When it comes to spending marketing
money, there are really only
two ways to go: target strangers or target
people you know. By now, most contractors
have been convinced that in the custom
building and remodeling industry,
word-of-mouth referrals rule. A contractor's
name on a flier or display ad doesn't
mean much to most consumers, but
hearing that same name from a friend or
acquaintance counts for a lot. Hearing
the name from two or more reliable
sources adds exponentially to the value
of the referral, and it affects not only the
number of leads you get, but their quality,
too. The more positive, word-ofmouth
testimonials potential clients
hear about your company, the more
inclined they will be