NICHE MARKET
all projects to have a number of case studies to show clients your successful track record. Equally, to succeed, builders need to fully commit to their niche. “Some have a difficulty saying no to the work they don’t really want,” Warner explains, “and try to sit in several different boxes at the same time. This can be due to a lack of confidence in their abilities to win sufficient work to keep revenues at a consistent level.” Warner says before going niche, builders should be able to answer: What sets me apart? What value do I provide that other builders don’t? What social proof can I provide to prospective clients; for example, case studies, testimonials, images, videos that demonstrate I am the builder of choice? Being able to show what makes your service unique and valuable is essential. Create an impressive and informative brochure to share with prospective clients, and align it with the branding on your website and social media channels, Warner advises. And, of course, as with all building projects, be professional and treat clients with respect. “Have a few clients who are willing to be spokespeople to any prospective clients who would like to speak to someone who has used the builder’s services for similar projects,” Warner says. “Make sure your quote goes out promptly, is branded and detailed, so that any competitor’s quotes can be compared.” Get this right, Warner says, and you can expect a career of greater “enjoyment and fulfilment” – and potentially higher profits too.
Finnie’s advice for going niche
For fellow FMB members who are contemplating moving into a niche market segment, Finnie says to: 1 Carry out as much market research as you can, with plenty of focus on supply and demand; 2 Look into spin-off products and services to support your income. “Often the spin-off is at a lower volume than your main business so ensure that you have the capability to carry this out profitably with the same enthusiasm and skill, or have the contractors on hand to do so,” he warns; and 3 Be ready for a “culture shock” when it comes to marketing and selling your product, which will very likely require a far more “personable experience than a lot of SMEs are used to”.
Glamping pods and garden rooms have provided a profitable niche for FMB member Garden Rooms & Glamping in Scotland
Finnie’s in a strong position now, but finding his niche has not been without challenges. Chief amongst them has been forming relationships with specialist suppliers of high-end materials to make his garden rooms really “stand out from the crowd”. Especially since he chose to use structurally insulated panels (SIPs), requiring only the most trusted and experienced suppliers. “I needed admin support and trusted supply and structural guarantees,” Finnie explains. “Product selection and supplier relationships have taken some time to get right – and it’s on-going – but it ensures I always provide
a turn-key service to clients when required.” The effort has been worth it. Finnie explains: “By going niche I’ve found myself with slightly less competition and a little more trust from clients, which gives me a more relaxed atmosphere and has brought the enjoyment and enthusiasm back into my work. “I look forward to designing and building, which has been the most enjoyable part of a new-start business, which at first sounded very daunting.” Mistakes to avoid Not all builders who pursue a niche succeed. So it’s essential to lay sturdy foundations.
Alison Warner, Founder of Evolve and Grow Coaching, says that when people fail in their foray into a niche market, it’s usually due to lacking a clear vision, mission and values. “These need to be clearly articulated so your ideal client recognises instantly that you have the experience and credibility to meet their needs.” Additionally, it’s important to have a concise and easily expressed brand proposition. Potential clients need to know exactly what you’re offering. Demonstrating expertise can be difficult, particularly at the early stages of operating within a niche. Warner recommends documenting
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Master Builder
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