Masonry Restoration : Ignorance of the Trade

So hear is my first question / concern about marketing:

How do we make people want a service they aren't looking for? The public is typically under-informed about masonry restoration and what it takes to properly maintain your masonry so that you aren't paying huge amounts of money for big problems down the road. People are uneducated about the cost of restoration masonry (i.e. repairs) vs. new build masonry (i.e. slapping brand new walls together). People know that roofs, new windows/doors, new furnaces, new kitchens, etc. cost a lot of money, but no one is educating the general public on the costs of maintaining the masonry on your home. How do we market our services with a road block such as ignorance of the trade?

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