Advertising your remodeling business can bring in a steady flow of leads throughout the year
The home renovation industry employs 1.5 million general maintenance and repair workers every year. It’s a $440 billion industry that remains a huge driver of employment and revenue for construction professionals throughout the U.S.
But what separates the successful home repair business from the unsuccessful? The obvious answer is talent and hard work. Contractors, subcontractors, and repair specialists have a steady roster of customers. Through quality work, they create a referral network and word-of-mouth advertising.
Almost 70 percent of home remodeling customers don’t have a specific company in mind when they begin their search. If you're a new or growing home repair business, you'll need an added edge to expand your network of prospects.
Creating buzz and separating a home repair business from the competition creates a solid marketing strategy. How can advertising grow leads for a remodeling business? Here are five advertising channels to consider.
Learning how to advertise a remodeling business takes research and planning. When done correctly, it’s effective in reaching leads and expanding your company’s brand.
Start with a thorough needs analysis of your ideal customer. Understanding how to best position your services in the area’s marketplace will pay dividends down the road.
It’s also helpful to understand the types of advertising available to market your business. Leveraging your most effective advertising channels can pay a big return on investment to attract new leads.
Experience level: Beginner
General cost: $
Most homeowners start their search with Google (or other search engines like Bing) looking for “contractors near me” or “home renovation.” This leads them to contractor websites and reviews.
But this doesn’t mean you have to spend hours monitoring websites or social media platforms to get these leads. Busy home remodelers like you can sign up for lead generation services like Angi to bring customers straight to your inbox.
This is how it works: Lead generation companies use computer programs to send inquiries to their customers. They'll verify the leads as legitimate and send their contact information to the business.
For example, Angi’s Business Center uses exclusive tools to help you build a strong online business presence. This enables you to showcase your best projects to entice potential customers.
Here are a few more benefits:
Add customer reviews and feedback to establish credibility for your business.
Direct prospects to your business page to view your reputation
Set up notifications on your phone to receive new leads quickly
Remodeling businesses can target these prospects easily. The potential customer has already confirmed your positive reputation with verified reviews.
If you consistently perform to your customers’ expectations, they’ll reward you with positive reviews and ratings. This can help you reach your target audience and get more jobs..
Over 70 percent of the U.S. population holds a social media account. That's a big opportunity to reach a lot of potential customers. Marketing on social media spreads the word about your services and links directly to your website to increase traffic.
Social media enables remodelers to share information about their business and create a narrative about their offerings. For example, you can share a project update with before-and-after photos to showcase your work and include a testimonial from the homeowner.
Social media marketing is possibly the most cost-efficient part of a remodeler's advertising strategy. Signing up and creating a profile is free for almost all social networking platforms, and any paid promotions you decide to invest in are relatively low-cost compared to other marketing tactics.
Experience level: Beginner
General cost:$
Using social media to advertise a remodeling business takes two forms: organic and paid.
Organic social media posts are usually information about their business using:
Project updates
Before-and-after photos
Video
Industry news
Paid social media ads are used to sell products and services within a local area to generate traffic and leads. New and growing home remodelers can increase their spend as their company takes off.
Benefits of paid social media include:
Ability to target specific geographical zones
Increased distribution of posts outside of your network
Increased exposure of your work
Expanded brand reacht
Can fit any budget
Experience level: Intermediate
General cost:$-$$
Pay-per-click (PPC) advertising drives traffic to business websites. The client pays a publishing vendor to display their business profile and refer interested consumers. PPC ads are placed on search engines like Google. They capture users searching for services like yours.
PPC can be an effective lead generator. Those clicking on your ad are already looking for home renovation services. Publishers invoice you for targeted clicks, impressions, leads, and conversions to sales that come from the ads.
This is where search engine optimization (SEO) is important. PPC works best when websites are on the first page of Google’s search results. Optimizing SEO can take time while you build site traffic and add content to your website.
Experience level: Advanced
General cost: $$ to $$$
Partnerships and referrals are organic marketing strategies that expand as your business grows. Home remodelers generate lots of relationships with customers, vendors, and colleagues. Networking with other tradespeople can lead to partnerships for reciprocal lead generation.
For example, sharing prospects with hardware and paint stores, equipment rental companies, construction companies, or property managers can turn into a referral network that benefits both sides.
Word-of-mouth referrals can also come from satisfied customers. You might gain multiple leads from customers sharing your company’s name with inquisitive neighbors. It’s helpful to target these areas with flyers or signage to capitalize on the neighborhood buzz about your business.
Experience level: Beginner
General cost: $
According to a 2020 survey, about two-thirds of small businesses (63 percent) still use traditional marketing services such as direct mail, newspapers, radio, and television. This suggests traditional marketing is still an effective strategy.
Expanding marketing into non-digital channels can reach customers not on social media. A few options include:
Radio and television
Newspapers (can be linked to a print/digital edition to bundle ads)
Trade shows
Printed materials like door hangers, flyers and business cards
Experience level: Intermediate
General cost:$$$-$$$$
Advertising your remodeling business advertising doesn’t need to eat up your time or budget. But there are some must-haves before starting your marketing journey:
Use a local designer to create a logo for your business so customers can easily identify you. Adding your brand to business cards, letterhead, worksite signage, and company vehicles is free advertising. It creates a professional look for your business that attracts prospects.
Websites are the foundation of modern businesses. Creating a custom site is best left to professional design firms who have the tools and experience to design dynamic websites.Adding images, videos, and testimonials will fill out your website to create a professional presence.
Ensure you have enough staff to accommodate increasing workflow so projects start and finish on time and on budget. Using subcontractors or temporary workers can help for larger projects. Make sure you or a member of your team vet each one, as they are representing your company and brand.
Many opportunities exist to form relationships and networks within your local community. Joining business groups or nonprofit organizations can get your name and brand into the industry. You can also provide your services to volunteer groups to promote your altruism and community involvement.
Advertising your home remodeling business is a must in today’s hyper-competitive construction industry. Homeowners have many choices when selecting home repair and improvement services. Marketing is vital to increase your prospect pipeline and, ultimately, revenue in your pocket.
Increase your exposure to thousands of local homeowners with Angi pro. It’s an easy and effective way to keep a steady stream of leads flowing to your inbox. Sign up today!
