How RTA Cabinet Store Finds Hidden Prospects For Its Kitchen Cabinets Using Facebook – Forbes

Gary Nealon

Gary Nealon, president of RTA Cabinet Store, has leveraged Facebook to discover prospects before his competition. Facebook now drives 10-15% of his business. (Photo courtesy Gary Nealon)

Wouldn’t it be great if you could identify sales prospects just as they’re starting to think about buying what you sell or – even better – before they realize they have a need? That way you can build a relationship, educate them, and position your business as an expert in the field, all before they start exploring their options and talking to your competition.

That’s exactly what Gary Nealon, president of RTA Cabinet Store, figured out how to do, using Facebook. His new marketing strategy grew out of frustration with his rising online ad costs, which were increasing because searches for key words like “buy kitchen cabinets” or “inexpensive kitchen cabinets” were becoming more competitive. The more interest in specific key words, the higher the cost. RTA was getting priced out of its market.

Creating A Customer Avatar

Nealon began to explore how his cabinet business could reach or get in front of those same customers before they actually started thinking about buying the kitchen. “We did the deep dive into the profile or avatar of our customer,” he explains. Nealon learned that RTA Cabinet Store had five very different customers and five different reasons they were buying. Those five customer segments include homeowner, contractor/builder, property investor and flipper, real estate agent, and property manager. Then within each of those segments, Nealon says, “We can silo that down based off of what their income level is, what their motivations are for buying, and all those kinds of things.” The result has had a significant impact on the company’s conversion rate.

As part of that deep dive, Nealon’s team also explored the hobbies and interests of those segments and created new Facebook pages focused on those hobbies. That included cooking, gardening, barbequing, and golf. These were all “things that were the traditional hobbies of the people that were buying from us, but that [would allow us] to talk to them on a different level, without it being sort of a salesy front,” he says.

The cooking-focused page, titled We Love Cooking and Baking, now has more than 158,000 followers.

On the cooking page, and on its other hobby pages, Nealon’s team posts three or four posts per day – sometimes as many as six. “We use a lot of memes, videos, things we find online,” says Nealon, mixing in original content with existing content to initiate “light and fun” conversations with followers.

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