How social media can help build your home improvement business
Read time: 3 min
If you’ve ever been on Facebook or Instagram, you know you don’t have to scroll for too long before you come across those envy-worthy before and after photos. You know, the ones of the dated kitchen with the old cabinets and linoleum floor. Then behold the magical transformation.
Social media was made for these moments, and if your home improvement business isn’t taking advantage of this platform, you could be missing out on growth opportunities. With the right approach and strategy, social media has a lot to offer home improvement providers.
Help homeowners find you
If you’re looking for new places to get in front of homeowners, social media is a great place to start. In this age of home makeover shows and renovation inspiration boards, a lot of home project searches start in places like Instagram and Pinterest. Make sure you’re there too.
If you’re not sure where to start, understanding who your customers are can help you decide what social media platforms will be the best fit. For example, if most of your clients are baby boomers, consider Facebook. However, if millennials are your main audience, Instagram might be a better choice. If you’re scouting out Generation Z, it’s time to start your TikTok.
Share your work
If we’ve learned nothing else from HGTV (apart from what wainscoting is) it’s that homeowners love to see real-life renovation transformations. Give the people what they want! Take your own before and after photos of projects and post to Instagram or go live for a quick tile design demonstration (with the homeowner’s signoff, of course). Get creative to stand out as a top contender for new business.
Pro tip: To streamline social sharing, consider adding a social media clause to contracts, giving homeowners the opportunity to opt-in and you peace of mind when sharing photos and videos online.
Keep your eyes and ears open
As you grow, finding new business is only half of the equation. The other piece — earning repeat customers — is just as (if not more) important. Doing great work is a solid foundation and you’re likely already on review sites (like Yelp), but social media provides a unique opportunity to connect with and observe customers in a more organic setting.
Keep in mind, even if you’re not on social media yet, the homeowners you work with probably are (and they’re probably talking about you). Monitor top social mediaplatforms for mentions of your work and business. Then use it! You can highlight (and even share) the good ones and address any negative comments (preferably offline).
Pro tip: To get the inside scoop on what works and what doesn’t consider adding polls to your social media repertoire (you’ll see these most often on Instagram Stories). If you’re considering adding new services, this could be a great way to gauge interest before you take the leap.
Highlight your knowledge
Whether you specialize in HVAC, plumbing or electric work, you likely have a wealth of knowledge relating to your area of expertise. Posting quick tips or short video tutorials can be a great way to help your customers DIY simple projects and keep you top of mind for larger or more complex work. A quick video on easy steps to secure your plumbing, a few seasonal or annual HVAC maintenance tips or some photos detailing how to swap a light fixture can help your business stand out from the competition. You can also share tips related to detecting problems –like how to know when your HVAC needs a tune up— to encourage your customers to give you a call.
Build the right social media plan for you
From Instagram to Facebook to Twitter and beyond, social media presents an endless bounty of opportunities to promote your business. It’s exciting, but also overwhelming. Don’t be afraid to start small and find what works for you and your target customers. By bringing your unique voice and a touch of creativity you’ll be building your follower list and your business in no time.
At Ally Lending, we recognize the importance of communicating the value of your business. We strive to help providers find tools and opportunities to garner attention and boost their business. We leverage thoughtful marketing tactics to drive brand awareness, repeat purchase, and new referrals.
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