Any good contractor knows that the right tools make the job much easier. The same goes for growing your home improvement business. Whether you are just starting out or have been in the business for years, a hammer doesn't drill a hole and you need customers to make a living. What has changed in the industry is the way customers are looking for you. For most, finding a good contractor starts with a thorough online search and reading reviews which is why your digital presence matters.
Fortunately, the world of digital advertising is very beginner-friendly. Here are a few reasons why digital can help home improvement businesses capture a broader market share.
- Concrete Data Means Better Competition Analysis
The best place to start when looking for opportunities to improve your online presence is to look at what your competitors are doing. Put yourself in the mind of your customer and consider which website, ads, or offerings are most appealing and why. Copying them won't get you ahead of the game, but understanding what's appealing about them will. With this data, you will be able to identify the gaps in your current business model and expand.
If you don't know who your biggest competitors are, digital tools can help you find out. Starting with a google search will be your best bet to finding local contractors in your area. You can also go through the contractor's mentions or online reviews elsewhere to gauge their foothold in the market. - Faster Response Times to Leads
When asking for quotes from contracting companies, an interested lead will devote more attention to the one that responds first. Responding to customers over the computer is often easier than scheduling a meeting in person or placing a phone call. It also ensures that your phone call won't be missed, and emails can be checked at any time of the day. Try adding a plugin to your website that allows the customer to email you directly on your site. - Easier Employee Recruitment
Just like many industries, a lot of HVAC and home improvement companies are experiencing a shortage of workers. Marketing and branding yourself can help you attract the employees you need to meet your current demand.
Having a strong online presence also gives prospective employees insight into your company culture. Testimonies from happy employees instantly make your company a more appealing place to work. On your end, you can advertise the various incentives for getting hired, like lots of employee benefits or bonus opportunities. - Generate Positive Reviews
Word-of-mouth can be a powerful advertising tool, but most people head online before working with a new contractor. 90% of customers read online reviews before buying a product or working with a company. 79% even said that they would trust an online review as much as a recommendation from a personal acquaintance.
A four- or five-star rating on Google gives your customers extra peace of mind. Home improvement work is often very expensive, so your leads don't want to waste their time on bad contractors. Having your name in multiple reviews is also good from an SEO standpoint! - Distinguishing Yourself from Multiple Bidders
On websites like Thumbtack, the average person receives three or more bids when they post their project. On these bidding websites, it's important to have a complete business profile. Customers want to know your basic contact information, how long you've been in business, and proof that you're licensed and insured.
Your profile is also one of the best places to showcase your unique value proposition. Using specific examples, explain why you would be the best fit for the projects you want to complete. Upload photos or offer to provide them upon the customer's request. - Having a Great Website
Having a website allows you to store all your pricing information, provided services, and photos of completed projects in one place. You can even facilitate it to have user accounts, where customers can manage project contracts and set up payments. A professional website also heightens awareness and makes your brand appear more authentic compared to the competition.
Of course, having a website doesn't automatically guarantee its success. It should look good on mobile devices and have no broken links. If there are any sections that require personal information from the customer, be sure to implement an HTTPS certificate.
Every website should also be able to provide at least two contact options. Phone numbers and email addresses are standard, but you can also use a website contact plug-in. Feel free to provide links to all of your social media pages as well!
How Can I Promote My Home Improvement Business Effectively?
Since more leads are searching for home improvement searches online, it only makes sense to meet them where they are. It's also a good way to attract talented and motivated workers to join your team. Although it may seem intimidating at first, switching to a digital approach can expand your reach and make your company more accessible.
