So you are now offering financing options… now how to get the news out to your market.
You’ve decided that you want to begin offering financing solutions to homeowners. Now what? There are so many options out there when it comes to offering financing to your home improvement customers, where do you even begin to find the right fit?
1: Target Your Market
Remember, your marketing will produce the best results for the lowest cost when you target prospects who are already interested in what you offer. Who needs your product or service? Targeting answers this question effectively and factually. So always define your market first!
Who is your perfect customer and Where are they?
- Define them
- Circle them
- Focus on them
- Go get in front of them
2: Create a “Unique Selling Proposition” for Your Business
A Unique Selling Proposition, or USP, is a statement of what is different about your company and its products. Your USP quickly and succinctly gives people the reason they should do business with you. It amplifies the benefit of doing business with you and your company.
Create your own USP and put it on all your promotional materials, invoices, shipping labels, etc. Use it to communicate the benefit of doing business with you and why you are better than any of your competitors.
Here are some ideas to incorporate into your USP:
- 100% Financing Available
- No Money Down
- No Payments No Interest for “x” Months
- Payments as low as “x”
- Approvals in less than a minute
3: Always Include a Call to Action and an Offer
Make sure you ask your prospects and customers to DO something when they receive your postcard or direct marketing material (MAILERS – POSTCARDS -DOOR HANGERS – LANDING PAGE.) By offering them something you know they are likely to want and giving them a smooth path to respond, you are making it easy and desirable for them to respond. You have to TELL THEM WHAT TO DO. “Call NOW” or
“Visit our website TODAY” are a couple of examples of a call to action.
Best USECASE is qr codes pushing to a landing page to apply for easy financing and or your irresistible offer now!
4: Create and Maintain a Database of the Customer Information
Remember, most people who receive a postcard from you won’t contact you the first time they receive one. But once they do contact you, you must create and maintain a database that allows you to repeatedly contact them with offers to respond to. Fifty percent or more of many businesses’ sales come as a result of following up with people who were previously contacted but didn’t buy right away.
Keep dripping your financing offers and USP all over the area you are targeting, it takes patience and persistence to gain their attention.
5: Take Away the Fear of Loss
People don’t want to be fooled, plain and simple. They have been disappointed too many times by being sold one thing and getting another. A guarantee or warranty is a good way to reduce or eliminate the customers’ risk of getting something other than what they bargained for. Guarantees and warranties increase response and sales by reducing customer risk.
Videos and being authentic in your messaging really work here. I always believe those contractors that take the necessary time to educate consumers on financing and how it all works – WILL ALWAYS WIN (even if they don’t sell the job immediately -they spoil the chance of the next guy.)
6: Expand Your Product Line and Offer to Older Leads
Getting new customers is more expensive than selling to existing ones. By regularly developing new products and services to sell to your customers and prospects and offering these new products and services to them, you can expand your business efficiently and easily. When I say “older leads,” I mean anything, not from the current day – that’s right – yesterday’s leads.
Let me reiterate this. This prospect was interested enough to call. Providing your receptionist was friendly and inviting, you’ve now got a really good lead there. That lead is more likely to call you again – your repeat mailings gain you credibility, but the right offer will bring the dough.
Do you paste customers know you offer financing options for UPGRADES? Well reach into the ole bucket and let them know!
7: Test Your Postcard Promotions
Track the effectiveness of your postcard mailings. How many people responded to your mailing? What dollar amount of sales resulted from those responses? Keep a spreadsheet on this. Monitor it. Tally it and utilize the results to tweak your campaign.
Test your OFFERS:
- No Money Down
- No Interest No Payments
- Affordable Payment Options Now
- 100% Financing
- 18 Months No Interest No Payments
- TEST TEST TEST – this will let you hone in on what is working in your market and what is NOT. Once you have it dialed in RINSE and REPEAT.
If you are interested in adding financing to your business. Email [email protected] we can set up a quick call to get you rolling!