The post below was sent as an issue of my newsletter, Ready for Rain.
Every few hours, I get an email that looks like this:
These emails are an indication that someone has signed up for our new project, or at least the free version of it. When I find them in my inbox, I can practically feel the dopamine flowing through my brain. Each email is just a data point, but together they represent a trend, and hopefully a foothold.
The project is called Build Livable and it is currently taking up most of my waking hours. My goal is to help homeowners save time and money by understanding the phases of construction and planning ahead for each phase. Informed homeowners can hopefully help builders and architects, too.
I wake up thinking about this project, work on it throughout the day, and send myself emails about it in the evenings. This is not driven by a deadline or a demanding boss, but a passion for creating it. I want nothing more than to see it come to life and be useful to people. I believe it can.
You might wonder what, exactly, is taking so much of my time, and it’s a good question. Let’s take a look.
At the beginning of this year, I set out to write about the experience of building custom homes and share what I’d learned. Like writing a book, I took it phase by phase and tried to capture all the things I wished I had known in the beginning. That project was mostly completed by summer and was book-length, about 70k words.
The whole idea changed when our friend, James, said he thought it should be digital and have videos, downloadable docs, etc. Of course! A book wouldn’t do. A website could be multimedia, easy to update, always-on, and have an enrollment fee. The project needed to be on a website and when that realization set in, my entire outlook changed. I was no longer limited by the book medium and could create a richer and more useful experience.
Part of what made me excited was the potential to create it in-house, with low overhead. By using a platform designed for online courses, I could design a very basic version of the website in a few days. The early challenge was not technology as much as branding and design. Over time, I picked colors and fonts, developed a logo and overall feel for the website. Web design is not something I consider a specialty, but I deeply enjoy the process.
The new website went online relatively quickly. The bulk of my work now is focused on filling the guides with useful content and filling the custom list with connections.
Getting people to a new website is always an uphill battle. New websites do not attract attention on their own. In the beginning, a reliable way to generate traffic is through advertising. I started to spend $10 a day on Facebook advertising and targeted people interested in construction, architecture, Dwell Magazine, etc. That’s helping a lot, but I’ll need to do more.
Website traffic, by itself, isn’t all that useful. We needed a way to turn visitors into connections we could contact in the future. In my experience, offering access to a free resource is one of the best ways to make that connection. If you invite people to test drive a resource for free, they may be likely to stick around.
For this, I pulled a couple of chapters out of The Complete Guide and created a free mini-guide called, “Start Your Construction Project on the Right Foot”. It has checklists of questions to ask builders and architects before hiring them, along with how to collect and organize ideas. The key was providing a useful and free resource along with nicely designed downloadable documents that could be printed. People love checklists!
The free guide went live a few weeks ago and since then, a few people per day have enrolled and confirmed their email addresses. It’s satisfying to see them choosing to be involved.
I think of the free mini-guide as a machine running in the background that will hopefully make connections with many people over time. With it in place, I could switch my attention back to The Complete Guide and go into full production mode.
And that’s what’s happening right now. My days are currently filled with formatting and editing the text, creating diagrams and downloadable documents, researching materials, and conducting interviews with homeowners and building pros. This is probably the most comprehensive resource I’ve ever developed. Here’s an example of a draft diagram:
I love every minute of it, in part, because I believe in it. I believe it can help homeowners save time and money. I believe I have the skills and experience to help them be prepared and work effectively with construction pros. I believe I can make it easy.
Each time someone enrolls in the free guide, the email in my inbox is a reminder that there is a need for this sort of resource and people are interested. We just have to keep finding them and showing them that we can help. The people who have chosen to be a part of Build Livable will hopefully choose to enroll in the Complete Guide when it’s ready. I believe that they will.
I’d love for you to check out the free guide. My only request is honest feedback about your experience.