digital marketing

Ep.43: The Power of Public Relations with Jim Zack

As remodelers, public relations is often an overlooked part of your marketing mix. We spend so much time and money on online marketing, PR is an afterthought. But with the web’s insatiable need for content, placing projects to get publicity should be a part of your strategy.

In this episode, Roundtables member Jim Zack tells Victoria and Mark how and why his firm gets up to 30 articles about projects published per year, creating an overall brand awareness in his market and beyond. His projects have appeared in such print and digital outlets as the Wall Street Journal, Dwell, and archdaily.com.

Jim’s president of Zack | de Vito Architecture + Construction, an Architect-led design/build company in San Francisco. His goal is to be the No. 1 design-focused design/build company in the Bay Area. The company’s work focuses on high-value residences, renovations, and new construction with a consciously modern focus.

The push to get published comes from his Architectural background, where getting published is always a primary goal. It translates well into driving the PR side of his design/build business, with PR as part of the overall marketing strategy. Jim shares his proven method for getting great PR coverage, including:

  • Capitalizing on awards
  • How to submit work to print and digital outlets
  • Finding your project niche and the outlets to use
  • Industry vs. consumer outlets
  • Why to pay for professional photography
  • Making your projects newsworthy
  • Choosing the right project to promote
  • Getting your clients on-board
  • Putting the right to publicize in your contract
  • And more…

To get an idea of just how much Jim’s work has been published —and publicized — check out this list, which only shows a part of his PR footprint.

Ep.40: Website Best Practices with Mark Harari

Your website could be the first time a prospective client encounters your remodeling business. What they find there may get you the job or send them off into the ether, never to be seen again.

In this episode, Victoria grills our own Mark Harari on how to make a remodeler’s website into a lead-generating machine. Mark’s fresh off his engagement at CoCon‘18 in San Diego, where he presented his popular seminar “Website Punchlist: A Live Blue-Tape Experience.” 

Mark’s the chief marketing officer and vice-president of Remodelers Advantage, and the president of our sister company R/A Marketing. He’s an award-winning marketer with 20 years’ experience (18 years in construction), and specializes in translating strategic vision to tactical execution. He’s also the facilitator of the R/A Marketing Roundtables groups, which bring together top marketing pros from across the US and Canada.

To design an effective website, you have to determine its purpose. Some remodelers only want their sites to act as an online brochures — they send prospects to it. Mark makes the case that all remodelers, though, should have a lead-generating website — one that searchers find themselves. Then, you have to get actionable information out of them. Mark explains what works in marketing, especially digital marketing, including:

  • Why an email address is the most important information to get, and the easiest to get
  • How to integrate offline marketing and advertising with your online efforts
  • What a call to action is
  • Why growing your email list adds value to your company
  • How capturing leads future-proofs your business
  • The top technical mistakes in website design
  • Why you should make your photos searchable
  • Where not to put your social media icons
  • And a whole lot more…

Including just what a lead magnet is, and how to use it. Want to learn more about lead magnets? Get The Remodeler’s Guide to Lead Generation, which is not only a fantastic resource for getting more business, it’s a great example of a lead magnet, its landing page and the kind of information-gathering form that will convert. It’s all so incredibly meta, as the kids say.

Want Mark to look at your website?

If you’d like to submit your own website for a live blue-tape walkthrough, will be presenting his popular seminar during our Extreme Makeover: Business Edition, Jan. 29-30, 2019, in Baltimore.