Home services cover a wide range of companies offering different home maintenance and improvement solutions, from roof repair to pest control and professional cleaning. Given the relatively low startup costs required and the increasing demand for these services, the sector is understandably lucrative and competitive.
But amidst this vast ocean of companies trying to capture customers’ attention, how can you really be seen and heard? Here’s the short answer: you’ve got to fine-tune your online and offline campaigns. Here are some home services marketing tips to keep your customers growing.
Know Your Unique Value Proposition
According to 2022 research, the total available market for the home services industry in the country stood at USD$ 657 billion. This figure reflects an increase of USD$ 62 billion from a year before, translating to a 10% growth. So, how can you gain a foothold in such a big and competitive market? (1)
Before you start your offline and online marketing, take a step back and determine what makes your home services company special. Maybe your plumbing business offers 24/7 assistance while others don’t. Perhaps you’re a pest control and cleaning agency that uses eco-friendly products instead of harsh chemicals.
Whatever it is, identify your unique selling proposition and use it as a cornerstone for your efforts. Make sure your website, company tagline, and communication materials reflect this as you develop your home services marketing strategy.
Beef Up Your Online Presence
The digital age has made it easier for consumers to find business information online. Before visiting a business’s physical location, 76% of consumers research the company on the web first. Additionally, about 45% will visit a company’s location after finding them on local searches. That’s why having a robust online presence is a non-negotiable for home services providers. (2)
Build or revamp your website
Your website can be a powerful tool for home services digital marketing. Check if you have a user-friendly website design by answering these questions:
- Is it visually appealing to hook prospective customers?
- Does it function flawlessly to facilitate positive online experiences?
- Is it mobile-friendly, informative, and interactive?
More importantly, clearly indicate the services you provide and your service areas. It’s also ideal to display your contact details so your potential customers can easily contact you. Then, make your website relevant and engaging by sharing helpful content about home improvement or maintenance. You can also integrate chatbots and an online booking service for round-the-clock customer interaction.
Leverage online reviews and testimonials
Online reviews and user-generated content have replaced traditional word-of-mouth advertising in the home services sector. Encourage your satisfied customers to leave reviews on your website and various platforms. This social proof can significantly influence potential clients’ decisions.
For customer reviews to be effective, though, they must focus on the benefits and provide useful facts. One great example would be Hibu reviews discussing how customized online marketing strategies can transform a small home services business. Such stuff is what usually drives results.
Prioritize local search engine optimization (SEO)
Local SEO is crucial for home services companies. Claim and optimize your Google Business Profile to improve your local search results and on Google Maps. You may also leverage paid search advertising services, including Google local services ads, to supercharge your online visibility. With these optimization practices, you’ll be on top of organic search results as your target audience searches for home maintenance and repair services nearby.
Boost Your Marketing Strategies
Seize every opportunity to connect with your potential clients by using various marketing channels to win customers. For example:
Distribute shareable content across all platforms
Ask permission from your clients to share before and after photos of your work. Feature them on your website and social media channels.
You can also post quick tips about home maintenance and improvement. If you’re a landscaper, for example, share a ‘plant of the week’ and provide advice on how to care for different plants. This type of content marketing positions you as an expert and keeps your followers engaged. The key is to be creative and consistent across various social media platforms.
Engage in email marketing
Build a mailing list of past and potential customers. Then, send them regular updates, special offers, and helpful home maintenance tips.
Implement a referral program
Happy customers make the best marketers. Establish a program that rewards clients for bringing in new business. It could be as simple as offering a discount on their next service or a small cash incentive.
These home services digital marketing strategies are effective in expanding your reach. It lets your business stay on top of clients’ minds and encourages repeat transactions.
Provide Great Customer Service
A study of around 1,000 US consumers revealed that 58% were willing to pay more for great customer service, while 70% won’t mind the price so long as the procedures stay convenient. While the survey covers businesses across the industry, it underlines how valuable customer satisfaction is, particularly among home services companies. (3)
Without physical products that sway a potential customer’s decision, home services businesses must rely on their crew’s skills and expertise to attract and keep clients. Exceptional customer service and innovative solutions can effectively help you gain an edge, especially in competitive markets.
Offer Value-Added Services
It pays to go the extra mile in a competitive market. Besides guaranteeing impeccable customer service, think about offering some additional solutions. For instance, you can offer a free safety check or no-obligation design consultation. These value-added services can set you apart from competitors and offer a great way to attract new customers.
Take Your Marketing Strategies Offline
While digital marketing strategies can help enhance online visibility, home services companies must also build a solid reputation in the community.
Explore traditional advertising methods
You can pay for radio ads, billboards, and other print media depending on your audience and budget. Targeting a specific neighborhood? Direct mail, custom flyers, and postcards can catch the attention of a non-techie market. The key is to track the results of the efforts so you can focus on what’s best for your home services business.
Flex Your Networking Skills
Build your business by participating in relevant local events. Attend exhibits and industry gatherings, like a home and garden show. You can also organize and sponsor events that help get your name out there and meet potential clients personally.
Partner with Complementary Businesses
You don’t have to work alone in a sea of competitors. Forming a strategic alliance with other home services providers can take your business further. An interior designer can work with a local furniture store and refer clients to each other—forming a win-win situation.
Final Thoughts
Marketing in a congested home services market requires creativity, consistency, and always putting your customers first. It’s an ongoing process that demands you to adapt to changing trends and market needs.
So, embrace these strategies and continually refine your approach. Adhere to these steps and you’ll stay ahead of the curve.
References
1. “The Economy of Everything Home”, Source: https://www.angi.com/research/reports/market/
2. “76% of Consumers Look at Online Presence Before Physically Visiting a Business”, Source: https://www.prnewswire.com/news-releases/76-of-consumers-look-at-online-presence-before-physically-visiting-a-business-301272462.html
3. “58% of Customers Will Pay More For Better Customer Service”, Source: https://www.forbes.com/sites/shephyken/2022/04/24/fifty-eight-percent-of-customers-will-pay-more-for-better-customer-service/
