Category Granite marketing Company

2020 Countertop Marketing Strategy

With the recent events the way we operate our businesses will change. I have a platform that helps us track and react to market changes in real time. Grow your business even in a pandemic.

Here at a high level I will show you how I grow your business Right now.

Direct Response Marketing and Tracking is the key to success and how to know exactly what to do. 

  1. I create a micro website for your business. this website is designed to sell custom countertops to the retail customer.
  2. I then buy highly targeted , High purchase intent traffic from search engines
  3. I track response to ad copy for inclusion in the results to exceed guidelines
  4. I track website performance to manage audience
  5. I track lead conversion via call, text, or website form
  6. You track engagement with customer and lead conversion to sale.

No changes to your current website!

Results start in 2 days or less. Tracking Conversion and seeing ROI in less than 7 days

What this tell us is full circle exactly how the market is responding to our message and exactly what our customer acquisition costs are.

With this data we grow your business and define and refine your message.

We specialize in custom countertop Marketing of Quartz granite marble quartzite and more.
Since 2009 we have grown to more that 20,000,000 per year in retail custom countertop sales.

Ready to get to work?
Call 877 877 1916 or complete our form and we can start the market evaluation...


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.


Countertop Marketing & Sales Tips - Marketing Plan

Counter top Marketing Plan Development

Developing a marketing plan is a major step in starting a countertop business as well as taking your fabrication business to the next level. In this article we will look at parts of a granite marketing strategy that will help you to implement your strategy.
How many installs do you want?
If you know how much business you want this is the first step. By defining the amount of business you are looking to gain you now have a touch stone to measure success. We then attribute the cost associated to generating this business based on general market intelligence and we are then able to project your return on investment.
How many installs can your current infrastructure handle?
Are you the one man shop, sales team with install crew and fabrication crew or are you bigger than this? If you can project out where problems begin with too much business you will have a realistic view of the top line for cost to do more business. To much business is measured by a decrease in quality of service, and reduction in profit due to sales force limitation, fabrication crews over worked and installs going bad based on teams rushing to complete work.
What is your competitive advantage and value proposition?
How will do we differentiate you in the market. Look at your competitors and see what they do. How they do it and see who is winning the work. Take this and apply it to your values and see if that lines up with your values and your message.
How much should I spend on adverting?
Zero. Spend your money on marketing. You can’t measure what you don’t track. Marketing is advertising but includes measuring and tracking effectiveness of every advertising dollar spent. Once you have tested various channels and have developed your message to drive new business your marketing budget typically reflects 6-10% of sales to sustain this flow of new business.
Where do I start?
Start on the Internet. Why? it is the best medium to test creative, define your competitive advantage, build you brand and effectively understand the specifics of your market. Learning so much about the customer by driving them to a well formed website will provide you insight into how to define your marketing strategy and provide you with more confidence as you build out your marketing mix(Internet, Print, TV, Radio, etc.) Granite Countertops and Stone Marketing is a great niche’ to market online. Track all channels with tracking phone numbers and track-able call to actions. This is very cost effective way to monitor the effectiveness of one channel over another and manage where your money goes when advertising.
How do I manage customers effectively?
With a online CRM or lead management solution. You may be able to manage your current work flow in your head or in your day planner but you dont want to be the bottle neck in your business. by managing your work flow online certain aspects of your business can be managed for you to allow you to allocate more of your resources to other tasks like sales , process , and your competitive advantage. A Granite Countertop lead management system monitors the effectiveness of each channel and while you track the progress of each sale you will be able to see trends, monitor closing rations and truly measure the effectiveness of each channel.
Example marketing mix:
Internet buy: $2500 : 50 phone calls 40 emails 17 sales = $147 Cost per Install (CPI)
Radio buy: $2000 : 40 phone calls 2 emails 3 sales = $667 (CPI)
Print buy: $3500 : 60 phone calls 10 emails 12 sales = $292 (CPI)
Marketing Budget $8000 for 32 installs = $250 (CPI)
Projected sales $2500 x 32 installs = $80,000 Sales per month advertising @ 10% of sales
Who are you?
We are online Granite Marketing experts that focus on specific markets. We take these specific markets and take the best online marketing tactics and strategies and apply our knowledge of specific verticals to put together a program that can’t fail. We do not take on every customer we don’t work in every market. We pick specific verticals that we have a passion about and can make a difference for small to medium size businesses. We are online marketers that specialize in you, the Granite Shop.

FireUps Helps Granite Shops Turn Website Visits into Paying Customers

Joel Davis 

Special Contributor

FireUps Helps Granite Shops Turn Website Visits into Paying CustomersGranite shops waiting for their sales to catch fire can get some expert help in igniting customer interest with FireUps internet marketing services.
Paul Gallagher, owner of FireUps, has been guiding granite businesses in the development of high-return internet marketing strategies since 2009. “What I do is get them started with going directly after the consumer with a pay per click advertising budget and construct a website for them, or use one of my existing brands,” he said.
Gallagher now represents about 25 clients all over the U.S. Many of their referrals are generated through his corporate website,, which provides customized information about each of his clients in their own local markets. “Based on the local IP address of the visitor to the website, the content of that website is changed to represent them in the local area,” he said.
This is just the beginning, though. Gallagher’s efforts don’t stop with giving clients access to customers through
“If they have a corporate website already, I say, ‘Great, keep it, hang onto that,” he said. “I put them on my granite makeover website in that market, and we drive all the customers there. We look at their corporate branding as a whole and possibly create other localized websites for them. We attack this on all fronts.”
One of the best examples of the benefits of a thorough internet marketing campaign is the client that led Gallagher to discover he could fill service needs for the granite industry, which has been the basis of his business since.
The owner of a shop in New Hampshire approached Gallagher for help with building a website and then marketing his services on the internet. The business had great potential not yet being capitalized upon.
“He was on a major road, 26,000 people a day drove by his showroom, and he was doing two sales a week,” Gallagher said.
The first hurdle was helping the client realize the need for a realistic marketing budget. “He came to me with a quote from a large (internet marketing) organization,” Gallagher said. “They said $500. I said, ‘It’s not enough money– how many sales are you looking to generate?’ I said, ‘We need to go into market with a $1,500 budget, and we’ll see what that does.’”
Although the client was unsure about committing that much money, Gallagher convinced him to undertake a trial venture. “I said give me $750 to start, we’ll run it over two weeks and see how many people we can get in the showroom. So we did it.”
That’s when the client hit pay dirt. “In two weeks I went in to sit down and get the next half of my payment, and it was standing room only in his showroom,” Gallagher said. “I couldn’t even get his attention. Because he had the right sales infrastructure and the right business process, it was just perfect. That company is still with me today. Five years later, they are doing about 50-80 countertops a month with me as their only advertising.”
Internet marketing is controllable. Clients can easily adjust their online presence as sales volumes increase. In the case of his first customer, Gallagher said one of the logistical challenges was adapting to success. “Within three months we had to back off on advertising because there were too many sales happening,” he said. “It’s a controllable marketing challenge. Drive sales volume up until you feel pain on the other side. That gives them an opportunity to correct operations in the back from a volume standpoint. Then we go back at it again and turn the volume back up.”
The process begins with convincing customers why to take a chance on a participating shop. Competition based on pricing can be the initial lure. “It is a very competitive market,” Gallagher said. “What I have found is that price point marketing can be a stepping stone for a company that is looking to take a piece of their local market. A lot of people are afraid of it. They feel like it is going to hurt their reputation or is going to negatively affect their business, but what happens is it allows them to get their phone ringing.”
Increasing the volume of customers allows businesses to begin tweaking their operations to maximize their attractiveness to new customers. In turn, this lets the shops move away from having to squeeze their own bottom lines to get new prospects in the door.  “It allows them the opportunity to talk to some people in the market and find out what is really going to make that sale happen,” Gallagher said. “As we increase the traffic, they are able to lighten up on the price point marketing. This is a transition I’ve got to take these guys through.”
One of Gallagher’s clients has competitors whose prices are 25 percent lower but remains more than competitive despite the difference.  “He’s developed a brand,” Gallagher said. “He’s developing a reputation in the market and a consistency that is allowing him to keep going.”
The clients who use FireUps’ services provide enthusiastic testimonials about their effectiveness:
“Using FireUps is the best thing that happened to me; our business would not be the size it is today without Paul’s talent. We would not give up our relationship with him, period. We have tried many marketing plans, none of them produced. Paul’s system took a couple days to produce and it hasn’t stopped yet.”
— Max, Phoenix

“Granite Makeover is the driving force behind my consumer leads; it brings in at least 40 potential customers a month. From the first day I called Paul, three years ago, through today, he has always been genuinely interested and invested in the success of my business. He always actively listens to me and incorporates my ideas into the equation. Paul’s wealth of knowledge about the natural stone industry and the inner workings of search engine optimization gives him the edge that no one else can offer. What that means, ultimately, is now you and your company have the edge over your competition.”
— Lloyd, Virgina.

“I have been working with Paul from FireUps for a number of months now and have seen not only a dramatic increase in sales volume but more importantly a marketing program that is controllable. With Paul’s program I can virtually, in real time, turn the lead volume up or down as my schedule allows. Paul is extremely responsive and takes the time to understand my individual shop so to target the message I want to get out. I would highly recommend anyone to work with him!” — Chris, New York
Gallagher has a background in graphic design and website development. His education in internet marketing began while working with a car loan company in the early part of the last decade. “My job was to purchase all the media to generate the leads, and it would go into our national distribution network of car dealerships,” Gallagher said. “Through that, I got to manage some really large budgets and got an understanding of how to drive business on the internet.”
This led to learning opportunities during other ventures. “I got into mobile marketing building landing pages for mobile devices and understanding the new mediums that were coming out,” he said. “It was great working for Fortune 500 companies, Pepsi, Coca-Cola, lots of big brand names we were working with. I got bit by the internet marketing bug.”
What makes FireUps different from other internet marketing firms is its focus on individual clients. “What I offer that my competitors don’t is a direct marketing channel,” Gallagher said. “The customer is exposed to the information about what their business provides in quality and services.”
One website that Gallagher considers a competitor makes its own clients fight for customers in their local markets. “What they do is provide the consumer with a sort of one-stop shop for project needs,” he said. “When visitors to the website fill out that form, they don’t know anything about who they are choosing from. Then it goes to four people in the local market that are interested in paying for that person’s customer information. They all compete for that business, trying to get that first appointment. The leads I generate are typically more quality.”
FireUps is committed to not undercutting its own clients, Gallagher said. “Based on market size and potential sales opportunities and dollar commitment level, I provide them with an exclusive relationship,” he said. “They are able to feel confident that whatever they share with me is not going into the hands of their local competition.”
Clients that meet Gallagher’s minimum criteria get exclusive access to FireUps services in their local markets. “I will not work with anybody else in that market,” he said. “What’s important is the relationships that I build with these fabricators. I share a lot with them as well to help them grow their business. The exclusivity element is important.”
FireUps is promoted through the classified ads in the Slippery Rock Gazette. “It’s been very useful,” Gallagher said. “It’s brought me very good quality contacts and people who are looking for this service. I’m very pleased with how its worked for me.”
For more information on FireUps, call 877-877-1916 or visit the websites


FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!
FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877