s, to graduations, to anything and everything else. These kinds of cards can be extremely useful in a marketing campaign… but they also have given a sort of “credibility by association” to the other kind of gift cards—ones that are only valid for purchases at your company.
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