Where to begin? How much to spend? How much time to allocate? These are some of the most common questions that cross the minds of trades professionals once they decide to invest more into their brand. And now more than ever, the market is saturated with construction companies, all looking to achieve similar goals within similar timeframes, which can make marketing strategies for renovation contractors that much more complicated.
We get it. We sympathize. Truly a tough world out there.
Nonetheless, in this article, we’ve compiled some of the most effective marketing strategies for renovation contractors based on our clients’ experience over the years, as well as our own. Read on.
Marketing strategies for renovation contractors on a budget
If you’re new to the game, it can be difficult to get your foot in the door. Got a tight marketing budget? That’s okay. Start small.
Here are a few tips you can follow to propel your marketing, frugally and effectively.
1. Keep it local
As an up-and-coming renovation contractor, you’re going to be on the road most of the time, commuting from one location to the next, especially if you don’t have a sales rep yet. Whether you’re going to meet with a potential client or are driving to a construction site, this back-and-forth can be quite tasking, taking up a lot of your day.
And no amount of Bieber hits playing on the radio can make your drive any better after a while. Shockingly enough.
Try to limit your commute by keeping your business as local as possible, at least in the beginning. The time wasted commuting can be spent on actually constructing a strong marketing strategy to grow your company.
Starting out, it’s good to rely on word of mouth to get jobs. And there’s no best way to do that except building a reputation for your brand on a small, local scale.
Just remember that slow and steady wins the race.
2. Establish your brand
Don’t build a business. Build a brand.
The difference between a business and a brand is that the former has no direction and little character. Focusing on creating a distinct brand for your renovation company will set your name apart from the competition.
A good branding plan starts with:
- researching your target audience
- memorable company name
- catchy logo design
- company tagline or slogan
- marketing collateral to distribute (business cards, flyers, pens and the like)
- creating a brand personality
3. Make use of free marketing tools
Many renovation contractors aren’t aware of the available marketing tools they can use to enhance their businesses’ presence, whether it’s online or off. No signup fees, no subscription needed.
We actually wrote a piece on how to promote your business locally and for free which you can check out here.
4. Have a company website
It’s 2020 and online presence is EVERYTHING.
The thing about having a website is that you don’t have to be a tech genius in order to build it yourself. There are plenty of templates on different content management systems (such as WordPress and Wix) that can get you started with free, easy-to-use web design.
Many wonder why having a website is important, and while print marketing and word of mouth can go a long way, but unless you have a solid online presence, you are missing out on a lot of opportunities.
Large-budget marketing strategies for renovation contractors
It’s not just your foot in the door anymore. You’ve successfully managed to insert your entire body, too. Nicely done!
You have also compiled a team of in-house employees that need to make ends meet, and the only way to satisfy your business’s new demands is by generating more traffic to your brand and booking more jobs.
And now is the time to up the ante.
If you have reached a point where you can funnel more money towards your marketing, you should definitely do it. Think of it as an investment that you’ll get a great return on—if you play your cards right, of course.
1. Invest in SEO for contractors
When it comes to inbound marketing for renovation contractors these days, search engine optimization is at its prime. And it can get your online traffic at its prime, too.
Remember the template website you’ve had since the early days? Why don’t you start using it to its fullest potential? Add those headings, meta titles, and keywords, and watch your traffic soar over the next few weeks.
Since managing an SEO campaign is an ongoing, tasking process, we recommend assigning your SEO endeavours to a specialist that is able to monitor your site’s analytics full-time, either in-house or outsourced. Doing so will help keep your site updated, Google optimized, and in top shape.
2. Sign up for business listing platforms
TrustedPros. HomeStars. HomeAdvisor. 411. Houzz. Just to name a few.
There are plenty of websites you can sign up for to enhance your presence online, especially if you’re looking to attract customers within your area. Such platforms are wonderful for showcasing your renovation projects because they have features that allow you to present some of your best work.
While setting up a listing for your business on such platforms is free, there are upgrade features that you can pay for to have access to all the benefits.
All you have to do is submit a brief blurb about your company, who you are, what your business is about, then direct users to your site, and voila! You will now have more traffic.
And although you might not benefit from the link juice, Google does still acknowledge the backlinks, from the aforementioned websites to yours (even if they’re usually no-follow) for the mere fact that they come from powerful, high-traffic websites.
3. Social media marketing
According to a recent statistic, the average internet user spends 2 hours and 23 minutes on social media collectively in a single day. With the right approach, this user could become your new favourite customer.
Social media allows you to represent your brand in a different light. It’s less formal than a website or a local listing, which means you can utilize it to ignite conversation between you and your audience in a way your site does not.
As a result, you improve brand recognition and build a loyal following that engages with the content you share on your social media profiles.
4. Take part in local home shows
Home shows offer a fantastic opportunity to meet your target demographic and chat with prospective customers face-to-face.
Bonus points if you are insanely charismatic, by the way.
Many homeowners who attend home shows are up to date on the latest trends in design and home improvement and are genuinely interested in learning about the industry. They could also be looking for a renovation contractor to hire for their next big remodelling project. It’s the perfect place to be, really.
Participating in home shows also allows you to scope out the competition and gauge what works and what doesn’t.
It’s now on you to pay the enrollment fees, construct a head-turning booth, and put your charm on. The leads should be coming your way.
Here you have them: the most effective marketing strategies for renovation contractors at any budget. Got any questions? Share your thoughts by reaching out to us.