Ivan’s Painting

"Unmatched Value and Commitment"

Overview

Ivan’s goal was to increase his customer base and bottom line.

The Coachella Valley team provides painting and deck restoration services to Homeowners, Realtors, Property Management Companies, and Homeowner Associations.

We’ve landed two massive HOA projects and increased his customer base by 2,000, allowing him to tap into the more lucrative pool restoration market. Engagement remains calm with some viral posts.

Our current goal is to build lasting relationships on social media while finding new high-value clients through word of mouth.

Understanding the problem

Ivan wanted help “making the phone ring” and creating a consistent flow of new leads!

In the long run, he envisioned himself building strong relationships with key HOAs and homeowners in the Coachella Valley community.

My Role

Social Media Marketing, Content Development Manager, (SEO) Search Engine Marketing, Advertising

(Step 1: Identify the needs of various client identities to understand their unique perspectives and allow expression of their emotions before and after your service.)

Achievements:

  • HOA Contract with FAMOUS Marrakesh Country Club + Community 2022, bringing in 365 new high-value leads and valuable recognition as a top painting business.

  • Honored to be featured in the Palm Springs Gay Pride Parade Float 2022

  • Rising Star Business Partner Award 2023 for Ivan Castillo from the Community Associations Institute in Coachella Valley

Coachella Valley

Geographic Focus: Target areas include affluent neighborhoods in Palm Springs, Palm Desert, Rancho Mirage, La Quinta, and Indian Wells, where property values are high and residents may seek high-end home services. Many residents are likely members of a Home Owners Association that provides high standards of living, such as a fresh coat of paint. Visitors to Palm Springs also expect neighborhood homes to be filled with mid-century modern design and bright, exotic colors.

Market Demand:

  • Luxury Renovation and Maintenance: High-value properties require regular maintenance and aesthetic upgrades, indicating a steady demand for premium painting services.

  • Growth in Real Estate: Increasing investments in Coachella Valley properties, especially vacation homes, highlight opportunities for new painting projects.

  • Home Aesthetic Trends: Luxury homes in the area often focus on modern, clean aesthetics or classic desert colors, creating demand for painting services that can deliver on these styles with high-end finishes and materials.

Competitor Analysis:

  • Established Competitors: Companies like Desert Painters, Palm Springs Painting Pros, and custom design painting services dominate the market. Ivan's Painting Company should focus on differentiating itself with unique services such as eco-friendly paints, personalized consultations, and upscale finishes.

  • Service Gaps: By emphasizing niche services—like color consultation, eco-friendly products, or specialized techniques for luxury finishes—Ivan’s can address unmet needs among affluent customers.

Economic Insights:

  • High-income Households: Residents in these areas often belong to higher-income brackets and are willing to invest in high-quality, durable painting services.

  • Service Pricing Strategy: Positioning Ivan's Painting as a premium service provider with appropriate pricing and a focus on high-end clientele can attract more affluent customers who prioritize quality and reliability over cost.

Target Audience

    • Demographics: Mostly ages 40-65, affluent, likely second or third homebuyers, some with families, and others are retirees or semi-retirees.

    • Psychographics: Interested in maintaining and elevating the aesthetic and value of their property. They value high-quality workmanship, have an eye for design, and prefer services that provide convenience and quality assurance.

    • Behavioral Traits:

      • Purchase Drivers: Looking for trustworthy, detail-oriented painting services with a high-quality reputation.

      • Pain Points: Previous experiences with lower-quality services may make them cautious. They seek reliable, well-reviewed providers who can ensure long-lasting results.

    • Channels: These clients are likely reached through referrals, local events, high-end property magazines, and targeted digital marketing via platforms like LinkedIn, Instagram, and Google Ads tailored for premium services.

    • Demographics: Ages 30-50, working for high-end rental or property management companies handling luxury vacation rentals or residential communities.

    • Psychographics: Focus on finding reliable, quality contractors who can ensure property upkeep and aesthetic appeal for prospective tenants and guests.

    • Behavioral Traits:

      • Purchase Drivers: Looking for professional, responsive painting services that can operate on tight schedules and accommodate quick turnaround times.

      • Pain Points: Require vendors who can deliver high-quality work on time without requiring intensive supervision.

    • Channels: Engage through property management associations, networking events, and digital platforms like LinkedIn or business directories specific to the Coachella Valley area.

    1. Demographics: Ages 35-55, experienced real estate agents with established networks in Coachella Valley's high-end property market, focusing on sales and rentals in areas like Palm Desert, Rancho Mirage, and Indian Wells.

    2. Psychographics: This group values partnerships with reputable service providers who can enhance property appeal before listing. They have a keen eye for quality and know that superior presentation can help properties sell faster and at higher prices. They seek vendors who understand luxury clients and can meet their high standards in quality and aesthetics.

    3. Behavioral Traits:

      • Purchase Drivers: Dependable, skilled painting services that can elevate the property’s look, increasing its marketability. They value a professional image and expect services that align with the upscale market.

      • Pain Points: Time constraints are a primary concern, as they often need quick turnarounds on property improvements before listing or staging. They require service providers who can handle multiple projects and maintain a consistent quality standard.

      • Decision-making Factors: Preference for painting companies with a portfolio of high-end work and established client testimonials, which enhance their ability to close sales faster.

    4. Channels: Best reached through networking at luxury real estate events, local chambers of commerce, or real estate industry events. Digital channels, such as LinkedIn and industry-specific Facebook groups, as well as partnerships with real estate offices, are effective ways to reach them.

    Positioning Ivan’s Painting as a reliable, luxury-oriented provider who understands the quick turnaround needs of real estate can foster strong referrals from this group.

Strategic Approach

Advertising

  • Campaigns include ad sets crafted for each audience.

  • Target advertising for demographics, interests, etc.

Search Engine Marketing (SEM)

  • Google Ads to boost web traffic and place business at the top of search results for potential customers or clients.

Blog Posts

Understand the community and homeowners so you can speak to them directly. Who are they? What do they care about? Hobbies?

  • Monthly posts to boost SEO organic search traffic to the website.

  • Include backlinks and external links in every post to boost credibility with Google.

  • Use tags and keywords with programs like Yoast, Google Trends & Keyword Planner.

Content Development

  • Content pillars: About the brand, Educate, Inspire, Painting, Pool Resurfacing, Wood Replacement

  • Fieldwork: With small businesses, a Zoom call may not be sufficient. In this case, I went to project sites to document and share the process with the team.

  • Set up a system that generates itself: Homeowners are your best referrals, and encouraging them to share with you online can work to your advantage.

Facilitate Groundwork

  • Fieldwork: A Zoom call may not be sufficient with small businesses. In this case, I went to project sites to document and share the process with the team. I can’t be on the job documenting the process, so making the goal clear with visual representations (short TikToks) will create that sense of connection to the project and a more significant goal. Team incentives are also encouraged, even ones such as pride and glory.

Results

Unless you’re directly selling products or heavily advertising, it’s challenging to state the true ROI social media truly has. I wholeheartedly believe in its invaluable ability for brand recognition and long-term customer growth.

Many signals impact the psychology of consumer choice, and your social presence is becoming a greater indicator of trust and competence.

Not only must you stay active, but you must also share unique and informative content to keep viewers coming back for more. Let’s be real: our timelines are flooded.

In case you don’t care what that said!

  1. Developed S.O.P.s for automated customer content creation via social media tagging to increase awareness with authentic re-posts and offer those considering our service a deeper understanding of the process to lead them down the funnel.

  2. Our targeted and values-driven social media marketing campaigns have led to significant growth in our customer base, with 500 new customers in the first year, marking a 300% increase from the previous year.

  3. Our email marketing strategy has succeeded, rekindling relationships with previous clients and bringing in a remarkable 20% repeat customers, all at a sixth of the ROI.

  4. Led creative strategy for tailoring social media ads, landing a giant HOA partnership including painting and maintenance for 365 homes and 3 common areas in a high-profile golf community known for its color pink.

Next

Sari Photography