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View Full Version : Marketing that worked for me


Travisty
04-13-2006, 10:09 AM
Hey guys,
Thought I would share this. While it won't help the guys that are already established, it might help a few. I was going to buy leads and paul told me to go down to the county Tax appraisal office and get a list of homes values at 400K or more. While this didn't work they sold me a CD for $30 bucks with all the info on it. I had to have microsoft Access to run it, but after I figured out the filters and how to work the program I have access to abotu 10,000 homes off the list for 400K and above. I also if I wanted have access to all the commercial buildings. Plus just it already has a label wizard to print out labels... nice and easy. I am sending out 800 tommorow.
Now while this won't help some of you it might help the ones just starting out like me because I priced these same leads from a lead company and I just saved myself about $1100. Not bad for a days' work.

Beats the hell out of handing out flyers :rolleyes:

Travis Schiffner
ShadowScapes

NightScenes
04-13-2006, 07:04 PM
Hey guys,
Thought I would share this. While it won't help the guys that are already established, it might help a few. I was going to buy leads and paul told me to go down to the county Tax appraisal office and get a list of homes values at 400K or more. While this didn't work they sold me a CD for $30 bucks with all the info on it. I had to have microsoft Access to run it, but after I figured out the filters and how to work the program I have access to abotu 10,000 homes off the list for 400K and above. I also if I wanted have access to all the commercial buildings. Plus just it already has a label wizard to print out labels... nice and easy. I am sending out 800 tommorow.
Now while this won't help some of you it might help the ones just starting out like me because I priced these same leads from a lead company and I just saved myself about $1100. Not bad for a days' work.

Beats the hell out of handing out flyers :rolleyes:


Travis Schiffner
ShadowScapes

I'm glad that little tip helped you out Travis. I'll see you on Monday! Have a great Easter weekend!!!

Travisty
04-13-2006, 08:37 PM
You too Brother...
thanks again

Travis Schiffner
ShadowScapes

bmwsmity
06-27-2006, 05:29 PM
Just wondering if you got any business off of these mailers? I know you saved money on the leads, but you said it "worked" for you.

desert night light
06-27-2006, 09:49 PM
Soliciting cold cold work = useless endeavor in futility
prospects contacting you first = priceless

Flow Control
06-28-2006, 08:23 AM
I want to see the outcome too. It has gone one of three possible ways. 1. Waste of money on the 800 homes and his high hopes are crushed. 2. Money maker and wants to keep the cat in the bag. 3. Broke even and lost interest.

desert night light
06-29-2006, 08:37 PM
#1 guaranteed. been there done that.

hoskm01
06-30-2006, 11:42 AM
#1 guaranteed. been there done that.


Its a shame your advertising wasn't captivating enough to win you any business. I've used the same technique for a neighborhood that I wanted to target and it worked great. Percentage of response was small, yes, (5 or so calls on 80 mailers) but my cost was low and it landed me 50k worth of work. Was very well worth the effort. And those people referred my services to their friends and it snowballs from there. So it is not "Guaranteed" not to work if you are decent at marketing. Hope it worked for him and others should give it a whirl.

Pro-Scapes
06-30-2006, 02:09 PM
Its a shame your advertising wasn't captivating enough to win you any business. I've used the same technique for a neighborhood that I wanted to target and it worked great. Percentage of response was small, yes, (5 or so calls on 80 mailers) .


Wasnt great ? 5 calls out of 80 is incredibly good! Im praying for 1 out of 100! What was your secret ?

opher
06-30-2006, 02:50 PM
will it print out names and adresses of the people in those houses?

hoskm01
06-30-2006, 06:36 PM
Wasnt great ? 5 calls out of 80 is incredibly good! Im praying for 1 out of 100! What was your secret ?


Only 5 "calls." One person was so paranoid and wanted to know how I got his name and address. Apparently one that knows not of public record. And of the other four, two turned out to be big installs, no go on the other two. I think this neighborhood was a little "special" and being one of very few white guys around that speaks English, they were willing to have a little security and comfort in that regard hiring me. Ive also tried door to door and had about 1 in 100-150 callbacks.

Opher- Usually what you get is the name(s) of the owners of the house. You send it addressed to them and 9 times out of 10, they are the occupants. The other 1 time, you look stupid or just the same as every other ad that comes in the mail, thats how most get their records.

extlights
06-30-2006, 06:48 PM
I'd take those percentages all day long. We usually get 5 calls for every 800-1000 mailers.

hoskm01
06-30-2006, 07:47 PM
I should mention, now that I noticed it... I pulled this tread out of the new post column and didnt realize it was Lighting Forum. I happened to have done lighting on these jobs, but was not advertising just that. It was complete landscaping on the letter/advertisement. Sorry to confuse

Pro-Scapes
06-30-2006, 07:48 PM
I'd take those percentages all day long. We usually get 5 calls for every 800-1000 mailers.

Ditto on that... 2 big installs out of just 80 pieces of mail. I hope you maximized thoes installs by placing yard signs and such and doing another key thing.

Knock on the doors of the nieghbors before you start your install. (especially if its a no solicit area, you can door tag the ones in solicit areas) Hand them a card and let them know you will be working at the nieghbors home for the next day or so and if anything gets in thier way to let you know imediatly then get out of thier way.

We do this on landscape jobs but will be doing it on all lighting jobs as well

hoskm01
07-01-2006, 01:25 PM
Good idea there... An excuse to get you to their door while pretending to be concerned for their comfort. I will be using this one. (Not that I am not concerned for their comfort generally)

Pro-Scapes
07-02-2006, 01:09 PM
Well the last thing you wanna do is make a bad name for yourself by getting in peoples way like that so its all around just a courteous way to break the ice and to let them know EXACTLY who did the nice lighting next door.

desert night light
07-02-2006, 04:47 PM
"An excuse to get you to their door while pretending to be concerned for their comfort. "

You think deception is the best way to start a customer relationship?

Team-Green L&L
07-02-2006, 06:47 PM
Marketing is so often viewed in parts. Guys, in order to keep top-notch clients consistently calling you must be consistent. It's not the 5 calls from the mailings, or the 2 calls from the door-knocking, or the 3 a week from the website, ect.. It's all of that working together to entice excitement from your market area. When you see a logo every month, it becomes an image that's remembered. We have had clients call us thinking that we did work for them before (which we hadn't) simply because they heard our name and saw our logo everywhere. Brand Awareness is second to word of mouth.

hoskm01
07-03-2006, 04:54 PM
You think deception is the best way to start a customer relationship?

No. Thats why I stay out of their way in the first place. And I was genuinely intrigued by using this as a marketing technique. I have never needed to go to all the neighbors and say :

"Sir or Mam, In case it wasn't incredibly obvious to you by the large trucks, trailers and tractors in your neighbors yard, they've decided to install some landscaping. Just in case I interrupt your afternoon nap or cause you to have someone else's vehicle besides your own parked legally on the public street that runs in front of your house, why don't you come on over and let me know so I can drop what I am doing to accommodate you. And while you are over, I'll show you the sprinklers/lights/patio that we are putting in for your neighbors the Smiths, and perhaps you will buy one too. Sorry to disturb your morning Latte. Good-day."

By not putting myself into a situation where they would be upset in the first place, the need to do this is eliminated. If someone is interested in my work, they'll snap their fingers at me from their BMW in the street as they pass by and I'll run over like a little biatsch and try to sell them something as I drip sweat on their armrest.

Mike & Lucia
07-04-2006, 11:12 AM
VERY well said.

Pro-Scapes
07-04-2006, 05:04 PM
I wasnt meaning it to be deceptive of people but I think its especially true if you may be near a nieghbors home during an install that its just courtesy to let them know so they are not frightened by strange people outside.

I would never go into a sales pitch or anything via this method but if they happen to like what they see come nightfall they know EXACTLY who to call.

Its also not deceptive if you really care about not being in someones way.

extlights
07-04-2006, 07:03 PM
I've never gone to a neighbors home. I put one of our signs out in front of the residence that we're working on that morning before we start work, and leave it there for about a week after. We've gotten quite a few calls from the sign alone. We started using those smaller printed cardboard signs at first, then changed to the larger metal signs and got them all lettered up nicely. Although the cost was much greater for the large signs, it's worked so much better than those smaller cardboard ones. People can actually read them while driving by instead of having to stop to see what it says.

Pro-Scapes
07-05-2006, 07:52 PM
how big are your signs dave ? Mine have not been working well but they are like 18x24 cloroplast. They look real nice lettered and logos on both sides and website and phone.

Unfortunatly I havnt been able to light them as they are well over 500 ft from the trans.

I thought about putting a cheap solar spot on em but I dont want that seen. I am trying to get aluminum ones made where the white back ground is glow in the dark for this kinda situation.

extlights
07-05-2006, 11:28 PM
I'll have to measure them and see what exactly they are...it was years ago when we got them. I believe they are 24x32 maybe, but I'll double check. They are the size of a standard real estate sign.

We've never lit them up, but if there is a post latern in the front of the residence we usually try and put it up close to that. It's a basic white metal sign with our name, logo, phone number and website on it. If I remember correctly they were about $75 a piece completely lettered up on both sides.

NightScenes
07-06-2006, 09:29 AM
Dave, it is very easy to place 1 fixture with a 10 watt lamp on your sign. This really points it out. I noticed a huge difference when I started lighting my signs.
Back to the original topic of this thread, Travis was talking about how to get the direct mail information. Whether to pay a service to provide this information. I sent him to his local tax office to request a list of all addresses in his county with value of 500k or more. It only cost me $12 from my tax office. This is usually a very big savings from what you would pay a service for this same information that is public information.

Pro-Scapes
07-13-2006, 08:51 AM
im trying to obtain this same information for my 3 county service area. The DMS (direct mail specialist) I am considering using wants .078 cents per name on 5000 leads thats 390 bucks.... saves alot of hassels but by compiling your own list you can pick exact streets and such.

No one knows the area you intend to market to better than yourself. For me the target price tag is much less. Homes just dont cost as much around here. Im looking to target 300k and up homes.