Marketing Looks Different for Home Services
Whether you’re in the crawlspace looking for a burst pipe or designing an airy yet welcoming open floor plan, you’re in your element when you’re working with your primary skills. Yet you can’t do the work you love if you don’t have any customers.
Many smaller home services businesses tend to be more traditional when it comes to marketing. Flyers, mailers, billboards, and even yard signs are classic strategies for attracting new customers. Yet in the 21st century, it’s more important than ever for these businesses to build a home for themselves in the digital marketplace—if they want to stay relevant.
Home Services Marketing Through Email
Even if you’re not a tech wizard in addition to a master tradesperson, a simple yet well-crafted email program can provide a huge boost to your home services marketing. From staying in contact about projects in progress to reminding past customers to schedule their annual maintenance, there are tons of creative ways to get the most out of your contacts list.
Let’s explore a few of the most foundational elements of email marketing that work fantastically for businesses in the home services industry.
Build Local Interest With Cold Email
It’s time to bring your door-to-door salespeople inside. Cold email is one of the best ways to target potential customers in your area and boost your home services marketing. Instead of canvassing the neighborhoods you service and hoping to catch someone off-guard, curate a list of possible names and develop them into warm leads with the click of a button.
Like the wiring behind a simple light switch, this concept is a bit more complicated in practice than that—but not by much. It’s all about the strategy. Like most businesses in the home services industry, your company likely only services homes in a certain geographic region. With careful research, you can compile and narrow down a list of potential email addresses for people who are already located in your service area. That way, you’re only marketing to those who already meet the first requirement of becoming a customer! Talk about saving some serious time.
Through a cold email outreach program, you’ll be able to whittle down that list into warm and hot leads, as well as welcome new leads as your list grows. By focusing your home services marketing efforts on only the people that count, you’ll be able to spend more time on the rest of your business.
Use Email to Automate Your Home Services Marketing
The power of email automation can almost never be overstated. With a little bit of work, strategy, and creativity up front, you’ll be able to hand over most of your email marketing to the robots—and spend more time dealing with actual customers. The sky’s the limit when it comes to how you use automated email to support your home services marketing. However, to help you get started, here’s a short list of potential uses that could work for your business.
Welcome New Customers to Your Business
With a simple automated welcome series, you can provide a lot of peace of mind for your new customers right out of the gate. Thank them for considering your business for their home service needs, and then let them know what the process will look like—if applicable. There are countless horror stories out there about contractors who don’t follow through. So comfort your readers right away and show them how your company is different. Providing testimonials from other satisfied customers is a great way to boost your credibility.
Send Email Reminders for Maintenance
Depending on which home services you provide, sending out an automated email reminder for home maintenance can be a great way to follow up with customers automatically. For example, if your company builds fences that should be treated annually for longevity, share that with your readers. Use automatic timers to tell your customers when they should start scheduling a return appointment. Not only will customers thank you for protecting their investment, but they will also appreciate the timely reminders so they don’t have to worry about it.
Follow Up for Optimal Home Services Marketing
Unfortunately one of the biggest missed opportunities in email marketing is not asking for reviews and referrals from happy customers. People who receive admirable service might mention it every now and then—but if you actually ask them to share their experience, they’ll be much more likely to do so. Use email marketing to boost your internet presence through reviews and ratings online. Ask for testimonials that you can then share with other potential customers to build trust. At the very least, asking customers for feedback on your service can provide you with constructive criticism to improve your business in the future.
A great way to make these automated follow-up messages even more enticing is to provide some kind of incentive. Give readers a discount on their next service request if they fill out a comment card or recommend a friend. Even a digital thank-you card or the chance to win a small prize can go a long way to improve your home services marketing.
Showcase Your Work & Stay in Contact
Once your email list has begun to grow, you’ll want to keep your contacts interested and engaged. Set up an email newsletter that will provide them with content that’s worth reading. That way, you can build their trust in you over time and stay top-of-mind. Ensure that the next time they think of home services, they think of your business.
The best way to do all that is by sharing what you do best. Showcase your previous work with case studies and striking before-and-after photos. Share examples of how to use your services in new and unexpected ways. Additionally, fuel their inspiration and provide a little eye candy in the form of beautiful, aesthetic walk-throughs. That way, they’ll always be excited to open your emails—even if they’re not hiring you just yet.
Examples of Home Services Marketing in Action
Raising the Roof with Cold Email
When Single Ply Roofing Experts, a Californian roofing specialty company, needed to expand their customer base, we worked with them on a cold email outreach strategy that focused on their areas of operation. Long story short, that strategy literally blasted their profits to new heights. With minimal effort on their part, they nailed over $500,000 in new business so far. You can see the full story of how we’re working together to improve their home services marketing through email.
Cleaning Up with Automated Home Services Marketing
In the Pacific Northwest, where near-constant rain and prolific plant life often clog gutters and damage unmaintained roofs, Rainier Window & Gutter Cleaning has become the hometown hero. Thanks to a cleverly-designed automated email marketing strategy, their calendar is no longer a tangled mess. By reminding customers of the best times to book their seasonal home maintenance, Rainier enjoys a consistent schedule throughout the year instead of a single massive block. And customers get customized follow-up messages that make it easy to take care of their houses with Rainier.
Gorgeous Home Services Marketing in Interior Design Emails
Email marketing works for every home services industry—from the inside out. A residential remodeling firm out of Atlanta called Intown Renovations Group used email to capitalize on past customers, former leads, and networks of previous clients to boost their home services marketing. They also built their brand identity with stunning before-and-after shots of their handiwork and testimonials from beautiful designs they provided. Then, with a carefully-structured automated email system, they created a sales funnel that turns warm leads into new customers… and keeps them engaged. Read about their email journey to learn more.
Build on Your Home Services Marketing with Email
With all these examples, it’s easy to see how home services marketing in the digital age hinges on the power of email. Between cold outreach programs that focus on your core areas of operation and frequent, quality newsletters that keep your business top-of-mind, email entices and sustains leads that pay off. Welcome new and potential customers with an email series that guides them through the process. As well as tipping them off to other services you offer, generating trust in your business with testimonials is a great way to leverage the power of email. And don’t forget to ask for recommendations from happy customers! It’s the best way to polish off the email strategy for your home services marketing.