Columns

RSS

In most cases when a home is damaged by a disaster, the homeowner(s) are already upset by the time the restorer gets there. The last thing a restorer wants to do is add insult to injury by doing or not doing something that could add stress or make the situation worse.

“Creating a clearly planned education and career path for your technicians will help with employee retention and improve the dedication and quality of your restoration efforts,” Lorne McIntyre writes. This article focuses on the role of a technician from day one to an RIA Certified Restorer and can be used as a guide to not only develop employees but attract more talented candidates.

“In a crowded marketplace, it can be hard to cut through the noise and reach customers,” Josh Miller writes. “With a micro approach that focuses on how we can do our jobs more effectively, and a macro approach that communicates our expertise to the marketplace, we can all help promote the credibility and competence of the professionals in our industry.”

“Being a real company sounds like a simple task in theory, but in reality, it is not a consistently followed practice. So what does ‘be a real company’ mean? It requires doing the small and sometimes neglected items that you would normally complete while trying to build your company in your local market,” Jeff Carrier writes.

While advertising, marketing and public relations are all methods businesses use to communicate with their stakeholders, the benefits of each are not usually discussed individually. Small business owners know they need marketing to target the right customers and advertising to make the phones ring, but they do not realize public relations can help them become the trusted experts in their markets, which leads to greater opportunities. So, what is PR? Heather Ripley explains.

By all means, let your gut lead the way when it comes to establishing your company values, your sense of purpose, and your long-term vision. But for the sake of that beautiful vision, strategize by the numbers.

“Whether you are a new restoration business owner or have  20-plus years of experience, a sound marketing foundation is needed to ensure success. This foundation should include a well-defined marketing plan, with customer personas, all target audiences, an ADA-complaint website and promotional plans, with a total of 7 to 8% of sales revenue allocated to marketing,” Nia Sherrema Pearson writes.

“How can we prospect on LinkedIn and make more seincere connections with LinkedIn members whom we would like to become our customers? One approach not to use are automated systems that send out connection messages every day,” Robert Kravitz writes.

One of the most challenging hurdles in the crime, trauma and death scene cleaning industry is helping a client navigate a life-changing, traumatic event. The other challenge is marketing such a sensitive service without being offensive, appearing non-sensitive or overbearing. For almost four decades, Gordy Powell has tried to reinvent how to market this industry in a tasteful, yet practical and successful way. Here, he shares a new approach.