In the United States, home improvement sales have amounted to 538 billion dollars in 2021. By 2025, the amount is expected to reach 620 billion dollars. Considering the positive trend that the market shows, it is excellent news for many home improvement contractors as it also means more people will likely choose to upgrade their living spaces.
The competition is fierce and with the continuous changes in the industry, companies must employ various tactics that would help get these potential customers. With that in mind, companies must secure high-quality home improvement leads as they are key to business continuity.
What is lead and what is lead generation?
A lead refers to a potential customer who is interested in a company’s products or services. For a home improvement business, leads are individuals who are interested in the remodeling or renovation services they offer.
Lead generation is the process of attracting or gaining a prospect’s interest and then converting them into purchasing customers. Modern brands use various lead generation strategies such as email and social media marketing, blogging, networking, website landing pages, and more.
However, this is not an easy process and most 60% of marketers can attest that lead generation is a significant key pain point for their company. With increasing competition, it is even more difficult for companies to send their message across and attract potential customers.
Additionally, the purchasing process has significantly changed over the years. Buyers no longer deal with the lengthy and complicated task of buying a certain product or service. Instead, they want their buying experience to be convenient and easy.
But while lead generation for home improvement companies is difficult, it does not mean that it should be overlooked. It is still a vital step to ensuring success as, without leads, home services companies will not survive.
With sufficient knowledge and resources, companies can learn to generate home improvement leads on their own. In doing so, they have a better chance of improving sales and facilitating the growth of their brand. Here are some tips to help secure better home improvement leads in this ever-changing industry:
Know Your Market
Following leads are easier after knowing who they are. This process can be done through brainstorming or perhaps persona creation which is creating personas to understand people’s needs, experiences, and goals based on research. For example, if you are looking for remodeling leads, consider the types of individuals who would want to upgrade their homes or fix certain parts of their living space. Some of the questions to ask to know your market include:
- Where do they live?
- What are their ages?
- What platforms do they use?
- What keywords do they use when searching?
- When would they be searching?
Evaluate Business Model
Many home improvement businesses, especially those that recently started, make the mistake of taking a variety of jobs to improve their cash flow. For an instance, aside from specializing in roofing services, they might also be HVAC specialists or kitchen remodelers. However, trying too many things can spend too much time and energy.
It is best to focus on one service and do it exceptionally well. For example, if your niche is kitchen remodeling, instead of being a mediocre roofing company, you can focus on becoming the best kitchen remodeling expert in your area. Performing excellent work for existing customers can be beneficial in generating qualified leads through “word of mouth” from satisfied clients. If satisfied and happy with your service, customers might even write positive reviews about you on the internet.
Boost Online and Social Media Presence
A website is considered to be a company’s best lead conversion tool. In today’s digital era, customers prefer to visit a website to learn more about its services, pricing, and more. All of which must be accessed and located readily and conveniently.
Aside from that, it is crucial to establish ways that can convert leads once they visit the site. Such ways include the following:
- Have a form that visitors can fill out with contact information and their home improvement needs.
- Add CTA or call-to-action buttons on web pages to optimize the site and drive more conversions.
- Place a chatbox on the homepage that will allow customers to type their concerns or queries.
Revamp Email Marketing
Many home improvement companies are already using email marketing as a lead generation tactic. But there are several other ways to improve what they are already doing. It is an excellent strategy to segment the email list. This way, home improvement businesses can target certain sets of subscribers. For instance, sending email newsletters to previous customers reminding them of their next home improvement project.
Another example is sending emails with offerings and discounts to attract customers and including information about past projects and testimonials that can result in more conversions. It is worthy to note that emails must showcase branding and must be mobile-friendly.
Engage with Target Market on Social Media
In 2021, social media usage in the United States reached 82% of the population. Businesses must leverage this media consumption to interact with prospects and organically attract home improvement leads. Social media channels allow companies to show and prove their expertise and start a conversation with people interested in what they have to offer.
Desired audiences are most likely on platforms such as Twitter, Facebook, Instagram, and Youtube. As it seems a lot to manage, it is best for home improvement companies to focus on Facebook for their social media marketing. It is because Facebook is the most prominent social media channel among the 30-60 age bracket – which is also the demographic of people likely to be interested in owning a home.
Referrals can be an excellent source of quality leads. A customer that has used or experienced products and services of a certain company and seen great results are likely to recommend it to their friends and colleagues. But customers will not automatically provide businesses with quality leads and that is why it is essential to ask for referrals from customers. Companies can do this by incentivizing the process by offering a discount on the next purchase.
Home improvement companies can also ask customers for reviews and as it plays a significant role in getting noticed and building trust with prospects. They can send a link directly to customers where they can write their reviews.
Home Improvement Leads for Your Company If you are looking for exclusive home improvement leads, HomeGuru can help your company generate high-quality leads at the lowest price possible. They can be trusted as experts with a great understanding of homeowner demands with over 10 years of experience in Home Service marketing. You can learn more by visiting their website at www.homeguru.com