Case Business Model Strives to Attract Clients for Life.

Client Centric Approach Emphasizes Relationships and Exceptional Client Service

BETHESDA, Md. -- In the highly competitive business world, client loyalty only goes as far as your last positive client interaction. For years, customer oriented industries have built upon a foundation of targeting past clients for business sustainability. Now the remodeling industry is following the same path in an aggressive effort to attract and retain past clients.

Bruce Case, CR, Chief Operating Officer of Case Handyman and Remodeling Services, the nation's largest home improvement and remodeling organization believes the creation of the Clients for Life business model is an appropriate step in his company's plan for growth. "From a business perspective, it makes perfect sense to build and maintain long-term relationships with clients," says Case. "Past clients are an integral part of the future growth of our franchise system."

The Clients for Life model starts with a small home improvement project, such as fixing a window that will not shut properly or replacing a damaged gutter. "We use that initial project to show the client that their project is important to us no matter what the cost or scope of work," says Case. "By providing an exceptional experience, the first project serves as a spring board for larger projects." The model aggressively targets clients with a variety of marketing strategies to promote its full service (kitchens, baths, attics, basements and major additions) offerings.

Past clients are also provided holiday coupons, discounts and loyalty programs. Remodeling consultants are encouraged to call clients on the anniversary of their completed project and clients are asked to participate in surveys and focus groups designed to enhance their experience. "Consistent communication with the client has been very effective in keeping top of mind awareness," says Case.

The company spends a third of its marketing budget targeting past clients. As a result, 25% of Case's first time clients use the company for a second time. In fact, 54% of Case's 100 million dollar revenue generated in 2006 is attributed to past clients and referrals. "Past clients are always a great source because they have less fear, uncertainty and doubt," says Case. "We want to be their only available home improvement and remodeling option." Case says the model has been a huge success. "One client in the Washington, DC Market has done an unprecedented fifty-five projects."

About Case

Founded in 1961 and headquartered in Bethesda, MD, Case[R] Handyman and Remodeling Services, LLC, is the nation's largest full-service residential remodeling organization with a system of one hundred eighty franchise territories nationwide. The multiple award-winning organization continues a long tradition of industry innovation and superior craftsmanship. For more information on Case please visit www.casedesign.com or call 1-800-426-9434.