Short summary:
- Combine digital and traditional offline marketing channels
- Updating your Google profile, collecting reviews and providing feedback to clients, using social media, and maintaining a user-friendly website are among key marketing strategies
- Offering financing options can make larger projects more affordable and increase sales.
In today's competitive media landscape, it's important for home improvement companies to focus on creating compelling, relevant content and delivering it through the channels where their target consumers are most engaged.
Building brand awareness is increasingly important, as recent research shows that 66% of consumers keep researching a business after reading a positive review before making contact. Brand recognition also plays a significant role, with 63% of home improvement shoppers surveyed stating that brand name is important when selecting services.
Here are some strategies to build a strong, consistent brand presence to capture consumer attention and influence their purchasing decisions.
Use multiple marketing channels
Homeowners rarely rely on just one source when choosing a contractor. That's why it's important to have a presence across multiple marketing channels. Combining local offline channels with digital search and visual social proof is the most effective way to build trust and turn more potential customers into your clients. Below is a more detailed look at some effective marketing channels for home improvement.
Fill out your Google Business Profile
Your Google Business Profile is often the first thing potential clients see. That's why filling out your Google profile page is so vital, and unlike paid ads, it costs nothing. The more thoroughly you've filled it out, including a short description, services, photos, opening hours, and location details, the higher your chances of showing up well in search results and attracting new customers.
Encourage customers to leave reviews
Reviews are one of the easiest ways to build trust and strengthen your local reputation. In fact, 81% of homeowners rely on Google reviews to decide whether to use a business, while 88% would use a business that responds to all its reviews. So, you need a simple, consistent process for asking customers to share their experience.
After each completed job, send a quick follow-up text or email with a direct link to your Google review page. Try to respond to every review, not just the negative ones. A reply to a five-star review shows future customers that you're professional and appreciate your customers.
If you receive a negative review, address it calmly and promptly. Look into the issue and address it when possible. Even if the customer doesn't change their review, a professional response shows potential customers that you take feedback seriously.
Use traditional marketing
Business cards, billboards, job signs, vehicle wraps, and targeted flyers are all effective offline ways to build your local presence and reputation. A yard sign with your logo and phone number, flyers or door hangers delivered to nearby homes, or a branded work truck or van can all help create a professional image and show that you're an established, trusted business in the community.
With Enhancify, promoting your business is even easier. Personalized flyers, banners, and other marketing materials with your company name and logo, along with a direct QR code, make it easy for potential customers to learn more, connect with your company, and take the next step.
Build a strong visual social media presence
Advertising is an integral part of any successful marketing plan. Before homeowners ever call you, they may search for your business on Google, read reviews, check your social media, or watch videos of your work. Thus, having a strong social media presence with useful, engaging content and testimonials can help you stand out and give potential customers more confidence in choosing your business.
Make your social media personal and visual by sharing real before-and-after photos, completed projects, and customer testimonials on Instagram and Facebook. TikTok and Reels are great for quick tips, common industry myths, or behind-the-scenes looks at your work. Video is especially effective for helping potential customers get to know your business and feel more comfortable reaching out.
You can take customer testimonials a step further. Ask satisfied customers to record a quick 15-second video on their phones talking about their new kitchen, deck, or other completed project. These authentic, real-life experiences can make your marketing feel more personal and relatable while helping potential customers picture themselves working with you.
Create a website that turns visitors into customers
Your website can be one of your best marketing tools for bringing in new customers and booking more jobs. Your social media, ads, and print campaigns get prospective customers to your site for deeper details.
There are a number of features that go into creating a great website:
- Your site should load quickly, be easy to navigate, and be readable on a phone. Many homeowners search for contractors from their mobile devices, so a smooth mobile experience is important.
- Your site should be intuitive and user-friendly. Make clear calls to action that make it easy to contact you, request a quote, or book a consultation.
- Fresh, relevant content like blog posts, project galleries, and local service pages that show homeowners that you know their area and their needs.
- Add a co-branded financing page and widgets that let your client apply for financing and explore available options right from your website using Enhancify.
- Your website must be easy to find. Your reviews, your profile, and your service descriptions all help search engines and AI tools to determine when to show them in relevant results. Start by completing and optimizing your business profile, keeping your information up-to-date, and clearly describing the services you offer. That can help homeowners find you when they're searching for a contractor and put you forward before they find a competitor.
Offer financing to your clients
Offering financing is more than just providing a payment option, it is a powerful sales and marketing tool. By giving customers greater flexibility and affordability, financing can increase conversion, encourage larger purchases, and drive higher-value home improvement sales.
For years, Enhancify has been a trusted partner for businesses looking to make financing a seamless part of their customer journey. With convenient options from 30 lending partners, Enhancify helps businesses offer greater choice and flexibility, making it easier for customers to find a financing solution that fits their needs. By removing financial barriers and expanding purchasing power, turn your customer interest into completed sales.
Turn every completed project into your next referral
Word of mouth is still one of the most effective ways to promote a home improvement business. A happy customer tells their friend or neighbor about their experience, and that recommendation can be turned into your next job.
Keep the relationship going even after the project is finished. Stay responsive to customer concerns, follow up after every job, and add a personal touch such as a small discount on the next project, a referral offer, or a seasonal check-in when it's time to think about their next renovation.
These are by no means all strategies. There are so many ways to market your home improvement business. The key is to try different approaches, track what's working, and focus more of your time and budget on what works best for your business.