Marketing your land surveying business and services is not something you can ignore, anymore. Talk to most land surveying business owners at the height of the real estate bubble and you’d likely discover very little, if any, marketing and customer outreach on their part. Jump ahead a year or two into the height of the Great Recession, and you’d often hear those same land surveyors complain about dwindling business and the lack of new clients or new projects. Then, almost as an afterthought, these business owners “discovered” marketing and hoped that it would be the great white hope to save their businesses. What they discovered, however, is that they waited too long and did too little, too late.
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Growing any business takes time, effort and strategy. It never hurts to also add a pinch of passion and gumption to that recipe.
So, why is it that your land surveying, geomatics, or engineering business struggles to grow and never quite meets your expectations.?
In this Premium Members Only Post, I want to share with you two of the best marketing ideas to grow your land surveying, geomatics or engineering business.
Tags: Business, Continuing Education, Education, Engineering, Engineering Business, Eric D. Colburn PLS, Geomatics, Geomatics Business, Land Surveying, Land Surveying Business, Land Surveying Videos, marketing, Marketing Ideas, Marketing Ideas To Grow Your Engineering Business, Marketing Ideas To Grow Your Geomatics Business, Marketing Ideas To Grow Your Land Surveying Business, Professional, Professional Land Surveying, Professional Land Surveyor, Professional Land Surveyor Source, Surveying, Surveyor No Comments »
One thing I’ve noticed in talking with professional land surveyors is a real ingrained sense of competency. Sometimes, this sense of surveying competency borders on boastful (luckily, not often). Most of the time, however, you’ll discover these feelings of self-competency only after getting them to open up about how they conduct surveys and the work of the other professional land surveyors in their area.
Want to get right to the point? Then just show them a survey plan prepared by another professional land surveyor, and you’re likely to get an earful about that survey and plan quality, along with a lesson on how the survey should have been conducted!
The other thing I’ve noticed in talking with these professionals land surveyors is that many of them are, indeed, very competent. And, I think this is the very problem we have in marketing our professional land surveying services.
How Can You Stand Out As A Professional Land Surveyor: Are You A Black Zebra With White Stripes Or A White Zebra With Black Stripes?
If you’ve ever watched the movie Madagascar, there’s a telling scene where the main character, Alex the lion, can’t distinguish his zebra friend, Marty, from within a herd of zebras. When Alex is finally able to pick out Marty from the herd of zebras, he explains that he was able to do so (although not entirely true) because Marty is a white zebra with black stripes, while the others are black zebras with white stripes (I might have that backwards, but you get the idea).
This is the crux of the professional land surveyors’ marketing problem: To most customers, professional land surveyors look the same, like a herd of zebras; so you need to figure out how you can stand out like one white zebra with black stripes in a crowd of black zebras with white stripes.
In this Premium post, we will look at marketing challenges to transform your professional land surveying firm into a standout, go to, land surveying company for your clients.
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Have you ever thought about your customer’s buying motives? If you’re working on marketing land surveying services, either for an ongoing concern or for a new business you’re planning on starting, then this is a key question to ask yourself. More important, is to know the answer!
To answer the question of what is motivating, or will motivate, customers to by your land surveying services it’s also helpful to answer the following questions:
- What are the reasons that your customers buy from you?
- Why do they need your services and products?
I would also look into answering these questions, too:
- Are groups of customers motivated for different reasons?
- What are the fluctuations and changes in customers buying motives? If so, why and when do these fluctuations and changes occur?
There are many concepts and ideas to master in developing a marketing plan for your professional land surveying company. But first, I think, is to answer the above questions to understand exactly what are your customers buying motives.
Tags: Business, Buy, Buying, Customers, Eric Colburn, Land, Land Surveying, Land Surveying Business, marketing, Marketing Plan, motivation, Motive, Motives, Plan, Products, Professional, Professional Land Surveying, Professional Land Surveyor, Professional Land Surveyor Source, Services, Surveyor, Surveyors No Comments »
In the past years it has become more commonplace for surveying companies to have their own website. What has surprised me, though, is how many land surveyors I come across that still don’t have a website (or one that’s rather clunky) and don’t have email addresses that match their company brand.
There’s no reason to have an email address like “RomeoDanceStud[at]aol.com”, or worse, which doesn’t match your company name/brand and may reveal personal information which is both unwanted and unprofessional, too!
I know from experience that getting the complete package including great website hosting, a powerful website, a unique branded domain name, and matching branded email addresses, at an affordable price, can be a challenge.
But this is what I do, so I want to help land surveyors like yourself succeed in this important area.
Having a branded domain name, website and email addresses will improve your business by looking more professional to your existing and new clients. Improving your company’s search results and connecting with your clients with tools like a blog will also help your business to grow.
Introducing my Professional Website Package for Professional Land Surveyors (or anyone else)!
Please note that the price is introductory only for the Month of August!
Tags: Blog, Business, Design, Email, Hosting, Land Surveying, Land Surveying Business, marketing, News, News Release, Press Release, Professional Land Surveying, Professional Land Surveyor, Professional Land Surveyor Source, Survey, Surveying, Surveyor, Surveyors, Surveys, Technology, Website, Website Design 1 Comment »
April 17, 2009 in Associate Membership, AutoCAD, AutoCAD Civil 3D, Business, Business Practices, Carlson, GIS, GPS, Land Surveying, Premium Membership, Professional Land Surveyor Practice, Surveying Software
Let’s start off with two sides of the value proposition, external and internal. External value is what you’re striving to provide your clients and the perceived value, in their minds, your clients receive from your services. Internal value is everything that improves and grows your professional land surveying company, which most of the time your client never sees and often doesn’t fully appreciate, but is extremely important nonetheless and is often ignored.
Your Clients Want it All!
Hey, your clients just want their survey done cheaper, better and faster: That’s not asking too much, is it?
The internal value of your professional land surveying practice needs to be cultivated and grown. I’m making the distinction, between internal and external value, but they’re tightly connected and while the internal value at first may not be all too important to your clients, I still recommend that you include the benefit of this value when marketing and promoting your business.
The real value in any professional land surveying business is often overlooked. Too often we equate the procedures employed, the equipment we use and the paid for outcomes to completely define our value.
Much of What We Do Has Remained Unchanged.
Much of the mathematical concepts we use is ancient and hasn’t changed in centuries. The equipment we use, while constantly being updated and improved upon, mostly reinvents solutions for largely unchanged tasks. The outcomes of our work or deliverables if you will, while having changed in format and medium are still, in the end, the expression and explanation of the professional land surveyor’s opinion and judgments.
It’s all important. You have to know the math, you will see improvements from using newer, more modern, equipment and using the latest and best CAD program to produce good looking quality work is very important. However, I believe that you need to look at your business from a different perspective that holds those core external values intact and transcends your current perception of your professional land surveying company’s value.
Your greatest value is in your processes and in your data. Simple.
5 Business Value Concepts for the Professional Land Surveyor:
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