Each year your company aims to gain more leads, but how do you go about attracting your prospects? We have 8 tips to help your home improvement business get more leads and increase your profits:
1.Advertise to your prospects before they’ll need your services:
You know your peak seasons year over year, promoting your services while you are already in your peak season just doesn’t make sense. You should be scheduling your campaigns to begin prior to when your clientele needs a new roof or has a leaky basement due to seasonal changes.
Repeat your efforts at least 3 times in order to have a successful impact on your audience. Repetition is a vital component to your home improvement marketing as it instills trust and builds your reputation.
Get ahead of your competition by reaching your target market early and more often!
2. Target only your ideal customers.
Don’t waste your money on potential customers that just aren’t interested or are not in need of your services. Sending your home improvement direct mail campaign to every resident in your city is not only costly but frankly just silly.
Only target your ideal customers through a highly effective demographic analysis. Consider neighbourhood ages as well, if a recently developed suburb has had some wear and tear over the last decade or so, they may be in the market for new roofs, garage doors or simply looking for a facelift on their investment.
3. Utilize Direct Mail to increase your reach and ROI.
Direct mail still remains a strong advertising channel, even in the digital age. Direct mail is cost effective and allows you to target specific neighbourhoods and demographics. Customers are up to 500% more responsive to Direct mail. (DMA 2015 Response Rate Report)
The design of your direct mail advertisement is crucial to the success of your campaign. Make sure your design is clear and able to grab the attention of the recipient quickly using powerful headlines.
Let’s not forget your call to action and contact information as well!
4. Optimize your website for lead capture.
Your website isn’t meant to be an online business card. Your website should be a major part of your home improvement strategy. With each marketing channel, you place your business in, people are typically lead directly to your website, so you want to ensure that you are communicating the right information to these leads. Tell visitors, who you are, what services you provide and how to contact you. Using beautiful photography, you can instantly show visitors your past work and grab their attention.
Don’t forget to put lead capture forms front and center on your website. Provide visitors with a free quote and make it easy for your website visitors share their information with your business. Your business phone number should be in the top right-hand corner of your website on EVERY page to ensure leads have access to your information at all times.
5. Ensure your local listings are primed for driving leads.
Creating a business listing on Google is easy and free using Google My Business. When someone is searching for services like yours in your city, map listings are typically the first thing search results will present. You want to ensure your business is not only listed but shows great reviews! Customers can’t resist the shining gold stars of your Google reviews. Optimize your listings to show pictures of your work and have 100% accurate contact information.
You’ll also want to make sure your home improvement business is listed on the following websites:
- Home Stars
If your business isn’t found on these sites, you could be losing many prospects to your competitors. But that’s not all, be sure to get your happy customers to complete reviews on these platforms to help increase the trust signals towards your home improvement business.
6. Integrate your advertising campaign with Google Search Ads (Pay-Per-Click, PPC)
Almost all online experiences start with a search engine, more specifically, Google. If your business is not on page one of Google for specific target keywords, you could be losing a lot of potential business. Ensure that you are at the top of the list with Google PPC ads.
Google ads are shown above all organic search results, including map listings! The great thing about pay-per-click ads is that you only pay when someone actually clicks your ad! However, Google PPC ads have been known to get quite complicated and can be costly to a business that is not a seasoned user.
With PPC ads, you will have the opportunity to bid on target keywords such as “[city] roofing” or “Renovations in [city]”, depending on what home improvement sector you are in.
When creating a PPC campaign, remember to do the following for the best results:
- Create a dedicated landing page.
- Make sure your landing page has a lead capture form.
- Use a call tracking number to track your efforts
7. Rank higher in Google with Search Engine Optimization (SEO)
Search engines match your inquiries with the most relevant websites. The way in which they calculate this is through an algorithm that scans each website’s content and keywords. If your customers are searching for “Home Repair in [Your City]”, your website will be more likely to appear if you utilize those keywords on your website. There are some more complicated factors that contribute to your ranking but we won’t bore you with the details here.
Make a list of the keywords your customers are searching for with Google’s keyword planner tool (it’s free!) and begin to adjust your websites content to include the top searched terms.
Here are some additional pointers for increasing your website’s SEO:
- Each of your page titles should follow the best practices for SEO.
- The homepage of your website should have your top ranking keywords, such as “home improvement” or “roofing” + your city in the title.
- Your contact information must be 100% correct!
- Your business information should be cited on other popular local listings websites.
- You should be using Google My Business!
SEO is a lengthy endeavour, but it pays off. There’s an old joke in the digital marketing world…
Where is the best place to hide a dead body? – On Page 2 of Google, because nobody goes there!
Get ahead of your competition and start ranking your business higher on search engines!
8. Track your results like the home improvement boss you are!
Using tracking tools like DRMG Insight, you can track what parts of your marketing strategy are creating leads, and what leads are being closed!
See exactly how your ads are performing, learn about who you’re attracting and adjust your strategy to improve. You have the power to identify where you can improve and adjust. You can continue to optimize your strategic initiatives and grow your business faster!
We hope these tips have helped spark some inspiration for your marketing strategy. Remember, with each marketing platform you utilize, consistency and repetition are vital to its success.
Contact DRMG to get started on your home improvement marketing program today.