How to Use Text Message Marketing in Your Painting Business

I am a big proponent of what we refer to as multi-step, multimedia marketing. I do not have a prejudice against any medium, mail, email, social media, etc. In fact, when it comes to reaching people directly, there are only five ways that you can do it, and text messaging is one of the mediums that I see being underutilized by painting contractors. Here are a few ways to incorporate text messaging into your painting business in ways that you may not be doing now:

Before Anything, Make Sure You Have an Opt-In

The first thing you need to do is get people’s permission to send them text messages. There are all kinds of laws on the books. I’m not an attorney, and this isn’t legal advice, but having an opt-in is legally required when you’re doing some form of marketing in which you’re going to be reaching people directly via e-mail or text message. The easiest way to do this is by creating a terms and conditions section on the page of your website where people go to request an estimate. Let them know that by submitting a form for an estimate that you are going to be contacting them through one way or another and that they are opting in. 

For the times when people come to you through phone calls or other avenues, just make sure that in your contracts you have a simple little clause, maybe one sentence, that says by signing this contract they authorize you to communicate with them by email, text, et cetera. While it is in a little bit of a gray area, it is best practice to get people to opt-in before sending them marketing texts.

Send Mass Messages

After you’ve done it by the books and have gotten people to opt-in, you can send out a mess text message. Simply ask a question like, “Will you need anything painted between now and the end of the day? – Ted, the painter.”  There are two reasons why I wouldn’t worry too much about having your company name in the message. The first is that a lot of times people won’t even remember your company name. Second, for many of you with long company names- and I’ve definitely seen some long ones- you want to limit the number of texts you send. 

You want to keep the messages brief, interactive, and personalized. Make it feel like it’s made to be seen by one person, not a mass text blast. If you’re not using mass text to try to find work or to drive people to different landing pages or offers, I’d recommend you do that. 

Use Texts to Send a Review Link After The Job is Completed

At the end of every job, just ask people, “Hey, if I text you a link, would you consider giving my company a review?” Just text them the link when you’re standing right in front of them, and make sure that it works! I suggest getting the direct review link from your Google My Business. Make sure it’s the direct review link and not just a link to your Google My Business, because that won’t work on mobile. I would also suggest using a link shorterner to shorten the link before you send it out.

This way you’re much more likely to get an onsite review. Can you get them in other ways? Absolutely, but I think this is going to be a lot more effective for you. 

Use Texts To Close Sales

Text messaging can really help close sales. I know many of you may send the standard text message that goes, “Hey, I’m just following up on the estimate.” which you should. What I would suggest is to shoot a personal video. Simply hold up your phone and go, “Hey, Mrs. Johnson, This is Brandon with ABC Painting. I’m really excited about working on your deck staining project. Would you mind calling me or text messaging me and let me know what you’re thinking? Thanks so much.” and send it! Those personalized video text messages will get higher replies. You don’t even need to use any text in the message, just send the video. That way, they’re going to want to open it and see why you’ve sent a video and what it is.

Use Every Tool at Your Disposal

Going through your painting career without using text, without using email, without using mail, without using phone, without using slob broadcast, without using social media is just crazy. You would never paint a house with just a roller, just a brush, or just a sprayer. When you’re marketing to your client list or list of prospective customers, commercial or residential, it’s really helpful to use every single tool at your disposal. 

3 Comments

  1. Derek on December 22, 2020 at 9:13 pm

    Hello there, As always I enjoy this wonderful and impactful knowledge would be interested in a follow up on this topic as what programs or apps you recommend utilizing for this approach, setting up the first appointment/reminder/follow up/etc 👍🏻

  2. Peter W Elvin on December 29, 2020 at 11:01 am

    As always, timely, relevant, and impactfull information!

    So often, it’s the small details, when utilized consistently, that puts you so head & shoulders far ahead of your competition. And who’s got time to think of all this when you’re knee deep in work?

    Brandon is jam packed full of these creative, well conceived ideas to leverage your business.

    Thanks Brandon!

    • Brandon Lewis on December 29, 2020 at 11:09 am

      Glad we can help Peter! Reach out if I can ever assist you in growing your painting business!

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