Dealer News  
BUSINESS PLANNING  
Preparedness Meter: Are You  
Ready for the Next Recession?  
ince the end of World War II, the  
U.S. economy has experienced a  
recession about every six years.  
The most recent, which was one of  
the worst ever, officially ended in the  
summer of 2009, but its effects are still  
being felt today. So by historical stan- near future, he said it’s likely to be want to give away a large amount of  
dards the U.S. is overdue for another much less severe. material.” Bairstow said it’s a good  
downturn. Is your business ready? “Statistically, we are highly unlikely tactic that can generate tons of names  
A recent webinar sponsored by to see a recession as large as the last with a low cost at the end of the day,  
In 2015, 21 percent of leads were coming  
from mobile. In 2016, it’s up to 32 percent,  
a 50-percent increase in one year.  
—Todd Bairstow, Keyword Connects  
S
improveIt360,theCertifiedContractors one,” Clark said.  
especially if the contest goes viral on  
Network and Keyword Connects  
Todd Bairstow of Keyword social media.  
offered lead-generation strategies to Connects then discussed lead-gener-  
Embrace mobile as a marketing  
prepare home-improvement profes- ation strategies with an emphasis on tool. Bairstow said people ages 45 and  
sionals for the next recession. It also digital media. up are converting on their phones  
provided general tips for any business  
to survive an economic rough patch.  
Build your e-mail list now, not thanks to forms that are easier to use  
later. Bairstow urged webinar attend- on mobile platforms. “They’re filling  
Tim Clark, director of communica- ees to “collect e-mails everywhere. out these forms on their phones like  
tions for improveit360, said the most Get them at home shows, showrooms, never before,” he said, adding that  
recent recession was more like a Great during in-home visits, on your web- mobile-friendly “responsive” sites  
Depression for the home-improve- site via informational offers and over will show up more often in Google  
ment industry. Many companies went the phone. Train your phone reps to searches. “In 2015, 21 percent of leads  
out of business, and many others were get those e-mail addresses.”  
were coming from mobile,” Bairstow  
forced to get by with much lower rev- Use sweepstakes to build bigger said. “In 2016, it’s up to 32 percent, a  
enues. And while the U.S. might be lists. These can be controversial, he 50-percent increase in one year. This  
due for another said. “Some folks swear by them, oth- is happening stunningly quickly. It’s  
recession in the ers don’t like them because they don’t faster than I’ve ever seen something  
happen in online marketing.”  
Text and win. “More than 90 per-  
cent of people read a text message  
Be Prepared  
Tim Clark, director of communications for  
improveit360, says it’s important for door  
and window companies to brace for the next  
economic downturn. Here’s his advice:  
plan;  
within the first three minutes of  
receiving it,” Bairstow said, noting  
that millennials are especially fond of  
texting. “Use text messaging to reach  
those homeowners you can’t reach  
by phone. It increases contact rate on  
data leads from all sources, improves  
appointment set rate and lowers cost  
per issue/cost per appointment.” He  
also said it’s good to use texting in  
addition to phone calls to confirm  
appointments. An added bonus – it’s  
simple. “You can integrate texting into  
your CRM pretty easily and imple-  
ment a strategic texting plan. The pro-  
Have a “worst-case scenario” cash-flow  
Stay as lean as possible;  
Look for new marketing opportunities;  
Stay in touch with past customers;  
Keep customer service at the forefront;  
Hire not fire, because you don’t want to get rid  
of your best people;  
Know your numbers;  
Streamline processes;  
Talk to peers, and;  
Keep generating leads.  
cess is completely automated.”  
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Door & Window Market  
www.dwmmag.com  

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