For decades, home improvement companies have been notorious for using high pressure sales tactics to get homeowners to sign on the bottom line. And, because homeowners so rarely contract for a major project, only every five to seven years on average, contractors’ superior knowledge of the process gives them the upper hand in negotiations involving thousands of dollars in hard-earned cash.
Recognizing the imbalance in the situation and the desperate need for more information on the homeowner’s side of the table, home improvement contractor William Davey decided to take a different tack. Davey, owner of Fred’s Best Windows, Doors & Siding of Vienna, Virginia, decided to share his knowledge, and the purchase experience of many of his past clients, in an effort to empower homeowners considering a major contracting project.
“I see homeowners making the same mistakes, asking the same questions and suffering from similar misconceptions time and again,” states Davey, who has met with thousands of homeowners since opening his business in 2004. “It occurred to me that creating a video series that walks homeowners through the process – and shares the experience of their peers – was a great way to equip them with the knowledge they need to make better decisions.”
The result is Fred’s Best Home Improvement Education Series, which is available as a playlist on the Fred’s Best YouTube Channel and on their website at FredsBest.com.
Each video documents the contracting process and the personal experience of one Northern Virginia homeowner or couple. Starting with the initial issue that caused them to engage in a home improvement project, each video then walks the viewer step-by-step chronologically through the process, from choosing which contractors to interview, the in-home contractor presentations, pricing comparisons, product features, ultimate contractor selection, the installation experience and, finally, homeowners’ thoughts months after their job was completed.
“What I learned from William was that what I was looking for was an expert in the field,” says Tiffany Jones, a Fred’s Best client from Alexandria, Virginia whose family’s experience is documented in the Fred’s Best Educational Series. “In his time with me and my family, he was able to educate me on some of the facts that I didn’t know.”
In addition to their video education series, the company is also producing a series of buyers guides for each of the products they offer. The first of this series, Fred’s Best Window Buyers Guide, is a 20-page, printable, full-color PDF document available for download at this link.
“William is that most unusual of subject matter experts, one who is willing to generously share what he has learned with anyone who has a question,” stated Flooring Contractor Rob Grike, a fellow member of William Davey’s Fairfax, Virginia BNI group. “He always has time to answer your questions.”
“Some of my competitors think I’m crazy to openly share these customer experiences and trade secrets with the public,” stated Davey. “But those guys just don’t get it. We live in a knowledge economy today. Our clients are sophisticated consumers actively seeking this information. All I’m doing is sharing what I know.”
For More Information:
Fred’s Best Windows, Doors & Siding
1934 Old Gallows Road, Suite 350
Vienna, Virginia 22182
Fred’s Best Home Improvement Education Video Series
Company Name: Digital Media Positioning
Contact Person: Frank Felker
Country: United States