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Real Estate & Construction
About Your Company
We replace old (worn, damaged, out of style, energy inefficient, etc.) windows, doors and siding with new, high quality, residential home exterior windows, doors and siding.
Top brands we use are such as:
Masonite, Jeld-Wen, Stanley Doors, Steves & Sons, Milliken Millwork, Thermatru, Pella, Anderson
Windows: Anderson, Jeld-Win, Marvin, Pella, Akna
Target audience lives in an owner occupied home, take pride in their home, desire to maintain it in top condition but have held back some, new doors, windows and siding jobs are a big expense.
They have necessary discretionary income and/or savings to pay for high quality replacement windows, doors and siding and a high caliber company to do the work.
They also could have bought a house and need to do some updating. Or they could be a DIY type that is remodeling (maybe even flip that house type person) and doesn’t want to DIY the windows siding and doors.
Some people finance all or part of their remodeling. Our clients are credit worthy and have some savings or high enough income to pay for new doors/windows and/or siding. They are not likely to finance the jobs though - the type of loans for our line of business are high interest rates and relatively short term.
We keep coming up with names for our company that use the word “exterior”. This common to the industry. Over time we’d like to have our name (like Pella or Marvin) evoke what we do because of brand awareness but for now that won’t happen. So somehow we need to say we do Windows Doors and Siding. So maybe our company name can be simple or not a literal representation of the specific type of work we do.
Can you keep the name to one word or two words that are not long words? We can always put underneath the company name something like
window | doors | siding
Transition > Renewal and Practical > Pride and Emotional Reactions
Their existing windows, doors and siding have these characteristics our cause the following:
Think of antonyms or opposite experiences to these words:
Their windows and/or doors and/or siding is:
Faded, cracked or worn out
Out of date colors
Windows don’t open and shut or lock easily
Energy bills high
Noise/sound outside isn’t muted or mitigated
Single pane windows instead of double paned
Not proud of how their home looks
No curb appeal
Trust and Reputation
SElecting a company in our niche is overwhelming for the prospective client. There are SO many companies in the niche and their are dozens upon dozens of decisions to make - budget, type/brand, features, etc.
The industry is or can be seen as full of companies and people who take advantage of homeowners. Prospective clients often imagine something to look really outstanding, but they as suspicious of people in our industry; they think they could be getting ripped off.
Our target audience wants to hire a trustworthy and knowledgable company with expert workers. We are that.
We use a method of selling which is collaborative. We don't come out of the gates selling price, we ask them what they seek and envision. If the price is too high for them when they get the quote, we will work with them on alternatives, not a discount from the quote. That seems unsavory; why didn't they give me that price to begin with?
We want to know what their aspirations are. Think about the show Love it or List it. People say what neighborhood they want to live in and what they want in features of the home. The realtor shows them homes that fit the expressed need and then they tell their client what that home costs. Then the client gets realistic becuase those homes cost to much. So we want to find out what they think they want and don't assume how much they have to spend. That is important but we need to know what they want in features and the look of it or style; then we back into the budget.
Names and Logo’s in the Industry are boring. The great brands use a name that is evocative of either the experience or a strong brand name. I explain what I mean below.
Most companies in this niche use logos that are trite - overly linear and geometric, sometimes they make no sense at all. Or they show the outline of a house and a window, door and siding or a worker with a hammer, or on a ladder, stuff like that.
I would prefer to stimulate the imagination of our prospective clients. What it is to renew, update, transition.
By analogy, kind of like TV shows – Extreme Makeover, Queer Eye and What not to Wear, Fixer Upper.
We do not seek to just meet expectations. We seek to exceed client expectations.
If someone owns a home, sooner or later they will need new siding, doors or windows. Some homes are occupied by any one that can afford a home. They person or audience we serve will see the house as a home, safety, security, warm, inviting, shelter, respite. They will have combined household income of say $150,000 and higher. They entertain, if only every once in awhile, family visits, they don't their home to be environmentally unfriendly. They have jobs or they retired - doesn't really matter as long as they own a home in which they have pride, want to protect the asset.
Other than via our website and SEO, we will advertise with TheHomeMag Chicago - 4 color, higher end, home improvement advertiser magazine. You can check their digital edition of magazine at -
See the attachment below for their demographics which match our target client and/or audience.
same niche as ours
Window installer of Okna manufactured windows. The do siding also. Their website looks horrible to me, but they are highly rated on Angie's list. Never could figure out what level 5 has to do with anything. It's an example of a name that speaks to nothing except they do exteriors.
Professional. Assuring. Quality
Top 3 Things
Sophisticated, Trust, Revitalized
The right word(s) to define our target is a challenge. Let's do it by analogy. Their consumer behavior is compatible with Soft Surroundings, Nordstroms, Costco, Cars typically under 50K - relatively new, or more specifically, BMW, Infinity, Chevrolet Suburban, Camry, Lincoln MKZ, Volvo. For retail, anything on sale at an otherwise brand name/higher priced store. Most of the time customers are running around in circles trying to do too much and are exhausted at the end of the day. Fitness is an aspiration more than a habit, at least for the crowd that is over 45.
They will shop on-line even if they are aging boomers (they want to be efficient and don't want to become "out-of-it" like their parents). Homes have security systems.
Technology: Apple (MAC) loyal, Google Nest, Updating homes to be "smart homes", youtube TV, HULU, probably addicted to home improvement TV shows. BUT maybe they don't have all of this but they are doing a big home improvement including upgrading with technology and other enhancements. They may be doing doing work in phases. Hmmm ... sounds like my analogies are one gigant projection on my part :). They hold on to the home improvement magazine that my spouse owns (Chicagoland franchise), TheHomeMag. Print still works in some categories of advertising - especially in targeted direct mail aspirational type higher end mags.