Transcript Connections 2009 marketing

Recession Proof Your
Restoration Business
Phillip Rosebrook, JR
Certified Restorer
[email protected]
Introduction
History and esteem
Success stories - 10&5 and no clue
Prospecting and relationships
Agenda
Marketing Myths
Marketing truths
Planning
Activities, roles and responsibilities
Tips for success
Trends and realities
Expectations
Provide take away ideas that you can
implement tomorrow and dramatically
impact your bottom line
New understanding of company culture
A changed paradigm for your company
Foundation for profitable growth
Profile in Success
2 county population 100,000 - 4 hour
drive
3 employees
$324,000 revenue
Several minor competitors
12+% unemployment
Few skilled workers
Opportunity Knocks
12 employees
$1,200,000 revenue for 5+ years
Competitors out of business
How
Relationships
Delivered every estimate
Solved problems
Dependable & consistent
Legendary customer service
Performed on every job or made it right
Provided reasons to call not just work with
us
Start up
200,000 population
Branch office established company
Flood cleanup but no new revenue
Progress
2nd month - $300,000 revenue
4+ months consistent $300,000 revenue
- unknown after that
How
Education
Agents
Adjusters
Problem solvers
Dependable and consistent
Exceptional customer service
Performed on every job
Provided reasons to call
Top Marketing Misconceptions
If everyone else is doing it
It worked in the past
“If I just recover the cost”
All work is the same
I cannot get on vendor programs
because I am not a franchise
10 Marketing Truths
1. It is easy to get on a program the first time
2. You need to have production and marketing
balance
3. Marketing is not the sole responsibility of
the marketing department
4. Market all the time to prevent peaks and
valleys in work
5. Marketing should be proactive and planned
10 Marketing Truths
6. Marketing results need to be measured
7. Closing ratios are as important as a good
idea
8. The industry is changing and today’s
marketing ideas are different
9. The marketing budget is finite
10. Easiest strategy is to increase work from
existing clients
Proactive Marketing
What are your company strengths
Start with company goals
Why?
Define marketing goals
Marketing Goal Ex
Total Revenue of $2 million
Water damage sales $500K
Get on 2 new vendor accounts by
December
Average 30 calls per month in the first
quarter
Strategies
Prospecting
Diversifies contacts and goal driven
Relationship building
Builds volume
Budgeting
Includes
Wages, vehicle, burden, expenses
Advertising and promotion
Events and activities
 2.5-7% of revenue
2.5% maintain sales and volume
4.5% aggressive growth
5+% blow the doors off
Prospecting
Route marketing
Agents, property managers, plumbers, risk
managers facilities
Most every 30 days - some 60 or 90
Ask for one job
Frequency and repetition
Associations
Events
Digital Advertising Ideas
Website
Web optimization
Pay per click
Yodle.com
Use site to drive traffic and accept work
Social Media
Linkedin.com
Facebook.com
Twitter.com
Email newsletters
ConstantContact.com
Prospecting & Relationship
Association Membership and
Involvement
Sponsorships
Golf, picnics open house, Lobsterfest
or other seafood, boat cruises
Trade show
Proven
Education
Puts you in the position as the expert
If you or staff is not a speaker then bring one in
Brings people to your facility or hosted by you
No commercials
Have managers attend and visit during lunch and
breaks
Agents and adjusters
Obtain CE Through state Insurance office
Be credible and crowds will build
Outside groups to bring info and
professionalism
Further discussion
Television
Yellow pages
Opportunity cost
Return on investment
Expectations and fit
Relationship Building
Responsibility of all managers
Ask for work
People do business with people they
like
Be a problem solver and give people a
reason
Daily activity
PM Marketing
5-5-5 Plan
Be relevant and helpful
Easier the more work you have
Association involvement
Hire sales oriented people
Compensation plan that drives activity
Celebrate and reward
Owner Activity
Schedule and be committed
Weekly activity
Community involvement
Associations attended by executives
More Owner Activity
Key account activity
Business owners
Claims managers
Large agencies
Vendor review
Key metrics
Client satisfaction
Vendor performance
Marketing/Sales Tip
Create a sales-based culture
Set individual goals and Measure every
week
Have financial rewards as well as
recognition
Hold challenges
At least monthly or even weekly
meetings
Marketing Staffing
Follow your budget
Involve your existing management staff
When hiring, match fit to goals
Test for fit
Training is essential
Measure activities and outcomes
Carpet Cleaner’s Advantage
Client database
Magnets - refrigerator and water heater
Post cards and email
Develop a relationship
Provide incentives
Partner with construction only
Most clients not price conscious
Value in numbers for database
An extreme case study
Vendor Program Placement
Not every program is equal
Persistence
Relationship
Agents
Push-Pull
Every job is a trial
Can’t beat em? Join em.
Vendor Program Expectations
Competency is essential and required
Dates and numbers
Consistency
Communication
Program expectations posted and
reviewed - be in the top 10%
Market to Your Staff
Subcontractors and staff can be very
effective in pospecting
Business cards for all
Staff meetings
Builds moral
Decreases turnover
Improves performance
Increases discretionary efforts
Industry Trends
Consolidation
Increased documentation
TPA’s and vendor programs
Color blind environment
Program expectations and increased
professionalism
Margin deflation
Summary
Restoration still a good business
Increasing professionalism & barriers to
entry
Marketing focus required
Start with goals and build activities
Be proactive
Sales and service culture
Closing
Effective communication
Involve your team
Be proactive
Balance sales with production capacity