Home professional services have been one of the few growth industries of the pandemic. Median income and revenue have been growing at a healthy rate, with forecasts calling for a continued increase.
With everyone forced to stay and/or work at home, homeowners’ eyes are turning toward their houses and property. Some are looking to remodel or renovate. Others want an addition, or to upgrade their landscaping. And still others, influenced by the pandemic, are taking protective measures to prepare for other potential disasters.
Other factors are also fueling the industry’s growth:
That’s great news for home professional businesses—if you have an aggressive marketing strategy to seize the opportunity. Keep in mind that your competitors are also looking to take advantage of this trend, so there’s a lot of noise out there. You need a distinctive presence to rise above the clutter.
Remember also that customers do research online. They look at Google, Yelp and Facebook reviews where people sound off on their experiences, good or bad. A strong brand presence can help balance out the negative comments.
At Brand3, we’ve worked with a lot of home professional businesses. And we’ve seen firsthand how a great marketing plan can boost your revenue. Here’s what matters most when you’re marketing your home service company.
Think about who your best client is. How would you find more just like them? Start by developing a buyer persona. A good buyer persona does more than just describe your prospective customers; it also enables you to:
Armed with that knowledge, you can then tailor your marketing efforts to resonate with your prospects, while differentiating your brand from your competitors.
When a prospective client asks for more information through a lead magnet, nurture that relationship by staying in contact with them. Crate an email sequence that consistently delivers additional content, so you’re always top-of-mind with them—and guide them toward a purchase.
Then customize your content to that prospect’s needs. For example, people who download a checklist for a spring yard cleanup probably have different needs from those who download a guide to completely re-landscaping their property. Always refer to the reason why that prospect turned to you in the first place. Tailor your content closely to that need, and you’re much more likely to convert the sale.
Personal reviews and word-of-mouth referrals are still the most effective ways to promote your business. They’re more credible because customers are acting as honest evaluators, not as paid shills. And if you’re doing good work, you’ve probably built a sizeable fan base. Don’t hesitate to use it!
Ask your current clients to leave reviews on Google, Yelp or Facebook. If they email a compliment, be sure to add it to the testimonials you already have on your home page. Ask them to refer friends and family, too—maybe even throw in a small discount as an incentive. And remind them to link prospects to your business if they encounter a Facebook post asking for recommendations about services you offer.
If you want prospects to see you, you must stand out in the digital world. As one anonymous wit put it, “The best place to hide a dead body is the second page of Google Search.”
Both SEO and paid Google ads are set up so they’ll appear when customers search key phrases with Google. The trick is finding out what your prospects are searching for and how often they’re looking. It doesn’t help that Google is always changing the rules—and the rules are already complicated.
Your best bet is to consult a professional. An SEO specialist can help you find the words you’ll need and keep you abreast of any changes, helping you rise toward the top of online searches.
According to HubSpot, 79 percent of people online use Facebook. But that incredible reach is just the beginning. A Facebook campaign also enables you to precisely target your message, segmenting the people you want to reach by:
That certainly beats traditional media like newspapers, where you place your ad, then cross your fingers that the right people will actually see it.
Better yet, with Facebook Lead Ads, you can convert the lead without the prospect leaving Facebook. You can take quote requests or get call leads with minimal effort on the user’s part. Facebook will auto-fill most of the information you need, so all your prospect has to do is tap the screen a few times.
The sooner you start formulating your marketing plan—coupled with a distinctive brand image—the sooner you can rise above the clutter of your competitors and grab your share of an increasing market.
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