A Lesson from Jennifer Gilmer

What do you do to build relationships with your repeat clients? Jennifer Gilmer Kitchens & Bath in Bethesda, MD and Ashburn, VA is an award-winning kitchen and bath showroom that has been honored for its design expertise dozens of times, including a 2009 Pinnacle Award from NKBA. Owner Jennifer Gilmer is also a savvy marketer. Every week her existing and former clients, and others on her mailing list, receive a profile of a project that her showroom has recently completed. The profile identifies the type of project, style, designer and several pictures with a brief description of the goals the client wanted to achieve with their project and how the design helps to accomplish them. A recent update featured a new bath with the following description:

Two growing teenage siblings shared a cramped bathroom with a separate tub/shower space before we renovated to create a fun and dramatic bathroom that would grow with them as they got older. Dark graphic tile helps create a sophisticated space for even the most mundane daily routines. Eliminating the tub allowed us to increase the floor space. Keeping the same floor tile helps elongate and open the space. 2 separate sinks provide personal space for each.

There is also a link for more photos.

We would suspect a relatively high open rate based on a principle that customers who recently renovated a room in their home will want to see what others have done with their new renovations. Sending project summaries is an easy, cost-effective and laser focused tactic to keep your showroom in front of a group of individuals who should be your best source of referrals; your existing customers.