The Power Of Words

Marketing is, at least in part, the art of persuasion. And words are - along with pictures, sounds and other sensory, intellectual inputs - a central tool to any marketer or communicator. Easy to take for granted (just look at how some of our political figures use the language), words are powerful, and importance, especially for contractors. One important phrase that too many contractors are using nowadays, are “free estimates”. Even the word estimate brings a negative connotation to a homeowner, because all it means is $$$…

Instead of the word “estimate” to differentiate yourself from your competitors, you should be using the word “evaluation”.

By offering an “in home evaluation”, you are telling the homeowner that you want to evaluate the project, and offer them the best solution for their project, regardless if it is a kitchen remodel, or simply a furnace repair. By using these words, a homeowner is more inclined to submit their information to your website, or respond to a direct mail piece.

If you are a contractor who charges for your “estimates”, by using the phrase “in home evaluation”, it may appear to the homeowner that they are actually getting something for the payment.

The word “estimate” is negative nowadays, because homeowners are constantly being told they need to get “3 estimates”… But how many “evaluations” are they required?

You can even expand on this by creating a document or form that expands on the specific evaluation. Once you provide the “evaluation”, give the potential client a form, outlining what you have discovered, and simply provide a cost for your services.