So you just sealed the deal with a client and they've hired you to install your grand landscape plan.

Congratulations!!!

There can be many weeks in between signing a contract and starting the actual work. While you're lining up your subcontractors and ordering your materials in anticipation of the start date, I want you to think about something else just as important--Marketing! I'm talking about building a "Buzz" in the neighborhood leading up to the start of construction.

There are some easy and inexpensive ways to do this. I'll start with the simplest.

1. Introduce yourself to the neighbors

I typically do this as the project is just beginning, but you can just as easily introduce yourself to the neighbors a week or so before the project begins. I do this for a couple of reasons. First, I'm a general contractor without a crew of my own. I don't have equipment, or even a car, with my company name on it. So before all of my trades invade the neighborhood, I introduce myself to the neighbors and let them know this is MY project.

Second, I encourage the neighbors to call me if they have any concerns or questions about what is happening next door. I want to know if they are being inconvenienced in any way.

2. Door hangers

Door hangers can be pretty tacky. Most I've seen are just a generic list of services with a hole at the top. If you're going to spend money on this, you better have well defined intentions. I recommend using these for 2 primary purposes. First, tell others in the neighborhood exactly where you are working and what you are doing--"We are renovating the front yard at 149 Maple Street and adding a flagstone patio. Check it out as you drive by."

Second, use the door hanger as an opportunity to drive people to your company website. Once they are on your website, you are going to capture their contact information by offering them a newsletter or "tip of the week" right? Then you can market to them in the future.

3. Job site signs

As with #1 above, I want the neighborhood and passerby's to understand this is MY project. My sign is the only one allowed on site. My trades have their company vehicles as billboards, they don't get to have a sign as well.

Like door hangers, have some purpose when using a job site sign. First of all, get it on site as early as possible. Even if it's 6 weeks before construction starts. These can be as simple or as extravagant as you like. It's not so much what the sign looks like, it's HOW YOU USE IT.

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Job site signs are like two guys who walk into a bar together. One looks like Tom Cruise and the other like Ron Howard. The Tom Cruise look-alike just stands around waiting for women to approach him. The Ron Howard look-alike has some intentions. He doesn't wait around, he goes after the women. Tom leaves by himself, Ron leaves with a companion.

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You can do a few things with a job site sign. Like realtors, include a plastic box or tube in which you can leave brochures, rack cards, post cards, whatever you have. I once had a small sign made that simply said "COMING SOON". This sign attached to the top of my regular sign. This built up some anticipation in the neighborhood.

You can also use your sign to direct people to your website. You could add the words "See what this garden will look like completed at "YourWebSite.com/drawingboard". Add the design rendering to your website so people can view it. This will create some serious anticipation and buzz around the neighborhood. You could do this same thing with your door hanger.

One last thing to remember--You will need to get your clients permission in order to do these things. Don't put their address on a door hanger without asking first.

Again, congratulations for getting the contract. Now don't forget about the marketing!!!

All the best,

Chris Heiler, Editor