Remodeling - February 2009 - (Page UR53)

Interview Tuning In Harrell Remodeling uses podcasts to both educate homeowners and promote its services. Ten Minutes With continued when they are traveling abroad or with a large entourage of people that needs someone to track the logistics. T hough you might not expect to find a remodeling company on Apple iTunes, if you type “Harrell Remodeling” into the search engine, the company’s podcast pops up. Located in the heart of Silicon Valley, the California design/ build company would be remiss if it didn’t tap into this broad-reaching technology, says general manager Ciro Giammona. The podcasts lead potential clients to Harrell Remodeling’s Web site, where the podcasts are also available for free download. “It’s a multipronged approach to letting people know about us,” Giammona says. Hoping to reach new and existing clients, Harrell Remodeling introduced the podcast series over a year ago. To date, the company’s employees have recorded 20 programs. Harrell recently purchased $600 in recording equipment so that recordings can be done internally, then outsourced for editing and posting. and three other staff members (from designers to site managers to production team members) participate in a forum. Although a few questions are agreed upon in advance of the recording, there is no script. “It’s very conversational,” Giammona says. “They bounce off each other, too. One comment often leads to a counterpoint or another comment.” Recording times vary, but typi- Q: A: How do you and your staff maintain a business relationship with clients? I get invited all the time to stay for dinner. I never say yes. The minute you cross that line, you can’t go back. As much as you like the client or they think you have become their friend, if something goes wrong, they revert to “You work for me.” You can’t switch back and forth. This may not be as uncomfortable for the client as it is for you. I instruct my other concierges, if they are asked to stay for dinner, that they stay as a translator and sit at another table. With training for my staff, I have sent people into the field without qualifying them and then found out what they did and have been mortified. Usually I like to be with them on the first trip start to finish. It takes a certain type of person because it is not a 9-to-5 job. Clients could call you at 2 a.m. with a request, and if it’s gettable, you have to do it. SOFT SELL The podcasts have a running time of about 20 minutes each and cover topics including remodeling basics, cabinet and countertop trends, and choosing a green contractor. Pitching the company or its products is not an option, Giammona says. “We try to make it as much of a soft sell as possible. We’re trying not to say, ‘You should come to us because we know the right way to do it.’ We know that not everybody is our client. We just want to find the people who are.” Giammona acts as the emcee, cally last less than an hour. The podcasts are archived on the company’s Web site, then the copyrighted material is placed on a CD-ROM for past and future clients. This, Giammona says, enables the company to reach the “non-techie types.” Giammona admits that podcasting is an experimental marketing tool, but the remodeling company is hopeful that the effort will pay off. “It’s a way to augment other successful programs,” he says, “and a way to tie them in or even draw people to those successful programs.” Amy Campbell is a freelance writer in Phoenix. Q: A: What percentage of your work comes from referrals? Ninety percent is word of mouth. I have never advertised. I like to work with people who I choose. Most clients are with me for a long time. When your personalities mesh, you will work together more effectively. I can tell within two minutes of the call if we will work well together. It’s naïve to think you can be all things to all people. To know that is half the battle. If you do, then you stretch yourself too thin, and the minute you are stretched too thin is when you make mistakes. Q: A: Do you think the travel industry has been affected by new media? One of the best things about this generation is fast access to information, but it is not always complete or accurate. The press tends to show the most beautiful suite in a hotel, which is not always what a client will get, so they go in with unreasonable expectations. You have to clarify what they are getting so they are not surprised. —N.P. remodelingmag.com Remodeling February 2009 UR-53 http://www.remodelingmag.com

Table of Contents Feed for the Digital Edition of Remodeling - February 2009

Remodeling - February 2009 Contents First Word Market Watch Linda Case Mark Richardson Shawn McCadden Ways + Means Bottom Line Sales + Marketing Field Notes By Design Tech@ Work Good Form Close Up Second Look Going Green Clinic Specbook Upscale Remodeling Start Right People, Process, Profits Interview: Sara Ryan Duffy, President of SRD International New + Notable Products Final Touch Green Speak Green Spec In Focus First Look Benchmark

Remodeling - February 2009

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