EXPERTISE

The Difference in Marketing for Home Services

Marketing a product is straightforward: you create a campaign that highlights what the product does and how the consumer will benefit from purchasing it. Home services marketing, though, requires a different approach. Marketing a home service such as construction, architectural design, HVAC, painting, or plumbing is unique in that you’re not just selling a product or service, you’re selling yourself.

Both types of marketing are content abundant, but what type of content is most effective for a home services business?

Building Genuine Relationships

Home services marketing can be tricky because what you’re really selling is an intangible: trust. That requires developing marketing techniques for home services that are customer-centric. Naturally, every home service business is looking to provide a great experience for its customers and clients. But how do you best demonstrate a service so as to build authority and persuade people to put their faith in you?

The basic principles of content marketing still apply for home services, but the methods for increasing leads and revenue – not to mention differentiation – are unique. It’s essential to land on the right mix of content if you want to attract a steady stream of qualified leads.

Content Creation for Home Services Marketing

Content is the backbone of all successful inbound marketing campaigns and today’s homeowners demand high-quality content that helps them solve, prevent or alleviate their pain points. Blog posts, case studies, employee spotlights, services offered, areas served, premium content offers and more all play a role in catering to prospects at the different stages of their buying journey.

Of course, leads in the pipeline are great, but qualified leads are a business’s lifeblood. Though the content itself will vary based on the services offered, there are three main avenues of marketing techniques for home services that offer the greatest opportunity for success.

  1. Blogging. A regularly updated blog that offers truthful, meaningful and valuable content is what consumers appreciate. They want to trust that the information they’re reading is worthy of their time and attention. They expect it to help them make better decisions and get their needs met. The best blog posts for your home service business are those that highlight the latest trends and technology, answer common questions and share information about the people who make up your organization.
  2. Email Marketing. Email campaigns play an integral part of any good marketing strategy, as they serve to delight current clients and engage with prospects, offering new information that helps answer questions about the services you offer. Email is also a great way to ask for referrals, share success stories and just keep in touch.
  3. Social Media. Facebook, Twitter, Pinterest, Instagram, and Houzz are the top platforms for home services companies to launch social media campaigns. You can provide updates about your business, share blog posts and spread the word about promotions. Social media also lets you gather valuable insights into your audience and increase your brand recognition.

Ultimately, the success of your home services marketing campaigns will be driven by the quality of what you offer and your ability to effectively communicate your offer to the right target markets. Your customers are smart people looking online for information that is engaging and helpful, but not overwhelmingly technical.

Remember, people want to know what’s in it for them. Staying focused on how you will relieve their pain point and being clear on what you can deliver helps build trust. Trust leads to reputation, referrals and eventually, traffic, qualified leads and more customers. In other words, build trust and everything else will follow.

AUTHOR

Marcia Barnes
Marcia Barnes
CEO + Founder

Marcia has a rich history in leading and serving performance-based marketing organizations with nationwide impact. In addition to leading multiple marketing agencies, she has received notable recognition for her leadership as President and CEO at Indianapolis-based Defender Direct (now called DEFENDERS). Over the course of her 14-year tenure with the company, Defender Direct experienced exponential growth from $2MM in annual revenue to more than $400MM.