It’s 2024, and the industry has changed. The economy is different, and the leads are not pouring in as they once were during the pandemic years. Homeowners still want to enhance their living spaces, but they are more discerning. It’s up to you to adjust your home remodeler advertising strategy to remain vibrant in this competitive market.
Top Picks for Home Remodeling Advertising in 2024
When evaluating the best strategies for home remodeling advertising in 2024, it’s crucial to look beyond social media platforms, which I have intentionally excluded from my top picks. Instead, I emphasize smart SEO and content marketing strategies and forming genuine connections to foster long-lasting relationships … and lead generation results.
Table of Contents
Invest in a High-Quality Website
Your website is the showcase of your business, and it’s primary purpose is to generate high-quality leads and create revenue for your business. I often see small businesses focus solely on website design, but the design is only half the equation. Your content is what search engines need to drive traffic to your site.
Focus on User Experience and Navigation
A great website prioritizes user experience (UX), ensuring that visitors can effortlessly navigate through the site. Key elements include a clean layout that guides users intuitively from one section to another, with clearly defined menus and easy-to-find information.
- Fast loading times are essential, as users are quick to abandon sites that keep them waiting.
- Responsive design (i.e., mobile-friendly) is also critical; your website must function seamlessly across various devices, from desktops to smartphones and tablets.
- Incorporating engaging visuals and high-quality images not only enhances the aesthetic appeal but also helps illustrate your services more effectively.
- Clear calls-to-action (CTAs) should be strategically placed throughout the website, encouraging users to take the next step, whether requesting a consultation, signing up for a newsletter, or contacting your team directly.
- 💡 PRO TIP: One strategy is to allow people to submit their contact information on your services pages, such as kitchen remodeling, bathroom remodeling or home services. This adjustment may yield great lead generation results because it makes reaching you easier for potential clients. An added bonus is we can track which pages (and services) get more leads.
By focusing on these UX principles, you’ll create a compelling online presence that keeps potential clients engaged and motivated to contact you.
Leverage SEO Strategies to Attract More Traffic
Mastering SEO, or search engine optimization, is key to drawing more eyes to your home remodeling business online. SEO is organic traffic, which is different from paid ads, or PPC (pay-per-click).
Great SEO content serves as the backbone of any successful digital marketing strategy. Producing high-quality content optimized for search engines not only helps your website rank higher in search engine results but also attracts and engages your target audience to draw in qualified leads.
When potential customers search for remodeling services, you want your business to pop up first, right? Here’s how to do it. Focus on the keywords they use. These are the words people type into search engines when looking for services like yours.
Don’t fall into the trap of not using a word because you don’t like it.
A perfect example of a word many in our industry don’t like is “contractor.” Many of my clients don’t like when I use this word in writing because they feel it has a negative connotation and also minimizes what they provide (they are a design-build firm). I understand this feeling because I get the same way when someone calls me a “blogger” or “blog writer” because I provide so much more!
But effective marketing is using your target audiences’ language – the words that they use.
Most don’t google “design-build remodeling firms.” They google “general contractor” or “kitchen contractor.” I see this one a lot when I conduct Google Business Profile audits – remodeling firms shying away from the word contractor while their competitors are embracing it.
Same can be said for location-based keywords, which we use a lot in the industry.
In the example to the right, you’ll see keyword search for “kitchen remodeler northern Virginia.”
The results show that this exact term receives approximately 70 searches a month, and the variations of this search could yield a total of 290 searches.
Now let’s look at another example, this time for “kitchen remodeler Fairfax VA” – which is not only a town in Northern Virginia, but it’s also the name of a county.
This keyword change doubles the searches each month and with the variations, increases the total volume by 110 searches.
In content marketing, it’s our responsibility to use keywords relevant to your business and the terms people are actually using. That’s how we bring in new customers.
Lastly, keep your content fresh, unique, and engaging. Regularly review and update your website pages and blog posts with fresh information. The last thing you want is old content on your site (it won’t get clicked-through much anyway), and regularly updating your content signals to search engines that your site is active. Stick with it. SEO is a long game that takes time, but the payoff is worth it even in the AI era.
Write Project Stories for Local SEO
One effective way for contractors to enhance their local SEO is by writing project stories that highlight their remodeling projects within specific neighborhoods.
These case-study-type narratives not only showcase your expertise and the quality of craftsmanship but also serve to create a connection with the community.
When potential clients see detailed accounts of projects that resemble their own visions, it builds trust and credibility.
Sharing these stories on your website (and social media) can help improve visibility in local searches. They incorporate relevant geographical keywords, making it easier for potential customers in those neighborhoods to find you.
To continue with my Northern Virginia example from above, a remodeling firm in the Washington DC area (affectionately called Northern Virginia) does a kitchen remodeling project in Reston. In this instance, you’d use the keyphrase “kitchen remodeling Reston VA” for this customer success story.*
This marketing tactic should drive traffic to your site for those searching for kitchen remodeling in Reston, VA.
Additionally, project stories provide an opportunity to engage with local audiences within your service area. By showcasing the unique challenges and solutions in a particular remodeling project, contractors can highlight their problem-solving abilities and dedication to customer satisfaction.
This type of content resonates well with local homeowners who appreciate familiarity and want to feel confident hiring someone who understands their specific community. Ultimately, these compelling narratives not only attract more traffic but can also lead to higher conversion rates, as they effectively convey the contractor’s value to potential clients in the area.
*You may not use this term if you have created a separate landing page for kitchen remodeling services in Reston, VA. This gets a bit complex, but I did want to note this.
Stay In Front of Potential Clients with Email Newsletters
Email marketing isn’t dead; it’s an invaluable tool for keeping in touch with your past, present, and future clients. Email newsletters help with brand awareness and build know, like and trust.
The trick is to make your emails informative and valuable so they’re always welcomed. Always start your newsletter with a welcome message. This is your chance to share a story about what’s happening in your business or a glimpse of your life.
💡 PRO TIP: Welcome messages are there to connect to help people connect with YOU. Don’t overlook the importance of writing a personalized welcome message.
What to share in your newsletter? A recent article you published (with a link), project before-and-after photos, remodeling tips, or special promotions exclusive to your email list.
Remember, this isn’t about bombarding them with emails but building relationships. Keep your messages clear, concise, and focused on how you can help improve their spaces. Email marketing can turn a one-time project into a lifelong client if done right.
Partner with Local Businesses and Suppliers
Partnering with local businesses and suppliers is a smart move. It’s like having a bunch of friends in the business world. You scratch their back; they scratch yours. The idea here is simple but effective.
Get together with businesses close to you, maybe your appliance dealer or the interior designers you work with. When you team up, you both win. You can recommend each other to customers. It’s as straightforward as saying, “Hey, check out Mike’s Appliances.” And Mike will likely say, “Looking for a home remodeler to renovate your kitchen? I know just the person.”
What’s the payoff? More people get to know about your remodeling service without you spending big bucks on ads. Plus, building a good relationship with suppliers can get you discounts or better deals. It’s not just about being friendly; it’s smart business. Word of mouth is a powerful marketing tactic, and this kind of partnership can get people talking.
Think of it as growing your community presence, one handshake at a time.
How to start: Organize a vendor happy hour at a local pub or showroom and ask a few of your trusted partners to invite their trusted partners. Get to know each other and exchange business cards (old school, I know), but the key here is to discuss how business is going. Maybe you bring in a guest speaker. Do this on a bi-monthly or quarterly basis, and over time, this could really pay off – plus you probably will be introduced to other small businesses in your area.
Be committed to staying in touch regularly, not only when you need something. And don’t forget to refer them to your clients; it builds loyalty and strengthens relationships. In the long run, these partnerships can lead to a steady stream of referrals and ultimately help grow your remodeling business.
Offer Virtual Consultations and Tours
In today’s digital age, offering virtual consultations and tours can set your remodeling business apart. Some people still prefer online interactions, so providing this as an option is just another example of making engaging with you easy and comfortable.
Use video calls to meet potential clients, discuss their needs, and show them what you can do. A few of my clients have served military families or clients relocating from out of state this way, but virtual consultations don’t just need to be reserved for those special circumstances. The key here is be flexible and accommodating for those initial meetings.
Highlight your best projects in virtual tours. Make them interactive and engaging. Show before-and-after photos, dive into your process, and showcase your team in action. This will help clients visualize their own projects and trust in your expertise.
Remember, convenience wins customers.
Host Educational Remodeling and Home Improvement Events (Live and Virtual)
Hosting live educational remodeling and home improvement events can significantly enhance your visibility in the community while establishing your authority in the industry. These events offer a unique opportunity to engage directly with potential clients, allowing you to showcase your expertise and demonstrate the quality of your work. Whether held in your showroom, a local community center, or even virtually, these sessions can cover various topics, such as the latest design trends, home maintenance tips, or DIY projects.
Yes, I said it. DIY projects! I saw first-hand how a hardscape company sold dozens of patio installations and retainer wall projects simply by running a DIY clinic.
Homeowners saw how hard and labor-intensive installing these projects the right way truly was, so after attending the clinic, it was easy for them to decide to hire a pro instead. And for those who chose to go the DIY route, the hosting company still made money by selling the materials.
By providing valuable information, you accomplish two thing: educate your audience and position yourself as a trusted resource in the remodeling space.
Encourage participants to ask questions and share their experiences, fostering a sense of community and interaction. Ultimately, these events create lasting impressions, helping to build relationships and driving new business opportunities.
BONUS IDEA: Invite your local business partners to participate in a showcase.
💡 PRO TIP: Do it live if you can! Since the pandemic, too many of us have “burned out” on virtual events. We want to meet people in person!
Start a YouTube Channel or Podcast
In today’s digital landscape, platforms like YouTube and podcasting can significantly boost your home remodeling company’s visibility and engagement with potential clients. These mediums are a great way to share your expertise and create a personal connection with your audience.
YouTube Channel
Video is a hot marketing tactic right now, and having a YouTube channel dedicated to remodeling and home improvement can be a game-changer for your business. You can create content that showcases your renovation projects, provides valuable tips, and shares insights into the remodeling process.
High-quality how-to video tutorials, transformation showcases, and behind-the-scenes snippets can help viewers visualize the possibilities for their own spaces and build trust for your business. It can also cultivate a loyal following and establish your authority in the industry.
💡 PRO TIP: YouTube is a search engine, so optimize your videos with keywords and tags to increase exposure … and use YouTube analytics to measure results.
Podcasting
Similarly, starting a podcast can help you connect with clients on a deeper level. This audio format allows you to delve into various topics related to remodeling, such as design trends, industry news, or interviews with experts and satisfied customers. Listeners appreciate the convenience of consuming content on the go, making podcasts an excellent way to provide valuable information and keep your brand top-of-mind.
With compelling storytelling and valuable insights, your podcast can become an essential resource for homeowners considering renovation projects.
Remember, consistency is key in building an audience for both YouTube channels and podcasts. Stay committed to posting regularly, engaging with your listeners/viewers, and always providing valuable content.
Track Your Results and Adjust Strategies Accordingly
After you’ve implemented your marketing plan, tracking your results is critical. This means keeping an eye on what’s working and what’s not. Not all strategies will hit the mark immediately. Some might start slow and pick up speed later, while others could fizzle out fast.
Use tools like Google Analytics and Google Search Console to monitor your website traffic and engagement. Check which marketing tactics are bringing in leads and which aren’t producing. If you decide to post your videos to YouTube or are podcasting, pay attention to those metrics too.
Don’t hesitate to tweak your marketing ideas or pull the plug if a campaign isn’t working. Marketing is not an exact science and you need to continuously evaluate that data and adjust.
By staying adaptable and embracing innovative marketing strategies, you can elevate your home remodeling business, ensuring that your remodeler advertising efforts are set up for business growth.
Want more personalized guidance? Join the Remodelers Marketing Club, where I’ll help you take control of your marketing and build a strategy that works for your business.
