3 Ms of Marketing For Handyman Business – Market
Let’s talk a little bit about the three M’s of marketing. All marketing consist of these three components. It’s the market you’re targeting, the media you’re using to target them and the message you’re using to speak to that market with your media.
Market
Let’s go break each one down. So – the market. The market is who you are actually trying to get your advertisements and your marketing out to. For a handyman business you may be targeting real estate agents who will be helping you find sellers that need to prepare their houses for sale.
So, some of your marketing may be specifically for real estate agents. That could be one market for you. Another market could be real estate investors. The nice thing about real estate investors, by the way, for handyman is they tend to own more than one house. Who is a better client for you? Someone who owns more than one house or someone who owns no houses? Yeah… someone who owns more that one house. Who’s a better client? Someone who owns more than one house or someone who owns one house? Yeah… the person who owns more than one house- if they are going to use a handyman – are much better clients for you because they have a chance of giving you a lot more work.
So you either target a real estate investor who can be another marketing target, or you could target people who are having their basements refinished. You can focus on people who are looking to having their bathrooms remodeled, their kitchens remodeled, or floors replaced or painting done to the exterior of the house. Whatever it is that you are going to be focusing on in your particular business – that is the market you are targeting. Now the key thing to point out is that you can, and probably should, have multiple markets that you’re targeting. So if you want to go and one part of your business may be that you’re finishing basements. Well you can go and target that market. You can put advertisements, you can create widgets, you can create packages, you can create articles and content and things of that nature. That’s going to speak to that target and get them to raise their hand and say “I am interested in having you come out and give me a bid” or “I am interested in information of doing it myself, so I’m not sure if I’m going to be doing it myself or hire someone to do it.” So you can get people to request the information and target that market. But then you can also go and target a very completely different market and focus on that as well. So you may be doing the finishing of basements but you may also target preparing the houses to sell for real estate agents. You will have both of those markets going simultaneously, and you can market to both of those.
What we’re going to be talking about is targeting your marketing and your marketing message, so that you have a different message for when you’re talking to the people who want their basement finished versus the people like the real estate agents who may be presenting this information to their sellers. So you can have two different markets. You can also use your markets to determine going after a specific higher transaction value types of projects in your business. So, one of the things we talked about before, three things that affect the profitability of your business: it’s the number of clients, the average transaction made per client and the number of transactions that they do per year. Well if you want to focus on things so that they have a much higher dollar per transaction value, the total basements finishing or kitchen remodel or bathroom remodel, as opposed to someone calling you about their door not closing right, or some other small “honey do” like project, you can go and focus more on these bigger projects, and have a much higher dollar per transaction that is going on. So that’s one way to use markets.
Until my next post,
James
P.S. Want more information on “The World’s Greatest Handyman Marketing Course”? Check it out now.
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