5 Words That "Just Amped up the Delivery"

"This is how we work."

Here's an upbeat story to kick off the remodeling week. It's especially relevant if you think you're wasting your time with Twitter and other social media tools. Even more so if you're committed to thinking there's little you can do (other than slashing your prices to rock bottom) to get remodeling newbies to trust and hire you.

A Midwestern remodeler reports that he is "very, very close" to signing a $165,000 project of an old home in an upscale, historic neighborhood. The couple has never remodeled, "and they are very nervous," he says. "They called three of our past clients and also requested a walk-through of one of our projects."

During the walk-through (at another old home), the couple asked wisely about the "unforeseen changes" that often arise in old structures. "I saw this as a great opportunity to use these five words" the remodeler says. "I said, 'This is how we work' in the context of anticipating changes, performing thorough pre-construction planning and minimizing changes as much as possible.'"

The couple responded positively to that statement and everything that came with it. "I think it showed conviction," the remodeler muses. "I think just giving someone something to have confidence in gives them comfort. And the five-word statement just amped up the delivery."

So what's the Twitter connection? The couple was referred by an architect with whom the remodeler has been communicating on Twitter. "Score one for a great Twitter lead," the remodeler says. 

And the genesis of the five-word statement? From the talented Kyle Hunt, who provides marketing advice to remodelers. One of his recent emails recommended the "This is how we work" statement thus:

"Make it clear. Make it easy. Limit the options. Have it written out for them. This puts them at ease, makes their choice easier and converts more of your prospects to clients.

"Homeowners crave a PROCESS. Give it to them!"

Sign up for Kyle's email at his website. And follow his marketing tips on Twitter: http://twitter.com/KyleHunt.

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Today's Number: 1,684

First, a correction :

Yesterday's eletter provided a very bad link for a very, very good blog. Click here for Michael Stone's "Paying Yourself" commentary, on what should be in a proper P&L statement. Sorry about that.


Now, today's 5:

Today's Number: 1,684
Where the mortgages aren't (and the money to remodel is?)
In 1,684 counties around the U.S., there's a higher percentage of homeowners who own their homes free and clear -- no mo' mortgage -- than the rest of the country on average. In Louisiana, nearly half of homes are owned outright, and the numbers aren't far behind in parts of Texas, Oklahoma, Montana and Wyoming. Home values are lower in many of these areas, perhaps also reflecting lower disposalb eincome, but it's interesting to wonder how much home equity is just sitting around, waiting for the right reason to remodel.

The heat map below, from Zillow, shows the "free and clear homeownership rate" for each of 2,159 counties. Click on the link to zoom in.

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Also in today's d5R Update:

• Houzz about a question? 
• 10 questions on the new mortgage rules 
• Death of an architecture critic 
• These remodelers are resolved. 

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Remodeling job opportunity of the day

Can you see yourself with this group?

Sun Design staff, from www.sundesigninc.com

If so, here's a job opportunity for remodeling design pros in the Northern Virginia area:

Sun Design Remodeling Specialists, winner of dozens of awards for design, business growth and being a great place to work, is looking for a registered architect with three to five years of experience.

From the job listing:

"We need a team player who puts customer service first, works well with others, and respects the process we follow to get the job done. We appreciate flexibility, willingness to pitch in, and a good sense of humor. Excellent interpersonal communication skills are required."

Apparently Sun Design is not a bad place to make a career. Just last week, the company announced that it had made Virginia Business Magazine's list of "Best Places to Work in Virginia" for the second year in a row. Bob Gallagher, the company's president, told me this:

"We want our team to be fulfilled at work. When they are feeling really good about their experience it carries to our clients' experience. We believe in growing and learning, balance, providing an exceptional experience in a really cool open and empowering human way."

Nice!

See the full job description at Sun Design.


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