As you prepare to start your foreclosure cleanup business, or grow your current business cleaning foreclosures in 2011, remember to make your current or potential client's job easier, and you'll get more work from that company.
"Solve a Problem" for the Client
Solve "a problem" for them with a few choice words or a meaningful phrase in your marketing material that will make the client's daily chores easier, and they will likely call on you before they call on your competition.
Devise an Angle for Your Marketing Material
For example, if you decide to use postcards in your foreclosure cleanup advertising efforts, devise a catchy angle for the mailing, such as "Have Water, Will Travel" or "You Supply the House, We'll Supply the Power." This will say to the realtor client, or investor client, or new purchaser of a foreclosure, that it doesn't matter whether or not a home has the water turned on or has power, your foreclosure cleanup company is equipped with the supplies and tools to get the job done.
When you prepare your postcards, letter mailings, email blasts or other marketing material, you will, of course, list the expected information in your message (i.e., your company's services, website address, and contact info). But go a step further by creating an angle that will solve a problem for your existing or potential client. This will go a long way in keeping your foreclosure cleanup business mailer out of the trash and on the client's desk.
Example of Making the Client's Job Easier
Here's a quick personal example of making the client's job easier:
I remember getting repeat business from a large publisher years back as the owner of a small editorial company in New York City. New York was a very competitive editorial city, but we earned six figures in our first year with this one client because we made the outsourcer's job easier.
Of course, this publisher had procedures in place where they'd bind work and messenger it over to our company, but we established a rapport with the outsourcer via phone and came up with a procedure that made her job easier. We suggested the outsourcer leave the jobs for our company on the editorial table near the receptionist area, if that made things easier for her. We expressed there was no need for the formal binding of a job, or contacting a messenger for pickup of the work and delivery to us, or even a need for attaching a formal instruction sheet on top of each job at hand.
We told her to just leave work for our company on the table, and we'd pick up assignments, within a few hours of her call, and give her a quick confirmation call back once we had the projects in hand.
The outsourcer for this publishing company called us repeatedly to pick up editorial jobs -- in great part because it MADE HER JOB EASIER. We always tied up loose ends later, but her task was to outsource a great number of projects daily, and her using us as a vendor helped her reach her goal -- and it exponentially increased our bottom line.
Lesson: Find a way to make your clients' jobs easier, seamless, and you'll get more work from them.
Many wishes of continued success in 2011 starting and/or growing your foreclosure cleanup business!