6 Effective Strategies for Kitchen Remodeling Leads

6 Effective Strategies for Kitchen Remodeling Leads

Remodeling companies face a big challenge when it comes to getting qualified leads. Most remodelers have tried all kinds of marketing, from digital to direct mail. Some strategies work, some don’t. Established companies often get most of the leads, while the rest of us try to fit in where we can.

There are so many ways to find new leads, from word-of-mouth to paid leads, the multitude of strategies can easily be overwhelming. The real question isn’t how to find new leads, but what actions will give you the best return on your money (ROI). Your time and money are the two most important things to think about. And I bet you don’t want just any lead, do you? You don’t want to work with people who don’t value your expertise and are uninteresting in investing in quality work. Instead, you want to work with clients who have bigger jobs, are more likely to come back for additional work, and follow your lead.

Kitchen remodeling leads are abundant online. Are you focusing on the right efforts to get your company in front of these leads?

There are plenty of strategies you can use to increase the number of kitchen remodeling leads you to receive. Check out our top five tactics and get ready to start answering a lot of phone calls.

1. Rank in the Google Local Pack

What is the local pack?

The Local Pack is a subsection of Google’s search results that displays local businesses relevant to your inquiry. Google will provide three local companies that may be able to answer your question if your search has a local purpose.

 

Some time back, the 7-pack was the common name for this subsection since it included information on seven of the area’s most well-known establishments. Google adapted to the rise in mobile searches by reducing the number of results in the 7-Pack to three and making other adjustments to how local searches are ranked. The 3-Pack will now always be shown in local business searches, whether done on a desktop computer or mobile device.

 

Google has only lately begun testing a “paid space” in their coveted 3-Pack. For certain queries, Google may replace one of the top three organic results in a local pack with a paid advertisement, reducing the number of organic results to two. Even now, opinions are divided on whether or not this was the best decision on Google’s behalf.

 

Google’s algorithm takes into account proximity, popularity, and relevance to conclude that these are the most relevant results to include in this listing.

 

The Local Pack pops out on the page, instantly drawing the searcher’s attention and remaining memorable. Consequently, it may increase brand exposure, sales, and foot traffic.

 

Why is it important?

ThinkWithGoogle found that 50% of people who perform a local search on their smartphones end up visiting a business within 24 hours, with 18% of those people ultimately making a purchase. Searches with the phrase “near me” have surged 34 times since 2011, with the majority coming from mobile devices.

 

What does this imply for you, then? When doing a local search, the local pack is where you want your small firm to appear. Your company will thrive if you get high rankings for the “holy grail” of Google search.

 

The Local Pack offers numerous benefits. For starters, it will improve search engine rankings and attract more people to your site. The impact of your presence on a listing site may be so profound that your relatively smaller company may eventually overtake major chains located in the same region. This is because Google aims to provide searchers with a positive experience by prioritizing truly local results, and it considers these sites as an excellent way of determining that.

 

Your company will profit from increased foot traffic, new buyers, and sales thanks to these online features. People rarely scroll beyond the first page of search results, and the 3-Pack dominates that first page in local searches. Since 78% of these local-mobile searches lead to offline transactions, every local search query in your region has the potential to bring in new customers and more income.

 

How can I rank?

Start by ensuring that you’ve filled in all your company information and that it is accurate. Also, provide a listing and description of all the services that your company offers. The rest of the process involves:

 

Increase Customer Feedback

Google Maps continues to value reviews as one of the most significant ranking factors. Reviews significantly boost customer satisfaction. They aid in establishing social proof, managing client expectations, and even marketing your offerings before meeting the customer.

 

Considering that 82% of customers read online feedback on local companies, every company owner must recognize the significance and influence of reviews. Google recognizes that customers want to read reviews before visiting a shop or committing to a business. Due to this, they have significantly incorporated reviews into their algorithm.

 

Remember that the “review factor” is not only a statistic of who has the most reviews. This is obviously a part of the equation, but Google also considers many other factors, such as:

  • Whether or not the star rating is accompanied by comments.
  • Critiquing vocabulary used to write the review.
  • Consensus Opinion from All Reviews.
  • The consistency of the feedback.
  • The company’s overall star rating.

 

Training your staff to get customer feedback is essential for business owners. In order to make the posting of reviews a routine occurrence, it is necessary to establish systems and procedures to facilitate this activity.

 

Establish Local Links

Even now, Google still uses links as a major component in its ranking algorithm (both in organic ranking and in Google Maps). Even more so, if you want to be seen on Google Maps, you need to focus on establishing local links.

 

Making use of your existing network in the area is a great place to start when establishing local connections. Consider organizations and businesses that you collaborate with, ones that you contribute to, and those that may be considered “shoulder niche.”

 

If you want to maximize your chances of success, focus first on companies you have some familiarity with. A testimonial, written or recorded, may be offered in return for a link, or the two of you could work together to develop content that appeals to both of your audiences.

 

Remove Spam on the Map

This last one is more of a strategy than a true optimization. This strategy is effective because, in contrast to other tactics, the objective is not to outperform the competition but rather to eliminate those businesses cheating their way in order to boost their search engine results. The process involves scrolling through the higher-ranked businesses to identify any fake information. Some companies post fake reviews, websites, and even addresses. Next, you can remove these businesses using the “suggest an edit feature” or issue a complaint.

2. Leverage popular business listings directories

Promoting a kitchen remodeling business isn’t easy these days.

 

It’s all too easy to think that no one will find your business in the local search results, whether it’s because of a saturated market or challenging search engine algorithms.

 

Fortunately, there is a simple technique to raise your local SEO. All you need to do is submit a listing for your company to web directories like Yellow Pages, Manta, and others. Building citations is what is referred to as and is an essential component of a local marketing plan.

 

What is a business directory?

An online listing of companies in a specific industry, region, or category is known as a business directory. Inclusion in business directories is one method local businesses can be found by web searchers.

 

By adding your local company’ NAP (Name, Address, Phone Number) to directories, online business listing sites, and citation sites, you can increase visibility. These can boost your local SEO in addition to your search engine rankings since the listings typically link back to your website.

 

Which business directories will move the needle for you?

  • Houzz
    • Houzz contributes to the home remodeling marketing efforts of professionals seeking to generate more leads. When homeowners click on a picture on Houzz, they are sent immediately to the profile of the relevant professional, where they can read reviews, watch videos, and get in touch with them by phone or email.
  • Yelp 
    • Millions of people use Yelp daily to help them decide where to spend their money, and many companies, whether or not they advertise on Yelp, get exposed to new customers as a result. In order to reach clients who may not have found them otherwise, over 100,000 of these companies have opted to advertise on Yelp.
  • Thumbtack
    • Thumbtack Pro users looking for home improvement contractors or other service providers may narrow their search by entering their ZIP code. It’s a directory containing information, user reviews, and pictures of local service providers, much like Yelp. Contrary to Yelp, however, Thumbtack doesn’t reveal your contact info. Clients can opt to contact you through the site, after which you’ll be charged for every lead.
  • Angi (formally Angie’s List)
    • Angi is an online directory that links customers with local home service providers ranging from builders and landscapers to house cleaners. With over 6 million monthly visits, Angi may be an excellent method to boost your company’s online exposure, create leads, and get new customers.
  • Home Advisor 
    • There are many great resources available on HomeAdvisor to assist with home renovations and remodels. One of them is a simplified approach to help consumers locate the most qualified service contractor or expert for their specific project. The company’s main goals are homeowner lead generation and the distribution of peer-based suggestions and reviews. Homeowners and property owners can use the service to research typical prices for their projects and choose reliable, prescreened service providers in their area. The site also facilitates online appointment booking.
  • Facebook
    • Promote your remodeling or renovation business on Facebook and reach the people most likely to be interested in what you have to offer. In terms of return on investment (ROI), these advertisements might be more productive in driving traffic and generating leads at a lower cost. You may update your audience about your work, your website’s blog posts, and other information related to home improvement. It’s, however, advisable to post only a sneak peek of this information on Facebook to entice your readers to visit your website for more details.

3. Setup, run, and optimize Google Ad / Local Service Ad campaigns

What are Google Ads?

With Google Ads, you can put ads for your kitchen remodeling business in Google’s search results for a fee.

 

Local Service Ads, or LSAs, are a type of Google ad that only businesses that offer local services can use. Google Ads and Local Service Ads give kitchen remodeling companies the best return on investment (ROI) because they bring in high-quality leads for less money per lead. They are a good way to make your website more visible in search results and get leads from people looking for remodeling services.

 

Local Service Ads are made to get leads from potential customers in your service area. If someone searches for a keyword related to your business, your LSA could show up in the search results. If someone clicks on your ad, they will be taken to a lead form where they can enter their contact information.

 

You only pay for Local Service Ads leads when someone fills out the lead form and gives you their contact information. This makes LSAs a good way to find potential customers who are interested in your services at a low cost.

Follow the direction below to get start your first Google Ad campaign:

 

1. Sign up for Google Ads.

Visit the Google Ads website and sign up for an account before you can do anything else.

 

When you sign up for a Google Ads account, Google will walk you through the steps of making your first campaign, so have your financial information ready. Google gets a fee for each click, so when you set up your account, you’ll need to give your bank information.

 

2. Set goals for your campaign.

Choose one of these three types of goals:

 

  • Get more calls (our recommendation for kitchen remodelers)
  • Get more sales or signups on your site
  • Get more people to come to your place of business.

 

This goal will be tied to your advertising campaign, so choose the one that best describes the results you want to see.

 

3. Fill out the section “Describe your business.”

Google will then ask you for important information that “describes your business,” such as your business name and website. This information helps you figure out who will see your ad and is also used to make the ad itself.

 

4. Setup geo-targeting

This is critical for kitchen remodeling companies. Our qualified leads are focused in a specific geographic area and we need to ensure our spend is focused on that area.

 

5. Target keyword themes

Google will figure out different themes based on the content of your website. You can use their suggestions for keywords as a starting point for your campaign and then change them to fit your needs.

 

When you choose the keywords you want your ad to show up for, keep in mind that you will be competing with many other companies for the same audience. Take some time to think of keywords that people who are ready to buy will use to find you.

 

For example, instead of “home improvement,” you could use a keyword like “luxury kitchen remodeler” in your PPC ad.

 

You can also save a lot of money on clicks by using negative keywords. These tell Google what it shouldn’t show your ad for. Use this to remove specific types of projects that you do not want to do such as “kitchen flooring.”

 

6. Write up your ad.

The copy you use is what will convince potential buyers to click. Yes, you want a lot of people to come, but you also want them to buy. Even if no one buys, you still have to pay.

 

In this section, you set up your first ad’s headlines and meta descriptions (s). Note that you can set up more than one ad in a single campaign, but Google only gives you one to start with.

 

There are three things to think about when making an ad:

 

Headline: Interface for writing your Google ad that shows the destination URL Headline:

 

Description: How will your product make your customers’ lives better? In the second description, you can use a feature to your advantage.

 

URL: We recommend using dedicated landing pages for your Google Ads. Directing them to your homepage is not as effective as a landing page designed to convert into a call.

 

7. Set your ad budget.

We have found the minimum effective spend for remodeling companies in more populated cities is $1000 / month and for those in more rurals areas is $750 / month.

 

8. Fill out the section “Budget and review.”

In this section, you’ll look over the settings for your campaign. It’s best to check the following twice:

 

  • Your daily budget
  • Your budget every month
  • How many people you’ll reach with that budget
  • The clicks you should expect based on the impressions

 

9. Set up billing.

Google charges per click, so it needs to know how you plan to pay when you set up your Google Ads account

 

10.  Hit Submit.

You’ve set up your first Google Ads campaign by doing this.

 

Besides making sure everything is set up right, you’ll also want to test your results often with A/B tests. Change the headlines and new landing pages. The optimization process is never-ending.

4. Optimize your website for lead conversion

To boost website traffic and conversions, you must ensure that your website is mobile-friendly. According to a research done by Zenith Media, American individuals spent approximately 3 hours and 30 minutes per day using a mobile device to conduct internet searches in 2019, and this time is anticipated to climb to nearly 4 hours by 2021. This implies that if your website is not optimized for mobile devices, you might be losing a substantial amount of business.

 

You should also prioritize optimizing the loading speed of your website. The typical load time for a mobile website is approximately 19 seconds, however you should aim for a load time of 3 seconds or less. You can use Google’s PageSpeed Insights tool to test the speed of your website and obtain suggestions for improving it.

 

In addition, your website should be adaptable and adapt to different screen sizes. Investing in a new website may be necessary if you have an outdated one. A responsive website is worth the money because it will help your remodeling business get more leads and sales.

 

On your website, you should optimize features such as reviews, certificates, forms, and click-to-call buttons. These aspects will make it simple for potential clients to locate the information they require and contact you to schedule an appointment.

 

You can use Google’s Mobile-Friendly Test to ensure that your website is mobile-friendly. This free tool will evaluate your website’s performance on mobile devices. The evaluation will also provide you with specific recommendations for optimizing your website for mobile users.

 

Remodeling a home is an emotionally charged endeavor, therefore visuals are crucial. Images of your finest projects can have a significant impression on prospective clients. 

 

Ensure that you take high-quality photographs of every completed project. You should also construct a portfolio of your finest work to feature on your website and social media profiles. You may also utilize images to generate marketing materials such as postcards and flyers. Any video displayed on your website will encourage visitors to choose you over your competitors, particularly if the film is innovative and showcases an intriguing component of the project.

5. Invest in strong business partnerships

Joining forces with suppliers can help remodelers generate leads. Whether it’s more prominent brands like Menard’s and Home Depot or smaller subcontractors – this strategy can give kitchen remodelers a leg up on competitors. Suppliers reel in hoards of customers every day, looking for home improvement solutions. You can be sure that some, if not most of them, don’t exactly know how to fix their problems. If you can get these suppliers to at least mention your name to prospective customers, then you’re in business!

 

You might look for other referral partners, such as real estate agents and land developers, who might be able to toss you some leads from clients. The more extensively you can grow your network, the better chance you have of acquiring supplemental leads. To achieve this, you’ll first need to be referrable. You will get referrals by dedicating yourself to providing exceptional service to your clients. When 95% of your customers are happy, they are more likely to recommend you to others. You can also explore implementing a reward system for every referral to motivate others to market your business.

6. Partner with a team of kitchen remodeling marketing experts

The correct marketing firm may save you endless resources, maximize your return on investment, and catapult your business’s revenue.

 

With a specialist agency, you gain not only from the skill set of each individual, but also from the team’s combined expertise with remodeling clients. Regardless of your objectives or desired method of collaboration, an agency will have had a similar experience in the past.

 

That does not imply that your brand is not unique. Previous experience only permits a company to bypass the learning curve. A good marketing firm has direct experience, but in-house marketing teams must spend valuable time researching alternative techniques and locating reports on how they have performed for other organizations.

 

A marketing agency has observed what is effective and ineffective for kitchen remodeling companies. They can assist you avoid problems for new campaigns and provide continuous insights into the digital landscape based on the daily client results they observe. Even if you are a large firm with an established marketing department, digital marketing agency services can help and excite your marketing staff by providing an outside perspective.

 

Kitchen Remodeling Marketing Experts

 

Craftsmanship Marketing is a specialized digital marketing agency focused specifically on helping remodeling companies increase lead generation, boost revenue, and substantially elevate the trajectory of their business. Our marketing program is used by remodelers all across —and has increased their revenue by an average of 30% in just their first year with us.