Local Marketing Strategies for Home Improvement Companies

According to statistics from Google, mobile searches within the home service landscape are growing yearly. Some of the fastest-growing search terms include “landscaping near me,” “HVAC repair,” “roofing companies,” and “plumber near me.”

How many prospects betting on finding a reputable brand or contractor online are landing at your doorstep?

There’s a lot that you can change. Here are great local marketing strategies you can use to improve business for your home service company.

Home Improvement Marketing Overview

Home improvement marketing promotes home services or home improvement businesses to the ideal customer through various channels such as website design, social media outreach, advertising, and content creation.

Home improvement marketing is critical in a modern business landscape where consumers read an average of 10 online reviews before feeling they can trust a local business.

Therefore, home improvement marketing helps you attract and convert valuable leads for your home improvement company, leading to better revenues and increased profitability. Home improvement marketing covers a broad spectrum of services, including remodeling, roofing, window installations, flooring, solar, electric, plumbing, painting, HVAC, and pest control.

Since the competition in the home services market is cut-throat with very close pricing, effective marketing techniques focus on the unique selling point of a service and its value proposition to the target audience.

The goal is to have your prospects choose you over other businesses. Therefore, the correct marketing techniques play a huge role in your success.

Local Marketing Strategies for Home Improvement Companies

These are some of the best local marketing strategies you can employ to generate qualified leads and bring business to your home improvement company.

Print Advertising

Newspaper advertising is one of the longest-running forms of marketing. Even with the advent of social media and digital advertising, a good selection of businesses still uses print advertising to reach their clientele.

Print ads are still coveted for their ability to bring in return customers. They also effectively reach a large population, targeting prospects within the age bracket of 45 and above. This population is likelier to still read newspapers compared to the younger demographic.

Effective print ads are placed in sections closest to what the target customer will be looking for. For a home improvement company, these may be newspaper sections about homes or home improvement.

You can often combine print advertising with direct mail services to improve the reach of your print ads. Print advertising companies can help you with your ad’s layout, design, and distribution.

Source: Mad City Kitchens

Google My Business

Google My Business is a free local marketing service that allows you to list your home services company on Google for prospects to search and find when searching online for home improvement services.

Unlike traditional search engine optimization (SEO), Google My Business (GMB) focuses on local search, advertising you specifically to locals searching for your services within their geographic area.

With local SEO, Google My Business is a powerful tool for home service contractors such as plumbers and HVAC technicians since their operations are often geographically limited.

You can claim your Google My Business profile and optimize it using the following tips:

• Add a compelling description – Your Google My Business profile is a great medium for sharing your company’s expertise, mission statement, and services. A compelling company description establishes trust with your prospects, prompting them to call for more information and try doing business with you.
• Use many photos – Google My Business favors home service technicians and contractors since they can upload pictures of finished projects and show them off as online portfolios. You only need your mobile phone to take these photos and upload them to your profile.
• Provide accurate contact details and hours of operation – Having accurate information about your business, such as contact details and hours of operations, makes it easier to get prospects and have them reach out for the home improvement services they need. The GMB profile also allows the addition of trackable phone numbers to track who’s called you throughout the year.
• Include online reviews and testimonials – A robust Google My Business profile packs many positive online reviews from previous customers. Prospects can trust your business more, increasing the chances of doing business with them.

Source: Google

Google Local Service Ads

Google Local Service Ads are specific to home improvement companies looking to advertise on Google. The ads are positioned above Google’s traditional paid search ads and typically include the company name, business hours, phone number, ratings, and reviews.

What makes Google Local Service Ads different from traditional Google Ads is that businesses are only charged for valid leads, as opposed to being charged by clicks.
Also, Google ensures that the business fits the service needed and can service that area before they are matched with the searcher.

Another aspect that should give customers peace of mind is that all home improvement companies must submit proof of licensure and insurance and be subjected to a comprehensive background check.

Google Local Service Ads can supplement your local SEO and paid search strategies.

Source: Google

Customer Marketing

Impressing customers leads to long-term, fulfilling, and rewarding relationships. Customers will recommend an excellent home improvement company whose contractor or technicians arrived at the job site on time, finished the job quickly, cleaned up, and proceeded smoothly to invoicing and commissioning.

Because of the gained loyalty, great customer service creates repeat customers and generates positive online reviews that may help you attract more clients on platforms such as Google My Business and Yelp. It also powers word-of-mouth marketing since satisfied clients will recommend you to their friends or family.

Another way to offer great customer service within your home improvement company is by responding to and converting leads quickly. That means investing in marketing techniques and tools such as CRMs that help you connect with the customer or prospect on various platforms and manage them as leads to your business through a single channel that’s fast and efficient.

Reputation Management

Reputation management is crucial for effective local marketing for home improvement companies. According to statistics, 82% of buyers find review sites valuable in their search for local businesses. These reviews give them insight into a brand’s reputation and inform how much they can trust their services.

Positive reviews and testimonials provide social proof that your home improvement company offers high-quality work with great customer satisfaction.

Thus, as part of reputation management, you should ensure that your company is getting positive reviews online and has a robust customer feedback system through channels such as email or social media.

Positive reviews on home service platforms such as Yelp, Home Advisor, Houzz, and Angi (formerly Angie’s List) also boost your brand’s credibility and awareness, improving sales.

Social Media

Social media is an essential component of modern home improvement marketing. Home improvement companies can easily connect with prospects through social media, boost brand awareness, generate leads, and bolster sales.

The trick that makes social media effective in modern marketing is the personal touch you can get with your clients through personalized marketing. Clients interact with your brand on their social media feeds and inboxes, allowing you to conveniently serve their needs and answer their unique questions.

Moreover, you can blend in with trendy home services and improvement topics floating on social media to ensure you’re always in touch with the client base’s evolving needs.