Every home improvement contractor, especially those that concentrate on kitchen remodeling know that getting leads in their service area is essential to sustain and grow their remodeling company. Those in the home services industry face some very unique digital marketing challenges and must have a high quality digital marketing plan. Most business owners will at some point ask the question, “How do I get started generating a higher lead volume for kitchen remodeling projects?
The best way to get started generating leads is to increase your remodeling business’ online presence, where your home improvement company is the first business local homeowners see in their web searches and in social media. Your kitchen remodeling company must maximize lead generation for exclusive leads with search engine marketing and lead nurturing follow-up to connect to more qualified customers.
Kitchen remodeling is not an impulse buy, but rather it is a longer sales cycle. Potential clients are going to do their due diligence and read read online reviews and check out the website of several remodeling contractors before making contact.
It is important to not only generate new kitchen remodeling leads, but also to follow up with proper communication and present your kitchen remodeling services as something that will add value to a potential customer in order to get leads in the door.
Get Found on Google Near me searches
There is one method of online advertisin g that is outperforming all other approaches for driving kitchen and other home remodeling leads to help grow your business. That method is attracting local customers through proactive searches in a geographic area. When homeowners are in need of a particular service such as any type of home remodeling, they turn to search engines. Often, they will just search for a keyword phrase like “kitchen remodeling near me” or they may add their town name. For example, “Kitchen remodeling contractor in Boston”. For this reason, it is critical that your business appears in Google’s first 3 results under the map in order to get those leads.
There are several things you can do to ensure your placement in the top of the search engine result page. It all starts with technical SEO. More specifically, you should optimize your landing page content for keywords and add those keywords to the page headings, titles, and links to make sure Google indexes your content as the most relevant for kitchen remodeling in your area.
Google My Business (“GMB”), is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google’s proprietary platforms such as Search and Maps. It works where users are matched up with businesses who provide a service being searched for within a certain geographic proximity to the location where the search is being conducts. For example, if a user searched “kitchen remodelers near me” the resulting listing would display three remodeling companies near the user’s current location, based on the user’s IP address that Google tracks. The name, location, address, phone number, website link and online reviews of the company is displayed for the top three companies Google deems to be a good fit.
Geo-tagging plays an integral role determining if a businesses GMB listing will be displayed among those top-3 listed businesses, because the more metadata Google has to work with, the more relevant they will consider the company to be based on a customer’s search.
Positive reviews are one of the most important factors in Google’s ranking algorithm to secure placement in the top 3 results for mobile or specific geographic searches. This has a 2-prong benefit. First, reviews from the local area, where a client mentions kitchen remodeling or some other term related to it, send signals to Google that the company is relevant for that specific service in the town where the client lives. Second, the Google algorithm takes into account how many people click on your listing as opposed to other listings.
It has long been held that people click on listings with more reviews, because they trust those listings more. This conversion metric has an indirect relationship to generating more kitchen remodeling leads and thereby giving you a better chance to close a sale, since you are already vetted to some extent in the eyes of your customer. It is a good habit to request a review in person after each completed project.
Generate Interest with Social Media and Facebook Ads
Facebook ads are the best way to drive high quality leads to help you expand your business but can also represent a huge waste of time, energy and wasted advertising spend if done without a strategy. A remodeling business can leverage Facebook ads to engage a custom audience with relevant content in your service area and help with your lead generation efforts. This is important because although you may be able to grab the low-hanging fruit of proactive searchers on Google, the vast majority of people need a bit of encouragement and advertising before deciding to look for an expensive service such as kitchen or bathroom remodeling. For this reason, advertising on Instagram, YouTube and Facebook are where many of your calls and leads should be coming from because it’s much more scalable as your business develops.
One way to garner the attention of potential clients is through sharing content such as blogs or video testimonials and then boosting those posts to people who are not following your page, but fall into the criteria of your target market.
How to create custom audience
Facebook is the most popular social media platform in the world. Local service businesses have the unique opportunity to find their own audience from a large selection of potential customers. Through Facebook’s laser targeting of an audience and its data collection, a business can target people not only based on where someone works or lives, but also on their online behaviors. It is important that your Facebook pixel is properly set up to create custom audiences including retargeting.
