Your product and mine is very similar. I own an art gallery and framing. We are both service based, market to the more affluent, and operate with very few customers. Marketing businesses like this has been very tricky and I have made $o many mistakes its not even funny.

What I would do is this:

1) Pick a few builders that are kicking your butt. Investigate them and find out what they do well. Is there any ideas you can steal? How do they advertise?

2) Set a budget in advance. If you start seeking marketing advice from advertisers they will take every dollar you show them. You asked about low cost. I wouldn?t bet the farm on one or two ads in a paper.

3) Nix the coupons and offers. I find that they will drag in the bottom feeders that will beat you to the ground on price. Our business doesn?t have enough volume to survive when we ?go low?. HOWEVER I do have promotions, but only when I buy cheaper. For example, buy some interior doors in enough quantity that you can get it for half what you normally pay. Then ?promote? door replacements at a price that makes your competition scratch theirs heads in amazement. Your margins will be fine but you just might sell some trim, paint, locks, ceiling fans, and duct covers at full price. You won?t get rich from this but think of the intangibles. You have told your customer that your not expensive, (you know they think you are right) improved the look of their home, and gave them a positive shopping experience. You have won their business and their friends business for life. And your only investment was the doors, and you even made a tiny bit off of them.

4) Join the Chamber of Commerce and get active.

5) Home shows (give something away and get addresses)

6) Contact existing customers 3 times a year. Tell them about your door promotion.

Anyway good luck. Keep us posted. Be real careful with mass marketing media. I have little luck with them and use them sparingly. In that arena your competition isn?t just other remodelers, its everybody that is also advertising including Wal-Mart, Target, Lowes, Jiffy Lube, ??? They will always spend more than you, in those areas.