05 Aug Home Improvement Leads: 4 Proven Tactics for 2022

Local search engine optimization (SEO) is the way to go for local home improvement leads. Local SEO improves your business visibility in Google’s local search engine results. Showing up on the local map is the best way to get more home improvement leads.

Try the following five tips to improve your local SEO strategy: 

Setup your Google Business

Google Business is a free online tool that helps promote local businesses. The tool allows you to manage how your business appears online in Google search results. 

Your profile may already exist if you’ve been in business for a while. If that’s the case, immediately claim your listing. An unclaimed business can have its information changed by users – and you don’t want that. Your business profile should contain accurate information.

Optimize your Google Business profile

An optimized profile improves your visibility in local search results. Include information such as your business address, business hours, business category, and customer reviews. Provide detailed and accurate information about your business. The more information you provide, the more likely you are to appear in local searches.

Make sure potential leads know what your business does. Tell them your location, how they can contact your business, and what you have to offer. It also helps to add relevant keywords and phrases to your business profile.

Get more reviews on Google

Potential home improvement leads want to know what former clients think about your business. In fact, what former clients say carries more weight than what you say. Never underestimate the power of a business review.

Start by providing a Google review link shortcut on your website. That’s the first place most clients will look when they want to review your business. Make a clear call to action that’s easy to find and access.

Get listed on local directories 

Local business directories list businesses within a specific region or city. Your business name, social media information, email address, contact information, and more can appear in a directory. Local business directories can attract potential leads. Your listing also helps with backlinks, increases traffic to your site, and gives you more online visibility. 

Optimize your website for SEO

Optimizing your website for local SEO makes it easier to attract home improvement leads. Your homepage should clearly state what you do, mention your location, tell who you are, and include your contact information. Also, add this information to your website description, page title tag, the header tag, and meta description.

In this case, you’re optimizing your website for a specific location. That means your title tag should include the name of your target location. Include the service that you offer, as well. Search engines and potential leads will know where to find you and understand what you do.

Google Ads is a form of online advertising. You bid to display your business ad in search engine results and on non-search websites. Here are four reasons to consider Google Ads. 

• 4 in 5 consumers use search engines to find local information and businesses. Your Google ad could appear on top when someone’s search is relevant to your business. This brings more visibility than simply having a website. 
• Local Ads expedite ranking for keywords. A local Google ad ranks faster for keywords than a website. Traditional SEO works, but it takes time. A Google ad ranks faster for a chosen keyword. 
• Google Ads provide geo-targeting. Geo-targeting refers to using location-based content based on your geographic location. For example, a geo-targeted ad will mention a specific location in the copy.
• Ensure you’re targeting purchase intent keywords. Purchase intent keywords are search terms that indicate someone is looking to make a purchase. Find the purchase intent keywords relevant to your business. Once you know the buyer intent keywords your target buyers use, include those keywords in your Google ads.

Many of your potential clients looking for home improvement services are on Houzz, so if you aren’t there yet, you are missing out on a big chance. Creating a Houzz profile and participating in the Houzz community can help you rank and make the most of your online presence, spread the word about your brand, and increase your authority in the home improvement market. Still not convinced Houzz is for you? Here are four points to consider:

• Houzz is the highest-ROI “social media platform” for home improvement contractors. Compared to most other social media platforms, you’re more likely to develop solid leads from Houzz
• There are 40M+ monthly unique users on Houzz. That’s a load of potential leads for your business. Houzz users have already shown they have an interest in home improvement projects. All you have to do is get out there for users to see.
• A basic Houzz account is free. A free Houzz business account lets you add your business to the Find Professionals directory. You also gain access to several Houzz business tools. You might even decide to switch to a paid account, which brings even more benefits.
• Optimize your profile by adding stunning videos and photos of your work. Photos and videos of your work improve your Houzz profile. Let potential leads see your work. Leads are more likely to become clients when they see samples of your work. Remember, your profile will appear in the Houzz directory.

Businesses that offer home improvement services are putting most of their marketing efforts into reaching customers on digital platforms. This is a wise strategy considering the shifts in media consumption. Businesses can reach out to customers in new ways through email, video, social media, and online search ads.

You might be surprised to learn that direct mail marketing, which came before digital channels, can help you reach more customers. It can be more effective than many digital marketing methods in some situations. With businesses focusing exclusively on digital channels there is an opportunity to steal market share by shifting focus. Like they say-  “zig when they zag.”

Direct mailers are effective, especially for older demographics that get lost in the digital transformation. Here are some tips on how to get results:

• Create a compelling, valued-based message. Tell your clients how your product or service will solve their problems. When they finish reading your direct mail, they should understand the purpose and benefit of your offering. 
• Support your claims with impactful visuals. Graphics and other visuals help get your point across. Humans are highly motivated by what they see and how it makes them feel. Use this to your advantage in direct marketing.
• Provide a clear call to action (CTA). Don’t leave people wondering what to do next. Tell potential leads what to do. Do you want them to request more information? Should they join your mailing list? Let them know with your CTA.
• Track direct mail results. Dedicated landing pages, QR codes, and trackable phone numbers are methods for tracking results. Use the results to see how well your direct mail is performing.
• Analyze and optimize using your tracking results. What did you learn from tracking your direct mail results? Take time to analyze that information. If you see areas that need improvement, take steps to optimize your direct mail for better performance.

To unlock your full potential, you should develop an integrated overall marketing strategy. 

It takes an average of 8 touches to get an initial meeting (or other conversion) with a new prospect, making integration a must for contractors looking to get the most out of their marketing. Multiple marketing channels broaden your brand reach and create the necessary touches with each lead to convert.

When you use an integrated approach, direct mail becomes a powerful tool to help you reach your customers as well as your marketing goals.