Angie`s List Toolbox - Angie`s List Business Center

oolbox
Summer 2015
The Tools You
Need to Succeed
Job Requests
in a SNAP
The 2015 Festival
of Service
Prevent Costly
DIY Mistakes 1
www.angieslistbusinesscenter.com
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Angie’s List Business Center® | June 2015
©2015 Benjamin Moore & Co. Benjamin Moore, Natura and the triangle “M” symbol are registered trademarks, and Only this Can and Paint like no Other are trademarks licensed to Benjamin Moore & Co.
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A WORD FROM ANGIE
Hello, and welcome to a special
online magazine just for
Angie’s List service providers!
The dynamic design and high-quality content reflect our ongoing
work to transform the local service experience for consumers and
service companies.
With technology spurring ever-greater innovation and efficiency,
we’re not standing still as consumers demand to interact with home
services the same way they do with so much else: through online
research and one-click convenience.
Don’t let the revolution of the local services industry pass you
by. In this magazine, you’ll learn more about how Angie’s List has
been changing, and why we’re a great source for connecting to top
consumers. You’ll also find inspiration for how to help customers
make the most of your expertise and avoid DIY disasters.
Let us know what you think. In addition to talking with your
account manager, feel free to email askangie@angieslist.com.
Sincerely,
Angie Hicks, Founder and Chief Marketing Officer
@Angie_Hicks
Listen each week to hear
the best tips and advice
for home improvement,
health and lifestyle topics.
PODCAST
Download each episode as a podcast
on iTunes. Be sure to subscribe to
stay up to date and give us a rating!
www.angieslistbusinesscenter.com
3
Get smart ideas with refreshing
perspectives and practical advice
for your home and health — all from
Angie’s List and the highly
rated service professionals
our members trust.
Download the app today!
4
Angie’s List® | June 2015
TABLE OF CONTENTS
QUARTERLY: STAFF
NEWS
CEO AND PUBLISHER
William S. Oesterle
FOUNDER
Angie Hicks
SR. DIRECTOR OF CONTENT STRATEGY
Scott Goldman
CONTENT DIRECTOR
Sue Wiltz
What’s New at the List
6
Why Do Customers Choose
Angie’s List?
8
FESTIVAL OF SERVICE
CONTENT CURATION MANAGER
Kristy Broering
The 2015 Festival of Service
10
PLATFORM & PRODUCTION DIRECTOR
Sarah Branham
Get a Look at Search Performance 12
CREATIVE DIRECTOR
Tanja Pohl
eCommerce Opportunities
for Home Services Industry
14
DIRECTOR OF MULTIMEDIA
Mike Fender
SENIOR PHOTO EDITOR
Brandon Smith
YOUR REACH
DIGITAL ASSET MANAGER
Doug McSchooler
Telling Your Story
15
Are You an Expert? 17
PHOTO EDITORS
Frank Espich, Eldon Lindsay,
Steve C. Mitchell
ON THE JOB
SENIOR MARKETING MANAGER
Lesley Spellmeyer
SENIOR COPYWRITER
Carolyn Harless
COPYWRITER
Megan Brehm
ADVERTISING SALES
Michael Benz
10 Terms Every Remodeling
Contract Should Contain
18
Prevent DIY Disasters
20
20 Years Worth of Lessons
22
DESIGNERS
Beth Goode, Matt Mukerjee,
Emily Schlehuser, Jacob Ziolkowski
June 2015 • Vol. 1, Issue 1
Angie’s List Quarterly is published quarterly by Angie’s List, Inc.,
1030 E. Washington St., Indianapolis, IN 46202.
Reproduction of any material from this issue is expressly forbidden
without permission of the publisher. Angie’s List assumes no responsibility
for the return of any unsolicited materials. The publisher reserves the right
to accept or reject any editorial or advertising material. The publisher is not
liable to any advertiser, contributor or reader for any errors or omissions
in advertising or editorial copy appearing in this magazine; however, the
publisher will print a correction in the next issue of Angie’s List Quarterly
published after the publisher has been notified of the error or omission,
which must be made in writing to the publisher within 30 days of the
original publication date.
Cover Photo by Frank Espich
CONTACT US:
Submit feedback and ideas to
spideas@angieslist.com
Angie’s List Business Center
1030 E. Washington St.
Indianapolis, IN 46202
Phone: 866-843-LIST (5478)
Mon – Fri 8:30 am – 8:15 pm ET
Fax: 888-822-5414
FOLLOW US ON...
@AngiesListBC
old
new
old
new
facebook.com/AngiesListBusinessCenter
NEWS FROM THE LIST
It’s a bird,
it’s a tweet,
it’s…
A TEAM JUST
for you
We make it a priority to understand all there
is to know about you and your line of work.
Our reps are hard at work gaining insight
on various industries, such as flooring, pest
control, moving, concrete and tree service,
to help market your services. Talk with us
today to learn how we stay in the loop on
trends, popular searches from our members
and what the competition is doing.
...the Angie’s List Business
Center now on Twitter!
Follow @AngiesListBC for news,
tips, event updates and more.
Illustration by Matt Mukerjee
NEW
Relationships
Did you know Angie’s List has relationships with some
pretty big name companies? We’ve teamed up
with companies like Benjamin Moore and OnDeck
to provide you with educational tools and discounts
on advertising and products, as well as having a dedicated team to help
you along the way.
Interested in
learning about our
different relationships? Contact our
Business Center for
more information.
Photo courtesy of Benjamin Moore
6
Angie’s List Business Center® | June 2015
Central Construction Group recently completed this $200,000 remodel of a kitchen
in Indianapolis. Photo by Adam Gibson
What remodeling trends
are you seeing this year?
Word on the street is that homeowners plan on big home
remodels this year. We’d love to see the work you do!
Tweet us your photos of home remodeling jobs
that you’re especially proud of, using the hashtag
#RemodelTrends2015.
NEWS FROM THE LIST
Job Requests in a SNAP
By Carolyn Harless
Wouldn’t it be great if you checked your Angie’s List
Message Center and saw a job request waiting
for you? SnapFix is the revolutionary tool that
does exactly that.
HERE’S HOW IT WORKS
A homeowner wakes up to find that part of his fence
fell down during last night’s storm. He grabs his
phone, logs into the Angie’s List mobile app and
starts a project using SnapFix.
With the SnapFix feature, he can take a photo
of the fence, describe the work needed and offer
scheduling availability. That request is sent to
Angie’s List, where it is then matched to businesses
like yours. Once matched, the request is sent directly
to your Message Center.
SnapFix requests
are actual jobs needing
immediate attention!
WHAT’S GREAT ABOUT SNAPFIX
REQUESTS
They aren’t just from Angie’s List members! SnapFix
is available to everyone in need of home improvements. Your customer doesn’t own a smartphone?
No problem! Customers can also submit
a SnapFix request at AngiesList.com/SnapFix.
After every completed SnapFix request, customers
are encouraged to leave a review about their experience working with you, the completed job, etc.
It’s a great way to track your jobs and stay in touch
with your Angie’s List customers!
THE IMPORTANT DETAILS
These are actual job requests needing immediate
attention! Angie’s List only introduces you to the customer through your Message Center. After that initial
“virtual meeting,” it’s up to you to make arrangements
with the customer to schedule an appointment,
gather any additional details and complete the job.
Be sure to check your Message Center regularly
to see if you have any SnapFix requests waiting
for your response.
www.angieslistbusinesscenter.com
7
USE THE LIST
Why do Customers
Choose Angie’s List?
 Members click on “Shop
Deals” at Angie’s List.
By Megan Brehm
Over three million paid members rely on Angie’s List
to search for services, shop for great deals and find the
right provider to fix their problems. But why do so many
customers choose to use us over a typical word-of-mouth
referral? We’ve got some ideas.
REVIEWS THEY TRUST
24/7 SHOPPING
It’s a well-known fact that we buy just about everything
online. So how are purchasing home improvement
services any different? For Angie’s List customers, it isn’t.
From plumbing disasters to a complete roof installation, customers are able to buy and schedule services
online with eCommerce offers directly from your profile
or the Angie’s List Shop Deals page for a more convenient hiring experience.
8
Angie’s List Business Center® | June 2015
2 They browse offers by
category or keyword.
ECOMMERCE OFFERS
In today’s consumer-driven society, we’re always referring
to online customer reviews to gain insight on a product
or service before planning to buy it. With Angie’s List,
customers are able to provide honest feedback to their
neighbors interested in the same services.
Many homeowners often rely on recommendations
for providers from family members or friends they have
used in the past. While these providers might seem reliable because of who they know, they may not be equipped
for the specific project the homeowner is looking to do.
By reading reviews for service providers, our members
are able to connect with previous customers who may
have similar homes or have dealt with the same issues.
They’re able to learn about how certain projects have
turned out and feel more confident when deciding
which business to hire.
3 Members purchase
your deal!
4 They then schedule
the service online.
QUICK FIXES IN A SNAP
Sometimes explaining a leaky toilet can be hard to put
into words when a customer is trying to describe the
problem over the phone. With the Angie’s List member
app, customers have access to a feature called SnapFix
that allows them to document the problem using photos.
When customers need a quick fix or help with home
improvements, they can SnapFix their project by snapping a photo of the problem, adding a brief description
of the work needed, providing schedule availability and
submitting the job request—all on their smartphones—
connecting them to a highly rated service provider to
do the job.
Angie’s List matches these customers and their
projects to highly rated businesses, and introduces
them virtually.
SNAPFIX
USE THE LIST
Another DIY project gone
wrong leaves a homeowner with a stained carpet.
Instead of researching multiple
carpet cleaners for the job, the homeowner uses the power of SnapFix to
connect to the most qualified service
provider for the job ahead.
Here’s the breakdown of how
one snap of a photo can help connect
you to a new customer’s job request.
Homeowner logs in to the Angie’s
List mobile app and takes a picture
of the stain on his carpet using
the SnapFix feature.
He enters details
of the project.
[
]
It’s up to the business to reach out to the
customer to schedule the appointment or get
any additional information about the project.
What’s great about SnapFix is that these
are actual job requests being sent to you,
which customers need done right now!
It’s a great way to connect quality
businesses with quality customers.
After 20 years, Angie’s List has become more than just
a review site. It’s a place where customers and businesses can connect with confidence and convenience.
The homeowner picks
his availability and
scheduling preferences.
Angie’s List receives the SnapFix
request, matches the customer to a
highly rated business and introduces
the two via Message Center.
www.angieslistbusinesscenter.com
9
FESTIVAL NEWS 2015
The 2015 Festival of Service
By Megan Brehm
Didn’t get the
chance to stop by
this year?
Not to worry!
We’re already
planning our event
for next year.
Make sure to
keep an eye
out for details
in early 2016.
10
The second annual Festival of Service fired
on all cylinders as service providers from
across the country gathered in the heart
of Indianapolis for three days of learning
from business experts, entertainment and,
oh yeah, did we mention racing?
From May 7-9 Angie’s List hosted more
than 1,700 service providers, members and
employees to celebrate excellent service and
learn tips for best business practices from
industry-leading experts.
Guest speakers and Angie’s List
executives presented topics such as “Know
Your Customers: The Unspoken Truths
of Homeowners” and “Build Awareness
Through Angie’s List: Advertising” to
help service providers gain insight and
stay on top of what’s happening in the
ever-changing business world.
Everyone got a taste of life in the fast
lane when racing legend Mario Andretti
paid a visit. He shared stories of growing
up in Italy, building his first race car and his
motivation for his five-decade racing career.
We were also joined by Kevin O’Connor,
Tom Silva and Richard Trethewey from
“This Old House.” The crew stopped by to
discuss their experiences over the years and
answer questions from service providers.
Angie’s List Business Center® | June 2015
NFL Hall of Famers Paul Krause, Joe
DeLamielleure, Elvin Bethea and Roger
Wehrli also dropped in to talk about worklife balance as well as life after retirement.
But it wasn’t all business. In their
downtime our attendees were able enjoy
some downtown festivities with a craft
beer tasting, live music and barbeque on
Georgia Street, as well as a private, VIP
concert featuring three-time Grammy
Award winner Train.
The celebration continued Saturday,
May 9 with the 2015 Angie’s List Grand
Prix of Indianapolis. Service providers,
special guests and Angie’s List representatives enjoyed a day at the Indianapolis
Motor Speedway, complete with even
more VIP treatment as well as
IndyCar racing.
The 2015 Festival of Service was truly
an experience for Angie’s List history
books. We’d like to extend a big thank
you to all those who attended and helped
to make this such a memorable event!
Service providers at the Angie’s List Festival of Service
attended multiple educational sessions and visited
exhibitor booths throughout the three-day event.
Service providers enjoyed a cookout and a concert with
Train and the Angie’s List Grand Prix at the Indianapolis
Motor Speedway. Photos by Angie’s List Multimedia
FESTIVAL ROUNDUP
Angie’s List
Service Providers
Get a Look at
Search Placement
By Brent Glasgow
Photo by Brandon Smith
Each of your customers
has a vote as to what your
reputation on Angie’s List is.
12
Angie’s List Business Center® | June 2015
Angie’s List Senior Director of Marketplace Performance
Evan Hock helped service providers learn how to use the
List to the fullest potential and understand search placement during the annual Festival of Service, May 8 at the
JW Marriott Indianapolis.
Much of the symposium centered on basic tips for
service providers regarding job performance, punctuality
and member assurance.
Hock says mining a successful relationship with
customers starts immediately after they first attempt to
contact a service provider. Calling or emailing back within
a couple of hours, or at least the same day, is often a
deal-clincher.
“What we’ve found is responsiveness in the early stages
of your communication not only gives you a greater chance
at getting that job, it’s also very highly correlated with them
being happy with the experience at the end,” Hock says.
The Angie’s List search placement which debuted earlier
this year, measures a company’s performance against a list of
criteria that we understand are important to consumers.
The performance measurement tool supplements traditional
ratings and reviews by looking at a provider’s responsiveness to members, and the completeness and popularity of a
service provider’s profile. “Search placement is an output of
your performance,” Hock says. “If you’re doing all the things
[right], your score should reflect positively.”
For optimal search placement success, Hock says service
providers should pass Angie’s List certification, actively
participate in the platform and do a thorough and complete
job for members. Certification includes a completed profile;
proof of license, insurance and bonding; and a criminal
background check.
Hock fielded questions from the audience, some on what
to do about negative reviews from consumers. “The best way
to counter that is to request reviews on every transaction,”
Hock says. “Each of your customers has a vote as to what
your reputation on Angie’s List is. If everyone has their say,
then a single disgruntled, unreasonable consumer won’t hurt
your business.
“How you respond to that review can be just as important as what that review says. If you can demonstrate you’re
cool, calm, collected and treat people with respect in the
face of conflict, that’s the kind of résumé our members
are looking for.”
www.angieslistbusinesscenter.com
13
FESTIVAL ROUNDUP
eCommerce
Offers New
Opportunities
for Home
Services Industry
By James Figy
Photo by Brandon Smith
Service providers can engage
in eCommerce with Angie’s
List by offering services to
potential customers.
14
Angie’s List Business Center® | June 2015
The home services industry faces a tremendous opportunity
in eCommerce. Guenter Haines, Vice President of Enterprise
Sales at Angie’s List, spoke at this year’s Festival of Service
and says web- and mobile-based services continue to supplant
traditional business, citing Netflix, Uber and Amazon as
examples. “This is a global trend happening, and home
services is still in the innovation phase of eCommerce,”
he adds.
Service providers must change how they interact with
consumers, Haines says, because many are already offering
everything from plumbing to interior decorating services
online. Those who engage early have more potential to gain.
“Somebody is going to figure this out. Nobody is in a position
to do this better than [Angie’s List],” he says.
Buying a home service or product online is the easy part.
Finding the best craftsmen and women to engage and putting
it all together in a simple but valuable package is much more
difficult. “In our private marketplace, Angie’s List has the best
consumers — our members, highly rated companies, along
with product partners,” Haines says.
Service providers can engage in eCommerce with Angie’s
List by offering services to potential customers. Providers
have the ability to label and price services online. “Everything
your business does can be turned into a pre-packaged service
that is merchandised by Angie’s List and easily purchased by
consumers with a few simple clicks,” Haines says.
Heating and cooling companies must sell more than
a seasonal tune-up online, he adds, because consumers want
to buy a whole new system the same way.
Since some tasks fluctuate in price depending on a home’s
quirks, Haines says the answer is SnapFix. This feature of the
Angie’s List app allows consumers to send a picture of
a job they want to be completed, and then Angie’s List finds
a provider to help. In 2014, consumers used SnapFix for both
small and large jobs, including new roofs and even home
builds, Haines says. “We think SnapFix is the engagement
mechanism to provide for customized eCommerce,” he says.
Maria Cartage, owner of Cartage Home Remodeling
in Northlake, Illinois, says she’s been using Angie’s List to
advertise, offer eCommerce and participate in SnapFix and
has had a mostly positive experience. “We like the fact that
it’s job generation and not lead generation. That means it’s
more of an instant response by the client,” she says. “This
is a new way to do home services, and I think technology
is going to take us a long way.”
YOUR REACH
Writing Your
Story
View David’s story here
Photo by Cantaloupe
By Carolyn Harless
For 20 years, Angie’s List has helped millions
of service providers and consumers connect to
complete just about every home improvement
project imaginable.
Every project needs a service provider.
Every service provider has a story to tell about
his or her business. Angie’s List can help share
that story. Just take it from David Spence.
Influenced by working with his father
for years, David decided that he wanted to
go into business as a general contractor and
electrical firm.
David had no idea what Angie’s List was
until the day he was approached to provide
an estimate on a roof for a loyal Angie’s List
member. Without David’s business being on
Angie’s List, the member refused to allow him
to quote her.
After that, he began writing a new chapter
of his business story, one that involved Angie’s
List. Angie’s List gives businesses an opportunity to shine, connect to the consumers they
want and continue growing.
From setting up a free profile to earning
that first review and setting up an online
store, Angie’s List is dedicated to helping
highly rated businesses expand their reach to
its customers. It’s oaky to be a little skeptical, David was too. But that’s why we have
specialized teams and resources ready to help
you toward your goals.
There’s a team that specializes in your
online Angie’s List presence. One that helps
you build relationships with customers and
another for setting up your Angie’s List store.
There’s even one for expanding your reach to
new or potential customers.
And don’t forget about the 24/7 access to
free review generation tools. Collecting feedback about your business has never been easier
with our free review forms, review link, tear
pads and even a review collection program.
Angie’s List allows you to showcase your
services to the local customer base you want,
communicate with these customers and
track your business’ progress all though your
Business Center account.
If Angie’s List worked for David’s business, then ask yourself, “Why can’t it work for
me too?”
Still not sure? View David’s story here and
then decide for yourself.
Angie’s List can
help you, too.
Your small business
has a story to tell.
Call 1-888-944-5478
or message us
www.angieslistbusinesscenter.com
15
ARE YOUR JOBS
PICTURE PERFECT?
Show Us!
§ N
ow through June 30, submit
photos of your work for a chance
to win up to $1,000
16
EXPERTS 2015
PHOTO
hotos of your work may be used
§ P
throughout Angie’s List content
CONTEST
REE marketing & promotion
§ F
of your company’s work
Enter Today!
Angie’s List Business Center® | June 2015
EXPERTS CONTRIBUTOR PROGRAM
Are You an Expert?
If you’re a highly rated company with serious industry know-how and insider
information for consumers, you could be a great fit for our Experts Contributor
Program. We’re looking for knowledgeable service providers, such as yourself,
to provide regular articles for readers of our website and monthly magazine.
Submitting articles to our Experts Contributor Program
is about much more
than getting your name in a byline. Your articles inform consumers looking to hire
and build your brand as an expert service provider in your field, expanding your
reach to consumers. Consider the following benefits:
BRAND EXPOSURE
By sharing articles, you can promote your company’s in-depth expertise
and experience to the AngiesList.com audience and beyond.
CONTENT MARKETING AND SEARCH
ENGINE OPTIMIZATION (SEO)
If you’re already using advertising, website or social media efforts, supplement
your efforts with this free content marketing channel. If you and your articles
qualify, we can link to your company’s social media accounts and/or possibly
your company website.
We have
published more
then 1,000
Experts articles
on topics from
plumbing to
interior design
to roofing.
AN OPEN-ENDED COMMITMENT
Contribute as many consumer-focused articles
or high-quality photos as you prefer – there is
no limit to how many articles you can share.
FEEDBACK FROM EXPERIENCED CONSUMER EDITORS
Photo ©Thinkstock
Angie’s List has been creating articles and
information with consumers in mind for
20 years, so if you’re not sure where to start
or what to write about, Experts’ online editors
are more than happy to help.
]
Think you have what it takes to
be an Expert with Angie’s List?
What are you waiting for? Get started
today by submitting a 300-800 word
consumer-focused article with
a high-quality photo HERE.
www.angieslistbusinesscenter.com
17
ON THE JOB
10
TERMS
EVERY REMODELING CONTRACT
SHOULD CONTAIN
By Angie’s List Business Center
Contractors routinely battle a perception that home
improvement projects drag on beyond their expected
completion dates and, in worst-case scenarios,
require a second contractor to come in to finish
what the first one started. But that’s a situation
that can be avoided – or at least minimized – with
a simple contract provision. Include these 10 items
in your contract to give customers peace of mind
while protecting all parties involved.
1
2
3
4
5
18
JOB DESCRIPTION
Spell out the project and who is responsible for
what. For example, the homeowner agrees to
provide payment, access to the home, names
those authorized to sign and amend contract.
The contractor will provide necessary tools,
materials and expertise.
6
PROCEDURE FOR WORK ORDERS/
CHANGES TO INITIAL AGREEMENT
7
DETAILED OUTLINE OF COSTS
AND MATERIALS
8
PROOF OF LICENSURE,
INSURANCE AND BONDING
START AND COMPLETION DATES
Set dates to give a framework of time the project
should take, and outline how and when you will
access your customer’s home.
PAYMENT TERMS
Tie payment dates to job completion.
LOCAL AUTHORIZATION
Specify responsibility for securing necessary
regulatory permits for the project.
PENALTIES FOR MISSED
COMPLETION DATES
Give your customer options to deduct or delay
payment if completion dates are missed. Be
specific about amounts and clearly define terms.
Angie’s List Business Center® | June 2015
9
10
Outline a process to follow for project changes or
additions. For example, require written sign-off
on changes sought by the owners or the contractors so you don’t have to accept unauthorized
changes. Change orders are not uncommon, but
a well-defined project should not have several of
them. Large-scale projects often uncover hidden
problems that must be addressed before work
can continue.
Provide this in your estimates and attach the
details to your contract. Create an itemized list
of materials, labor and any other costs. Spell out
specific materials, brands, colors, etc., if you’re
required to find the right materials. Include warranty information as appropriate.
Provide any trade licenses your community
and state requires as well as proof of insurance
and bonding.
TERMINATION CLAUSE
Spell out reasons the homeowner or contractor
can leave the job without penalty.
OTHER PROTECTION
Provide a lien release to show the customer
they’ll be protected. You know you’ll pay the bills
but it gives peace of mind that many customers
need when making their hiring decisions.
K E E P Y O U R H O M E R E N O VAT I O N
ECO-FRIENDLY
WILL A SIMPLE DEEP CLEAN BE ENOUGH TO
REVITALIZE YOUR HOME THIS YEAR?
If not, take a few more creative steps
with decorating, upgrading, or even a
renovation. In no time, your house will
feel like new.
REFRESH INSTEAD OF REPL ACE:
New furniture can eat up a large portion
of a renovation budget. Instead of
replacing old items, Grech suggests
repainting them with Benjamin Moore
ADVANCE®. “Fresh colors and hardware
can bring a dated item into the 21st
century, and save it from the landfill,”
she says. “You can take the same
approach with thrift or vintage store
finds.” You’ll soon be enjoying a revitalized
room at a lower cost, both financially
and environmentally.
She suggests looking for a
paint with zero VOCs* and
emissions**, such as Natura®
Waterborne Paint (by Benjamin
Moore®). It contains zero VOCs
and no emissions, while
remaining virtually odorless,
making it a safer paint for your
family and the environment.
RE
Painting your walls is the
fastest way to completely alter
the look and feel of a space.
“Now there’s no need to
compromise when it comes
to environmentally friendly
paint and performance,”
Grech points out.
N MO
MI
O
START WITH THE WALLS:
B E NJA
While more consumers continue to make
the switch to eco-friendly cleaning products,
Sharon Grech, Benjamin Moore Color &
Design Expert, suggests that an environmentally savvy approach can be taken for
all aspects of home improvement. Here,
she highlights some simple yet effective
ways to make sure your home renovations
have a low eco-footprint.
INTER
IED PA
CERTIF
15
NG
IE ’S
A
20
ST
SPONSORED CONTENT
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are available in a wide variety of styles –
meaning you don’t have to sacrifice style to
help your home reduce toxins.
Benjamin Moore paint is ranked #1 for Quality Performance and Color
Selection by Angie’s List’s best painters and decorators. For more tips on
how to keep your home beautiful, visit www.benjaminmoore.com.
©2015 Benjamin Moore & Co. ADVANCE, Benjamin Moore, Natura and the triangle “M” symbol are registered trademarks, and
Paint like no other is a trademark licensed to Benjamin Moore & Co.
*
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19
Disasters
Prevent your customers from costly mistakes
By Megan Brehm
Summer is officially here and homeowners are eager to start
their outdoor projects. While some are ready to take on the tasks
themselves, not all projects are meant to be DIY.
Now is the perfect time to start educating your customers
on how to plan their projects, how much they should budget
and what they can expect from the end result.
Take a look at some of the most popular outdoor trends
for the summer and how you can help stop homeowners
from becoming a DIY failure on Pinterest.
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Angie’s List Business Center® | June 2015
ON THE JOB
DECKS
Homeowners might know they want
a deck and that’s it. Some go into
the project thinking all it takes is
a couple of 2x4s. They might not be
aware of all of the different sizes,
formats and materials that can
complement their home.
Explaining the use of deck
options like composite materials
and how they can prevent any
warping or cracking over time can
help homeowners feel more at ease
when hiring a pro. You can also help
them to complete their vision by
showing them examples of mutlilevel decks and curved designs.
Another major drawback
customers see when hiring a professional is the cost. Inform your
customers to expect to pay around
$2,000 for roughly a 200 square-foot
wooden deck. According to Ralph
Ford, owner of Deckmasters in
Greenwood, Indiana, a typical deck
he installs can range from 350 to
700 square feet and cost anywhere
from $5,000 to $10,000.
Provide the homeowners with
options and discuss a price range to
help them decide what works best.
OUTDOOR
KITCHENS
Outdoor kitchens have exploded
in popularity in recent years.
While outdoor kitchens can be
great for parties and even add
value to the home, they aren’t
meant for everyone.
A homeowner may have this
great vision of what they want to
see, but the end result might not be
possible. All of the costs that come
along with the installation, maintenance and utilities can also exceed
a homeowner’s budget if they’re not
aware of them.
Ron Price, co-owner of DFW
Improved of Frisco, Texas, explains
outdoor kitchen prices can range
from $5,000 to $50,000. Depending
on the project, the price can be even
steeper. Some full outdoor kitchen
renovations that require an overhaul
of the patio area may cost a couple
hundred thousand dollars.
Utilities can also add up. Because
outdoor kitchens require electrical,
gas and plumbing installations,
a customer can easily tack on
another $700 to $1,000 to their
overall bill.
Help inform your customer by
asking questions like, “How often
will you use it? What features do
you want?” Answering their questions and raising your own questions
and concerns will ultimately build
rapport with homeowners and help
them make the right decision.
POOLS
Customers want to relax by the
pool, not spend hours maintaining
it. Whether it’s above-ground or
in-ground, all pools require great
attention to detail and can cost
a pretty penny for upkeep.
Rodney Wildeman, manager
of Wildeman Pools in Festus,
Missouri, noted that his rates for
reopening a pool for the season
can run a customer anywhere from
$250 to $300. While Justin Pullara,
owner of Simply Pools in Tampa,
Florida, explained that regular
maintenance from his company
can range between $50 to $60 per
visit. This would include testing the
water, adjusting the chemicals and
brushing down the walls.
If a customer is looking to maintain a pool on their own, make sure
they are aware of all the complexities
that go along with it.
Help inform your
customer by asking
questions like,
“How often will
you use it?
What features
do you want?”
Explaining the costs of necessary
equipment such as filters, chemicals, along with maintaining special
features such as LED lights can
help the customer understand
how to properly manage their
pool’s condition.
Business Center
Have any of these
summer projects
under your belt?
Make sure customers know
exactly what you have to offer
by uploading before and after
pictures of these projects to
your Angie’s List Business
Center profile.
www.angieslistbusinesscenter.com
21
ON THE JOB
years
worth of lessons
May marked the 20th anniversary
of Angie’s List. In the past 20 years,
we’ve learned a thing or two.
Here’s our top 10 favorites to share:
EVOLUTION OF CUSTOMERS.
IF A CONTRACTOR’S SERVICE SOUNDS TOO
GOOD TO BE TRUE, IT PROBABLY IS.
Ridiculously low prices or promises of super speedy time
tables often raise a red flag to customers. So make sure
you’re offering a fair price for your service and products.
If you’re not sure what a fair price would be for your area,
contact an Angie’s List eCommerce representative today.
RESEARCH,
RESEARCH,
RESEARCH.
Before starting any home
improvement project,
customers check Angie’s
List to scope out multiple service providers and read
what others had to say about their experiences with
specific businesses. It’s unlikely for any customer
to start a major home improvement project without
having multiple quotes to consider.
CREDENTIALS MATTER.
Speaking of research, it might be a good time to check
to see if your Business Center profile is updated with
the most accurate information about your business.
Not only do customers consider your business’ reviews, but
they also look to see if you’re properly licensed and insured
for the task at hand.
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Angie’s List Business Center® | June 2015
There used to be a time when a customer
would open a phone book, pick the first service
provider on the page and call to schedule an
appointment for repairs. Now, more and more
customers seem to always be on the go, or
in need of a convenient way to hire plumbers,
contractors and more. For those who don’t
have time to research, they choose to shop for
local offers on Angie’s List or trust SnapFix to
connect to a highly rated business capable of
fixing any homeowner nightmare.
DEFINE A PAYMENT SCHEDULE.
Don’t expect payment in full until the work
is done to the customer’s satisfaction.
Discuss a schedule, such as paying a third
when work begins, a third halfway
through and the rest
at completion.
ENCOURAGE
REVIEWS.
Feedback is important
for any business (big
or small). How can you gauge customer
satisfaction if you never ask? Take the time to talk to
customers after the job is done to see how you met their
expectations. You can always use the Angie’s List review
tools to help gather feedback as well.
IT’S IN THE FINE PRINT.
Go over any contracts with your customer. If the customer
wants to amend it in any way, make sure it is discussed in
person and always review any changes made.
MEET YOUR MOVER.
Provide customers your business’ registration number and/or motor
carrier number so they can verify your licensing on ProtectYourMove.
gov. It’s just another way to show you take your business and responsibilities to your customers seriously.
Have questions
or feedback about
PROOF OF WORK.
When discussing a project with your customer, take a few “before”
photos to document the work needed. Then, when the work is
completed, take a few “after” photos as well. Not only does this document the work you’ve done, but these photos can also be uploaded to
your portfolio on the Business Center, business website or social media
sites to show off your skills.
the Angie’s List
Toolbox Magazine?
Shoot an email to
ONE OF OUR BIGGEST
INITIATIVES IS LEAD
PAINT SAFETY.
The EPA outlawed lead paint in 1978,
but it still lingers. Precautions are
needed when renovating older homes,
not just for the homeowner but the
service provider as well. Lead paint
poses a health hazard and specific
steps need to be followed for proper
disposal. Make sure your business
is lead-certified by applying for or
updating your certification. You can
find more details on the EPA website.
spideas@angieslist.com
to tell us what
you think!
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