Fueled by the digital age and influenced by brands like Amazon Home Services, Thumbtack, HomeAdvisor and more, the consumer journey has radically changed. As you plan marketing activities for your home services company, here are a few things to consider from our national home improvement consumer study:
- Internet searches are the top way consumers are finding a home services provider.
- 80% of viewers can recall video ads they’ve seen in the last 30 days.
- 70% of homeowners rely on recommendations from family or at least one review site.
- 50% of consumers will choose to do business with the company that responds to them first.
The way consumers think about and search for home repair and home remodeling solutions has changed, so it’s key that home services companies learn how to capture the attention of today’s modern consumer. Based on insights gleaned from the 1.4m+ leads we have generated for our clients, here are four tips to capture more leads for your home services business:
1. Get Found Online
The facts speak for themselves. The majority of consumers start their home services research online. This means you need a top-notch website, accurate local listings, search engine optimization (SEO), strategic online ads, and a strong social media game. Not only are managing each of these marketing disciplines a huge endeavor, but the use of different technology platforms can pose an even bigger problem down the road: the inability to have a holistic view of potential customers. This segmented view makes it difficult to seamlessly respond to potential leads and could result in a loss of business. To avoid this pitfall, look for a marketing partner that can develop a cohesive digital marketing strategy that allows the varying marketing components – website, local listings, SEO, online ads, and social – to talk to each other. It will save you a whole lot of time so you can focus on your business.
2. Use Video to Up Your Game
There is no question that video marketing delivers messages more effectively in a shorter amount of time. That is why adding video to your digital marketing mix can help you reach and convert more consumers. In addition, videos are more likely to evoke a lasting and emotional response with potential customers. In fact, video watchers retain 95% of a message compared to 10% for those who read text.
3. Validate Your Business with Reviews
Getting your business found is only half the battle. A typical consumer routinely turns to a review site to validate a prospective home services provider. In other words, once a potential customer knows about you, you then need to convince them that your company is better than the competition - or you won’t be on their short list of who to call. As a home services business, your job goes beyond promoting your business to new customers, it is also about getting existing or former customers to publicly sing their praises about your company.
4. Respond Quickly to Close More Sales
Did you know that according to a study we conducted, 93% of homeowners get a fix in less than one week and 53% in two days? No wonder research shows that 50% of consumers will do business with the company that responds to them first. This one should be a no brainer. A well-designed lead management process will result in more closed business. Ideally, you need a solution that seamlessly integrates with various marketing tools used to help consumers discover your business (like your website, local listings, SEO, paid ads, and social), while also delivering all leads into one inbox. Without such a tool, your staff will have to continually log in to various administration sites to pull new leads, which, of course would slow down response time.
At LOCALiQ, our home services marketing experts use proprietary technology to give our clients easy-to-use tools and strategies to connect with consumers in their moment of need. Contact us to request a LOCALiQ Grader analysis so you can see how your marketing stacks up to your competition.
*Results from 2017 Gannett Insights National Home Improvement Study