At a minimum, neighborhood
marketing can be implemented transactionally before, during and shortly after completing
work for a resident. Some residential
services providers may have the competency and desire to conduct a relationship
oriented residential marketing program.
Plumbers, electricians, landscaping, home improvement, driveway repair, energy
and many other service providers can earn new customers, discover new service
ideas and generate higher profit by getting involved with target
neighborhoods.
Hallmarks of Successful Neighborhood
Marketing Programs
- Great customer experiences get people talking about your company with their neighbors
- Win new business from the neighbors of completely satisfied customers
- Stay in touch with your neighborhood communities in a drip marketing fashion
- Partner with companies that offer complementary products and services
Create
Buzz
Town
Level Activities Will Gain Entry Into
Many Neighborhoods
- Guest speaker at meetings that attract people who may benefit from your service category
- Sponsorships e.g. park & rec program, food drive, charity golf tournament, 10K run
- Support teachers, EMTs, firefighters and police officers
- Educational messages through local media
Local Activities
Will Increase Penetration Within Neighborhoods
- Build relationships with “connectors” (they know everyone in their neighborhood) and “mavens” (they know everything about their neighborhood).
- Nurture raving fans who will coach you to success within their neighborhoods.
- Get involved in neighborhood gatherings e.g. associations, host an appreciation event with refreshments and activities for children.
Neighborhood Marketing Principles
- Show appreciation through thank-you cards to customers and complementary vendors.
- Remember special occasions e.g. birthdays and various anniversaries.
- Free trial coupons for neighborhood newcomers. They must make quick service provider decisions.
- Schedule a free consultation for new owners of properties that your company had previously served. Maintain contact with the prior owners who may have moved into a target neighborhood.
- Reward neighbors who are willing to schedule work to be completed in consecutive blocks of time.
- Encourage Google Reviews and participate in the discussion.
- Have your representative search for opportunities during drive-by’s and online mapping. Capture information about complementary vendors and competitors who are working in a neighborhood.
- Before beginning work, place a postcard or door hanger alerting neighbors that you will be in their neighborhood and that you would be delighted to meet with them to discuss their needs.
- Consistently conduct reverse directory research e.g. www.whitepages.com
to find neighbors of raving fans and approach them with the goal of setting up a free consultation.
- Site signs placed on property [with customer permission] while work is being performed.
- Neighborhood theme-based road shows.
- Your CRM system
provides neighborhood and contact information, and activity and revenue history.
