Offering speedy bath remodels at an affordable price, it is no wonder why Bath Fitter South is one of the biggest names in the industry. 16 years ago, however, the company was virtually unknown in the Southern United States.
Enter Bath Fitter. Starting in South Carolina, the company leveraged local and digital media to grow to eight bustling locations. Ryan Davis, Sales Manager at Bath Fitter South, tells us how they continue to find lead generation success.
Ryan, thank you for taking the time to talk to us.
Thank you for having me.
How long have you been a Bath Fitter dealer?
It’s been 12 years, from opening our first location to our last in Little Rock. We now have eight locations throughout the South.
That’s impressive. Was the Bath Fitter brand as well-known in your area then as it is now?
As far as I know, there were no Bath Fitter locations when we started out. We have built great brand awareness since then.
I imagine marketing played a heavy role in that. Can you talk more about the strategies you’ve used?
We are present on all markets, but heavier on television, print and digital. Our approach is very local, we always make sure we tap into local celebrities. In South Carolina, we use a local weatherman named Jack Roper. In Little Rock, we have a local radio host who was the star football player for University of Arkansas.
Six years ago, we started event marketing. We now have 100 part time event lead generators who attend home shows and festivals. It has become an indispensable tool.
Sounds like you’ve tried a little bit of everything.
Oh yes, we’ve tried some crazy things too. We have a tub-mobile, which is a go-cart with a tub liner on the top. We have a fleet of those that drive around home shows and festivals. Recently, we took two of them and did a race on the local AAA baseball field. Best two out of three.
That’s some quality entertainment right there.
It always is. We have a lot of a fun with our marketing. We also did a promotion last spring with the high school career center. The graphic design class competed to redesign our tub-mobiles.
Love it. It shows so much personality. Has that helped you differentiate yourself from other Bath Fitter dealers?
It’s not so important for us to differentiate, our dealer network is not as competitive as others. Our own values are very much aligned to the Bath Fitter brand, very customer oriented. We cultivate more of a family culture, since we are a family-owned and operated. A very laid back and local vibe.
Do you think that’s why your company succeeds over your competitors?
If I had to choose one reason, I would say it’s our people. We attract employees who genuinely care about our customers. For us, it’s not just about making the sale, it’s also about caring for the customers. Not everyone in home improvement embodies that. Not everyone walks the walk.
If you were to give yourself one piece of advice when you were first starting out five years ago, what would it be?
Don’t be afraid to fail. I think that’s one of the reasons we’re so successful, we’re not afraid to try new things. To get results, you have to fail. Don’t be afraid. Embrace failure and move forward.
True in business, true in life. Great advice. Thank you, Ryan.