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The following came out of conversation last week regarding a Real Estate job.

Question:

I have a real estate job and my customer is asking for a “preventative treatment” after the mold remediation. I don’t want to lose the job by quoting a product/service incorrectly. What are they asking me for?

Answer:

If there’s anything that we know about real estate jobs, the seller wants to minimize the time and expense in satisfying their buyer (and buyer’s agent). While we would all love to sell and install top rate moisture control solutions and solve the real long term problem, many times we have to defer to what the customer wants…fast and cheap.

So let’s discern the language of “preventative treatment” so that we’re giving the customer what they’re asking for. In the chemical industry, we see a lot of preventative treatments being touted through various service industries (remediation, pest control, waterproofing, etc). The common thread that seems to bind them is that: 1) they tend to be water soluble 2) the tend to be “film forming” 3) they tend to be low viscosity 4) they tend to be fast/easy to apply.

All of this leads us to one product in the Enviroguard line: Botanical. In addition to meeting the previous four attributes, as an “all natural and eco-friendly” antimicrobial, Botanical can bolster the marketing and practical claims of safety in your service and position you in direct contrast to other contractors who may be using something with higher toxigenicity like quaternary ammonium chlorides.

If you’ve taken notice of the Botanical label, the big call-outs on it for preventative treatments are 1) Bacteriostat & Fungistat (this is your prevention statement) 2) Inhibit (this is your use statement) 3) Minimum Risk Pesticide Antimicrobial (this is your safety and classification statement). Combined, all three of these areas should help you position your company for sales success when confronted by customers requesting fast and cheap preventative treatments.

Let’s look at an example that compares and contrasts the products and costs in a Preventative Treatment vs a Moisture Control Installation.

Example:

1000 ft² Basement with 8′ walls and on a standard 2″x10″ joist floor system on 16″ centers using OSB sheathing

Floor System measurements

  • 40’x25′ footprint = 1000 ft²
  • 2″x10″ joists on 16″ centers = 2.06 (factor)
  • Total board feet = 2,060 ft

Foundation Wall measurements

  • 40’x8’x2 = 650 ft²
  • 25″x8x2 = 400 ft²
  • Total ft² = 1,050 ft²

Preventative Treatment with Botanical (for Xactimate users, reference code WTR>GRMB in your zip code)

  • Floor System and Foundation Walls = 3,110 ft² x $0.26/ft² = $808.60

Moisture Control Installation with ClearGuard, EnviroSeal and MasonryGuard (for Xactimate users, reference code PNT>S+++, PNT>BRK,  PNT>WP in your zip code)

  • Floor System = 2060ft² x $1.18/ft² = $2,430.80 (ClearGuard installation)
  • Foundation Walls (EnviroSeal) = 1,050 ft² x $0.76/ft² = $798.00 (includes both EnviroSeal and MasonryGuard installation)
  • Foundation Walls (MasonryGuard) = 1,050 ft² x $1.33/ft² = $1,396.50 (includes both EnviroSeal and MasonryGuard installation)

Obviously, the services of a Preventative Treatment and Moisture Control Installations are very different. They’re different in products used, they’re different in results; and, they’re certainly different in total sales dollars. However, by having both arrows in your quiver and knowing how and when to use them, 2017 can be more profitable year than ever for your company.


Technical, marketing, best practices or sales questions? Email me at mamaier@paradigmlabs.us and I’ll be glad to answer your question in detail.


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