Home improvement companies large and small know that getting their message heard by homeowners in need isn’t easy. Home improvement contractors are everywhere, and each is vying for attention. Open any given value pack mailer or local coupon publication and you will see page after page of home improvement ads. From lawn services, landscapers, deck, pool & patio contractors to roofing, siding and windows, carpet, bathroom, sun room and basement remodelers, the list goes on and on. Have a look at Friedman Home Improvements for more info on this.
So as a contractor, how do you get your message heard? What marketing works, what doesn’t, and what aren’t we sure about? The answers depend somewhat on your local market and your budget, but here I provide some sure things that can be done no matter what your market or budget, and some tips on making the most of all of your efforts.
When I say ‘What Works’, I am talking about items that I have personally used to market my clients that I wouldn’t hesitate to employ for any home improvement company. These are methods that have proven time and time again to be worth the investment. There are very few ‘sure things’ in home improvement marketing, but I’ll bet on these methods every time.
Website – Now more than ever, the standout method of marketing that continues to show solid return on investment (ROI) is your website. Day after day, night after night, your website – if done right – can generate lead after lead. I’ve seen home improvement companies that do ZERO cold-calling and canvassing, and still generate millions of dollars in revenue due in part to their investment in a well-done, highly-optimized website. The key, however, is the ‘well-done’ part. Frankly, any jackleg contractor can get a website – maybe even an attractive one. But without the proper construction and search engine optimization techniques, it will serve as little more than an online brochure. Do yourself a favor and find a search engine pro that can analyze your site and help make changes that will get it working to generate quality leads.
Pay-per-click (Google) Advertising – Your website, as well-optimized as it may be – can’t possibly achieve top ranking for all of the key words and phrases that you need to reach your audience. Today’s searchers in many cases are using broad terms like ‘lawn service’ to find what they need. And at last check, on Google the term ‘lawn service’ yielded 9,400,000 results. If you’re part of one of the large franchises, you have a chance of being found. But if you’re Joe’s local lawn service, fagettaboutit. Your only hope in that broad search is to have your site pop up in the Sponsored Listings, or pay-per-clicks. Setting up Google pay-per-click advertising takes a little know-how, but is certainly available to anyone.
Signage – Contractors are on the road and in neighborhoods far more than they are in any office. They are out and about, all over their covered area day after day. Outfit those trucks – whether they are pick-up trucks, step vans or large vehicles – with nicely done signs, and you have yourself a rolling billboard. Forget the subtle vinyl lettering or magnetic sign – spend a little more on a colorful wrap (no need to wrap the whole thing – doors, the back window, and/or tailgate will do) and you will surely get noticed. In addition to vehicle signs, be sure to put a yard sign at every single installment. A yard sign is as good as a personal referral. And in today’s busy society when time spent talking to your neighbors can be few a far between, it allows the opportunity to broadcast to an entire neighborhood that one of their own has put their trust in you for their latest project. I’ve even seen home improvement companies provide incentives to homeowners for keeping the signs in their yard for extended periods of time. Well worth it.
Ratings-based Organizations – Organizations like the Better Business Bureau and Angie’s List allow their members and/or the general public to rate their experiences with contractors. And while many contractors shy away from these organizations for fear of bad ratings, my experience has been positive with these services. That is, of course, if you are reputable contractor. If you’re a successful contractor who has built a business based on referrals and quality workmanship, these services will speak for themselves. And when you do get you’re A+ rating, use it. Post it on your website and in ads, and it too can serve as a virtual referral.
Social Media Marketing – While the jury is still out on exactly how to track the direct return on your social media marketing investment, I wouldn’t hesitate to set aside a small amount of time and marketing budget for social media marketing. Why? Well for one, it’s about as low-cost as you can get. It has the potential to be viral, and strong testimonial/referral benefits are there as well. It also tells the world that you are on top of things – you’re progressive and stand out as a leader in your field. I don’t recommend spending 2 hours a day tweeting, but spending 10 minutes a day to post an item or two to your Facebook business page and Twitter account can have great benefits.
PR – Getting into a regular routine of doing press releases about anything you can think of that might catch the attention of the local press is worthwhile. After a while, regular releases containing good information will catch the attention of the local media. You may even become their go-to people for home improvement information. Invest a little time in putting together a press-kit with your leaders’ biographies, a one-sheet about your company, and any articles, guides, or content you have is worth doing once a year. Then, be on the lookout for news worthy things to write about – significant new hires, a government regulation that affects your industry or homeowners, new products and services can all be spun into information that reporters will look out for.
Sales Support – One often overlooked area of home improvement marketing is sales support, however when done right, it can have an amazing return. Companies hire a guy, hand him some business card, send him on his way and expect great returns. Your sales team is the face of your business to customers, and you no doubt spend time agonizing over who to hire. So when you have a good team in place, do the right thing and arm them with the proper tools to make the sale quicker. Online presentations, e-mailable resource links, business cards, and leave-behinds should all be high on the list of items that your team has in their sales toolbox.