A Word on Referrals

Go where the eyeballs go, certainly, but where are the ears going?

Legacy allocates 95% of our yearly advertising budget into online marketing. That is where the eyeballs are, so that is where we want to be. We started with engine or power plant: the website. We had a small firm build a responsive site with an emphasis on generating leads. All efforts on-site is put into capturing customer info so we can contact them via phone. That was an upfront cost.

Our monthly online marketing costs are fully funneled into local SEO and PPC campaigns. So with all of this money and time being earmarked for online marketing, and with such an extreme focus online, should we try to diversify? What I mean by that, is should we ignore all other traditional forms of media such as print, radio, tv, and word of mouth? We have long been convicted that print, radio, and tv’s cost is much too inflated for small business. At a cost of $500 for 30 15-second radio spots, we can stretch those dollars much further with PPC ads and be able to track our exact conversion rate!

But what about word of mouth you say? How do you invest in word of mouth or better yet, how do you manufacture it? I’ll give you one uniquely old-fashioned way to do just that. There are local networking (referral) groups in most cities facilitated by BNI.

I experienced the potential power of a BNI referral group upon joining last fall. Essentially BNI is a group of individuals in their respective areas of industry coming together and passing each other business. There are HVAC companies, Insurance Agencies, and Interior Designers. Almost every industry is represented in any given group.

Every thursday morning, we stand and give a 30-60 second “commercial”  explaining what you do, and what type of referral you are looking for. BNI is expensive no doubt (on average yearly dues are $1100/yr), but depending on your profit margin, one or two sales and you are in the black. There is competition in doing what BNI does but I believe BNI to be the best referral group network.

 

4 Vehicles We Always Keep In Stock

Don’t try to swim upstream. It doesn’t matter how good the price or how attractive a Chrysler Crossfire is, if the public doesn’t want it, there is no reason to have it on the lot.

In our years serving Tuscaloosa, we have noticed that there are a handful of vehicles that we literally can’t keep on the lot. As soon as I buy them, they are gone.

Oftentimes these vehicles command a much higher price than a vehicle with similar mileage and features. And yet, the public is willing to pay higher prices because it in turn means safety, dependability, or better fuel economy.

So without further ado, here are the top four vehicles that:

  1. Are our best sellers in Tuscaloosa
  2. If you haven’t thought about purchasing, you should.
  3. The general public has deemed a good value

1. Toyota 4Runner

Credit: Toyota

Credit: Toyota

2. Honda Accord

Credit: Weick Honda

Credit: Weick Honda

3. Toyota Camry

Credit: Car and Driver

Credit: Car and Driver

4. Ford F-150

Dredit: Ford

Dredit: Ford

Honorable Mentions: Chevrolet Malibu, Ford Fusion