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  How to Harness the...
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If you’re struggling to find the time, money, or resources to do all your marketing manually, marketing automation could be the solution your home service company has been looking for. Marketing automation involves the use of software to automate your marketing efforts and increase the efficiency and effectiveness of your marketing strategies. This makes it an invaluable tool to HVAC, electrical, plumbing, and carpet cleaning companies alike.

One of the best ways of using marketing automation is in your direct mail marketing campaign. If you’re not doing direct mail marketing, it’s definitely something you should consider. With 42% of people reading or scanning direct mail, it can be a very effective personalized approach to customers. 

In this article, we’ll discuss the importance of marketing automation and how direct mail can fit into your marketing flow.

Tips To Get Started With Direct Mail

Direct mail is a strategy that does take some time and research. With that, here are some tips to get you started on automating your direct mail campaign today. 

1. Collect Customer Data

To get the most out of a direct mail marketing campaign, automated or otherwise, you need to have some user data. Without user data, you could end up sending postcards out to people outside your target demographic, wasting time and money in the process. If you’ve ever operated any marketing campaign, you should be able to access some user data concerning the age, gender, and basic location of your target audience. 

You can also collect relevant user data by monitoring individual actions on your website. Which of your service pages garner the most clicks? What time of year do people visit your website the most? This is actionable information that you or an outside agency can use to customize your direct mail to suit your audience. 

2. Decide What You’d Like Mailed Out

If you’re working with a limited budget, you can opt for automating cheap direct mail. This could be basic postcards with thank you messages, discount codes, or information about an upcoming promotion. 

Do you have a larger budget and want to send direct mail packages? Consider what types of items you’d be sending, how much they’d cost, and whether you’d get a return on that investment. Many companies use direct mail to send out free merchandise and other gifts that foster loyalty and indirectly promote the business. Please note, automated mailing software makes it much easier to manage your budgets and inventory for this type of campaign.

3. Use a Sending Platform

Once you have actionable customer data and an idea of what you’d like sent out, you should acquire the right marketing automation software. In the case of automated direct mail, the software you’d be looking for should include some type of sending platform.

A sending platform is a marketing tool that you can use to manage your direct mail campaign. This software enables you to create user groups, assign budgets, track inventory and deliveries, and much more. It can help you manage the various details that go into a direct mail campaign, saving you a considerable amount of time in the process.

You can use this software to implement direct mail into your ongoing marketing campaigns. Be sure to set up triggers, such as someone interacting with your website in a particular way.

4. Start Small

If you’re completely new to direct mail, there’s nothing wrong with starting small with something like postcards. Before you commit to sending physical products, you can first send out one round of postcards to people living in your service area. By including some sort of promotion or discount code on the card, you could gain valuable data about how many people would be receptive to receiving regular mail from your business.

5. Test Your Messaging

To harness the power of an automated direct mail campaign, you’ll need your mail to have the right look and messaging. A simple and low-cost way of testing your messaging is to send several types of mail to different people. Are you having trouble deciding between postcards and lead letters? You could send one batch of postcards to one group and one batch of lead letters to another. With an automated campaign, you can analyze the response rates from each. This will allow you to determine which is performing better with your recipients.

Wrapping Up

Home service companies like HVAC, electrical, and plumbing businesses often underestimate the automated marketing tools at their disposal. The reality is, taking advantage of these newer technologies is a fantastic way to set your business apart. Software offering automated direct mail services can help you build stronger relationships with your customers and drive revenue, all while being efficient and cost-effective.

KEEP READING: Boosting Your Direct Mail Response Rates

The post How to Harness the Power of Automated Direct Mail appeared first on Customer Lobby.

on 12/23/2021
  Is Direct Mail...
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With the meteoric rise of digital marketing—9% compound annual growth—some people expected email to surge forward and wipe out the direct mail marketing industry altogether. But that hasn’t happened, and direct mail remains a key marketing tool for owners and operators of plumbing, electric, HVAC, carpet cleaning and other similar companies.

In this article, we’ll discuss why direct mail marketing is still effective and what you can do to launch your own campaign.

Challenges Of Direct Mail

To start, understand that direct mail is not for a one-size-fits-all approach. Once you decide to use this strategy, keep in mind you may have to wait to see results. Be sure to time your distribution appropriately, avoiding times of the year when people receive a lot of mail, i.e., the holidays.

If you have a contact list of your own, great! If not, you may need to purchase access to a mailing list. These lists are compiled by third-party companies and mailing services and can be purchased as a one-time use or long-term.

The Power of Direct Mail Marketing

Having said that, there are many reasons why you should consider launching a direct mail marketing campaign and a good reason to be positive when you look at some sample stats.

You can expect a 9% average response rate for a direct mail campaign, and that’s just from customers who can be directly associated with getting to your business because of the mailer.

While the mailer may not directly impact someone to make a phone call to your business, 92% of those who received an item of direct mail have progressed to some form of digital or online activity, such as visiting the website. And 87% went on to make an online purchase as a result.

Why Should You Think About Direct Mail?

Direct mailers are a fantastic way to get your offer in the hands of potential customers. Here are four reasons why you should consider using direct mail.

It’s Physical

People are not so used to receiving postal mail anymore and are much more accustomed to communicating through digital mediums. Promotional emails can be ignored or miscategorized as spam, meaning your potential customers will never see your offer. Providing a piece of mail with a clear offer and call to action can help drive their purchasing decisions.

It Can Be Memorable

Did you know that B2B marketers spend around 18% of their budget on direct mail and print ads? To stand out, a direct mail marketing piece should be as personalized as possible. This is why many organizations choose to handwrite the signature or attach a note that appears to be a personal message. Again, people are not used to receiving intimate messages and are more likely to pay attention.

There May Be Less Competition

Times have changed, and many companies have scaled back their direct mail campaigns in favor of email and other solutions. Many consider email more environmentally friendly, and to some, it is a lot simpler. As your competitors may be more engaged in the digital sphere, your direct mail piece is more likely to stand out and catch the attention of your prospect.

It Allows You to Be Creative

There are many different ways to approach direct mail. You could send a simple postcard, an envelope or a package of some kind. Some organizations have found great success by adopting the “lumpy mail” approach. They will purchase a small toy or gadget and include one in each package. Few people can resist the temptation to open the package to find out exactly what that “lump” is.

Wrapping Up

As you can see, there are many ways to approach this type of marketing. But for best effect, work with companies that specialize in automated direct mail services. They’ll help you to shortcut the process as much as possible so you can begin to make those gains.

KEEP READING: Boosting Your Direct Mail Response Rates

The post Is Direct Mail Marketing Still Effective? appeared first on Customer Lobby.

on 12/09/2021
  7 7 Tips for Direct...
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Direct mail services are something that every business should consider. Whether you specialize in plumbing, HVAC, electric, carpet cleaning or some other home service, sending out physical postcards to your target audience is a very underrated form of marketing. 

In this article, we’ll discuss the importance of direct mailers and how you get started on sending some to your customers.

Why Direct Mail Postcards Still Matter

In this increasingly digital and paperless world, the idea of sending out physical mail to so many people seems silly. Mistakenly viewing direct mails as obsolete, many home service companies opt for sending automated emails over automated direct mail.

The reality is, Mailchimp found that the average open rate for email was about 21%. While this open rate is impressive, especially considering how low-cost email marketing can be, it’s been found that 42% of people read or scan direct mail, giving you a higher reach.

Direct mail takes a bit more effort and tends to feel more personal, which appeals to most customers. 

Direct Mail Postcard Tips

If you’re completely new to the idea of sending out marketing postcards, don’t worry. We have the tips you need to make your direct mail marketing campaign a major success.

Here are seven tips for creating direct mail postcards that bring in new customers.

1. Don’t Overthink the Design

Many businesses end up spending a lot of time and money trying to design the flashiest postcard design possible. The good news is this isn’t at all necessary. 

Your postcards should look appealing and professional. However, your focus should be on the content and sending the postcards out to the right people. The way they look definitely matters, but the time, money, and energy it takes to create something super over-the-top probably won’t be worth it. 

2. Use a Quality Printer

You can pull off a cheap direct mail campaign, but there are some aspects you shouldn’t cut corners on. Print quality should be one of your top priorities. 

We recommend using a printer that offers a quality guarantee of some sort. This could take the form of a complimentary reprint if you find printing defects in your postcards. Otherwise, you could be paying big for postcards that make your business appear unprofessional or amateur.

3. Do a Thorough Proofread

As with any other type of written content, always take the time to proofread. You should be looking for spelling and grammar mistakes, formatting issues, run-on sentences and anything else that would make your postcards difficult to read. 

It may be wise to have a colleague look over the content as well to make sure nothing is overlooked. Worried about what sort of tone your message gives? Try reading it out loud or asking a colleague to read it out loud to get a better idea of both the tone and flow.

4. Define Your Audience

One of the best ways to save money on a direct mail campaign is to target the right audience. There are many ways to define your target audience if you don’t already have that data. You can look at your website and social media analytics, analyze your competitors, study your customer base, or use Google Analytics.

Of course, you don’t always need this sort of data to know who not to target. If you’re a home services company, for example, you may want to target homeowners rather than tenants. It’s all about who you think you’re most likely to get a response from. 

5. Drive Traffic Online

Though we’ve spoken at length about how underrated direct mail marketing is, digital marketing is still dominant. Thankfully, you can get the best of both worlds by directing the recipients of your mail to your website and/or social media pages. 

One of the easiest ways to drive traffic to your online front with your postcards is to include your business’s social media handles. You can also incentivize recipients with QR codes or coupon codes that can only be activated on your website. 

6. End With a Call to Action

Always end your postcard with a call to action, just as you would with any blog or social media post. Your call to action could be offering a sale or discount, promoting a contest or anything else that will excite readers about your business. Please note, your call to action should almost always be compelling and punchy, not wordy or complex.

7. Track Your Results

To get the best ROI for your direct mail marketing campaign, you need to have ways of tracking your success. If you included unique coupon codes in your postcards, you could keep track of how many were used in comparison to how many were sent out. If you used postcards to highlight a particular service, simply compare sales numbers on these services before and after the campaign. 

Wrapping Up

With the right approach, this campaign can increase brand awareness and drive revenue for your business. We hope this information empowers you to create a direct mail marketing campaign that attracts a wider audience for your home services company.

KEEP READING: Boosting Your Direct Mail Response Rates

The post 7 Tips for Direct Mail Postcards That Bring in New Customers appeared first on Customer Lobby.

on 11/25/2021
  7 Why Your Home...
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If your home services business depends entirely on major repair jobs or installations, you may be missing out on a source of steady income. You can increase your revenues by providing yearly home maintenance contracts and avoid the “feast or famine” cycle with guaranteed billable work.

In this article, we’ll explain what a yearly home maintenance contract is and how you can start providing them to increase your revenue today.

What Is a Yearly Home Maintenance Contract?

In a home maintenance contract, you agree to make regular visits to the home to provide routine maintenance for HVAC, electrical, plumbing, carpentry and other types of structural concerns. Customers get continuous inspection and repair for home issues for a monthly, semi-annual or annual fee. You may offer your services at a discount in exchange for the yearly contract, and you can be their quick responder in the event of emergencies.

RELATED: 5 Quick Tips to Help Home Services Providers Get Repeat Customers

How You Benefit as a Home Services Provider

A yearly home maintenance contract not only provides benefits to the consumer, but to you as the business owner. Here are some benefits you can expect.

Steady Income

Your revenues don’t fluctuate with the seasons or disasters. You don’t have as many emergency phone calls that can cost you extra for temp workers and overnight shipping for parts and supplies while causing you to postpone a job you are already working on.

More Contact Opportunities With Customers

Your brand and reputation become more valuable each time you interact with a customer. You provide savings and comfort through preventive maintenance, and this goodwill can help you keep clients while acquiring others through word of mouth.

Increased Work

Maintenance and inspections can uncover more severe issues that are not covered in the annual contract (make sure to specify). You will also be the first person the customer calls for installations and remodeling. This “pull-through work” can amount to $1 to $3 in additional income per dollar spent on maintenance.

Better Valuation of Your Business

It can be challenging to determine the value of a home services business to sell it or apply for loans. Your contract base amount determines the value of your business. For example, if you can establish an annual contract base of $500,000, you can assume you will make $2 for each contracted dollar, which equates to a potential income of $1 million. This is the figure you can use to determine how much your business is worth.

How to Structure Your Home-Services Agreements

Your agreements can differ based on services and offerings but should all include the details listed below.

Outlined Inspection

Your agreements must be based on a complete inspection of the customer’s property, with notes about the current condition and potential problems. Put these in writing as a supplement to your agreements.

Coverage Time Period

State the period for the contract. Commonly, customers pay for an annual contract, but if you want to let someone try out your service, you can offer a month-to-month agreement.

Services Covered

It’s important to specify what is covered. Your idea of “routine” maintenance and repair may differ from the customer’s ideas, so spell it out. What constitutes a major job that will not be covered by the contract?

Pricing

Set a sustainable price. Look at your labor and materials costs for the types of work covered in the agreement and provide a reasonable markup for your profit.

Renewal Policy

State what the renewal policy is in clear terms. If you offer automatic renewals, set up a system to remind customers the renewal is coming up. If you have to resell the agreement each year, keep records showing how well the contract performed so you can tell your customers how they benefited.

YOU MIGHT ALSO LIKE: 7 Tips for Direct Mail Postcards That Bring in New Customers

How to Manage Your Agreements

Now that you have an agreement, it’s just as important to manage them efficiently and accurately.

Create a record (database) of each item that will be covered in the contract. This should include serial numbers, sizes for all replacement parts, the tasks you anticipate performing, a checklist of inspection items, the location, the inspection schedule and projected hours and materials. Regarding labor costs, list an amount for hiring temporary employees for peak periods.

Be sure to track your actual costs to compare with your estimated costs. Always make notes about adjustments that need to be made when the contract is renewed.

How to Market Your Agreements

The best time to offer an agreement is after a major repair or installation. Explain the potential savings of having an annual contract. After crunching your numbers, you may provide maintenance and repair services at 50% to 75% discounts.

In cases where you haven’t done a major job for the customer, you can estimate the dollars they could save with an agreement. It is common to set aside 4% of the home’s value for maintenance. If you can beat that figure, you’ve got a sale.

It’s easier to sell low-cost service agreements than to bid on major repairs. Homeowners will find it attractive to spend a little to save a lot.

Wrapping Up

Home services maintenance agreements should be viewed as the lifeblood of your business. They can double your income, smooth out the challenges of seasonal workflows and allow you to plan your labor and materials costs far in advance. Get started with these easy-to-implement tips today.

KEEP READING: Boosting Your Direct Mail Response Rates

The post Why Your Home Services Business Should Offer Yearly Home Maintenance Contracts appeared first on Customer Lobby.

on 11/11/2021
  7 Boosting Your...
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Direct mail is an often overlooked but effective form of marketing. Many businesses can benefit from connecting with their clients through mail, particularly home service businesses.

In fact, customers find direct mail 43% less annoying than receiving marketing messages through the internet. Adding direct mailers to your marketing plan as a home services provider can connect you with your customers in a way they will actually welcome.

In this article, we’ll explain why direct mail matters and how you can use mailers to boost your business. Follow these tips to boost your response rate and ramp up your customer flow.

Why Direct Mail Still Matters

Americans love to get mail, with 56% stating they find joy in receiving mail. But direct mail is more than just a welcome alternative to endless emails. It seems that direct mail does elicit actions from recipients.

The USPS said that almost a quarter of those who received direct mail marketing communication went on to visit the sender’s physical location. This kind of communication is also easier for customers to process. Physical mail requires 21% less cognitive effort than internet-based marketing messaging.

Tips For Boosting Your Direct Mail Response Rates

So, here we are in 2021, and direct mail marketing still exists. In fact, it is actively thriving.

Where does your home services business go from here? How do you go about boosting direct mail response rates for electrical, plumbing, HVAC or any other home services you offer? Incorporate the tips below to see a boost in your direct mail response rates.

Personalize Your Communication

Don’t fall into the trap of being too generic. To optimize your response rates, add a bit of personalization to your communication. You already have some data on the prospect. Otherwise, you wouldn’t have been able to send your marketing materials to them in the first place. So put this data to work. With automated direct mail technology, you can add the name of the person you are reaching out to. You can also include details of previous interactions such as “welcome back” messages or offers linked to plumbing, electrical, carpet cleaning or other home services you have provided.

Add Color and Vibrancy

You need to make sure your messaging stands out from the crowd. Investing in a great physical mail design can go a long way in achieving this. Give your customers bright colors, smart designs and intelligent messaging. With the right service provider, you’ll still be able to achieve cheap direct mail. Meanwhile, the extra color and vibrancy will engage your audience. Deploying personalization and color together can help boost your response rate.

Focus On Your Service Area

A home services organization like yours varies from other businesses in that it is location-specific. This means you should limit your direct mail to prospects within your service area. Consider the specific needs of your local area — climate conditions and local events, for example — demonstrating your knowledge of the community.

Follow Up on Communications

Be sure to follow up on your communications. Develop a series of direct mail marketing messages and nurture your customers toward conversion.

While some audience members will be ready to convert immediately, others may need a bit of encouragement. Use customer data and automation to optimize this. For example, if a lead has already expressed an interest, you could remind them of your services and nurture them further.

On the other hand, if they have already converted in the past, you could offer support or a follow-up service to boost their full life-cycle value.

Bolster Your Brand

Tie your messaging into your brand. Use the same color schemes and visuals you use on your website. Be sure that your audience immediately recognizes who you are and what you offer. Use similar language in your web content and your physical mailouts to create brand harmony. All your communications should help to build brand loyalty and engagement. 

Strategize Your Offers

Be strategic when it comes to offers. Perhaps winter is on its way, and you want to offer winterization services and heating repair to help your customers get ready. Maybe you have a specific service to tie into an upcoming holiday or event, like a tie-in with Thanksgiving or the Fourth of July. This kind of timely communication will energize your audience.

You can also build engagement and interest by releasing a series of marketing materials in the run-up to a product or service launch. This will give you a resource of qualified leads to draw upon when you complete the launch.

Final Thoughts

Your company provides vital services to your customers. But you still need to be able to get the word out there so that these customers know exactly what you offer.

Both online-based and direct mail marketing are important here. By combining the two, you can optimize your strategy. Follow these tips to start seeing an increase in your direct mailer response rates. Your customers and your team will thank you.

KEEP READING: Why It’s Not Tacky To Send Holiday Postcards From Your Business

The post Boosting Your Direct Mail Response Rates appeared first on Customer Lobby.

on 10/28/2021
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