Home improvement is on the rise as people across the country are urged to stay indoors and social distance. Homeowners are looking to create sanctuaries, offices and even school rooms out of the space they currently have. From improving outdoor living spaces to checking off projects that have gone undone, consumers in your local area are investing in their homes' quality, functionality and appearance.
For your home improvement company, that means an excellent opportunity to break through the noise and increase your customer base. There’s a lot of competition in home improvement, both locally and beyond. That’s why it’s important to create the right marketing materials that can help you stand out and capture the business you want.
1. Have an Active Social Media Presence
Your social media platform is one of your most valuable tools when it comes to setting your business up for success. An active social media presence will allow you to connect with consumers interested in what you have to offer. On your social media page, you can showcase your work and projects to full effect.
High quality pictures can give consumers a glimpse of what you have accomplished, then bring your followers directly to your page for more information. Engage them with interactive content that makes them feel like they are part of the decision-making process. Ask for follower opinions. Let them contribute, and take some of those contributions into account. You can also use your social media pages to post reveals of new projects or put up before and after photos that include some of your best work.
2. Produce a Quality Commercial
A TV commercial is a fantastic way to put a face on your business and create an emotional connection with your audience. Because it uses both visual and auditory input, TV can show your audience who you are and what you stand for in a more personal way. Your commercial can also help expand your reach, airing to various consumers who may want to handle various types of projects.
3. Highlight Testimonials On Your Website
Your website is an incredible tool that allows you to fully market your home improvement business and show what you can accomplish. When consumers visit your website, they want to know more about your business and what you can achieve.
Use your website to show before and after photos and videos. Walk potential consumers through some of the work you have done in the past. You can also include testimonials and reviews from past clients to prove that you do good work and are trustworthy.
Reviews matter a great deal to many consumers. On average, 76% of customers trust online reviews as much as they trust in-person recommendations, especially those that come with social proof.
4. Showcase Your Brand Through a Lifestyle Show
MORE Local Las Vegas is an excellent opportunity to highlight your business and the work you do. Through integrated segments on the show, you can showcase past work for future consumers. Consider putting together a series of segments on a lifestyle show that provide tips and tricks for easy weekend projects. Lifestyle programming is a great way to establish trust and encourage consumers to tackle many of the projects already on their lists. Encourage them to reach out to you if they want to take their spaces to the next level.
5. Deploy an Email Campaign
Reach out to people already on your mailing list or connect with a media partner to use their email list, too. Through email, you can target and reach people more directly and personally than direct mail. Your email campaign is an inexpensive way to reach a wide number of people. With a median ROI of 122%, email marketing remains a highly effective strategy for expanding your reach.
Try putting together a campaign that gives consumers ideas on what they can add to their to-do lists. Include simple instructions that the members of your mailing list can follow as needed. Include factors like:
- Changing light bulbs, especially exterior ones
- Changing air filters
- Cleaning out the garage or attic
- Pressure washing the outside
Through these email communications, you can build more trust with interested consumers. Then, when they're ready to take a project to the next level, they'll be more likely to connect with your business.
Through these strategies, you can improve your reach, increase brand awareness and connect with consumers who may be interested in starting home improvement projects this year. Working with a media partner can help expand your reach and resources as you develop a comprehensive marketing plan for your target audience.