Pagano is referring to the increased investment in marketing campaigns, Web site developments, and technologically-driven databases that are now used to turn the “cold call into a warm call.”

“Starting this year and continuing into next, we are directing all of our marketing material to our Web site,” explains Pagano. “We are allowing the homeowner to check us out before they even pick up the phone to call us. Here, they can see our offerings, read statements from past clients and view the many industry awards we have been honored with.”

Dan Green, president of SolarShield, Altoona, Pa., No. 192 on the Specialty 200, echoes Pagano sentiments. He says that generating good, quality leads looms large on their radar screen for 2007.

“The greatest challenge is to produce enough leads so that we can go out and close at a high percentage rate and retain enough business to make the company profitable,” says Green, “while still properly compensating the sales people so that they have a chance to make a good living.”

Another area of marketing that the Specialty 200 is focused on is cross selling. Pagano incorporated a new client database that allows him to market to past clients with some of their other product lines. Many companies are adding more product lines to their business, including handyman services and insurance restoration, as an opportunity for more business from already satisfied customers.