A thought on pricing…

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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.

Til next time…
CHEERS!
Michael 🙂

P.S. Here are some great ways I can help you grow your business right now:

Contractor’s Success Call: We’ll talk about the concerns you have with your brand and website to see if we’re a good fit to get you moving in the right direction.

Builder’s Brand Schematic: Let’s get started on creating the plan for your new brand and website. When we deliver your plan, you can break ground on your own or hire us as your design-build team to take care of it for you. It’s like hiring an architect for only $595 (NAHB, HBAV, and FABA members receive a $100 discount).

After more than 25 years swinging a hammer helping contractors is near and dear to my heart. I’m here to help.

Michael Pollaci

I know you are just looking for someone who you can trust. But, how do you know? Truth is you can never know. You have to trust your gut on this.

What makes me different and why should you trust me? Unlike most of the techies in this industry, I started swinging a hammer when I was very young. In the late 70’s I was installing aluminum storm windows with my grandfather in Brooklyn. I knew how to bend aluminum on a brake when I was twelve. I spent my teens and 20’s building decks. I spent my 30’s on a roof or on a pick and pump jacks and my 40’s in some kind of construction management capacity. I have held just about every position possible in construction from residential home improvements to large scale and phased commercial construction.

I left construction in 2007 during the market crash and had to reinvent myself. I have completed approximately 150 websites and or projects in varying industries (mostly contracting) and with varying results. To be perfectly frank, the first website I did for a plumber came out horrible. I did it for $500! The point is, I constantly improved my skill set just as I did in construction – from apprentice using a yankee screwdriver to install storm windows in Brooklyn to a project manager managing multimillion dollar projects in Manhattan.

Simply put. I know your business, your day to day struggles and more importantly, your customers. If you are looking for someone who can talk the talk and understand the lingo. Someone who understands your customers. Someone who has been through the trenches. Someone you can communicate with. I am your guy.

If you are looking for just another flash in the pan or someone who will kowtow to you, move on and save us all some time. I am here to work with serious people and produce real results.

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