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Fast Affordable Restoration

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Fast Affordable Restoration primarily targets property managers who manage at least 500 properties, seek cost-effective, hassle-free mold and flood restoration services, and value creative solutions.

Audience Type

  • B2B
  • Property management companies

Industries (if B2B)

  • Real estate
  • Property management

Needs – Primary Buying Considerations

  • Quality of disaster restoration services
  • Cost-effectiveness
  • Speed and efficiency of restoration

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: United States
  • Income Level: Not specified
  • Profession: Property Manager
  • Business Size: Manages at least 500 properties

Psychographics

  • Lifestyle: Busy, managing multiple properties
  • What they value: Cost efficiency, reliability, quick delivery
  • Pain Points: Property damage caused by floods and mold
  • Buying Behavior: Requires multiple in-person interactions before purchase
  • Decision-Making Roles:
  • Primary Decision Maker: Property Manager
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Fast Affordable Restoration equips property managers with creative solutions to tackle floods and mold, providing them price advantage and simpler future projects. That way, they're able to save more and transform extensive tasks into manageable ones.

Understanding Their Pain Points

  • The never-ending cycle of expensive, complicated flood and mold restoration.
  • Currently dealing with unmanageable large projects and straining budgets.
  • The difficulty of transforming the space post-damage: from chaos to order.

Transformation

  • Reduced restoration costs and innovative, doable future projects.
  • Peace of mind knowing that flood and mold issues can be handled efficiently and affordably.
  • A clearly positive shift in how disasters and their aftermath are managed.

Unique Selling Proposition (USP)

  • Our dry-in-place technology and unique pricing model.
  • Freebies like mold treatment included in our service.
  • We turn the industry norm on its head, making us the only option for smart property managers.

Brand Values & One-Liners

  • "Fast solutions, long-term benefits."
  • "Don't drain your budget, use Fast Affordable Restoration."
  • "From Flood to Finish, we're with you."

Tone

  • We speak in a positive and reassuring tone, always maintaining a professional stance. Our words are meant to instill confidence and facilitate action, turning property managers from overwhelmed to in-control.

Hero Text Idea

  • Flag Text: US Property Managers
  • Main Headline: Creative Restoration Solutions Simplifying Your Life
  • Sub Headline: The only partner you need for hassle-free flood and mold restoration. Save money. Simplify projects. Stay in control.
  • CTA: Start Your Transformation Journey Today

3. The Media I Will Use to Reach my Target Market

Website

  • Further optimize Wordpress site for mobile viewing
  • Implement conversion tracking for form submissions and phone calls
  • Ensure visibility on Google My Business, Yelp, and industry-specific directories

Social Media

  • Prioritize LinkedIn to connect with property managers and real estate professionals
  • Regular posts (3 times a week) highlighting case studies, tips for property managers, and company news

Paid Advertising

  • Run targeted LinkedIn Ad campaigns directed at property managers
  • Consider Google Ads with keywords related to flood and mold restoration, targeting specific locations

Partnerships & Outreach

  • Collaborate with property management associations for workshops or webinars
  • Partner with real estate companies that could refer their clients

SEO and Content

  • Publish blog posts on topics such as flood and mold prevention tips, property management advice, etc.
  • Focus on local SEO and keywords like 'flood restoration' 'mold repair' + 'location'

Offline and Local Media

  • Sponsor local real estate or property management events
  • Develop every door direct mail (EDDM) campaign to target specific localities

Directories

  • Ensure business is listed on industry-specific directories such as the Institute of Inspection Cleaning and Restoration Certification (IICRC)
  • Enjoy visibility on local online directories

Online Events

  • Regular webinars educating property managers on disaster prevention and the benefits of dry-restoration

Online Networking

  • Engage in property management and real estate groups on LinkedIn

Cold Outreach

  • Approach property managers directly via LinkedIn or Email with tailored proposals
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '5 Steps to Disaster-Proof Your Property' guide
  • 'Calculate Your Restoration Cost' online tool
  • 'Quick Tips on Minimizing Damage' video series

Tripwire Offer

  • One-time discounted inspection and initial treatment offer
  • Entry-level offer: 'Damage Assessment and Basic Cleanup' package

Welcome Sequence

  • Welcome email introducing company and values
  • Follow-up emails focusing on education (prevention tips, property management advice)
  • Third email providing a special offer or discount

Segmentation

  • Segment leads based on property type (Residential / Commercial)
  • Further segment based on interest level (High - frequent engagement / Low - minimal interaction)

Chatbot and Automation

  • Deploy a chatbot on the website for instant answers and lead capture
  • Connect chatbot responses to CRM for lead nurturing

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Automation capabilities: Implement email sequences and deploy chatbot for lead capture
  • Recommended improvements or replacements: Consider platforms like Hubspot or ActiveCampaign for better marketing automation

Sales CRM

  • Current platform: Not specified
  • Pipeline tracking or handoff process: The sales process includes several visits, multiple emails, in-person explanations, and then an incident
  • Recommended upgrades: Consider using a CRM like Pipedrive or Zoho to better manage and track leads

Automated Follow-Ups

  • Types of automations: Welcome email sequence after lead opt-in, reactivation emails for unresponsive leads
  • Frequency or triggers: Send the first email immediately upon lead generation; subsequent emails can be sent with a few days' gap

Newsletter

  • Frequency: Send a bi-weekly newsletter
  • Topics or content pillars: Include case studies, industry news, preventive tips, and company updates
  • Segmentation: Segment newsletters based on property type (Residential / Commercial) and interest (High - frequent engagement / Low - minimal interaction)

Retargeting & Ads

  • Platforms and goals: LinkedIn for B2B lead generation, Google Ads for visibility, remarketing to engage bounced website visitors

Social Media and Content

  • Posting frequency: Regular tips and updates at least thrice a week on LinkedIn
  • Content type or campaign focus: case studies, preventive tips for property managers, and company news

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars for property managers on disaster prevention and benefits of dry-restoration

Other Nurture Channels

  • Chatbot on website for quick responses and lead capture
  • SMS follow-ups for immediate engagement

3. Sales Conversion Strategy

Sales Process

  • Add pre-call research to understand the specific needs of each property manager
  • Increase consultation meetings to fully explain dry-restoration benefits
  • Systematize follow-up reminders on CRM after every communication

Sales Assets

  • Develop service proposal template highlighting unique pricing model
  • Create pitch decks showcasing dry-restoration approach and case studies
  • Create FAQ document to address common queries

Testimonials and Case Studies

  • Collect feedback post-project completion for testimonials
  • Highlight transformative cases on website 'Success Stories' section and LinkedIn
  • Use specific case studies within sales proposals

Conversion Rate Insights

  • Implement CRM tracking of lead status to measure conversion rate
  • Aim to improve conversion rate by 10% in next quarter

Urgency and Offers

  • Launch limited-time bonus offer (additional free mold treatment)
  • Set 'early bird' discounts for bookings within certain period
  • Implement expiry dates on all quotes to encourage prompt action

Guarantees and Risk Reversal

  • Implement 'satisfaction guarantee' or service redone for free
  • State 'no hidden fees' guarantee on all service proposals

Shock and Awe

  • Send customized 'Disaster Readiness' guide to prospects
  • Offer complimentary 'mold detection' service to first-time customers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send welcome emails highlighting restoration services & unique offerings.
  • Schedule kickoff calls to understand specific client needs and property situations.
  • Develop a follow-up system tracking restoration project progress.

Communication Cadence

  • Bi-weekly project updates via emails or calls.
  • Instant notifications for critical issues or major project milestones.

Client Education

  • Create an online knowledge hub explaining our unique 'dry in place' system.
  • Regular newsletters detailing the latest industry trends.
  • Develop FAQ guides focused on property restoration.

Personalized Touches

  • Send handwritten thank-you notes on project conclusion.
  • Celebrate client anniversaries with tokens of appreciation.
  • Recognize significant restoration project milestones with a special note or mailer.

Visuals and Documentation

  • Attachment of before and after photos in project update emails.
  • Detailed progress reports upon project completion.
  • Graphic depictions of how 'dry in place' works for training and guidance.

Feedback and Proactive Support

  • Post-project survey to gather feedback.
  • Dedicated support for issue resolution at any stage of a project.
  • Follow up calls post project for early detection and resolution of any potential issues.

Guarantee or Promise

  • Assurance of quality restoration services through 'love it or leave it' policy.
  • Provide a visible guarantee of free mold treatment.

Operational Excellence

  • Ensure punctuality in all scheduled visits.
  • Maintain consistent communication standards across all client interactions.
  • Flexible scheduling in accordance with client availability.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Develop service renewal reminders with incentives for early bookings
  • Implement annual service contracts with built-in pricing discounts

Upsells & Cross-Sells

  • Offer premium 'Fast Track' services for expedited restorations
  • Introduce additional services like pest control and roof repair

Bundling & Packaging

  • Create service bundles including preventive maintenance and disaster recovery
  • Establish tiered pricing system with basic, standard, and premium service levels

Loyalty & Retention Programs

  • Implement a loyalty points system for discounts on future services
  • Offer 'Refer a Property Manager' program with service credits to the referrer

Custom Services and Personalization

  • Provide a high-touch 'White Glove' service option for high-value accounts with personalized project management
  • Develop tailored solutions for different property types (e.g., commercial, residential, mixed-use)

Pricing Strategy

  • Offer discounted pricing for long-term contracts to incentivize extended engagement
  • Implement tiered pricing aligning with value delivered to differentiate and capture additional revenue

Customer Data and Insights

  • Leverage CRM to track customer behavior and identify upsell or renewal opportunities
  • Establish churn prevention measures by identifying early warning signs and initiating proactive customer engagement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer property managers a discount on the next project for each successful referral
  • Extend a service voucher to the referred property manager for their first project

Shareable Assets

  • Create professionally designed e-brochures outlining the benefits and services
  • Design referral email templates for easy sharing

Timing and Triggers

  • Ask for referrals upon successful project completion or during regular follow-ups
  • Setup CRM alerts to remind sales staff to request referrals during key communication moments

Client Success Stories

  • Showcase testimonials on the website, in email newsletters, and social media
  • Involve clients in case studies illustrating the project transformation journey

Partner or Affiliate Programs

  • Establish partnerships with property management associations for member referrals
  • Offer affiliate commissions to property management influencers who can refer within their networks

Thank-You Experience

  • Send handwritten notes of gratitude for successful referrals leading to new business
  • Publicly recognize top referring clients in newsletters and social posts

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