Why It’s Important to Attract the Right Clients
As a contractor your goal is to showcase your expertise and attract the right clients who are willing to pay for it. However, with more and more competition in the market, it’s becoming increasingly difficult to stand out. Some contractors find themselves in a race to the bottom on price that costs more than just money. The race to the bottom can cost them their livelihood.
This is where having a clear and focused brand, website, and marketing strategy comes into play.
With a clear and focused strategy across all your brand assets you’ll gain clarity and consistency, you’ll be able to run highly targeted and cost-effective marketing campaigns, you’ll be able to show potential Clients you are the expert they are looking for, and finally, you’ll be able to convert more potential clients into paying clients.
A Contracting Allegory 😊
I will explain each one of those topics individually but first here’s a quick allegory…
Actually, it’s a true story.
It’s my story from many years ago when I was still swinging a hammer on Staten Island back in the 90’s. And, although this story takes place well before the age of Google, it still holds true today.
I’m still going to tell it as an allegory…
A home improvement contractor named Michael wanted to attract as many clients as possible, so he offered a wide range of services, from basement finishing to roofing. He advertised himself as a general contractor, hoping to appeal to everyone.
However, Michael soon realized that his approach wasn’t working. Clients were confused by his lack of specialization. And, because Michael didn’t have the opportunity to build a deep understanding of any particular service and develop the skills and knowledge needed to deliver consistently high-quality work, the quality of his work was inconsistent, so Michael wasn’t attracting enough clients to keep his contracting business afloat.
Michael decided to focus on selling himself as a roofing and siding contractor because he loved being outdoors and loved working at heights most people would shy away from. He went to great lengths to educate himself about roofing and siding materials, products, and installation techniques, and started advertising himself as the roofing and siding specialist.
He became known for his expertise in roofing and siding, and soon was attracting the kinds of high-paying clients he loved working for on the kinds of projects he loved working on.
As Michael’s reputation grew, he became the go-to contractor for high-end homeowners looking for a roofing and siding contractor. He found his niche and was thriving, so he no longer had to work for anyone with a heartbeat and a wallet.
Just like Michael… or rather just like me back then when I had hair and could see my toes :-), a home improvement contractor who tries to offer a wide range of services will struggle to stand out in a competitive market. By focusing on one type of service or one type of avatar, they can demonstrate their expertise, reach the right people, and build a strong reputation in the industry.
Reasons to Focus Your Contracting Brand, Website, and Marketing
Enough allegories, hidden meanings, and interpretations. Let’s get into the five reasons I gave before about why it’s essential to focus your branding, website, and marketing on one type of service or one type of client:
Clarity and Consistency:
Focusing on one type of service or and client helps you communicate a clear message to your target audience. When your branding, website, and marketing efforts are all aligned and consistent, your potential clients will know exactly what you offer and what sets you apart from your competitors.
Targeted Marketing:
By focusing on one type of service for one kind of client, you can tailor your marketing efforts to reach the right people. For example, if you specialize in building luxury homes, your marketing efforts should be geared towards high-end prospects. If you specialize in decks for average neighborhood homes, your marketing efforts can be focused on middle income clientele.
Expertise:
When you focus on one type of service, you demonstrate your expertise in that area. This will increase the credibility of your brand, help build trust with potential clients, and help you stand out above the crowded field of generalists.
Cost-effective:
Focusing on one type of service can help you save money on marketing and advertising expenses too. When you know who your target audience is and what you specialize in, you can tailor your marketing efforts to reach them more effectively and efficiently.
Increased conversions:
When your branding, website, and marketing efforts are all focused on one type of service for one type of client, you increase the chances of converting visitors into clients. A clear and consistent message will help potential clients understand what you offer and how you can meet their needs.
Stop Racing to the Bottom
I get it. I’ve been there…
I’ve struggled to keep my business afloat. I’ve begged and borrowed to make payroll week to week. I know as a home improvement contractor, a custom home builder, or a tradesman it can be tempting to try to sign everyone by offering the basement, the roof, the deck, and even the kitchen sink. But this approach leads to poor work and a lack of specialization that makes it difficult to stand out in a highly competitive market.
Focusing your branding, website, and marketing on one type of service or customer is essential for custom home builders and contractors who want to stand out. By creating a clear and consistent message, you’ll be able to reach the right people, demonstrate your expertise, save money on marketing expenses, and increase conversions.
Stop racing to the bottom with the others.
You’ll be able to work for the kinds of people you love working for on the kinds of projects you love working on.
After all, isn’t that what it’s all about?
