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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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