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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