“Commotion Promotion” Works for This Firm
It pays to be polite.
That’s a lesson a Colorado remodeling firm learned once it started mailing “Pardon the Interruption” letters to those living near a job site.
“Please give us a call…if you feel that we’re starting too early…or creating an unacceptable mess,” Melton Construction advises in a letter to the neighbors.
Turns out the company hears from plenty of neighbors. But few call to complain.
“We’ve traced $570,000 in business this year to this marketing piece,” says Ty Melton, the firm’s president. “It works better than postcards.”
The letter is a marketing piece, and it does far more than address local concerns.
It promotes the firm as “a full-service remodeling company specializing in residential and commercial construction.”
The letter notes that “Melton Construction offers custom design work and specializes in design/build projects.”
Melton has distributed the letter to area neighborhoods for more than five years. It led to one $250,000 project)and several smaller projects, since.
Recently, I received one of the letters informing me that: “We’re currently remodeling a home for a family in your neighborhood” and that “we’ll do whatever we can to minimize the disruption.”
I was intrigued enough to contact the company for an interview. Others are intrigued enough, apparently, to contact the company for their services.
Not bad for a marketing strategy that costs little more than a bunch of stamps.
Fred Berns is an interior design industry coach, trainer and author.
