When remodelers are looking for the “secret” to generating leads, one does exist – right under their noses. It inspires prospects, displays their fine craftsmanship and even spurs on sales. It’s called writing case studies (or project spotlights).
Project spotlights are a remodeler’s “secret weapon” to showing potential customers the thoughtful design and detail put into every project. Behind every project is a story, and it is up to you to tell it through thoughtful photos and content.
Here are five ways to use case studies / project spotlights in marketing to generate leads (and ultimately create more sales).
1. Websites. Your website is often the buyer’s first impression of your business. Furthermore, remodelers have the added advantage of knowing that when a homeowner visits your website, they are usually in the market for your services. They are simply trying to find the right remodeler for the project they have in mind. They are comparing you to others – so you better be showcasing your projects online.
2. Newsletters. Project spotlights make the BEST feature article in any newsletter for builders, remodelers and specialty contractors. Inspire your readers by showcasing your talents with the projects you’ve completed.
3. Direct Marketing. Potential customers need to trust you and feel confident that you can handle the project that they have in mind. Show them that they won’t be your “guinea pig” by providing them with a one-page project spotlight.
4. White Paper (aka Free Report). Offering free reports (that can be downloaded from your website) are a great way to capture new leads. Not only do you turn the casual website visitor into a lead, but through your free report, you are giving them a flavor of the solutions you provide. Project spotlights are often used in white papers to further illustrate your capabilities.
5. Blogs. Project spotlights were made for sharing! Write the story about your project, use lots of photos and then post it on your blog.
BONUS: Social Media. Once you have the project spotlight, now it’s time to share. Share it with your Facebook, Twitter and Pinterest followers!
Project spotlights help homeowners visualize the project, from start to finish, by highlighting the existing home (what the homeowner wanted changed) and what you, as the remodeler, did to provide the solution. If you aren’t using case studies / project spotlights in your marketing strategy, what’s stopping you?