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THE ARCHIVES!

The Successful Home Builders' Newsletter Archives...your library to profit-building articles.

What Builders and Renovators
are Saying About Websites
A few weeks ago I asked a few members of this newsletter group to give me their feedback on websites: what they like, what they don't, why they use them (or don't!) and what they'd like to see from a 'super-charged' website.

Well, I was pretty surprised at the amount of replies. They started coming back within *minutes* of sending out the email and didn't stop for a few days (I'm actually still getting a handful as of this week). Obviously a point of interest for a number of you out there.
So, "Why Am I Doing This?"
I happened across a website design and management company (or, more to the point, they happened across me) that blows most out of the water, as far as I'm concerned. Not only is their price right, but they do what most website companies don't: make sure your site WORKS.

That is, rather than just sitting there, they make sure people find you (before they find your competitors), capture them (ethically and professionally!), stay in touch with them and, in short, help you SELL. (That's a far cry from most websites that just cost you money...then just sit there.)

So, we're working on bringing a package together for builders and renovators. I'm going to keep you guessing for now, as there's still some work to be done on our side, but I'll fill you in as we're closer to launching.

Websites...The Good, The Bad, The Ugly
First...'the ugly.'

Whether they have a site or not, most are worried about soliciting clients outside their work area (i.e., people that'll never buy from you) and, of course, price-shoppers and tire-kickers.

They also want to make sure a site actually attracts visitors (i.e., people can find you when they search on the Internet, etc.).

Interesting, isn't it? Builders and renovators want a site that attracts visitors...but the "right" visitors. I'll write more in an upcoming special report, but in a nutshell, what people are talking about here is "targeting".

That comes from making sure your site (and, heck, any kind of marketing you do...and, yes, you'll remember: EVERY builder and renovator markets -- even if you don't necessarily think you do) identifies:
  1. who you are;

  2. how you differentiate yourself your competition (and, no, just saying we provide "high quality and great service" doesn't cut it...EVERYONE will say that)

    3. and

  3. (the most important one) who you target market is.
If you're worried about attracting people outside your area, make it clear! E.g., "We're the premier builder / renovator for the XXXX area...building and/or renovating from ABC to XYZ." (And, yes, of course...back up why you're the "premier" company in your area -- what do you do that no one else does / can do?)
"Tire-Kickers" and "Price-Shoppers"
If it's tire-kickers you're worried about, remember: the vast majority of people DO NOT buy on price...it just *seems* that way, because they don't have the expertise to differentiate one builder or renovator from another...other than on price.

{!firstname_fix}...you have the ability to help them differentiate AND without taking up a lot of your time (in fact, done right, it will *reduce* the amount of time you spend with leads and 'early' prospects...leaving you more time for the "ready-to-buy" crowd and your existing clients -- that is, revenue generating activities).

How to do this? Or, rather, how NOT to do this? *Don't* spend all your time saying the same thing over and over again. It cuts into your valuable time, and doesn't allow you to provide the level of service you'd like, to prospects and clients alike.

To start with, create a quick report (even a 2-pager) or other educational material that answers two fundamental questions:
  1. How to make sure you're choosing a quality builder / renovator. (That is, tell them what they need to know, and the questions they need to ask, to avoid hiring a disreputable builder / renovator who's willing to cut prices (and quality), and increase the risk to the public, by side-stepping proper insurance, permits, techniques, tools, service, etc.

  2. How to make sure they can compare apples-to-apples, even among the competition left after dealing with #1. (That is, there's probably something you do that adds to value of your projects, that few others do. Make sure they know that...and ask other bidders if they're willing to include it, and at what cost. This way you're not unfairly compare to someone else.)
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NEWSFLASH: Want More Than 54mins of Strategies Designed to Deal with Price Shoppers?

Go to http://www.SuccessfulHomeBuilders.com/Audio for a audio program GUARANTEED to help you with 'price- shoppers' and 'tire-kickers'.
****************************************************************

The above should get you started. (I could fill entire newsletters on that topic alone...which is why I dealt with it in a previous TeleClass -- and re-recorded the above audio program for those that missed it.)
Websites...The Bad
Although the above dealt with the largest concerns, many builders and renovators don't have the time, or ability, to keep the content on their sites current.

Finding a good, "cheap" (see, even builders and renovators *seem* to price-shop) developer to set up a site and maintain it is tops on the list.

Well, that's where this company I came across comes in. Again, more on that in the future, but here's what *I'd* look for in a developer / manager:
  • some, or all, of the service guaranteed (most don't but, come on, if you're going to make grandiose promises...back 'em up!)

  • measurable results! (how will know the results if you can't measure them?)

  • ability to capture and maintain contact with interested parties (you don't want 100s of people 'window-shopping' your site, only to disappear into thin air -- that's the Internet equivalent of never returning your phone calls)

  • ability to drive qualified visitors to your site (a site's no good if no one can find it)

  • charge a reasonable price so the cost of attracting, and converting, clients is less than the profits you make on those clients (and, preferably, A LOT less)
Websites...The Good
OK, so what ARE people using their sites for (or want from them)?

Some talk about 'awareness' or 'brand building'. This is ok, but I'd warn against too much focus here. The sole reason for spending money on ANY type of business building tool, is to receive a *return on investment* for the cost.

Yep...I don't care how much 'awareness' anything gets you if it can't generate more profits that you had to spend on it. (Which is one reason builders and renovators are miffed about their sites...or don't think one is worth it (and it may not be!) -- it just creates more time and work without a equal amount of return...i.e., *profits.*)

Sure, build your credibility, and your image. Use the strategies we talked about above to set yourself apart...but in the end, you should make more from it then you put into it.

Builders and renovators also want to make sure it qualifies the leads (no argument here!), and we deal with that above.

Most use it as an 'on-line brochure.' Good enough, but whether it's an 'e-brochure' or a physical one, it needs to allow you to follow-up effectively, and efficiently, and get enough sales (and profits) to justify the expense.

The good news?...

It can! As promised, I'll write more on this topic, and let you know what we've got cooking in the way of websites. If you have a site, or are considering one (or don't think one is worth it!), you'll want to stay tuned -- this may change how you look at websites (and how your market looks at YOURS!).

Here's to your profitable results!