Q&A: Low-Cost Marketing

"For this article, we asked a dozen successful builders and remodelers from around the country to share their opinions on some of the business questions our readers ask most frequently. Here’s what they told us."

Q. What marketing methods have been most successful for your company?

A. "All of our work last year came from referrals. We also use job-site signs, and I network with people in related industries, like real estate brokers, insurance agents, and termite inspectors."

— Steve Klitsch

"I rely heavily on referrals and repeat business. So all my marketing efforts are directed toward customer service — doing little repair jobs, for example. I stress the quality of my work as well as my experience and background to give the customer confidence and to justify a price that may be higher than others. I send out estimates with a one-page company brochure and a list of references and customer comments. I like to include a handwritten note with the package for a personal touch. I let my package do the talking and it works — I get about 75% of the jobs I estimate."

— Rick Stacy

"Initially, we developed a unique logo, plus site and truck signs. We also printed an emergency telephone number card that lists our services on the back. Beyond that, we seek out third-party credibility by releasing photos for publication in special home remodeling newspaper inserts. But by far, the strongest marketing tool is referrals from satisfied clients. They become our sales force."

— Bill Gaver

"My aim in marketing is to try to give the client something printed so they can take it with them. We distribute a brochure to clients and architects. We’ve also just developed a Web site and we list the address on our business cards. People can look at the Web site and see what we do."

— Glenn Farrell