By: Brian Paich
Are you using before-and-after pictures to market your business? Of course you are. You need to realize that while your photos are impactful and attention-grabbing, your competition is likely doing the same thing. A quick Google or Pinterest search will bring up millions of those beautiful images touting spectacular remodeling work. But as a professional, you know that before-and-after photos don’t tell the full story.
For your customers, what happens in the time between those photos is just as important as the end result. By focusing on your service during the remodeling process, you can differentiate your business from others in the industry while highlighting your commitment to customer satisfaction.
Giving potential customers a complete idea of what they can expect from you before, during, and after a remodeling project will help put them at ease. Most homeowners want to continue living in their home during a remodeling project. Think about how you can make the “during” as comfortable as possible for them. What is your plan for keeping everyone in and around the jobsite happy and safe?
One way to do this is to create a “livable remodeling” plan for each project. This helps remodelers and contractors proactively address common remodeling pain points and includes a plan for timeline, logistics, dust control and safety.
For example, 85 percent of homeowners surveyed said remodeling dust was the most serious inconvenience of their entire remodeling project. To ensure a better remodeling experience for your customers, you should explain the steps you take to control dust, such as isolating the work area with dust containment barriers, controlling airflow, and capturing dust with an air scrubber like the BuildClean Dust Control System.
Marketing your livable remodeling or “during” strategy is all about differentiating your firm, showing clients you care and leveraging customer satisfaction to grow your business.
Take it from author, consultant and entrepreneur Peter Shankman, who discusses how to achieve this in his book Zombie Loyalists: Using Great Service to Create Rabid Fans.
“You create zombie loyalties through great customer service,” Shankman wrote. “Be brilliant at the basics. But note that where tiny little things make the difference, they can also harm you. The jobsite is an excellent example of this.”
Some of Shankman’s core customer satisfaction principles include: