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Online Marketing Strategies for Remodelers
If you’re a remodeler and you found this blog post, chances are, you understand the importance of having a well-developed Web presence in order to attract those low-cost leads and sales from the Internet. After all, if someone is looking for a remodeler, she’s certainly not going to go dig the latest copy of the Yellow Pages out of her recycling bin.
Instead, she’s going to consult the Internet via a search engine query or try and find a friend-recommended remodeling company on a site like Facebook, Yelp!, Angie’s List, etc.
At Blue Corona, we offer online marketing services to clients of all sizes and from a variety of industries, but our bread and butter clients (I think “bread and Nutella” would be a way cooler expression) are typically home service contractors—HVAC, plumbing, roofing, etc. Falling squarely within our market are remodeling companies (just ask our fans from the Remodeling Show in Chicago this past October!)
We’ve had tremendous success helping remodeling companies get more leads and sales from the Web—so much so, that we wrote an entire book about it— The Remodeler’s Web Marketing Blueprint. Spoiler alert: you can enter your information to receive a free copy of it at the end of this blog post.
Until then, I’ll elaborate more on why online marketing is SO effective for remodelers, and I’ll even share results from some of our existing remodeling clients to back up my claims.
Content Marketing and SEO for Remodelers
Unlike some of the need-based home service companies we work with (think plumbing and HVAC), home remodeling is more of a want-based service. That means that the search volume for remodeling-centered keywords (bathroom remodeling, kitchen remodeling, etc.) is much lower than the search volume for those need-based services:
Despite lower search volumes, we also know that remodeling jobs can be so huge that it often only takes one lead to provide a significant return on investment for SEO services.
Plus, content marketing is really the only cost effective way left to marketing your remodeling company. Think about it—traditional forms of advertising like TV commercials, print advertisements, and Web ads interrupt what your audience is doing (watching a TV show, reading a magazine, surfing the Web, etc.). With content marketing, your audience is already actively seeking information or services through a Web search. Rather than interrupting them, you are giving them exactly what they want, when they want it.
There is no question as to whether your target audience is searching for your remodeling services online. They are. The question is whether they’ll find you or your competitors. Since 90 percent of search engines users never even surf past the first page of search results, ranking for a large number of keywords related to the services you offer (remodeling company, kitchen remodeling, bathroom remodeling, etc.) is critical for getting organic search traffic to your website.
In order to rank higher in search results, you need to create relevant website content and then promote that content.
One of our clients—a custom home builder in Northern Virginia—is a great example of this. The company understood that a lot of their potential clients were looking for their services online, but they weren’t ranking for keywords related to these services. With all of their marketing dollars dedicated to print advertising, they weren’t receiving business leads from the Web—largely due to their minimal online presence.
With Blue Corona’s content marketing and SEO services, the client was able to drastically increase their number one rankings, as well see a 133 percent increase in non-branded organic traffic in just a year’s time.
You think that’s good? Then I’ve got a real doozy for you. Check this out:
Another one of our clients, a custom kitchen designer in Maryland, saw a 1,728 percent increase in non-branded organic traffic visits.
Pay Per Click (PPC) for Remodelers
In a competitive industry like remodeling, we highly recommend investing in both SEO and PPC. Think of the Web as real estate – you want to cost-effectively maximize as many listings on the first page of search results as possible. If you have both a paid listing and an organic listing on the first page of search results for a given query, you reduce the likelihood that any of your competitors will win the click for that query.
A few other things worth noting is that the yellow box where Google displays its paid ads is getting lighter—this means more people are clicking on paid listings without even realizing it! If you’re not investing in PPC, you’re basically giving those clicks to your competitors. For remodelers, this is a pretty big deal. We’re talking about a potential thousand or multi-thousand dollar remodeling job!
Another thing worth noting? Google constantly changes the algorithm it uses to rank websites in search results. In one of the recent updates, Google stated it won’t allow one website to have multiple organic listings on the first page of search results. In order to get more than one listing on the first page of Google, you’ll need to invest in both SEO and PPC.
If you own a remodeling company, you know that the buying cycle for individuals looking for your services is probably longer than those looking for other home services. A kitchen, bathroom, or other home renovation is quite the investment, and most users probably aren’t willing to make a purchasing decision upon first visit. Instead, they’ll go pin some more dream kitchens on Pinterest, Houzz, or Zillow Digs, make a grilled cheese sandwich, watch an entire series of a show they didn’t even know they were interested in on Netflix, log on to Facebook, etc. etc. etc. With remarketing, you can remind these qualified visitors that they’re still looking for the kitchen of their dreams, and that you’re the remodeling company that can help them get it.
In case you’re unaware, remarketing (also known as retargeting), allows you to show your ad to users who’ve previously visited your website as they browse the Web. Remarketing works similarly to pay per click advertising—by creating a campaign in AdWords. Once you’ve created a campaign and users visit your website, Google will install a cookie on their browsers—allowing Google to follow those users around the Web and display your advertisement on sites that permit Google AdWords.
One final benefit of remarketing for remodeling companies? The cost per click is typically lower than other search network campaigns. Because remodeling jobs are generally big ticket items, remarketing can be an extremely cost effective way for remodelers to get more qualified leads and sales from the Web.
Email Marketing for Remodelers
Email marketing can be extremely effective for remodelers. Not only can monthly email newsletters with valuable tips and information help build your authority, but they can help drive more traffic to your website and even lead to conversions!
In a blog post titled “Is Email Marketing Worth It,” my coworker Alanna referenced one of her remodeling clients who received 368 additional visitors from their newsletter in a six month timespan:
It drove more visits than even Pinterest (which says a lot for a home remodeling company). Eight of those were visits with conversions. Plus, a visit from your newsletter is most likely a person who is already interested in your products/services and is, therefore, more likely to turn into a sale.
Want More Online Marketing Tips for Your Remodeling Company?
Just like I promised at the beginning, if you want more tips for how to increase your online visibility and get more leads and sales from the Web, fill out the form below and I’ll mail you a free copy of our book, The Remodeler’s Web Marketing Blueprint.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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