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Why Customer Relationships are MISSION CRITICAL Right Now


Who knew just two years ago that as we stepped into our “new normal” that it would include sky high demand for home improvements that have never been seen before? 

It’s been an unprecedented time in the home improvement and home services industries, and now we’re sitting at the top of a roller coaster ride with a pit in our stomachs - is it going to be a big drop down - or just a dip, a curve and another climb? 

One thing is for sure - this point in time is Mission Critical for investing your customer relationships

Read on to find out how YOUR company can benefit from betting on your customers right now


This Is A BIG Opportunity

Now, don’t get it wrong - this isn’t doom and gloom talk. This is opportunity talk

Some of your competitors have been enjoying this wave, thinking that they’re succeeding because they’re an entrepreneurial genius - NOT because of all of the external factors at play. They’ve been living fat and happy and NOT preparing for the future. 

However, the smartest business owners among us have recognized this wave for what it is - a unique time in the industry that can be capitalized on - if you do it properly. Below are three ways you can ensure that today’s high demand turns into tomorrow’s profits. 

  1. Invest in Future Repeat Business 

    Your customers today are your future gold mine. First of all, they are your greatest chances for a future easy close. If you sell multiple product lines, they could purchase another product from you; and even if you sell just one product, they could very likely move in the next few years and need to use you again. Or, they could have a vacation home or rental property right now or buy one in the future. When they do, you want to be the first name that comes to mind for them. 

    An example of this is Arry’s Roofing in Tampa, Florida. They ONLY do roofs. And yet, they invest in each and every one of their customers today because they know that their customers ARE their target audience. They fit the right profile, the right income bracket, they’re in the right neighborhoods - there’s no reason to go searching any further than right in their own customer list. As a result, they regularly enjoy 7080% of their business coming from repeat, referral and word-of-mouth - and that all results in an impressive 2% lead cost. 

  2. Create a System for Generating Referrals 

    Studies show that 4 out of 5 consumers are willing to make a referral after a positive experience - yet only 1 out of 5 actually do.

    And why are referrals so important? Because they close quicker and easier, for more money, and give you less hassles during the job. Who doesn’t want that? 

    They are a low-cost lead, and they pay off big time. 

    The problem is that you need a system for pulling that referral out of each of your treasured customers. 

    This is where a system for generating and rewarding referrals comes into play. 

    Take a look at Bak Brothers, a remodeler in Illinois. They knew the value of referrals and would reach out to their clients and ask for them when they had the time. But if they were busy, it had to fall to the wayside. By signing up for gFour’s Customer Relationship Marketing System that includes the Referral Rewards Program™,  they could rely on the program to ask for referrals consistently. 

    The result? They saw referral business go up 45% in just 18 months. 

    Owner Artur Bak said, “Ultimately this means that if more and more of our customers are coming back, and they are referring us to their friends and family, then our lead costs stay very low, which in turn translates into a nice uptick for our bottom line.”

  3. Pile Up the 5-Star Google Reviews

    If a tree falls in the middle of the forest, but no one hears it - did it really fall? 

The same is true for your company’s stellar customer experience. You can “wow” the customer all you want (and you should), but if no one knows about it, then it’s not going to get you new business. 

However, if it’s mentioned online - everybody knows about it.

Take DJ DesJardins, for instance. The owner of Absolute Aluminum got the gFour System for his company in September of 2019 with 70 Google Reviews. 18 months later, he had nearly 500 Google Reviews with a 4.7 star rating. 

Now, if Mr. and Mrs. Homeowner are getting their home remodeled, are they going to trust the company with 3 Google Reviews or the company with 500?

Studies show that as long as an average star rating is above 4.2 on a 5.0 scale, then the quantity of reviews is actually more important than the quality of the reviews. 

Of course, the best case scenario is to have both, like DJ did with Absolute Aluminum. 

By investing in a system for thanking his customers and consistently asking for 5-star reviews, DJ is getting picked over his competitors time and time again. 

In fact, his Organic Search traffic increased 98%.

And the great thing about 5-star reviews is that Google isn’t going anywhere anytime soon! 

Once you get that 5-star review today, it’s going to keep sending business your way for years to come. 

In conclusion, the sky is not falling. But the winds are shifting, and it’s important to adjust your sails accordingly. 

One last entrepreneur to consider in this situation is Charlie Gindele. He owned Renewal By Andersen in Orange County, California. And in 2009, home improvement businesses were shutting down all around him. But Charlie did something that paid off for him big time. 

At the height of the Great Recession, Charlie Gindele instituted a Red Carpet Customer Experience in his business. He invested in his customer relationships and stood out from all of his competitors, reaping the rewards in the form of highly profitable repeat and referral business. Not only was Charlie able to ride out that wave, he was able to thrive and actually retired recently after selling his company for an undisclosed amount. 

And sure, you can wait until one day to invest in your customer relationships. A lot of people say that. But what are you missing out on by not having a system in place to capture all of the repeat business, referrals, 5-star reviews and profits from your customers today? 

If you’re ready to put this system in place today, gFour Marketing can help. gFour is the back-office Customer Relationship Marketing solution for hundreds of home improvement and home services companies. If you completed at least 120 jobs last year, book a demo here and find out how easy it is to get started today.