MARKETING ACTION CHECKLIST
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Your Branding
Business Name
Easy to pronounce; Unique; No negative associations ("Satanic Structures" or "Blackhole Builders").
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Positioning
Don't confuse your prospect. You can't be all things to all people - don't even try. Spend time defining and refining your niche.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Color
Choose a color that will be your color. Work it into all promotions. Bright colors for young people -- muted, richer colors for older people. Customers unconsciously respond to your use of color.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Logo
Simple shapes are recognized most quickly, and go deeper into the mind for better retention. Ovals are best, simple is best.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
UVP - Unique Value Proposition
No more than 7 words that say what you are about. Words will have emotional appeal. Leave the meaning a little fuzzy.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Reputation
Gives your prospects a conscious validation of the unconscious decision made on the basis of your image package. A good reputation will not necessarily be the deciding factor in a purchase decision, but a bad reputation will definitely work against you.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Your Story
People respond to a story. What is it you do that nobody else does? What have you done that nobody else will do? Where did you come from? What sets you apart? "Why should I remember you?"
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Your Company Website
MUST HAVE. An electronic brochure. Use as a billboard on the information highway. Use as a forum to inform or entertain visitors. Most people use the Internet to check on vendors prior to a purchase, especially a large purchase. If you are not here, it says negative things about your business: too small, not keeping up with new developments, too cheap, etc.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Column in a publication
Ask if your local newspaper would like a column on some aspect of home ownership. You're the pro.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Testimonials
Ask happy customers to write letters and then frame the letters and put them on display. Include them in your promotional literature. Post them on your website. No marketing piece is stronger than a good testimonial.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Word of Mouth
To get "word-of-mouth", your business must be "front-of-mind". You get there with a well-designed image package, superb service, and referrals.
Select1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Website and Social Marketing
Use to establish your expertise. Use it as an electronic brochure. Studies show that appealing to the eye and the ear is 68% more effective than either alone. Add a YouTube video explaining why you use the floor system or the plumbing fixtures you do. Have a subcontractor talk about why he enjoys working with you and about the products or techniques used in his phase.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Newsletter
Be the consultant and be helpful. The letter is not about you, it is about addressing the needs of your market niche. Each letter is self-contained and addresses one part of the home-building process. Distribute on a regular schedule. Post on your website, and archive past issues there.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Branding Summary
How many rated as "1"?
How many rated as "2"?
How many rated as "3"?
How many rated as "4"?
Note 1
Note 2
Note 3
Your Company Image
Words Mean Something
When you are talking with your customers, use the words they want to hear. "Value", "Long-lasting", "Unique", "Safety", "Comfort"...depending on what your market research tells you they want to talk about.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Consultations
Offer free, non-binding, consultation to prospects planning their own home -- "help you design to keep costs down... to increase your energy efficiency...to enable you to age-in-place..."
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Sales Presentation
Learn to use effective and emotionally-loaded words and phrases. "Secure", "I'll take care of it", "I know just what you mean", "Let me repeat that to make sure I am understanding you"...
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Sales Training
All employees and subcontractors need to know how you expect the customer or prospect to be treated. Don't assume your framer or roofer will be nice -- tell him how to talk to your prospect.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Business Cards and Stationery
Your business card is a mini-brochure for your company. You aren't a snooty attorney. Stationery should be of appropriate quality and tone.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Brochures
8 1/2" x 11", tri-fold. The story of the Company. Pictures and large typeface. Just to leave something with her after your meeting. Color printers and word processors make it easy.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Yellow Pages
This used to be where people look first. Has been supplanted by the Web, but still important to show stability. Question large expenditures here. You may find that a small ad referring the prospect to your website is effective.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Television/Radio Commercials
These are always expensive, but can be very effective if you hit your market niche. Using this channel requires lots of study of demographics. Don't use unless you are also prepared to commit to a backup plan using mailings, handouts, website tie-ins, etc. before, during and after the commercial campaign. Very powerful for establishing your position in the market.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Tie-In With Other Merchants
You display their stuff, they display yours. Talk to furniture stores, shed manufacturers, garage storage companies...
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Reprints of Ads and Other Publicity
Make reprints of newspaper ads or columns you have written to be distributed. Put them on your website. You're the pro.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Supplier's Ads
Ask suppliers for their brochures. Distribute to prospects - "This is the kind of quality we use in your house".
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Supplier Links
Put links to your suppliers on your website. Make it easy for the prospect to find out more about the products you use. Some suppliers will reciprocate by listing you on their site. Ask.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Magazine Ads
Look at local or regional magazines. If there are ads for the products you use, copy the ad and use as a mailer or e-mail. "As seen in..."
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Positioning Summary
How many rated as "1"?
How many rated as "2"?
How many rated as "3"?
How many rated as "4"?
Note 1
Note 2
Note 3
Your Product
Convenience
Make it easy for your prospect to get a bid, work with their lender, place the order, and complete all the myriad steps required.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Speed
Delivery speed at each step in the process indicates your level of interest in pleasing your prospect. Respond quickly to their request for a quote. Have a schedule and stick to it for building the house. Get back to her quickly regarding change orders.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Pricing
Studies indicate that only 14% of prospects say price is important. Pricing is probably more important for the builder because of lender appraisal and lending guidelines. Build what your market niche can afford.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Availability of Financing
Customers want the whole package. You will sell more homes if you have a relationship with a bank or mortgage broker which allows you to do the sale and the financing in "one-stop".
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Follow-Up
Let prospects know you are interested in building their homes. Don't let them fall through the gaps.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Public Displays
Billboards, bus benches, taxicabs, coffee cups, caps, shirts, measuring tapes, balloons at public events, etc. The more off-beat and attention-getting, the better in this category.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Take-One Boxes
Place in locations frequented by prospects. Absolutely have at your current job sites.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Outside Signs
Put signs at your jobsites letting people know who is building this house. Also have a sign at your place of business, especially if you work out of your house, so prospects can find you easily.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Gift Baskets
Include coupons from local merchants, especially your suppliers. Send to buyers within seven days of their move-in date.
Select 1. I'm doing this right already 2. I'm doing this now, but my efforts need improvement. 3. I should be doing this. 4. My business is not ready for this yet.
Product Summary
How many rated as "1"?
How many rated as "2"?
How many rated as "3"?
How many rated as "4"?
Note 1
Note 2
Note 3
Send a copy to the email addresses provided
