As a 30 year, multi-generational, commercial landscaping business ACME is used to dealing with business owners and property managers. Entering the high end landscape design market requires an understanding of a whole new demographic; wealthy homeowners.
The overall key to being successful in this demographic is to understand how wealthy people think. More important is understanding them so well that you can model yourself, your company, your employees, and of course you’re messaging so as to be desirable by this new market.
We make multiple suggestions in this report but it is so important we suggest reading one or more of the following:
How Rich People Think by Steve Siebold
The Top 10 Distinctions Between Millionaires and the Middle Class by Keith Cameron SmithSecrets of the Millionaire Mind: Mastering the Inner Game of Wealth by T. Harv Eker
In short, ACME needs a makeover to compete in this new market. Not just a physical one but a psychological one.
The good news is this market is so different from ACME’s current market and so new to Homelilne, that it is easier and more cost effective to simply start another brand. A new logo, a new website, and even a new hidden porta-potty. Keep the current operation and do not change what is working. Simply add a new identity.
Professional “after” pictures is the number one key to high end websites and collateral. “Before” or “during” pictures, videos, comingling of maintenance or commercial services, and too much text only add to the possibility of losing the prospect.
There is no better way to pin point wealthy people in certain cities with homes over $1mm then direct mail. A high end magazine/catalog nice enough for someone to NOT throw out is the most likely collateral. A website dedicated to this target market is part and parcel as prospects will check you out on the web before calling.
The way you, your employees, and the company look, act, and deliver will be the key to referrals and repeat business.
Managing your new staff and operational expectations will be the real challenge. Wealthy people tend to be higher educated and will see through any failure to meet the expectations suggested in this report.