Consistently Build Your Email List

Your previous client list is a gold mine. It’s where your quality leads and referrals are coming from and it needs your regular, consistent attention. ??????

Your closing percentage increases when you talk to previous clients coming back to you for more work or warm referrals from your happy clients.

When you fail to keep in touch with them, you leave money on the table. 

That’s why it’s crucial to build up an email list and use it regularly!

Here are 4 best practices to keep your list updated and active: 

1. Start now. Even if you only have 50 emails – you need to stay in touch with those 50 clients. No list, no matter how small, should be neglected.

2. Pull emails from all clients and prospect from the last 5 years – Make sure you are staying top of mind but don’t reach out to people who haven’t heard from you in recent years. They may have forgotten you (this is why you need to stay in touch and top of mind) and your account may get flagged for sending spam mail. 

3. Send out monthly emails. Share engaging information, trends in remodeling, etc. The goal is to remind them each month that you’re still there and ready to help them with their next project. 

4. Be consistent. Set a calendar reminder to regularly add new leads, clients, trade partners, etc. to your mailing list. Decide what works best for you (monthly? quarterly?) them implement it!

Your list is important! Build it and utilize it regularly. It is well worth the effort. 

If this is something you struggle to implement, we are here to help! 

Try Remodelers AutoPilot this month for only $1!

My team and I will walk you through the set-up steps of getting your email list all set and imported, customize your email newsletter design, write the content and load your first email up, and get your email sent out for you. 

It’s a perfect fit for remodelers who specialize in kitchens/bathrooms/additions and want to solve this major problem of staying in touch with your previous clients to help you drive more repeat and referral business. 

Your client list is your most valuable marketing asset. Make sure you’re not neglecting them.

How Much Backlog Should Remodelers Have?

This is a question that Dennis asked that I answered live on The Remodelers Show – see the written answer below – hear me answer the question live here.

“How much backlog should we have before turning down small projects and only accepting projects that are $100,000 or more?” – Dennis

I know Dennis’s business and in normal times, that’s more the ideal project that he takes on – the bigger projects. With the pandemic, with COVID, with everything that is going on, he, like a lot of remodelers, has been a little bit more open to taking on some smaller projects. 

To answer Dennis’s question, I would say it depends on who I’m talking to. I know that some of my clients have more stomach for a shorter backlog than others. Some of my clients, if they don’t have 3+ months of backlog for their team of six people out on the field – they start to get nauseous! I have other clients that feel fine about having 5 weeks of work ahead of them.

The guy that needs 3+ months would have a very hard time understanding how the guy with 5 weeks of backlog is okay. So everyone has a little bit different stomach for how big of a backlog they want.

If you schedule out too far it can become a little bit of a sales problem where some people might not want to wait that long.

There’s a lot of different factors in play here. 

Dennis, my biggest thought for you is this: If a previous client approaches you about a small project, we are going to be much more open to taking on smaller projects and little things for them.. We want to continue to enhance and develop that relationship and trust that we have with our previous clients.. But if it’s a small project for someone we’ve never worked with before, and we’ve got a really strong backlog (which as we said means different things for different people), we might turn that down.

So my answer is that I want to know how many irons in the fire you have out there.. If you’ve got 6 things under design and development that you are feeling really good about and you’ve got two and a half months of backlog, and you think you are going to get from two and a half to four months of backlog in a hurry, my advice is different than if you said, “You know what, we’ve got two and a half months of backlog but I don’t have a lot in the hopper.” In that case, I might say to continue to push on those small projects.

So, it depends on multiple factors, but those are some things to think through.

The other thing I would encourage you to do is to really get clear with this month, next month, and the following month. We have a spreadsheet that helps you calculate your backlog. If you want a copy of that email Bailey (bailey@remodelyourmarketing.com) and ask her for it! 

Using this spreadsheet you can document all of your projects that are sold (not that you might sell) and how many labor hours you are expecting for each of those different projects. In the spreadsheet it’s got a formula that says, “Okay, based on the number of hours that you have sold and that are still remaining, and based on the number of guys you have out on your field, here’s how many weeks and months that you have as far as backlog goes.” 

When you have that and you’re clear on the amount of backlog you have, that helps you make a decision about which projects to take. 

When you’re unclear with that and you are just operating off of how you feel, not facts, then it’s a little riskier to turn things down.. But once you have the facts about your backlog, then you can make clearer and better decisions. 

If you want a copy of the backlog spreadsheet, Email Bailey at bailey@remodelyourmarketing.com and ask for the spreadsheet for the project backlog and we’ll send that over to you. 

A Couple of Things About This Remodeler’s Website

When people request to join The Remodeler’s Community they have to answer three questions:

  1. Are you a residential remodeler?
  2. What’s your website address?
  3. How did you hear about us?

This is because the majority of the people who request to join The Remodelers Community, I actually don’t let in. Not because I’m not nice, but because I want to keep the quality of the people very high. 

There was a gentleman who requested to join about a month ago (I don’t know him, I don’t know his name, but I do know that his business is Coleridge Construction) and when I clicked on his website to see if he would be a good fit for the free Facebook group, I saw a couple of things here that I noted.

I really like that he has good copywriting: “You’ll love this tool we use!”

When you go to his homepage he isn’t saying “we do this,” “we do this,” “we do this.”

Even the way that the heading is set up, who is he talking to there? 

He’s talking to the prospect.

“You’ll love this tool we use! It’s called Co-Construct and it’s revolutionized how you can communicate with your contractor. If you’ve ever lost a detail that you knew was in an important text or email? Now you have all the information, timelines, dreams, ideas, and decisions in one place.”

The other thing I like about this is that he actually took the time when he had a photographer come out and take a picture of him holding the open Co-Construct with his logo in the background and it’s actually him holding it. 

That’s a really nice photograph. 

I think sometimes we just use the stock images and just deal with that instead of thinking that when we have a photographer come out and take pictures of one of my projects, they should also be taking pictures of me – of me holding different things and of me holding something with my logo in the background! 

It really elevates the professionalism of the marketing images that you have to use!

This is a great thing to have on your website and on your social media posts. Keep that in mind. 

The Coleridge website does a great job at sharing photos of their team and tools, and also having excellent copywriting that keeps the focus off of themselves and on the prospect. I think that’s a good example of best practice.

Recruit Creatively!

I came across this recruiting post on LinkedIn the other day and noticed a few key things:

He is trying to get people’s attention with humor.

He calls out the specific person he’s looking for

“If you run your own company and are tired of all the hours of work on top of the “work,” this might be a good fit for you.”

He draws that person out because he knows they’re ideal employees for his remodeling business.

Two ideas to consider implementing in your next recruiting post:

  1. Call out the exact person you have in mind
  2. Use humor to grab people’s attention

Continue to be creative when it comes to your recruiting!