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If you are in marketing for a lender or any institution that markets itself to people who are thinking about the renovation to offer your company’s services, you probably struggle to figure out exactly how to find interested customers so that you can position your services. After all, the world of home remodeling is fragmented and complex.

To put it simply, you need demand generation strategies for your products or services

When I remodeled my first home, I was overwhelmed, paralyzed by the lack of accessible information and content on the web that could help me get started. I wanted to know where I should start, how much would I need to budget and what was the best type of loan for me

First Steps

Did I need an architect, did I need a permit? What’s the process to get a permit, how do I hire a contractor and what should I avoid? It was more than a little intimidating not knowing the answers to these questions – or even where to turn for answers. 

I suspect many folks get just as scared about what seems to be an insurmountable task, and therefore never get around to actually doing anything about it. That is certainly a shame, given that most newly bought homes need an average of $30,000 to $50,000 to get into shape.

As a marketer, you need to know how to respond to all those questions, or where to get help to answer them. You should be nurturing these potential customer needs and tailoring your responses to gain their trust. If you can help them from the outset, they will remain loyal to you because you helped when no one else did.

Knowing when a customer is thinking about a renovation isn’t easy because there are no concrete, detectable trigger points. Your chances are better with someone who is buying a house to renovate because many things happen when buying a home that can alert you to a customer who potentially needs your help. But even then, customer acquisition is still difficult.

Taking Action

When I founded Kukun in 2014, I simply wanted to address all those customer questions. It was not only about creating credible content, but we also needed a lot of things to legitimately address those needs. We needed data on construction costs and constructor history. Also, we needed complex data modeling to ensure those construction costs could easily be updated to reflect price changes in the market. We also had to have a detailed understanding of how construction works, how contractors provide quotes, etc.

We checked and analyzed over twenty thousand questions asked by web users with a fine-tooth comb, and worked to answer each one with a great team that included contractors, engineers, marketers, actual users, and user experience designers.

The result was a great set of tools and an unparalleled content encyclopedia. The tools include a digital mock-up construction company that can give immediate cost estimates, an equity calculator that can show customers what ROI can be delivered for every project, a contractor directory that shows the history of every contractor and more cost-effective tools to help customers manage their projects. 

Thinking About the User

As it turns out, I was right – users want answers. It was up to us to figure out how to serve them. Fine-tuning to create a great user experience was a long and arduous project. But our users can now get answers in an easy, credible fashion. 

Collecting the data was also a painful experience. We wanted to get the history of every contractor so we could inform users about every home that a contractor had worked on. We later used that data for our equity calculator, which took a huge data normalization and enhancement effort that is ongoing to this day.

Our users kept growing by 20%, month after month. And when we launched our app, the numbers were even better.

The great news is that we built Kukun in such a way that, if you are a lender, for example, you can use it on your site and optimize it to attract potential customers and position your products.

The tools can be easily integrated through an API or fully white labeled. Some banks chose the white label option, using our content to inform and empower their customers. We even added an easy-to-consume widget that can be integrated on any site in less than 10 minutes and branded with your company logo.

Whether you are a lender, a retailer, an insurance company, a real estate company or even a mover, you are also a marketer and you owe it to yourself to try these tools. We’re here to help you get more mindshare and more lead generations from customers – and sell your products or services. Simple as that. Check out this video to see how it works.

A Marketer’s Dilemma: Detecting and Creating Demand was last modified: February 17th, 2020 by Raf Howery
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