There are a few common marketing methods used by contractors to get the word out and find potential customers. I will take some time today to discuss the merits of each. While any marketing is better than none, some methods have worked better for me than others.The following are different methods of marketing a painting business and my thoughts on each method.
Phone Directory Advertising
This used to be a staple among all businesses but I think is becoming more and more obsolete as time goes on. Advantages of phone directory advertising are: almost every home has a phone book and a lot of people go to these books to find businesses for their needs. Disadvantages of the phone directories are: prospects who call from phone directories don't know you from Adam and will often call ten or more of the listings for an estimate. So when you show up to estimate the job you will probably see one or two contractors driving away as you pull up (and one or two pulling up to the house as you drive away), this usually leads to a low "closing rate" and a bidding war - which I am never eager to engage in.
Direct Mailers
Sometimes referred to as "coupon mailers". The number of companies that do this service are legion. Typically you will pay a certain dollar amount ($250 - $350 or so) for a mailing to a certain number of recipients (usually around 10,000) in a selected zip code. The best way to go about this type of mailing is to select the highest income demographic areas within 15 or 20 miles of your location (or whatever radius you like to travel). The higher income areas are the ones who usually contract out painting to service contractors as opposed to lower income areas - who will usually do it themselves. Another way to target the mailing is by the type of painting work. For instance if there is a certain area with a lot of aluminum siding that needs repainting (which you noticed by chance when driving by the area), because the siding is all 20 years old and is badly faded etc..., you may want to mail out to this zip code with an aluminum siding repainting ad.
Networking
Networking with fellow painters is a great way to fill in holes in the schedule. If you get a cancellation and can't move anyone into the slot, call up one of your paint colleges and see what they have going on - maybe they can sub out something to you for that time slot ( remember that you may need to return the "favor" at some time in the future if they have a similar circumstance). Paper hangers and faux finishers can routinely sub contract from paint contractors who aren't skilled in these areas of expertise.
Other Marketing Methods
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