Project Profile 3
Vintage Construction
It's a misleading name for a company that specializes in foundation repair and basement waterproofing - services most people don't realize they need until something really bad has happened.
My solution for Vintage was to downplay their name and instead market a document called "12 Early Warning Signs of Foundation Failure and Water Intrusion" to area homeowners.
The resulting automated marketing system consistently generates work all year long:
The Report
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Website
The most important feature of the Vintage Construction website is that it allows homeowners to download a report created to help them self-diagnose structural and/or water problems.
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Lead Generating Report
12 Early Warning Signs of Foundation Failure and Water Intrusion That Every Homeowner Must Be Watching For is written in plain English and has photos to help homeowners identify foundation and waterproofing problems.
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Marketing The Report
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Advertising
Ads featuring one of the 12 Early Warning Signs convince homeowners to 12EarlyWarningSigns.com to download the free guide.
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Direct Mail
Postcards urging the neighbors to check their house for the 12 Early Warning Signs of Foundation Failure and Water Intrusion are are mailed to the 250 homes surrounding each job site.
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Radio Commercials
Each of the 6 radio spots personifies one of the 12 Early Warning Signs and drives traffic to 12EarlyWarningSigns.com
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Sales Force Followup
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Market Research
Vintage's sales force is armed with a map of Middle Tennessee showing zip codes color coded by average household income to help them decide if it's worth driving across the state to give an estimate.
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Folder and Brochure
After a salesman inspects the home he leaves an estimate in a custom folder along with a brochure printed in full color plus silver ink.
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Custom Presentation
Custom music and a professional announcer scored to moving graphics tell the Vintage Construction story on a disc the size of a business card.
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Client Testimonial
"Things are really busy around here. This time last year we were wondering what the guys were gonna do next week, but we are booked for the next 2 months."
LaWanda Blackburn, Office Manager - Vintage Construction
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