Marketing to Existing Home Improvement Customers
As we complete our review of the 5 stages of the home improvement buyers journey, we end with what could be called the "Holy Grail" of this, and most other, types of business. You've done exactly what you told the customer you would, the product or service provided is performing as promised and you get additional opportunities to market to existing home improvement customers, either for additional products or opportunities with friends or other family members.
The Benefits of Marketing to Existing Home Improvement Customers
There are two major benefits of ongoing marketing to existing home improvement customers:
As we hinted at before, doing a great job for the home improvement customers you already have can open up opportunities to do work for friends and family as well, accruing the same benefits mentioned above.
Connecting with Existing Home Improvement Customers Saves Time
An often overlooked benefit of these types of leads, whether they are for additional products or referrals, is opportunity costs. Time is a lot like land; they ain't making any more of it.
Hand in hand with this being a less competitive lead is the fact that it is a less time consuming lead as well.
Part of your sales presentation includes a warm up phase, telling your unique company story and post close activities designed to combat buyers remorse. These tasks require much less time when marketing to existing home improvement customers, freeing you and your sales team up to find new ones.