Having faced, possibly, the biggest social disruption of our lifetime (and learned to say “unprecedented”) you may be wondering about the future of your business post lockdown. The business scene feels different. Will it return to normal? Will you continue to do well?

One sure way to do well is to focus on one thing - the one key thing your business needs above everything else. Surely, if there is one thing your business can’t do without, it’s a steady stream of new clients. Without clients, you don’t have a business.

But advertising costs money - and you may be conserving yours at the moment. So here are five ways that you can advertise without breaking the bank. Sure, it will take some of your time, but as the cheese advert says, “good things take time.” And a steady stream of new clients is a good “one” thing for your business.

1 Ask Family and Friends

The people who are likely to be most interested in the continuing success of your business, apart from yourself, are the people closest to you. So remind them about the jobs you are doing and ask them to put you in touch with anyone they know who has either had a recent change in circumstances or may be considering a change in circumstances.

If they need the assistance of a builder then a recommendation from a close associate, friend or family is likely to be well received. But, understand that you may need to be adaptable and prepared to take jobs you didn’t take pre-lockdown.

Also, remember that your family members may not be fully up to speed with the kind of work you are now doing, or how your business has developed in the last few years. They may still think of you as you were some time ago. So bring them up to speed.

To them you are still the best builder around!

2 Reconnect with Past Clients

I’m sure you’ve heard that it costs more to advertise for a new client than to get a past client to return - some say, as much as six times more! Of course most building clients don’t make repeat purchases within one year, but many people use the services of a builder multiple times over the course of a decade.

So if you are not already connecting with your past clients on a regular basis, then now is a good time to start making regular contact. Go back through your records and build a list of everyone you have connected with - including those who decided not to proceed with your quote.

Send them an email (or, if you know their address, send them a letter as well! We receive few letters today, so a well presented letter can have quite an impact). Then set up a system for keeping in regular contact. It’s a bit like gardening - planting for the future.

What’s more, past clients have friends and family too, so don’t be afraid to send them an introductory gift voucher that they can pass on to a friend or family member.

3 Connect With the Neighbours of Your Current Job(s)

How many builders do you know who have returned to the same street again and again to complete renovations? This is because neighbourhoods tend to have homes built in a similar style and often at a similar time. So, if one is being renovated, then it is highly likely that there will be others in the neighbourhood ready and waiting for a makeover.

So, don’t waste the opportunity to connect with the neighbours of your current jobs.

Put up a sign as soon as you can. Make sure it’s attractive and oozes quality. It might be the only advertising message the neighbourhood sees, so think about the impression you want it to make. Neat, tidy and precise or sloppy and slack?

Introduce yourself to the immediate neighbourhood with a letterbox flyer. Sure it’s old school, but it costs almost nothing to produce and deliver - and they can still work. Get your team to help you with the delivery so they understand the importance of building good relationships with neighbours.

And, keep an eye on where your team members park. Don’t undo all your marketing efforts by an unthinking or irresponsible team member.

4 Ask for Referrals Early

Don’t wait until a job is completed before asking for a referral. Your client is most excited about their job before it starts - even while it is still in the concept stage! This is when they will be talking about their plans and ideas - getting opinions etc.

So develop a referral form and leave it with them so they can note down possible referrals when they think of them - not just when you ask. Then refer to the form regularly.

Don’t offer money or a discount. I have found that most people do not want to make a referral in exchange for money. It feels like exploiting a friendship. So don’t offer to pay them for a referral.

However, when they do bring you a referral make sure that you show your appreciation with a “spontaneous” gift.

5 Engage With Social Media

If you are not already posting on social media then now is a great time to start. There are several media you can use, and each gives different opportunities to market your business.

Instagram and Facebook are two common social media channels. Both are great for showcasing photos and videos.

On both Instagram and Facebook you can post photos or videos that stay on your page/profile or share a story of photos/videos that lasts for 24 hours. For a small price you can boost your posts to a wider network of people that you choose or promote your page to increase your followers.

On Facebook you can post a blog, ask a question or tell a longer story about a project by posting updates along the way. You can also add an automatic message pop up on your page that encourages people to ask a question or book an appointment.

Pinterest is better suited to finished pictures of completed jobs - extensions, renovations, decks etc.

These are just a few channels of social media. You may choose to use just one or many. However, a word of caution. Some people try to cover all the bases but don’t do any of them well. So, it’s better to do one well than many half-heartedly. Perhaps start with one and then add more. An advantage with Facebook and Instagram is that with a click of a button you can post to both simultaneously.

The recent lockdown period has heightened the use of social media, so with a little time and effort you can engage with potential clients via various channels of social media.

If you need help in doing this check out www.websitesforbuilders.co.nz.

Takeaway

When you make creating a steady stream of clients a habit rather than simply an expense, it can be rewarding and enjoyable and put you much more in control of your future business income.

Graeme Owen
The Builders Business Coach

P.S. Whenever you’re ready….here are 4 ways I can help you grow your building business:

1. Grab a copy of my free book

It’s a road map of a successful 15 minute sales call that’s guaranteed to increase your conversion rate. Click here

2. Join Trade Mates and connect with builders who are scaling too.

It's our new Facebook community where smart builders learn to get more income, time and freedom. View our free business resources for builders. Ask questions of like minded business owners and business coaches. Give your knowledge and expertise to help others. - https://www.facebook.com/groups/TradeMates/

3. Join My New Group

I’m starting a new group called “OnRamp” to kick start sales and marketing in your business. If this sounds like you, message me with the words, “OnRamp”, and I’ll get you all the information.

4. Join Loft Members

If you’d like help to get off the tools, make more money and get your life back...just message me at graeme@thesuccessfulbuilder.com and put “LOFT MEMBERS” in the subject...tell me a little about your business and I’ll get you all the details.

Keep Your Business Going Beyond Lockdown!