Marketing for businesses serving Enterprise

Covering the southwest of the valley below the 215, Enterprise has gone from a rural fringe to well over two hundred thousand residents in a couple of decades. Almost everything is new. Homes are new, the systems in them are under warranty, and the residents have no established relationship with any local supplier.

That inverts the usual strategy. In a settled area a business is trying to take share from an incumbent. In Enterprise there is frequently no incumbent, and the job is simply to be the one that gets found first. Whoever the new homeowner calls for the first non-warranty job tends to keep the relationship for years, which makes early visibility unusually valuable.

The work mix is different too. Newer homes mean less emergency repair and more upgrades, additions and outdoor projects: pools, landscaping, garage conversions, water treatment for hard water, solar. Marketing that leads with emergency repair is speaking to a problem this area does not have yet.

What matters most here

• Upgrade and addition work, not emergency repair, which is the wrong pitch here
• Getting in first with new homeowners, who have no existing supplier
• Keeping the service area current as new developments open
• Maintenance plans, which convert well against warranty-era homeowners