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Animal Crackers, Water Bottles, and Winning Bids

I talk with a lot of people in the restoration services field. I mean A LOT. Over the last 30 days I’ve spoken with 169 business owners. I ask a lot of questions as I’m still trying to learn my place within our industry.

I learned something this week you may find valuable: Empathy wins bids.

Empathy is the ability to understand and share the feelings of another.

The woman I spoke with told me she has a 95% close rate on homes she visits. I had to stop her, because I’ve never heard of anyone with high of a bid acceptance rate before. I said “what kind of magic do you do that gets you a 95% close rate – surely that cannot be true!”

And she said, “Scott, I’m woman and a mother, so I have a natural instinct to care for the people, not just care for their home. Whenever I approach I a home, especially if I know they have children, I always bring a snack with me for them.”

She went on to talk about how people are experiencing a traumatic event in their life. Be it a fire, water in the basement, the death of a loved one that needs to be cleaned up – all of these situations have great personal loss attached to them. And while she and her company are more than capable of cleaning up the damage, it’s her ability to put herself in the shoes of those affected and asking “what would I need right now – this instant” that could help bring some normalcy to this traumatic situation.

And her answer is snacks. She said she keeps water bottles, animal crackers, apples, and other snacks in her car so they can be pulled out at a moments notice. It’s her way of saying she understands the pain they are experiencing and she’s here to help. 

For her, this results in 95% of the bids she’s submitting being accepted by the homeowner. And the $25 she spends stocking the snacks is resulting in tens of thousands of dollars of revenue gains.

When you go to your next bid, do something different. Bring some animal crackers and bottles of water. Before you start assessing the property, assess the family, start with the empathetic approach, and see if it doesn’t tip the win in your favor – and make you feel better about yourself too.

Buy Animal Crackers on Amazon.

Examples /

Seeking a competitive advantage

I talk with a lot of clients and prospective clients each week. One theme I’m hearing a lot lately is that brands are looking for a competitive advantage on the hunt for new customers.

Often these brands are talking with me because they recognize the competitive advantage KickFactory offers brands. 

For example, I spoke with a pet food brand. They are looking to both sell their pet food and increase their market share. Those customers fell into two main types: 

  1. When customers are going to be buying from a competitor
  2. When customers are going to be making a purchase, but it’s not clear where they are going to make the purchase.

I talk with a lot of clients and prospective clients each week. One theme I’m hearing a lot lately is that brands are looking for a competitive advantage on the hunt for new customers.

I showed the client how KickFactory can find people raising their hands today, self identifying as these types of customers.

Take a look at the types of hand raisers our AI is finding for them: https://kickfactory.com/showme/?campaign=X9UNSLREQP

If you’re interested in finding people who are about to start shopping, let’s connect. Here’s my calendar.

Editorials /

Using Social Media Beyond Sales for Your Brand

Not surprisingly, 90 percent of young individuals own at least one social media account. Yet, utilizing social media to market products or services can be a hit or miss for some businesses. For the latter group, there is often something that is being done incorrectly or a strategy that isn’t being used. Many business owners fail to use social media beyond sales. It can mean so much more for your business. Let’s talk a bit about how you can improve your marketing on social media by using the right tools and why it is so important that you do.

News /

When Does a Customer Start Shopping?

For those of us in digital marketing, it can be easy to get caught up in the funnels, landing pages, ads, graphics, A/B testing, etc, etc. But what we absolutely can’t lose sight of is our customer’s journey: what takes them from the moment where they have a need (or a want) and ends with them choosing our brand?

Editorials /

How to Increase Social Media Engagement

With currently over 2.62 billion social media users worldwide, it would seem pretty easy to get the attention and engagement you deserve on social media, right? That’s how it appears, but if you’re not doing things correctly, the opposite results may occur – and chances are, they already have if you’re finding yourself reading this article. For that reason, let’s delve into how you can manage to increase social media engagement whether that be on Twitter, Facebook, Instagram, or the platform of your choosing.

Editorials /

2 Ways to Give Your Audience What It Wants

Many would agree that to have a successful business, it is a requirement to have an audience – but to have an audience and keep it, you have to give them what they want and need. If you think it sounds easy, think again. Many businesses still struggle with finding, engaging, and keeping an audience. Let’s find out a couple of tricks for finding and keeping your audience.

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How Do You Measure Social Media Engagement?

In talking with a number of our clients recently, we’ve noticed a trend in how social media managers and digital strategists are thinking about their social media efforts. They’re rethinking goals and tactics, and how to measure success. We’re seeing less focus on sales.

Editorials /

Yes, You Need to Change How Your Brand is Using Social Media

Still using the spray and pray method for social media posting? Or do you spend hours trying to outwit the latest Facebook algorithm update? Maybe you’re auditioning stand-up comedians so your Twitter can be the next Arby’s. Whatever you’re doing, it’s probably time to change it up and rethink the way you’re using social. Today, there’s too much content. Too many messages for people to filter through. You have to stand out: your brand needs to change how it’s using social media.