An underlying benefit of Best of Success is that the conference serves as a forum for non-competing contractors to share business practices that generate real-world results. Brett Hall’s presentation titled “The Marketing Matrix” personified this theme. Hall, the president of Joe Hall Roofing Inc. in Arlington, Texas, demonstrated some of the strategies that have helped his company prosper in a very competitive local market.
Hall explained that the first step to marketing efficiently is tracking and recording results. By identifying which techniques are the most cost-effective, contractors can learn where to spend their marketing dollars to generate the best results. He described his company’s ability to build consumer confidence and inspire visits to their showroom as the product of doing homework at every step of the marketing process.
Yard signs and trucks that serve as rolling billboards are an integral part of a marketing program, but they are just the beginning. The company relies on targeted direct mail, community involvement and an extensive Web site. Hall also urged conference attendees to network with other companies for job referrals that may fall outside the scope of their business. “You can even get together with other roofing contractors,” he said. “Some jobs that are wrong for you might be right for them and vice versa.”
Hall sees the final proposal as another way to differentiate his company from the competition. Prospective customers receive a tabbed, personalized proposal binder containing photos of their current roof, as well as the company’ history, certifications, referrals and professional affiliations. “We include digital camera photos and CAD designs of their roof to show them exactly what we intend to do,” stated Hall.
The binder is part of building a premium image for the company that is the heart of its marketing effort. Focusing on his driving ambition to build the very best roofing company, Hall’s marketing materials feature the company’s legacy of four generations of Hall family builders and contractors in Texas. He noted that the company bears his father’s name and photos of Joe, Brett and Derek Hall are used prominently in the company’s marketing materials to project stability and long-term reliability. He also uses many photos of his employees to help customers relate to the people that they will be doing business with. A page of the Web site contains information and accompanying photos of 13 key contacts within the company, including the sales manager, production superintendent and office administrative staff.
Hall emphasized that contractors not only need to invest time and money in building a professional image of their organization, they need to protect it. “We bought the corporate rights to anything close to our company name to stave of off competition,” he noted.