“Who’s really watching the kids?”
Don’t get me wrong. I love “Associations” as much as the next guy, sort of. Associations make us feel good! They make contractors feel validated and customers feel safe. The right ones have great educational components, safety updates and industry insights. But as a “stamp of approval” or ” trust these guys” type of service, are they really still relevant?
As a contractor, we have nestled nicely into the web….errrr “umbrella” of loads of different associations over the years. As we paid out thousands of dollars per year to be on lists of “Preferred Contractors” or “Approved Installers” as well as many important, ” no – WE – are the good guys” associations, ( of course always after careful screening…) I started to feel a bit like when you were a kid and you pee’d in your dark coloured corduroys! You felt all warm inside, but nobody really noticed! Again, I am sure that there are dozens of wonderful and valid associations out there that are set up with the very best of intentions and the most judicious of membership fees…..I just wonder, if they are still relevant in our Google and Social media driven world?
Back in the “good old days” when we sped around STANDING in the front seat of our Dad’s cars, squinting through the cigarette smoke Mom blew our way while seat belts flapped in the breeze, we needed ” Associations” that protected consumers from the likes of people such as the Tin Men of the 1950’s and 1960’s and their shady sales tactics.
Nowadays, Social Media, demon or diva that you see it, reaches more people in a few minutes than any association notification stuck to a post office wall might ever have done in the past. Background information is, literally, a few clicks away and unsolicited information, recommendations and condemnations abound at your finger tips. Taken in balance, it would stand to reason that there is likely never been a more “Google-ized” buying public in the history of renovation-kind. With more information, pictures and insights into a project you want to embark upon that ever before in history.
What is the best thing for a young contractor or a small company to do then, to get the “good word” about their company out there then?
Not surprisingly, doing a GREAT job and keeping your promises would seem to be the ticket. Doing good work and telling everyone, or better still, having everyone you work for tell everyone. But what “association” will best help with that? Last year a staggering 78% of our sales were from people who we had worked for in the past or who had a close family member or friend we had worked for who then searched us out on Social media or our Web site. The rest came roughly split evenly from our Ad in a prominent local lifestyle magazine “Grand Magazine” and the rest came from road signs and people who had seen our trucks at a neighbors. One lady told me she even turned around and followed one of our trucks through a Tim’s drive-thru to get our number….
As I stated earlier, I have noting against any associations or the people who are members of them. I like to be noticed and appreciated as much as any other contractor. I just think there has never been an easier time for customers and supporters of what we do, to get the word out about their positive experiences with us and as good contractors we should do all we can to encourage them to do so. After all – coming back to the office and opening your Social Media in box to see something like this – gives the most potent validation of all…
“Beyond impressive. And as much as I was blown away by his concept for our back yard I was even more impressed by his philosophy and the way he chooses to treat his employees. You are a pioneer John Swarbrick. So glad to be working with you on this project!” K.G
Thanks for taking the time to read….
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