Have you noticed the blurring of lines between business and social activities? You may be at your kid’s school concert or soccer game when the discussion turns to occupations. If you mention that you are a designer and/or builder, folks tend to say something like, “Oh, we could use your help!” What a perfect opportunity to find out if they really could use your help, in a nonthreatening and non-sales-like atmosphere. In a relaxed and social setting people tend to let down their defenses and offer genuine information.

What if you could create that relaxed social setting for all of your potential clients? How would you do it and what would you want to convey to them if you could? An increasing number of design/builders are holding remodeling/construction seminars or open houses in their markets to pull in prospective customers. Often these gatherings are held in their office or design center. Some contractors prefer to have the meetings at local restaurants or wine/cheese shops to attract the upscale customer or because their shops would not accommodate such a gathering. Whatever the case, the object is to get your prospects in front of you and your work in a nonthreatening, informative and social setting.

But before you run out and rent a space, think about your message and your audience. Placing an ad in the local newspaper may attract a large crowd, but it also may attract those only looking for free coffee and pastries. Instead, find one of plenty of marketing companies that will sell you mailing lists of consumers. Certainly geographic parameters are a good place to start narrowing your target. Beyond that, you may purchase lists that target specific consumers: families with children; homeowners with a certain income level; homes in an area with older housing stock, etc.

Once you have figured out who you want to invite to your soiree, start preparing your message and the medium by which you will convey that message. Your message should be clear, meaningful and help move the potential customer to qualifying or disqualifying themselves from your services. For example, you may want to give an overview of your design/build process and the timeline involved. If you are an architect or have your own in-house designer, you’re probably not going to work with a client who has his own architect or plans. Likewise, the seminar attendees who want to purchase building materials themselves and have you do the installation should be disqualified.