A Guide For Local Home Remodelers To Stay Booked All Year With Hyperlocal Marketing
Local home remodelers know that competition for high-value projects is intense. To win more jobs, you need to be visible where homeowners are making decisions, both online and in physical media. This is where strategic, hyperlocal marketing can help you capitalize on the rise in demand for home improvement projects and keep your calendar full.
The industry has experienced a rapid boom, with an 82% increase in homeowner spending on improvements and repairs since 2015, per Amra & Elma. This presents a massive opportunity, but only for contractors who stand out and establish themselves as the undeniable local experts.
To capture your share of this growing market, you need a marketing strategy that is precise, consistent, and deeply rooted in the communities you serve. This guide will break down how to do just that by executing a hyperlocal marketing plan designed to fill your project pipeline throughout every season.
Targeting the Right Homeowners at the Right Time
Local homeowners ready to invest in their properties are the obvious target audience for remodelers. These potential customers often begin their home services journey online. According to Amra & Elma, 55% of home improvement consumers begin their journey with a search engine like Google. Furthermore, 56.1% use their mobile devices for research, meaning your message must be designed for instant, on-the-go consumption.
The key to a successful online campaign is putting compelling, high-quality advertisements in front of these specific individuals when they are actively searching for a solution or expressing interest in a seasonal project.
Geo-targeted digital ads through Best Version Media allow you to achieve this level of precision. By utilizing geo-targeting capabilities, you ensure your digital advertisements, such as display ads, are shown exclusively to residents within the specific high-value neighborhoods where your ideal customers live.
This is crucial because, according to Invoca, most home services consumers aren’t looking for a specific company when they run a search, presenting a perfect opportunity for you to convert these undecided searchers with a relevant and hyperlocal message.
Your digital campaigns should focus on the types of projects that homeowners are prioritizing, such as energy efficiency and durable upgrades, which they are increasingly favoring over purely aesthetic changes, per Amra & Elma.
To stay booked year-round, you also need to incorporate seasonal social media campaigns, as Synup reported that 93% of local businesses say their social media marketing efforts made a positive impact on business traffic. This tactic acknowledges that home improvement decisions are often tied to the calendar.
For instance, campaigns promoting deck repair and outdoor living spaces are ideal for the rising temperatures in the spring, while basement finishing or window replacements are more suitable for the colder climate in fall and winter.
Since social media influences 28% of consumer home improvement purchases, per Amra & Elma, a well-executed social strategy is non-negotiable. BVM can help you deliver these campaigns, linking the broad reach of social platforms with the narrow focus of your local service area.
By combining highly targeted display ads with seasonally relevant social content, you ensure your marketing dollars are spent reaching the most qualified leads at the moment they are ready to make a buying decision.
Building Trust Through Consistent Local Presence
In an industry where the stakes are high due to the nature of home renovation being a major financial decision, trust is the most valuable currency. Homeowners need to feel confident that the contractor they hire is reliable, established, and a respected member of the local business community.
In fact, RubyHome found that 91% of homeowners choose a professional for their remodeling projects, highlighting the trust placed in industry experts. Establishing and maintaining this trust requires a consistent, omnichannel presence that positions your business as a staple of the community.
This is where print ads in community magazines and comprehensive listings management become necessary. According to Persuasion Nation, 80% of consumers trust print ads more than any other type of advertisement.
BVM’s community magazines are delivered directly to high-value homeowners, offering an ideal avenue for deep local connections. Print ads allow you to tell your company’s story, showcase your team, demonstrate your commitment to quality, or any other method you find suitable to showcase your local ties.
This tangible, non-digital touchpoint lends credibility and permanence that fleeting digital ads can’t match. Being seen in a trusted local publication alongside cheerful community stories is an indirect endorsement of your business, and it can provide up to an 80% higher recall rate than digital ads, per Hearst Bay Area.
Simultaneously, you must ensure your business information, primarily name, address, and phone number (NAP), is accurate and consistent across all listing platforms. When a potential client runs a search, your NAP information must be identical on Google, Yelp, local directories, and anywhere else your business appears online.
Discrepancies create confusion and severely undermine consumer confidence. BrightLocal surveyed 1,000 U.S. consumers and found that 68% of respondents would stop using a local business if their NAP information is displayed incorrectly, while KaeRae Marketing revealed that “local businesses with consistent NAP data receive 23% more website clicks from Google than those with inconsistencies.”
BVM helps keep your NAP information accurate and consistent by allowing you to manage all of your listings on a single dashboard, thereby improving your local search rankings and making it easier for homeowners to verify your legitimacy. By linking the trusted, physical presence of a print ad with a consistent digital footprint, you create a powerful force for building lasting local trust.
Turning Before-and-After Projects into Powerful Ads
A remodeling project is a physical transformation, and nothing sells a contractor’s services better than a visual representation of their capabilities. While homeowners are looking for a new kitchen or a finished basement, what they’re really buying is a result. This is why turning your completed project into powerful advertising case studies is essential. Showcasing your craftsmanship effectively can differentiate you from the competition and provide concrete proof of your value.
Print ads are ideal for displaying the impactful visual narratives of before-and-after transformations. Unlike a rapidly scrolling digital feed, print ads offer the opportunity to showcase high-resolution images of your work for an attentive audience. According to the Bay Area News Group, the average consumer keeps print ad materials for 17 days, adding to the exposure for your business.
You can use the space to feature a complete home exterior makeover, a luxurious bathroom remodel, or a dramatic kitchen renovation, and provide accompanying text that details the challenge and your unique solution that satisfied your client. This acts as a tangible portfolio piece that remains in the home and is often referenced by homeowners planning similar projects.
Additionally, BVM’s print advertisements include an expert contributor opportunity for local businesses to provide their industry insight in an article form quarterly. This is where you can further display your expertise and show your community that you’re the right choice for all their home remodeling needs.
While print and digital ads each have their advantages, neither is a replacement for the other. The Southern California News Group reported that campaigns that feature both print and digital ads are 400% more effective, highlighting why print still has its place in an increasingly digital world.
Managing Your Reputation Across Every Platform
With the internet available at nearly every consumer’s fingertips, your reputation is public and instantly accessible. A perfectly completed project can be undermined by poor communication, and unaddressed negative reviews can deter potential clients. Effective reputation management is a continuous, proactive process that ensures your company’s narrative is positive, accurate, and reflects the quality of your work.
Potential clients meticulously research contractors, often weighing a company’s star rating, review volume, and responsiveness heavily in their decision-making process. Since about 80% of home service providers use social platforms to connect with their clients, as noted by Amra & Elma, these spaces are also active forums for feedback, both positive and negative.
To address this, it’s best practice to proactively solicit reviews from satisfied clients and skillfully manage and respond to any feedback in a professional, constructive manner. BVM’s dashboard makes it easy to track reviews and manage your reputation across all platforms, saving you time better spent on your business.
Furthermore, consistent listings management plays a direct role in reputation. An accurate listing signals to potential clients that you run a professional, organized operation, while a disorganized digital footprint suggests a disorganized contractor. BrightLocal found that businesses that respond to every review are twice as likely to gain a new customer as businesses that never reply.
Finally, your social media campaigns should also be viewed through the lens of reputation. Utilize social media to showcase community involvement, share client success stories, and offer practical home maintenance tips. An active social presence is a sign of a modern, trustworthy business operation that respects its clients. By maintaining attentiveness to your reputation across all digital platforms, you convert your past successes into future bookings.
Elevate Your Home Remodeling Business with Best Version Media
BVM offers a unique, integrated solution that connects the traditional strengths of print advertising with the necessary reach of hyperlocal digital marketing. With neighborhood-specific magazines, targeted display ads, and listings, reviews, and reputation management services, BVM can help your home remodeling business reach the right high-value homeowners in the right community at the right time.
If you’re ready to boost your business’s marketing efforts, contact BVM to get started.
FAQs: How Local Home Remodelers Can Stay Booked All Year
Why is hyperlocal focus more effective than broad advertising for home remodeling?
Hyperlocal focus is more effective for home remodeling because it targets homeowners actively seeking nearby services, maximizing budget efficiency by reducing waste on irrelevant audiences, building trust through community presence, and increasing conversions by serving timely, relevant offers (like seasonal deals) to people ready to act in their immediate area, unlike broad ads that scatter resources.
How can I effectively use ‘before-and-after’ photos in local marketing?
To effectively use before-and-after photos in local marketing, consistently capture high-quality, same-angle shots with good lighting, add branding (logo, colors), tell a story with context, and strategically share across your website (service pages, galleries), Google Business Profile, and social media to build trust and showcase tangible results.
