10 Tips to Upgrade Your Home Improvement Marketing Strategy
No matter your specialty, a contracting business needs exposure to potential customers, and you may not be taking advantage of the options available to you. 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 more business.
1. Start Locally
Begin home improvement marketing efforts close to home, including online, direct mail, and other tactics. Local word-of-mouth is essential, even for an established business. As your success grows, look at your entire community and neighboring areas to build more brand awareness and attract customers from those areas.
2. Understand Your Customer
What is your specialty? Leaning into your niche will help you market your home improvement business more effectively. Do you excel at transforming garages into high-end “man-caves”? Or perhaps your specialty is modernizing bathrooms and kitchens? Carve out your unique space in the community and highlight how you stand out among competitors.
3. Build a Website
If you don’t already have a website, this is your sign to start one. In today’s world, this is often your customer’s first impression of your business. Not having this resource available to potential customers may put you out of the running before the race even starts. Make sure you include:
- Contact information
- High-quality before-and-after pictures of your work
- Online booking options
- Glowing reviews
- A blog
- A chat option
4. 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 home improvement contractors in their area. Utilize a plan to collect reviews and testimonials from your customers, as this will help improve your rankings.
5. Get on Social Media
This is a must. Any solid home renovation marketing plan must include a presence on Facebook, Twitter, Instagram, and LinkedIn. It’s often the first place people go, after your website, to check you out. Advertise across multiple channels with blog posts, pictures, and DIY clips. Include all account handles on fliers, business cards, and other marketing materials.
6. Participate on Nextdoor
Yes, we just covered the importance of social media, but Nextdoor deserves a special mention. This neighborhood app is vital for contractors who want to attract business and attention in their area, and it can help you build those real-world connections with people who need work done on their homes.
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.
7. 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 in an interesting way.
8. Solicit Reviews from Satisfied Customers
When someone is happy with your work, ask them to post a review. These reviews are important on social media, Google, and websites, and it may be helpful to provide discounts and incentives for referrals if you’re having trouble collecting them. Having reviews not only improves your search ranking, but studies have shown that 88% of consumers trust reviews as much as personal recommendations.
9. 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, television stations (especially morning shows that might want expert guests), newspaper advertising, and billboards. You never know what might give your business that extra boost.
10. Utilize Direct Mail
People still routinely check their mail, and it certainly doesn’t hurt to make direct mail, coupons, and fliers 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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