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.

Understanding Social Media for Your Remodeling Business

If you’re not using Facebook, your customers won’t find you.

You don’t have a Twitter account for your business?  How do you even get by?

You have to be on Houzz and Pinterest, or your business will decline.

Sound familiar?

Yes, these channels are important to your remodeling business but not just because they are super popular, and there are millions of people on them.  Here’s why social media is worth investing in for the long-term.

Social Proof and Reviews

People today read reviews.  They want to follow a crowd.  They don’t want to take risks.  It’s your job to eliminate the risk of working with you, and it’s your job to showcase reviews of past customers.  If you do this, your social media profiles can be some of your best sales people.  Don’t think it applies to remodeling?  Think again.

Your customers are using Facebook and other channels to recommend local businesses like yours.

Spencer 1

Go Where Your Audience Is

There’s a great story I heard somewhere that drives this point home.  A family was going fishing, but they were pretty new to the whole fishing thing.  They threw out their lines at this fish hatchery and didn’t have much luck.  They wasted a few hours trying to figure out the right bait, etc.  Then, they decided to move over to where the pipe was where thousands of fish were being dumped into the lake.  They caught dozens of fish in about 20 minutes.

Moral of the story: go where the fish are.

Social media is where your fish are as remodelers.  You need to be on social media.

  • Facebook Users: 1.4 Billion
  • Twitter Users: 316 Million
  • LinkedIn Users: 97 Million
  • Houzz Users: 35 Million
  • Pinterest Users: 100 Million
  • Instagram Users: 300 Million
  • Google+ Users: 300 Million

Customer Research

Social media is an amazing tool to do customer research.  You can go to Facebook, Twitter, Reddit, Houzz, and Pinterest and look at what your audience is saying.  For example, if you go to Houzz, start reading comments that people are leaving on photos.  And not just your own photos.  Look at everything.  You’ll get golden nuggets of information that you can apply to your process, your designs, and your finished product.

Let’s look at this interaction here from a random photo I found on Houzz.

Spencer2

————–

Instantly, you know people like the flooring, the light fixtures, and the cabinet knobs.  You can see where people are zeroing in on.  What aspects of this kitchen are important to them?  What elements get them excited?  Then, you can weave that into your own website, both in the photos you use and the copy on your content pages.  You can talk about these items on your blog. Then, you can write tons of blog content based on actual questions people are asking.

Think about it.  If someone is asking a question on Houzz, don’t you think there are hundreds or thousands more asking that same question on Google?  And if you had a blog post that answered that question, you could be getting found on Google by all those people.

Now social media is starting to get more exciting!  We’re getting real feedback, real desires, and real goals from prospects.

Even after all of this; part of you still wants to track ROI on social media

I’m a numbers guy.  I like statistics.  I like data.  If you’re like me, the intangibles of social media (listening, being a part of the community, interacting with prospects, sharing company information, sharing helpful content) sometimes don’t feel like enough.  I want actual dollars.

Here are some statistics on the ROI of social media:

  • 50% of brands source increased sales and revenue to social media
  • 73% of consumers are likely to buy from a brand that responds to them on social media
  • 78% of people say a companies’ social media posts influence their purchasing decisions
  • Social media has a 100% higher lead-to-close rate than outbound methods
  • Social media drives nearly 5% of all leads for small-to-medium sized businesses

For me, these numbers make the difference.  Social media is critical for growing businesses.  If you’re happy just getting referrals and keeping your business where it is, maybe you don’t need social media.

However, if you’re looking to grow, which I’m assuming you are since you’re a Remodeler’s Advantage member, you need to be participating on social channels.

I know what you’re thinking.  How do I track this stuff?

If you aren’t tracking leads and customers you’re getting from social media; you don’t have the right tools in place.  A good marketing automation platform will give you this data.  I talk more about these tools over here.

 Last, but not least

Sometimes, you’ll even get direct requests for business right from social media.  Here’s a great example of someone wanting to make a purchase and asking for a phone call.

Spencer3

Social media is extremely powerful, but only if you’re using it to its maximum potential.


Repetition: the Mother of Branding

length 2:48 (not including bonus content)

There are many factors to consider when deciding how to allocate your marketing budget. What is my goal with this campaign? Which channels should I use? What is it going to cost? What is the expected return on that investment . . . the list goes on.

One important metric that often enters these discussions (especially when it comes to branding) is the cost per impression. That’s because the most important thing about Branding is repetition. You want to get your brand in front of as many people as possible, as many times as you can.

In this week’s episode, I’ll discuss the impact of repetition marketing and one of the lowest cost ways to pull it off.

What about you?

Please share what has been working for you and what hasn’t done so well.  I love hearing from R.A. Nation!!


Branding Screenshot

Brand Awareness: How to Turn 77 Cents into Leads!

length 4:24 (not including bonus content)

Have you ever wondered how you could stretch your marketing dollars? Did you sometimes think that there had to be a lead generation tactic that you were missing?

You may have been hearing a lot about mobile advertising lately, and I agree that mobile is the future. But, actually, I had a “different kind of mobile” in mind. So put away your smart phones and join me for today’s 4 minute episode of PowerTips TV (unless of course you’re watching on your phone.)

What do you think?

Please share your “mobile advertising” stories with us in the comment section below! Or post your questions, and we’ll get you an answer!


How to generate leads with vehicle wraps