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And tree roots look for water.
Where is there water underground?
Sewer lines.
Over the years, we've had multiple times where the roots have actually broken through some of the plumbing lines.
So what’s the $100,000 mistake?
The $100,000 mistake is that as often as we've had plumbing companies come out here and repair the line or at least relieve the clog or something of that nature, not a single one of them has used email marketing to remind me that maybe I'm due for service.
The last time we had a plumbing company or a sewer line repair company come out, they quoted us $10,000 to repair the line.
So here's why it's a $100,000 mistake.
Imagine you're that company and once a month you send an email to your email list – no matter how big or small your list is.
Just an educational email.
It’s a reminder email of the importance of just keeping your sewer lines clear or your septic tank monitored or your water heater inspected as preventive maintenance. Because if something goes wrong, a repair is much more expensive than maintenance.
If even one person gives you a call and you land a contract because the email you sent hit a nerve, that could be a profitable repair or the start of a lucrative maintenance contract.
And in fact, someone could say, “Oh my gosh, I really should have my lines checked.”
Just having a line checked may cost someone a couple of hundred dollars – maybe a little more, maybe a little less – which is new money in your pocket from just one email.
And let's face it... every now and then, a company that comes out and checks the line is going to find a repair that should be done.
It may be a $5,000 repair, it may be a $10,000 repair.
So the $100,000 mistake is this.
The plumbing companies that we have used over the years and the line repair companies we've used over the years, not a single one has sent us an email over time to say, “You should get your line checked.”
These are missed opportunities for service companies because otherwise, how easy is it to just find another one online?
"Hello, Google, find a plumber near me!" (It's very easy.)
Bypass this issue with email marketing.
Use email to build a relationship with your contacts.
Don't sell.
Use it to provide:
- Education
- Service reminders
- Peace of mind
No matter what business you’re in:
- Lawn service
- Plumbing
- Electrician
Or maybe you're an attorney. Just provide education
- Reminder to update their will
- Create an estate plan
- Need to review documents
Simply build a relationship with people on your list.
You can turn that $100,000 mistake into a $100,000 profit – or more - each year.
Learn more in this week's Everything Email podcast episode:
#61: "The $100,000 Mistake"
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