The pandemic brought about a boom in the home remodeling industry. As people spent more time at home, they were excited to invest more in their personal space and update it to accommodate their new and changing family needs. While this boom might have been great in the short-term, you’ll want to begin thinking about how to continue the positive momentum in the long term for your remodeling company.
As digital marketing specialists, Bellrae Marketing has a decades-long history of building and executing successful home improvement marketing campaigns. Our five tried-and-true strategies below have been proven to help remodeling companies generate more leads and consistently do so year after year.
Prioritize Your Client Experience to Generate Leads
First and foremost, you need to prioritize your client experience. People always remember how you made them feel. Making the client feel understood and prioritized is one of the best things you can do for your business. To do this you want to have the right in-person and digital experiences in place. Your staff should be friendly and welcoming. You should make it easy for your clients to get to know you and get in touch with you. Communication is key. If that is lacking, your client experience suffers.
In the digital realm, your website should be easy to navigate with a clear call-to-action “above the fold,” meaning high up on the screen, or in easy to access places on your site. There should be a seamless automation in place when filling out a form and receiving a reply. Do you collect leads through a form on your website? If you do, do you have automated and personalized emails set up to welcome and introduce yourself to a potential client? Or do leads go into the ether with multiple different call center representatives returning phone calls on your behalf?
After the lead is nurtured and becomes a client, you should also have a system in place to communicate with your client regularly throughout the design and build phase. This could come through regular emails from project managers or from triggered updates in a project management software system.
From the initial lead intake to project completion, we hope you want your clients to say they felt welcomed and listened to. This can impact referrals and repeat business.
Maintain an Updated Remodeling Profile with Professional Photography
We can’t emphasize enough how pictures really are worth a thousand words. Getting professional, recent photos taken of your projects really makes a difference in how homeowners view your remodeling company. The most popular pages on your website are your portfolio pages. Keeping them up to date will show your audience your high-quality craftsmanship and showcase your design capabilities. People love to look at photos and envision what their home could look like.
Authentic photography is also important for generating the type of high-quality leads that you want. The type of work and pictures you show of yourself tells potential clients a lot about your company and what price range or budget they might need to have to work with you. If your photos do not accurately reflect who you want to be attracting, you’ll be getting leads that ultimately don’t convert into clients.
Optimize Your Remodeling Company’s Website with Search Engine Optimization (SEO) in Mind
People search for everything online. Is your website top of the list when people search for remodeling companies in your area? If it’s not, then your website is not optimized to the best of its ability. Search engine optimization is paramount when it comes to getting the chance to be seen by new customers. Let’s face it. No one is browsing through the yellow pages anymore. If you are looking to generate new leads, your website needs to be up-to-date and optimized to be ranking higher in search results.
Run Value-First Marketing Campaigns
What is a value-first marketing campaign? A value first campaign is one that prioritizes the homeowner. You need to think about what exactly your ideal customer wants and needs. Do they really need $100 back on their next project or would they be more enticed by getting an hour free home design consultation? Think of the value that you can provide your potential customers beyond just a cash back option. That will help you stand out from your competitors and make your campaign more memorable. Your campaign should have a dedicated landing page website with a strong call-to-action. Ads on social media for the campaign can be highly targeted to your ideal audience to get more bang for your buck.
Use Sophisticated Email Marketing Tactics
We mentioned before how important the client experience is for generating more leads for your design build business. Email marketing is part of that experience. A sophisticated email marketing campaign will capture new, high quality leads and then nurture them through what are called “trigger campaigns.” These campaigns serve your leads the type of content with which they are most likely to engage. How a person interacts with a particular email will determine what type of email is sent out to them next. This proven marketing strategy helps keep your business top of mind and gives your potential clients what they want when they want it, making them more likely to choose your business when they’re ready to sign a contract.
Bellrae Marketing is a turn-key marketing company specializing in the home improvement industry. For well over a decade, we have helped general contractors, design-build firms, and designers increase high-quality leads, and grow revenue in a way that is authentic, organic, and relationship-based. We don’t offer a quick fix solution, and instead focus on building meaningful connections through content. Turn to Bellrae Marketing if you want to take the next steps toward generating more leads for your remodeling company.
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