Stop Going Wide, Start Going Deep
Let’s talk about one of the biggest marketing mistakes I see window covering pros make:
Going wide. Like, ridiculously wide.
Chasing every wealthy zip code like you’re on a game show called “Who Wants to Waste Their Ad Budget?”
Everyone wants the "rich" clients. Newport Beach! Laguna! Beverly Hills! But here's a wild idea: What if… you didn’t need to chase them? What if you just got serious about owning your backyard?
I live in a tiny beach community in SoCal. Three cities. 50,546 homes. Average of 20 windows per home (and let’s be real—it's more like 35-50). That’s 1 million+ windows. Even if you install 100 window treatments a week (and if you are, congrats, you're a unicorn), it’d take you 192 years to “run out” of windows here.
So tell me again why you’re wasting gas, time, and sanity trying to market two counties away? You don’t need a bigger net—you need to fish deeper in your own pond.
Going deep means:
- Less windshield time.
- More referral
- A tighter, smarter marketing budget
- And yes—more profit. Shocking, I know.
How do you “go deep”?
- A killer website with local SEO (because Google doesn’t care how far you drive)
- An irresistible offer and a “click here, dummy” call to action
- Google Ads (done right, not by your cousin’s friend)
- Facebook posts (free, easy, and no, you don’t need to outsource them)
- Strategic Partner Network—aka, get friendly with realtors, designers, and contractor
- Actual referral system. Not “hope marketing”
- Sponsor a local event. Shake some hands. Be seen.
- Be active in the community (and no, yelling at Little League games doesn’t count)
- Hire a local publicist or just start talking about yourself more (with some tact)
Bottom line: You don’t need more ZIP codes. You need more depth in the ones you’ve already got.
Now go dominate your neighborhood.
—Steve Dale
ExSeed Marketing: Because wide is wasted and deep pays the bills.