3 Critical Stats from the 2020 State of Remodeler Marketing Report

Every year, my company Builder Funnel surveys remodelers from all over the United States and Canada to uncover the biggest challenges, obstacles and goals for the upcoming year.

This year, we partnered with Remodeler’s Advantage to promote the survey and put together the report. You can download the full report here.

That being said, I wanted to highlight 3 critical stats that stood out to me so that you can make 2021 a killer year for your remodeling business.

 

40% of Remodelers Do NOT Feel Their Marketing Strategy is Effective

Yikes. Almost half of remodelers don’t think their marketing is working. That’s pretty scary. I was being interviewed today, and a question came up that I think provides some context as to why this is.

Most remodelers aren’t consistent with their marketing efforts. They blog 4 times and then stop…and then suddenly 3 years go by and when a prospect visits the site, they see the last post is from 2017. Not a good look.

Or maybe they decide to advertise in a local magazine. So they place 1 ad and nothing happens…so they stop.

Marketing requires an element of consistency for it to actually take hold and start to produce. Most remodelers just don’t stick with the strategy long enough.

This also leads to another reason why…

 

54% of Remodelers Do Not Calculate ROI or Don’t Know How

If you aren’t able to calculate the ROI on your marketing, you probably don’t think any of your marketing is effective.

I see this a lot.

Remodeler: “I’ve been doing Google Ads for a while now, but it’s not really working.”

Me: “Oh, really? Why not?”

Remodeler: “I’m just not getting enough leads, and the leads that do come in aren’t high quality.”

Me: “Interesting. How many leads did you get last month and how much did you spend?”

Remodeler: “I’m not exactly sure how many leads I got, but we’re spending $500/month on Google Ads.”

Me: “Okay, if you don’t know how many leads you got, do you know if you’ve closed any projects?”

Remodeler: “I’m not really sure.”

This is a very common exchange that takes place on my calls with remodelers. If you don’t know how many leads and customers you’re getting from a certain channel, you can’t possibly know if it’s working or not.

Today’s modern remodelers are putting in the tracking software and tools to be able to measure their marketing so that they can improve over time. It allows you to kill off any bad marketing channels and double down on channels that are effective.

The key takeaway from this stat is to make sure you put some marketing analytics and tracking tools in place heading into 2021.

 

41% of Remodelers are STILL not Blogging

Blogging has proven itself as one of the most powerful content marketing tools for attracting your ideal prospects through Google search.

If you’re not blogging or not blogging consistently, make the commitment to making 2021 the year you stick to it.

Blogging allows you to answer prospect questions they are typing into Google.

  • How much does a kitchen remodel cost in Atlanta?
  • How long does it take to add an addition in Seattle?
  • What are the current kitchen design trends in Austin?

The list of topics and questions goes on and on. By writing really great, informative blog posts on these topics, you’ll not only start to attract your idea prospects, but you’ll start building trust and credibility before the sales call because you’re becoming their trusted advisor by educating them about the process and how everything works and what to expect.

The other fantastic thing about blogging is that it acts more like an investment than an expense. Our company has been blogging for a decade, and we get traffic to our website each and every month to blog posts we wrote years ago. Those posts get indexed in Google and continue to pay dividends each and every month.

 

Wrapping Up

Each year, we uncover some really interesting insights through the report, and this blog just scratched the surface. Download the full report so that you’re primed and ready for 2021.

[Tim Faller Show] Ep.125: Motivating & Engaging Employees With Consistent Performance Reviews With Selema Lawson-Jack

We have heard contractors say, “This would be a great business if it weren’t for the people!”

Many remodelers get into the business to build and create… the unfortunate reality is that they can’t build things without people…yet!

One big challenge owners and managers face is the annual employee review. It seems ineffective at creating change and is often just a platform for an employee asking for a raise.

The Owner feels in a bind and grants the raise, often against their better judgment or without any data to back up their decision.

Tim and Steve welcome Selema Lawson-Jack to the show to talk more about how she has assessed each of her company’s Production staff, through periodic performance reviews, and has determined a growth path for them.

Selema Lawson-Jack is the Director of Production at Schroeder Design Build in Fairfax, VA. and has had great success with their performance review process that has resulted in more promotions from within the department than they have had in the past.

Tim, Steve and Selema talk more about:

  • Selema’s overall experience with job reviews in the past and currently.
  • The thought behind holding performance reviews every 3 months.
  • What the reviews consist of and what content is used.
  • The goal of each interaction.
  • Dealing with requests for raises and promotions.
  • Getting the ownership, management and team on board.

Click here to listen to this episode

[PowerTips Unscripted] Ep.128: Demography is Destiny with Kenneth Gronbach

As a remodeling business owner, you have likely heard of demographics and you have probably looked at it solely in the context of marketing and lead generation.

But, the power of demographics lies much deeper than that, and in this episode, Ken Gronbach will share the subtle yet profound effect of shifting demography in the United States, the Americas and the world, and we will hear what that means to your business now and in the future.

Ken is President/CEO of KGC Direct and is an internationally respected demographer who has been able to forecast societal, commercial, economic, cultural and political phenomena with uncanny accuracy.

Victoria, Mark and Ken talk more about:

  • Ken’s transition from Marketing into Demography
  • The relationship between markets and demographic data
  • The effect Covid-19 will have on the demographic landscape in the United States
  • The generations in the US that will be the most influential in the next 20 years
  • The categories/sectors of commerce that will suffer and which will flourish demographically going forward

Click here to listen to this episode

[Tim Faller Show] Ep.124: 50 Shades of Green with Paul Eldrenkamp

How the concept of “green remodeling” has evolved over time and what, if anything, does it mean today?

In this episode, Tim and Steve discuss the green movement, where it has been, where it is going, and a little about being involved.

To dive further in we welcome Paul Eldrenkamp – Founder and Project Manager for Byggmeister, Inc. in Newton, MA to the show, as he was an early adopter of green building, and remains a thought-leader in the industry years later.

After a wide range of carpentry jobs and a bachelor’s degree in History and Literature of Medieval Europe, Paul founded Byggmeister (Scandinavian for “master builder”) in 1983. Over the course of nearly forty years in business, he has “always placed a high priority on two things: fostering easy, friendly relations with his clients and building a team of people who are as interesting and diverse as they are talented and dedicated.”

Tim, Steve and Paul cover:

  • Defining what “green renovation” means.
  • The biggest mistakes remodelers make when they incorporate green practices into their business model.
  • Reliable sources of building science information.
  • Some of the most entrenched myths about green remodeling.
  • How “green” practices have evolved over 40 years in the industry.

Click here to listen to this episode

[PowerTips Unscripted] Ep.127: Engaging Employees in the New Normal with Rick Bowers

Working remotely, working on-site with clients and adhering to CDC restrictions, an upcoming election, social unrest and an economy that is slowly starting to recover.

Everyone is adjusting to the new world of work, and it sounds as though making those adjustments will continue into 2021.

How can you help your team connect and engage with their work?

Our guest today, Rick Bowers, President of TTI Success Insights, shares tips and tools to help business owners and leaders make the changes they need to master the ‘re-boarding’ process.

Rick is the President of TTI Success Insights and keynote speaker at TTI Success Insights International Conference. Rick has over 30 years of experience with talent management tools and has trained people on effective talent management techniques in over 30 countries on six continents.

Victoria, Mark and Rick talk more about:

  • Background and overview of TTI Success Insights
  • The concept of “re-boarding”
  • What the new normal looks like for businesses and organizations
  • How business owners and leaders can use the tools available through TTI Success Insights

Click here to listen to this episode

[Tim Faller Show] Ep.123: Exploring the Decent Human Being Theory with Nick Slavik

Many remodelers, builders and business owners make resolutions or commitments to create Standard Operating Procedures (SOPs) and then they get caught up in the daily grind and it never happens. Or, they take the time and energy to create them and they sit, unused, in a binder on a shelf.

Another challenge for many companies we work with is attracting and hiring people, especially new people to the industry, and getting them trained to “do things our way.”

Our guest today, Nick Slavik, has done an outstanding job of developing SOPs for his company and then implementing training to meet those internally. It turns out he has some other views of the world that are extremely helpful in running a business, as well.

Nick is the Proprietor of the Nick Slavik Painting & Restoration Co., Host of Ask a Painter Live, and contributes to This Old House. He has been and national and international speaker on topics such as entrepreneurship, craftspersonship, trades reformation, working with millennials, harnessing technology for trades business, financial benchmarks, industry standards and coating science.

Nick has been a craftsman for more than 25 years. His company has been awarded more than 5 National awards for craftsmanship over the last 3 years. He has created a rigorous Apprenticeship program where he finds, trains, inspires and mentors young people in his craft. In 2018, he was made a family member at This Old House.

Tim, Steve and Nick talk more about:

  • Background and description of the Decent Human Being Theory.
  • Creating & developing Standard Operating Procedures (SOPs).
  • Holding teams accountable and getting them to adhere to SOPs.
  • Developing them is one thing but training to them is another.
  • Balancing the demand for work, growing the business and training new personnel.
  • Hiring green and training OR hiring an experienced painter and re-training them?
  • And more…

Click here to listen to this episode

[PowerTips Unscripted] Ep.126: Off-site Planning for the Coming Year with Robert & Evelyn Lenton

As remodeling business owners, many of us do long-term planning, but is there a detailed strategic plan for the coming year?

In this episode, we talk about the benefits of an off-site planning retreat to chart your course for the coming year with Robert & Evelyn Lenton, co-owners of Lenton Company, Inc. in Palmdale, CA.

Robert has built Lenton Company into the premier Design/Build firm in his market over the past 35 years. Evelyn joined the business in 2018 after retiring from a career in education.

Victoria, Mark and the Lentons talk more about:

  • The initial inspiration for the long-term planning retreat
  • What the primary goals of the weekend were
  • Who participated in the retreat and what the outcome was
  • Lessons learned; what will you do differently next year?

Click here to listen to this episode

Ep.122: Selling Virtually in Today’s Market with Matthew Daniels

Remodeling companies and builders are now selling virtually, saving time and labor. Business owners and sales teams are finding new and unique ways to reach their audiences and secure contracts for projects and we’ve heard from some R/A Roundtables members that are now booking projects into 2022.

Our guest today has taken it a step further and we wanted to explore how far technology can take us. Imagine being able to sell remodeling projects through the web without even leaving your office or perhaps your kitchen. Matthew Daniels and his team at Roofle are doing just that.

Matthew is the Chief Marketing Officer at Roofle, a revolutionary platform making it as simple as possible for homeowners to replace their roof through an online questionnaire, catalog and resulting match-making system.

Tim, Steve and Matthew talk more about:

  • Background and overview of the Roofle online platform.
  • The process Roofle uses to sell contracts and provide service.
  • The unique selling point for the public… why buy online?
  • How a remodeler or builder might utilize the same type of experience
  • And More…

Click here to listen to this episode

Ep.125: Building Meaningful Customer Personas with Aimee Pagano

The concept behind developing a customer persona is pretty simple – get to know your audience better so that you can build a more meaningful relationship with them, both as a client and a prospect.

The output of that analysis is inevitable company growth and client retention. So how do firms, of all sizes, build meaningful personas to shape the way they go to market?

In this episode, Aimee Pagano talks with Victoria and Mark about the process of building these vital tools and what a remodeling firm can do with them.

Aimee is the Senior Digital Advisor at HighRoad Solutions, a smartech data integration company for associations. She has 20 years of marketing and communications experience and her specialties include persona development, content strategy and generation, lead gen, and website development / optimization.

Victoria, Mark and Aimee talk more about:

  • What a customer persona is and how remodeling firms would use it.
  • What the building blocks are for customer persona development.
  • Working without data.
  • What you do with the customer personas once you’ve developed them.
  • Who should be involved when going through a customer persona exercise.
  • And more…

Click here to listen to this episode

[Tim Faller Show] Ep.121: Cracking the Code; Mastering the Art of Building Code Compliance with Mike Guertin

In this episode, Tim and Steve are talking about code… yes, the building code.

Who gets excited about the building code? One of the most common thoughts is that it makes it hard for a contractor to make money, however another thought is, it sets a low bar and as professionals, we should all be building better than the minimum standards.

While likely different across the US and Canada, building codes have a common trait in that they can be a barrier to workflow and our guest for this episode, Mike Guertin, provides us with some useful information and advice on things you may be getting wrong and ways you can stay compliant.

Mike Guertin has been building and remodeling homes in the smallest state in the union for over 40 years. Mike regularly writes for Fine Homebuilding and JLC magazines and trains other contractors on better building practices and building codes at JLC Live, Deck Expo, IBS and other construction trade shows.

Tim, Steve and Mike talk more about:

  • Background on building codes and their purpose.
  • What “Building above code” means.
  • Some common code mistakes contractors & remodelers make.
  • Parts of the building code that contractors may find useful.
  • And more

Click here to listen to this episode