“Extreme Makeover, the Home Edition,” “Trading Spaces,” ‘Home and Garden TV”—an entire cable network dedicated to home decorating and improvement—these programs and network are among the most popular on television today. Advertisers fill the programs and networks—particularly dominant are Home Depot and Lowes. Home improvement has become an enormous interest to the American consumer. It’s big business for the smart marketer. As our lives become more hectic and life moves at the speed of computers, Americans find refuge in their homes. Creating their own personal style within their home environments has become a priority with consumers. And with the growth of Lowes and Home Depot, stores that specialize in the “do-it-yourself” category, the home improvement business does not show any signs of slowing down.
 
How does the home improvement specialist make a difference in this highly competitive category? Sweet, simple service. Whether you operate a home improvement store or perform home improvement services, “service” is the operative word. In fact, in the last few years, Lowes has passed Home Depot in customer satisfaction, according to recent consumer surveys. Lowes offers “how-to” classes and chain-wide is making an effort to provide help to shoppers wanting to know “how-to.”
 
Now, individuals in the home improvement industry have a great opportunity to make huge gains. The recent hurricane is creating an enormous market of consumers seeking to repair and improve their homes. However, many are doing so in an environment of distrust with reports of dishonest contractors taking consumer’s dollars and not performing the work, performing substandard work and charging exorbitant prices. You can make a difference for your business, by providing references, carefully outlining the work to be performed with detailed written and verbal explanations. Provide written estimates that spell out what costs will be additional and how those costs are to be handled. As in any business, communication and follow-through will be the key. The more professional you are in your presentation, the more you can gain the trust of your customer.
 
Right now, there is a lot of business out there for those in the home improvement industry. This is a great opportunity for the small business to grow. But as in any business, word of mouth will make or break you. Fair dealing and follow through will be the keys in determining which businesses continue to thrive after the rebuilding from the storm has peaked.

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