Imagine your city’s mayor issuing a special proclamation for one of your promotional events. That’s what happened when Residential Renovations put on its first-ever Home and Neighborhood Revitalization Day, where it gave away a $25,000 remodeling job.

“People were shocked we were doing this,” says Milissa Clark, the company’s marketing consultant. “They were calling the city saying, ‘Is this real?’”

In addition to the giveaway, Residential Renovations brought in many of the manufacturers it works with for hands-on demonstrations. A kids’ building area rounded out the festivities. Behind the scenes, all those people who entered to win the $25,000 remodeling job were being put into a sophisticated customer relationship management system so they could be mined for leads and future “drip” marketing campaigns that send promotions over a period of time to garner new customers.

The real heart of the Home and Neighborhood Revitalization Day program continues to be the partnership with a local charity group that helps low-income people renovate their homes. “Not everybody can plunk down $7,000 or $8,000, but if they’re given a $99-a-month deal with a reasonable end date, they can afford it,” Clark says.

That kind of problem-solving attitude permeates the company—and keeps it growing strong, she adds. “Sometimes, it’s really about listening,” she says. “We really hear what people are asking and what they need.” For example, she says, customers said they needed better financing options, so the company now offers seven different programs. It also offers a wide variety of products in all categories, from roofing to windows.

But it’s not enough just to offer options. Salespeople must also be able to educate customers about the value of different products. “When people understand what they’re buying at $199 versus $399, they’ll pay [the $399] because they see the value and the benefit,” she says.