Marketing

Ep.34: The Evolution of SEO with Spencer Powell

Marketing is getting more complicated, and search engine optimization can seem like voodoo or black magic. The SEO landscape is always changing, as Google adjusts its algorithms every day.

The goal remains the same, though — growing your organic traffic online to rank higher in the search listings, so you get found by the people who will become your clients.

Spencer Powell joins Victoria and Mark to explain how to maximize your SEO, and share the recipe for a successful SEO strategy. 

Spencer is the founder and president of Builder Funnel, a digital marketing agency that helps remodelers improve their marketing and sales systems. They help you generate more leads and sales by putting the right technology in place to measure what’s working and what’s not so you can improve over time.

SEO matches up with the way people shop and buy. Users ask questions and do research, and you want your site to be there with the answers. But a successful SEO program is more than just choosing keywords and topics. You have to know what else comes into play. Learn more about:

  • Good content vs. junk content
  • Understanding what questions to answer
  • How to drive traffic using social channels and email
  • The keys to A/B testing, and how to do it
  • Calls to Action and where to put them
  • The importance of fresh content
  • And more…

Including this link to the 200 SEO ranking factors Spencer talked about. If you’ve got questions for Spencer, shoot him an email at spowell@builderfunnel.com. There are more resources for you at Builder Funnel’s website.

Meet Spencer at Summit
If you want to ask Spencer questions and meet him in person, no better way than see him at the 2018 Remodelers Summit in New Orleans on September 25-27! Spencer and Builder Funnel will be one of our sponsors, so make sure you stop by their booth to meet his team.

Ep.26: How the Media Business Can Transform Your Remodeling Company with James Carey

With so many new media and communication outlets, it’s hard to know what channels to use for your own marketing. But that also means there are opportunities — and getting your message out to an audience is easier than ever. Taking the plunge into media can change your business.

In Episode 26, Victoria and Mark tackle the new media and marketing landscape with James Carey, who transformed the remodeling business he owns with his brother Morris when they pitched a radio show about home improvement in the 1980s. That led to a national syndication deal, a TV show, and book publishing.

James is the president of Carey Bros. Remodeling in Brentwood, CA, and is the co-host of the nationally syndicated radio program On the House with the Carey Brothers and of their pro podcast CareyBrosPros.

While James made his splash in old media, he continues to take advantage of the new opportunities provided by just a wifi connection. From podcasting (which we love) to social media, James leads you through ways to get your message out, including:

  • Finding your unique outreach
  • Harnessing the power of the media
  • What you can learn from Mommy-bloggers
  • Helping homeowners make informed decisions
  • Access vs. competition per channel
  • And a whole lot more…

It’s a fascinating episode, and will inspire you to think about your marketing — and your business — differently. For more about James (and Morris), check out CareyBros.com to learn about the remodeling company. Their radio program site for homeowner advice is OnTheHouse.Com, and their site for professional remodelers is CareyBrosPros.com.
 

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Ep.09: Seven Steps to Earning Positive Online Reviews with Bryan Sebring

Online reviews can be the “Lifeblood” of any remodeling company’s business and marketing strategy and in Episode 9, Victoria and Mark speak with Bryan Sebring a very successful remodeler who has mastered the art of collecting online reviews from his satisfied clients.

Bryan is the Owner of Sebring Design Build in Naperville, IL and has quickly become a valuable resource and thought-leader for R/A and our Roundtables members.

According to Bryan he is a self-taught marketer who jumped in with both feet following a website re-design project that went sideways.

Bryan’s 7 Step process for driving positive reviews is more than just a marketing strategy. As Bryan describes, his firm’s process of asking for reviews and earning them with hard work, great design and a client-first attitude has become more of a company culture.

As Bryan, Victoria and Mark discuss the 7-step process, we learn more about:

  • Strategies around specific websites such as Houzz, Angie’s List and Yelp.
  • Infusing the review process into your sales/lead intake process
  • Dealing with bad reviews
  • How to encourage and educate your clients to read and provide reviews
  • Setting expectations with clients at project kickoff
  • How to work with client on project completion and walk-through

Free Resource

As Bryan describes his sales and lead intake process, he mentions that he provides his clients and prospects with information to educate them about online reviews: what to look for, good signs, red flags, etc.  Here’s the blog post he share’s with them, which also includes his free Remodeling 101 ebook.

…And Speaking of Asking for Reviews

We are receiving great feedback from our listeners and we have more great episodes like this one coming. If you’re enjoying our PowerTips Unscripted podcast, please spread the word by rating our show and commenting on iTunes, Stitcher, or whichever platform you use!

Ep.06: Behind the Scenes of an HGTV Pilot with John Huffman

Lights, Camera, Action! Getting the brand exposure of a TV pilot, aired on a national media channel like HGTV, can seem like every remodeler’s dream… But is it? What’s involved? Is it disruptive to your business? Do you get leads from it? Is it as exciting as it sounds?

In Episode 6, Victoria and Mark talk to John Huffman, CEO & Co-Owner of Black Door Renovation in Southlake TX. John runs Black Door with his wife, Elizabeth, and Rick Baker, a long time RA member, and together they focus on large-scale, high-end additions and whole house remodels.

John and Elizabeth, were approached by a production company in 2016 about pitching a show called “Lone Star Flip” to HGTV and their story of the ups and downs of that process is amazing and great insight to other remodelers considering a similar endeavor.

Often in business, timing is everything… and John talks more about how this opportunity occurred at about the same time as their merger with Rick Baker’s Stately Design & Renovation company.

John walks us through their experience and along the way Victoria and Mark cover:

  • How disruptive was it to your business?
  • How did this experience effect your brand and messaging for Black Door?
  • Did you see leads from it and were they qualified?
  • How did you handle the influx of leads?
  • How did you handle the pricing expectations we see mentioned on these types of shows on TV?
  • Knowing what you do now, would you do it again?

A great episode, not to be missed! Enjoy!

If you would like to know more about Black Door Renovation visit their website and they did an amazing job of documenting their HGTV experience on Instagram and Facebook.

Do you have a similar experience with any other media efforts? Cable shows? Radio broadcasts? We would love to hear about any of your experiences, positive or negative, in the comments section below.

Are you loving PowerTips Unscripted Yet?

If you’re enjoying our PowerTips Unscripted podcast, please spread the word and post reviews on iTunes and Stitcher.

And as always, if you have a topic that you would like us to cover or know of an industry contact, author or thought-leader that you think others would like to hear from, let us know.