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Inspired Painting & Decorating

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customer is a Body Corporate Committee or Strata Manager who values quality, reliability, clear communication, and takes pride in maintaining and enhancing the appearance and longevity of their building.

Audience Type

  • B2B
  • Body Corporate Committees, Strata Managers

Industries (if B2B)

  • Real Estate Management
  • Body Corporate Management

Needs – Primary Buying Considerations

  • Quality painting services
  • Reliable and organized service provider
  • Transparent processes and communication
  • Minimal resident disruptions
  • Competitive pricing

Demographics

  • Age Range: Not specified, infer 30s and older
  • Gender: Both
  • Geography: Australia
  • Income Level: Not specified, infer high considering the cost & scope of services
  • Profession: Body Corporate Committee members, Strata Managers
  • Business Size: Multi-unit residential complexes

Psychographics

  • Lifestyle: Professional, responsible for building maintenance
  • What they value: Quality, reliability, clear communication
  • Pain Points: Balancing building aesthetics with budget constraints, minimizing disruptions for residents
  • Buying Behavior: Likely value long-term relationship with serviced-oriented provider
  • Decision-Making Roles:
  • Primary Decision Maker: Body Corporate Committee, Strata Manager
  • Secondary Decision Influencers: Building Residents
  • Support Roles: Building Maintenance Staff

2. My Message to My Target Audience

Refined Elevator Pitch

  • Inspired Painting & Decorating delivers stress-free repainting and maintenance for multi-unit complexes. Through our comprehensive in-house team, we provide durable high-quality results with minimal disruption, enabling Body Corporate Committees to extend asset life, manage budgets, and keep residents content.

Understanding Their Pain Points

  • Unpredictable quality from subcontractors
  • Stress from coordinating multiple trades
  • Disruption to residents during painting projects

Transformation

  • Reliable, high-quality painting services
  • Seamless project coordination
  • Happy residents and extended asset lifespan

Unique Selling Proposition (USP)

  • All work delivered by our trained and aligned employees, not subcontractors
  • Seamless management of all necessary trades
  • Proactive and transparent communication

Brand Values & One-Liners

  • 'Quality and consistency in every brush stroke'
  • 'Seamless management for stress-free renovations'
  • 'Strong buildings, happy communities'

Tone

  • Our brand voice is professional yet friendly, knowledgeable but accessible. We want our customers to feel cared for, reassured, and confident in our ability to manage their project seamlessly.

Hero Text Idea

  • Flag Text: 'Australia’s Trusted Painting Solution'
  • Main Headline: 'Enhance your Multi-unit Complex with Minimum Disruption'
  • Sub Headline: 'With Inspired Painting & Decorating, experience a stress-free transformation, managed by our in-house team dedicated to giving you a high-quality, durable result. Extend asset life, manage budgets confidently, and keep residents happy.'
  • CTA: 'Start Your Project today'

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

Website

  • Continue using WordPress, optimized for mobile and desktop
  • Track conversion events related to quote requests and contact us form submissions

Social Media

  • Establish presence on LinkedIn to engage directly with Strata Managers
  • Share project updates, before-after images, and tips on maintaining paints 2-3 times a week

Paid Advertising

  • Run targeted LinkedIn Ads focused on Strata Managers and Body Corporate Committees
  • Google Ads focusing on keywords such as 'multi-unit complex painting services'

Content Recommendations

  • Blog topics on paint maintenance, color trends in real estate industry, and project case studies

Directories

  • Register on directories like Yellow Pages Australia, Australian Strata Services Directory

Publications

  • Target property management and real estate publications for PR efforts, such as Property Observer, Your Investment Property Magazine

Partnerships & Outreach

  • Collaborate with local property management companies and real estate firms

SEO and Content

  • Regular blog posts focused on keywords around 'painting services for multi-unit complexes' and related services

Offline and Local Media

  • Participate in local events & trade fairs targeting real estate professionals
  • Reach out to local news outlets for feature stories on well-executed projects

Online Networking

  • Join discussions on real estate forums like PropertyChat and Property Investor

Cold Outreach

  • Targeted emails to potential clients from the Australian Strata Services Directory
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Body Corporate's Guide to Stress-Free Painting Projects'
  • Quiz: 'Is Your Building Ready for a Paint Job?'
  • Case study: 'How We Transformed XYZ Complex'

Tripwire Offer

  • Special offer for first-time clients: discounted pressure washing service
  • Reduced rate for initial site inspection and detailed proposal

Welcome Sequence

  • Email 1: Thank you and introduction to Inspired Painting & Decorating
  • Email 2: What to expect in the upcoming painting project
  • Email 3: Tips and guidelines for a successful painting project
  • Email 4: Unveiling the project schedule and timings

Segmentation

  • Segment leads based on building type: residential, commercial, others
  • Segment by project size/complexity: minor touch-ups, full repaints, maintenance

Chatbot and Automation

  • Implement a chatbot on the website to answer basic queries 24/7
  • Automate email follow-ups for leads who downloaded lead magnets but didn't reach out
  • Automate email reminders for scheduled painting maintenance clients

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • Automation capabilities: to be assessed
  • Recommended improvements or replacements: Consider HubSpot for automation, email marketing, and customer segmentation

Sales CRM

  • Current platform: Unspecified
  • Pipeline tracking or handoff process: to be designed
  • Recommended upgrades: Consider Zoho CRM for managing sales pipeline and handoffs

Automated Follow-Ups

  • Types of automations: post-opt-in, scheduling emails, reactivation sequences
  • Frequency or triggers: Welcome sequence post opt-in, Monthly check-in emails, Reactivation email after 6 months of no interaction

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Project highlights, paint maintenance tips, industry trends
  • Segmentation: Based on building type and complexity

Retargeting & Ads

  • Platforms and goals: LinkedIn Ads targeting Strata Managers, Google Ads for keyword-specific lead generation

Social Media and Content

  • Posting frequency: 2-3 times a week on LinkedIn
  • Content type or campaign focus: Project updates, painting tips, industry trends

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars about painting and maintenance trends in the real estate industry

Other Nurture Channels

  • Chatbot: Introduction and basic query solving, guiding to contact form for detailed queries
  • Email: Follow-ups for leads who downloaded lead magnets but didn't contact

3. Sales Conversion Strategy

Sales Process

  • Review & refine sales process, focusing on reducing friction points:
  • Clean, simple contact form for enquiries on the website
  • Automated email confirmation after enquiry submission
  • CRM reminders for Site Inspection scheduling
  • Detailed Proposal shared digitally for committee review
  • Online booking system for scheduling & commencing work

Sales Assets

  • Standardise and document the sales process with SOPs
  • Develop Objection-Handling scripts, specifically for budget and timeline concerns
  • Create a visually appealing company pitch deck
  • Safeguard proposal templates with a focus on transparency and detail
  • Link to case studies in the proposal to showcase expertise and results

Testimonials and Case Studies

  • Implement a system to seek testimonials after project completion
  • Showcase testimonials on the website and include in proposals
  • Develop case studies to exemplify project methodology and results
  • Promote case studies through the blog, social media and email

Conversion Rate Insights

  • Install Google Analytics and set conversion goals to capture form submissions
  • Monitor channel-specific conversion rates to identify high-performing marketing sources
  • Constantly iterate on the sales process based on data insights

Urgency and Offers

  • Offer limited-time discounts for commitments within a week of proposal receipt
  • Promote early bird discounts for projects scheduled months in advance
  • Develop referral programs with incentives for existing customers
  • Present seasonal offers targeting building renovations during summer months

Guarantees and Risk Reversal

  • Highlight employee-driven service delivery for consistency and quality
  • Offer satisfaction guarantees detailing remedy process for any issues
  • Provide transparent and detailed contracts eliminating hidden costs

Shock and Awe

  • Gift a branded painting maintenance kit post-project completion as a token of appreciation
  • Provide a welcome package containing company profile, past work samples, and team introduction
  • Offer complimentary color consultation as part of the lead nurturing process
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with next steps and painting project checklist
  • Kickoff call or on-site visit to plan painting project

Communication Cadence

  • Weekly update emails on project progress
  • Immediately inform about any delays or changes

Client Education

  • Guides on painting project process and timelines
  • FAQs about our painting services and team

Personalized Touches

  • Send branded gifts like mini paint cans filled with candies at project start
  • Celebrate project completion with a customized thank you note

Visuals and Documentation

  • Before and after pictures of the painted properties
  • Progress reports regularly created and shared

Feedback and Proactive Support

  • Regular check-in calls to gauge satisfaction and troubleshoot if needed
  • Quick response to feedback and proactive issue resolution

Guarantee or Promise

  • Service guarantee – "We aren’t done until you're satisfied"
  • Risk-free policies for adjustments and corrections

Operational Excellence

  • Punctuality in project timelines and communication
  • Scheduling flexibility without disruption to residents
  • Always ensuring a clean and orderly work environment

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement regular maintenance contracts with a retention discount
  • Offer a 5% discount for yearly contracts up front payment

Upsells & Cross-Sells

  • Introduce additional services such as Pressure washing and roofing as upsells
  • Cross sell associated services such as rendering and repair work

Bundling & Packaging

  • Offer package discounts for combined services (painting, washing, roofing)
  • Promote a Total Building Maintenance Package including all services

Loyalty & Retention Programs

  • Initiate a Referral Program, offering a future discount or free add-on for each successful referral
  • Start a Repeat Business Reward program, giving a discount for each additional project

Custom Services and Personalization

  • Offer a premium 'White Glove' service tier, including priority scheduling and dedicated project manager

Pricing Strategy

  • Introduce tiered pricing for packages featuring multiple services
  • Increasing prices on premium tiers, while maintaining value by adding additional service features

Customer Data and Insights

  • Monitor project completion rates and timeline adherence as key performance indicators (KPIs) for customer satisfaction
  • Regularly survey customers to identify areas for growth and improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next project for successful referral
  • Provide a gift card redeemable at a popular local spot for each successful referral

Shareable Assets

  • Branded 'before-and-after' images to show project success
  • Ready-to-send email templates for referring contacts

Timing and Triggers

  • Request referrals after project completion, during walk-through and handover
  • Automated email to request referrals after successful project completion

Client Success Stories

  • Collect testimonials and turn them into case studies on website
  • Feature top testimonials in social media posts and encourage sharing

Referral Contests

  • Conduct bi-annual referral contest with a free project maintenance service as reward

Partner or Affiliate Programs

  • Partnership with local trade services (electricians/plumbers) for cross-referrals

Thank-You Experience

  • Send personalised Thank You video from the team for successful referrals
  • Premium referrers to get a recognition on the 'Referral Wall of Fame' on website

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