Repeat business and customer referrals are important sources of opportunity and revenue in the residential repaint market. However, cultivating these valued referrals and establishing yourself as a professional takes time, effort and an understanding of some basic practices.
Here are six strategies to build your reputation and your profits.
6 Strategies To Generate More Repeat Business
1. Know your customer to generate more repeat business
In today’s market, two groups offer great potential to residential repaint contractors: baby boomers and senior citizens.
Many in these groups lack the time, desire or ability to do the painting themselves. Plus they have the disposable income to afford a professional. Therefore, with the onslaught of home improvement television programs, decorating magazines and Internet sites, residential repainting contractors are dealing with a sophisticated customer base.
Even if they haven’t picked up a paint brush themselves, they certainly know what to look for in a contractor. They may look for a contractor who is a dependable professional who knows the meaning of good surface preparation and also provides value and uses topnotch, long-lasting products.
2. Know your products
Being successful in this market means knowing your products and how to integrate them into the goods-and-service package that you offer. So with all the advances in coatings technology, you can offer your customers more product options. For example, low-odor, stain-resistant or environmentally-friendly acrylic finishes that are as durable as alkyd products.
From ultra-smooth to semi-gloss, finishes come in more sheens, too, giving customers a range of choices and upgrades. Educate your customers about the differences among today’s paints and coatings. Then they’ll see you as a knowledgeable authority who brings extra value to their project.
3. Know your value to generate more repeat business
Set fair prices – not necessarily the lowest prices. Remember, your good work and good reputation are worthy commodities that carry value in the market.
Make sure your estimate clearly states your base costs and several options for standard and premium products. Also, explain the differences of each product. Additionally, when you address their expectations in writing, your customers will feel reassured about what they’re paying for – and about your professionalism as a contractor.
4. Know your business
One of the simplest ways to differentiate yourself from the competition is to make sure your company follows good business practices. Demonstrate your worth as a professional painter by showing your customers respect. Arrive on time. Return phone calls promptly. Clean up when you leave and note details that are important to the customer.
Simple gestures such as trying not to wake a sleeping baby or greeting a customer by name go a long way in creating a good impression. Develop a code of conduct in dealing with customers and take the time to train your crew to follow it, too.
The professionalism you show customers will travel by word of mouth, and some prospective customers will find that almost as appealing as your painting ability.
5. Assist with color
Color selection can be a difficult process. Therefore, easy-to-use color visualization computer programs can help make the sale and add value to the customer.
With computer programs, you can use a scanned photo of a home to show how various color combinations will look before painting. Images can be changed, saved and printed for the customer to compare. Such software not only increases your customers’ confidence in their final selections, but also provides you with a professional presentation tool that sets you apart from the competition.
6. Extend your services
Color consulting is not the only art in which you can dabble. With so many looks and decorating ideas available to consumers, some contractors find it necessary to expand their services. For example, these services may include techniques like texturing, faux finishing, marbleizing and Venetian plastering. Don’t head off to art school, but do enroll in a few workshops to learn how to apply these finishes correctly.
As you become proficient, develop a portfolio with photos and poster board-sized samples to use as a visual selling tool. Once you’ve got some experience under your belt, contact your customer base with a flyer or letter announcing your new services.
The bottom line is that there is a difference between a good painter and a good painter who is also a successful businessperson. By incorporating these techniques into your daily routine, you can ensure that you are both.
So Amigos, do you recommend any other strategies to generate more repeat business? Share below…
Also, check out Paint Amigo’s book recommendation on generating more referrals below (Amazon affiliate links)…
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P.S. Download my free eBook The Profitable Painter. Click here.
