Eco Institution Philosophy: Saving Green by Living Green

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I actually collected the most beautiful samples pulled out of a pallet somewhere (I’d ask, can I keep this?) and kept them in the garage. Mr. Patient, my husband, made me give them up when we moved from our first home. How cruel it was to have my collection thrown in a dumpster! Couldn’t we have found a loving home for them?

My passion for clay tile lived on. When I called on roofing distributors, there would always be a stack of one of a kind pieces of tile that some contractor was trying to match leaning against the wall of a salesman’s office. I just had to look through them as if I was looking through someone’s old, valued record collection.

I took the below photos in Santa Barbara on a Valentine’s Day weekend with my husband. I made him park illegally before we left so I could go back and take the pictures. I found the building on a walking tour that they might even call ‘the red roof tour’. This roof was striking in person; my photo doesn’t do it justice. The moss growing on the tile was such a beautiful contrast.












We all have quirky little secrets. I just told you mine: I love clay tile.

Flip through the TV channels during the evening news and you’re sure to see stories of businesses closing, credit problems mounting.

Everyone is trying to pinch pennies in any way they can.

While some companies may feel like slashing their advertising budget is a reasonable way to cut costs, actually, however, advertising is an essential part of growing and maintaining a business – in any economy.

In the same way you have to keep your work van stocked to have an effective and efficient business, you have to keep your name out there to keep the phones ringing.

According to FMI, a leader in management consulting for the construction industry, residential construction is expected to continue to decline.

During times when people are not venturing out to buy a new house, they will instead rely on renovations or make small changes to spruce up their existing living spaces.

Repairs always need to be addressed, regardless of the economy. If the toilet won’t flush, the lights won’t turn on, or a storm has created an unintended sky light, the last thing consumers will be thinking about is the struggling economy.

Consumers need to be able to find your business when these needs arise. The key to keeping your business afloat, even in a bad economy, is to keep your name in places where customers can see it when they need you most.

Advertising is an essential part of a long-term overall business plan because maximizing your visibility means customers will start to recognize your business name and view you as a trusted roofer.

By consistently advertising where customers are searching, you are giving your company a competitive edge over other businesses that don’t advertise at all or that wait to advertise as a last ditch effort to save their company.

The way you choose to advertise is a very important piece of the puzzle.

Advertising through mediums such as radio and billboards don’t catch customers when they are “ready to buy.”

In Maurice Maio’s article “When Business Is Slow,” Maio comments that “…unless the listener [of a radio advertisement] needs the service and repair work right then, they are not likely to call your business.”

Advertising on directories such as eLocalRoofers.com, MerchantCircle.com, or Superpages.com that are specifically targeting consumers when they are “ready to buy” proves to be a much more effective way to reach your target audience, and a better way to spend advertising dollars.

In today’s tech-savvy world, the trends in advertising are quickly moving away from print and onto the web. Search engines like Google, Yahoo, Bing and MSN have replaced traditional phone books when it comes to searching for a roofer.

Across the board, print advertising sales and effectiveness has dropped sharply in the past few years.

In an article titled “Search vs. Yellow Pages – 4 Secrets Why Search Engines Beat Yellow Pages in Local Advertising,” Phil Reifenberg details how companies advertising on the internet reach more customers because of the internet’s ease of use, the lower cost of internet advertising, and the ability to advertise in a wide service area.

While you could spend thousands of dollars advertising through print mediums that are quickly becoming obsolete, there are a number of places online where you can advertise very affordably and effectively.

Also take advantage of sites where you can advertise for free like Google Maps and free directory listings. Make sure not to haphazardly try different advertising strategies for short periods of time and judge the advertising based on immediate results because it takes time to see what advertising really works for you and your business.

So if you think that advertising isn’t just as important to your business as your roofing hammer– think again! Getting your name out there for customers to find you is an essential part of any good business.

Advertising your business on places where customers search, such as the Internet, puts you ahead of many other companies that are still advertising in the telephone books, or not advertising at all.

Whether you own a home or a business with a flat roof (which is something of a misnomer because every roof has a little slope) you will need to choose an option on how to quickly and effectively remove water from your roof.

Standing water can cause problems.

Problems can include the growth of moss and mold and not the least of which is the weight of the water itself. A twenty foot by twenty foot section with one inch of water weighs one ton. Quite frankly, your roof is not designed to support that much additional weight for long periods of time.

There are a few options on how to remove the water from a flat roof.

Gutters and downspouts are very common on residential homes. The water follows the slope of the house to the gutter and down the spout away from the home. This method does, however, require regular maintenance to avoid clogged gutters.

Another method, more common for commercial applications, is scuppers and parapet walls. Again, the water follows the slope to the scupper and the water exits the roof either directly out the scupper or via downspout.

A roof drain is another option.

By using a roof drain, the water is directed through a series of pipes internally. For this reason it is paramount that proper roof drain installation is completed by a professional. If these internal pipes begin to leak, it could lead to extensive damage to the buildings interior.

Also, the point at which the roof drain is connected to the roof can also present the potential for leaks if it is not attached to the roof and sealed properly.

However, a roof drain with a properly sloping roof is an extremely effective means to avoid standing water on your roof.

According to a study from O’Reilly Media, there are 140 million people who use Facebook, a social networking site that invites users to connect and share.

Of that incredibly large number, more than half are out of college, and will, at some point, be in need of a roofer.

Social networking sites have become a key component in business marketing, as more and more people share life events, opinions and service recommendations on the web. And, while there are a host of social sites on the Internet, Facebook has proven to be a powerful middle road between the youthful, personal MySpace, and the high-end professionalism of LinkedIn.

Making a Facebook “Page” is the easiest and most effective way to establish a presence on the site.

Even though there is an option to establish a Group, visitors must join Facebook in order to see your information, potentially limiting your audience. While Groups are great for personal use or smaller scale communication,

Pages are better for brands and businesses that want to interact with their customers.

Pages are customizable and personalized, and fans of your Page will be automatically updated when you make any changes.

Facebook Pages are indexed by search engines, such as Google, so that your company and name will appear when searched online and people will be directed to your Page. This searchable Facebook listing will also increase your online visibility.

Like a personal profile on Facebook, a Facebook Page allows you to provide information about yourself, your company and your services. You can have fans, pictures and a space for you or your fans to write comments (called a “wall”). Your “wall” can also be used for company news, promotions, sales, updated hours, services or contact information.

To Start::
Go to www.facebook.com/Pages/create.php.

Select “Home Service” under the “local” banner.

You can then name your Page, most likely the name of your business.

It is helpful to post pictures of the work you have done, if available. Before and after pictures tend to be the most effective in showcasing your work.

Another great way to enliven your Page is to ask for testimonials from satisfied customers. Asking them to write a quick positive note on your wall, or even on their own, can direct more fans to your Page.

Find Your Fans
Growing a fan base for your Facebook Page is the only way to grow your identity on the site.

Fans grow virally. Once a person becomes a fan of your Page, their fan status is shown on their Page and also suggested to their network of friends. This can lead to an expansion of fans on your site.

Once you have established your Page, be sure to join Groups in your industry and invite customers, acquaintances, friends, family: anyone you can think of to become a fan.

Another way to gain fans for your Page is to announce your presence on Facebook by placing your affiliation on your business card. Invite clients to be a fan when you perform a service.

You can also offer special discounts and offers to Facebook fans, such as an extra 5 percent off their bill or a free extra service, so they are more likely to become fans and attract others to your Page.

Take caution to not hard-sell your fans with too many updates and messages, as they always have the option to block you.

It’s better to establish a regular schedule of updating your Page with useful information for your customer base. The frequency of updates is up to you and can be as infrequent as monthly or quarterly or as often as weekly. Updates can cover new promotions, quick, do-it-yourself tips, or even ideas for a seasonal service that may become necessary as the weather changes.

As online marketing becomes the main venue for business growth, joining and marketing your company through Facebook is a free, effective and easy way to gain more exposure for your business. Once you become well versed with Facebook you can also evaluate their paid advertising options as well.

You shouldn’t expect Facebook to be your next great source for leads but it is one piece of having an effective online marketing strategy.

For more information and helpful hints, visit www.facebook.com/help.php.

Time is entirely too limited and valuable.

Using Email to communicate quickly while on the move or multi-tasking seems like a no-brainer.

Messages regarding booking new jobs, connecting with old clients or conversing with employees can be sent and received in a matter of minutes.

Utilizing Email for communication can help your business to run smoothly by saving you time and energy. However, if not approached and crafted properly, your Email correspondences could be sending out the wrong message about you or your business.

The following tips on etiquette in electronic communication will ensure that all of your business Emails are clear, competent and received successfully.

Include:

• An E-mail Subject
This first, vital step will set the tone for the rest of your Email. The subject of any message should be brief and directly indicative of what the rest of the Email will concern. An Email subject like “A Question for You” is much more vague and less informative than a subject such as “Question on Presentation Materials.”

• A Proper Salutation
You should never begin an Email without a clear, appropriate greeting, such as “Dear, Hello or To Whom It May Concern.” Starting a message with the first sentence of the Email body seems rushed and unprofessional. In a business-related Email, addressing your audience with “Mr. or Ms.” is typically recommended. You may move to a first name basis after repeated contact, but sticking to this rule initially will ensure that you are maintaining your sense of professionalism.

• Your Name and Title
Identification is important. If you do not explain who you are and on whose behalf you are writing, a reader may be quick to dismiss the message. When sending a business-related Email, it is advisable to communicate using an Email address that includes your name or your business name, as it gives more credibility to your purpose.

• The Purpose for Writing
After introducing yourself to the reader, the next step is to explain why you are writing. The message should be concise, uncomplicated, and to the point. The purpose for writing should be clearly spelled out immediately following your introduction. Any relevant details can be explained after stating your purpose for writing. Additionally, if a response or action is required on the part of the reader, this should be spelled out at the end of the Email body.

• A Detailed Signature
A signature will be the finishing touch on your Email and is often where readers will look if they want to reach out after reading the message. An effective signature for a business Email should contain an appropriate closing salutation, such as “Sincerely” or “Best Regards,” and include your full name, title, organization, and phone number. It might also be helpful to include a fax number or company website as well.

Exclude:

• An Information Overload
Keep your messages focused on one issue at a time. Addressing too many points in one e-mail might overwhelm the reader, making him or her more likely to abandon the message. Often times, if an Email includes multiple questions, your reader may respond to one point, but ignore another. Sending separate Emails about multiple issues is more effective than sending one message overloaded with information.

• Nicknames, Slang, Business Lingo or Abbreviations
When crafting an Email, your ultimate goal should be ensuring that your audience receives and understands the message as clearly as possible. Using nicknames, slang, business lingo or any other abbreviations with which your audience may not be familiar can lead to confusion on the part of the reader, especially if you are writing to a consumer who is not familiar with industry terminology.

• Angry Emails
Work can undoubtedly become frustrating at times, however, it is important to keep these frustrations out of your Email correspondences. Once you send an angry or negative Email, there is no way to get that message back. Another error commonly made when communicating electronically is writing in all capital letters, which is generally considered to be the equivalent of yelling. Be sure to take the time to review what you are sending and consider how your audience is going to react to the message.

Remember:

• To Edit Your Emails
No Email should be sent without proofreading the text you have written. Regardless of what type of business you are running, adhering to the general standards of grammar, spelling, and punctuation is absolutely vital to guarantee successful communication. An unedited Email filled with typographical and grammatical errors indicates that the author did not put any thought or effort into the creation of that message.

• To Keep Your Messages Neat and Tidy
What your message looks like on the reader’s screen has a significant impact on how your reader will respond. We recommend using a clear, simple, black font such as Time New Roman or Arial at 12-14 point. Often times, people skim Emails rather than reading them in detail, so breaking up the text using bullets and spacing will make the message more reader-friendly. Creating a bullet list is often more effective than writing a lengthy paragraph, as an important point can often be missed in a large block of text.

• To Manage Your Inbox
An unruly Inbox is one of the precursors to unsuccessful electronic communication. If your Inbox is overflowing with read and unread messages, the likelihood of missing an important message is increased. Use folders to save and organize your Emails once they are read, sort your Emails by priority to ensure the most urgent matters are handled first, and set reminders for yourself to complete important tasks. Keeping your Email organized will help you handle communications more efficiently.

The effort you put into writing business Emails can be indicative of the care you put into all of your business endeavors.

Be sure to make the right impression on your employees, customers, and colleagues by crafting understandable, thoughtful, effective electronic correspondences.