marketing commercial restoration phillip rosebrook cr business mentors elc training
TRANSCRIPT
Marketing commercial restoration
Phillip Rosebrook CRBusiness mentors ELC Trainingwww.businessmentors.net
www.BusinessMentors.net
2
Presentation OverviewDefinition
ExpectationsCompetenceMarketing plan overviewStrategy
www.BusinessMentors.net
3
Imagine 100,000 SF manufacturing plant explosion
Multi-use office space one tenant with $50,000/day BI policy – 3 tenants, 2 operate 7 days per week –smoke damage under air return
Dental office – 2 labs, 18 chairs, 3 dentists
School with 65,000 SF, 100,000 books – computer fire damage under air return
6 Story elder care facility – broken supply line top floor
www.BusinessMentors.net
4
ConsiderationsLogistics
Payment and expectations
Timelines
Triage
Fulfillment
Finish strong
www.BusinessMentors.net
5
CompetenceSolve problems
Quick response
Limited down time
Understand expectations
Set and manage restoration expectationsReality
www.BusinessMentors.net
6
Marketing OverviewBudget
Strategy
Activities
People
7
Budget Plan, budget, control expenses
Overview: 2-5+% of revenue
2-3.5% maintenance budget 3-5% growth >5% aggressive growth
Includes all marketing activities
Understand the opportunity costswww.BusinessMentors.net
www.BusinessMentors.net
8
StrategyLarge loss only a portion of the total budget
Need to define overall corporate goals
Balance activities with objectives
Work now vs. future work
www.BusinessMentors.net
9
Implementing StrategyPeople
Advertising
Promotion
Contingency planning
www.BusinessMentors.net
10
People strategyAssociations
Route marketing 30/60/90 follow upKeep your route fresh
Commercial property managers
Affinity marketing
General Adjusters
www.BusinessMentors.net
11
More people strategyIndependent insurance agents
Speaking opportunities
Commercial construction companies
Fire Sprinkler Companies
Janitorial companies
www.BusinessMentors.net
12
MGA & GALeveraging a strong job
Paperwork needs to match performanceCompetence not always determined by the actual work
Prompt response and completion
Recommendations and referrals
www.BusinessMentors.net
13
Exploit a Vertical MarketBuild relationships, credibility, & create champions
Health care
Schools
Colleges and universities
Hospitality
Others?
www.BusinessMentors.net
14
AssociationsRIMS – Risk management society
BOMA – Building Owners and Managers
IFMA – International Facility Management
ACP – Association of Contingency Planners
Business Service groups – Rotary, Kiwana’s, etc.
Community involvement
Association tip – be selective and be involved and leverage your relationships
www.BusinessMentors.net
15
Advertising Targeted
Internet
Email – have segmented lists Stay in touch with your clients
Association newsletters
Business newsletters
Make sure that the brand and message fit
Paid searches, ad words, etc.
www.BusinessMentors.net
16
PromotionBrand items that reinforce large loss, commercial image
You are competing on a big stage with big companies
Letters of recommendation, videos and quotes
www.BusinessMentors.net
17
Your competition Belfor
Interstate Restoration
Instar Restoration Services
JC Restoration
www.BusinessMentors.net
18
Contingency PlanningA contingency plan is a plan devised for an exceptional risk
which is impractical or impossible to avoid
Several examplesFire Service – Hurricane seasonQuantum – downtown flood – schedule emergency services
www.BusinessMentors.net
19
Contingency PlanningCreating future work sources
Consider working relationships with planners
Need route marketing rep Property managers Commercial property owners Medical facilities Schools Work through commercial insurance brokers
www.BusinessMentors.net
20
More about Contingency Planning90 day follow up
Preauthorization of services
Annual walk through
Email or direct mail follow up
www.BusinessMentors.net
21
A Quick ConversationHead of engineering
Disaster plan in placeATIAdvanced
Willing to add qualified contractors
www.BusinessMentors.net
22
Cold Calling Job SitesNews or other updates
There is a need – you have a solution
Who is paying? Get verification
Likely into a competitive situation for the jobBe professional and respectful
Do a social media search to find connections
www.BusinessMentors.net
23
Marketing ConsiderationsExplain proficiencies – you will not be all things
Set appropriate expectations for your needs and considerations on jobs
Build on success – you may have to start small
Ask for referrals
Build a portfolio – web based and presentation based
www.BusinessMentors.net
24
Affinity MarketingWho do you know?
Red cross Other disaster assistance groupsFire departmentCity officials
Harness the value of past clients
www.BusinessMentors.net
25
AccountabilityNeed to have defined goals
100 plans in place30% of work commercial restoration
Clear expectations for marketing staff
CRM Program to track performance, clients and activities
www.BusinessMentors.net
26
SummaryCommercial services are a part of your work portfolio
Have multi-pronged approach
Leverage your success
Start small
Focus on paperwork and billing
