I’m often asked, “Where do we start? Where should we canvass?” You have the answer right in front of you, but so many home improvement companies overlook their biggest asset… your customer list.
In 1991 during the Gulf War the General leading US ground forces, General Norman Swartzkoff, believed the wisest strategy was to only fight the battles he couldn’t lose. A strategy more home improvement companies should adopt. You don’t want to spend time canvassing neighborhoods that will produce few leads. Why would you target a neighborhood where only a few homes will take advantage or qualify for the opportunities you present? You want those “target-rich” neighborhoods where you can capture the most homeowners that will qualify.
But how do you know which neighborhoods to target. I suggest you go back to your past customers; the neighborhoods where you had the greatest, even moderate success. These are areas that are a good indicator of the types of people who are buying. Depending on how long ago you canvassed those neighborhoods you often can go back in.
So how often can you go back? 3 months? 6 months? It’s based on how much territory you have and how much of it you’ve canvassed. Often when I get on sight with canvassers and they show me their territories I see a lot more territory than they’ve identified. It’s like the farmer who doesn’t cultivate plant and farm his land fully. He may overlook the weed-filled field because he doesn’t think its sole is rich, but in time the land nurtures itself. Economies and time change neighborhoods and if you haven’t been there look at going back.
If you have canvassed an area recently, then analyze the demographics of the neighborhoods; the age, style of the homes, building materials, the builder, etc. and look for commonalities and identify similar neighborhoods. Then drive out to those areas and check them out before you send canvassers in.
There are two other ways to identify neighborhoods; one, go out and get lost, second, learn from your canvassers.
Have you ever moved into a new area that you’re unfamiliar with? You spend the first couple of weeks getting lost regularly, but after that you know the area like the back of your hand. The same is true identifying areas to canvass. Go out, drive around and get lost. Before you go out define the criteria you’re looking for in neighborhoods. Once you’ve identified areas research them with County Auditor records for construction dates, property values, etc. I’ve found when neighborhoods hit the 15 year mark things on the homes are getting ready to “pop.”
Most people know what’s going on with their homes, but by human nature people will put off contacting a home improvement company; therefore they procrastinate. You may be familiar with the “7-year itch.” When the economy and the housing market was much stronger studies showed people often got the itch to move out of their home every 7-years. Today people are looking for was to stay longer. It doesn’t mean they don’t have the itch to move, but many can’t and my canvassing system is designed to help them scratch the “itch”.
Secondly, rely on your canvassers to bring you back “intel” on neighborhoods. Driving from your office to the neighborhoods they’re going to canvass I’m sure they pass a lot of other areas. Give them the criteria you’re looking for and make it part of your daily meeting.
Never think there’s nowhere new you can canvass. Just as I’ve discussed over the past few articles about the canvasser’s attitude, you as an owner and/or manager have to keep a positive attitude because you’re leading the troops. They’re taking their lead from you.
Next month I’ll define the criteria I used in my home improvement company for identifying the “target-rich” areas as well as how I enlisted the canvassers in the entire process.
I’ve been working on a canvassing video training series specifically for home improvement companies. It’ll be titled, “Canvassing Profitably in the New Economy.” As a member of my blog you’ll receive advance information about the program before it’s released throughout the industry.