Jkath Behind the Business: How to pick the right clients for your business (Part 4 of 5)

This week, we bring you the fourth in a series that highlights Jkath Design Build + Reinvent, a top-rated residential design and remodeling business based in the Twin Cities. In this five-part series, you’ll learn what the future of home remodeling holds, the rise of women in the construction business, scheduling dos and don’ts, how to attract the best clients and get an exclusive home tour with co-owner Katie Kath.

Are you juggling too many jobs but still accepting every random project that comes in? What if we told you that you don’t have to work like this. That there’s a better way.

Instead of drowning in jobs that aren’t profitable or even in your wheelhouse, put your efforts into building a solid brand that attracts the best work. If you’re getting leads that aren’t within your specialty – it’s time to get focused.

Creating a strong brand will build awareness of your business, and your clients will hire you knowing what you’ll deliver. They’ll also be forgiving on timelines because quality work takes time.  

Steven Herbolsheimer, cabinet maker at Jkath, stresses the importance of craftsmanship. “I think craft is overlooked sometimes,” Steven said. “Things can look good in a picture on Instagram, but up close it isn’t gonna stand the test of time.”

Remodeling is an art that – when done well – takes time. Jkath prides themselves on excellence, and their clients must be patient to get the beautiful results.

“I think especially with remodels, clients are always antsy which is understandable … but to do it right does take time because they’re going to live with it for a lifetime,” Steven said.

Jkath does an excellent job of staying true to their brand and attracting the right clients. In order to follow their lead, we give tips on customizing your brand, targeting the right customers and keeping your clients patient.

Customizing your brand

Building customer loyalty is all about your performance record and being conscious about your brand.

While it’s important to have a distinct brand, it’s also important that your clients aren’t all cooking out of identical kitchens. Your clients want your trademark but with a unique stamp on it. This balance between staying on-brand, but also giving distinct touches requires a strong team.  

At Jkath, no two houses are alike. All houses have the same Jkath quality and craftsmanship, but each fixture and design is handpicked.

“The design team is challenged to pay attention and stay focused on what’s new and what’s working, what feels timeless and classic,” said Katie Kath, partner and interior designer at Jkath.

A good question to ask yourself is what your brand offers that clients can’t get anywhere else.

Answer this question and remain loyal to it. This is your business identity. It’s also a good idea to create a company culture of being in-the-know on industry trends but having a clear vision of who you are. Your team should be clear on your unique vision and also have the work ethic to make it happen.  

Targeting the right customers

Brand loyalty and brand reputation are essential in landing your target customers. Narrow the scope on what your contracting business delivers in order to have a clear, simple message reach your audience. After you fine tune this vision, be sure that your brand resonates with the client you’re trying to win over – and let their problems meet your solutions. 

Building an individualized business will set you apart from the competition. Consider what embodies your business – whether it be culture, craft or design – and highlight this piece. Also, research what’s missing in the market. Maybe there’s a need for your unique skillset.

Getting the word out there is a key step toward acquiring the best clients. Yes, you’ll still have to field some job queries that aren’t the best fit, but most of the time your brand will speak for itself.

As your business expands, it’s tempting to take on more work quickly and watch your cash flow grow, but be careful. Set clear expectations and make a conscious brand decision before accepting a job.

Taking the necessary time to cultivate your brand will help you land the right-fit projects. Katie knows that people come to their business because of the quality of their work.

“We want our clients to hire us based on the brand, the aesthetic and the craftsmanship. Our expectation for excellence on the cabinet side is a really big deal,” Katie said. “We have very little tolerance for anything that is less than perfect.”

Spreading yourself too thin can have negative repercussions. Not to worry … if you’ve taken on the wrong jobs in the past, it’s a good indication of who your bad-fit clients are. Learn from your mistakes.

We’ve talked a lot about why it’s important to work with the right clients, but what should your criteria be? Keep it simple: Your clients should be respectful, have shared goals and trust your work. 

Clients that know your brand and value your craft will ultimately be confident in your team and considerate of your time. You don’t have time to defend your choices or justify every step of the project. Find those ideal clients and keep the relationship strong.

Keeping your clients patient

Your clients have heard all about your work and can’t wait to live with the beautiful results. Who can blame them for wanting to move out of a rental house or their makeshift kitchen in the basement?

But we also know that quality takes time. How do you keep everyone patient in the meantime?

Katie utilizes Buildertrend for this important step in communication.

“The one thing we can always rely back to is our process with Buildertrend,” Katie said. “The weekly communication we use with Buildertrend can fill in as an opportunity to communicate with clients in a timely manner.”

Nothing has to be perfectly moving along, but when you leave clients in the dark, they start to worry. Give them positive updates and let them know what’s being completed with their remodel.

“It might be really messy behind the scenes, but we can at least show progress,” Katie said. “There’s always some progress so it forces us to focus on the strengths or the opportunities or the wins of the week as opposed to the plumber that didn’t show up or the countertops that arrived damaged.”

Remodeling is an imperfect process, and things are bound to be broken, late or running over budget. Communicate what’s going well.

“Maybe the wallpaper install went in and it’s beautiful. Your cabinets are in. Your hardware was put on … those are opportunities that we rely on Buildertrend to stay focused on the progress,” Katie said.

The right construction app for your brand

You should be just as selective with your construction management software as you are with your clients. Choose to do business with the app that’ll add value to your team and help your company thrive.  

Jkath and their custom craftsmanship have become a household name, and they rely on Buildertrend to help them communicate their successes.  

Schedule a demo to get started with Buildertrend today.

Be sure to check back for the final installment of our Behind the Business series. This is one you won’t want to miss – an exclusive home tour with Katie and Jesse Kath.

Did you read our last installment about the general do’s and don’ts of scheduling? Check it out here.