Does your remodeling business feel stuck in a world of low-end proposals and jobs? If you’re ready to make the switch to completing high-end projects, you’re in the right place. Whether it’s roofing, siding, or landscaping, it’s possible to graduate into high-end exterior remodeling jobs, but it takes:
Ryan Shantz of SumoQuote sat down with Hook Agency’s Tim Brown to outline exactly how to reach high-end customers and close high-end jobs.
Offer a Premium Experience: Premium Products Not Required
As Ryan Shantz put it, “A customer that is willing to pay a premium dollar amount wants a premium experience.” If you’re a contractor who wants to work with high-end clientele, simply calling people back and giving them a plain piece of paper with some numbers isn’t going to cut it anymore.
Premium clients are looking for a premium experience. And you don’t necessarily have to offer premium products in order to create a fantastic experience. The “experience” doesn’t just entail the few days of work and the final result. The experience encompasses every aspect of communication with your clients, from their initial scroll through your website to the quote you offer to the final product.
Learn When to Say No
If you want to make the shift into closing higher-end exterior remodeling jobs, there will come a point where you need to say no to low-end jobs.
It may seem counterintuitive. Shouldn’t you jump at every opportunity to make money? Well, it depends on what you want to be known for. If you consistently take low-end $8,000 jobs, you won’t have the room to solidify yourself as a high-end business.
It’s important to set specific goals and boundaries for your business so you can get to where you want to be with fewer roadblocks along the way. As Tim Brown says, “Show what you want to grow.” Showcase high-end projects on your website and start demonstrating the kind of work that you want to take more of.
“Show what you want to grow.”Tim Brown
Consistency, Consistency, Consistency
Not only do high-end customers want a premium experience, but they want a consistent experience. The following aspects of your business should all have a consistent look and message:
- Your website
- Landing pages
- Business cards
- Employee uniforms
- Logos on company vehicles
- Document letterheads
Why do these details all need to look consistent? Because your potential clients associate these things with the craftsmanship of the project.
That’s right; you could be the best exterior home remodeling company in the world. But if you don’t have a high-quality, consistent online presence, communication process, and marketing materials, high-end customers will never give you the time of day.
Blow Your Potential Clients Away, Every Step of the Way
When’s the last time you thought to include photos of your client’s home in their quote document? Or refer back to their favorite tree they mentioned in an initial conversation?
Attention to detail is vital when it comes to getting higher-end exterior remodeling jobs. Premium clients don’t just want to feel taken care of during the physical remodel, they want to feel seen and heard with invoices, quotes, and case studies.
Lean into the emotional hook points of the sales process. Everyone else hands clients their quotes on plain pieces of paper with a bunch of numbers packed in. Think about how much more effective it would be to send your prospective client a quote with your company’s logo, photos of their property, case studies, and customer testimonials. If you can blow them away before the remodeling even begins, you have a much higher chance of securing the job.
Never Shy Away From Upsells
You simply can’t assume what a customer is or isn’t willing to spend without offering it to them. Many people, especially new homeowners, want the best products and warranties for their homes. If you shy away from offering upgrades, you are definitely missing out on easy opportunities to make higher sales.
There are a couple of ways you can go about upselling:
- The “Good, Better, Best” Method: When you send over a quote, outline three potential packages ranging in quality from good to better to best.
- Base Quote With Recom : Send your client a foundational quote and include a section where they can select additional recommended upgrades on an a la carte basis.
If You Market It, They Will Come
Perhaps you’ve heard the famous quote from the 1989 film Field of Dreams, “If you build it, they will come.”
When it comes to running a successful high-end exterior remodeling business, it’s not enough just to build it. You’ve got to demonstrate to your clients exactly how and why your business will meet their premium expectations better than anyone else. Consider it this way instead:
“If you market it, they will come.”
“If you prove it, they will come.”
“If you adapt it, they will come.”
We’ll leave you with a concise and thoughtful quote from Ryan Schantz, “You’ve got to be able to listen to them, figure out what matters to them, and quickly adapt and pitch to them what matters most.”
Now, get out there, put in the work, and start getting high-end exterior remodeling jobs!
Need help taking your marketing up a notch? Work with a Google Specialized Team that solely helps contractors grow their business with more and better leads. Set up a free introductory call with Hook Agency now!