The trick to gated communities is getting a customer living there (making sure they are very satisfied). Then I would buy a list or find out the addresses in the area and mail out letters, (not postcards) mentioning my service and my happy customer there.
To get that 1st customer I would do the letter mailing also ([U]not[/U] postcard). Once on the inside we can attack from the out and from the in.
Taking the time to create a good sales letter and a very small investment could turn us into the “go to” for window cleaning. Those people stick together in those areas and if we are good, we can lock that place down.
Let’s face it, most of us like postcards because we do not have to do a lot. The problem is that response will dwindle to nothing or near nothing.
I would spend the time and do it right. The first few letters are tough because of lack of knowledge about the customer and the inability to parley what we do know into words. Always remember you can take a good sales letter and use it 100 times.
Never come at them screaming [SIZE=“5”]WINDOW CLEANING![/SIZE]
Do not EVER put a flier in an envelope. Make it a letter void of logo and all business info should be [U]under[/U] your signature.
Our company name is meaningless unless we can attach something meaningful to it.
Here is an analogy that you may find helpful. I had this neighbor that had a fire hydrant in his yard (we lived in the burbs and he had a corner lot). He hated that thing there and whined about it all the time… until his house caught fire.
That which was once meaningless and an irritant became the most important thing in the world. Everyone has a fire to be put out, either find one or create one.
You should sell or give away some of your pre-made sales letters to the new window cleaners who are just entering the business(except for the ones who live in the Twin Cities)
I am debating on doing something like that. Every “sales letter” someone sends me to look at looks like a flier.
It is no wonder top copywriters make $50,000 each letter they write. When we are able to take an ad and transform it into a sales person, that’s money. That is also not easy
DO NOT USE ALL CAPS AS PEOPLE GET IRRITATED WHEN BEING YELLED AT
Do you put an explanation of what the MWCoA is? They will not know.
Your cover letter is a little introverted (it’s focused on you)
“Dear Homeowner” may be better than “hello”
You do not provide quality, you provide high quality
Your sentences run too long, shorten them by cutting out needless words. For example-
[B]To date we’ve cared for nearly 100 homes in the New Albany Area. Your neighbors found that the high level of professionalism and trustworthiness we offer was worth talking about. New Albany Window Cleaning received the 2008 Angie’s List Super Service Award for excellence. Fewer than 5 percent of the companies on Angie’s List meet the eligibility requirements to be considered for the award.[/B]
to
[B]97 New Albany homeowners trusted us to take care of their homes. Trust is not given it is earned and through them we earned the 2008 Angie’s List Super Service Award.[/B]
I don’t know, I am tired. I will try to look at it again with my coffee tomorrow. The important thing is to spend more time on writing these letters.
An easy way to get a quick list of the people in the community…
Goto www.411.com
Put in 1st customers address.
Once you get the result click on your customers listing detail.
Then look for a button that reads “Find local neighbors”
Bingo, quick list. Rinse and repete and you have a HUGE!! Free list with names and #'s.
Read the list as some of the people are doubles. It lists family members seperately
If they have a gate house with a guard make sure you give them business cards … you would not believe how many clients I have gotten by the guards giving them to residents (because the guards act kind of like a concierge as well). Also, I have managed to secure those facilities as well which gives me exposure throughout those neighborhoods. The gated thing doesn’t happen fast, but good work, reliability, and honesty will make you a long time favorite once you get in.
