Proximo Marketing For Inexpensive Leads
They responded to your marketing message. They became prospects, customers (hopefully satisfied) and they can be the source for quality inexpensive leads. The term proximo marketing is used to define any type of marketing around completed jobs or jobs under construction
For siding, roofing, gutters, windows, cabinet facing as well as other products we recommend a marketing method called “hang em.” This is a door hanger which briefly describes the product(s) being installed on a neighbor’s house. It requests phone, email or fax responses. In this format you extend the range to a larger number of neighbors, perhaps an entire development. “Hang em” is phase one, which can be followed by direct mail, direct solicitation or both.
The next step (beyond direct mail) would be personal contact. Here the salesperson (or canvasser) makes a house call to get a specific appointment. If your salespeople seem loath to take on this task, hire canvassers to do the job instead.
Don’t give up after the first pass through this neighborhood. Thirty days later repeat the process with another “hang em” and a direct mail postcard a few days later.
David Alan Yoho makes the following recommendation to all of our clients: Mail the radiation letter upon approved status using the customer’s name and address (with approval). Mail a postcard the week before the installation. Knock during the job and hang ‘em then – in conjunction with obtaining referrals, etc by visiting the customer.
The wise home improvement marketer takes advantage of the completed job and utilizes it as a center for proximo marketing. Working around the job isn’t complicated. Mostly it just isn’t done wisely. If your product is a sunroom, kitchen, deck, bath or similar, these lend easily to an open house format. The agreement to do so is structured during the sales presentation and invitations are sent out to neighbors over your new customer’s signature. The RSVP invitation can extend to ten neighbors on either side of the completed job and to twenty on the other side of the street plus those in the general neighborhood who are friendly with your customer.
A continental breakfast, lunch, brunch, or snack paid for by your company and hosted by one of your staff becomes an inexpensive “lead potential” and contact. Each attendee signs a guest book page giving name, address, telephone and email address, as well as permission to re-contact by phone for product changes, special offers, etc. Remember, you will need the latter to meet the qualifications of the “Do Not Call List” (check your state for specific qualifications). A power point presentation with before and after pictures and a lead form can make these neighbors ideal prospects.
During the “open house” provide an inexpensive gift (i.e., gift card from gas stations, supermarket, or fast food restaurant) as a thank you for their attendance. The presentation on your company and product should be limited to general information. You are not selling the job. That remains an aftermath responsibility of the salesperson that will get the lead.
In the case of those who attended your open house, and you have their phone number and email address together with permission to call, you are now in a position to glean additional prospects as an aftermath of the installed job. If your sales presentation to all prospects and a follow up includes solicitation for referrals you will find that proximo marketing pays off with low cost leads.
