INDIANAPOLIS, IN — We’re all familiar with the saying “image is everything,” but at Steve Gray Renovations, it is a rule. It has taken the firm a mere four years to make its mark via a unique marketing plan – all geared toward easing the design process for clients.

According to Steve Gray, president of the firm, based here, the marketing plan features an award-winning Web site and monthly eNewsletters – as well as print initiatives and strategic alliances – to best reach out to targeted clientele and spread the company’s message of honesty, integrity and quality.

The firm caters to an affluent clientele, with house renovations totaling nearly $100,000 and kitchens and baths playing key roles.

The firm partners with many suppliers throughout the area, which means it has access to the majority of product lines the customer wants for any renovation project, Gray notes.

“There is a drive here to offer something unique to each client and to challenge each party involved with the project to ‘show off’ their craftsmanship,” he stresses.

Spreading the Word

Gray notes that a variety of platforms comprise his marketing approach. The company’s Web site, which includes back history and photos of past projects, and the monthly eNewsletter, are particularly effective, he observes.

“We have also established a partnership with our local NBC affiliate, where we showcase our preferred partner companies for area home-owners to contact for their needs,” he explains. “We’re expanding a Web page on their site that is a valuable resource for area homeowners.”

Gray reports that his company has also launched a new division, the ‘SGR Handyman Division,’ which is designed to help its customers maintain their homes after the job is completed.

Gray combines his 20-plus years of experience in the industry with strategic alliances with vendors, a majority of whom are certified, in order to buttress the firm’s message through referrals.

“Our clients’ satisfaction means more referrals, continued business and a positive reputation in the marketplace,” he stresses.

Gray also uses his fleet of vehicles – which feature the firm’s logo, telephone number and Web address – to drive traffic to the company’s Web site.

The firm is also involved with its local Chamber of Commerce to keep its name out there, and is active in silent auctions for charity. In addition, it offers sponsorships, donates time and provides services for the local Little League.