If early signs are any predictor, many home improvement companies are going to have a strong spring selling season. Have I got your attention now?
Let me share what some of you may already sense. The home improvement market is, well, improving. And, if early signs are any predictor, many home improvement companies are going to have a strong spring selling season.
The Internet offers numerous opportunities for homeowners to post complaints about your home improvement company. Many companies ignore these Web sites, and the comments posted there about them. They do so at their peril.
It used to be that consumers who weren’t happy with a home improvement company had limited options. They could call the Better Business Bureau and file a complaint. Or they could simply tell their friends and neighbors about how badly their project went or the unresponsiveness of their contractor.
I’ve written a lot about how home improvement dealers can produce more value from their Internet leads. Now I’m turning the tables, to suggest how the online lead companies can serve them better.
Here goes:
When it comes to Twitter, call me a grumpy old man. If you see Twitter as a bunch of self-involved, hyper-self aware youngsters publicly broadcasting every meaningless thought that crosses their minds…then we have something in common.
But what you and I think isn’t the point here. The real question is: Can Twitter help you grow your home improvement business?
The answer is ‘perhaps’. And while it seems that I’m balancing delicately on the fence, let me explain.
One of the most common misunderstandings I hear from home improvement dealers is that “Homeowners type in a keyword, click and then call you.” It’s that simple.
Except that it isn’t. Never was that simple. Never will be that simple. Home improvement types like to think that the consumer/homeowner makes quick, straight line decisions. But that’s not the case. While homeowners who go online are obviously looking for a solution to a home improvement problem, their line to an answer takes them all over the keyword spectrum.
Last time out, I discussed how well-known offline home improvement brands can win or lose in the online world. Today, I’m throwing the truck into reverse to talk about how small home improvement businesses without a major offline brand can beat out their larger competitors.
Here are 4 key points:
Easy-to-Find = Easy to Work With
When a homeowner goes online and enters a search term, they’re obviously looking for something. The terms “replacement windows,” “bath liners,” “basement refinishing” and “sunroom company” all denote that the individual is looking for something specific to the home improvement industry.
As I listen to home improvement dealers across the country talk about the Internet, one of the most consistent questions I get is about online marketing programs from yellow page directories. So here is the list of the 5 biggest lies I’ve heard the online yellow page directories tell about home improvement lead generation:
1) We Get More Traffic than Google!
This one always makes me laugh. Through either extreme contortion, the twisting of the facts or just plain ignorance, sales reps will claim that “We get more traffic than Google!”
Every week, Todd Bairstow—our online expert—shares his wisdom on an aspect of Internet marketing for home improvement companies. You can read his thoughts here on his blog or you can subscribe, and we'll send you his latest posts each week.
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