Month: October 2022

A thought on pricing…

If you want to sell 50-year architectural shingles with copper valleys, trim and gutters you wouldn’t want to market in your typical 40 x 100 lot neighborhood where they’re programmed to pay $150 to $250 per square.

It would be a waste of your time.

Your market lives in neighborhoods with million-dollar plus homes where home values are much more dependent on aesthetics and curb appeal.

You provide value by solving one or more of these pain points:

• I want my house to look beautiful (aesthetics)
• I am selling and need to add some value to my house (equity)
• Carol just had hers done now mine looks like crap! (jealousy)
• There is an HOA and standards to meet (requirements)
• I want the best of the best no matter the cost! (vanity)

The customer is focused more on the outcome than the cost. A $65,000 or $75,000 roof makes much more sense for these customers. Plus, because you’re not competing on price, the opportunity to price on the value you provide becomes much easier.

In the buying cycle pain motivates action and a solution that removes the pain provides immeasurable value for your client – a value they are willing to pay for.

Knowing your ideal client and your market are incredibly powerful tools.

Need some help figuring out your market? Contact us for a Builders Brand Schematic and we’ll help you create a plan to dominate your market.

We all know the old adage ‘need is the mother of invention’. When it comes to today’s economy and the coming recession, need is going to be the mother of reinvention for some of us.

Reinventing yourself is simply the act of identifying things in your life that no longer serve you and changing them for better options. How you approach reinventing yourself will make all the difference. If you look at reinvention as an opportunity you won’t fear it.

New home builds may slow but past downturns have shown people will be looking to invest in the home they already have. So maybe you’re a custom home builder who misses the simplicity of building a deck and the satisfaction of swinging a hammer then looking back at what you created with pride. If that sounds like you, why not go back to building custom decks, basement buildouts, or even custom garages?

To some, the idea of reinventing yourself may seem frightening but, as someone who reinvented themselves 15 years ago, I can tell you it doesn’t have to be. It can be fun, challenging, rewarding, and fulfilling. In fact, I’m in the midst of reinventing myself again with our newest venture Flusso Software (building productivity and workflow software – shameless plug!).

The coming economic turmoil doesn’t have to be catastrophic and reinventing your self doesn’t have to be frightening. If you need anything to help you reposition yourself and your brand please let me know. I’d love to help.