An important strategy to scale your bath and kitchen refinishing business

Introduction

In the refinishing market, there are several different types of buyers. Each type of buyer has their own priorities and unique buying process. In marketing, “buyer personas” are used to help define a business’ different customer types or segments. A persona is a prototype of what a typical buyer in this segment is like. Personas are very helpful in developing a profile for the customer, knowing what services they want, and how they buy.

We’ve identified several personas for the refinishing business. Use them as a guide as you are prospecting and engaging with customers:

Hannah Homeownerpersona homeowner

  • Demographics: 40 to 65 years old have lived in their house for at least five years, they own their home, often empty nesters.
  • Why they buy: To refresh the look of their home for less than the cost of a full remodel. Not wanting to be embarrassed when they have guests, this is an emotional purchase.
  • How they learn about refinishing: They hear about these services from friends, family, and others who have had refinishing work done.
  • How they find a refinisher: They will find a refinisher via referrals, web search, or Facebook
  • Buying priorities: They seek to raise self-esteem from their home and are looking for a high-quality finish, no mess, and limited disruptions in their home. Some buyers will also care about budget-friendly options, environmentally friendly materials (low VOC), and quick turnaround.
  • Price Sensitivity: If they like the refinisher, view them as trustworthy, have received good reviews from others, and want the upgrade, they are less price sensitive.

 

Harold Hotel Managerpersona hotel manager

  • Demographics: 35 to 55 years old, they are either a hotel manager or the maintenance manager at a hotel.
  • Why they buy: They buy to solve a problem. Either they have newer hotels in their area that present fresher, newer bathrooms, or they are getting bad reviews on Yelp or other sites due to the look of their rooms. They are noticing higher vacancy rates, or they cannot raise room rates and remain competitive with newer hotels. Corporate performs inspections that can trigger updates and repairs to surfaces.
  • How they learn about refinishing: Refinishers drop in with product information and perhaps an introductory conversation. They also learn about it from other hotel managers.
  • How they find a refinisher: They get referrals from other trades, other managers, or by searching on the web or Facebook.
  • Buying Priorities: Inexpensive, medium quality, fast. They want to minimize disruptions to guests, and they want to turn the room quickly so it can be filled again.
  • Price Sensitivity: The hotel manager operates on slim margins. However, when the refinishing is solving a problem, they can find money to do the job.
  • How they buy: They are often open to working with you on blocks of rooms throughout the year. This can become a long-term contract relationship for the refinisher.

 

Pete Property Manager (Similar to hotel managers)persona property manager

  • Demographics: 35 to 55 years old, they are either a property manager or the maintenance manager for several properties.
  • Why they buy: They buy to solve a problem. Either they have newer properties in their area that present fresher, newer bathrooms, or they are getting bad reviews due to the look of their units. They’re noticing higher vacancy rates, or they cannot raise rents and be competitive with newer properties. Corporate does inspections that can result in updates and repairs.
  • How they learn about refinishing: Refinishers drop in at the management office with product information and perhaps an introductory conversation. They also learn about it from other property managers.
  • How they find a refinisher: They get referrals from other trades or other property managers. They may also search on the web or Facebook for refinishers.
  • Buying Priorities: They want moderate price, medium quality, and fast service. They want to turn the apartment quickly so it can be filled again.
  • Price sensitivity: The property manager operates on slim margins. However, when the refinishing is solving a problem, they can find money to do the job.
  • How they buy: They are open to working with you on apartment turns throughout the year. This can become a long-term contract relationship for the refinisher.

 

Renee Realtorpersona realtor

  • Demographics: 35 to 55 years old; they are an established and successful realtor who works with homeowners in your community to sell their homes.
  • Why they buy: They buy refinishing to inexpensively refresh the look of a home they are trying to sell that appears dated. The master bathroom is only behind the kitchen as the most important room for home buyers.
  • How they learn about refinishing: They hear about refinishing as an option from other realtors, or trades they work with when preparing a house for sale. Previous experience with refinishers.
  • How they find a refinisher: They get referrals from other realtors or trades. They may also search on the web or Facebook.
  • Buying priorities: They want quick, inexpensive, and quality work. They are in a hurry to get the house ready for showings, so your availability to get in and out quickly is important.
  • Price sensitivity: Moderate or high. The experienced realtor knows the value of a quality reliable refinisher and will pay more. Some newer realtors can be very price-sensitive. Find the successful ones.
  • Connecting with realtors: Realtors live on their cell phones. The good ones are very prompt in returning phone calls. Do not be shy about leaving a message but be concise. Never more than 30 seconds and leave your name and number as well.

 

persona house flipperHenrietta House Flipper (Similar to Realtors)

  • Demographics: 35 to 55 years old; they regularly buy, refurbish, and resell houses as an important income source. They may be a sophisticated buyer of refinishing.
  • Why they buy: They buy to inexpensively refresh the look of the master bathroom, which behind the kitchen is the second most important room for home buyers.
  • How they learn about refinishing: From other trades they work with when refurbishing a house, previous refinishing experience, other house flippers, Google, and Facebook.
  • How they find a refinisher: They get referrals from other trades or search on the web or Facebook.
  • Buying priorities: They need inexpensive, quality work and high availability. They want to flip the house quickly and inexpensively.
  • Price sensitivity: Moderate to High. An experienced house flipper is less price sensitive; they just want fast, quality service. The house flipper wants to make the maximum profit on the house. That means price-sensitive quality refinishing and fast turnaround.

 

Conclusion

It’s important to understand that each type of buyer has their own unique priorities, buying process, and service level preferences.  When you approach them remember to ask them questions to understand their preferences. Listen carefully to what they share with you. Tailor your proposals and your service to what they care about.

While different types of buyers have similar preferences, understand that you are always serving a customer of one. When you speak their language and deliver what they want in their preferred manner, you have created a satisfied customer, an advocate, and very likely a repeat customer.

 

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