10 Tips for Your Home Improvement Marketing Strategy
No matter your specialty, a contracting business needs exposure to potential customers. Successful home improvement marketing involves a steady stream of opportunities to sell yourself and your services to your target audience. We’ve assembled a list of 10 key marketing tips to help you get your name out there and drum up business.
Start With Your Vehicle
Home improvement marketing doesn’t have to be complex. Something as simple as having signage or a wrap on your vehicle with contact information can serve as a moving billboard that goes with you. Even if you already have signage on your vehicle, ask a friend to look at it and see if they can understand what you do and how to contact you after looking for just a few seconds. If they can’t, you may want to think about your design. Don’t want to invest in painting or a wrap? Magnetic signs are inexpensive and easy to replace.
Market From the Job Site
Ask your customer if you can place a lawn sign in front of their house while the project takes place. Chances are that the homes in the neighborhood are about the same age as the one you are working on and may need similar work done. Keep door hangers handy at all times, whenever you have a few extra minutes after wrapping up for the day, or if you have a laborer with nothing to do, have them go around the neighborhood placing door hangers.
Build a Website
This is often your first impression with a customer. Make sure you include:
- Contact information
- High-quality before-and-after pictures of your work
- Online booking options
- Glowing reviews
- Added bonuses
- Subscriber options
Utilize Google Ads
This is a great way to get leads online, and you can opt for a plan to pay only for the ones who contact you. You’ll have to pass a background check, but this will help you stand out when people Google [your area of expertise] home improvement contractors in their area. Be specific about what types of work you want to work on, it will help you reach those looking for the services you offer and reduce wasting resources on customers you are less likely to help.
Get on Social Media
This is a must. Any solid home renovation marketing plan must include a presence on popular social media sites such as Facebook, Twitter, Instagram, and LinkedIn. It’s the first place people go, after your website, to check you out. Keep a solid presence on any platforms you participate in. Keep in mind that you want to be where your customers are, so keep your ear open for any new social opportunities that come up. Include all account handles on flyers, business cards, and other marketing materials.
Participate on Nextdoor
Yes, we just covered the importance of social media, but Nextdoor deserves a special mention. The neighborhood app is vital for contractors who want to attract business and attention in their area.
Nextdoor lets neighbors discover local businesses through positive recommendations. It’s free to join and list your business. Once the app verifies your contact information, you’re free to build a solid reputation in the community where you work.
Create a YouTube Account
74% of people said they were more likely to click on a video than read a blog post, making it a great medium for home improvement. Take this opportunity to introduce yourself. Use creativity and imagination – post entertaining and informative videos covering DIY home projects, reviews, and tutorials. This is a great way to establish yourself as an authority in home improvement.
Solicit Reviews from Satisfied Customers
When someone is happy with your work, ask them to post a review. These are important on social media, Google, and websites. Provide discounts and incentives for referrals as well. Having reviews not only improves your SEO ranking, but studies have shown that 88% of consumers trust reviews as much as personal recommendations.
Consider Traditional Home Improvement Marketing
Where else can you find your target audience? Do some research and consider cable television commercials, podcast interviews, local radio or television stations (especially morning shows that might want expert guests), newspaper advertising, and billboards.
Utilize Direct Mail
People still routinely check their mail. It certainly won’t hurt to make direct mail, coupons, and flyers a small part of your home improvement marketing strategy. Give it six months and do an assessment to determine the return on investment. Then you’ll know whether you should continue your current strategy, expand, or try something else.
Home Improvement Marketing Works
Marketing doesn’t have to be costly to be effective. Small contracting businesses with a modest budget can find plenty of opportunities to build their brand. You have a lot of options, no matter where you’re located.
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