Brighton – Its What a Community Used to Be

When we first came to this area back in 2003 the marketing slogan that captured so many was ‘Brighton – its what a community should be’, and it was sold so well that many people moved here expecting a healthy, happy community.

Maybe it was just the space we were in personally, but we certainly found our early years in Butler (the proper suburb name) to be that of a community of people who seemed to want to create something more than a dormitory for busy, heavily mortgaged commuters.

We had a lot of involvement with the community and made a heap of friends in the early days. It was fun, exhausting at times even.

But then things changed…

I’m not sure exactly when, but with the growth of the suburb came investors, rental properties, people who didn’t want to know their neighbours, graffiti, a lack of care or interest in the wider community and a general malaise about the development of the community.

Right now I’d say we are really just another bland suburb in the outer mortgage belt Perth with little to distinguish us from any other suburb. It’s no surprise that the slogan has changed from ‘What a community should be’ to ‘Brighton – Its All Here Already’.

As I reflect on the most significant contributor to the decline in ‘community’, I’d have to say it is the increase in the number of rental properties. When people rent for the short term (as many do) they have little desire to get to know the others in their street. Why would you when you’ll be gone in 6 months?

Some would cite the number of homeswest houses as one of the factors in upsetting the utopia that many were expecting. Its true that there are some shockers of homeswest tenants in the area, but also some ordinary decent people… kinda like those who own their own homes.

I have a feeling its just a part of ‘growing up’ as a suburb, and becoming more established. At the end of the day our ability to be a community and be part of a community depends largely on our willingness to give of ourselves to the local community.

I certainly haven’t been doing that in the last couple of years and I reckon if you ‘reap what you sow’ then I’m pretty much where I ought to be.

In 6 weeks we leave this community for another one, 10 minutes further north but with a very different vibe. We go here with a different mindset to when we came here, but I’m still not sure quite what to expect. We are moving into the established part of Yanchep (‘old Yanchep’) and it is a mix of long term residents, retirees, low income earners and then some people like us.

I don’t know what to expect in terms of ‘being part of the community’, but I’m guessing it will be very different to that of Butler.

I hit Butler with more evangelistic zeal than a newly converted pentecostal, but I’m not there today. Its probably a good thing. It wasn’t a pretty sight. I’m still very much committed to living out the mission of God, but I’m more prepared to trust God to do his bit these days and just stick to doing what I can do.

So the next leg of the journey for the ‘backyard missionary’ will be different to this one. Still hoping to see the kingdom come here on earth, but coming at it from a different headspace.

Marketing Insights

Not mine – yours.

One of the things that intrigues me about developing a business is the process by which you get work and how a business expands.

Recently the ‘quiet’ time has ended and I have picked up some new customers – some ongoing work and some great leads for future work. A builder, a couple of real estate agents and a brick paver have all asked me to do work for them and it adds to the consistency of work.

Currently I rely on several different sources for work:

a) My website

b) My community news ad

c) Referrals from happy customers

d) Previous customers

e) Referrals from a local retic shop and turf supplier

f) Occasional letter box drops – although these are now very infrequent.

I’d probably allocate 50% of my work to web based contact and the rest would be mostly ‘b’ and ‘c’.

That’s been how things have developed so far but I’m curious to experiment with targeting a specific area and seeing if I can really grab a huge share of the work there.

Up the road from us is a new estate currently under construction and designated to be the next big regional centre in Perth. It is called ‘Alkimos‘ and currently is only about 80 or 90 houses still being built and about 2 or 3 months away from completion.

I am wondering what I would need to do to really get the lion’s share of the work in that estate. Is it possible to be so well known up there that Brighton Reticulation & Turf becomes the retic and turf contractor that everyone chooses?…

Maybe…

But I am thinking now is the time to really crank things up if I am to get known and to get the jobs. Right now no one lives there, but I’m guessing people go there regularly to check on the progress of their homes. I’m guessing someone has a database of who’s building there… and that might be available for a fee…

I’m wondering if the land sales office would pass on my name to new families building?… I’m wondering if a bottle of red for every family who use me might be an incentive?…

I’m wondering about some signs that post my name and logo around the place, but I’m not so sure of the legality of these. I’m also wondering about the expense if they get stolen, removed or vandalised.

But I’m open to ideas from those with some marketing nouse. If a new suburb sprung up next to you where people were going to need your services how would you go about getting the lion’s share of their business? We are told that Alkimos is going to be the new Joondalup so its going to be BIG and to get in on the ground floor would give me a huge edge.

So – tell me your marketing secrets!