I live in an area where the primary users of window cleaning live in high security gated communities with HOA’s that strictly forbid solicitation on their property.
Keep in mind this is like 90% of the area I live in and everyone else outside of that area is dirt poor and doesn’t give a hoot about their windows. I have no choice but to go about marketing differently here to a 55+ age group primarily and the majority are well into their mid 70’s.
HOA magazines are expensive, as I was quoted $35 a month just for a small card in one of their magazines and as high as $45 a month just for one development. Keep in mind there are close to 8 large residential developments in this area.
Trade shows are expensive and I do not have the resource to start marketing at a tradeshow at those rates.
There is a jenky AM radio for the residents here but that is too expensive to just use as marketing material.
Facebook, and internet kinda would work, but keep in mind most of these people are luddites and are elderly. Facebook is for grandchildren and most don’t look for services there or Google.
So any suggestions of how to go about this cheaply, aside from Craigslist which has only netted 3 phone calls in the past month @ 5.00 an ad. All 3 were no go as most were low ballers.
Maybe mailers? Idk how this works in detail as i have never personally done it, but its described in detail in the marketing blueprint that was made free by @Chris.
Read his blueprint, a lot of good material there, but nothing specific to gated communities.
Mailers might work dunno, most these people do not have mailboxes, just apartment like mail slots. I do not know if the carriers filter out solicitations, seems like an expensive experiment.
You’d be surprised how many older people use Facebook.
If $35 a month for a magazine turns into at least one job a month wouldn’t that be worth it?
If you think that mailers would go to addresses that you think wouldn’t use your services, you could choose to not do EDDM. Sending out cards to specific addresses would be more work though. I’m not sure I completely understand your concerns about mailers.
I agree with $35-45 per month not being much I used to advertise in a local news paper that used to get delivered to these old folks communities that was $45 per week for a business card size ad.
My county has an interactive map tool fed by the County Assessors data base, where I can look up any parcel of land and it’s owner and address. It also tells me the age of the house and square footage as well as value. Can search by address, owner or subdivision.
Where do they shop and buy things?
See if you can put some postcards, brochures, or even a business card display there. You may have to strike a deal with the manager or business owner, but then you get your business in front of your target audience.
I have a similar situation here. I’m not as limited as your area, but I work in several gated communities.
Two suggestions that I’ve used:
Talk to a landscaper that works in the community. Most of these areas have a ‘trade parade’ going in everyday - landscapers, carpenters and painters. Form a business relationship with them and see if they will put your name out.
Second, see if they have a central office or recreational area. Talk to the HOA and offer to clean the windows in exchange for some exposure on their local community webpage. Most have some sort of communication channel where they list preferred or recommended vendors.
Once you get behind the gate, emphasize word of mouth to the customers. I’ve used both of these and have built up a nice base just in the last year in several different communities.
You have to be wiling to INVEST to get returns. I would do the magazines if that is the only way to advertise.
As Erica pointed out, you can mail postcards to individual addresses, but there is more expense per card and a lot more time involved.
You are also discounting your more “finely aged” audience. There are VERY few people today that do not have smart phones, and that use them for search purposes.
It sounds like you have little to no money for advertising. We’ve all been there in the beginning. You just have to bust your hump to get work so you can invest that into advertising dollars. Every company should be allotting so much of your gross income to advertising. A company will not survive long, without some way of getting new clients.
