A Guest Post By Ed Laflamme and Bill Arman of the Harvest Group
This post is the second post in a two-part series on targeted marketing strategies for landscape, paving and snow removal companies.
Boots on the Ground + Technology = A Targeted Marketing Strategy
In order to build an effective targeted marketing and sales campaign, you must establish some very foundational pieces of the campaign. One piece is identifying the most productive and prosperous geographic areas around your shop. Another piece is selecting the most qualified prospects in those areas.
We believe with a combination of “boots on the ground” along with today’s technology, strategically targeting your market(s) can be can be accomplished in short order.
Conduct a Visual Review
We suggest you begin creating your targeted marketing campaign with a visual review of your area. Your visual review will allow you to:
- Determine the physical geographic boundaries of your territory in which you wish to do business. You should have territories in a 60, 30 and 15 minute radius from your yard.
- Define the areas you are currently successfully doing business within your 60, 30 and 15 minute territories and see where there are other opportunities close by.
- Drive to the money to take a look at where the best opportunities are located and what market types these represent. Also try to figure out who your competition is in these areas- especially the areas that are close to your existing job sites.
Visual Review, Review:
Apply the Best Technology
With the your visual review completed, it’s time to move on to the next step- start mapping and measuring your targets with the best technology. We recommend measuring properties online with Go iLawn so you can measure as many properties as possible in your targeted areas, as well as build a database of measured properties that you can retain forever.
Go iLawn’s Targeted Marketing Tools
Go iLawn offers a parcel-to-parcel tool that allows you to measure multiple properties in one photo for no additional charge. This means, you can look up one property and measure any of the neighboring properties you can see in the photos. In some cases, you are able to measure entire subdivisions or commercial corridors for the cost of one search.
Build Your Database for 60, 30 and 15 Minute Prospects
As you measure, you need to build a database of your targeted prospects. Save property measurements and photos in a central location so when it’s time to talk with your prospect in your 60, 30 and 15 minute territories you have all the information you need to begin a conversation with them and build a proposal.
Go iLawn and Go iPave allow you to export property measurements to Excel so you can keep a comprehensive record of what you’ve measured for any given property. You can also save your landscape, paving and snow removal site diagrams as jpegs (as many as you would like, from several angles) so you have property photos to refer to when preparing your estimate and meeting with your client.
Your Marketing Nest Egg
By conducting a visual review and building a database of measured properties, you’ve built yourself a marketing nest egg that will pay for itself time and time again.