With people spending more time at home due to current conditions, many of them are also taking on more home improvement projects. Between March and May alone, an average 57% of homeowners completed at least one home improvement project. Home improvement projects continue to increase in importance, with many homeowners trying to make their homes into cozier, happier spaces in response to the additional time they're spending there.
Home improvement businesses, however, often face a great deal of competition. In order to break through the noise, you need marketing materials that will catch consumer attention.
1. Have an Active Social Media Presence
Your social media platforms offer an excellent opportunity for you to showcase your work, show off your projects, and actively engage with your followers. Provide followers with interactive content that makes them feel an active part of the decision. Ask them to vote on specific projects, especially those that showcase the full range of your skills. Post reveals of new projects. Show clear Before and After photos that show off exactly what you can accomplish.
To help encourage engagement, ask for opinions from your followers. Invite them to choose some of the options for your projects, from paint colors to features or finishes. Let your followers weigh-in, then use their input to help inform your design choices. They will feel more invested in both the process and your brand, which will encourage them to choose your brand when they have a home improvement need.
2. Create an Engaging TV Commercial
A TV commercial can help you put a face on your business. You can introduce the workers who take care of many of your projects or showcase your skills directly. TV commercials are also an excellent way to appeal to your audience's emotions. Help viewers imagine, through your commercial, what you could do to their homes. Can you help them transform their homes into cozier spaces? Create outdoor living spaces that will increase their livable space? Your commercials can help showcase exactly how those changes can benefit your audience.
3. Showcase Your Work
As a home improvement business, one of the best things you can do is showcase your work. People who are considering using your home improvement business want to see what you can accomplish. Show before and after photos. Put together transformation videos that will allow consumers to watch the entire process from start to finish. You can also have past clients write a testimonial or review to help increase consumer trust and give them more reasons to connect with your business.
4. Expand Your Reach Through a Lifestyle Show
Lifestyle marketing can help you expand your reach and show consumers more about why they may want to connect with you. Consider a series of segments on a lifestyle show that will help you provide tips and tricks for easy weekend projects. This is also a great place to show consumers when they might need to bring in a professional to handle their tasks. Show consumers what you can do and encourage them to take their own spaces to the next level.
5. Send Out Email Campaigns
Email campaigns are a great way to keep consumers interested in your business and remind them that you're there to help when they need it. Put together a list of ideas they can add to their Honey Do lists: small tasks that people need to be reminded of, but not things that they need to hire someone else to do. Include changing light bulbs, changing the air filters, cleaning out the garage or attic, or pressure washing the outside of the house, for example. Include tips and tricks on how to accomplish those important tasks.
6. Provoke Your Audience's Emotions with 'Wish List' Projects
Most people have a dream list of projects: things they're always thinking of doing, but which they never actually do. With everyone spending so much time at home, however, now is the ideal time to move forward with those projects. Evoke emotions and convince your audience that now is the time to get started by making a display of those wish list projects. You might want to include suggestions like creating a spa retreat in the bathroom, updating outdoor living spaces, or putting in a carport. Invite consumers to transform their garage into a game room or home gym. Now is the time to really enjoy those projects--and through your advertisements, you can encourage consumers to turn to you.
There's no time like the present to start marketing your home improvement business, especially with people spending more time at home than ever before. If you want to cut through the noise effectively, make sure you're working with a media partner. An experienced media partner can help you better reach your target audience and tailor your ads to their needs.
