R.J. Norton Residential Contracting in Ottawa knows exactly what he is doing.
“Probably we drop about 100 fliers–we get 10 to 15 callbacks, and for 10 houses, each house provides between $1,000 and $2,000 worth of work” — that translates to between $10,000 and $20,000 in sales for as little as three hours effort.
Norton says the handwritten format works best — many people think each note is personally written, he says. He adds that most of his business comes when he actually speaks to someone at the doorstop — and other business comes from referrals as neighbours see the work being done. But 20 to 30 per cent of his business is from callbacks from the handwritten photocopied note.
I showed the note to a couple of people, and they laughed, amazed at how unprofessional it looks. But Rob Norton has the last laugh. He is employing a crew of between three and five workers, and doing thousands of dollars of business.
Truly effective construction marketing sometimes does not need to be sophisticated at all. What really matters is whether it works.
After I posted this entry in September, 2007, I tried to reach Norton to verify the claims here. I validated his is for real — by speaking with his mother, who described his business — but could never connect with him directly, so these claims may be overstated. But it s a great story, nonethelesss.
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