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...
JOIN US TODAY

 

Small Business Disaster Recovery - How your small business will recover from covid-19

With this unprecedented event and the closing of many businesses.

Get ready to adapt your small business. Small business is being hammered right now, supply chains are being overhauled, get ready to reinvent your business.

  • Most small businesses are not looking at the big picture unless they have access to marketing data.
  • Most small business will not recover without a plan and the ability to look past next week's payroll.
  • Most small businesses will need to take action today to start to react and adapt as we all get back to work.

Every aspect of how we used to do business will be changing.  Here we will look at Cons from an event like this and how we can turn those into a Pro for our business! How do we stay open, How do we succeed when the doors open again. How do we adapt to the new market and maintain and even grow our business?

So What is Happening Right Now (CONS):

  • Most all non essential business have closed.
  • Some Businesses will not re-open.
  • Consumer spending habits will change.
  • Demand for products and services will change.
  • The way people behave will change.
  • Supply chain will change.
  • Prices for products and services will change.

How to we address these changes (PROS):

  • Most all non essential business have closed :
    We have been focused on the Construction segment for the past 12 years. These services are high on the Essential business list and have been able to operate through most of this crisis. With our ability to track spend and monitor ROI on the other side we have been able to keep operations moving. When competition has closed down due to not being able to monitor supply and demand needs in real time we have a leg up on the competition.
  • Some Businesses will not re-open :
    Strategic Hiring of new employees that can bring more business : add new business segment : increase the quality of service provided : increase efficiencies : drive revenue
  • Consumer spending habits are changing :
    expendable income : investments : tangible ROI for the consumer changes. This creates opportunity where it can be unexpected.
  • Demand for products and services is changing  :
    Certain products and services can see wild changes in demand. This is where message is key. Consumers want the dollar to go farther. Diversity of product offerings can attract this new buyer.
  • The way people behave is changing :
    In this specific case of virus/pandemic we look to how we can ease consumer concerns when interacting with our business. What policies do we have to address these concerns and how do we deliver this message to our customers.
  • Supply chain is changing : the way to access products for your service may change and the demand for these products may also change. Be prepared to gather this intel and be fluid with expectations for customers. expect to spend more time trying to locate products consumers are looking for and focus on products that you are sure that you can access.
  • Prices for products and services will change: Providing prices for products will change based on basic principles of supply and demand.  Only price products and service you know you can have on hand. in the short term be cautious of offering products & services based on typical turnaround time of vendors in the past.

So what are our next steps to reinvent our small business and succeed as we come out the other side.

Data Data Data!

Marketing provides us with a strong understanding of what is in demand, how the market is responding to our message and tracking our Return on investment. This is how we make decisions and manage our business moving forward. We pay close attention to supply and demand. My partners are in good position as they have the tracking required to understand advertising costs associated revenue coming in the door. We are able to adjust to supply and demand to maintain demand as the market changes. Many of my partners are still operating and managing target book out 10 days into this pandemic.

On site product limit's supply chain impact.
Really the only businesses that i was not able to keep open were ones that by law are forced to close and those that did not access to product due to closure.
Clear Sign of what is coming in the coming weeks

in real-time we have been able to monitor these changes in demand and react to it changing message and monitoring response. as we come out the other side on this we will continue to make adjustments to message and adjust as required. In some markets I have seen 200% increase in search traffic ... 50% reduction in costs ... 50% reduction in new leads ... 100% increase in closing ratio... Nets out at business as usual. some wild changes in consumer behavior but because we can monitor all aspects of our online marketing strategy, adjust our message in real time and react to supply and demand changes we are well positioned to capitalize on the other side.

If you are a Custom Countertop fabricator in the US and want to get control of your business call today 877 877 1916.

Any other businesses we will work with you on a first come first serve basis.

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

New National Brand HomeMakeover- for home remodeling professionals

Join our new brand or co-brand designed for full home remodeling professionals. Services such as kitchens ,bathrooms, additions, and more. Basically any home remodeling and renovation services provided

homemakeover-large-blackHomemakeover.net (initial launch oc.homemakeover.net)

This brand provides exposure and the ability to promote your business locally. By partnering with this brand you benefit from national exposure and the ability to promote services and price points that you may not typically promote on your branded website.
This brand is focused on renovation and remodeling services. Service that you should provide are kitchen and bathroom remodels as well as flooring framing Sheetrock and more. Providing permitting and general contracting services would be the best fit for this brand.
With this service you can track and monitor ROI separate from any other marketing and referral efforts. We can immediately capitalize on messages that resonate with the retail customer and increase sales. Then we can take what we learn in a few short weeks and apply these techniques to your traditional advertising and business model.
We take a budget and apply direct marketing techniques to it. We then track all actions performed on this property through the sale. This then provides you with ROI. With this we then can tweak the performance to ensure that we are optimizing sales, labor and margin.

Contact Us today to learn more about how it works. 877 877 1916


 

Some additional Brands are:

GraniteMakeoverGraniteMakeover.com

Our flagship brand. We have over 50 partners that either brand themselves granite makeover or co-brand on this platform. Local Granite fabricators are immediately able to increase demand for services and grow sales with this brand that has been in market since 2009. With our national advertising customer in all US markets may already have been exposed to the brand and ready to do business with you. We provide powerful tools for converting these website visitors into customers ready to buy from you.

CabinetEnCountersCabinetsencounters.com

Like the name the focus is on cabinet and countertop Sales. This brand is great for companies that provide both products. By localizing this brand we are able to attrack customers that are looking to remodel kitchens or bathrooms. Providing services such as cabinet and custom countertops are required but also flooring tile and wood as well as some framing and permitting experience would be helpful.

Quartzmakeover-logo-white[1]QuartzMakeover.com

Quartz Makeover, like granite makeover is a brand that is more focused on the up and coming quartz countertop market. If your business leans more towards providing quartz countertops then this could be the brand for you.

Affordablecabinets-NH-Logo[1]Affordable  Cabinets

We can use this brand image to create a property for you in your local market. By positioning you with this brand image we are able to drive the retail customers to you for design, sales, and installation services for the consumers cabinet needs. With all the various RTA companies all over the internet the national company cant provide installation services. This can be the local cabinet companies advantage to provide a turn key package and market as a local business.
 

Contact Us today to learn more about how it works.
Call 877 877 1916 for a free consultation


Some Local marketing FAQ's

Who is the typical company that utilizes this type of service?

  • A company that is strapped for marketing resources
  • A company that is finding that current marketing efforts are not quite as effective as before
  • A company realizing that they need to increase retail sales to reach ROI targets
  • A company that is looking for a controllable marketing solution.
  • A company that wants to increase exposure during slower time of the year.
  • A company that wants to test the waters on a new service they offer.

How much does the service cost?

  • There is a distinct set of variables that define costs.
    • Market interest in product or service
    • Cost to drive the message
    • Message ability to convert to contact
    • Sales conversion rate.
  • We ask you a series of questions around these values and then project your estimated cost per sale.
  • Then we go to market if we are close to the ROI target in the first 30 days we can scale your business to the top of your target market.
  • To retain exclusivity of a brand in a market you will commit to a

Is this Search Engine optimization or Search engine marketing?

  • Yes! and more
    • We use various methods to get immediate exposure to the message
    • once we have dialed in your message we then begin the search engine optimization.
    • over time we will then deploy various methods of online marketing to increase and maintain your exposure.

How is this better than all the other marketing programs and lead services?

  • We are marketing your business
  • We are not a lead generation business although that is a product we produce.
  • We are a internet marketing and Advertising Company.
  • We provide track-able ROI to actual dollars in your bank account.

 

Contact Us today to learn more about how it works.
Call 877 877 1916 for a free consultation

New! Countertop Color Application - Lead Capture

New! Countertop Color Application - Lead Capture

One of the issues with customers looking for colors online is that the color of interest is typically a small swatch or is of a slab. In some cases they may find a photo of an application but that is rare.

Click here to Demo the Stone Color application

Display Stone colors and capture contacts!

options:
- add your logo
- define text and background colors
- change thumbnail sizes

Features: 
-You define the colors that are available
-initiates project and contact data collection
-shows swatch and full size application of colors
- user selects primary color of interest
-filter by name or color
- link from social media, website or blog and capture new customers


Setup Is Free - First 5 per month free -

Click here 5 Free Per month - Limited Time only


See various Application Full slab and thumbnails

Define Project parameters

Collect Contact Details

Lead Capture form to enable customer action on color choice.

Demo the Stone Color application here: http://www.granitemakeover.com/countertopcolors/

With the countertop color application you pick the colors that you want to market on your website. We then display the swatches and enable the customer to click through to see a slab, kitchen, bathroom, large scale, and close up.
We also allow them to see the color in the virtual kitchen designer.This application integrates easily into your current website, blog or social media with a simple link. The application will collect contact information when the customer has selected the color of interest. This application requires a spark user account for color presentation and customer data collection.

Please contact us if you are interested in having this application on your website.

877 877 1916

Click here 5 Free Per month - Limited Time only

 

Color app Plans


Free Plan - 5 lead captures per month.


$20/month more than 5 but less then 25 lead captures per month.


$50/month more than 25 but less then 50 lead captures per month.

Billed on the first of the month for the prior months activities.


$75/month more than 50 but less then 75 lead captures per month.


More than 75 lead captures $1/capture/month more than 75 lead captures per month.

terms

  • Billed on the first business day of the month for the prior months activities.
  • Payment due on the 5th of the month via Paypal.
    • if payment not received by the 6th the application will be disabled.
  • We will review the lead captures and remove tests, duplicates and "mickey mouse" captures.
  • the price point is designed so that we do not negotiate on the remaining contacts made in a given month.
  • We will set you up on a subscription or store a card on file for you for processing

Click here 5 Free Per month - Limited Time only

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

I Need More Countertops Sales. How can they sell for that?

Every year it gets more and more competitive. Everyone wants More Countertops Sales

As the housing market is slowly making the swing back I would have expected to see some of the tactics to gain position to lighten up a little but the inverse is true. Solid surfaces and quartz now under heat for safe labeling practices and the constant barrage of designers looking to sway consumers to more expensive solutions and fabricators scrambling to undercut each other. all I can say is ... Work Smarter Not Harder!
In some markets we have had to get pretty creative and we have a new solution that could just be the right angle for you. Because this is so top secret we can't tell you all the details about the solution here but let me leave you with some results.

More Countertops Sales, In the first 10 days of launch of this solution in a major metro that is very competitive we have seen a 33% increase in lead volume and a 100% increase in connection with the customer that is in market ready to buy!

WOW right!
Contact us if you would like to get in on this new positioning strategy in your market.