Generation Y is getting older, they’re buying homes and they are now starting to improve and remodel the homes they own. As more and more of them grow older the number of Gen Y homeowners will quickly grow. Therefore, they will quickly become a major share of the potential prospects for remodelers and other contractors. In an earlier blog about prequalifying and selling to Generation Y, I discussed the fact that members of Gen Y are used to getting information instantly and for free using key word Google searches to find internet content. Technology and the internet have definitely defined how Generation Y does all their research and makes their remodeling or home improvement buying decisions. Having a contractor web site and what is put on it for information will make or break whether Gen Y prospects will be doing business with a remodeling contractor or not.
There are two ways to think about the title of this blog
First, if you don’t have a web site, or if your site doesn’t offer the information Gen Y is looking for, they won’t bother with your business if another remodeler’s business does. Second, if your web site doesn’t explain how you do business as well as the kind of projects your willing to do, internet savvy gen Y remodeling prospects will move on. Remember, they’re probably not going to call you to find these things out. They’ll just go back to the Google search page and find another contractor’s site that does. So, if you want them to attract them and you want to motivate them to do business with your remodeling company you better make sure they find what they are looking for when they find your contractor web site.
“Knowledge is knowing a tomato is a fruit.
Wisdom is not using it in a fruit salad.”
What if you want them to go away?
Yes, you read that right. Not all Gen Y prospects will be right for a remodeler’s business. Their motivations to buy and what will be important to them may not be a match with what you offer, who you have on staff or how you do business. Working with the wrong customers can also compromise profits and might not be very satisfying for the business owner or employees. If you want to maintain a defined business process, and remain in control as you do business and produce your projects, you need to avoid working with customers who would probably be better off working with some other remodeling contractor.
To help Gen Y prospects prequalify themselves before they contact you (or for that matter prospects from any generation) make sure the content you put on your site has been strategically decided and written to serve this purpose. For example, if you charge for design services make that clear on your site. Or, if you won’t allow customers to provide any of their own materials make sure you discuss this fact on your web site. Conversely, to attract the right prospects, explain why you charge for design or won’t allow them to provide the materials. Blogging is a great way to accomplish these goals. Who knows, your logic might just discourage some prospects from wanting to provide their own materials or go with a contractor who offers free design!