Business Forum: Marketing Without Bidding

How would you rather spend your time: bidding on many potential projects, hoping to win a few? Or working in depth with those people who are really interested in having you build or remodel their house? We prefer the latter and imagine you do too. To attain this goal, we base our marketing plan on the assumption that we are the best choice for only a few people. This premise goes against the main marketing strategy practiced in the building industry, which boils down to two steps: • Run a lot of advertising and hope many people will call you. • When those clients call, do a lot of estimating, make a lot of presentations, and, with luck, close