They say everything’s bigger in Texas – and lead generation success is no exception. Based in the competitive Dallas market, Woodbridge Home Exteriors is one of the most well-known home improvement companies in Texas.
Rebekah Lopez, Marketing Coordinator, sat down with us to talk about Woodbridge’s success and how something as simple as core values can drive exponential growth. 188% net growth in the past five years, to be exact.
Rebekah, thank you for taking time to talk to us.
Of course, I’m happy to share.
Let’s jump in. Why did Woodbridge get into the home improvement business?
I guess you could say Mitchell, our founder and owner, was born into it. We’re very proud of the fact that we’re a family owned and operated company for 3 generations now. Mitchell started working with his Dad in the 70’s, and Woodbridge was created in 1989.
Wow, so you guys started with traditional marketing. What did that look like?
We started with television commercials, radio commercials, magazines and knocking on doors. Woodbridge had no brand recognition at all, we started off small.
And you eventually expanded, correct?
Yes, little by little. In smaller markets, like West Texas, we were able to saturate the market more frequently. We found success in markets where there was a unique need for a high-quality product and honest, hard work.
How did you decide which areas to expand to?
There were not many companies in North Texas that were willing or able to do what needs to be done. At the end of the day, though, it was ultimately people driven. There was a willingness to relocate and an enthusiasm for expansion.
That’s interesting and very unique. Would you say that your company’s personality is people-driven?
Absolutely. As we grow, we want to invest in human resources and culture. That’s how our core values were formed.
Where did those core values come from?
From our people. We paid attention to the traits in our most valuable employees. Integrity, passion, continuous improvement, teamwork and empathy were all key.
Those traits make a world of difference, and not just in the home improvement industry.
Yes, and it is a powerful driver of success. There has been a lot of learning along the way, of course. Everybody makes mistakes. Having that extra perspective helps you learn from them and make it right.
Very true. Other than traditional media, what other marketing tools and strategies have you used to grow?
We also invest heavily in digital media. We want to make sure our web presence is clear. Working with lead vendors like you guys helps us connect with homeowners in need. We also use nontraditional lead sources, canvassers who knock on doors and get the good word out. We send them to state fairs, home and garden shows, you name it.
I’m curious…what other events have you canvassed?
Some of our best customers have come from gun shows, RV shows and rodeos.
No kidding. Was not expecting that.
We generally send our canvassers anywhere we can see our target demographic face-to-face. Most of the homeowners we talk to take pride in their home and are in a position to afford the product.
What is the most meaningful experience you’ve ever had with a customer?
Gosh, it’s hard to nail down just one. Earlier this year we went out to Abilene, TX and did some film shoots with customers. It was amazing to hear their whole journey. Just to be in their house and see the difference it made in their home is really, really cool.
I can imagine. Final question, Rebekah. If you could yourself one piece of advice when you were starting out, what would it be?
I’ll tell you what Mitchell said – “hire quality people sooner and invest in your people.”
That’s great. What about you?
For me, I would say that visual appeal isn’t the most valuable part of marketing. You can have a simple ad that doesn’t look like much, but if it has a clear message and clear offer, it is very effective.
Oh yes, we’ve had that experience as well. Thank you so much for talking to us Rebekah.
Thanks, guys. Always a pleasure.