Do You Have a “What’s Next?” Approach To Marketing?

Back in March of this year (2023), we shared a few practical tips for marketing your contracting business in a tight economy. Since then, we saw an uptick in leads among our clients that we could chalk up to seasonality — lots of folks want to paint their house in the summertime, right?
Now, however, we’re starting to feel the pinch again. Leads are slowing, elective projects are put on hold, plus homeowners are busy thinking about other things as the holidays loom.
You have two options:
Take a conservative approach and weather the storm as best you can
Get proactive, get hungry, and start thinking outside the lead gen box
We’re going to assume that Option 2 sounds better. Keep reading!
What’s the Good News? People Are Ready To Invest in Their Houses Right Now
Real estate is EXPENSIVE and interest rates are climbing. Not a good combo for people who may have been thinking about moving… So yes, your target audience might be slower to open their wallet, but they’re even slower to actually move out of their home (why trade in that 3 – 5% fixed mortgage rate, right?).
This is where consistency in your messaging pays off. It could take 3, 4, or 5 touch points, but your audience is thinking about that project and wants to call you. Give them a good reason to, and stay in front of them.
A little emotion-based marketing helps, too. Use this opportunity to inspire with before/after perspectives, plus educate them consistently about why YOUR services are superior. Not in a sales-driven way, but in a genuine, educational way that explains your value proposition. If you become the go-to resource and authority, it not only inspires confidence in what you offer but also sows doubt in your competition.
“What’s next?” maintenance plans matter more than ever
Here’s the “What’s next?” approach that we alluded to before…
When you finish a job, don’t just walk away. Make a plan. Get a commitment from the customer on the spot, establishing a relationship. A partnership, if you will, in which you’re BOTH committed to the success and longevity of the work that was done. Permission-based marketing is key: “We’re so thrilled that you love your new paint job! How about we come back in the spring for an inspection and power washing?”
It’s a little like when you finish a checkup at your doctor’s office. They don’t just let you leave, but have you perform a quick “check-out” process that includes setting up your next appointment.
So go ahead: set up that next appointment with the homeowner, property manager, or business owner. Show that your invested and secure your position as their go-to painting company.
“What’s next?” works BEFORE the job is sold, too
Especially in this economy, homeowners want to feel confident that they’re making a SMART investment, and few things foster that confidence more than a sense of value.
When you discuss the next steps during the estimation process, include the next maintenance steps, too. “Here’s how it all works, and here’s what happens a year later… We’re committed to making sure your surfaces look incredible and perform the way you need them to.” It’s a simple, turnkey process that eliminates worry or stress.
This is super important to your commercial clients too. If a busy property owner or manager knows that there’s a set maintenance schedule that happens without their orchestration or time commitment, it takes work off their plate and simplifies their to-do list. One less thing, right?
So, what’s next for YOU?
If you need more ideas for how to dominate your fall and winter time marketing, be sure to check out these blogs published earlier this year. Trust us: you’re thinking about all these things, and we are too.
8 Ways To Help Your Contracting Business Weather Economic Uncertainty
Contractors! During a tight economy, think small for big opportunities
Have any other specific questions? Please feel free to contact us. We’re always happy to have a brainstorming session and discuss ways that you can not just survive, but actually thrive, as we walk through a leaner season.