For home services professionals, competition can be stiff. There are a lot of providers out there, and it can be hard to figure out the best way to stand out. Plus, the way consumers think about and search for home repair and home remodeling solutions has changed over the last decade, so it’s important that home services companies learn how to capture the attention of today’s modern consumers.
That means that in order to market your home services business effectively, there are many different factors (and marketing channels!) to consider.
Based on insights gleaned from the 1.4M+ leads we’ve generated for home services businesses, we’re going to explore our top 15 home services marketing tips to help you reach and close new customers, including:
- Invest in SEO
- Run PPC
- Try Google Local Services Ads
- Use Video Marketing
- Improve Your Online Reputation
- Update Your Website
- Deploy Live Chat
- Manage Your Local Listings
- Get Referrals
- Respond to Leads Quickly
- Deliver Great Customer Service
- Stay Top of Mind with Email Marketing
- Engage Your Audience on Social Media
- Run a Facebook Contest
- Get Your Branding Everywhere
Let’s walk through each home services marketing tip in detail:
1. Invest in Local SEO for Your Home Services Business
Internet searches are the top way consumers are finding a home services provider, according to our national home improvement consumer study. And, when searching for home service professionals on search engines, consumers are usually taking a local approach.
Searches with phrases like “electrician near me” are a regular occurrence. After all, an electrician five states over is not going to do you any good! That’s why it’s critical for home services professionals to have a presence in local search results.
This means that your home services marketing must include a local SEO, or search engine optimization, strategy that helps you get found in search results when potential customers are looking for your services in your area.
Local SEO is just SEO that optimizes your website and web presence for local searches. This includes adding location-specific keywords to your website, optimizing your web content for the right keywords for your services, and managing your offsite local listings (which we’ll talk about more in a bit!).
2. Run PPC Ads for Your Home Services Marketing
Another way to get your home services business found on search engines for relevant searches is to run paid search advertising, also known as pay per click (PPC). PPC ads show up at the top of search engine results as a way to quickly capture searchers.
In order to run PPC ads for your home services business, you choose keywords or key phrases to bid on and set a budget. Your budget is spent only when your ads are clicked – hence, the name pay-per-click ads.
3. Add Local Services Ads to Your PPC Strategy
To make your paid search advertising even more effective, you can also run Google Local Services ads.
Local Services ads are only available for a handful of industries, and home services is one of them. These ads show above PPC ads and are meant to provide all the information a searcher would need to contact your business – so, your budget is only spent when a user converts rather than clicks.
In order to run Local Services ads, you have to go through a special verification process to become Google Guaranteed, which basically means that Google will verify your licensing and insurance information and lets searchers know that there’s an extra layer of trust and protection that comes with working with your business.
4. Use Video to Up Your Home Services Marketing Game
There’s no question that video marketing delivers messages more effectively in a shorter amount of time.
Consider these stats:
- 80% of viewers can recall video ads they’ve seen in the last 30 days.
- Video watchers retain 95% of a message compared to 10% for those who read text.
- Adding a video to your email marketing can increase clickthrough rates by 200-300%.
These stats illustrate why adding video to your home services marketing mix can help you reach and convert more consumers.
You can use video marketing to educate your customers and prospects on the best ways to take care of their homes, showcase your trusted employees, and run YouTube ads to get in front of even more potential customers.
5. Boost Your Home Services Business with Better Reviews
Getting your business found is only half the battle. According to our home services study, 70% of homeowners rely on recommendations from family or at least one review site. Plus, research has found that nearly 90% of consumers trust online reviews.
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 shortlist of who to call. As a home services business, your job goes beyond promoting your business to new customers, it’s also about getting existing or former customers to publicly sing their praises about your company.
You can encourage happy customers to leave reviews for your home services business on relevant review sites like Google My Business, Yelp, and Angie’s List. And, make sure you’re responding to reviews so happy (and potentially unhappy) customers know you’re reading and considering their feedback.
6. Build a User-Friendly Website
Once you’ve caught the eye of prospects and gotten them to visit your website, you want to make sure your website is ready to dazzle them. The majority of today’s searches are happening on mobile devices, so it’s critical that you have a site that looks great and loads quickly on mobile.
You also want to make sure your site is clearly laid out and that your contact information is front and center. You’d be surprised by the number of home services businesses who hide their address and phone number away on their site. Instead, make sure that your contact details are in the header or footer of every page, so someone who’s looking for home services help in a rush doesn’t have any trouble getting in touch!
7. Add Live Chat to Your Website
One way to take your website to the next level is to add live chat. Live chat can help you quickly answer questions, provide details, and collect lead information so you’re able to provide a positive user experience for potential and existing clients on your website.
People prefer to use chat and messaging rather than calling a business, so if you provide live chat as an opportunity for them to reach out, you have a higher chance of converting them into a customer.
8. Manage Your Home Service Business’s Local Listings
For home services businesses, local listings are extremely important. Not only do they help you get seen on search engines and help your local SEO, but they also provide an additional place to collect and manage your reviews.
Sites like Yelp, Angie’s List, and others are places where consumers turn for assistance in finding local home services providers, so you want to make sure your business is listed in these places as well.
It’s also important that your home services business information is listed accurately and consistently in local listings to provide a positive customer experience and because consistency is an important ranking factor for your local SEO. Google looks at your business information across the web to determine the trustworthiness of the information they can find about you – the more sites have consistent information, the more credible Google finds said information, which, in turn, can give you a boost in search results.
9. Don’t Underestimate the Power of Referrals
Referrals are a great asset for any business but can be especially powerful in the home services industry. Customers are looking for a business they can trust that they know will perform the work correctly, so many turn to friends and family for suggestions. We shared this stat earlier, but it’s worth repeating here: 70% of homeowners rely on recommendations from family.
You want to be that recommendation. This means that you need to incorporate asking for referrals into your home services marketing.
We detailed how to ask for referrals here.
10. Respond to Customers & Leads Quickly
For most consumers looking for help from home services professionals, time is of the essence. You’re generally calling a plumber with an emergency need, not something that can wait a few weeks. In fact, our home services study found that 93% of homeowners get a fix in less than one week. No wonder research shows that 50% of consumers will do business with the company that responds to them first.
The best way to get customers for your home services business is to quickly respond to and convert the leads you’re working so hard to get.
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.
11. Focus on Delivering Great Customer Service
Once you’ve gotten noticed and made contact with your prospects, you want to be sure you follow through and deliver stellar customer service. From arriving on time to the job site to speedy and seamless invoicing, being on top of your game every step of the way helps you impress customers and develop a long-term, loyal relationship.
Great customer service can help you get repeat customers and good online reviews — plus it can encourage referrals, which are all key components for a great home services marketing strategy.
12. Use Email Marketing to Nurture Leads & Stay Top of Mind
When you run a home service business, beating out the competition is all about getting seen first and staying in close communication throughout the customer journey. If you can do that, you can set yourself apart from other businesses that struggle to manage their communications.
Email marketing is a great way to do this. You can use email marketing to nurture leads by sending messages about specials you’re running, tips for homeowners, and more. This helps you stay in front of your customers and prospects so you’re top of mind when they might need your services.
This moving company sends a regular newsletter called “Smooth Moves” filled with content that would be relevant to its audience.
13. Engage Your Audience on Social Media
If your home services business hasn’t jumped on the social media bandwagon, now is the time. Not only is social media a great place for people to connect directly with businesses, but it’s also a place they’re spending a significant amount of time.
The average user spends 142 minutes on social media each day. That’s more than two hours every day!
If your home service business is absent from social media, you’re missing the opportunity to engage with this highly engaged audience.
You can use your social media pages to share:
- Updates about your business.
- Positive feedback or testimonials.
- Helpful videos you create.
- Educational content you write or curate.
- Local events or causes.
Your social media posts don’t have to be fancy – they just have to be consistent and engaging.
14. Grow Your Audience with a Contest or Giveaway
If you’re looking for another way to use social media for your home services business, a contest or giveaway is always a great option.
Facebook giveaways or contests can help you grow your audience, engage with your existing fans and followers, and promote your business.
To run a giveaway for your home services business, simply identify a prize your audience would like (perhaps a discounted or free service), create your contest post including your timeline and how to enter, set the post live, and choose a winner when it’s time!
We walk through these steps in detail here.
15. Add Your Branding Everywhere
If your home services business doesn’t already have your branding wherever you can get it, now’s the time. Home services lends itself well to branding on vehicles, uniforms, equipment bags, and more.
Think about it: If you have technicians or vans driving around or out and about in the neighborhood, a branded car wrap would be easy advertising for your business!
Make sure that your branding includes a link to your website and your phone number so it’s easy for people to find more information about your business when they see your brand out and about.
Home Services Marketing Made Easy
With the right marketing plan in place, your home services marketing can be a breeze. Focus on building an online presence and delivering an amazing customer experience to get new business for your home services company.