Their prices defy logic. Their workmanship is dubious, their crews ill-mannered. From new construction to commercial work to handyman work around the house, many nontraditional competitors have minimal experience remodeling existing homes. But their aggressive marketing and unrealistically low pricing can make it difficult for you to connect with new prospects. How do you compete? In the marketing context, you “set a standard that most of the competition can’t meet,” says Mike Jeffries, managing partner of Rivers of Revenue, a marketing consulting firm.

Many homeowners have never remodeled, “so they don’t know what to look for — or what to look out for,” he says. Below are some of his recommendations for educating prospects about how to choose a qualified and experienced contractor.

—Leah Thayer, senior editor, REMODELING.