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Haven Fencing

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Business owners and homeowners in Wasatch Front, Utah seeking to install fences for peace and security.

Audience Type

  • B2C
  • Homeowners

Needs - Primary Buying Considerations

  • Seeking peace and security through fencing installation
  • Looking for reliable and prompt service

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Wasatch Front, Utah
  • Income Level: Able to afford $5,001 - $10,000 for a one-time investment
  • Profession: Not specified

Psychographics

  • Lifestyle: Privileged enough to afford significant, one-time home investments
  • What they value: Peace, security, and privacy
  • Pain Points: Need for reliable fencing solutions, lack of privacy
  • Buying Behavior: Prefer to purchase after a personal qualification process (phone/text)

2. My Message to My Target Audience

Refined Elevator Pitch

  • Haven Fencing grants homeowners in the Wasatch Front of Utah the peace and security they crave by installing reliable and stylish fences.

Understanding Their Pain Points

  • Lack of privacy and security at home
  • Current fence is aesthetically unpleasing or in disrepair
  • Difficulty finding reliable, local fencing services

Transformation

  • Enhanced home security and peace of mind
  • A visually appealing fence that elevates property aesthetics
  • Trust in a local service that understands your unique needs

Unique Selling Proposition (USP)

  • Expert services catering specifically to homeowners in the Wasatch Front
  • Credible, local understanding of fencing needs and regulations
  • Strong relationships with suppliers to provide best fencing solutions

Brand Values & One-Liners

  • Your peace is our priority.
  • Transforming fences, fortifying homes.
  • Personalized fencing for Utah homeowners.

Tone

  • Haven Fencing embodies reliability, expertise, and a community-oriented spirit. We aim to reassure customers of our trustworthiness and commitment to their home security.

Hero Text Idea

  • Flag Text: Utah's Trusted Fencing Solution
  • Main Headline: Building Fences, Ensuring Peace
  • Sub Headline: We provide specialized fencing services tailored to homeowners in the Wasatch Front. Enjoy improved aesthetics, increased security, and unrivalled peace of mind.
  • CTA: Secure Your Haven Today

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

Website

  • Continue using GoHighLevel for maintaining your website.
  • Implement Google Analytics to track website traffic.
  • Track conversion events like form submissions and call back requests.
  • Optimize for mobile usage based on local, on-the-go search behaviour.

Social Media

  • Focus mainly on Facebook and Instagram due to the visual nature of your product and the demographics of the platform.
  • Post 3-4 times per week, showcasing different fence installations and customer testimonials.

Paid Advertising

  • Continue leveraging PPC on Google to target local searches for fencing solutions.
  • Consider Facebook advertising targeting homeowners in the Wasatch Front, Utah.

Content Recommendations

  • Blog posts addressing common fencing issues and maintenance tips.
  • Before and after comparison posts highlighting your installation projects.

SEO and Content

  • Incorporate local SEO strategy targeting 'Fencing Services in Wasatch Front, Utah'.
  • Create content around keywords such as 'security fencing', 'residential fencing', and 'fence installation'.

Offline and Local Media

  • Leverage local newspapers for advertisements appealing to the older demographic.
  • Sponsor local events to increase brand visibility.

Partnerships & Outreach

  • Partner with local hardware stores and gardening services for mutual referrals.

Online Networking

  • Participate in local community forums and Facebook groups to offer expert advice and increase brand exposure.

Directories

  • List your business on local directories and services like Yelp, Angie's List, and Home Advisor.

Cold Outreach

  • Direct mail campaign targeting new homeowners in your service area.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Home Security Fencing Guide' PDF download
  • 'Fencing Styles Lookbook' for email subscription
  • Online 'Fencing Cost Estimator' tool for lead capture

Tripwire Offer

  • Discounted initial inspection and quote
  • Small-scale fence repair service
  • Early bird discount for off-season installations

Welcome Sequence

  • Personalized welcome email with links to lead magnets
  • Follow-up email featuring relevant blog posts and customer testimonials
  • Third email with a special offer or discount for a consultation or service

Segmentation

  • Segment leads based on type of lead magnet downloaded or used
  • Create segments for different geographic areas within Wasatch Front
  • Segment leads based on budget indicated in 'Fencing Cost Estimator'

Chatbot and Automation

  • Set up automated responses for common inquiries on website chat
  • Use chatbot to encourage users to use 'Fencing Cost Estimator' tool

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email automation, SMS marketing, social ads, reputation management
  • Recommended improvements: Implement advanced segmentation for better targeting

Sales CRM

  • Current platform: GoHighLevel
  • Pipeline tracking or handoff process: Lead form or referral, initiate contact via text and call, attempt to close during first appointment, use CRM for continued engagement
  • Recommended upgrades: Integrate an appointment scheduling tool for smoother pipeline management

Automated Follow-Ups

  • Types of automations: post-opt-in, reactivation
  • Frequency or triggers: Trigger follow-up 24 hours after initial contact, weekly reactivation for unresponsive leads

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: 'Fence of the Week', customer testimonials, maintenance tips
  • Segmentation: By lead magnet interaction (Security Fencing Guide or Fencing Styles Lookbook)

Retargeting & Ads

  • Platforms and goals: Google Ads for search retargeting, Facebook for remarketing to website visitors

Social Media and Content

  • Posting frequency: 3 times per week
  • Content type or campaign focus: Showcasing installations, customer testimonials, fencing tips

Other Nurture Channels

  • Email: Regular updates, special offers, and educational content
  • SMS: Prompt communication, appointment reminders
  • Website Chat: Immediate response to inquiries, lead capture

3. Sales Conversion Strategy

Sales Process

  • Improve structure by recording the sales process in the CRM
  • Develop criteria for a 'qualified' lead to focus efforts
  • Implement outcome-based scripts for phone/text interactions
  • Automate follow-up contact through CRM, prioritizing non-converted enquiries
  • Measure turnaround time from initial contact to close, aiming to reduce

Sales Assets

  • Create a sales script based on FAQs and objections noted during sales calls
  • Develop a company proposal template to present to prospective customers after first contact
  • Incorporate fencing options and pricing in pitch deck
  • Document the entire sales SOP in the CRM

Testimonials and Case Studies

  • Implement a system for collecting testimonials post-project completion
  • Develop 1-2 detailed case studies from previous satisfied customers
  • Showcase testimonials and case studies on the website and use in sales calls

Conversion Rate Insights

  • Measure the conversion rate from sales calls
  • Track conversion rates from each referral source to identify highest performing channels
  • Implement CRM reports to monitor and optimize conversion rates

Urgency and Offers

  • Provide a 'fast mover' discount to immediate sign-ups (less than 24 hours)
  • Organize seasonal promotions (e.g., Spring is coming, secure the house now!)
  • Implement a referral program, offer discounts for each successful referral

Guarantees and Risk Reversal

  • Introduce a satisfaction guarantee policy for all installations - boost trust
  • Communicate this guarantee clearly in sales calls and proposals

Shock and Awe

  • Send a personalized thank-you note and care package after a successful project
  • Periodically send home maintenance tips and relevant updates to existing clients
  • Celebrate anniversary of installation with a small gift or discount on next purchase
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Initial consultation call including details on timing and cost
  • Welcome email recapping consultation, next steps, and installation timeline
  • Digital resource pack (planning, maintenance, FAQs)

Communication Cadence

  • Bi-weekly progress updates via email
  • Text notifications for major milestones or changes
  • Quick chat calls for sudden or complicated issues

Client Education

  • Guides on fence types, benefits, and lifespan
  • Maintenance tips and tricks video series
  • FAQ section addressing common concerns and queries

Personalized Touches

  • Handwritten note with final invoice after project completion
  • Small permanent plaque with Haven Fencing and installation date on gate
  • "First year" check-in call and complimentary tune-up

Visuals and Documentation

  • Before, during, and after photos shared in project summary email
  • Final invoice includes visual timeline of project steps
  • Digital copy of project specs and notes for client records

Feedback and Proactive Support

  • Post-installation survey for client feedback
  • Monitoring communication for concerns and proactive resolution
  • Yearly reminder service for maintenance or damage check

Guarantee or Promise

  • One-year workmanship warranty
  • No hidden costs, clear and upfront pricing
  • Commitment to deadline or discount on final cost

Operational Excellence

  • Respect for client home throughout installation with cleanliness paramount
  • Scheduled at client convenience within operational limitations
  • Professional and courteous communication throughout project

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted maintenance contracts for annual fence checks
  • Enable a referral program that gives discounts on future servicing for every successful referral

Upsells & Cross-Sells

  • Offer premium styles and materials for fencing as an upgrade
  • Provide complementary outdoor services like landscape design or lighting

Bundling & Packaging

  • Package fencing installation with landscape design services for a discounted price
  • Create tiered offerings based on materials, design, and servicing for differentiated pricing

Loyalty & Retention Programs

  • Launch a loyalty program where customers accumulate points for using/recommending services, redeemable for discounts
  • Offer a 'VIP' package with priority scheduling, faster service, and exclusive premium options

Custom Services and Personalization

  • Provide custom fencing design services for premium clients
  • Present clients with personalized suggestions for fence upgrades based on lifestyle and home aesthetics

Pricing Strategy

  • Provide incentives for long-term service commitments (e.g., maintenance contracts)
  • Offer periodic discounts to loyal customers

Customer Data and Insights

  • Leverage CRM to track customer behavior, identify churn risk, and provide personalized offers
  • Implement a survey system to gather client feedback, measure satisfaction, and uncover areas for growth

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% off next fencing service for referrer
  • $100 gift card to a local home improvement store for referees

Shareable Assets

  • Branded referral cards to distribute post-service
  • Posts for social media highlighting successful projects and referral benefits

Timing and Triggers

  • Ask for referrals immediately post-installation when satisfaction is highest
  • Send a follow-up email 2 weeks post-service with referral reminders

Client Success Stories

  • Encourage customers to share their Haven Fencing story on social media with a unique hashtag
  • Display customer testimonials on website and in email communications

Referral Contests

  • Quarterly "Refer & Win" draw - every referral gives an entry, prizes can be free maintenance or fence upgrades

Partner or Affiliate Programs

  • Partner with local landscapers and home improvement businesses in Wasatch Front

Thank-You Experience

  • Top referrers receive a free annual fence maintenance service
  • Personalized thank-you note with any referral-based discount

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