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Builder to Builder Series: Mastering the Art of Aftermarket Restoration- Insights from Sabra Johnson


The world of aftermarket restoration and customization is full of energy and excitement. Success hinges on more than just craftsmanship. It requires a deep understanding of the market and strategic business acumen. Sabra Johnson, a leading expert in this field and the driving force behind Restorations By Sabra, shares invaluable insights on what it takes to thrive in this competitive industry. Sabra wants you to master the “sell of the labor” by knowing your worth and your target audience.

Know Your Worth

One of the most critical aspects of running a successful restoration business is recognizing and asserting the value of your labor. Sabra emphasizes that understanding the true worth of your work is both foundational and essential to success. Many businesses falter by under bidding their services in an attempt to win the contract to attract more customers. However, this approach can undermine the sustainability of the business.“When you don’t charge what your labor is truly worth, you not only undervalue your work but also set unrealistic expectations for your clients,” Sabra explains. “This can lead to burnout and ultimately hurt the quality of your craftsmanship.”

Identify Your Target Audience

Equally important is knowing your target audience. Sabra stresses that not everyone is your customer. The key to a successful business lies in identifying and focusing on your true consumers—those who genuinely appreciate and are willing to pay for the quality and uniqueness of your work. 

“Building your business around non-consumers of your product is a recipe for disaster,” Sabra warns. “You must tailor your services and marketing efforts to attract and retain your ideal customers.”

Build a Business for Your True Customer

Once you have identified your target audience, the next step is to align your business practices to serve them effectively. This involves everything from the services you offer to the way you communicate your value proposition.Sabra advises, “Create a business model that caters specifically to your true consumers’ needs and preferences. This could mean specializing in certain types of restorations or offering bespoke customization options that set you apart from competitors.”

Tips for Success

Drawing from his experience as a market-leading Restorer, Sabra shares a few key tips for success:

  1. Maintain High Standards: Quality should never be compromised. Consistently delivering high-quality work builds trust and loyalty among your clients.

  2. Continuous Learning: The Restoration industry is constantly evolving. Stay updated with the latest techniques and technologies to keep your skills sharp and relevant.

  3. Effective Marketing: Utilize various marketing channels to reach your target audience. Showcasing your work through social media, attending industry events, and word-of-mouth referrals can significantly boost your visibility.

  4. Customer Engagement: Build strong relationships with your clients. Understand their needs and exceed their expectations to foster long-term loyalty.

Success in the aftermarket restoration and customization industry demands more than just technical expertise. By knowing your worth, identifying your target audience, and building a business tailored to serve your true consumers, you can achieve sustainable growth and excel in your business. Sabra Johnson’s insights provide a roadmap for aspiring Restorers to navigate the complexities of this field and carve out a niche that reflects their passion and skill. Listen to the market-leading restoration expert, Sabra Johnson, and implement these strategies to elevate your Restoration business to new heights.

Restorations By Sabra

16548 Stuebner Airline Road

Spring, Texas 77379


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