10 Tips & Strategies for Effective Home Service Marketing

<H2> Why is Marketing for Home Service Businesses Important?

The pandemic proved that the need for home industry services does not wane. Consumers are always in want of HVAC, electrical, plumbing and other services, and/or maintenance from home services companies on these items in their homes.

Which stresses the importance of getting a business’ name in front of the public, whether it be about landscaping or plumbers. Marketing a company’s values and culture is about helping a company grow. There’s no need to fear marketing; it’s part of a successful venture.

As Megan Bedford, founder and owner of Mugyver Consulting and founder and chair of Desk Free Nation said, marketing is about “what makes  you unique and different compared to your competitors – and how do you tell that story to your customers.”

It follows logically that there are ways to best implement marketing practices, especially in the era of burgeoning social media and digital marketing.

Here’s a look at some of the best components of a successful marketing strategy that can build your brand awareness.

<H2> 10 Tips & Strategies for Effective Home Services Marketing

Marketing does not just happen. It takes thought, strategy and a focus on what works. It can come via marketing campaigns, marketing experts or marketing tips from peers in the field. If the software you’re using offers integrated marketing help and data, all the better for generating new leads in the ongoing effort to attract prospective customers.

It’s all about getting the business’ good name and culture in front of the public.

“If you don’t know how to make the phone ring, nothing else matters,” said Ismael Valdez of NexGen Air Conditioning, Heating & Plumbing in Southern California.

<H3> 1. Invest in local SEO

Almost half of Google searches are local search with a consumer seeking local information. Given the local impact of the home service industries, it’s therefore important for the businesses to maximize their web site for local SEO (Search Engine Optimization).

What are ways to optimize local SEO for local search?

·      Set up your own Google My Business profile, a free and easy way to help your business become noticed via search.

·      Ask for reviews, especially Google reviews. The better your work, the better the reviews and the more Google will recognize the company’s chops.

·      Get involved in the community. Local efforts to help youth baseball, veterans, Make A Wish or any worthy cause get your name into the local community.

<H3> 2. Get positive reviews to your Google Business Profile

Let’s be honest: Positive reviews are the result of quality work. Start there. Ensure the team has a customer-first attitude, and that work is done carefully, properly and on time.

Once you do that, customers will start generating online reviews that lead to four-and five-star ratings, which consumers notice when they search.

“Reviews are everything. There's not a person who doesn't check a review now,” said Brian Choate of Choate’s Air Conditioning, Heating, and Plumbing.

<H3> 3. Leverage social media marketing

Social media is about connecting. To a business, social media marketing means connecting with the market through the many and varied social media platforms available.

Social media marketing lets a home services provider tell its story with social media posts that can be compelling and even humorous ways. That builds a brand, drives business and growth and forges a bond with the community with the individual homeowners.

Focus on content that is authentic and real. Be free to be offbeat or quirky. Make sure the content is generated for social media, not to merely link to the company web site. The entire effort builds a community around the brand, which helps increase leads.

To gauge the impact, consider these insights into social media use from SproutSocial.com: There are 4.89 billion social media users worldwide, and the average person uses seven different social media networks each month and spends 151 minutes per day on social media.

<H3> 4. Harness the power of email marketing

The main advantage to email marketing: The business has the email addresses. Social media is connection-driven. Email marketing involves the business reaching out to make special offers or point out promotions to past or potential customers.

A promotional offer to past customers whose emails you have compiled who may need maintenance may well pay for itself.

A company like Nova Basement, which took advantage of follow-up emails in ServiceTitan’s Marketing Pro, saw open rates of 75% in one of its campaigns.

<H3> 5. Advertise with PPC ads

PPC stands for pay-per-click. These ads get your name and business at the top of Google searches. They require specific keywords that customers are using, as well as setting up a budget for the ads. But the potential business these could draw may easily pay for the advertising.

ServiceTitan’s integration with PPC ads allow a business to see metrics like impressions, clicks, conversions and cost per lead, among others.

“Just understand Google is God when it comes to home service,” said Tommy Mello, The Home Service Expert.

Which leads to the next idea …

<H3> 6. Run Google Local Service Ads

Google Local Service Ads require payment only if a customer calls, books or messages through the ad. Business owners can take solace it’s a get-what-you-pay-for scenario.

These ads require a Google “badge” that tells potential customers yours is a screened and qualified Google business. The badge is earned once Google verifies the business is credible, with licensing and insurance; the process to earn the badge is not at all difficult.  The idea: Google’s backing provides an extra level of credibility.

<H3> 7. Engage users with video marketing

The up-and-coming generation grew up on videos. Targeting them with informative or helpful videos will spread the word about your brand. Videos could educate, inform or entertain – or if your business is involved with a local charity, it can highlight what that means and why you do it. That story makes yours a true local business. The ultimate goal is to gain a connection with local customers, to keep existing ones and generate new customers.

“Some people just don’t want to do (videos),” said Josh Crouch of Relentless Digital in Wisconsin. “Yes, it can be a time thing, and some people are nervous about being on camera. But if you can get into the process of doing them regularly, you’re going to get back value.”

<H3> 8. Get referrals

Word of mouth has long been an ideal way to spread the good word about your business. Professional work from plumbers or electricians is appreciated. Satisfied customers will share your work with friends and neighbors.

Of course, the better the work, the more the referrals, which turn into mini-testimonials. So this effort starts with quality, professional work. Asking a happy customer to keep a few cards to pass on for referrals can help, as do incentives offered to existing customers who refer others.

<H3> 9. Provide a great customer experience

File this under the adage treat people the way you want to be treated. Which means respecting the customer. Which inherently gives a great customer experience.

On-time arrival and wearing shoe coverings tells the customer their time and place matter. Bringing a treat if a customer has a dog builds goodwill. If a customer prefers a text to a phone call, don’t call them.

In a ServiceTitan webinar video, Travis Ringe of ProSkill Services explains how his CSRs and techs go above and beyond by always offering to do more, such as helping elderly customers change lightbulbs or smoke detector batteries, or simply bringing the trash can from the curb.

Those random acts of kindness generate the connection between the business and community -- and also those oh-so-helpful reviews.

“If you want to drive reviews,” Ringe said, “you have to deliver a full experience worthy of writing a review.”

<H3> 10. Invest in a user-friendly website design

The web site often is the customer’s first exposure to the business. Which stresses the importance of that online marketing. A clunky home services website can turn people away; a clean, clear one draws them.

Make sure the site is clear with information easily accessed. Share your stories on the site to personalize the business. Make sure the online reputation is what you seek.

Your online presence is the online billboard for your brand. Take advantage of that truth.

<H2> Now Over to You

All the marketing efforts are inherently based on the business’ ability to provide quality and professional services. But marketing can enhance a reputable business’ bottom line through lead generation — whether it be content marketing, digital marketing strategies or an overall marketing plan.

Having a way to keep better track of marketing efforts can take the guesswork out of the customer acquisition equation. Ultimately, this allows for you to better invest your time and money in the right channels. Having a more organized and trackable marketing effort also allows you to adjust methods or messaging that doesn't work — or to amplify those that are working well. This way you can continue to reach the right people who are going to book meetings with your technicians.

A software that connects and streamlines your avenues of marketing in one, comprehensive place will make it easier for you to make marketing a part of your workday and a major part of your revenue.