Whether you’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how you decide what to buy. At Google, they call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.
As a builder or remodeler, you must insert yourself in this moment to have an upperhand against your competitors. While everyone else is spending their budgets on radio and TV spots, you’ll be ahead of the competition because you’ve invested in publishing original, educational content online about anything from design ideas, your unique design build process, and storytelling your completed projects. This is how your buyers research, so let’s make it a point to “be” the ones who are answering their research questions.
When your prospective buyers are going on their iPads or laptops to get ideas about the average cost of a kitchen remodel in their local area, your information will be listed, your company will be positioned as an authority, as a thought leader, and it’s your company that they will contact and trust.
This also gives you a chance to position yourself to attract only the types of clients you want to work with. As your buyers compare you against the others, they’ll end up choosing you because both your marketing and sales process are aligned, expressing your more thoughtful approach to taking the client from the beginning of their buyer’s journey, the Zero Moment of Truth, all the way to turning them into raving fans and referrers of your business to their friends and families.