If you're running a business in the home renovation industry, you know that competition is tough. With so much competition in the marketplace, it can be difficult to stand out from the crowd, which makes it challenging to attract new clients, generate leads, and close deals. That's where putting a smart marketing plan tailored to the needs of a remodeling company makes all the difference.
By creating a solid marketing strategy, you can boost your business, expand your reach, and increase sales. In this article, we'll explore effective tactics, tips, and tricks to help you succeed in the busy remodeling market.
Doing Research: Measuring Twice and Cutting Once
People dismiss doing research before executing a marketing plan at their own peril! Not only does a bit of quality research inform all the marketing tactics to follow, but it makes them all more effective and creates higher return on the investment.
Know Your Target Audience
To create a successful remodeling marketing strategy, you need to know your target audience and build a strategy to reach them specifically. Who are your ideal customers? What are their needs, wants, and pain points? Where do they hang out online, and what are some ways you can add value to their solution-seeking journey? By understanding your audience, you can create tailored marketing messages that resonate with them, and you can deliver them through tactics that they’ll actually see.
Conduct Market Research
Market research is crucial for remodeling marketing. It helps you understand your industry, your competitors, and your target audience. Here are some tips to conduct effective market research:
- Use online tools to research keywords, trends, and consumer behavior
- Analyze your competitors' websites, social media, and advertising campaigns
- Conduct surveys, focus groups, or interviews with your target audience
Polish Your Appearance
The entire purpose of the remodeling industry is to create beautiful, visually appealing, and functional spaces. Why would potential customers choose you if you can’t stick to those principles when presenting your company?
Create a Strong Brand Identity
Your brand identity is how your business is perceived by your target audience. It includes your company name, logo, tagline, colors, fonts, and tone of voice. A strong brand helps you stand out in a crowded market and builds trust with your customers. Again, a company that looks polished and professional gains the trust of prospective clients who are looking for those same things in a customer experience.
Build a Professional Website
A professional website is a must-have for any business in the home renovation industry. Your website should be visually appealing, easy to navigate, and mobile-friendly. It should also have clear calls-to-action, such as "request a quote" or "schedule a consultation." Your website should also feature the main things that customers look for when researching a remodeling company. These are:
- Reviews and testimonials from previous customers
- Photos of projects you have completed in the past - bonus points for before/after photos!
- A portfolio of your work that shows projects similar to the ones the customer is considering for their space
Use Social Media Effectively
Social media is a powerful tool for remodeling marketing. It allows you to connect with your audience, share your work, and build your brand. Here are some tips for using social media the right way:
Choose the Right Platforms
Not every social media platform makes sense for a remodeling company. Facebook, Instagram, and Pinterest might be better choices than LinkedIn, for example. Spending your time posting in the right places with the right audiences will ensure you see a return on your efforts.
Post Consistently
You can’t leave your audience hanging, or visiting a social media page only to find that it hasn’t been updated in months or years. An easy way to create a good posting cadence is to set milestones. For example, be sure to post photos after every completed project.
Use High-quality Images and Videos
Showcasing your work with high-class photography will make your work memorable and will help you stand out from the competition. Prospective customers should be wow’d by your work… you want them clamoring for a conversation with you about how you could make their space look as nice. There is an article full of tips on taking good photos from This Old House that we like.
Engage with Your Followers
If you’re fortunate enough to build a following full of engaged followers, it’s important to engage and cultivate the relationships with them. Respond to comments and messages whenever possible, even if it’s just giving a like or saying a quick ‘thank you.’ Tend your flock!
Invest in SEO
Search engine optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages. By improving your SEO, you can attract more organic traffic to your website and generate more leads. Here are some tips for effective SEO:
- Research and use relevant keywords
- Optimize your website's meta tags, titles, and descriptions
- Publish high-quality, relevant content on your website
- Build backlinks from reputable sources
We wrote another article that goes into greater detail about how home improvement companies can put together a solid SEO strategy here.
Remodeling marketing has distinct characteristics, as its audience has a unique set of characteristics, behaviors, and needs. Tailoring a marketing strategy to fit these specifics is the key to success. By following the path laid out in the tips above, you’ll have a head start on outclassing the competition and growing your business quickly.