Nimble, reliable, professional, fun … by leveraging social media, small-and-smart Burgin Construction is emerging from the downturn with the kind of visibility and client connectivity that companies many times its size might envy.
In boom times, the company spent heavily on print marketing. When business dropped in 2008, a key retrenchment strategy involved leveraging the owners’ friendliness and Web savvy. Through a blog, e-letters (and printed newsletters), Twitter, Facebook, and LinkedIn, the couple uses social media to deliver leads and educate prospects about licensing, contracts, insurance, and other keys to a professional remodeling experience.
Deep community connections support the cause. Brad began the company in high school to fulfill local demand for his cabinetry. To this day the company’s roots remain anchored in a strong word-of-mouth network, a regular presence at community service projects, and, of course, a well-informed clientele.
- Active use of online social media as an educational and outreach tool for clients and prospects.
- Continue to mail clients an 8.5-by-17-inch printed newsletter.
- Member of several major industry associations.
- Participate in community service projects such as Habitat for Humanity.
- Thriving niche in building entertainment centers (regaining ground as homeowners downsize from monster-sized TVs).
- Work closely with industry consultant.
- Ongoing reinvestment in the business.
- Saved $4,000 a month by shedding two rented buildings and downsizing staff and operations into a home-based office and shop area.
Notable quote (Rhonda): “Providing educational information through our site and participating in community service projects allows us to give back to those who have supported us as a local small business for the past 20 years.”
- Leah Thayer