When you’re planning your next home improvement show, here are a few tips to consider to make sure you get the most from the money you’re spending:
Don’t Be Boring
Avoid the dull, lifeless and stereotypical booth display. Shots of the company van, stock art photos of beautiful houses, and a bulleted list of services provided is what every company around you will have on their displays.
- Differentiate yourself from the crowd – simply state what you will do to change the homes and lives of people walking by your booth.
- Differentiate your business by telling visitors how you’ll solve their problem and address their needs. Avoid the standard clichés, like: “In Business Since…” or “We’re the Best”. Everyone says these things and they’re just not effective.
- Differentiate by providing something useful or helpful: an energy efficiency guide or a stud finder with your company name on it.
Generate Real Leads
Speaking of giving stuff away – don’t be too concerned with drawing a crowd to your booth just to draw a crowd. Offering an iPad or a Smart TV is an attention-getter, but it could do more harm than good. What if you bring in only the people who are there for the prizes and don’t even own a home? What if the serious prospect skips your booth because it’s too crowded?
Figure out a way to bring the right homeowners to your booth with incentives that attract the serious buyer. Coupons and discounts are nice but you don’t really want to compete on pricing alone. Maybe offer a free design consultation or a roof or gutter tune-up. Some home improvement companies give prospects a chance to win a free makeover or product. Whatever you come up with, make sure it generates the traffic you really want.
This probably goes without saying for most home improvement pros, but don’t forget to reach out to all the qualified prospects you met at the home show. Keep in mind that most of the homeowners will be bombarded by all the other companies from the same show.
Have your sales reps try a minimum of 8 to 10 times. Send the occasional e-mail with advice or a special offer. Set reminders to try after 2 or 3 days, at 10 days, and then again at 30 days. And always keep them in a closed marketing loop with additional reminders… Just because they don’t buy from you now doesn’t mean their need goes away. Studies have shown that homeowners who don’t buy right away eventually do within 10 to 18 months.
Good luck at your next home show!