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Property Inspection Vendor Revamps Messaging and Website as Precursor to Big Sales Year

Situation Overview
A national property inspection vendor serving the property & casualty insurance market recognized a lucrative business opportunity in southeastern coastal regions and needed to update its strategic positioning, its website and its sales approach in order to effectively capitalize on the new opportunity.

This property inspection vendor maintained excellent relations with existing customers, but it had several hurdles to clear before it would be well-positioned to capitalize on the opportunities that were presenting themselves in the southeastern U.S., including the need to:

  • Revamp its website
  • Introduce new messaging to better position its product and service capabilities
  • Better position its strategic partnership with another industry leader
  • Introduce a new product through its strategic partnership
  • Scrub its CRM database
  • Update its sales presentations

Problems Solved
PWMG developed two new websites for the company, with the first one done in order to test new product messaging and to begin using it as a portal for registering interested prospects in product demonstrations.

With the first website developed and the sales presentation updated, a sales letter was then developed and distributed to the company’s prospects. This single sales letter generated more than 20 appointments in the target market and helped trigger a record sales year for the firm.

After proving that the new product and service messaging were resonating with prospects, PWMG undertook the project of redoing the company’s existing website. Following the launch of the new site, PWMG then turned its focus to helping the company continue updating its CRM database by executing two new sales letters and by launching an electronic newsletter.

The new sales letters, combined with a follow-up plan implemented by the client, resulted in more than 20 additional appointments and11 RFPs.

Related PWMG Services
Public Relations | Marketing Strategy | Database Marketing

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