ClearPlan Marketing Strategy
ClearPlan is a new concept service for a construction market niche. Its akin to building information modeling (BIM).
Our background is in high end custom home construction, 40 years experience, with projects ranging from 2 to 10 million dollars in construction costs. We are uniquely familiar with the California custom home industry.
This is a staid, rather “old fashioned” segment of the construction industry. Not a lot of FaceBook or Twitter users. Maybe Houzz and Linkedin. In this industry, very elegant, and complex, homes are built from paper 2D blueprints with details from varying disciplines - architecture, structural and MEPS engineers, landscape architects. As this is a market niche of the building industry, it has been slow (very slow) to adopt 3D modeling as a way to plan, trouble shoot and execute a project. Often, too often, a project is well underway when a particular oversight or mistake is discovered in the plans and details, necessitating research, re design, retrofitting and compromise to resolve. All of this costs an enormous amount of money, time and progress. And a typical custom home construction project has a number of problems like this arise over the course of the project.
With our decades of experience in the field on these projects, combined with our skill and knowledge in 3D modeling, we are able to create a dimensionally accurate model of the project that takes into account the myriad of, often, conflicting details contained within the project plans. This is allows us to find exactly where the issues in the construction will arise, so that they can be efficiently researched and revised before they are in place costly to fix problems. This is a unique skill set; we are aware of no other source for this type of information. Certainly, there are architectural firms out there that are using 3D modeling programs to design houses, but architects do not have the field experience that we bring to the table. As such, we expect to demand a significant fee for our deliverables.
We anticipate a marketing strategy including
- web presence
- direct email marketing
- advertisements on industry websites
- possibly print advertising
- marketing via Houzz
We are looking for someone to research the market, such as it is, most of our target customers probably being completely unaware that what we offer is even possible, devise a marketing strategy with knowledge and emphasis of the most compelling marketing opportunities, and then implementing the marketing plan. We recognize that we will be providing most of the content, but need direction as to the best content we need to provide whether that be video presentations / promotions, graphics and text or whatever. Our goal is to reach out to high custom home builders from San Francisco to San Diego and find those that see the value in our services inherently. We aren’t too interested in trying to “convince” any firm that this is the future. We know it is. Our first 12 month goal is to sign up 6-8 clients and work towards billing gross fees of $20,000 per month. When one considers that a typical set of custom home plans, plus engineering, costs $200,000 - $300,000, we expect that our fees should be in the range of $25,000 - $50,000 per project.
Thank you for taking the time to review our request.