And I’m giving away the farm… right here, right now. For free.
Let’s get crackin’…
Pick The Right Home Shows
The one thing you don’t want to do is set up shop at a show where tumbleweeds outnumber humans.
Do some sleuthing on any home show you’re considering. Ask the show organizer for references from the previous year’s show. Then call the references and ask about attendance, attendee responsiveness, and if they’re attending this year.
If for some reason the organizer doesn’t give you references (not a good sign), check the event’s website—you can usually find info on previous attendees there.
Pick The Right Booth Location
Location within the show determines whether your booth is bustling… or a bust.
Try to get a spot smack-dab in the middle, or near the middle on the right-hand side. Why the right side? Well, ever been to a grocery store? Most of them lay out a counter-clockwise path for customers because studies show that’s how people tend to “migrate” while shopping. Crazy!
Also, try to get a booth next to a national company. They get lots of attention, so you can piggyback off their foot traffic.
And if possible, shell out extra for a premium location. It may cost you a little more upfront, but you’re practically guaranteed to experience better results.
Integrate A Powerful Identity
Infuse your booth with your business’s identity from head to toe. Make sure you articulate who you are, why you’re better, and what people can look forward to when they hire you. Convey the message with—you guessed it—power, passion, and precision.
Also, don’t slouch on design. You want banners and backdrops that attract the eye, not repel it (or worse, get ignored).
Here’s an example of home show materials done right:
Have A Giveaway
Giveaways are massively effective for drumming up interest in your booth. They also give you a reason to follow up with people after the show.
Make the giveaway amount large enough for folks to WANT to enter. A $100 remodeling giveaway? No one cares. A $10,000 remodeling giveaway? Now we’re talking! If you’re afraid of giving away that much, just think about how many leads it will generate, as well as the fact that—depending on your margins—the giveaway will only cost you about half the face value. You’ll easily more than cover the cost of the giveaway.
Lastly, have pre-printed signup forms, or—even better—a lead-capturing program like iCapture in Market Sharp. This way, you can effortlessly keep track of your leads and won’t have to juggle a bunch of drawing slips or try to read people’s chicken-scratch writing.
Attract Attention With The “Big Bill”
Want to grab passerby attention? Stop handing out pens, candy, and trinkets. (Seriously, has a free pen ever enticed you?)
Instead, give out Big Bills. These are glossy, oversized flyers that look like money on one side and contain your identity on the other.
The denomination should be the same as your giveaway amount. (So if your giveaway is $10,000, the “bill” side should say $10,000.)
Sticking a Big Bill into someone’s line of sight and saying, “Hey, I want to give you $10,000!” as they walk by stops them in their tracks. Try it and see.
Ask People Questions
Gauge a prospect’s urgency and interest with 6 to 10 questions that start out general and become more specific. If they give you rushed answers, they’re probably not interested; however, if they engage with you, you might be talking to a future customer.
Here’s a list of questions you can use if you sell windows (adapt to other projects as necessary):
How old is your home?
Are the original windows still on your home?
Is there anything specific that bugs you about your windows?
Do you think your energy bills are too high?
Does your home get drafty?
Are you here actively looking for windows, or are you browsing?
Do you know how to tell good windows from bad ones?
How long have you been thinking about replacing your windows?
Have you received a bid yet?
Book Appointments Right There, Right Then
Setting appointments on the spot should go without saying, but I’m amazed at how often contractors don’t do it. And if you use a CRM program like MarketSharp, there is especially no reason not to set appointments then and there—these programs make it ridiculously easy to capture, store, and organize lead info.
Also, offer leads extra incentives or an exclusive home show special for booking an appointment.
Sorry for yelling, but I need to. Contractors usually follow up well with hot leads, while letting the rest collect dust.
Fortunately, the giveaway I mentioned above provides you with an easy way to follow up with ALL of the home show leads you generated. Here’s how you do it:
Call them and say, “We have not yet drawn our Grand Prize winner, but we have drawn several first prize winners… and I’m calling to let you’re one of them!”
Make the prize a gift card for your company that’s worth some fraction of the Grand Prize—maybe $200 to $500.
When you tell them they’re a winner, they’ll stop trying to find ways to get you off the phone and start fixating on the fact that they just won something.
Once you confirm their address and tell them you’ll be sending the gift card, say, “I noticed you said on the form that if you win the Grand Prize, you’d use it for windows.”
Ask them qualification questions about the service they chose. If you detect interest and urgency, double the gift card amount if they set an appointment then and there.
Go to their house with your best closing game. Voilà.
Whew… that was a long one. But it was worth it. Follow these tips, and you’ll create a stampede of leads to your home show booth. Just watch.
If you need help with your home show materials, that’s why MYM is here. Get in touch with us, and we can provide you with all the materials you need to make your next home show—and every single one after that—a rousing, lead-generating success.
P.S. Need advice on a thousand and one other contractor marketing topics? Tomorrow, I will dispense a marketing education on every subject you could ever possibly want to know about. This info is easily worth seven figures… and I’m giving it away for the sum total of $0.00.
It May Be A Little Unnerving To Stand In Front of a 10-Foot Tall Picture Of Your Face...
How A Portland Remodeler Fared 90% Better At This Year’s Home Show:
A Few Minor Adjustments Made All The Difference In The World.
By Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Client Success” series. All of the information is real and current; please respect the privacy of the companies mentioned; they don’t want to be overwhelmed with questions and comments.
At the end of the day, bigger really is better.
And more is better than less.
At least when it comes to home shows, it is.
You may recall hearing about how our client Don Isaacson (a.k.a., the “Persnickety Remodeler”) who turned his home improvement website into a cash-printing machine in a previous blog post. Or you may have heard me talk about him on one of the webinars I’ve done.
So he went to the home show last year and had a good, solid response. Got a lot of home improvement leads, set lots of jobs, made good money.
But this year he wanted to do better. As he thought about what the negatives were from last year’s show, he felt like he simply didn’t have enough room to showcase everything. After all, ten linear feet is not very much room to cram a ten-foot backdrop, a couple of pop-ups, and all of your promotional materials. Read More
Do you participate in home shows? Then you MUST watch this awesome webinar that features a complete system for getting THREE TIMES more home improvement leads than you normally do. That’s right—triple.
The strategy is simple yet effective:
Integrate Your Identity: The first step is learning how to create Identity-based backdrops, hand-outs, and materials that clearly and unmistakably communicate your company’s selling advantages so powerfully that even casual attendees will be certain you’re the best choice in the show. You’ll learn the principles behind WHY it works, HOW to implement, and SEVERAL examples of companies that have used it and achieved huge results. You’ll in effect take the prospects “off the market” and leave your competitors scratching their heads.
Stop ‘Em In Their Tracks: The second step of the Triple Play is the SECRET WEAPON for stopping attendees in their tracks and making them WANT to talk to you. Bowls of candy, pens with your company name, and squishy balls just won’t cut it. On this webinar you will learn what the ULTIMATE tool is, how to use it, and word-for-word scripts for getting the most results. Trust me, you don’t want to miss this.
Follow-Up That Works: Finally, the third step is bullet-proof follow-up that actually works. We’ve created a masterful plan that makes people actually WANT to talk to them when you call to follow up… instead of treating you like Ebola on the phone. You could easily pick up an extra 25% to 50% more sales just by implementing this simple plan into your contractor marketing efforts. Read More