There are all different types of potential clients in this industry - low-end residential, middle-income residential, HOA's, free standing commercial properties, industrial parks, etc. There are also the high-end, wealthy residential clients who seem to be a mystery on how to advertise to properly.
Is there a difference? Can they be approached the same as every other type of prospect? Yes and No.
Do wealthy home owners see ads in newspapers or get a referral from a friend and hire a lawn and landscape company? Sure, happens all the time. But in general, the question I am often asked is.... "How do I advertise to the wealthy prospects?"
It's all about approach, your message, how your business is perceived and how willing you are to bend over backwards to make them happy. It's also about status. Wealthy people more often than not, care about looks, care about what other people think and they certainly care about what other people see.
More than likely they are wealthy for a reason - they understand money and understand business. They want the very best and they are accustomed to people going out of their way to give them the very best. They are willing to pay a premium price but in return, their expectations are often significant.
The first thing you have to ask yourself is this.... "Do I really want to deal with people like this? Am I capable, prepared and equipped to deal with people like this?"
Be honest. Don't say you are and then be blown away by how these people may treat you. Please, don't get me wrong here - I am not insinuating that all wealthy clients are difficult to deal with, snobby, and rude. But guess what.... Plenty of them are. In general they feel they are superior to most people and they certainly feel they are superior to the guys who "pull weeds" and "trim shrubs".
Just be prepared is all I am warning.
So, if you have decided you are capable as far as your personality is concerned, are you prepared with your appearance? How many times have you driven by a multi-million dollar home and saw a beat up truck leaking oil everywhere, with guys in jean shorts and tennis shoes with their shirts off smoking cigarettes in the front lawn? Probably not many times...if ever.
It should be a given that your trucks, equipment and employees should look a certain way - clean, presentable, professional - in uniforms. They should be polite, professional and never disrespectful, no matter what.
So now what?
This is where your marketing comes in - and remember, marketing and advertising are not the same thing. Advertising is a part of your marketing.
Think about these companies and look at how they advertise.... Louis Vuitton, Gucci, Coach, Saks Fifth Avenue, Prada, Fendi, Moet, Cartier, Rolex, Chanel, Ferrari, Bentley
They strategically make certain their brand/ads are placed in front of people who can afford them, who will appreciate them and who prefer the best of the best. On top of that it is a status symbol.
Your marketing - branding, advertising, customer support, etc... should be the same. Label yourself as the "premier", "exclusive", "preferred" choice when it comes to the very best in lawn care and landscaping services.
To read this blog post and more like it go HERE
Is there a difference? Can they be approached the same as every other type of prospect? Yes and No.
Do wealthy home owners see ads in newspapers or get a referral from a friend and hire a lawn and landscape company? Sure, happens all the time. But in general, the question I am often asked is.... "How do I advertise to the wealthy prospects?"
It's all about approach, your message, how your business is perceived and how willing you are to bend over backwards to make them happy. It's also about status. Wealthy people more often than not, care about looks, care about what other people think and they certainly care about what other people see.
More than likely they are wealthy for a reason - they understand money and understand business. They want the very best and they are accustomed to people going out of their way to give them the very best. They are willing to pay a premium price but in return, their expectations are often significant.
The first thing you have to ask yourself is this.... "Do I really want to deal with people like this? Am I capable, prepared and equipped to deal with people like this?"
Be honest. Don't say you are and then be blown away by how these people may treat you. Please, don't get me wrong here - I am not insinuating that all wealthy clients are difficult to deal with, snobby, and rude. But guess what.... Plenty of them are. In general they feel they are superior to most people and they certainly feel they are superior to the guys who "pull weeds" and "trim shrubs".
Just be prepared is all I am warning.
So, if you have decided you are capable as far as your personality is concerned, are you prepared with your appearance? How many times have you driven by a multi-million dollar home and saw a beat up truck leaking oil everywhere, with guys in jean shorts and tennis shoes with their shirts off smoking cigarettes in the front lawn? Probably not many times...if ever.
It should be a given that your trucks, equipment and employees should look a certain way - clean, presentable, professional - in uniforms. They should be polite, professional and never disrespectful, no matter what.
So now what?
This is where your marketing comes in - and remember, marketing and advertising are not the same thing. Advertising is a part of your marketing.
Think about these companies and look at how they advertise.... Louis Vuitton, Gucci, Coach, Saks Fifth Avenue, Prada, Fendi, Moet, Cartier, Rolex, Chanel, Ferrari, Bentley
They strategically make certain their brand/ads are placed in front of people who can afford them, who will appreciate them and who prefer the best of the best. On top of that it is a status symbol.
Your marketing - branding, advertising, customer support, etc... should be the same. Label yourself as the "premier", "exclusive", "preferred" choice when it comes to the very best in lawn care and landscaping services.
To read this blog post and more like it go HERE