Marketing Case Studies

Less Work and More Growth

Case Study

After years of participating together in NAHB Remodelers, the client realized that RT Marketing was committed to the industry. He saw that we have marketing experience specifically for remodeling contractors. Through association-provided certification courses, he understood the importance of marketing—and of doing it right. He realized that by trying to do it himself, he was standing in the way of company growth. Working with RT Marketing has opened the doors to help his company go above and beyond their goals for success.

Company Info

  • 11-year old company, started as deck company
  • Business started at $2M level (half decks, half remodeling), after two years with RT Marketing, sales are now at $3.57M

The Problems

  • A need to grow the company and double sales in 10 years
  • Owner highly trained and experienced in construction, estimating, & high performance building, not marketing
  • Lack of marketing experience to utilize advertising budget effectively
  • Company structure was limited due to revolving around the owner's personal involvement
  • The message was confusing because of brand discrepancies

The Solutions-First Year

  • Marketing objective:
    1. Develop professional, clearly-understood image for the company, i.e. branding
    2. Identify target audience
    3. Establish brand through consistent contact with target audience
    4. Better utilize the marketing budget
  • Marketing process:
    1. Analyze target market and interview select clients
    2. Develop new company identity that is clear and memorable (based on company self image and target market)
    3. Establish the new look throughout the company (business cards, truck signage, web presence, etc.)
    4. Develop regular contact with past and potential clients (print newsletters, e-newsletters, social media, etc.)
    5. Promote brand to wider audience (magazine ads, home show involvement, etc.)
    6. Client and RT Marketing working alongside each other to create a successful marketing budget for the year
  • Results:
    1. Leads and sales targets set and accomplished: 10% increase in gross revenue
    2. Branding message raised to professional and recognizeable level
    3. Effective marketing program ran without the owner's day-to-day involvement allows him to concentrate on other growth aspects/li>

The Solutions-Second Year

  • Marketing emphases:
    1. Build on previous year’s improved communication with newly established target makret and past clients across multiple channels
    2. Capitalize on the owner being named Qualified Remodeler and NAHB Remodelers’ National Remodeler of the Year with message “Wouldn’t you want the nation’s best remodeler work on your project?”
    3. Website updated and improved through optimization and a reorganized portfolio
  • Results:
    1. Leads and sales targets were shattered! 70% increase instead of the targeted 5%
    2. Significant increase in average job size and profit margin of remodels—making growth manageable
    3. Company’s 10-year growth goal met in second year

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