Press 2016-10-14T10:16:28+00:00

Continuum Marketing and Staff in the News

Here are excerpts from some of the many articles which Continuum Marketing Group and/or our president and co-founder, David Alpert, or other Continuum staff members have been interviewed for, contributed to or written.

” Mission Critical Marketing Best Practices for Residential Remodeling Contractors | A textbook example of how to do marketing right in a niche industry
By Dave Kerpen
Inc.com
September 7, 2016

“So often, we read about how to do marketing right, or how to do SEO right, or how to do social media right.

But these articles are written with all small businesses in mind, when in reality, each vertical might be very different in how to best use marketing techniques and practices to achieve optimal outcomes.

I interviewed, David Alpert, President of Continuum Marketing Group LLC, a full service marketing firm that provides services exclusively to residential remodeling contractors nationwide. The interview was refreshing, to see both David’s total focus, as well as a great example of how to apply marketing techniques to a particular vertical. Here’s what David shared:”

“Marketing: Three Big Mistakes – What to do, or not to do, with the brand you’ve built when there is not enough business coming in”
By Jim Cory
Remodeling Magazine
October, 2012

“Referral-based marketing is really good because if you’re already providing clients with good service in your business practice, it doesn’t cost you any more,” says David Alpert, president of Continuum Marketing, a Virginia company that works with many remodelers. The downside: “There’s a finite number of people you’ve worked with,” Alpert says.

That’s why it’s important to have an established channel for driving new business, depending on the level of sales coming in. Alpert suggests a well-optimized website and pay-per-click advertisements that reach locations where you want to work but where that optimized site might not break through to.

You can do that, as well, Alpert says, with an effective direct-mail campaign — targeted by homeowner, age, and income level. Either way, he adds, “you’ve got something you can scale up or down as you need it. The first mistake in marketing is not doing any.”

“Move It”
By Stacey Freed
Remodeling Magazine
July, 2011

A “moving billboard” (actually a jobsite trailer) of Continuum client Todd Miller of QMA Design+Build is highlighted in this discussion of the use of billboards by remodelers. Continuum Marketing designed the graphics for the trailer to coordinate with QMA’s brand.

“Two Percent Ain’t Cutting It”
By Jim Cory
Remodeling Magazine
January, 2011

During lean times, remodelers spend proportionately more on marketing and often spend it differently. David Alpert, president and co-founder of Continuum Marketing Group, weighs in on this issue.

“Ask the Expert: Is search engine optimization, or SEO, of your website worthwhile?”
By David Alpert
Remodeling Magazine
July, 2009

“Search engine optimization” seems to be the new buzzphrase, but is it really worth the time and money? David Alpert, president and co-founder of Continuum Marketing Group, discusses the value of search engine optimization for remodeler websites.

“Web Marketing Makeover”
By Jim Cory
Remodeling Magazine
July, 2009

During slow economic times, an updated website can be a remodeling company’s best marketing tool. In this article, David Alpert, president and co-founder of Continuum Marketing Group, shares the benefits of well-crafted website.

“What Makes an Effective E-Mail Newsletter?”
By Leah Thayer
Remodeling Magazine
April 6, 2009

Not every remodeler e-newsletter is a good investment. David Alpert, president and co-founder of Continuum Marketing Group weighs in on what makes an effective e-newsletter.

“Photos Help Sell Your Work”
By Leah Thayer
Remodeling Magazine
November 5, 2008

This article serves as a tutorial on the photography mistakes that drive homeowners away. David Alpert, president and co-founder of Continuum Marketing Group, teachers you how to see photographs from a homeowner’s perspective.

“Marketing Starts with Logo Standards”
By Gwen Biasi
Qualified Remodeler
September, 2008

A well-designed and consistently used logo is an excellent way to increase brand recognition. David Alpert, president and co-founder of Continuum Marketing Group, discusses how to achieve consistency and whether your company should consider trademarking your logo.

“When Rivers Run Dry”
By Leah Thayer
Upscale Remodeling Magazine
August 26, 2008

Remodeling companies often rely heavily on referrals, which can be the lifeblood of their business. David Alpert, president and co-founder of Continuum Marketing Group, weighs in on the importance of growing your referral base with a referral development program.

“Sell Through a Slump”
By David Ward
DMNews (Direct Marketing News)
March 24, 2008

When the housing market slumps, many remodeling companies wisely seek new avenues of generating new customers, often through direct mail marketing. In this article, David Alpert, president and co-founder of Continuum Marketing Group, gives some tips on using direct mail pieces in a troubled market.

“Calling Madison Avenue”
By Leah Thayer
Remodeling Magazine
March 24, 2008

This article about issues regarding the next-generation remodeling workforce includes a sidebar that quotes David Alpert, president and co-founder of Continuum Marketing Group, talking about the job titles used for employees. “It is important to realize that the vocabulary you use to describe your employees is important,” he says.

“Don’t Grandstand the Brand”
By Leah Thayer
Remodeling Magazine
March 1, 2008

“Brand” is a marketing term that gets used in a lot of different ways, but David Alpert, president and co-founder of Continuum Marketing Group, argues in this article that a company’s brand is more than their logo and tag line: “It is the experience clients and others have with the company.” The article goes on to profile one of Continuum Marketing Group’s clients who has successfully created a winning brand.

“Generation X: The New Driving Force Behind the Remodeling Market”
By Jonathan Sweet
Professional Remodeler
May 1, 2007

It is no secret that appealing to Generation X homeowners is becoming increasingly important for remodeling companies. In this feature on how best to do so, David Alpert, president and co-founder of Continuum Marketing Group, is quoted describing a few notable tendencies and preferences of Generation X that remodelers should take into account when designing their marketing programs.

“Eyes Wide Open”
By Leah Thayer
Remodeling Magazine
April 1, 2007

In this article, David Alpert, president and co-founder of Continuum Marketing Group, gives advice on keeping your technological systems safe. There are many disasters that remodeling companies should be prepared for, and keeping computer systems secure is definitely one of them.

“Web Savvy”
By Replacement Contractor Staff
Replacement Contractor Magazine
February 1, 2007

David Alpert, president and co-founder of Continuum Marketing Group, was interviewed for Replacement Contractor Magazine on the importance of having a good website for building and remodeling firms. David discusses a variety of topics, including search engine optimization, budgets for websites, and CMG’s web-centric marketing strategy.

“In Slowing Times, Forward Thinking”
By Leah Thayer
Remodeling Magazine
January 1, 2007

Recent times have been hard on many building and remodeling companies. In this article, David Alpert, president and co-founder of Continuum Marketing Group, offers advice on tuning and honing your company to survive and even thrive in a troubled market.

“IT: In-House or Outsource?”
By Bridget McCrea
Upscale Remodeling Magazine
October 1, 2006

Questions regarding the handling of technology and IT support are very important for all small businesses, and handling them properly can make a big difference in the success of a company. In this article, David Alpert, president and co-founder of Continuum Marketing Group, advises that the necessary decision of keeping IT support in-house or outsourcing it is a very individualized choice, depending on a number of factors.

“Postcards or Letters?”
By Leah Thayer
Remodeling Magazine
June 1, 2006

Many remodeling companies successfully use both postcards and letters in their marketing campaigns, but there are important differences between the two mediums that should be taken into account when deciding which to use. In this article, David Alpert, president and co-founder of Continuum Marketing Group, gives advice on maximizing both forms of marketing.

“Mailing List Smarts”
By David Alpert
Remodeling Magazine
March 1, 2006

In this article he wrote for Remodeling Magazine, David Alpert, president and co-founder of Continuum Marketing Group, shares some of his tips for selecting the right mailing list, a crucial but often-overlooked aspect of any direct mail program.

“Don’t Return to Sender”
By Leah Thayer
Remodeling Magazine
August 1, 2005

In this article, David Alpert, president and co-founder of Continuum Marketing Group, offers his tips on creating good lists for mailings. He notes, “the most important thing in any direct mail campaign is the list.”

“Wish You Were Our Client”
By Leah Thayer
Remodeling Magazine
May 1, 2005

This article profiles the mailing strategy used for one of Continuum Marketing Group’s clients. David Alpert, president and co-founder of Continuum Marketing Group, gives insight on the mailing program, from designing the mailing piece and choosing the right list to tracking the program’s success.

“A ‘Brand’ New Website”
By Leah Thayer
Remodeling Magazine
March 1, 2005

Leah Thayer profiles the website of one of Continuum Marketing Group’s clients in this article, discussing several aspects of the design that give the website a competitive advantage. David Alpert, president and co-founder of Continuum Marketing Group, is interviewed and discusses both some of the specific strategies CMG used in designing the profiled website as well as our web-centric strategy in general.

“Go For All-In-One Web Services”
By Stacey Freed
Remodeling Magazine
January 1, 2005

Having a good website is increasingly important in the building industry. David Alpert, president and co-founder of Continuum Marketing Group, is quoted in this article on how to start the process of creating your own. “Having a bad website can be worse than having no website,” David says. David also discusses how websites should be used in this article.

“Marketing 101”
By Joseph F. Schuler Jr.
Remodeling Magazine
January 1, 2005

Marketing is an essential aspect of any business, but can be a little scary for business owners who are just starting to think about it. In this guide, David Alpert, president and co-founder of Continuum Marketing Group, gives advice to business owners in that position and reminds them that it is important not only to be engaging in marketing, but to be doing the right kinds of marketing.

“Sharper Image”
By Deborah Huso
Replacement Contractor Magazine
January 1, 2005

“Marketing and sales are part of the same effort,” David Alpert, president and co-founder of Continuum Marketing Group, is quoted as saying in this article. David goes on to give advice on updating your corporate image and the need for an integrated, web-centric strategy.