The Environment of the PDR Insustry, and scaling to dominate hail season
Written by Steve Kouchis on December 8, 2019
Bet I got your attention with the Tesla truck...
Now I'm not here to make a grand claim that the dent repair industry is under attack or anything like that. But folks are definitely talking about the Cybertruck's dent proof exterior. Is it just a gimmick? Is it actually dent PROOF? What could this mean for our industry?
Well, to be honest, that's not really the point of this post. However, it did get me thinking about the environment that the PDR industry lives in, and why maximizing one's time is so vital in this business.
What do I mean by environment? Good question!
Well, like any system in nature, the PDR industry operates within the confines of its environment. And just like in nature, changes in the environment will have an effect on the overall system. Bringing this back to PDR, this means that changes in the industry will affect the businesses within it.
The environment of the PDR industry is fast paced, time sensitive, and can be very lucrative. However, this huge upside potential comes with some limitations. As you all know, hail season only lasts for about 6-8 months total. This means you have a short amount of time to make as much money as humanly possible before the season lets out.
On a smaller scale, for you storm chasers, the work from a storm might only last a few months before you have to pack up and find another one. On top of that, there's never a guarantee of a storm, or that one will come through close to your shop. These are the characteristics of the PDR environment.
So what does that mean for your business?
Well first, you have to act fast. Trying to setup an SEO campaign to garner local traffic just won't cut it. It takes 3-6 months to rank for local keywords in Google search results. However, if you have a brick and mortar shop in a hot market like Denver, SEO is a MUST.
So what do many people do? Maybe hire contractors for sales, get some Adwords campaigns up, and ask for referrals after each job.
These can be good tools, and should be used. However, don't sleep on your social media! Getting the word out there that you're in the area and here to help is crucial to ensuring that you get the traction you need quickly. A good metric to shoot for is 30% or more of your inbound business coming from social media.
If all of your business is coming from referrals and word of mouth, this is an issue. Now I'm not shooting down referrals, cause we all know one car in the door can bring another 5 with it. However, referrals are never a sure thing, and relying mostly on that to get new business only gets you a ticket to ride on the PDR hamster-wheel.
At PushMoreDents.com, we specialize in building social media campaigns for PDR businesses to help them quickly gain a chokehold on their local market once hail season hits. We work with brick and mortar shops, and storm chasers as well. If this is something you need help with this season, give us a ring or schedule a free strategy session with us.
And do it before Tesla comes out with another dent proof car!
Just kidding... kinda.
Steve Kouchis is the President of PushMoreDents.com. He and his team are experts in scaling PDR businesses to dominate hail season and maximize profits.
If you're interested in working with the PMD team, reach out and schedule your free strategy session today!
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