Recession Proof Your Restoration Business Phillip Rosebrook, JR Certified Restorer Phillip Rosebrook, JR Certified Restorer

Introduction  History and esteem  Success stories - 10&5 and no clue  Prospecting and relationships  History and esteem  Success stories - 10&5 and no clue  Prospecting and relationships

Agenda  Marketing Myths  Marketing truths  Planning  Activities, roles and responsibilities  Tips for success  Trends and realities  Marketing Myths  Marketing truths  Planning  Activities, roles and responsibilities  Tips for success  Trends and realities

Expectations  Provide take away ideas that you can implement tomorrow and dramatically impact your bottom line  New understanding of company culture  A changed paradigm for your company  Foundation for profitable growth  Provide take away ideas that you can implement tomorrow and dramatically impact your bottom line  New understanding of company culture  A changed paradigm for your company  Foundation for profitable growth

Profile in Success  2 county population 100, hour drive  3 employees  $324,000 revenue  Several minor competitors  12+% unemployment  Few skilled workers  2 county population 100, hour drive  3 employees  $324,000 revenue  Several minor competitors  12+% unemployment  Few skilled workers

Opportunity Knocks  12 employees  $1,200,000 revenue for 5+ years  Competitors out of business  12 employees  $1,200,000 revenue for 5+ years  Competitors out of business

How  Relationships  Delivered every estimate  Solved problems  Dependable & consistent  Legendary customer service  Performed on every job or made it right  Provided reasons to call not just work with us  Relationships  Delivered every estimate  Solved problems  Dependable & consistent  Legendary customer service  Performed on every job or made it right  Provided reasons to call not just work with us

Start up  200,000 population  Branch office established company  Flood cleanup but no new revenue  200,000 population  Branch office established company  Flood cleanup but no new revenue

Progress  2nd month - $300,000 revenue  4+ months consistent $300,000 revenue - unknown after that  2nd month - $300,000 revenue  4+ months consistent $300,000 revenue - unknown after that

How  Education  Agents  Adjusters  Problem solvers  Dependable and consistent  Exceptional customer service  Performed on every job  Provided reasons to call  Education  Agents  Adjusters  Problem solvers  Dependable and consistent  Exceptional customer service  Performed on every job  Provided reasons to call

Top Marketing Misconceptions  If everyone else is doing it  It worked in the past  “If I just recover the cost”  All work is the same  I cannot get on vendor programs because I am not a franchise  If everyone else is doing it  It worked in the past  “If I just recover the cost”  All work is the same  I cannot get on vendor programs because I am not a franchise

10 Marketing Truths 1.It is easy to get on a program the first time 2.You need to have production and marketing balance 3.Marketing is not the sole responsibility of the marketing department 4.Market all the time to prevent peaks and valleys in work 5.Marketing should be proactive and planned 1.It is easy to get on a program the first time 2.You need to have production and marketing balance 3.Marketing is not the sole responsibility of the marketing department 4.Market all the time to prevent peaks and valleys in work 5.Marketing should be proactive and planned

10 Marketing Truths 6.Marketing results need to be measured 7.Closing ratios are as important as a good idea 8.The industry is changing and today’s marketing ideas are different 9.The marketing budget is finite 10.Easiest strategy is to increase work from existing clients 6.Marketing results need to be measured 7.Closing ratios are as important as a good idea 8.The industry is changing and today’s marketing ideas are different 9.The marketing budget is finite 10.Easiest strategy is to increase work from existing clients

Proactive Marketing  What are your company strengths  Start with company goals  Why?  Define marketing goals  What are your company strengths  Start with company goals  Why?  Define marketing goals

Marketing Goal Ex  Total Revenue of $2 million  Water damage sales $500K  Get on 2 new vendor accounts by December  Average 30 calls per month in the first quarter  Total Revenue of $2 million  Water damage sales $500K  Get on 2 new vendor accounts by December  Average 30 calls per month in the first quarter

Strategies  Prospecting  Diversifies contacts and goal driven  Relationship building  Builds volume  Prospecting  Diversifies contacts and goal driven  Relationship building  Builds volume

Budgeting  Includes  Wages, vehicle, burden, expenses  Advertising and promotion  Events and activities  2.5-7% of revenue  2.5% maintain sales and volume  4.5% aggressive growth  5+% blow the doors off  Includes  Wages, vehicle, burden, expenses  Advertising and promotion  Events and activities  2.5-7% of revenue  2.5% maintain sales and volume  4.5% aggressive growth  5+% blow the doors off

Prospecting  Route marketing  Agents, property managers, plumbers, risk managers facilities  Most every 30 days - some 60 or 90  Ask for one job  Frequency and repetition  Associations  Events  Route marketing  Agents, property managers, plumbers, risk managers facilities  Most every 30 days - some 60 or 90  Ask for one job  Frequency and repetition  Associations  Events

Digital Advertising Ideas  Website  Web optimization  Pay per click  Yodle.com  Use site to drive traffic and accept work  Social Media  Linkedin.com  Facebook.com  Twitter.com  newsletters  ConstantContact.com  Website  Web optimization  Pay per click  Yodle.com  Use site to drive traffic and accept work  Social Media  Linkedin.com  Facebook.com  Twitter.com  newsletters  ConstantContact.com

Prospecting & Relationship  Association Membership and Involvement  Sponsorships  Golf, picnics open house, Lobsterfest or other seafood, boat cruises  Trade show  Association Membership and Involvement  Sponsorships  Golf, picnics open house, Lobsterfest or other seafood, boat cruises  Trade show

Proven  Education  Puts you in the position as the expert  If you or staff is not a speaker then bring one in  Brings people to your facility or hosted by you  No commercials  Have managers attend and visit during lunch and breaks  Agents and adjusters  Obtain CE Through state Insurance office  Be credible and crowds will build  Outside groups to bring info and professionalism  Education  Puts you in the position as the expert  If you or staff is not a speaker then bring one in  Brings people to your facility or hosted by you  No commercials  Have managers attend and visit during lunch and breaks  Agents and adjusters  Obtain CE Through state Insurance office  Be credible and crowds will build  Outside groups to bring info and professionalism

Further discussion  Television  Yellow pages  Opportunity cost  Return on investment  Expectations and fit  Television  Yellow pages  Opportunity cost  Return on investment  Expectations and fit

Relationship Building  Responsibility of all managers  Ask for work  People do business with people they like  Be a problem solver and give people a reason  Daily activity  Responsibility of all managers  Ask for work  People do business with people they like  Be a problem solver and give people a reason  Daily activity

PM Marketing  Plan  Be relevant and helpful  Easier the more work you have  Association involvement  Hire sales oriented people  Compensation plan that drives activity  Celebrate and reward  Plan  Be relevant and helpful  Easier the more work you have  Association involvement  Hire sales oriented people  Compensation plan that drives activity  Celebrate and reward

Owner Activity  Schedule and be committed  Weekly activity  Community involvement  Associations attended by executives  Schedule and be committed  Weekly activity  Community involvement  Associations attended by executives

More Owner Activity  Key account activity  Business owners  Claims managers  Large agencies  Vendor review  Key metrics  Client satisfaction  Vendor performance  Key account activity  Business owners  Claims managers  Large agencies  Vendor review  Key metrics  Client satisfaction  Vendor performance

Marketing/Sales Tip  Create a sales-based culture  Set individual goals and Measure every week  Have financial rewards as well as recognition  Hold challenges  At least monthly or even weekly meetings  Create a sales-based culture  Set individual goals and Measure every week  Have financial rewards as well as recognition  Hold challenges  At least monthly or even weekly meetings

Marketing Staffing  Follow your budget  Involve your existing management staff  When hiring, match fit to goals  Test for fit  Training is essential  Measure activities and outcomes  Follow your budget  Involve your existing management staff  When hiring, match fit to goals  Test for fit  Training is essential  Measure activities and outcomes

Carpet Cleaner’s Advantage  Client database  Magnets - refrigerator and water heater  Post cards and  Develop a relationship  Provide incentives  Partner with construction only  Most clients not price conscious  Value in numbers for database  An extreme case study  Client database  Magnets - refrigerator and water heater  Post cards and  Develop a relationship  Provide incentives  Partner with construction only  Most clients not price conscious  Value in numbers for database  An extreme case study

Vendor Program Placement  Not every program is equal  Persistence  Relationship  Agents  Push-Pull  Every job is a trial  Can’t beat em? Join em.  Not every program is equal  Persistence  Relationship  Agents  Push-Pull  Every job is a trial  Can’t beat em? Join em.

Vendor Program Expectations  Competency is essential and required  Dates and numbers  Consistency  Communication  Program expectations posted and reviewed - be in the top 10%  Competency is essential and required  Dates and numbers  Consistency  Communication  Program expectations posted and reviewed - be in the top 10%

Market to Your Staff  Subcontractors and staff can be very effective in pospecting  Business cards for all  Staff meetings  Builds moral  Decreases turnover  Improves performance  Increases discretionary efforts  Subcontractors and staff can be very effective in pospecting  Business cards for all  Staff meetings  Builds moral  Decreases turnover  Improves performance  Increases discretionary efforts

Industry Trends  Consolidation  Increased documentation  TPA’s and vendor programs  Color blind environment  Program expectations and increased professionalism  Margin deflation  Consolidation  Increased documentation  TPA’s and vendor programs  Color blind environment  Program expectations and increased professionalism  Margin deflation

Summary  Restoration still a good business  Increasing professionalism & barriers to entry  Marketing focus required  Start with goals and build activities  Be proactive  Sales and service culture  Restoration still a good business  Increasing professionalism & barriers to entry  Marketing focus required  Start with goals and build activities  Be proactive  Sales and service culture

Closing  Effective communication  Involve your team  Be proactive  Balance sales with production capacity  Effective communication  Involve your team  Be proactive  Balance sales with production capacity