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For all the owners of remodeling, home architecture, building, landscape design or other companies in the photo-centric industry, I have two questions for you:
- Are you on Houzz, one of the largest online platforms for homeowners and home professionals?
- If you are on Houzz, are you using it in a way that’s beneficial to your business?
I’m hoping your answer to the first question is “yes” (one of the easiest Houzz marketing strategies I can tell you is to simply get on it—you will gain more exposure from homeowners who are either planning to remodel sometime in the near future or are getting ready to remodel). But you may be more unsure of your answer to the second question.
So, how should you be using Houzz?
(Scroll to the bottom to discover an awesome infographic on Houzz content marketing tips!)
You’ll be hard pressed to find somewhere else online where more remodel-ready homeowners are in one place. Houzz has millions of users who are in the “home design” mindset. If you aren’t engaging these prospective customers, you’re missing a massive opportunity.
Houzz users can browse your photos and they’ll often ask questions about design features in them—questions that you can answer.
This is a great way to build rapport with users (some of which are prospective clients!) and start increasing your online authority as a home professional.
Another awesome Houzz feature is it allows homeowners to connect with you, the professional, via the email you indicated when you first made your profile. Respond to every message you get, even if it won’t ultimately lead anywhere. For example, if a homeowner emails you and asks if you provide services in the area where they live and you don’t, just shoot them back a quick email. I suggest:
- Telling them that you, unfortunately, don’t service their area but thanking them for the interest
- Giving them a recommendation (if you have a buddy who does happen to service that particular area or you know someone who could use the business but isn’t a competitor)
- Asking them if there is anything else you can help them with
Remember, most homeowners on Houzz are looking for information and probably have questions like “what is the best countertop material?” or “how can I make my small kitchen seem larger?” Be sure you—not your competitor—are the one answering these questions. You can use the “ideabook” feature to do this.
While homeowners use ideabooks to post pictures of their dream home or design ideas they love, home professionals can use these a bit differently. I suggest thinking about it almost like an offsite blog. Post informational pieces. They can be long or on the shorter side (both rank well in search engines like Google, depending on how competitive the keyword is), but either way, be sure to include pictures.
Describing something is one thing; showing it in a real life example makes it easier for the consumer to understand. Plus, it can help you gain exposure. If you include a picture in your ideabook that a homeowner then puts into her own “dream house” ideabook, your picture can be seen by her followers, who may like it enough to include it in their own ideabooks. Get the idea?
Update Your Page Regularly
Think about any social media platform—Facebook, Twitter, even Google+. They are fast-paced environments. There are updates every single day, multiple times a day! If you are only posting ideabooks and pictures and answering users’ questions every two or three months, you are missing out.
Every time you have new photos from a recent project you completed, post them on your Houzz page, with important keyword tags—which is how users can find your pictures within Houzz and even in the search engines—such as “white cabinets,” “modern kitchen,” “granite countertops,” “kitchen island,” etc. And I suggest posting an informational ideabook (with a link back to your website) on a monthly basis, at the very least.
Analyze the Data: Go Pro+
What’s really cool about Houzz is that you can analyze your own data and see how people are behaving. While you do have to pay for a Pro+ membership to do this, you can see exactly how Houzz users are interacting with your page. The profile looks something like:
The “promoted” data is what you’ll want to focus on—this indicates users who are in the target market you have specified (“organic” includes users from anywhere in the world). You can see how many times people have clicked on your profile, added your photos their ideabooks, etc. in the last 30 days, the last 90 days, and the last year.
Stats can even be broken down by specific photos.
Seeing which pictures are the most popular can be helpful for your onsite SEO (your website). For instance, if you find that one particular photo keeps getting clicked and added to users’ ideabooks, perhaps you can make it more prominent on your website to help improve your conversion rate and also write a blog post that summarizes the specific project, including multiple photos.
Need Houzz Marketing Help?
Did all of that seem like just too much effort when you’ve got limited time as it is and are busy running your business? Well, to be honest, I was kind of hoping you’d think that! The team here at Blue Corona has experience helping remodeling companies such as yours build their online authority both onsite and offsite with different social media platforms, including Houzz. Get in touch with us today!
Most business owners simply don’t have the time to maximize their Houzz presence—they’ve got a business to run! At Blue Corona, we’re Houzz Marketer Certified to help those in the home design and exteriors industry maximize their online real estate, implement a Houzz online marketing strategy, and improve their authority on the web.
If you already have Houzz, fill out the form below with your Houzz URL for a FREE Houzz assessment. If you don’t have a Houzz, contact us today and we’ll get you set up!
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About The Author: Alanna is the Quality Assurance Manager in Blue Corona's Maryland office. When she's not triple-checking websites and content for errors and consistency, you can find her at the gym with her twin sister or urban exploring with her husband.
View more blogs by Alanna Hernandez