How to attract clients for finishing work. I am builder. How to find clients

Definition of target audience
Set up advertising
Get targeted subscribers
Receive applications

The company "Honest Repair" is engaged in full and partial finishing of apartments in St. Petersburg. They also help with free acceptance of apartments in new buildings. Before this, advertising campaigns had already been carried out on Vkontakte, but they did not bring results, and they decided to contact me to attract apartment renovation clients from this social network.

Before you start, you need to prepare a landing page (in in this case group) for traffic. First of all, I asked the customer to change the cover and fill the group with unique content. We started using posts with colorful photographs, polls, and selected hashtags.

A sales funnel is an analytics tool that allows you to understand how your potential client comes to the decision to purchase your product or service.

When working on this project, I decided to use 3 sales funnels:

After talking with the customer, I identified the following audience segments in the mindmap:

I collect databases from:

Competitors
Residential complexes
Friends of competitors' employees
Categories of interests

Besides:

I analyze popular posts in a topic to understand which pictures in advertising are most likely to be visited.
I'm assembling the kernel to better understand target audience: demographic data, in which groups. Most often, girls from 20 to 45 years old are interested in repairs. They also belong to 2-3 groups about interior design and beautiful finishes.

To test the ad, pictures from the Internet or photographs provided by the customer themselves are used. I also test calls to action. For example: “Go and join / Go and fill out / Join and get a discount.” The result is 20-30 posts with various pictures and calls. I choose hot databases for the test, collected from competitors and Residential Complexes. I unscrew it and see which posts have the highest CTR, conversion to subscription and the ratio of positive to negative.

Sample advertisement for apartment renovation on VKontakte

During the work, a number of advertisements that were “unsuitable” for advertising were revealed:

Failed promos

1. Audiences that have performed well in this niche: residential complexes and competitors.

They consistently bring in orders for 100-300 rubles, which makes me and my customer very happy.

2. You need to work on the content of the group.

At the beginning of work, a subscription to the group (for a hot audience) cost 50 rubles! That's a lot, isn't it? Therefore, it was decided to completely change the content plan in the group and as a result, the price dropped to 20 rubles per subscriber.

3. Design.

The design should inspire confidence and look decent among competitors who have terrible design.

4. Repair in a few months.

This niche is not the fastest in making a profit, but this is its advantage. By constantly warming up our subscribers with content, we show them our professionalism and that they can trust us with renovations in their apartment. And if you regularly bring applications to the customer for 100 - 300 rubles (or even less), then this will be considered an excellent basis for long-term cooperation.

Now you know where to get clients for apartment renovations and how to write an advertisement correctly to find many clients. You can once again look at the ad text in the samples from my case and, based on it, create your own selling text for advertising apartment renovations. If something is unclear, be sure to write in the comments.

Instructions

The process of attracting clients must begin with determining who is yours. It is necessary to determine where he lives, how old he is, what he reads, what he eats, social characteristics, cultural preferences, income level, etc. This makes it possible to understand where to look for it.

Every city has newspapers for advertisements with suitable sections. Order a couple of advertisements in newspapers with large circulations and wait for the results. If you receive a call, you can safely order further. If there are no calls, look for other magazines and newspapers.

Look for a friend on the website “in the Circle of Friends”. The principle is the same: registration and search.

Place advertisements about your company’s activities both on bulletin boards where organizations similar to yours are published, and on resources where your clients are located. The more ads you publish, the higher your chances of success.

Video on the topic

A good master is worth his weight in gold. After his work, you want to be happy, and there is no feeling that money was thrown away. But how to find one masters For finishing apartments? What to look for when choosing, and is “expensive” always a synonym for “good”?

Instructions

Determine how much you are willing to pay for finishing.

Ask your acquaintances, friends, colleagues if they know a good masters, find advertisements in newspapers or on the Internet.

Choose the one that offered the most favorable price-reputation ratio.

The services of craftsmen from a construction company may cost more, because it needs to pay for the office, taxes, the work of its managers, and similar expenses that are not related to you. Hire masters from this point of view it will cost less, and here you need to carefully look at who you hire. There are several signs of a professional, besides reviews from satisfied clients: - a good one will not ask for a price less than average price for similar work around the city;
- the specialist will not name the price until he sees with his own eyes what he will have to do;
- a professional has his own tools - a drill, wire cutters and all other necessary things, so you should be wary if he negotiates with you about your tools;
- a good master must be punctual, so if he is late for a meeting to draw up a contract, he may be late with the delivery of finishing work.

Alexander Kaptsov

Reading time: 5 minutes

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What is meant by professional apartment renovation is probably known to everyone. This is the performance of certain operations to restore the functionality of the premises. In other words, the apartment acquires a new look and comfort thanks to the finishing of surfaces (ceiling, walls and floors), replacement of doors and installation of windows. The concept of apartment renovation also includes plumbing work, replacement of electrical wiring, installation of electrical equipment, and so on.

Arguments in favor of business activities related to apartment renovation

When opening a new business, every businessman calculates its prospects. In repair matters, the vast majority of homeowners use the services of specialized companies.

What causes this:

The customer saves time, because performing repairs on their own often takes a long time. The owner of the apartment has a lack of experience and free time.
Costs are reduced - the accuracy of measurements allows you to purchase the right amount of materials.
Craftsmen always know which building material is of the best quality.
Professional work is incompatible with alterations and completions.
A guarantee is provided for the work performed.
Affordable prices for the services of masters.

The services of a repair team may be required by those who are building a new home (without renovation) or on the secondary market. The number of residential real estate transactions indicates big number clients who may need apartment renovation. In addition, major or cosmetic repairs in residential premises are carried out every 7-10 years. As you can see, the scope of work in big cities, to put it mildly, is huge.

How to open a business?

Besides good prospects, open own business, aimed at repair work in apartments is quite simple:

First of all, the organizational and legal issue is resolved - an individual entrepreneur or LLC is opened. In this case, the simplified tax system is recommended, then the provision of services to both individuals and legal entities is allowed.
Such activities are not licensed, which simplifies the registration of a business.
Permits are also not required. However, it is important to take care of contracts, acceptance certificates and other documents. This will protect the company’s activities from unscrupulous clients and confirm income.
You also cannot do without a current account and a seal.
Next, you should select the masters. Two teams of two people are enough for the start.
Purchase tools (no need to save money here) and consumables.

The financial aspect of starting a business is not too expensive; it includes the following expense items:

Registration of status individual entrepreneur– 800 rubles.
Purchase of tools, supplies of materials, uniforms - 340,000 rubles.
Advertising events – 60,000 rubles.

The initial cost will be 400,800 rubles, taking into account that there is already personal cargo transport and a room for storing tools. If done correctly, the business will pay for itself in four months.

Business promotion methodology

Post advertisements

Advertisements posted in all areas of the city (at the entrance to the entrances of houses or inside them) are an effective type of advertising. Particular emphasis should be placed on new buildings and facilities under construction. Moving to a new home is usually preceded by renovations.

Place advertisements in newspapers

The price of such advertising is quite affordable. You can cover all the most famous city newspapers. The essence of this approach is regular exposure in the press. Ads that appear weekly remain in a person’s memory. When the need arises for apartment repairs, he will quickly find the right phone number.

Create a website

This step greatly contributes to the promotion of the company. Care should be taken to fill the resource as much as possible. Post on the website a list of basic services, prices, stories about your specialists, photos of completed projects, customer reviews.

A one-page version will be the most optimal, although Lately Experts advise creating a separate page for each service. This makes it easier to promote your site in search engines. For example, “laying parquet,” “plastering walls,” and so on. Clients often require specialists in a particular area.

Customer recommendations

The effectiveness of word of mouth is difficult to overestimate. Many have checked this fact on personal experience. They assure that a recommendation from a satisfied client in many cases replaces an excellent reputation, extensive work experience and large financial resources for advertising. No wonder. After all, reviews from friends work better than any advertisement.

So, a business will grow if two conditions are met:

If the quality of the work is really high, it will correspond to what is stated in the advertisement.
If advertising is carried out actively and systematically.

Working strategies in 2017

The difficulty of forecasting the flow of clients (volume of work) is.

This state of affairs is influenced by external factors:

Abundance of competitors.
Temporary decrease in demand for such services. Sometimes recessions occur very sharply.

This results in uneven workload among employees. For example, for six months they work 15 hours a day, fulfilling urgent orders, then they are idle. For this reason, some managers limit their staff to a minimum number of personnel or refuse permanent staff altogether. The formation of a team begins only when there is a specific order. In this case, contacts should be established with reliable professionals from among your acquaintances.

Which strategists increase order volumes?

Which approach to take:

Cooperation with developers

Partners in the form of construction companies help form forecasted orders. In this option, individual firms even refuse private clients and concentrate their efforts on subcontracting. For example, they perform plastering work at developer sites. All that’s left to do is reach an agreement with the builders and receive orders from them.

Choosing a narrow niche

This approach contributes to business stability. You can offer only “Elite” class repairs (let’s say in cottage villages) or exclusively economical options. Although cheap services, even in large volumes, do not contribute to the promotion of a systemic business. Another thing is expensive complex works with electrical wiring, plumbing installation, interior decoration, and so on. In this case, teams of different profiles are needed. They will change each other on objects. The result will be a kind of conveyor belt. Cooperation with designers who recommend a home renovation company to their clients helps here.

This article was written by me for private craftsmen, small teams and owners of repair companies who are experiencing a shortage of orders for apartment renovations or an unstable flow of orders (sometimes thick, sometimes empty).

I have been working in the construction field for quite some time in different areas, in particular, with the direction of repair and finishing of apartments/cottages, and, analyzing the requests I receive, I see that the situation for each person applying is the same, despite the fact that clients are from different regions and , often truly masters of their craft, caring for high-quality results for their customers.

Each of them is experiencing real difficulties in attracting customers. Word of mouth is unstable, Avito has stopped working, paid advertising (Yandex Direct, website and its promotion) are expensive, but the money is flowing out, and there have been no requests and still are not...

In this article, I will share with you effective online methods of attracting customers to your repair business.

Remember! If some method does not bring you results, analyze why. 95% that you are using this tool ineptly. We need to test different approaches, analyze the results, and test further. As soon as the result starts, think about how to strengthen it.

Video presentation:

10 offline ways to attract clients for apartment renovations

Before writing this material, I studied what others wrote on this topic. And I was surprised that there simply weren’t any decent, full-fledged materials. The same thing is rewritten from article to article...

Therefore, at the very beginning I will give it in the form short list offline methods (hackneyed, mentioned on the Internet) of attracting customers to the repair business. The effectiveness of a particular method varies and depends on the advertising message (offer), design, location, etc.

I cannot give any specifics on these methods, because... I specialize exclusively in attracting clients from the Internet. If any method interests you, look for details on its implementation on the Internet.

The methods are as follows:

promotions and leaflets;
advertising in entrances, elevators, on fences;
cooperation with designers, architects;
partnerships with companies in related fields (who have your target audience);
advertising in regional print media (newspapers, magazines);
word of mouth (this is “for dessert”, it appears when a reputation and satisfied customers are developed).

Now let’s move on to the most interesting and effective - online ways attracting private orders for renovation and decoration of apartments.

How to write an advertisement for apartment renovation

Right now go to Avito or any other bulletin board and scan the advertisements in the apartment renovation section, I saw this quiet horror:

What do you think? Impressive?

What do you think:

Do ads with prices of 100-800 rubles look effective and realistic?
Is it good to optimize ads for queries that users type (in particular, I typed “apartment renovation”)?
Are the images of any ad catchy?

Of course, this is all subjective, but for the most part it doesn't work well.

I'll give you a few basic things you should know when composing (writing) advertisements for bulletin boards or printed flyers:

Forget about general words, promises, “guarantees”. Almost all advertisements are full of this. Not only do they not believe in this, they don’t pay attention to it. Focus solely on what is really important to your customers. Remember what clients ask you in communication. What do they pay attention to? What are they afraid of, etc. And focus on this in your advertisements.
Write briefly, clearly, to the point. Forget about “watery” and empty headings and texts. This does not work. No one will read “sheets” of text, especially if they are not formatted (not broken into paragraphs). Turn your ad into a set of clear talking points.
The headline should catch your attention and make you click.. The headline should attract further reading of the ad. You must “hit” the potential client. To do this, you must know your audience and feel their pains and needs.
Catchy photo of the announcement. Think about how you will stand out and what will help your ad be chosen and clicked on?
Create a lot of ads and test them. Create at least 10 different ads with different headlines and announcement photos. Turn them on one by one and measure the result in the form of views and quality of requests. Enter the result in a table (Excel or Google Docs).
The ad text must be written in the language of benefits. Forget about " quality building materials” and similar clichés. Turn it into “building materials with a written 25 year guarantee”, etc.
Don't make mistakes in the text. Errors are a deterrent and dramatically reduce conversion rates. You immediately form a negative opinion about yourself.
1 service = 1 advertisement. If you are engaged in “repair of bathrooms”, you should have separate advertisements for “repair of combined bathrooms”, “repair of a separate bathroom”, “combination of a bathroom”, “repair of a toilet 1.5 sq.m.” And in each individual case, you must adapt the description to a specific service. If it is possible to indicate prices for a ready-made solution, do so.
Enter your real name + add a personal photo. You want people to believe you and pay money in the future. So don't hide. Remove the distance between you and the client. Show that you are a real person.
Do not replace the service description with a link to a site with this description.. Take the time to write an ad for the bulletin board. You will lose the lion's share of your audience by posting links to third-party resources instead of posting a description here and now.
Use keywords in advertisements. In the title and text, organically include phrases related to your ad.
Respond promptly to requests. Whether it's private messages personal account or calls from SMS. Stay in touch and don't freeze.

Where to place an advertisement for apartment renovation (bulletin boards)

Method 2. Avito.ru

In fact free way with the opportunity to buy a variety of advanced packages with advertising functions (highlighting in search results, raising, etc.).

show the benefits of your offer;
handle the most common objections;
answer the main questions that come up;
show the high value of your offer;
Give examples of your work.

Method 3. Exchanges for orders for apartment renovations (aggregators of repair services)

I have made a selection of such exchange platforms for you. Register, fill out your profile efficiently, find opportunities to increase the impact of your account on a specific site. Earn money good rating and go ahead!

19+ exchanges of orders for renovation and finishing of apartments (aggregators):

Method 4. Social networks (Vkontakte, Facebook, Instagram)

Focus on photo publications (examples of work from real objects) describing what you do, how you do it, why you do it. All these nuances will show your potential customers your professionalism and attention to detail, this is very important.

For promotion use:

Each method works and brings clients. We just take it and implement it!

Method 5. Global and local company directories

Global catalogs are usually either a separate section of a large portal or a separate portal.

There are both general thematic ones (i.e., divided into various thematic categories, including “apartment renovation”), as well as specialized ones, where exclusively construction sites are hosted.

Usually all directories are linked to the region.

However, also pay close attention to local and regional directories.

For example, in Moscow, districts have their own forums and catalogs. Place yourself in them.

Or, for example, you are from the city of Lyubertsy in the Moscow region, they have their own resources with catalogs. Placing them on them will give maximum effect.

Below I will give several TOP free resources for placement, both general thematic and purely construction ones.

5 general thematic company catalogues:

You can collect other catalogs by entering the request “ company directory add website” and the like.

5 construction company catalogs:

You can collect other construction catalogs by entering the request “ directory of construction companies add website”, “construction company catalogs”, “construction site catalogs" etc.

Method 6. Regional thematic forums

Create an account on the forum, fill it out and help inquiring potential clients, answer their questions. Do not engage in aggressive advertising, it will only alienate you or you may simply be banned for violating the rules of the site.

This method is not fast, but takes a long time. Make it a habit to monitor new topics every day or every other day and respond.

Method 7. “Mom” forums

This method is not entirely honest and consists in the fact that you find forums where topics of “scammers” or generally unscrupulous repair teams are discussed.

You register under the guise of a “local” forum member, make a dozen posts in different threads for naturalness, and then share your invented, but as realistic as possible, story of unsuccessful cooperation with a private team that took the money, did nothing and disappeared.

As a result, I had to contact the company based on the style of work I liked, etc. and so on. Surprisingly, they did everything clearly, the workers were clean, cleaned up after themselves, polite... They gave a guarantee... The main thing is NOT to write the name of the company =)

Method 8. Virtual tours, panoramas

The method works great in this niche! Ideally, make identical BEFORE and AFTER panoramas, as well as virtual tours for the website (displayed on mobile phones) and on Facebook.

With their help, you can show all the beauty of the renovation, what potential clients love.

Yes, this must be done for each project and it is an additional expense (although I prefer to call it an investment), but it will ultimately work for you.

Method 9. Youtube channel with thematic videos

We notice that, starting last year, people began to contact us much more actively after watching Youtube videos. At the same time, one feels that the line of mistrust has been completely or almost completely destroyed.

Therefore, become bloggers! Write down useful videos, answer questions from current clients (they are repeated by most, if not all), promote your videos!

The faster you start, the more targeted views you have, the greater the “exhaust”.

Method 10. 2-step sales

Despite the fact that this has already been talked about for several years, 99% do not implement it, hiding behind distrust (in fact, laziness) in this “action”.

What is two-step selling? This is when, at the first stage of dating, you offer a potential client something valuable for free in exchange for his contact information (usually an email/phone number).

To be free, to be actively downloaded, it must have a very high value for a potential client. It should “hit” right at his core pain.

As an example, I will give “hackneyed” topics - “ How to save up to 30% on apartment renovation!" or " How to distinguish an unscrupulous contractor and save hundreds of thousands on repairs!”

But subscribing is half the battle! Next, your task is to build trust between you and the potential client, to remind about yourself until the decision is made. A conversion action can be to call a surveyor to the site and develop a repair estimate.

Method 11. Yandex Direct for apartment renovation

This is probably the most known method, which almost everyone tried, but at the same time, brought disappointment to 97% of those who tried it.

However, seeing how those who failed set up Direct, I don’t see anything surprising in this.

Important! Recipe for failure: Add 10 words, create 1 ad for them, set a bid per click and deposit money into your account...

Yandex Direct, when used correctly, gives very cool results both in Moscow and in the regions.

Important! In Moscow, the minimum cost of an application for apartment renovation is 250 rubles.

However, to achieve this result, you need to work closely both on advertising and on the site itself. You must understand that the conversion to an application and its cost directly depend on your proposal and portfolio.

Yandex Direct has a number of tools:

(in search results on Yandex);
(on information sites);
(return of visitors who meet the conditions you require);
Audiences (show advertising to the database potential clients, collected, for example, using two-step sales);
Hyperlocal search (show advertising to the audience according to certain rules in the desired geo-location).

8 stages of setting up Yandex Direct:

Competitor analysis;
Studying your potential clients;
Collection and development of basic key phrases, from which we will later collect wide range requests (in other words, parse);
Parsing, cleaning, ungrouping requests;
Writing selling advertisements;
Setting up web analytics and;
Uploading advertising campaigns (AC) to your Yandex Direct account + setup;
Managing advertising campaigns after launch, finalizing and optimizing advertising campaigns.

Method 12. Google AdWords

This channel is not yet widely used in RUNet due to its greater complexity, but in some cases it is more profitable and cost-effective than Yandex Direct.

Google Adwords has a huge range of tools for displaying ads for a variety of conditions.

To describe them, you will need a separate huge article or a mini-book of more than 1 dozen pages.

But, since I want to give you benefits within the framework of this article, I have made for you a selection of articles on third-party resources, which I recommend for study:

And finally, a few tips on what audience interests you can advertise on:

competitors;
residential complexes in the area;
developer;
etc.

Method 13. SEO promotion of a website for apartment renovation

Perhaps the most profitable way to attract potential clients. Keep in mind that by promoting your own site, you are investing in your tool.

You can promote your site either independently or with the help of specialists (the main thing here is to find someone who is responsible and cares about your results and not to fall into the hands of a streaming agency that “cuts” money from gullible clients without producing results and without carrying out any work aimed at your achievement of results).

The main thing to remember is that such a specialist will not work for the price of a streaming agency! There are exceptions, of course, but they are exceptions!

So, what work needs to be done on the site in order to become a leader in the niche:

analyze competitors in Yandex search results (we use the Megaindex service);
collect a semantic core(a list of search queries by which people are looking for a solution to their problem and which you are solving);
clean and ungroup collected queries, so that the result is a group of requests, for each of which a separate site page will be created (for working with semantic core I recommend KeyCollector and keys.so);
create a competent website structure based on the resulting groups of requests;
draw up technical specifications for the text based on an analysis of the current Yandex results;
write text according to the compiled technical specifications (we use a text exchange
regularly analyze site positions by search queries (we use the services TopInspector and SeoLib);
install CallTracking and work with your client base in CRM (we recommend the simple all-in-one system LPtracker and the more advanced ROIstat)
conduct site analytics on a regular basis using Yandex Metrica/Google Analytics.

Method 14. Selling website for apartment renovation

Recommend in mandatory have a website and constantly work to improve, fill and promote it. A website is your asset, which, with the right attitude, grows and grows your business, attracting the clients you need on autopilot!

Method 16. Analytics and strengthening of effective channels

I recommend using Yandex Metrica, because... it is easier to understand and has, on this moment, a very serious functionality that allows you to conduct good analytics and identify problematic aspects of a website or advertising campaign in order to correct them.

conclusions

To beat most of your colleagues in the industry, you just need to start doing a little every day!

Start implementing what I have listed one by one, step by step. And very soon a trickle of potential clients will come to you on an ongoing basis with progression.

Your task will be to “fine-tune” the strategy for attracting and filtering the incoming flow of applications, as well as to do one action every day according to the planned plan.

It sounds simple, but it is true!

Let me give you a simple analogy - if you carry out specific repair work on a site every day, then after X days (substitute the necessary one depending on the complexity of the repair) - the repair will be completed! If you purchase materials and postpone repair work, the room will remain without repair.

For renovation of apartments and other premises, please contact us!

PS. Write in the comments whether this article was useful to you and what you would like me to write about next time!