Improve Yourself Before Changing the World
Just this week, I received a piece of writing that represents an incredibly valuable mindset shift for any contractor in the home improvement and renovation industry. (The article I’ll be referencing throughout is worth the read, and you can find it in full here.)
If you’re a reader of this series, you’ve no doubt experienced the challenges that come along with developing a successful contracting business in a narrow segment of the home improvement market. You may not run your operation, but some of you are responsible for much of the direction you head and the customers you pursue. Steering the ship is a big responsibility, and it’s easy to get caught up in keeping business running as usual without setting aside time to diagnose your efforts.
From the beginning, the author identifies a widespread problem for many contractors: determining an exact market and being disciplined enough to stick to it. It’s easy when business is slow or a customer approaches you with a project to dedicate your time to a project outside your wheelhouse. But does that job ultimately serve you and your business well? Would your limited time and resources be better spent on a different project or client?
This analysis should extend to your people, too. It also includes assigning yourself to do the work that no one else can do. Small business owners are often guilty of overworking themselves with tasks better suited for delegation (big surprise, I know.) You know how valuable your time is, so treat it that way. Concisely, work on your business, not in it.
Another blog post I find very relevant here is this recent one from author Seth Godin. He discusses the concept of market share, a pressing idea for anyone taking a wider view of the roofing space. It’s no secret that asphalt roofing still occupies a majority of the market, with metal continuing to carve out a bigger wedge every year. This same approach also works for individual companies like yours. Instead of overexerting yourself and accepting every job, focus on your unique offering. Not every contractor offers metal roofing, and most don’t possess your level of expertise.
Your knowledge, backlog of completed projects, and an array of positive reviews are excellent proof of your competitive advantage. If you have a history of success, don’t be afraid to market yourself as an expert. People want to choose the tried-and-true option, with beautiful before-and-after photos, good word of mouth, and years of experience.
The last section of Seth’s article puts it perfectly, “You get there by embracing the 1% and doing such a good job that the word spreads. The smallest viable audience gives you focus, traction, and positive direction.” None of us can immediately scale to serve the entire state or tristate area’s entire roofing load, but we can refine our approach and increase market share in our local area.
So, what does your ideal project look like? Which kind of customer is perfect for you, and how can you show up more in their searches? Conduct some self-examination and revisit the jobs that flowed smoothly and resulted in everyone being satisfied. You might be surprised by what you find.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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