Being a Home Performance Marketer

When you own and run a small business one of the primary tasks is an on-going need to let be known who you are and what you do. I once had a marketing manager for another business I own who loved motivating based on books he read. He was very fond of “top of mind,” and because of that, TOM is ingrained in my choices to this day.

The “top of mind” concept focuses on advertising and marketing with a mind’s eye toward getting your brand to the top of the consumer’s mind when they are in search of your product or service. I really like this concept because it removes the pressure of marketing for immediate result – if I spend $500 on advertising, I can focus on trying to generate top of mind benefit and not immediate conversion. Conversion can be profoundly sad when numbers are low. As best I can tell, most conversions are pretty low on average. So, if I can teach you to associate my name with a set of services, then when the time comes and you are in need of said services, your mind will do the rest.

“Homes are multi-faceted spaces made from organic and non-organic materials with the intent of keeping the inside in and the outside out. ”

— Greg Johns

And Then There’s Mindset

Another concept I like pertains to mindset. How do I get you, the consumer, to care about the services I offer? Why should you care that I am certified for blower door and duct testing? Or that I can help diagnose deficiencies that are plaguing your home or your physical person? Or that I can help guide you through the processes of renovation in a manner that helps you know how best to spend your money to get the most out of the work performed? Those be lots of words and concepts. It can be hard.

But, if we focus on mindset, all of this seems much more approachable. If I can write in a manner that helps you change your mindset toward your home, how it feels and performs, and get you to subconsciously think you can actually be in control of its issues and quirks, then perhaps you start to think this stuff matters.

For anyone who wants more related to mindset, I highly recommend a few podcasts from Hidden Brain that focus on the psychology of mindset and the serious power of mindset for all of us plebian peeps (here’s the first episode and here’s the second episode and here’s a related episode about another more scary angle for mindset).

Mindset Matters for Our Homes

As I am interested in how to use these ideas in relation to building my business and brand awareness, I feel sharing helps develop said brand awareness. So, one of my main goals in advertising for this business is to help consumers begin to understand their homes are not stagnant “things” that are beyond their management aside from hiring professionals to service their homes. Homes, like our bodies, are wholistic systems with integrated components that all work together. If my marketing repeats this message in a variety of formats, eventually people will more readily associate my business with these concepts.

Our homes are more than the finishes. IF we can see them as integrated systems, perhaps we could better understand they are not stagnant or uneventful.

So, if you are reading this blog – well, firstly, thank you for reading. But, also, consider the concept that homes, yours or one you are working on, are more than just “the largest investment in our lives.” Homes are multi-faceted spaces made from organic and non-organic materials with the intent of keeping the inside in and the outside out. That’s what I help do. I help teach you – homeowner or contractor – how to see what’s out and what’s in and how to fix it. My other goal is education with a mind toward consumers and contractors exacting positive change for our homes and the environment at minimal cost. It is possible.

I’m around when you are ready for a conversation. Cheers!