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How to market a Granite Countertops Business in today's economy

We have found a couple common scenarios of the current state of granite countertop businesses.

  1. Does not currently work with the public - Wholesale situation where no front end to the business exists and all sales are handles by GC or kitchen stores.
  2. Small showroom connected to fabrication with little direct sales and attached to a couple builders.
  3. Direct to consumer established business more evolved into a kitchen remodeling company - usually find a cabinet, flooring and tile solution.

As with any business its important to track your sales funnel. Once you can measure where your business is coming from then you will be able to market countertop your business and stop relying on the secretary to reporting on your advertising.
Know who you are or who you want to be as a company (What are your values). Take that and look online at your competition, see what they are doing, what message and perceived value they have. See how you stack up. If you were on the first page would you be positioned to bring that customers to your store? If the answers is Yes go to the next paragraph .. if no then you need to figure out how you are going to compete.. define your values.
Start testing your message online first. Its the fastest way to reach the largest portion of the markets. Create a simple landing page or small website and pay to put your audience on it. Quickly figure out what is going to make your market respond. Once you know what message is working to bring you the right customers you can then expand into other traditional means of advertising your business.


Spent $2000 received 150 calls and 50 RFQ - Closed 5 jobs avg sale ($2000) gross $10000. YUCK! CPi = 20%


Your Advertising is working to drive people to the website- Your website is effective at extending the message and creating leads for your sales. Your CPL = $20

The BAD:

Looking at these numbers alone you can tell the issue is post website interaction. Either the promotion too bait and switch or your sales person has no idea what you are doing online, You have a weak process for managing the customer and moving them through the sale, or the most common reason for low conversion - You are not answering the phone and calling people back when its convenient for you.

The silver lining here is that you can now point at the problem, fix it and try again.

Visit fireUps.com for more insight into marketing your granite countertops business - specializing in granite countertop marketing since 2008

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About the author:

FireUps Countertop Marketing

Countertop Marketing and advertising services for custom countertop fabricators throughout the US and Canada. FireUps provide turn-key solutions for driving more customer's in your local market. Leverage our expertise and infrastructure we have built since 2008. Countertop Application, Lead Management, Order Management, Countertop SEO, SEM PPC and more. Partner with us and grow your custom stone shop. Our founder Paul Gallagher built this service from the ground up. Prior to 2008 the market for direct to consumer specialty countertops was small. Most customers would go to a kitchen design store for such a need. Combine the housing bubble bursting with new construction slowing and this created demand for direct to consumer custom countertop market. Fast forward to 2021 and demand skyrockets again due to so much money in the market and no where to go. That brings us to today; Inflated home values and high interest rates is putting pressure on the consumer to upgrade existing rather than "moving up". Throughout these years we have been marketing all over the US and tracking the trends from market to market. We work with our customers to track demand and sales volume to position the countertop fabrication shop for success.