Page 36 - Lighting Magazine January 2019

2019 Forecast
How These Stats Apply to You (continued)
 There is no one-size- ts-all marketing method that will work for all showrooms. First, retailers need to truly look inside themselves and analyze who is making the sales and who is making the most pro t margin. Everyone on your sta brings di erent talents and techniques to the sales process. Make sure that cus- tomers are matched with the right type of salespeople for their personalities and expectations.
For example, serving and selling to a designer re- quires a very di erent touch than working directly with a consumer. If someone isn’t performing or is regularly not able to nalize the sale with their customers, he or she may not be the best t for that position.
 More product on display does not equate to more sales. In fact, it o en does the opposite; it overwhelms consumers. Showrooms do a huge disservice to themselves when they ll every inch of their space with product. The younger HENRYs don’t have the same level of patience as Boomers do when making purchases. Too much product = overwhelming custom- ers = customers walking away = lost sales.
 You’ve got to have a recognized social media presence in today’s online world — but it’s not the only answer to successful marketing. You also need a way to set yourself apart from your competitors. You must be memorable.
To accomplish this, think about a “Back to the Future” approach like direct mail to grab consumers’ a ention. I know, I know. Most direct mail pieces nd their way into the garbage without even being looked at, which is why nearly everyone stopped sending them — but this type of direct mailer would have a com- pletely di erent look and feel. Hardly anything arrives in the mail anymore. Not even bills! Think about how nice it feels when something special or lovely arrives in your mailbox to open.
Create these new mailings with the look and feel of classic style and elegance. A professionally cra ed, ap- pealing design will o en end up adorning homeowners’ counters or desks and keep you fresh in their minds. Keep it interesting, don’t stop a er one, and make a compelling message so consumers want to nd out more.
the otherwise-strong growth in homeowner remod- eling spending, according to LIRA. Low for-sale inventories will present issues because home sales tend to spur investments in remodeling and repair both before a sale and in the years following.
However, the Joint Center for Housing Studies states that other remodeling market indicators – such as home prices, permit activity, and retail sales of building materials – continue to strengthen and will support above-average gains in spending for 2019. Through the third quarter of 2019, annual expenditures for residential improvements and repairs by homeowners is still expected to grow to $350+ billion nationally.
PREFERRED HOME IMPROVEMENT PROJECTS BY AGE OF HOME SOURCE: REALTOR.COM
Pre-1940 1980-1989
1. Repair wood gu ers
2. Repair gas boiler or radiator heating system
3. Toxic lead treatment
1. Repair or remove popcorn ceiling
2. Repair, replace, or seal existing skylight
3. Repair or replace wood or ber- cement siding
1940-1949 1990-1999
1. Earthquake protection retro t 2. Remove water or fuel tank
3. Repair plaster
1. Repair pool enclosure
2. Repair traditional tile roo ng
3. Repair or partially replace synthetic stucco
1950-1959 2000-2004
1. Install glass blocks
2. Build carport (wood)
3. Install oil furnace/forced-air heating system
1. Repair pool enclosure
2. Repair pre-fabricated replace unit (gas)
3. Repair or restore exterior shu ers
1960-1969 2005-Present
1. Repair or alter chain-link fence
2. Locate drain-line breakage with camera
3. Clear sewer main
1970-1979
1. Repair or remove popcorn ceiling
2. Repair solar water heater system
3. Install or replace swamp cooler
1. Build outdoor kitchen
2. Install garage organizers
3. Add or remove holiday lighting
34 enLIGHTenment MagazIne | January 2019
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