How Homeowners Choose Home Improvement Contractors - Digital Marketing for Contractors And Home Services Businesses | Contractor Marketing Platform

HARDWORKING MARKETING FOR HARDWORKING PEOPLE

4

Nov

2016

How Homeowners Choose Home Improvement Contractors

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The Homeowner Journey to Choosing a Home Improvement Contractor

The search for a home improvement services company can take homeowners down many paths – and no two journeys are ever the same. Being found online by homeowners searching for your services, at the moment they are ready to make a decision, is essential to winning new business. Doing so requires you to have a strong digital presence, covering as many channels as possible.  Of course, many ask a friend or neighbor for a referral and you won’t always be on that list, but the good news is that rarely do they stop with just one referral. They will also search online to see what others are saying about your business, and for other home improvement contractors who service their area.

Be Found Where Homeowners are Looking

With close to 90% of homeowners looking online before making a decision, you must be found in order to thrive. Wouldn’t it be nice if all homeowners took the same journey to find you? While no one knows the exact order of directions a potential customer might take, we do know the general combination that’ll ultimately dictate if they click to your website…or your competitors.

  • Search Engine Results – Both organic and paid search results can lead customers to you. Once the local search results have been narrowed down, the next step is often searching your company name followed by the word reviews. Try it yourself and see what comes up. Statistics show that companies with multiple good reviews are three times more likely to get a call than companies with no reviews.
  • Lead Generation Sites – Homeowners use sites like HomeAdvisor, Angie’s List, and other contractor lead generation sites because they need help connecting with the right pros who can offer them an appointment when they want it. These sites ask questions of the homeowner to help connect them to the right contractor. The value to the homeowner is the perception of saving time and only being connected with reputable companies.
  • Social Media Platforms – People use social media like a search engine. They post questions like, “Does anyone know a good company who can … ?” You want your customer base to remember you and say wonderful things about the job you did for them. When you are active on social media, your past customers will remember and refer you. Social media postings are about staying in front of your existing audience in an attempt to grow a larger one.
  • Directories – Some homeowners have a directory they know and trust. They go to that site, search for the service they need and read through the options. Ideally, you’re listed and have reviews in that directory. Keep in mind that complete and verified directory listings are 60% more likely to get clicked on than incomplete or unverified ones.

No matter which path a homeowner takes to find you, your goal should be to make sure that all of these paths lead to your website and that it is well-written, informative, and mobile-responsive. In today’s world, online search is an indispensable part of a customer journey. You must educate, inform, and inspire in that split-second where a consumer makes a decision which leads to action.

Be Found, Be Responsive

Getting found online with home services marketing is just the first step to growing your business. Being responsive to requests and following through is the next. If you’re having trouble keeping up with multiple online directories, social media and your website, it may be time to hire a company that specializes in  contractor marketing.Our team of experts here at Surefire Local would be more than happy to discuss the options offered and provide you with a free evaluation of your company’s web presence.

Steve Eastlack

Steven is a Content Marketing Strategist for Surefire Local. With degrees in Marketing Management and Psychology from Virginia Tech, he works on both content marketing and social media for Surefire Local and it’s Advanced Social Media Clients. Through the use of developing a content strategy, writing monthly editorial calendars and content, and performance reports, Steven helps to build audience and brand awareness for Surefire and it’s clients across all digital platforms.

By Steve Eastlack | 3 years ago | Twitter LinkedIn 

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