{"id":648,"date":"2019-11-08T15:53:40","date_gmt":"2019-11-08T20:53:40","guid":{"rendered":"https:\/\/innovatebuildingsolutions.com\/dealers\/?p=648"},"modified":"2019-11-12T10:56:41","modified_gmt":"2019-11-12T15:56:41","slug":"personal-branding-grow-remodeling-home-building-business","status":"publish","type":"post","link":"https:\/\/innovatebuildingsolutions.com\/dealers\/2019\/11\/personal-branding-grow-remodeling-home-building-business\/","title":{"rendered":"7 Reasons Personal Branding is Essential to Grow Your Remodeling or Home Building Business (Part 1 of a 2 Part Series)"},"content":{"rendered":"

What do Oprah, Ellen, Kim Kardashian, Donald Trump (I just love the order of this list), Dwayne \u2018The Rock\u2019 Johnson, Deepak Choprah and Jillian Michaels have in common? OK \u2013 beyond the fact they make more money than you and me (ha! ha!). It\u2019s this. Whether you like them or not (and not to be P.C. about it, but there\u2019s a couple of names on this list I could do without) you know their \u2018personal brand.\u2019 If you follow them you also their skills, passions, talents, values and unique personality.<\/p>

For better or worse, these people are a \u2018category of one.\u2019<\/p>

You know them \u2013 even if you HATE them. You\u2019re intrigued by what they say. Their strong personal brands reflect positively and negatively on the businesses they own. They\u2019re got a POV. They\u2019re not afraid to express it. They\u2019re leaders \u2013 whether you like how they lead or not.<\/p>

All these people have benefited from personal branding for their careers (and businesses) to evolve where they are today.<\/p>

And here\u2019s a crazy thing. It\u2019s possible for you to create a strong (and positive) personal brand for your remodeling or building business which can skyrocket your growth.<\/p>

While you may not become Oprah, The Rock or Ellen \u2013 and likely won\u2019t need to wear sunglasses shopping in the grocery store, you can become a \u2018person of influence\u2019 in your remodeling, contracting or new home building niche.<\/p>

If right now you\u2019re thinking, Mike must be smoking that \u2018funny stuff\u2019 back from his Kappa Sigma Fraternity days at Carnegie-Mellon University, I\u2019m going to challenge you to read the first part of this 2-part series. We\u2019ll look at 7 reasons personal branding can be THE TOOL to grow your reputation, influence and sales. (Note in part II I\u2019ll show you practical how-to tips and ideas from experts on personal branding to put it to work for you).<\/p>

Reason #1 personal branding is important for your remodeling and building business\u2013 It forces you to figure out who(m) you serve, how you uniquely serve them and forces you to push your boundaries to serve at a higher level.<\/strong><\/h2>

When most people think about \u2018personal branding\u2019 they assume its all focused around the \u2018celebrity\u2019 of the person. This is completely wrong.<\/p>

Successful personal branding IS NOT thinking, acting and talking about yourself in the \u20183rd<\/sup> person!\u2019 It is about defining your audience. Figuring out who(m) you serve and helping them with their projects. It’s about pushing your boundries to serve at a higher level. It\u2019s about being helpful and providing content which \u2018clicks\u2019 (no social media pun intended) with them.

As personal branding and image expert Danielle Turcola of Professionalism International<\/a> says, \u201cFor my business it\u2019s all about working with clients I can bring a unique solution to. It\u2019s all about solving their problems with my personal brand and expertise.\u201d

<\/p>

\"personal<\/a>

Image Source: Professional International, Inc<\/p><\/div>



As Devon Tilly (owner of Mountain View Window & Door) and host of the Art of Construction<\/a> podcast with 350,000 subscribers told me, “Mike, growing your personal brand requires pushing through your comfort zone. It’s about rising about the ‘noise’ which is our world, and educating, helping and connecting others.”\u00a0

\"art<\/a><\/p>

You and I (just like Oprah, Ellen and Deepak Choprah) are called to serve our audience (or you can call them clients or customers).<\/p>

You need to become known as THE \u2018expert\u2019 to your best customers (or call them Targeted Ideal Prospects). However, first you need to first step back and think through who(m) you serve.

\"Targeted<\/p>

What\u2019s their age? Where do they live? Are they married, single, have kids or grandkids? What problems do they have with their current homes your products, remodeling or building services can solve? What questions do they ask you can answer?<\/p>

The person who becomes \u2018the expert\u2019 (and creates the trusted personal brand) answers questions (through videos, blogs, email, speaking, podcasting and face to face meetings etc.) their target audience needs help with. They provide solutions to \u2018tough questions.\u2019 They become the \u2018go-to\u2019 dude or dudess people want to work with.<\/p>

Their \u2018voice\u2019 matters.<\/p>

Reason #2 personal branding is important for your remodeling and building business\u2013 YOU can\u2019t be copied. <\/strong><\/h2>

I don\u2019t care what business strategy you or your team cook up, it can be copied by your competition. However, there\u2019s one thing which is impossible to copy. That one thing is\u2026<\/p>

YOU<\/h3>

Only you have your unique \u2018take\u2019 on things. Only you have lived your experiences. Only you have worked through the \u2018highs and lows\u2019 of your previous projects. You have the \u2018battle scars\u2019 and tips to help your targeted client\u2019s projects look better and be done quicker.<\/p>

When you use \u2018content\u2019 (videos, blogs, emails, podcasts, speaking engagements) and are confident to share the \u2018real you,\u2019 (flaws and all) you\u2019ll build relationships which you couldn\u2019t make happen no matter how much money you plowed into your marketing budget. You\u2019ll build trust when you allow people \u2018behind the curtain\u2019 of the real you and provide information which helps them.<\/p>

This is the strategy being used by Dave Cooper of Connecticut Valley Homes<\/a> (a modular home builder on the East Coast). For the last 4 years Dave has consistently used videos to drive interest in his building business. As he said to me in a recent interview, \u201cMike, through your personal brand (in my case through video) I\u2019ve become known as a trusted person in my niche \u2013 modular home building. And what\u2019s also been nice, my business is being \u2018served up\u2019 on Siri for voice searches also!\u201d

\"Personal<\/p>

Reason #3 personal branding is important for your remodeling and building business\u2013 Sales leads will flow to you without spending big bucks on fancy endorsements, ads\u00a0 or paying Google or Facebook to get them. <\/strong><\/h2>

When you use your content (videos, blogs, emails, speaking engagements) to set up your expertise, you\u2019ll find leads coming into you. People will say, \u201cI\u2019ve been following you for years. Now, it\u2019s time to get this project rolling. Can you help?\u201d<\/p>

While people choosing to come to you (ready to buy) because your \u2018personal branding\u2019 has set you up as a trusted resource sound like the impossible dream, it isn\u2019t.<\/p>

Dave Cooper of Connecticut Valley Homes shared an interesting story about the power of personal branding to me. You see a few years ago Dave started using 1-minute videos to talk about his projects, vendors and provide insights based on the \u2018prodding\u2019 (OK \u2013 she told him, Dave you\u2019ve got to do this!) of his social media expert. Dave was skeptical. He \u2018went along\u2019 with her advice.

\"Conneticut<\/a><\/p>

Dave knew he was on to something when 6 months after he started doing videos, a customer came in and said, \u201cHey- aren\u2019t you the guy on the videos?\u201d (and Dave hadn\u2019t even put his makeup on that day! OK \u2013 I\u2019m lying Dave doesn\u2019t wear makeup, but it sounded funny).<\/p>

Then she proceeded to tell Dave what she wanted in a home. It was heavily influenced by the videos he is spinning out. His relatable, real-life insights made his company THE people to hire to build this woman\u2019s modular home. Dave (and Connecticut Valley Homes became a category of one!<\/p>

Dave then realized, \u201cWhat a minute. How cool is it that these videos are setting up our sales! No amount of PPC spending is going to have this much impact!\u201d

Devon Tilly also mentioned\u00a0 how personal branding can save you money and grow your ‘trust factor’ in a regional market. Devon – who is in the uber-competitive window and door market didn’t want to promote his upscale windows by spending a bunch of money hiring an expensive player from the Denver Broncos (his business is in the Denver market) to promote a ‘cheesy’ buy 3, get 1 free window special. He wanted instead\u00a0 to ‘educate through his expertise.’ He wanted to sell to people who want and need the architectural solutions his window products offer. With a podcast which has been running for 5 years (and boasts 350,000 subscribers), he’ll have prospects banging on his door vs. needing to resort to ‘old-school’ and expensive marketing ‘schemes’ to get qualified people in the door to his showroom.\u00a0<\/p>

Personal branding can (and will bring) prospects who already love YOU, before you even know who they are! They\u2019ll feel a connection with you (and your expertise), even if you\u2019ve never met them before.

\"With<\/p>

How powerful is that?<\/p>

Reason #4 personal branding is important for your remodeling and building business\u2013 Premium prices and higher margins come with the territory. <\/strong><\/h2>

You may be the smartest dude or dudess in the remodeling industry. And you may be wishing you could command the premium prices which go with your expertise.<\/p>

However, you may be \u2018bummed\u2019 seeing competitors getting the \u2018plush jobs\u2019 you never even had a whiff at. Their bigger marketing budgets has gotten them calls you wish you had. These projects command higher price tags and margins.<\/p>

You don\u2019t have their budgets and aren\u2019t able to charge the prices they are either. You\u2019re wondering if there is a better way (without draining your limited funds) to become the \u2018top dog\u2019 to your perfect customers so you can get more profitable work.<\/p>

Personal branding and content are key strategies to make this happen. Here\u2019s where a \u2018little guy\/gal\u2019 can compete with the \u2018big boys & girls.\u2019 \u00a0

\"Content<\/p>

When you\u2019re creating consistent content, then sending this content to your \u2018members-only\u2019 private email list or digital assets\u2013 you become known as \u2018da-man\u2019 or \u2018da-woman.\u2019 The people who read, listen or watch your content come to trust you know what the heck is up. They realize they\u2019d rather deal with an expert than some \u2018remodeling \u2018huckster\u2019 who \u2013 while they may be a marketing machine \u2013 their high-pressure sales team may not know (as my Dad used to say) \u2018their butt from a hole in the ground.\u2019<\/p>

Once you create a \u2018permanent record\u2019 (as they used to say in high school) of your \u2018good deeds\u2019 and knowledge\u2013 people will KNOW you know what you\u2019re talking about. They\u2019ll be willing to pay more because they know and trust you. You are a trusted resource, not a salesperson (no offense made to sales professionals out there). You won\u2019t need \u2018slick closing techniques\u2019 to get jobs sold either. Just explain how you can help and when you can start.<\/p>

Reason #5 personal branding is important for your remodeling and building business\u2013 You\u2019ll force yourself to learn, grow and figure out ways to share your \u2018edu-tainment\u2019 with the world<\/strong><\/h2>

As a guy who has been spinning out personal content through blogging and speaking for 10 years, I\u2019d love to tell you this stuff is easy. However, I\u2019d be lying.<\/p>

Personal branding using content development is the \u2018ultimate long-game.\u2019 There\u2019s no \u2018get rich quick scheme.\u2019 When you\u2019re looking to use content to help customers solve problems and position your expertise, you\u2019re asking every week, \u201cWhat the heck am I going to write about? What video should I create? Who can I interview on the next podcast? Whose story can I share?\u201d<\/p>

If you\u2019ve talked to any writer, video creator, or podcaster who says they haven\u2019t had creator’s block \u2013 I\u2019d tell you they\u2019re full of it. This is why most content creators follow other content creators. They read blogs and hear (through podcasts and presentations) about the \u2018craft\u2019 of content creation.\u00a0<\/p>

In my example, I\u2019ve pinned articles with titles like \u201c100 Attention Getting Blog Post Titles, 70 Killer Content Ideas, and 10 Things Which Exploded my Blog.\u201d I read like a mad man, watch videos and listen to podcast constantly looking for ideas. What are they doing which is fun and unique? Can I spin this in my own way for people in my products or industry?<\/p>

I would argue when you\u2019re in the \u2018content creation\u2019 business, you\u2019re actually in the \u2018edu-tainment\u2019 business. Here\u2019s why. You and I have the attention span of a gnat. We not only need to learn; we need to do it without being bored out of our minds.<\/p>

So, the challenge becomes how can you inject fun, personality and style (\u2018er personal branding) into your topics? This is the hard part (IMHO) about content development. At first, you\u2019ll be boring. It takes time to \u2018evolve\u2019 into your voice. However, as you progress, you\u2019ll force yourself to research and learn more about your topic and how to craft fun content.<\/p>

To begin with I\u2019d recommend YOU DON\u2019T LISTEN TO THE WORDS<\/strong> of Jim Rome<\/strong> (sport radio talk show host). Jim says to\u2026<\/p>

\u201cHave a take and don\u2019t suck.\u201d <\/em><\/strong><\/h3>

When you\u2019re starting into personal branding (\u2018er AKA content creation), give yourself permission to have a take and suck<\/strong>. It takes time to \u2018grow into\u2019 your voice. It takes time to evolve into the best (and most authentic version of you) when you\u2019re spinning out useful info and helping potential customers. As Devon told me, “Mike in the early stages of podcast I learned how to use the edit button. Over and over again. Content development is a marathon, not a sprint. Have patience. Be disciplined. Stay the course and results will come.”\u00a0

\"Fun<\/p>

When you start focus on the \u2018education\u2019 of what you\u2019re doing. As you get moving push the focus to the \u2018entertainment\u2019 aspect of what you\u2019re doing (note \u2013 a good way to do this is to read how to use humor in writing and\/or listen to your favorite comedians).<\/p>

Reason #6 personal branding is important for your remodeling and building business\u2013 You\u2019ll build top of mind awareness. Your Mom will brag about you. You\u2019ll get opportunities for free publicity and even paid \u2018gigs.\u2019 <\/strong><\/h2>

As your content \u2018gets legs\u2019 you\u2019ll be seen as THE SOURCE for your topic. You\u2019ll have unexpected opportunities (ones you didn\u2019t seek out) come your way. This could be conferences you\u2019ll not only be asked to speak at, but also ones where they ACTUALLY pay you! For example, Dave Cooper is now being asked to speak by large companies on the power of video for a construction business.<\/p>

You\u2019ll be called for quotes from writers on articles (and a chance for powerful backlinks to your site there is no way you\u2019d get otherwise).<\/p>

You\u2019ll create top of mind awareness (through tools like your email list previously mentioned) which keep you in people\u2019s consciousness \u2013 which in a time-starved world is hard to do. This is especially important in a \u2018project-based\u2019 business like remodeling or home building where it can be easy for people to forget about you (since they\u2019re not working or buying your product every week \u2013 or every year for that matter). \u00a0<\/p>

Reason #7 personal branding is important for your remodeling and building business\u2013 Your personal brand can be an extension of your values, an opportunity to share your story and a conduit for your career to grow. <\/strong><\/h2>

Since personal branding puts you front and center when you share the \u2018real you,\u2019 it can be much more powerful than just growing your \u2018book of business.\u2019<\/p>

It can become a forum to share personal life struggles and reflections to build a \u2018person to person\u2019 connection with your followers. For example, in my case I wrote a post titled I Get to Live my 1%. 7 Simple Tips for Living Life More Fully<\/em><\/a>.<\/em><\/span> I shared this after having a heart attack. It gave me an opportunity to connect one to one with people who read my blog (which most times is focused on bathroom remodeling and glass products).

\"Personal<\/a><\/p>

Personal branding can give you a platform to raise money for causes which are dear to your heart. It can be a way to \u2018repurpose\u2019 your career once you hang up your hat on your \u2018day job,’ or a way to create a ‘side-hustle’ you want to turn into a full time career.\u00a0<\/p>

In short, personal branding can be a forum to share who you are, what you believe in and\/or launch the new (and evolving) you.<\/p>

Conclusion <\/strong><\/h2>

I know developing a personal brand sounds like a monumental task, but it simply begins with starting to develop your first piece of content, and your next piece of content and your next piece of content. It begins with not sabotaging yourself (as Danielle Turcola taught me) and being friendly, relatable and neat in the image you put forth as you share your content. \u00a0<\/p>

The benefits of a strong personal brand are huge. You create a unique market position, become seen as \u2018THE PERSON\u2019 in your niche, and get sales opportunities and better profit margins to show for it.<\/p>

However, like everything in life this process takes a game plan, effort, learning and using new skills you may not have today.<\/p>

If this personal branding journey sounds exciting to you \u2013 let me know you want to get the \u2018how to\u2019 article in this series when it comes out (which will be 2 weeks from now).<\/p>

I can tell you from my experience personal branding (for me through my blog and speaking) has been a gratifying and profitable journey. If you\u2019d like to talk about this topic (or about bathroom remodeling products and grout free wall panels<\/a> \u2013 OK, I\u2019ve got to make money from my \u2018day job\u2019 also\u2013 ha! ha!) or are looking for a speaker for an upcoming event call or email me through the links\/numbers below.<\/p>

Connecting with me or one of the personal brand building experts in this article<\/strong><\/h2>

If you\u2019d like to talk more about personal branding or are looking for a speaker for your next event to talk about digital marketing, personal branding or trends in the bathroom business call 888-467-7488 and ask for Mike.<\/p>

If you\u2019d like to talk about using videos to grow your personal brand (and business) you can reach out to Dave Cooper of Connecticut Valley Homes through LinkedIn<\/a>.

If you’d like to talk about podcasting as a strategy to grow your personal brand (and business) call Devon Tilly at 303-649-2217.\u00a0<\/p>

If you\u2019d like to learn how to go from \u2018invisible to influential\u2019 and get the \u2018no-nonsense\u2019 advice on personal image I\u2019ve come to love from my friend Danielle Turcola call 216-926-3699.<\/p>

If you\u2019d like to improve your bathroom remodeling or new home offerings with simple to install, sharp-looking tub and shower wall surround panels<\/a> and\u00a0become a shower wall panel dealer<\/a>\u00a0(hey- I\u2019ve got to plug my business sometime \u2013 after all my kids\u2019 education bills need to be paid!) call 888-467-7488 and ask for Mike (or that wacky dude who writes those articles).<\/p>

I\u2019m looking forward to getting to know you and helping in any way I can.<\/p>

If you\u2019d like to connect on LinkedIn, you\u2019ll find me\u00a0https:\/\/www.linkedin.com\/in\/mikefoti\/<\/a><\/p>

If you\u2019re into Twitter follow me\u00a0@Mike Foti<\/a>\u00a0or my companies\u2019\u00a0@InnovateBuild<\/a>\u00a0and\u00a0@InnovateHomeOrg<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

What do Oprah, Ellen, Kim Kardashian, Donald Trump (I just love the order of this list), Dwayne \u2018The Rock\u2019 Johnson, Deepak Choprah and Jillian Michaels have in common? OK \u2013 beyond the fact they make more money than you and me (ha! ha!). It\u2019s this. Whether you like them or not (and not to be […]<\/p>\n","protected":false},"author":2,"featured_media":653,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,6],"tags":[177,176,173,175,178,179,174],"class_list":["post-648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneurship","category-marketing","tag-non-traditional-marketing-building-business","tag-non-traditional-marketing-remodeling","tag-personal-branding","tag-personal-branding-for-a-building-business","tag-personal-branding-home-builder","tag-personal-branding-home-building-business","tag-personal-branding-remodeling"],"yoast_head":"\n7 Reasons to Build A Personal Brand for a Remodeling or Building Business | Innovate Builders Blog - Innovate Building Dealers<\/title>\n<meta name=\"description\" content=\"This article provides 7 reasons progressive remodeling and home building contractors are focusing on building a personal brand to grow their businesses. 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