Marketing Strategy Call: How to Attract High-End Clients with Strategic Forms

Okay, so talk to me a little bit about what you hope to accomplish on Strategy call today and that way I can gear our conversation in the direction that you want to go.

I think that our website and everything does this really good. It looks professional and everything. Now I'm just.

There'S just some more professional things that I see people do and use and I don't know how to and wrap that in my business and make it feel. It doesn't seem so professional for like how we operate as people just call us and then we email back and forth and maybe the shop will help us too because we'll have somewhere we can set up an official meeting and sit down with these people and. But one of the things that I'd love to gauge, be able to gauge is how much money these people have, what kind of home they're looking for. And I don't know the professional way to ask them that. I thought about something at one point that I could do like a Google Doc or something. And so when we're putting together these bids because a lot of the time they just send us prints and that's fine. Sometimes you can see what they're looking at, but you just never really know. And if I had a Google Doc or something that had all these add ons like custom fireplace, quartz countertops, landscaping, some of these things that your entry level home person that's looking for a home wouldn't be looking for. They're not looking for all those apps. You know, they don't want to put a hundred thousand dollars into their other outside landscaping and things. And I don't want to miss out on an opportunity to upsell for one. If these people have this budget because I'd love to do outdoor kitchens, I'd love to add on all those things, but I think that's something that you.

Would put in front of their face. For me, if somebody sells me a picture when it's in my budget, I'm absolutely on board, but I don't wanna. So I'm trying to figure out how to maybe add on something into my website or something that I could. That's just one of the ways I'm thinking we don't do mass scale business. I'm not looking for every person on the Internet. Some of these smaller, you know, the sparks girl that's selling drinks and things. I think I need to just be smarter about how I'm increasing my business to the right people. I, I also don't know how to advertise to those people. Facebook had Me shut down from advertising since like 2020. And it took all these years to jump all their hoops to figure out, like every time they would give me a different reason on why they wouldn't let my account advertise. So I've been out of it since then. I used to advertise for clothes and things, which is completely different from what we're looking for. Really. I'd like to rank better. I, you know, just an overall kind of rundown.

Okay. Okay. Are you watching me on a phone right now?

Yes.

Okay. It probably wouldn't be helpful to share my screen because it'd be too hard to see a couple things on your. You do have a quote request form on your website. But what we could do is revamp it a little bit and maybe turn it into.

Like a dream home builder in a way. So it's a request form and it's what in your perfect or in your ideal beautiful home, what amenities would you love to see and have people like, click. So all those things that you just said, granite countertops or.

Yeah, or on their quote, because we're just shooting a dart when somebody sends us a blueprint. If you want built in bunk beds, if you want built in closets, I want to be a part of that. Some people have us build our house, build their house, and then they go and get that from other people because they just don't even know that we offer things like that.

So, yeah, so we can revamp the form to do something like that. I think that's really cool. Now the only people really who would fill that out are people that think big and want beautiful things. But that's your ideal customer anyway, right?

For the most part, yeah. And I also think that when, if we were to send them a form like that, maybe we would know because we started trying to do some things like that. Just so we know. I don't know how to know what I can get you Menards windows or I can get you Anderson windows. And honestly, we don't want to spend a ton of time on it unless they're. If they're the bottom of. Of the bowl to build. A lot of the time we don't get to build with them or work with them anyway because we're higher priced and they're going to go somewhere else. So if I can, right off the bat, I'd rather we try to just give them like a square footage price. But believe it or not, people still move forward and then they're like, this is exactly. It's exactly the square footage price and. Oh, my God, why is that 500, $700,000. We told. You know, and that was before we send it out to all of our subs and everything and spend all that leg work getting them into all that.

Yeah, yeah.

I think that it could help us in a few different ways if we would get some sort of form like that.

Okay, let's do that. Let's build that form. That's no problem. On the Facebook stuff. I did a quick look at your Facebook before I got on the call. And you can overcome the inability to advertise on Facebook by just posting more often. And everything that you just described to me that you want to do that would be the content of your posts. You put those ideas in front of people. And when you do that over time, and also soliciting the help of your friends like me, Kristen bni, or whatever, and get people to start sharing those posts so you're planting seeds and so your reach will grow organically, naturally. If you're posting more often and you're posting beautiful things that people are interested in seeing or dreaming about or wishing they had that sort of thing, I'd recommend a really robust social media presence as a way to get the word out and to grow the audience. And from there, what you could do on the advertising side is then retargeting. So retargeting is essentially a piece of code we put on the back side of the website. So it's different than pay per click. You still have a set budget. The minimum budget, I think, is $75 a month for retargeting. The thing I like about retargeting is that it takes everything that you're doing right now, whatever ads you're running, whether it be billboards, radio, print, anything you're doing to promote your business. And when people go to your website, then it's the kind of the creepy ads that follow people around the Internet when they're checking weather, reading news, all that stuff is, hey, you were interested in us over here. We're still here. And it drives people back and keeps you top of mind. So they've already expressed interest. So it's just essentially leveraging ad dollars that you've already invested in. Whatever. It doesn't matter where they're invested. So people go to your website, and then these ads start following people around. Does that make sense?

Yes. Yeah, because yours shows up and anything I click on.

Exactly. You know what it is exactly what.

You'Re talking about, because I can't imagine that you partnered with all these people to put MSW on there. Yeah. So my Facebook, something I struggle with is getting the right photos. So recently I've started paying to get photos all the time. And for the longest time we were getting like shell come in, frame it up, put a roof on it, put and then leaving. So none of the pretty like landscaping or fireplace or kitchen. That wasn't a thing for me. I struggle with getting photos that I feel like are good enough, eye catching enough to. And that might be also just like a struggle in my brain that makes me share nothing because I'm like, I don't have the perfect photo. Same thing about shop. I think that I could probably get good advertising right now because I'm cleaning up a dump right on Highway 5 that everybody stops by and asks what we're doing and the community is interested in. And I just don't share it because I'm like, that's ugly. But sometimes that's the ugly things do get attention. So maybe.

Yeah, but so what you just, you just described two very different things. So you're taking an eyesore and cleaning it up. So you're, you're gonna be like, here, I'm capturing the before pictures. This is a disaster. And we bought this and we're doing this and watch as it progresses. Watch as it. So that will actually people start sharing that, especially if they're interested in the fact that whatever that eyesore is getting cleaned up and something's being done with it. I would absolutely be leveraging that opportunity and posting every time you do something out there.

On my business page.

Yeah, yeah, yeah, absolutely. And then share it on your personal. So people will go, you want to. Because you probably have more reach on your personal than you do on your business right now. So you want to post on the business page, share on your personal page. And the people that are connected with you personally just say, hey, go like our business page. And they will so you personal to promote the business and get that organic growth. And then people who are interested in the project that you're working on or sharing it, they're going to start sharing and talking about it as well. So you've got an opportunity right now to leverage some organic things.

I hate to miss. That's what I was thinking. I hate to miss that. But I also get caught up on we bought it and we really just wanted to fix it up to like work for us, not so much be so beautiful. So I get caught up on the transformation of it. At the end it's to me it doesn't seem extreme because I'm a home builder, but probably for most people it's going to be. It will be.

Yeah.

Extremes.

Yeah. You're cleaning up an eyesore. People have been talking about it in bni. Yeah.

By anybody that's on this side. Over here by Greenview. It's something that people comment on just driving by. I did before the property even came up. That. God, I wish you would bring that up. That looks so bad for our community here I am.

Yeah. And just be proud of it. Leverage it. Don't overthink it. It's social media for a reason. And the worst picture you can take, the better to say, this is going away, this is going away, this is going away, this is going away. And yeah, people will be excited.

Yeah. We took an entire huge dump trailer of just tires off of the property yesterday.

Did you take a picture?

Yeah, we've got it sitting at the tire shop because I got to cut all those up or one of my guys have to cut all of them up before you can even take them anywhere. So just work right there. That.

Yeah, share that.

It's crazy what we got an end to over here.

Share that. And then also share the fact that you're disposing of them properly.

Right.

Because that's a big deal too.

Not just burning them into where most people just burn them. The black smoke everywhere. Yeah, yeah, yeah. So I would like to work on our site and maybe get a different form made. Maybe I can come up with some ideas on, like, things that would be clickable or something to submit with a form. And then I can. Even if they don't fill it out on their own, maybe I can just send it right back to them. That way I have more of an idea because I don't know the professional way to be like, okay, do you have 100 to a million plus? Because what you're. What you have here on this lake lot, that's where you're. That's where you're shooting at.

Yeah.

Anything that gets me away from having to. I don't know, maybe other builders do say that. Like, how much money is in your pocket, sir? I don't know.

It. It's not bad to say on your website if you want to limit your audience. It's not bad to say we work with families who are ready to invest 500,000 plus in their new home, in their new home build, or 800,000 plus in their new home build. And yes, that will turn away the people who aren't. But if that's truly your audience. That's okay.

Yeah. And it gets hard because we don't mind just framing people. Things like that are just building a deck so I can't quite squeeze in that much. I just.

The form with the check boxes is a very passive way to do it. People will check the boxes for things that they think they might want and.

Then also this.

Say that one more time.

I said a lot of them will be good with it. I think it's more of a me thing is I'm afraid to ask them, do you have more money? Do you have more money? A lot of these people that build these homes, they have. We just had one do a million dollar remodel. They had all the money in the world when they. That to me, I've grown up broke and everything, so money's weird to me to talk about. But a lot of people, it's not. They want what they want and it doesn't matter so much the cost.

Yeah, it's okay to ask those questions. Doesn't hurt anything at all.

Do you think that I should be tagging things on Facebook like the hashtag?

Sure, yeah. So hashtags enable search. Right now you don't have a ton of followers, but that's going to grow. And yeah, use hashtags and hashtags basically help your stuff come up in search when people are looking for something. Now Facebook isn't the biggest search platform out there, but it doesn't hurt anything to do it.

So something. With my Facebook not having as many followers, I've never did like those giveaways and those different ways that people do pull a lot of audience. And I don't know if that's good or bad. To me, I'm thinking like I've got the audience that is interested in what I have because I haven't pushed to. If you give away some cookies, then you're. If it was your whole community, that might be good because that kind of helps your brand. But if it's people far away, I don't know.

I. Yeah, I'm not suggesting that you give away things to get followers. I'm suggesting that you publish more content more often and then it will organically grow and reach the right people. You. It doesn't do you any good to have a thousand fans that aren't going to be consumers of your product or know people who could be consumers of product. So your thinking is right. But by posting more in posting luxury and posting beautiful things that you guys can do, that is what will ultimately do it. And you don't have to use your own pictures either. I think I went through this a little bit when we were doing the website. Using stock photos is not a bad thing if you are focusing on a certain element. And if we were working with you on social media, we have access to a whole stock library. You wouldn't actually have to buy the pictures. You just use our license and we can use the photos. But if you're doing it on your own, you'll have to find the photos and buy the photos and have the rights to use the photos. But using stock to show beautiful things like the difference between stock windows and beautiful Anderson windows, or the difference between like a laminate counter versus a granite counter and educating people and showing those different upgrades and why you guys do what you do and address the things that you do. It's like an educational.

Approach, an aspirational approach. Does that make sense?

Yeah, because I get caught up on a lot of that. That's what really people want to share. And everything is education about something that they don't know. And I get caught up on the fact thinking that everybody knows about windows or about doors or about they don't. But I don't know if I. What do they call that? The stranger? What do they call that? Impersonator or whatever you don't feel like enough to be speaking on these things, even though that's what you do today.

Yeah, you do. That's why people hire you.

Yeah, yeah. I think we'll. Now that the kids are going back to school, I'll start posting and I'll probably post My Ugly Shack because people really do appreciate that, that we've taken something and cleaned it up versus just building new, because obviously we could build new anytime.

The more organic and authentic you are, the better. And then the more you provide value, the better. And when I say value, it's like educating people on the difference. You can spend a hundred dollars on a window or you can spend $800 on a window and over the life of the window, it's going to save you thousands of dollars on your electricity bill, whatever that is. Look at the short term versus the long term, just in sheer quality. It's just an education process and it's ongoing. So a lot of people are afraid to make a post like that and then do it again a month later. But don't be afraid to do it again a month later because only 2% of your audience sees the original post in the first place. And so people need reminders more than they need education. So even the people who do know in, in theory about a better window is going to give you better insulation and save you money in the long term. But they need ongoing reminders of that kind of stuff. You have endless content that you could put out there and then continue to repurpose.

Yeah, it doesn't feel that way when you're on this side, but yeah, I get that because I can think of a lot of ways for other businesses.

Yeah, well, we get clients sometimes that will say, you just posted that last month. I know. Because it's really good and your audience needs a reminder. You do it and it's good for them and nobody.

Sometimes you don't see it at all or sometimes you see it like a day. I find that like the food trucks and everything I see the day after, like thank you Facebook. And then I try to post things in the evening when people are sitting down. So hopefully enough people see, see it and like it right then that I hope that it puts it out to more people. I don't know that's how it works anymore, but that's how it worked back in the day. And so yeah.

I'm caught up on all these rules that I post. Nothing like Ms. Seven O'.

Clock.

I guess I'll never do that.

Yeah, I actually, I prefer to post in the morning because it's the same concept. People tend to look at stuff in the morning and then what happens is you have the longevity of the day and the engagement during the day for it to pick up traction, whereas at night you might get some action on it but then people go to bed. So it does so just kind of change the frame a little bit about how you're thinking about that.

So is there anything I can do with Google to rank better besides their advertising or whatever they promote?

Yeah, driving traffic to your website is one of the big things that you can do. Reviews are going to be a big factor in your Google rankings and especially in the Google Maps and then you guys having that physical location as soon as you, as soon as you get it and that will really help your organic rankings.

And then the longevity of the site. So that's going to take a little bit of time, but the things that you can do in the meantime to contribute to help boost that is the, the reviews. So Google is in the business of returning what they see as the best possible results. And so how it determines that is what's on your site. And your site is organically optimized for the on page stuff it should be. But then also the reviews around it and the recency of the reviews. So you want to get reviews on an ongoing basis. So if you've got clients that haven't written you a review yet, you want to go get those and have them do it in Google. The Google reviews will help you more than the Facebook reviews from an SEO standpoint. And then having that physical location will really help you in Maps. So if you're virtual, it's going to be hard to come up in Maps, but once you've got that physical location for your office, that will really help you a whole bunch. And then the traffic to your site.

So we've always used our home address, so I don't know how that's going, but I haven't switched it to this address yet. Because if you Google map this place.

Yeah, I would wait.

Yeah. How do I go about that? How do I go about switching it? Do I need to. Because it's Drew boat lifts and it's a dump. Do I just switch that location and when I switch the location, it'll prompt me through it, or do I need permission? Like, how do I switch this address? And to make it look like different.

What you need to do is when you're ready, we will help you with your Google Business profile listing. And then what we probably need to do is have you do the directory management service that we do. And what it does is it pushes your address out with your business name to all of the major search engine directories that are out there. And so it essentially takes the old information that was at that address and replaces it with a new information at that address. And it's a process because they all update at their own time. Like anytime someone changes addresses. I recommend that. Absolutely. So that will help you a lot faster to get that fixed.

Yeah. Because I wanted to stop saying here, but I'm not ready for it to say dreams of construction either. Because that don't look good. Because a lot of our people come from, like St. Louis and Kansas City. They are not hiring me. If they pull in here. They're not, you know, so I don't know.

Yeah.

Okay. I think that's it. I mean, I think about.

I think that's.

That'll be a good start. I think let's focus on that form and then give some thought to what I shared on the social media side. I think if you, if you start getting really consistent about it, you're going to start seeing some momentum from that. So not. And if you can stomach it more than one post a day, I Would say at least two. Better three.

So see that?

Does that not hurt you to post all these things and then get no interaction with it?

No, no, no.

Okay.

No, no. The more you post, the better.

So strive on my personal page. I feel like people stop liking the last thing once I post something else. You know, I mean, keep going.

Trust me.

Okay. I appreciate you taking the time to look at that and everything.

Yeah. All right. I'll get started on that form and send me. If you will send me an email with kind of a list of upgrades that. That come to mind and I'll build those into the form and then we can tweak it from there. Oh, you. You just muted somehow. You can't hear me.

That's so weird. Our whole audio just went away. Hold on. Go to.

Hold on. Go to chat.

Chat. Hold on. Can you see the chat? Chat. Hold up. Wait.

Oh, wait. There you are.

Chat. Oh, we're back.

Yeah. Did I disappear too?

That was so weird.

Yeah. Okay, get you. What do you need from me?

Just send me an email with kind of a list of the upgrades that we talked about, and I'll go ahead and build the form and send you a preview of it and then we can tweak it from there. Will that work?

Okay? Yeah, it's great. Okay, cool. I think that's. That's it. Okay. I can. One to one, right?

Of course.

I'm still new to all this, so I don't know what I'm doing ever.

Yeah, absolutely.

Okay. I appreciate you so much.

Okay. Have a good rest of your day.

You too. Thanks.

Okay.