While the under-supply of homes for sale is slowly beginning to ease across the country, inventory remains low for potential buyers. The continuation of low inventory has led to incredibly high demand for properties listed for sale and also a shift in homeowners making do with their current living arrangement as home prices have soared out of reach, with the median sale price up 15% year-over-year.

Over the course of the past couple of years, homeowners have invested in home improvements that have not only increased the market value of their home, but also made them more compatible with their current needs. Investments in home improvement projects are not anticipated to wane either. The rising interest rates will make remodels and repairs more palatable and financially feasible compared to buying a new home.

According to Angi Inc., the size of the home improvement market in total project volume is 665.6M projects completed annually, with year-over-year increases in both improvement projects and emergency projects. Furthermore, the home improvement segment of the overarching home services vertical accounts for the greatest share of spend over the course of the past year. An estimated $475B was spent on 152.5M home improvement projects.

For businesses within the home services vertical, there are a number of marketing strategies that can be implemented to make the most of these future growth opportunities. Check them out below!

Recommended Marketing Solutions

Responsive Web Design and Development

An effective web presence begins with a stunning, mobile responsive website. In today’s world, a strong web presence is vital for business success and building brand power. Present your company’s services with a charismatic and engaging website designed to properly promote your business across all devices, from desktops and laptops to mobile phones and tablets.

The Times Union Media Group is proud to deliver modern, responsive, and custom designed websites to meet your business goals. Past customers will find you again, and new customers will see your brand. Once your website goes live, you can easily contact your dedicated web coordinator and request any changes that you would like.

Search Engine Optimization

For any business, the more people you have knocking on your metaphorical front door looking for your services, the better. When it comes to your digital front door, the same is true. The more people who come to your company’s website, the better. In essence, more traffic, means more leads, which means more conversions and more revenue.

However, all those who visit your website are not going to be qualified leads. The strategy of getting the most qualified leads to your site is search engine optimization. Building your online presence through search engine optimization is a multipronged approach.

At the Times Union Media Group, we start each SEO campaign by examining your unique scenario – including your target geography, competition, industry, and existing SEO profile. From there, we work with you to ensure that your ideal customer knows you exist and has an easy time finding you for their next home improvement project.

Search Engine Marketing 

Most home buyers and home improvement customers begin their search via a search engine such as Google. If you don’t at least have a presence on Google through a Google My Business page, you’re most likely losing out on making an impression with this first touchpoint.

Taking it a step further, a paid search campaign puts your organization in front of consumers who are actively searching for the services you offer on top search engines. Whether your budget is small or large, we can create a pay-per-click (PPC) ad campaign that enhances exposure of your business on Google, Yahoo, and Bing.

Furthermore, the Times Union Media Group’s search engine marketing (SEM) specialists can base your campaign ads on particular services to ensure your message reaches those searching for them.

Email Marketing

Email marketing is a highly effective way in which to market your organization. In a cost-efficient manner, we can target your company’s ideal consumer based on demographic, lifestyle or a geographic region.

Our email marketing solution offers one of the largest and most comprehensive databases in the marketplace today, containing more than 300 available selects and filters and over 134 million unique email records.

A well-crafted email can help your brand stay top of mind. In a market that is shifting rapidly, reaching an audience at scale, in a personalized manner, can help with brand recall when a homeowner makes the decision to begin a home improvement project.

Reputation Management

Negative reviews can happen to even the best businesses. However, it’s how they are addressed that can make the most impact. The Times Union Media Group’s experienced reputation management specialists can help you thank positive reviewers, inform customers, and address negative reviews.

Through reputation management, share your voice and engage with customers to create a positive impression of your business. In addition, get listed and reviewed on major review sites, search engines, and social networks with our help. This is essential as the online on-demand home services market size is expected to grow by $4.75B from 2021 to 2026. Online on-demand home services encompass all digital marketplaces that offer convenient access to a wide range of home services.

Through our reputation management services, reviews and listings will be summarized in a detailed monthly analysis, enabling you to see how you compare to the competition.

Print Marketing

The Times Union newspaper is read by more than 159,000 adults each weekday and over 200,000 on Sunday. Not only does the Times Union reach engaged, affluent Capital Region residents, but more than 260,000 Times Union readers own their home and more than 195,000 of such homeowners have been in their present home for ten or more years. As the average median age of a New York State home is 63 (the oldest median age in the country), it is safe to reason that many will be in need of renovation or repair in the not-so-distant future.

Through a strategically placed, high-impact print ad, your home services organization can capture the attention of current and future homeowners within the Capital Region’s most-read publication.

Video Marketing

While a picture can say a thousand words, video can say even more. According to Cisco, 82% of global traffic will come from videos in 2022. Below are a handful of platforms on which home service and home improvement organizations can tell their stories through video marketing.

Video Social Media Ads

Meet your company’s needs with a social media strategy to engage new followers and retain audience impressions. Video ads can be run on Facebook, Instagram, Snapchat, LinkedIn and TikTok. We tailor your campaign to the preferences and goals you set; like website traffic, leads, a larger social following and more.

OTT Ads

Through OTT ads, digital commercials are served on multiple devices via the internet. Commercials can be seen across services such as Hulu, PlutoTV, Crackle and more.

YouTube InStream Ads

Through YouTube InStream ads, users can skip an ad after 5 seconds. However, the advertiser only pays when the customer watches the video ad for more than 30 seconds.

YouTube Discovery Ads

Through Discovery ads, your company’s video ads will be delivered on YouTube search results and the homepage. Similar to InStream ads, the advertiser only pays when the user clicks on the ad to watch the video.

In Conclusion

Whether you want to raise awareness for your brand and differentiate yourself from your competition, or get more leads using efficient advertising techniques, we’ve got the customizable comprehensive suite of solutions to get you to the next level.

The home improvement space is highly competitive. Leveraging top-of-the-line marketing solutions and innovative approaches to reaching the modern consumer will help you get your brand in front of the right customers.

Get in touch with us today to learn more about how we can help market your home services organization!

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