TL;DR: Just as franchise owners are home improvement specialists, our in-house corporate marketing staff are trained experts with years of experience.
We handle content creation and make informed marketing decisions based on our daily exposure to current trends and results. We know our business model inside and out and understand our ideal customer avatars, which means our creative work aligns with our brand standards and market positioning.
Having an in-house, shared marketing team provides two significant benefits to franchisees – cost savings plus time savings. Owners are free to concentrate on doing what they do best – running their day-to-day business operations.
We’ve identified and market to two distinct ideal customer avatars at Prep’n Sell. We refer to them as “Referral Agents” and “Homeowners”, but you can think of them as “B2B” and “B2C” – Business to Business, or Business to Consumer marketing. Each avatar has separate and unique needs, and we address these needs in our multi-channel marketing campaigns.
One of the first things we do for new franchise owners is set up and manage their digital presence. This includes Company Pages on the major social media platforms such as Facebook and Instagram, as well as advice on how to set up accounts on platforms like LinkedIn, Twitter and Pinterest. Google My Business is evolving into a particularly useful platform to post images, in addition to being a primary Customer Review site.
Each franchise owner has their own location microsite which mirrors and is part of our main website. Having one larger website allows new franchise owners to piggyback on the SEO generated by more experienced franchise owners, and other marketing methods such as constantly refreshed relevant content marketing, are used to drive traffic to the website.
Lead generation is our top focus, with potential customers being able to easily get in touch with either the closest location or a specific franchise owner through social media or the website.
Email campaigns keep Prep’n Sell and RENOmagic top of mind with both our target customer avatars.
Our bread and butter marketing strategy focuses on Referral Agents, or the B2B side of things. This customer group provides our franchise owners with crucial repeat business, referring and connecting us directly with our other ideal customers: homeowners who are buying or selling their home. We make sure our Referral Agents know we’re here to help by taking the hassle of necessary home upgrades off their hands. Our One Call Does It All promise allows Referral Agents to take off their General Contractor hat and just focus on their core business while doing a great service for their own customers.
Separate email campaigns target B2C customers – homeowners, including past customers, with helpful information about home improvement projects they might like, ways to update a home to maximize profits and get it sold faster, the latest trends in paint colours and decor, general tips on running a more efficient and more comfortable home, as well as special offers we promote from time to time.
Organic and Paid Social Media
We use both organic and paid marketing strategies to grow our followers and let them know about our services inside each franchise owner’s territory.
We post organic content daily to showcase our work, provide tips, highlight great reviews and testimonials, and good content we think our followers may enjoy. Content is shared across our franchise system, so even brand new franchises have great before and after photos and reviews on their social media.
Paid marketing campaigns target homeowners who might be in the market for our services, whether that is a home improvement project for themselves, or home prep services prior to selling the home. This is an effective Lead generation method for our franchise owners.
Both organic and paid social media posts build brand awareness for our franchise owners. are looking to update their home or prepare it for sale.
Print, Direct Mail and Outreach
Direct mail campaigns target each of our primary target markets, with particular emphasis on our B2B referral agents – since they are our primary source of repeat business. For them we developed a whole outreach strategy to go along with our printed materials. Our franchise owners follow this step-by-step method to introduce themselves and their services – a method that is still flexible enough to be tailored to their preferred way of doing business.
Consumer brochures featuring both our brands, Prep’n Sell for home sellers, and RENOmagic for home buyers or those looking to upgrade their current home, are custom printed for each franchise owner as part of their New Franchise Package. We use them in various ways – with new clients, to generate leads in the areas we’re working in, and also via direct mail to target a particular neighbourhood. Past clients are also retargeted using these print materials.
Even though we already offer a broad spectrum of marketing opportunities, we pride ourselves that we’re constantly on the lookout for new channels to market and build brand awareness for the benefit of our franchise owners. Can you see how this might benefit you?