Furniture Store Marketing – When Everyone Is Your Customer, No One is Your Customer!

One of the biggest challenges home furnishing owners must overcome, in order to be successful in this new economy, is the dreaded I-offer-everything-for-everyone syndrome. On the surface this looks like a sure-fire way to get more customers, but it is already proven time and time again that it is not always the most successful way to prosper in your store.

If you are an independent home furnishing retailers, then chances are you have a limited budget and limited space to work with. So, if your store offers several contemporary collections, several ultra-modern collections and some eclectic pieces as well as some early American collections scattered through you store, do you really think that you have enough of any of those styles to satisfy the type of customers who are looking for a specific style? However, style is only one way to target your customer.

In fact, the most successful furniture retailers in my area focus on a couple of things to attract a specific type of customer:

  • Complete living room packages for under $ 2,000 or furnish your entitlement home for under $ 5,000.
  • Long-term low or no interest financing
  • Fast delivery within 3 days or less
  • Lower prices for packages

So, by narrowing down their advertising, they attract a customer that wants to purchase multiple pieces, which in turn, drives the average ticket sale and profits up. They then offer attractive financing terms which attracts customers with good credit and income, while enticing them to spend more money because the customer has longer to pay for it.

Most importantly, they save the customer money by buying more and can get it in their homes in a couple of days. There is also another twist to these retailers. They reward their salespeople handsomely for NOT selling the financing, but getting customers to pay off their balances in less than 90 days.

There is a common slogan in marketing statute, "There are riches in niches." Simply put, this slogan means determine who your most profitable, enjoyable and easy to attract customer is, and then specialize in getting more of those customers to come into your store and buy. You do this by creating a USP (Unique Selling Proposition) that compels your most profitable customer to come back into your business again and again.

What if you reviewed your business over the last couple of years and discovered the following trends about your customers and prospects:

  • Wives initially visited the store without their husbands.
  • Recently married
  • Had three kids
  • Lived within five miles of your store
  • Spent between $ 800 – $ 1500 on sofa, loveseat and tables.
  • Paid by Visa, MasterCard or Discover

Once you have this information, you can redesign your store and business to cater to more of the same types of customers that are currently spending good money in your store.

However, you can only use this information to your advantage if you take the time to find out who your customer is, what is important to them and what they really want.

It may come as a surprise to you, but your customers want more than just a sofa. If you are just selling a sofa, you are missing out on a ton of business. Here are a few of the keys I have discovered over the years:

  • Do not sell mattresses, sell relief from back pain.
  • Do not sell home theater seats, sell the entertainment experience.
  • Do not sell sofas or loveseats, sell comfort and warmth.
  • Do not sell furniture, sell status and prestige.
  • Do not sell interior design, sell ENVY and the WOW factor!

Once you know what your customers really want then, you could use that information to create a USP that attracts more of the same type of customers. For example:

  • "Do not hire expensive interior designers, use our 23 point design checklist and give your home a million dollar look for FREE!"
  • "Discover how to give your home an extreme $ 20,000 makeover, on an $ 8,000 budget."
  • "Your family and friends will say" Oh my gosh! Your home is simply amazing! "In 27 seconds flat … we guarantee it!"

The Pros and Cons of Hiring a Real Estate Attorney

When one one gets involved in a property dispute in their city, why is it that the last resort happens to be the real estate attorney? Well, this is because most of the cases involve great professionalism and sometimes legal proceedings to help you get what you deserved, or protect you from the intricate lawsuits. While no property agent and adviser can guide you with total solicitation, the lawyer comes with greater benefits from all perspective. Every good thing has some flaws, and that goes same with the property lawyers as well. Let's find out what are the pros and cons of the real estate lawyers.

You can not be the master of all trades! No person is self competent to handle all the issues of his life, and especially when it comes in dealing with property related issues, which require higher professionalism, experience and legal expertise in dealing with the lawful proceedings. Moreover, you have higher chances of falling prey to the vandalism and deceit of the real estate agents. So, why do not you leave it to the more experienced ones, the real estate attorney!

Advantages of hiring the real estate lawyer

  • If you are a beginner, property dealing business can be quite complex and deceptive. You are unaware of most of the laws relating to the real estate industry, and various local laws. The property attorney comes as a rescue in guiding you with relevant solicitation. For all your property transactions and transactions, the lawyer will make you well versed in all the intricacies of the property business.
  • You are not an expert in understanding various terms, legal issues, nuances and intricacies of a purchase or sale contract. A lawyer helps in preventing you from blindly signing it without fully understanding the terms of contract. He prepares and reviews all the necessary property documentation on your behalf, and takes the necessary actions.
  • A large number of tax issues, environmental restrictions, condo association by-laws and other petty issues can make your property a deal into a distracting deal. A proper lawyer takes you out of such dungeon.
  • Helps you get the best deals and prices for your transaction. Protects you from fraudulent property lawsuits. If you get to purchase a damaged property without your prior notice, and if the seller is aware of it, with the help of your lawyer you can file petition against such lawyer and get restitution for such damage.

Disadvantages of hiring the real estate lawyer

  • Hiring a lawyer can involve higher service charges and contingency fees, adding an extra burden to you transaction.
  • Reliability and competency of a lawyer comes as a question. While all the lawyers would promise greater quality service and 100% success rate, the same may not be the case. You can end up paying more charges for such fraud and misery.

However, it is recommended to hire a competent property attorney for your property issues, or you can end up to more vandalism and fraud.

Why Search Engine Optimization Is Necessary

When you search for a certain something on a search engine it opens up a number of pages containing possible answers for your search. These answers are your search results and the pages which contain these are the SERP or Search Engine Result Pages. Now, consider the many times that you have probably used a search engine, and the many results which each of these searches have raked up. If you think about it closely you will probably discover that out of all those million SERPs that you have opened up through your searches each time you have probably visited at the very most the first 3 pages of results, the rest you have ignored like they didn 't even exist.

As the owner of a website being thus ignored by visitors and sidelined by search engines has probably kept you up nights wondering exactly how you might better the position of your site. Well the answer is simple; through SEO.

SEO, or Search Engine Optimization refers to a process by means of which a website earns high ranking among the search results, gets a coveted place on the SERP and therey pulls in a large chunk of unique visitors.

Who needs SEO?

Websites can broadly be classified into 4 different types:

Personal sites

Corporate Sites

Sites providing information

E-commerce sites

As is obvious the first two types of websites can hold their own without using SEO. That is because they are target group is in itself a niche and it does not want or need audiences beyond that niche. However, that can not be said for the last two types of websites. If you build a site primarily to circulate information or for commercial use then you would definitely need unique visitors, these may be found only by means of good ranking on SERPs and therefore by means of SEO.

Another important consideration, while on the topic of content, is keywords. Your keywords are words or phrases which summarize or represent the main topic or subject of your site, when a search engine scans the body of your websites text it picks up these repeating words and match them with the words being searched if they match then you get a high ranking.

When selecting your keywords make sure you choose words which are most likely to be used by users searching for a site like yours or subjects covered by your site. After you have selected them sprinkle them abundantly within the text of your site. However be careful that you do not unnecessarily stuff them at inappropriate junctures cause that might attract criticism or even a penalty. Your keyword density per page can be anywhere between 5-15%, depending on of course how skillfully you may choose to repeat them. Make sure that you use your key words / phrases freely in the first two paragraphs of the text. Also, remember to include them in the concluding line of your text. But most importantly use them in your anchor text, certain Search Engines like Google put a lot of importance on the anchor text of your inbound links.

Judge for yourself

Here are the reasons we think optimization is a must, you decide for yourself.

More than 80% of net-users find websites by means of search engines.

90% of these users do not bother to check beyond the first 30 results.

75% of those using search engines intend to buy a product or service.

Professional SEO is twice as effective as all other internet marketing methods and 8 times more effective than banner advertisements.

Traveling Tips for Severe Weather

There is a lot of forethought that goes into a trip. You think about packing, plane tickets, travel time, what to do when you arrive. However, sometimes Mother Nature can spoil even the best travel plans. Thankfully, you can take steps to prevent her spoiling the vacation you worked so hard for. Weather can impact you on every level. From what you bring, to what you buy, to what you do after you arrive, to even arriving or leaving on time. It can also affect the vehicle you rent or take around. The following are a few helpful tips you can utilize to help ensure that the elements have very little negative affect on your trip.

First and foremost, try going during the most temperate time of the year. If you plan on traveling north, try to go in the summer, or spring. If you are traveling south, fall or even winter are pretty safe bets. You can also familiarize yourself with the weather patterns of the area you are going to. If you are going to Arizona or New Mexico, check to see if its monsoon season or if there is a drought currently taking place. If you are going to a place like New York or Chicago during the winter, check the snow patterns. Some places have consistent snowfall throughout the entire winter, starting either before you expect or ending long after.

You can also pack to prepare, just in case the weather takes a turn for the worse. Normally you can buy whatever you need at your destination but a little forethought will help you avoid those unnecessary costs. Packing a heavy coat for winter states or a couple umbrellas for rainy states will go a long way in making sure you stay happy and you can spend your money on something you want rather than something you’ll end up needing.

Something else to consider is where you are staying. Make sure the hotel you are staying at is up to date and centrally located to the places you’d like to go. There are few things worse on a trip than having to spend it cooped up in four walls because a hurricane or blizzard suddenly hit. You can also rent a certain type of vehicle to help with your destination and needs. An SUV will come in handy if you are going somewhere that might have conditions that affect the road.

Finally, try and reach out to any local people in the area. They can sometimes be much more helpful than any website or television forecast. Your rental car company or hotel concierge should be able to provide you with a first-hand account of what you can expect weather-wise for your vacation. So, remember: research the area you are traveling to. Pack a light jacket, sensible shoes or a couple of ponchos. Look into your hotel location and accommodations and make sure your mode of transportation can handle most inclement weather. If you follow these simple tips, you should be ready for anything!