No matter how good you are at painting houses, your painting company won’t be able to survive if you don’t have enough leads coming down the pipeline. While referrals from satisfied customers and your digital marketing efforts will help to bring in leads organically, it might not be enough to cushion your bottom line. You need to take the reins and find houses that need painting to increase the amount of business your painting company is bringing in.
Follow these tactics to find houses in your service area that need to be painted — helping you bring in more sales for your painting company and increase your revenue and profits.
Scout Out Older Neighborhoods
When it comes to finding new potential customers, the first place to start is scouting out older neighborhoods that might require a little facelift. That’s where your high-quality paint jobs can come into play. Look for neighborhoods that were built about 15 to 20 years ago (or more!) and do a quick drive through it to determine the state of the homes’ exteriors. It’s also a great idea to look for neighborhoods with a Homeowners Association because they often have rules in place for maintaining the condition of the home’s exterior.
Once you have your desired neighborhoods picked out, there are two different methods you can take to get your painting company’s name out there. The first is by going door to door and passing out professionally designed pamphlets or various marketing materials — either dropping them in the mailbox or hand-delivering it to the homeowner (which allows you to answer any questions or offer an estimate right then and there).
The second, and less intrusive option, is to send your marketing materials directly to each homeowner in the neighborhood. Work with a designer to create beautifully designed materials that explain who you are, what your painting company offers, and what makes you better than your competitors. Mailing your information will get your painting business in front of your desired audience, but be less intimidating than having a stranger knock on their front door.
Find Recently Sold Homes in Your Service Area
One of the best parts of technology is that information is readily available to you at all times. This makes finding new customers a bit easier for you! How? You can browse various realty websites like Zillow, Trulia, and Realtor.com for homes in your service area that recently sold. The majority of the time when a home sells, the buyer opts to repaint the whole home to start with a fresh new look. This provides you with an ample number of potential customers!
Keep tabs on homes that have recently sold in your area and mail them some of your marketing materials and promotional offers, if applicable. The best part about this method? You can browse through the photos on the house listing and pinpoint exactly what services the homeowner might need and provide them with specific information or specials tailored to their exact needs.
For example, if all the bedrooms are bright colors, you can share information on interior painting — and give prices for single rooms versus the whole home. If the home’s exterior is peeling, you can send them details on your exterior painting services. Or the kitchen might look a bit dated and could use cabinet painting to freshen up its appearance. Maybe you noticed that the living space has popcorn ceilings. If your painting company also offers popcorn ceiling removal, you can promote that. Looking through the realty listing allows you to customize the specific materials you are sending to the homeowners, improving your chances of having them call you over a competitor.
Connect with Local Realtors
Browsing realty websites isn’t the only way to get in front of new homebuyers — you can get in front of local realtors! Building up relationships with realtors helping homebuyers in your service area is an easy way to get your name out there. Your target audience trusts their realtor, and they rely on them for assistance with everything throughout the homebuying process. That includes recommendations for local contractors to help renovate their home, update their landscape, and yes, repaint the interior or exterior of their home.
Find ways to connect with local realtors and pitch to them why your painting company is the only painting company they should be recommending to their buyers. You can create customized marketing materials for realtors to provide their buyers, along with tailored promotional offers that are exclusive to the realtor (making both the realtor and the homebuyer feel special).
But how do you get started connecting your painting company with real estate agents? Do you have any friends or family that are realtors? If so, connect with them and their contacts. If you don’t know any realtors personally, that’s alright! Call local real estate agencies in your area and spread the word about your services — giving them important information like your website and sharing reviews from satisfied customers. Let them know you’re available to take on jobs from their buyers and provide them with materials they might need to promote your business.
Not all real estate agents will be open to the idea of promoting your painting company. If that happens, you have two options. The first is to rely on the two other methods of finding houses that need painting we mentioned above. The second option is to offer the realtor a commission for any painting jobs that they refer to your company that turns into a sale. Their commission doesn’t have to be a high amount, but having some incentive for the realtor will ensure they share your painting services with all applicable buyers. However, it’s important to keep in mind that offering a commission might not be the best option for a painting company that is struggling or just starting. Only offer this option when you have enough cash reserves in the bank already.