How Upselling In Construction Marketing Can Boost Your Construction Business

Have you noticed whenever you buy a burger, the sales people always try to persuade you to ‘Go Large’, or have ‘extra fries’ etc. Have you also noticed at the checkout of every superstore are racks of things you would not have thought of buying, but as you stand there waiting at the checkout, you suddenly realise all the things you ‘need’! Scary stuff! Real profits come when you get the client to buy a larger, more expensive, or more comprehensive product or service.

This is how it works in the construction industry:

EXAMPLE A: The Remodeler, Home Refurbishment: in the business of building extensions, bathrooms, sun rooms, loft conversions etc. How about suggesting certain enhancements at the point of survey. Or ask them if they had considered extending the work to include the latest whiz bang disposal unit, designed to be 150% more efficient and thus delivering significant cost savings to your client.

EXAMPLE B: The Commercial Contractor: how about offering a Repairs and Maintenance service after the initial defects period following contract completion. This can deliver great benefits for your client because you already know the premises and can operate much more efficiently with the prior knowledge base you already have.

EXAMPLE C: The House Builder: If you are building housing schemes where a number of homes will be rented/leased you could offer and Liaison Officer based on site for the first 6 months after completion, to make sure people are secure in their homes, know where to find everything and are happy. You could offer this service as a free added benefit – this may be the deciding factor that will win you the contract over your competition! Alternatively, if the client/housing association/ local housing authority are intending to employ someone for this job, you could easily extend your business reach by supplying the right person for the job – someone who already knows the property and has proven qualifications to do the job.

EXAMPLE D: The Sub-Contractor: if you work for a number of larger contractors, the way you source the products you use is crucial. It may be that the main contractor already has an approved list of suppliers, but often good relationships can be established with individual Buyers to enable the Subbie to recommend where to source materials at competitive prices. A whole range of complex partnerships can be made to enable commissions to be paid and everyone benefits! Of course, it goes without saying that any deal agreed should be completely transparent and should ultimately benefit the client in terms of cost savings and quality products and services. One wrong move or ‘under the table’ deal can result in lost credibility and trust. So keep everything above board.

EXAMPLE E: The Architect: Design & Build contracts are one obvious root to establish good working relationships with construction professionals on a project team and can be one way architects can ‘up-sell’ their professional skills by working on a partnering basis. Partnered Contracts can be lucrative for all involved, including the client, but they have to be set up correctly to work efficiently. Architects who are willing to get involved at the Pre-Construction phase of a project on a ‘No Pass No Fee’ basis are more likely to keep busy down the line. (‘No Pass’ meaning not getting Planning Approval for a project).

EXAMPLE F: Whatever area of construction you are in, you will have a network of approved professionals you work with. So you will have a lot of bargaining power when soliciting goods and services for your project. Sub-contractors, agents, architects, quantity surveyors, building consultants and merchants will all be part of the mix. This can be an area of healthy growth for your business when approved list suppliers, partners and subsidiaries reciprocate with their own recommendations for your company.

How To Start A Realtor Sign Installation Business – Tips And Strategies

When you start a Realtor sign installation business, you have access to a wide variety of potential business sources from residential to commercial to vacant land. You will also need to establish the geographical area that you can cover reliably.

In considering how to start a Realtor sign installation business, the first consideration has to be arranging for the production of signage materials. To print custom logos and colors you will need to set up arrangements with a silk screen printing company. This is a specialized process where the pattern is created on fabric with a resist material, then ink is pressed through in multiple color passes. You are also going to want to arrange for storage of the completed signs in a covered dry area with separators to protect their surface when not in use.

The signs themselves are almost universally mounted on four by four standard construction grade Douglas Fir posts, apart from larger commercial real estate signs which occasionally may require four by six posts. The plywood for lettering should be plywood with exterior grade glue and a smooth PTS “plugged and touch sanded” surface on both sides. Half inch thickness should suffice for most applications.

You will need a good knowledge of the area to accurately locate the sign placements. A GPS device is useful here, and you will also want to be able to read County Assessor plat maps if you are going to place signs on vacant land. You will also need to check local sign ordinances in developed areas. Know the restrictions on sign placement in gated communities, within homeowner association controlled developments, and in all areas with covenants, conditions and restrictions (CCRs) such as planned unit developments or town homes.

You also need to have reliable transportation consisting of a full size pickup truck with wood separator fixtures fashioned to secure the standard yard signs during transport.

Once your production capacity and storage arrangements are in place but not yet activated, you need to secure your accounts. In addition to marketing to conventional real estate offices, you will also want to pursue the bank REO (real estate owned) departments that need to liquidate foreclosed holdings and the independent agencies that are selling foreclosed properties in bulk.

Establish your pricing and service by comparison with sign companies in areas adjacent to your service area. Much of your marketing will be establishing contacts in person with the real estate office managers in your area. Be presentable, be persistent, be cordial, and be businesslike. These people need to know they can trust you to promptly and reliably place and remove their signs.

Almost every business today can benefit from an online marketing presence. A digital camera can provide you with promotional photographs for your web site, and templates are available online to simplify the process of setting up your site. Be sure to include a call to action on every page to encourage your visitors to request an estimate by e-mail. Also obtain their name and telephone in your online form to follow up with them consistently. The forms can be found by searching online for reply forms.