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How We Grew Our Crack Repair Business to $85k Sales in 6 Months

It went from 0 to 100 real quick. In August, 2019, I was 30 years old and working as a Social Media Engagement Associate in a corporate office. I was content with my job, but still desired a business of my own. So, on a sunny Friday that August, my husband came home and told me he had just lost his job. My world was shattered as I tried to comprehend how we would pay our bills. At this moment, it was now-or-never, and we decided to conjoin forces- my desire to run a business with his skills in the field. One month later (29 days to be exact), New England Foundation Crack Repair was born.

Our first 3 customers were a mix of family and friends who needed help as well as leads from HomeAdvisor. Eventually, word of mouth reached our friend’s neighbors and their friends, then our client base kept growing. Since starting, we’ve generated $85,000 in sales.

Who is your target demographic?

In a broad spectrum, homeowners benefit the most from our services. However, we also work directly with a lot of real estate agents as home inspectors will bring up related basement issues in their report which hinders the sale of a house.

I wouldn't classify this as funny, but a bit more unconventional from our other requests. One of our customers is a widow and she asked us to install her fire detector in her hallway. We happily obliged, it was just different since our scope of services are based in the basement and include waterproofing and foundation repair.

How did you fund the idea initially?

The idea was solely funded from my credit cards and cash I had saved. We started with the priorities first, then when we started to profit, we would use some of that to buy whatever was next on our list. Also, I traded my 2017 VW Jetta for a Nissan NV200 work van.

Did you run any companies prior?

Ever since I was young, I have always wanted my own business, but I never knew what exactly I wanted to do. I’m the type of person who sees potential in anything and everything, so I constantly had business ideas flowing through my head, but no plan in place.

The idea of freedom and flexibility were so appealing. This business has given me the opportunities to be creative and take on different roles while helping people. The money isn't bad either! :)

What were your family and friends first thoughts on your company?

My family and friends were excited when the business started. I’m sure their excitement turned to nervousness when I quit my corporate job in December 2019. Since then, I’ve been continually proving to everyone that this business was meant to be!

What motivates you when things go wrong? What is the end goal?

Things WILL go wrong. So, I just take a deep breath and remember tomorrow is another day with new opportunities when I can continue to build my dream.

A business requires a lot of knowledge and work. Continue to learn and grow. Don’t forget to give yourself small breaks to recoup or you will drive yourself insane.

What makes you stand-out from your competitors?

We stand out from our competitors because we are innovators who are dedicated to our client’s satisfaction. With my background being in customer service, I was able to utilize these learned skills to create a positive experience. We listen, so our customers trust us and are happy to recommend us to their friends and family. Our favorite motto is: “Underpromise and overdeliver.”

Most of our competitors have been operating with the same methods since they started. With innovation, we test ingenious marketing techniques and find new ways to make everyone’s interaction with us better.

What are the top 3-5 apps that New England Foundation Crack Repair could not run without?

  1. Square- Square is an easy to use mobile payment company. We are able to accept credit cards on the spot by swiping in the hardware provided by square or a customer can call the office and provide their credit card information right over the phone.
  2. Wave- Wave is a fantastic FREE accounting and invoicing online software packed with features. We are easily able to connect the business bank account to categorize our transactions and run reports such as profits and losses. My accountant was very happy with how organized I was because of Wave. They also offer a competitively priced payroll service.
  3. Teamup- Teamup is a shared calendar. I am able to schedule jobs and color code with which technician will be going to that job. Each technician has the ability to view and edit the calendar, so they can update names, phone numbers, address, work to be done prices, etc. This is integral as our customers count on us to be on time and arrive with the correct equipment.
  4. HomeAdvisorPRO- I have a love/hate relationship with HomeAdvisor, but I must admit that we have gotten A LOT of business because of their leads. The amount of consumers who seek HomeAdvisor for assistance on finding a pro is astounding, but on the downside, they are expensive and competition fighting for the lead is fierce.

What are your favourite books.

If you are to read any book to help you in the business world, please read “The Power Of Moments” by Chip and Dan Heath. It is not so focused on business building, but more on creating moments / connections with others. This is such a great skill to help you think creatively in maintaining customer relationships which keep people coming back to you.

Do you plan to go beyond crack repair?

I would love to expand into complimenting services. It won’t be right away as we continue to perfect the foundation crack repair and basement waterproofing side of things, but at some point in the future, I am expecting some great additions. Please feel free to LIKE US on Facebook in order to stay in the loop with any updates.

Are there any releases you can tell us about?

Recently, we published a short promotional video on our YouTube page as well as a referral program on our blog in hopes of reaching more people with our services. We look forward to continuing to grow our Youtube channel with helpful tips relating to foundation crack repair and basement waterproofing.

Company Name: New England Foundation Crack Repair
Founder: Cassandra Leite



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