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Q&A + Polling

Running Your Home Performance Business

Marketing & New Customer Acquisition for Contractors Small and Large

Tuesday, April 18, 2023
2:00 PM – 3:00 PM  
Location: 404 (Hyatt)
CEU Type(s): ASHI, BPI, INTERNACHI, NARI
During this interactive panel, we’ll take you inside the marketing strategies of contractors ranging in size from 10 to 500 employees, with marketing spend varying anywhere from the occasional large Dunkin’ and box of munchkins to mid-seven figures annually. We’ll cover the most effective use of marketing dollars, which metrics to zero in on, accounting for seasonality and capacity, and the relative strengths and weaknesses of various channels in a multi-channel marketing campaign. We’ll discuss the process of scaling marketing over time, mistakes made, lessons learned, and techniques that have been surprisingly successful. E-mail, direct mail, SEO/SEM, field marketing, and networking and referrals all have a place in acquiring - and keeping – new customers. Come with questions to this interactive dialog.

Learning Objectives:

By attending this session, attendees will:
  • Understand the importance of multi-channel marketing: what metrics to pay attention to and how to allocate a limited marketing budget.
  • No money, no problem: contractors will get insight into building a word-of-mouth referral network.
  • Come away with view of how to build and maintain an audience, so that when the time comes for home improvement, you are top of mind.