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The benefits of publicity are enormous. As more and more people know about your company, what its product or service is, and how it can benefit them, your chances of acquiring new clients spike dramatically. The challenge for small businesses is that fancy ad campaigns, market research, and public relations agents can add up to a sizable investment. There are times when these resources may be appropriate, but for most custom builders the best kind of publicity is free publicity, or at least very low-cost publicity. Over the years I've collected ideas for getting free PR. Here are what I consider to be the top 10 ways to get your company name in front of the public for little or no cost:

1. Join organizations and get involved. Become an active member in your local home building organization and speak on behalf of it to consumer groups and civic associations. Do this for free and with no hidden agenda of obtaining business, but rather as a benefit to the public. Not only will this give you exposure to the public, but it also will identify you as a committed professional.

2. Teach a class. Adult education classes for school districts and community colleges provide an opportunity to share your knowledge of home building and home buying with people who are interested in doing just that. You will gain credibility as a member of the institution's faculty, and you will become a trusted expert to a classroom full of potential custom home buyers.

3. Form alliances. Develop partnerships with other professionals, such as architects and interior designers. Their clients, in effect, will become yours and vice versa. This kind of support system can be used for collaborative marketing programs and advertising campaigns that have shared expenses.

4. Ask for leads. Did I say ask? Ask for at least three leads from every client. I have known of contracts that included a clause requiring at least three legitimate referrals. When one of these leads turns into new business, reward your client with a nice thank you, such as a gift certificate to a top restaurant or a half-day of handyman services. Keep a tickler file for reconnecting with your clients every three to six months, and ask again for their business and for referrals.

5. Be a radio or IV guest. Offer your presence to a local radio or TV show when there is a newsworthy item relating to your business. For example, I know of an HVAC contractor who offered to present five simple steps for keeping a house cool and energy efficient in the hot summer months. Understand that news reporters are very busy. They want bites of information relative to hot issues. Tailor your contribution to what is current in the news.

6. Have stuff and label your stuff. Carry your brochure, one-page ad, and promotional material with you at all times. Include in them awards and any other recognition you have received. Put your name and critical information on your stuff. Let others know who you are and what qualifies you as an expert. Label everything consistently, from your trucks and cars to your pen and pencil sets. Be proud of your promotional stuff. In my business, we affectionately call it the "we love us package."

7. Get a coach or be a coach. Having someone hold you accountable to your goals and plans is valuable. Your coach will endorse you as someone who is worthy of the trust of others. Then return the favor by mentoring a young entrepreneur. It's a great idea to share your knowledge with others, because they will show their gratitude by telling others what a great person you are.

8. Send an e-mail newsletter. This is a no-cost way to maintain a presence in front of your clients. The newsletter can be just a few hundred words long. In fact, brevity is important. The newsletter must be more than spam; it must have a tip or provide information of value to the reader. Always offer a product or service at the end of the newsletter and a way for others to subscribe to the newsletter.

9. Get involved in lateral organizations. Join and get involved in organizations that support the construction industry. Banking, real estate, and insurance adjuster associations are a natural support to our industry. Your presence and expertise will be a tremendous asset to these organizations. This will lead to more business from sources you may not have consciously targeted.

10. Send out press releases. Any time your company participates in a seminar or trade show, receives an award, contributes to a community project, or adds new employees, a press release is merited. Send the release to the real estate or business editor of your local newspaper, the local home and garden magazine, your industry trade journals, and association newsletters. Always mention your company name and a brief description of your services. Some of your items may make it into print, or you may get called as a resource for a different story.

Publicity for your business is an ongoing venture. Investing the time and energy in these small ways can pay huge dividends when building a client base. And always remember that leads for potential new business need to be followed up.

Paul Montelongo has been a builder for more than 23 years and is a nationally recognized speaker, author, and consultant to the construction industry. Visit him at www.contractorofchoice.com.