Category Granite Advertising

2020 post covid19 - direct to consumer countertop sales


How do we evolve the direct to consumer countertop sales in 2020. 

Think about how to transition more to online and less direct consumer interaction. 

Here is a quick story about my experience before this all happened to us.

I actually never met a sales person when I had my countertops done back in 2015.

Here is how it worked.. I looked for a company that was not afraid to publish a price online that seemed reasonable. When I called them to discuss what I was looking for they were very clear about the process and how the pricing worked. 

I looked at some colors and textures of material that I found online and collected a few colors that interested me.

Planning prior to company interaction

I took some basic measurements, drew the shapes of the countertop pieces, applied the measurements to the drawing and emailed that to sales.. Based on this the sales person was able to estimate the square footage and give me a ballpark price based on levels of materials that I also provided. 

In this case they sent me to a slab distributor where we were able to see many slabs in person in a large warehouse and my wife and I could see all the various materials. I was able to direct my wife to material that was in our budget based on the information provided which helped us stay focused on what was reasonable.

Based on the material and the specific requirement of my project I was given a price as long as the measurement that I provided was not off by too much the price would remain the same. This was reasonable. I said the sf was 52 and they came back with 55. I selected an undermount sink that I wanted and they provided this as well.

All kitchens are not created equal

My specific design had one section that was very close to being too large to avoid seams on the slab I selected. The sales person notified me that the specific slab I chose would have required a seam but material was available that could avoid this as it was available in a slightly larger size. This then meant that I would have to either go look at the slab or trust them that the slab was acceptable. My response was I will trust that you would not put anything in my house that you would not put in your own, and agreed to proceed without seeing the actual slab. 

At this point an onsite template was required and installation. These 2 events were scheduled on the one call and within 2 weeks our new countertops were installed.

This limited exposure to staff and the process was very easy. The slab yard was in a busy city but only 5 other people were at the slab yard looking at material at the same time. I was only exposed to 1 person at the front desk that asked who my company was and handed me a form to complete once I had selected material. 

When all was said and done we were very happy with our new granite countertops.

TIPS:

  • Providing PPE (personal protective equipment) such as masks, gloves and sanitation sprays and wipes for staff that enter the home and provide this for your worker when interacting with the customers. 
  • If you have onsite material. Limit the number of people that access your indoor slab yards. Move natural material to outside yards when possible.
  • Request Appointment only for onsite visits to manage the number of customers at your location at one time.
  • Define the process on your website to increase customer confidence and that interacting with your countertop business will be a safe experience.
  • For customers that are not able to take measurements encourage them to send you photos of the project where you may estimate the surface square footage based on cabinet sizes and recognizable items in the kitchen.
  • I suspect a large portion of the population will have a level of germafobilia on the other side of this pandemic. Even if they don’t they will appreciate that you have adopted policies that put the general customers safety first.

We are FireUps.

We specialize in direct to consumer marketing service for customer countertop fabricators.

Marketing a custom Countertop shop will have new challenges as life gets back to "normal". Our Solution is powerful in that we can react in realtime to these new variable and provide data points around how we are reacting to these new market conditions. we can quickly adopt and change our business processes to ensure that we are meeting sales objectives. We do have market exclusivity factors so be sure to contact us soon if you would like to join us in the post March 2020 countertop industry.

Customer tracking

The only way to react to the changing market is to track your customers. To use marketing to understand what your customer is reacting to and change your practices and message to attract your customer. I do this in real time and provide statistics that we can make business and message changes to increase market share. All these principles can then be applied to any other channels that you use to drive the local consumer. We have been using these practices for the past 12 years to grow many custom countertop shops around the country.

Join Us!
or call 877 877 1916 for a free consult.

Countertop Marketing 2020

I would like to introduce myself. I am Paul Gallagher owner of Professional Remarketing Group, and the FireUps Local countertop marketing solution.
My focus is on direct response marketing and lead tracking to see ROI in real time. Since 2009 when i had my first countertop partner I have grown this service to providing over $20,000,000 per year in direct to consumer countertop sales nationwide.

"My denver partner would have closed 2 weeks ago based on the dip in activity. We quickly made and adjustment to message and bounced right back to solid response from the market. As we roll out into the coming weeks we will then be making more adjustments based on how far out the book out is as well as responding to any supply chain issues as they arise"

The key to our success...

...through this difficult time has been our ability to see and track response to programs and adjust perceived value to ensure that any customers in market are continuing to come to us. We track the click through the sale with our lead management tool. This enables us to make adjustments on the fly and respond to changing market conditions rapidly.

I specialize in direct to consumer marketing for the countertop space and have been honing this service since 2009.

I found when stock markets fumbled in 2008 a focus on investments in tangible items increases and we could be in good position to grow your direct to consumer sales. Investments in the home have the prescription of a stable return on investment so a tendency to put money into the home will increase. Especially if home sales and values slow or decline.


Many of your local competitors may not come back from this.

Especially if we see supply chain issues in the foreseeable future.  Access to slab yards and certain products could cause issues for some and make it difficult to provide service. We will look at your position and make adjustments to message and perceived value to tap into what the post 3/2020 customers looks like. Desperation could settle in and we could see wild changes in competition and strategies. This is where our ability to track and monitor success will be essential to navigating the next weeks months and years.

Key Employee Changes

  • You may find if you had to close that key employees could now not be available.
  • New Employees may be available from other businesses. This can strain your business or your competitions business. It is essential to be aware of this and react quickly to employee issues to continue to provide service.
  • Stepping up policies for sanitation for your facilities and for your interaction with people and their homes. This will be important in the short term for both your employees and for your customers.

Bailout monies

Get in line to get yours but from what I can tell this will cover payroll employees and operating expenses "without payback". Any other use of the money will have to be paid back with interest. That leaves owner operators without a bail out.

I will work with you to leverage what we will find as new competitive advantages
and help you adjust strategies in real time as businesses get back to work in the coming weeks.


Lets partner up and grow your countertop business!

877 877 1916

2020 Crisis Marketing

We have been doing well keeping the flow of customers to our partner shops around the US.

In some parts of the country local states forced business to stop operating and many others are at gatherings no more than 10 people.

We continue to meet demand and react to changing local situations on a case by case basis. Adjusting marketing strategies and boosting response in real time.

Surprising to say many of our partners have not skipped a beat and actually are continuing to manage and extend "book out" during this trying time.

As we get the go ahead to start operations again, in markets that closed, we will roll out new strategies somewhat in reverse to get countertop business started back up again.

New Countertop Business World

We formulated strategies to help with consumer interaction and policies to help increase consumer confidence when working with the countertop shop. The world will be different on the other side of this and we will need to show customers that we have taken procaustion to keep our customers and our partners safe.

Some examples:

  • take certain measures in your showroom for sanitization of surfaces. Document this so that the consumer can see that this work has been done
  • During interaction with customers home eg. templating & installation - wear mask and gloves whenever possible.

Many business are scheduled to roll backout in the first week of april.

If your operate a custom countertop company and would like to work with us to grow your business out of this crisis please give us a call. April will be a very busy month relaunching many existing partners and we will use the same principles and proven methods to bring your company on board.

 

Call us today 877 877 1916

 

 

US Countertop demand to rise 4.2% annually through 2019

Growth will be propelled by a rebound in new building construction, increased spending on remodeling projects, and a shift in the product mix from laminates to higher priced alternative materials.

Going forward, volume gains will be driven by rising residential remodeling activity, advances in commercial building construction, and healthy growth in single-family housing completions.

Through 2022, value gains will be boosted by a shift in product mix from laminates to higher priced alternative materials such as natural and engineered stone.

Key Findings in the US CountertopsStudy:

Engineered Stone to be Fastest Growing Surface Material

Following a surge in demand during the 2012-2017 period, engineered stone countertops are projected to be the fastest growing through 2022, continuing a trend of rapid market penetration over the past decade. Suppliers will benefit from larger engineered stone distribution networks and greater visibility of this surface as its presence in big box home supply centers increases further promoting awareness among consumers.

Laminates Continue to Lose Market Share

Despite being the dominant surface material in both the residential and commercial markets, laminates are expected to continue their decline in market share as other more aesthetically pleasing materials become more popular. However, laminates will remain widespread, particularly among budget-conscious consumers, due to their favorable characteristics at low price points. Additionally, laminate countertop manufacturers have tried to combat the market penetration of other surface materials by expanding and diversifying their offerings of specialty and decorative laminates.

Residential Remodeling Activity Continues to Drive the Countertops Market

In 2022, residential remodeling applications will remain the largest outlet for countertops in the US. Advances will be bolstered in part by the ongoing replacement of laminates with natural and engineered stone and niche materials such as stainless steel, concrete, wood, and recycled materials. Additionally, rising home improvement projects involving the expansion of kitchens and master bathrooms, as well as the addition and expansion of other countertop-intensive rooms, will fuel demand.

source
https://www.freedoniagroup.com/industry-study/countertops-3301.htm

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We created the property for them, designed the basic logo and drove them to the top of search in the local market.
We connect the spark Lead management system to track the website performance and lead conversions.
The system is simple. Monitor the effectiveness of the website right down to the sale and the search engines reward us with a positive user experience and top placement based on our relevance to the consumer.

Bomb! #1 Position and staying power!

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US Demand for Countertops to Reach 810 Million Square Feet in 2019

September 17, 2015 (Investorideas.com stocks newswire) Demand for countertops in the US is forecast to increase 4.2 percent per year to 810 million square feet in 2019, valued at $29.3 billion.

Growth will be propelled by a rebound in new building construction activity as well as increased spending on improvement and repair of existing structures. Value gains will also receive a boost due to a shift in the product mix from laminates to higher priced alternative materials. The health of the residential market is critical to the countertop industry as it typically accounts for about four-fifths of countertop demand. These and other trends are presented in Countertops, a new study from The Freedonia Group, Inc., a Cleveland-based industry market research firm.

Engineered stone, natural stone, and various niche materials are forecast to achieve above average gains through 2019.

A drop in the average price for granite (partially due to an increase in low-cost imports) over the past decade has made this material available to a larger portion of the mass market. A moderate pricing structure and consumer preference for the appearance of stone will promote granite demand as home remodeling and new home construction ramps up. “While the continued mainstreaming of the material bodes well for overall granite countertop sales,” notes analyst Pamela Safarek, “it also suggests that high-end homes, as well as businesses, are in the process of moving on to other, less commonly used surfaces. As a result, engineered stone, natural stones other than granite, and niche materials such as various metals, concrete, and recycled materials will benefit as high-end homeowners and business owners seek novel, higher-value materials to distinguish their countertops from the mass market.”
Laminates are the largest product type, although their share of the countertop market will continue to slide due to intense competitive pressure from alternative surfacing materials. Nevertheless, laminates will maintain a significant share of the countertop market and account for over one-third of additional sales through 2019. These materials remain popular, particularly for the budget-conscious. Product developments providing a more stone-like appearance, such as high-definition graphics and complex edges, will also help to limit the decline in market share.
Investorideas.com Newswire

Countertop Marketing Budget & Direct sales projections

5 top Retail Countertop Sales and Marketing Strategies

We have the numbers to grow your business. We have applies a sales growth strategy to direct marketing budget to help you project sales required to hit target revenue.

Countertop Marketing Budget &  Direct sales projections
This document is a sales projection and is based on averages and estimates.
Direct Direct Direct
/mon Marketing  Budget 500.00 1,000.00 1,500.00
Avg ad Cost Per job 180.00 165.00  150.00
Target jobs per month  2.78  6.06 10.00
Avg sf per job 45.00 45.00 45.00
Direct Marketing leads 27.78 60.61 100.00
production SF/Week  28.23 61.58 101.61
production SF/Month  125.00  272.73 450.00
AVG Gross per sf    35.00  40.00 40.00
Gross sales per month  4,375.00  10,909.09 18,000.00
Ad Costs 500.00 1,000.00 1,500.00
Gross Sales.
Less Advertising
3,875.00 9,909.09 16,500.00
/year Annual Gross Sales  46,500. 118,909.09  198,000.00
Operating costs 60% 27,900.00  71,345.45 118,800.00
Net Profit 40% 18,600.00 47,563.64 79,200.00
Avg Sale Price                                         1,732.50                                         1,980.00                                         1,980.00
Ad Cost to sale 10% 8% 7.6%

 
The major factors that control the success of a direct online marketing campaign

  1. Ad Budget.

    Define the ad budget by your sales goals. The larger the budget the more effective the program will be. This is due to saturation factor. The more consistent the exposure the greater the opportunity to capture the customers attention and convert to a lead.

  2. Perceive Value!

    Monitoring the competitive landscape and defining your competitive advantages over the competition will help to set your business apart from the competition. These values need to be embedded into the entire sales funnel to help direct the proper customers to your call to action

  3. Home much more business can your infrastructure actually do?

    This is important to predict because when you overload your infrastructure certain deficiencies may start to appear. Over worked staff, poor customer service, poor project management, lower conversion rates to sale, sloppy craftsman ship, costly mistakes. These all can be avoided with proper planning, organization and tracking

  4. Online marketing is price driven.

    Sorry if this is not what you want to hear but if you want to do any kind of volume of sales or operate in competitive markets you need to understand that the person that just visited your website "95% of the time" already have a quote in hand or has already visited another website that set a pricing expectation. Plan your strategy according to this as price point is the first factor and then follows quality, craftsmanship, service after the sale.

  5. #1 success factor : Answer your phone during normal business hours.

    Your customer is one click away from calling the next company, if you are not able to answer your phone because you are busy installing or fabricating assume that your ad dollars are going right out the window. Your chance of closing that customer just dropped 50%. This creates an instant concern for the customer that if they can't answer my call when I am trying to purchase from them how will they answer my call when their is a problem.

Contact Paul Gallagher
for a Free Consultation
877 877 1916

Be Prepared Countertop Pros, the holiday spending season is upon us

For the service industry specifically retail custom countertops the holiday spending season is upon us.

Retail Renovation budgets are typically re allocated to toys, gifts and travel. This simply means that the reduction in "Buyers" Increases the competition for that business. Activities are now more indoors and possible disruption in the kitchen with renovations are less likely.

So how do we ensure that we are prepared.

September and October are typically good months to start to build up your traffic/Leads to the website to prepare for the slowdown from November 15th through jan 5th. Build out your book of business a week or more from your current install schedule. Increase your exposure to the current in market customer base. Change perceived value offers to show increased incentives for customers to go with you.
The upcoming slowdown is simply a factor or the average retail consumers expendable income is more focused on holiday spending and not renovations. This does not mean that no work is available is simply means it’s a bit more competitive to capture the available jobs.

By preparing for this we can keep the saws spinning and the cash flowing.

 

If you want to make any budget/offer changes to build out your schedule soon is the right time to do that.

If you would like to discuss strategy give me a ring at your convenience 877 877 1916

New PriceLOCK Application - increase granite lead conversions!

increase granite lead conversions

With Competition on the rise in some markets. specifically the introduction of "pre-Fab" slabs, an extremely low price point is being introduced in some markets around the country.
To combat this we have introduced an instant estimating system that will enable us to customize and deliver material based price point to the market that will be tough for the prefab people to touch and present customers with the actual price of the job "as defined by the applications" online instantly.
Initial Tests have proven to increase lead volume "as expected" and conversion rates are on the rise as the partner learn how to move these leads through the process. initial numbers show a 30% increase in leads from the same budget. increase granite lead conversions
Contact Me For a Demo!
Paul Gallagher
Professional Remarketing Group, LLC
www.fireups.com