3 Steps to Reach Local Homeowners in Need of Repairs

03.14.2024 Michelle Joyce4 min

Whether you’ve experienced a “wet” winter like our New England team or a “white” winter, homeowners across New England (and much of the United States) are finding themselves in need of repairs they didn’t expect or anticipate. As you consider advertising a home services business in New England – or anywhere in the US – apply the three key steps listed below to connect with the right customers and help your home service business grow.

As a specialist in one or more areas of home repair and improvement, it is time to remind them that your company is available and ready to help them solve their home improvement needs. The question is, how to do so in a way that is efficient, effective and provides the most return on your investment.

Step 1: Know Your Homeowner Audience

The foundation of any successful marketing campaign is a strong understanding of your target audience.

Ask yourself:

  • Who are the homeowners you want to reach?
  • Are they facing urgent repairs or planning preventative maintenance?
  • What are their priorities when choosing a home service provider?

These homeowners could be experiencing an immediate need for help, so make sure your marketing is directing them to a location that clearly states how they can connect with you either by phone, website form, or online chat.

If you offer free estimates or apply the cost of repair estimate call to the final bill when they use your company, make that front and center in your ad. They are already anticipating the worst, and your efforts with this could help you rise higher in their consideration. By clearly defining your ideal customer, you can anticipate their needs and tailor your messaging to resonate.

Step 2: Assess Your Local Strategy

Determine how far you’re willing to send your teams from your home base. There’s no point in shouting your message across a vast area when your service range is limited. When you identify your target service area you can then explore local advertising options that allow for hyper-targeting. This ensures you reach homeowners within your travel radius who are more likely to utilize your services.

Consider hiring a local advertising media partner who is knowledgeable in hyper-targeting and or joining online platforms that cater to homeowners looking for services like yours. Explore options like sponsored content, targeted social media ads, or local search engine marketing (SEM). These strategies allow you to focus your budget and connect with homeowners actively searching for services in your area.

Step 3: Evaluate Your Online Presence

Is your website easy to navigate? Your website serves as your digital storefront, so it’s crucial to make a positive first impression. Ensure your website is user-friendly with clear navigation and easy access to your service offerings, contact details, and service area information. Streamline online forms and website functionality to avoid frustrating potential customers with slow loading times or non-mobile-friendly features.

Make sure someone on your team is dedicated to promptly answering phone calls, emails, and online inquiries. Homeowners with repair needs often require immediate assistance, and a quick response can set you apart from the competition.

These three steps may seem simple, but just as homeowners reach out to you for your expertise, you may need to do the same by partnering with a marketing expert. Cox Media’s New England team is local to your area and familiar with challenges your customers may be facing. We can help you work through each step and put together a campaign that brands you in the marketplace, keeps you top of mind with homeowners and helps you grow your clientele.

For more information or to set up a complimentary campaign consultation contact us today.

Whether you’re advertising a home services business in New England or working someplace a further south or west, we have local teams across the country ready to help you reach your advertising goals.

Michelle 2022
About the Author

Michelle Joyce

Michelle is a Marketing Strategist on Cox Media’s Northeast team, who loves putting the pieces of the advertising puzzle together with clients and delivering a strategic approach to their campaign design and execution. With more than twenty years of experience in marketing research and strategy, Michelle aims to help Cox Media’s current and future clients connect with potential customers and find new and unique ways to deliver advertising messages that reach the right audience. Outside of the office, Michelle enjoys painting, floral arranging and supporting her favorite college sports teams (Go UCONN!).

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