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Lionheart Custom Homes Inc.

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Lionheart Custom Homes' ideal customer is an established, discerning individual with a legacy mindset, valuing excellence, artistry, and trust equally. This includes entrepreneurs, executives, and professionals aged 35 or older, seeking homes that reflect their life story and achievements.

Audience Type

  • B2C
  • Captains of industry, wealthy families, C-level executives

Needs – Primary Buying Considerations

  • Demand for high-quality craftsmanship and design
  • Desire for a seamless, calm, confident construction process

Demographics

  • Age Range: 35 or older
  • Gender: Not specified
  • Geography: Canada
  • Income Level: $400K–$2M+
  • Profession: Entrepreneurs, executives, and professionals

Psychographics

  • Lifestyle: Established, financially successful yet humble
  • What they value: Time, craftsmanship, collaboration
  • Pain Points: Desire for clarity and calm in the construction process
  • Buying Behavior: Invests in relationships, precision, long-term value
  • Decision-Making Roles:
  • Primary Decision Maker: Client
  • Secondary Decision Influencers: Design industry professionals
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Lionheart Custom Homes Inc. provides legacy-minded homeowners with enduring, bespoke residences through our fearless precision and white-glove process, so they can dwell in a space that celebrates their story.

Understanding Their Pain Points

  • Struggle to find construction partners who value excellence and artistry
  • Discontent with homes that do not reflect their life’s journey
  • Anxiety over lack of transparency in pricing and processes

Transformation

  • Secure in a luxurious, calculated investment that enhances peace and beauty
  • Celebrate life’s milestones in a space crafted with artistry and intention
  • Enjoy peace of mind from our transparent, communicative approach

Unique Selling Proposition (USP)

  • Redefining luxury construction with our fearless precision and design collaboration
  • Clear systems, Transparent pricing and Milestone reviews provide lump-sum certainty
  • An exclusive, white-glove process that culminates in a Red-Carpet Reveal experience

Brand Values & One-Liners

  • "Extraordinary Design, Refined in Every Detail"
  • "Crafting Spaces That Celebrate Your Story"
  • "Boldly Build, Live Intentionally"
  • "Lionheart: More than a Builder, Your Legacy Partner"

Tone

  • Our brand exudes confidence and artistry while maintaining a level of warmth, honesty and intimacy. Our messaging is intended to evoke feelings of trust, legacy, and bold living.

Hero Text Idea

  • Flag Text: "Canadian Crafted Legacy Homes"
  • Main Headline: "Bespoke Residences & Renovations that Gather Generations"
  • Sub Headline: "With Lionheart, invest in a tailored, enduring space that respectfully honours your journey and puts you at ease."
  • CTA: "Begin Crafting Your Legacy"

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

Website

  • Update website with refined messaging based on Elevated Pitch, USP and Pain Points.
  • Track conversions for 'Begin Crafting Your Legacy' CTA.
  • Mobile Friendly Website due to high mobile usage among target audience.

Social Media

  • Instagram: Curated, appealing photos of completed projects, stories for works in progress, 1 post every two days.
  • LinkedIn: Professional updates, network with industry professionals, weekly posts.
  • Houzz: Largely popular in interior design and housing industry, weekly updates of projects.

Paid Advertising

  • Google Ads: Targeted search campaign for 'luxury custom homes'.
  • LinkedIn Ads: Target ads to executives and professionals within Canada.
  • Facebook Ads: Retarget website visitors to increase conversions.

Content Recommendations

  • Blog posts: 'The Making of a Custom Home', 'The Importance of Home Legacy', 'Inviting Artistry into your Living Spaces'.

Podcasts

  • 'The Modern Craftsman': Discuss the blend of artistry and precision.
  • 'Design Matters': Explain the design process of custom homes.

Partnerships & Outreach

  • Partner with high-end Interior Design firms.
  • Attend networking events with Real Estate Agencies.
  • Art Galleries collaborations for home staging and design.

SEO and Content

  • Optimize website with keywords such as 'custom homes Canada', 'luxury home builder', and 'legacy home design'.

Offline and Local Media

  • Sponsor local art events.
  • Billboards in affluent neighborhoods.
  • Direct mail to high-income zip codes.

Online Events

  • Host webinars on creating the perfect legacy home.

Online Networking

  • Join dedicated Reddit communities and Facebook groups.

Cold Outreach

  • LinkedIn outreach to professionals in target demographic.

Directories

  • Get listed on Canadian Builders Directory and Renova Luxury Renovations.

Publications

  • Target Luxury Home Design magazines such as Luxe.
  • online publications like House & Home.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Guide to Building Your Legacy Home': A detailed step-by-step guide helping potential clients understand the process of constructing a legacy home and the role Lionheart plays in it.
  • 'Legacy Home Design Inspiration': A curated collection of Lionheart's past projects to inspire potential clients about their own homes.
  • 'The Legacy Homeowner Checklist': A checklist of things to consider when planning for a custom, legacy home.

Tripwire Offer

  • 'Property Assessment & Feasibility': A discounted initial assessment of the client's property and vision, applicable as a credit towards the Pre-Construction Retainer Agreement.
  • 'Design & Pre-Construction Brainstorm': A mini session where potential clients can explore design options and get a taste of Lionheart's design process.

Welcome Sequence

  • Email 1: Deliver the lead magnet and introduce who Lionheart is and what they stand for.
  • Email 2: Share a client story – how their legacy was brought to life.
  • Email 3: Explain the Lionheart process and invite to 'Property Assessment & Feasibility' or 'Design & Pre-Construction Brainstorm'.

Segmentation

  • Potential clients segmented by interest (new build, renovation, size of project, etc.)
  • Existing clients segmented by project phase (discovery, design, construction, post-production).

Chatbot and Automation

  • Implement on-site chatbot for immediate answers—integrate with CRM.
  • Set autoresponders for lead magnet sign-ups, delivering immediate value.
  • Automate follow-up emails after discovery consultations.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot; ideal for medium-sized businesses and offers comprehensive automation capabilities.
  • Automation capabilities: Lead scoring, email automation, CRM integration.
  • Recommended improvements: Implementing segmented contact lists and personalized communications.

Sales CRM

  • Recommended platform: Zoho CRM; affordable, caters to all types and sizes of businesses, easy integration with various platforms.
  • Pipeline tracking: Clear dashboard for lead and deal tracking.
  • Recommended upgrades: Enable automatic field updates and reminders based on lead activity.

Automated Follow-Ups

  • Types of Automations: Welcome sequence, reactivation, discount reminders.
  • Frequency: Welcome sequence immediately after signup, then based on user interaction.

Newsletter

  • Frequency: Bi-monthly.
  • Topics or content pillars: Project highlights, craftsmanship insights, design trends.
  • Segmentation: Newsletter content varies depending on lead interests and project phase.

Retargeting & Ads

  • Platforms and goals: Google Ads for lead generation, LinkedIn Ads for B2B networking and visibility, Facebook Ads for increasing brand awareness.

Social Media and Content

  • Posting frequency: 1 post every 2 days on Instagram, weekly LinkedIn and Houzz updates.
  • Content type or campaign focus: Showcase designs, construction process, completed homes, testimonials.

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars to educate audience on legacy-building, craftsmanship, and design trends.

Other Nurture Channels

  • On-site Chatbot: Quick, automated response to site visitors, integrated with CRM.
  • SMS: Periodic updates and reminders to leads showing high interest.

3. Sales Conversion Strategy

Sales Process

  • Refine the existing 7-step process with automated emails at each stage, further reducing churn.
  • Implement a CRM to manage leads, track meetings, and automate follow-ups.
  • Create a 'Not Right Now' contact list for non-committed prospects for periodic re-engagement.

Sales Assets

  • Craft personalized pitch decks showcasing previous projects relevant to each prospect.
  • Develop a detailed proposal template to present costs, timelines, and designs.
  • Curate a library of industry trends, designs, and materials to assist clients during the design stage.

Testimonials and Case Studies

  • Systematize collection of testimonials post Grand Reveal celebration.
  • Showcase testimonials on the website, social media, and in proposals.
  • Develop case studies of successful projects for presentation during the discovery consultation.

Conversion Rate Insights

  • Set a goal of increasing the conversion rate by 15% within the first quarter.
  • Use website and social media analytics to discover warm lead sources and improve targeting.
  • Implement A/B testing on website CTAs to identify the most effective wording and design.

Urgency and Offers

  • Establish limited time offers like early bird pricing on new design concepts.
  • Offer a referral bonus for past clients who recommend new prospects.
  • Create seasonal offers aligning with popular construction timelines in the market.

Guarantees and Risk Reversal

  • Highlight the Pre-Construction Agreement as a risk management tool.
  • Outline the budget-contingency mechanism to handle unforeseen construction expenses.
  • Assure prospects of post-completion support ease any concerns of potential future problems.

Shock and Awe

  • Send a personalized thank-you note along with a Lionheart-branded gift after the discovery consultation.
  • Provide a curated 'Homeowner Essentials' guide after contract signing, adding value and showing expertise.
  • Conduct a VIP pre-construction site tour, showcasing the professional setup and transparency of Lionheart's process.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcoming new clients with a personalized letter containing an outline of the project schedule and milestones.
  • Introducing the client to the team via a 'Meet your Home Builders' digital booklet.

Communication Cadence

  • Weekly update emails, highlighting achieved milestones and next steps.
  • Monthly face-to-face or video meetings for transparency and relationship building.

Client Education

  • Home maintenance guide provided during the handover, ensuring proper care of the custom-built home.
  • Videos showcasing construction stages, for transparency and client engagement.

Personalized Touches

  • Luxurious leather-bound blueprint book of client's custom home.
  • Gifting clients a custom brass door-knocker with their family crest upon project completion.
  • Celebrate significant milestones with small curated events.

Visuals and Documentation

  • Progress tracking with before, during and after photos cataloged in a digital folder.
  • Live webcam feed for clients to see construction progression in real time.

Feedback and Proactive Support

  • Post-construction surveys to gather feedback and identify improvement areas.
  • Access to a 24/7 line for home maintenance-related queries, establishing a lifelong support system.

Guarantee or Promise

  • Two-year systems and 10-year structural warranty, exceeding industry standards.
  • A 'no surprises' guarantee - no extra or hidden costs post contract signing.

Operational Excellence

  • Adherence to 'On-time and On-budget' principles - enhancing trust and accountability.
  • Ensuring prime crew appearance and conduct; each team member becomes an ambassador for Lionheart.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a service maintenance contract for annual or bi-annual check-ups
  • Offer renewal incentives such as complimentary on-site consultations

Upsells & Cross-Sells

  • Introduce upgrade opportunities like premium material usage or design customizations
  • Promote comprehensive renovation packages alongside construction services
  • Cross-sell interior design consultation services

Bundling & Packaging

  • Launch bundled offers combining design, construction, and renovation services
  • Offer tiered home construction packages based on scope and exclusivity

Loyalty & Retention Programs

  • Implement a client referral program with benefits like discounts on future services
  • Develop a loyalty program rewarding repeat business and contracted services

Custom Services and Personalization

  • Upsell premium services such as customized features or white-glove project management
  • Differentiate tiers of service based on personalized deliverables (planning, design, construction)

Pricing Strategy

  • Offer discounts or added value for long-term contracts
  • Consider value-based pricing for large-scale, comprehensive projects

Customer Data and Insights

  • Implement CRM to track customer engagement, contract renewal, and upsell opportunities
  • Assess patterns in upsize or renovation needs to propose future services

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a commissioned discount for both referrer and referee on their next project.
  • Provide exclusive design services or upgrades at no additional cost for referrers.

Shareable Assets

  • Curate a set of professional photographs of completed projects for clients to share on social media.
  • Design brochures and business cards featuring finished projects.

Timing and Triggers

  • Encourage referrals after the Grand Reveal Celebration, when client satisfaction and excitement is highest.
  • Automate email reminders to ask for referrals three months after project completion.

Client Success Stories

  • Collect client testimonials at the completion of each project and feature them on the website.
  • Create a series of case study videos to share online and in email marketing.

Partner or Affiliate Programs

  • Establish collaborations with design industry professionals on a referral basis.
  • Create an ambassador program for satisfied clients to share their experience in their networks.

Thank-You Experience

  • Send handwritten notes to top referrers, personalized with memories from their project.
  • Fulfil a one-room interior design consultation for referrers who bring in a certain number of referrals.

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