Five Residential Marketing Tips

January 24th, 2018 by Editor

Where the commercial segment is usually the more dominant segment for most architectural film companies, the opportunities in the residential segment shouldn’t be ignored. Even though most of my business is in commercial, the residential segment provides many benefits over the commercial.

Cash flow, for one, is the most important. While commercial customers can take 30, 60 or even 90 days to pay, residential customers pay on site which can improve your cash flow. Also, the time from estimate to sale can be shorter as there are no contracts, insurance and other hoops to jump through with residential customers. Lastly, I always like residential because you can have more of a personal relationship with the customer, as you are invited into their home. This can give you great feedback on how your sales, installers and customer service is doing.

Here are five residential marketing tips to get your residential business going:

  1. Referrals (Just Ask!)

One of the biggest sources of leads in your flat glass business is likely referrals. We love to get referrals, as price usually is not an issue and the customer already has a positive outlook on the company. Often just asking is a great way to get more referrals. In addition, customers post something on their social media accounts, which gets seen by all of their friends, is also a great way.

  1. Market to New Homes

Fifteen years ago, there was a local competitor in my area that would aggressively market towards new homes. They did a few things that were very creative and worked very well. At the time, there was a construction boom in the area, so while the houses were being built, they would go inside when the kitchen cabinets were done and put their company flyers in the drawers. I always thought that was great. In addition, they gathered the real estate data on when the houses would close escrow and would show up on moving day for each phase and blanket the streets setting appointments for the whole block. Once the house was done, they would put a sign in the yard to let the rest of the neighbors know how many houses they did.

  1. Is Print Dead?

As the great marketing guru Gary Vee says, “None of us are waiting to get home to carefully sift through our direct mail.” Over the years I’ve wasted thousands of dollars on cost cutter, money mailer and many other direct-mail advertising vehicles. While none of them worked for me, that doesn’t mean they won’t work for you. I would say local print marketing is mostly dead, but the exception would be if you happen to be located in a market where there is some attention there.

  1. Google and SEO

Full disclosure: I hated marketing. I hated it because I didn’t understand it. There are so many shysters out there claiming they are an “SEO expert”—it can make your head spin. As owners, we want to market in this new digital age, but how can we trust anyone? In short … we can’t. Unfortunately, the only way is to learn it ourselves otherwise we will always be at the mercy of the hucksters. Fortunately, or unfortunately, you can learn just about anything on YouTube nowadays. If you do want to hire a firm to do SEO, one hack I always found to work well was to Google “SEO” along with your city, and see who shows up in the organic search. When solicitors are trying to get my SEO business, a quick way to get them off the phone is to tell them they aren’t even on the first page of Google, so why should I trust them for my business?

  1. Partner Up

Overall, I don’t think you can grow your residential business substantially with any one traditional marketing vehicle. The problem is that not many people outside of the industry are even aware of residential window tinting, so to educate an entire market is way too expensive. But if you can get to the people that are already in the home conducting business, and have them sell it for you, it could be a great way to gain market share. Some types of these relationships could be designers, solar companies, HVAC companies, and window covering companies. It might cost you a commission, but, if you can provide referrals both ways, it could be beneficial to both parties.

Author: Matthew Darienzo is the CEO of Solar Art in Irvine, Calif.

This article is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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  1. Casey nice to see you back on the scene. Whats up my brother,where have you been hiding?
    Leon Levy Klingshield South Africa

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