Boost Your Home Improvement Business with Customer Relationship Marketing: Insights from Dustin Kirby

3 minutes

Are you a contractor looking to enhance your customer relationships and boost your business? Dustin Kirby, Director of Business Development at gFour Marketing, recently shared invaluable insights on how contractors can increase referrals, repeat business, and five-star reviews. Here’s a comprehensive overview of his discussion on the “Cracking the Code” podcast with Weldon Long from Contractor University, EGIA.

The Power of Customer Relationship Marketing

Customer relationship marketing is about nurturing the relationship with your customers beyond the initial job. The value lies not in the single transaction but in the potential for future business, referrals, and repeat engagements. Here are the key pillars of gFour Marketing’s approach:

Pillar 1: Show Appreciation

Once a job is completed, showing appreciation is crucial. This can be as simple as sending a thank you card or a more elaborate gesture like a gift. gFour Marketing typically sends a thank you card and a small gift to homeowners. These gestures are unexpected and significantly enhance customer satisfaction. Additionally, incorporating a ‘Friends and Family’ or ‘Bounce Back’ gift card within the thank you card encourages future business or referrals. This card, though it holds no cash value, provides a discount on future services, thus maintaining top-of-mind awareness among customers.

Pillar 2: Get Feedback and Online Reviews

In today’s digital age, online reviews are vital. Dustin and gFour emphasize the importance of Google reviews, noting that 85% of consumers trust online reviews as much as personal recommendations. To maximize review acquisition, train your field technicians to request reviews in person and make it easy for customers to leave a review. gFour Marketing provides an app that enables technicians to send review requests directly to customers’ devices, ensuring a seamless process.

Pillar 3: Referral Rewards Program

A well-promoted referral rewards program can significantly increase referral business. Unfortunately, many contractors have referral programs that are either not well-publicized or too complex. Simplify your program and make sure it is known to both your customers and employees. gFour Marketing recommends offering tangible rewards for referrals, such as gift cards or significant discounts. Regularly promoting the referral program through various channels can also boost its effectiveness.

Pillar 4: Long-Term Nurture Strategy

Staying in touch with your customers long after the initial job is crucial. gFour Marketing employs a combination of emails and direct mail to keep the brand top-of-mind. They send two emails a month and a quarterly direct mailer to ensure consistent communication. These communications are not just sales pitches but include engaging and valuable content for homeowners, further strengthening the customer relationship.

Consistency is Key

Marketing efforts should not be sporadic. Instead, they should be part of a sustained strategy. Consistent and patient application of these methods will compound over time, leading to significant business growth.


Customer relationship marketing is an investment that pays off through increased referrals, repeat business, and positive online reviews. By showing appreciation, soliciting feedback, implementing a referral rewards program, and nurturing long-term relationships, contractors can build a loyal customer base that drives sustained business growth.

For contractors interested in exploring how gFour Marketing can assist them in implementing these strategies, visit gFour Marketing and book a demo to learn more about their comprehensive, done-for-you approach.

Embrace the power of customer relationship marketing today and watch your business thrive!

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