4 Remodeler Marketing Mistakes to Avoid in 2020

Are you ready to get real about the marketing mistakes your remodeling business made this year? One of the best ways to grow is to learn from your mistakes and vow to do better in the future. We surveyed remodelers from across the U.S. and Canada in Builder Funnel’s inaugural State of Remodeler Marketing Report and uncovered some mistakes remodelers were making and how to fix them to grow sales and boost your marketing in 2020. 

Remodeler Marketing Priorities

In 2019, the majority of remodelers surveyed prioritized converting leads to customers. However, almost half of those remodelers said their biggest marketing challenge was generating traffic and leads. While converting leads to customers is an important aspect of any business, remodelers struggled to obtain leads in 2019, and also didn’t make converting leads to customers a goal.

In 2020, focus your marketing efforts on the areas that generate leads and close sales. For many of the remodelers we work with, lead generation often come from premium content offers such as design guides or cost reports. Once you have a lead in your database, you can keep in contact and nurture them to the purchase phase by providing additional information, building trust, and helping lead them through their remodeling journey.

ROI & Analytics

In 2019, more than half of remodelers surveyed couldn’t calculate their marketing return on investment (ROI) or didn’t know which form of marketing gave them a higher ROI. This is causing remodelers to lose out on money and leads by not monitoring the ROI of their marketing efforts. If a tactic isn’t working, it’s important to change it to perform better or remove it from the marketing set, reallocating that part of the budget and time to an area that is doing well.

In 2020, invest in your marketing and your business by installing marketing analytics software. Once you can see the data, check the numbers weekly to see if anything needs to be tweaked. Take deeper dives monthly to see what’s working for your business and what’s not. By implementing these suggestions, your remodeling company will start to generate leads and customers more efficiently.

Remodeler Marketing Content & Strategy

In 2019, remodelers said that growing SEO and organic presence was a top priority. It’s  commonplace for consumers to take to the internet to do 90 percent of their research and decision making. However, this becomes a mistake when remodelers don’t take the extra step to boost their websites. Almost half of remodelers said their company never blogs, which is an important traffic driver and website booster.

In 2020, continue to focus your efforts on SEO and organic presence, but also consider more content creation for your website. We generally see content-heavy websites perform better in terms of website visits and leads, because with more options drawing people to your website, there are more opportunities for your content to be seen and for visitors to convert. Add blogs, videos, FAQs, process explainers, timelines, and any other pieces of content users would find helpful.

Sales & Leads

In 2019, more than half of remodelers said qualifying leads was their top sales challenge. It’s understandable that this is a challenge, especially while television shows on HGTV make remodeling seem like a fun, easy, and cheap process. Qualifying leads doesn’t have to be a long process or even a difficult one.

In 2020, let your leads self-qualify. Knowledge is power and your prospective customers want to learn more about the process before they begin. Why waste your own time by disqualifying leads after they’ve already reached out? Educate your consumers on the points that will help them self-qualify before they even get to you. Give consumers a range of what they can expect to pay for a remodel. Tell them the types of projects you complete. Show them what your timeline for remodeling projects typically is. All of this information can be given on your website — and ultimately saves time for you and for your prospect.

Creating Your 2020 Marketing Plan

We all make mistakes, but true failure comes when we don’t learn from our mistakes and instead continue to make the same ones. If your remodeling business is making any of these mistakes, consider the points above and work on a better system for 2020. For more stats and takeaways your business can use in the coming year, download the full 2019 State of Remodeler Marketing Report.

Put Pricing on Your Remodeling Website for Better Leads

I tell any remodeling business owner to put pricing on their website, either directly or through a lead capture — a user entering their email address to access the information. More often than not, I get a shocked response, followed by one of these types of objections:

  • I can’t just put my pricing out there because then my competitors can see it and undercut me!
  • What if people can’t afford my services or don’t want to pay it when they see the price before even talking to me?”
  • I have to know more about their project because my pricing depends on what they want.

None of these objections matter to your prospects. At the end of the day, they just want to find out if they’re financially qualified to hire you.

Why you should put pricing on your website:

  1. The internet has given buyers power, and 60 percent of them want to know about cost right off the bat.
  2. Your competitors are scared to show pricing, too, so get ahead of them.
  3. The ranking potential for content surrounding cost is buried treasure.
  4. You’ll increase traffic on your other pages too and built momentum for your entire site.
  5. If someone can’t afford you, they won’t call — you’ll save time to devote to others. 

Being completely transparent about your project pricing ranges is difficult but worth it. Providing prospects with the information they’re looking for, like cost, can grow your business.

Answering Common Objections

“If I put my pricing on my site, my competitors can go look at it and undercut me.” This is true to some degree. Your competitors will do some competitive research, especially when expanding their service area or offering new remodeling services. But your primary focus: is providing value through your services. Competing on price alone is a hard game, but adding value to homeowners comes in a variety of ways.

You have two types of competitors: those who disclose pricing and those who don’t. Ninety percent of searchers haven’t made up their minds about a brand before starting their search, so you have ample opportunity to capture and nurture leads by providing them with answers to their top-of-mind questions.

Sixty-two percent of those searching consult a search engine for more information, while 29 percent want to talk to a salesperson. Businesses that are transparent about their pricing on their website are keeping leads in the funnel because they can complete more of their research and request a personalized estimate based on the pricing figures without having to talk to anyone first. If you get ahead of your competitors by talking about your costs first, you have the opportunity to increase the number of leads you generate — you’re the one providing prospects the answers to the questions they are researching online.

“What if they don’t want to talk to me after seeing how much it will cost?” Talking about cost is a qualifying tool, as at least half of those prospects are not truly qualified leads and 50 percent of those deals are lost because of budget. Your sales team should re-evaluate their expectations and sales goals to align with the reality that not every prospect will choose you. The sooner prospects know the information that matters most (which is most often price), the sooner they can dialogue with companies who fit their budget.

“I have to know more about their project because my pricing depends on what they want.” True, and that provides a value to remodeling prospects. Your services are tailored to their needs. You can provide them added value by giving them an idea of what their dream kitchen or bathroom remodel might cost. There are several ways you could do this:

  1. Provide price ranges: When you talk to a homeowner in person and they ask about costs, you likely give them a range. Simply do the same thing on your website or downloadable cost guide. For example, “You can expect a powder room renovation to cost between $7,000 and $15,000.”
  2. Share specific examples: Prepare “case studies” of some of your best projects outlining what all you did and how much it cost. For example, “This gutted kitchen remodel with new layout planning and top grade finishes cost the homeowner $76,500.”
  3. Create a Remodeling Cost Calculator: Something as simple as a cell value dependent spreadsheet will work to provide prospects with content to engage with and answers to their top-of-mind questions. Plus, you are capturing more organic searchers from high value cost calculator search queries. 

Who’s Searching and How Often?

VERY often. And if you write quality content on the topic of cost before your competitors do, you can outrank them in the top search results.

Further, adding location-based keyword targeting to your content strategy will help your site rank even higher for search queries by users in your specific area. For example, “Kitchen Remodel Colorado Springs” has an average of 300 monthly searches and is very easy to rank for based on the current content landscape.

The Snowball Effect of Website Traffic

I’ve noticed a trend among businesses that talk about cost on their website: the traffic gains are not isolated. Their cost page gain traffic, and the other pages on their site gather additional traffic. 

This is primarily because Google likes to send traffic to websites that people like to be on. The more times your website is landed on and the more pages a user visits in their sessions there, the more Google will want to send traffic to your site, therefore increasing your organic ranking potential. 

The “more, more, and more” continues to snowball as you optimize your website pages and publish new content, thereby building constant momentum month after month.

You can learn more about how one remodeling company boosted their revenue by putting costs on their website here: https://marketing.builderfunnel.com/remodeing-cost-case-study.






See Builder Funnel at Summit in Orlando

Builder Funnel is not only one of our valued Annual Sponsors, they will join other great exhibitors at the Annual Remodelers Summit in September. So while you are networking and learning from some of the industry’s finest, make sure to check out these great companies!

[Podcast] Episode 40: Website Best Practices with Mark Harari

Your website could be the first time a prospective client encounters your remodeling business. What they find there may get you the job or send them off into the ether, never to be seen again.

In this episode, Victoria grills our own Mark Harari on how to make a remodeler’s website into a lead-generating machine. Mark’s fresh off his engagement at CoCon‘18 in San Diego, where he presented his popular seminar “Website Punchlist: A Live Blue-Tape Experience.” 

Mark’s the chief marketing officer and vice-president of Remodelers Advantage, and the president of our sister company R/A Marketing. He’s an award-winning marketer with 20 years’ experience (18 years in construction), and specializes in translating strategic vision to tactical execution. He’s also the facilitator of the R/A Marketing Roundtables groups, which bring together top marketing pros from across the US and Canada.

To design an effective website, you have to determine its purpose. Some remodelers only want their sites to act as an online brochures — they send prospects to it. Mark makes the case that all remodelers, though, should have a lead-generating website — one that searchers find themselves. Then, you have to get actionable information out of them. Mark explains what works in marketing, especially digital marketing, including:

  • Why an email address is the most important information to get, and the easiest to get
  • How to integrate offline marketing and advertising with your online efforts
  • What a call to action is
  • Why growing your email list adds value to your company
  • How capturing leads future-proofs your business
  • The top technical mistakes in website design
  • Why you should make your photos searchable
  • Where not to put your social media icons
  • And a whole lot more…

Including just what a lead magnet is, and how to use it. Want to learn more about lead magnets? Get The Remodeler’s Guide to Lead Generation, which is not only a fantastic resource for getting more business, it’s a great example of a lead magnet, its landing page and the kind of information-gathering form that will convert. It’s all so incredibly meta, as the kids say.

Click Here to Listen to Episode 40 >>


Want Mark to look at your website?

If you’d like to submit your own website for a live blue-tape walkthrough, will be presenting his popular seminar during our Extreme Makeover: Business Edition, Jan. 29-30, 2019, in Baltimore.

[Podcast] Episode 36: How to Make Your Photo Gallery a Lead-Generating Powerhouse with Tanya Bamford

One of the most powerful sales tools your remodeling company has often lies fallow on your website — your project photo galleries. With a little creativity, those photos can be transformed into compelling client success stories. This will boost your organic search rankings, super-charge lead generation, and result in more sales.

The power of storytelling, and a few tricks, can make all the difference.

In this episode, Tanya Bamford shares her insights about connecting all the dots to make the most of your online marketing efforts.

Tanya is the managing director of R/A Marketing Inc., our new sister company serving the needs of the remodeling industry. Tanya has been helping remodeling companies prosper for the better part of the last decade as the owner of a boutique marketing firm in southeastern Pennsylvania. Her work for two Remodelers Advantage members first brought Tanya to our attention.

Your galleries are fallow — to borrow a farming term — because they’re not particularly productive, but hold immense potential. They are the basis for telling a story from your clients’ perspectives, which are more compelling to prospects than technical details. You need to find the “why,” says Tanya. “You removed a wall and added a load-bearing beam, but you need to tell why that mattered to the client,” she says. Other ways to make your galleries work for you include:

  • Using the photos to tell a story on your blog and social channels
  • How to tag photos for better search engine rankings
  • Why the size of the photo also matters
  • What photos to take
  • And more…

Online marketing is getting more complicated all the time. Using the photo content you already have — in the right ways — can turn your website into a lead-generating machine.

Click Here to Listen to Episode 36 >>