Four years ago Jeff Petrucci, owner of Bloomfield Construction, made the transition from specialty contractor — roofing, siding, and window products — to full-service remodeling company. Now he's doing more remodeling than anything else.

And he's discovered that his sweet spot is sunrooms and additions. “I don't do kitchens,” he says. “I don't have the experience, and I'm not ready to experiment with it.” Knowing what he does best and most profitably helps him home in on where to spend his marketing dollars.

With skills fine-tuned from his earlier focus, Petrucci has been successful with his efforts in direct mail, an e-mail newsletter, and the Internet. Technology has proven useful in other ways, too. He uses it to connect with his tech-savvy clients, taking digital photos and immediately completing change orders. “It's a way to show them we're on top of things,” he says.

Petrucci says he's learning every day: “Someone once told me, ‘When you're green, you're growing. When you're ripe, you're rotten.'”