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.

Sources:

https://research.hubspot.com/charts/what-buyers-want-to-talk-about-in-the-first-sales-call

https://www.weidert.com/whole_brain_marketing_blog/14-statistics-that-make-the-case-for-inbound-marketing

https://www.marcwayshak.com/sales-statistics/

http://community.chorus.ai/blog/deals-at-risk-chorus-ai-s-early-warning-system-helps-you-gain-confidence-in-your-pipeline

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!

Getting the Most from Houzz

As I mentioned in my last post, if you’re serious about leveraging the web to grow your remodeling business, you’ve got to think strategically about your online marketing. In addition to all of the core elements of a good online marketing strategy, growth-oriented remodelers must also create a robust presence on Houzz.

Why Houzz Deserves A Place in Your Online Marketing Strategy

In case you’ve been living on the moon the past five years, Houzz is one of the largest online platforms for homeowners and home professionals alike. It is used by more than 25 million homeowners to get remodeling ideas and connect with a remodeling professional. More than 3 million remodeling professionals use it to showcase their work, attract attention from—and engage with—home owners in their local area.

Unlike other visual sites like Pinterest, Houzz doesn’t just drive traffic; it generates leads from people in your local area. That’s right—in our experience, up to 20% of visits from Houzz to your website convert will convert into leads!

5 Steps to Get More from Houzz

If you’re like most remodelers, you’ve got a profile on Houzz, but there’s more that you can—and should—be doing with it. Here are five tips from the Houzz certified and remodeling marketing experts at Blue Corona:

Step 1: Thoroughly Fill Out Your Profile

Your Houzz profile should contain:

  • Your company name and contact info (obviously)
  • A description of your company, making sure to include your competitor differentiators, service area, and appropriate, descriptive keywords to maximize search visibility
  • Awards, certifications, and professional memberships (NKBA, NARI, etc.)
  • A high-quality profile picture and cover photo (bonus tip: change your profile and cover photo every three months or so to keep things fresh. If you have a Pro+ membership, test out which ones get the most clicks and impressions. Houzz recommends using a photo of you—not your logo—as the profile picture.)
  • A link to your website as well as your other social media sites
  • Three or more positive reviews
  • Projects and ideabooks with plenty of high-quality photos and accurate, keyword rich descriptions

Step 2: Get More Out of the Projects You Post

Let’s elaborate more on those Houzz projects. It’s not enough to upload a few photos of your project and call it a day. When done correctly, these projects have the potential to rank not just in Houzz results, but in Google and other search engine results as well!

houzz project posts

To get the most out of the projects you post, you need to:

  • Add a robust description to each project and photo
  • Add a minimum of 20 keywords to each photo (“contemporary kitchen”, “subway tile backsplash”, etc.)
  • Add multiple photos for each project to increase the likelihood of users adding your photos to their ideabooks
  • Include before pictures if you have them
  • Add product tags where applicable
  • Add geo-specific information to each project to increase the likelihood that users in your service area will see your page (ex: Custom Outdoor Kitchen in Bethesda, MD)
  • Add credits for other contractors you worked with on the project (read why it’s beneficial to tag other professionals on Houzz)

[notification style=”tip” font_size=”13px” closeable=”false”] Did You Know? Houzz will be exhibiting AND speaking at the 2015 Remodelers Summit!  CLICK HERE TO TRY FOR A SEAT!  [/notification]

Step 3: Create Ideabooks

Ideabooks aren’t just for homeowners looking to create their dream homes. As a remodeler, think of Houzz ideabooks like offsite blogs for your business. Use them to answer questions your potential customers might have. Questions like:

What’s the best tile to use in the bathroom?

– or –

How can I maximize storage in a small kitchen?

This is a good SEO opportunity to build links to your website, and of course, make sure to include photos in your ideabooks, too.

Step 4: Respond to Questions

Every so often, I’ll see Houzz users leave comments on a company’s project photo, only to be met with silence. The remodelers who get the most out of Houzz aren’t just posting—they’re engaging.

Companies can also receive inquiries on their projects through messages on Houzz. Definitely make sure to check and respond to these, in addition to any questions you receive.

Step 5: Consider Houzz Pro+

There are a couple of perks to getting this “advanced” Houzz membership, including:

  • Enhanced placement in the pro directory (the first ten spots in the directory are reserved for Pro+ members) and sponsored listings on other results pages:

sponsored listings

  • The ability to choose multiple categories (design build, kitchen & bath, etc.) and service areas
  • Access to the Houzz Pro+ Dashboard with insights on how your profile and photos are performing

houzz dashboard

Conclusion

If you want to grow your remodeling business, you’ve got to maximize your online real estate. Having an established Houzz presence can help you increase your search visibility, drive qualified leads to your website, and promote yourself as an authority in the remodeling industry in your market.

What’s your best Houzz marketing tip? Share it in the comment section below!

 Did You Know? Houzz will be exhibiting AND speaking at the 2015 Remodelers Summit!  CLICK HERE TO TRY FOR A SEAT! 

Getting Your Marketing Houzz in Order

If you’re serious about leveraging the web to grow your business, I challenge you to answer these three questions:

  1. Where do you want to take your business over the next three years?
  2. What’s your online marketing strategy?
  3. How do you measure your progress?

I’m willing to bet you a beer (heck, make it a steak dinner) that you stumbled a bit with question two and three. And, if you’re honest with yourself, you’re probably not very confident in your answers (if you answered them at all). Hardly any business owner I talk to can answer those second two questions—at least not in a clear, direct, or coherent way!

If you fall into this category, you’ve got a major opportunity on your hands.

Thinking Strategically vs. Tactically

The most successful business owners I know take a strategic approach, rather than a tactical approach, to their business AND their online marketing. And if they don’t know what a good online marketing strategy looks like, they engage an expert to give them guidance.

So how exactly does this relate to Houzz?

I can (and will) show you the TACTICS for getting more leads and sales from your Houzz profile. But what will make a bigger impact on your business, in the long run, is incorporating Houzz into a well-prioritized online marketing strategy.

What’s Your Online Marketing Strategy?

Let’s go back to that second question—what’s your online marketing strategy?

Your answer (if you attempted it), might have included the basics. When I say “the basics,” I’m talking about:

  • An optimized, mobile-friendly, high-ranking website with a beautiful, easy-to-use photo gallery and great content that converts more than 5% of visitors into leads.
  • A Facebook page that is updated weekly with lots of unique content and an active community forming around the business (read: raving fans).
  • An email database segmented in such a way that existing clients are given content that is different than prospects that have inquired, but haven’t signed on the dotted line—yet.

A lot of remodelers start working on the basics and get derailed putting out other fires. That’s understandable. That’s life as a small business owner.

However, if you’re really serious about maximizing the web’s potential as a growth engine for your business, your strategy must extend beyond the basics. Since you don’t have limitless amounts of time or money, the key is to prioritize.

Where to Start

In a word, Houzz. Assuming you have the basics above under control, the first place to extend your online presence is Houzz.

Houzz is one of the largest online platforms and communities for homeowners and home professionals. And unlike visual social sites like Pinterest, Houzz (in addition to expanding your brand reach and exposure) actually produces qualified leads!

And I don’t just mean inquiries through the Houzz platform. When we look at the Analytics data for our remodeling clients, their Houzz referral traffic typically:

  • Is one of their top 10 sources of referral traffic
  • Has a low bounce rate
  • Has a high average number of pages per session and average session duration
  • Converts at a high rate for traffic in their service area (upwards of 17%!)

Creating a Houzz Strategy

To get the most out of Houzz, you’re going to need to do more than just sign up for a profile and toss a few photos on there every now and then. You need:

A SMART Goal

What do you hope to get out of your Houzz marketing? Make sure your goal is specific, measurable, attainable, relevant, and time-bound. For example, “I want to increase my Houzz referral traffic by 100% by September 2015” or “I want to get 40 leads from Houzz by the end of the year.”

A Plan to Get You to Your Goal

How are you going to achieve your goal? Write out a 3 to 5-point plan. It might look something like this:

  1. Post two Houzz projects every month
  2. Post one Houzz ideabook each week
  3. Send three emails to previous clients each month requesting Houzz reviews

A Way to Track Your Progress

If you’ve set a goal that’s SMART, it shouldn’t be hard to track your progress (that’s the M part of SMART!). Whatever you do, make sure you don’t skip this step.

If you execute your plan and don’t reach your goal, try something else out. Could it be you just got the dosage wrong? Do you need to post four projects every month instead of two?

Continuously track, test, tweak, and repeat!

Stayed Tuned for Our Next Houzz Post

Now that I’ve got you thinking strategically, check out my next post where I give you a best practices guide for generating more business from Houzz.