Amazon is coming for the home service market.
Last year they launched Amazon Home Services, a marketplace for on-demand professional services.
In just a few clicks, customers can browse, purchase and schedule over 70 professional services directly on Amazon.
As a result, those who fail to master their marketing will have no choice but to rely on third-party platforms for leads (and all the negatives that come with them).
It’s why these five home service marketing tips below focus heavily on customer experience (CX).
Offer a memorable CX, and you’ll build a direct and profitable relationship with customers—something that Amazon can’t easily disrupt.
So much of digital marketing advice today is “buy ads on Facebook and Google.”
With issues like GDPR, CCPA, and Google’s plans to block third-party cookies on its Chrome browser by 2022, these marketing methods are under threat.
So your focus this year should be on owning the connection with your customers.
In other words, if you don’t have a database marketing strategy, you’re going to have a lot of challenges navigating oncoming internet privacy changes.
The good news is it’s not rocket science. Simply start by growing your email and SMS subscriber lists.
If you want to kill two birds with one stone, you can run a Text-to-Join campaign to collect emails and phone numbers. (Text-to-Join can also gather other customer information such as first name, last name, zip code, or even specific product preferences.)
Your customers text in a keyword and then receive a response asking for their email. Here’s an example of how it works.
From there, you can send out tips, promotions, and other helpful content to position your business as the go-to choice.
If there’s one thing you should do in 2021, it’s this: stop forcing people to go through lead capture forms and wait days for a response.
Making it easier for people to engage with your business will help you convert more of the right leads faster, which means happier customers and a happier company.
How do you do this? Simply add a Click-to-Text button to your website.
Not only will it help you convert more mobile visitors, but 56% of people would rather message than call a business for customer service.
Today’s subscription services cover toilet paper, dog toys, and furniture. So why shouldn’t your home service business offer one?
For example, most heating and cooling companies promote a clean and check program for furnaces and air conditioners.
Their customers receive the service they need without having to make any decisions, and it creates a more stable and predictable revenue stream for the business.
People expect promotions and your home service offering is no different. The best way to make promotions work for your business is to group them by area code.
This cuts down on your field team’s travel time and protects your margins. The second piece of advice is to get creative with your offers.
Brandon Spears has worked with over 70 HVAC companies across the U.S. in the last six months with his agency DoublexHVAC. He recommends:
Third-party platforms like Angi and Amazon Home Services make it easy to solely focus on what you’re doing to acquire customers.
The problem with this approach is that the success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.
In other words, you should think about your customer retention strategy.
It’s a simple fact that most people are not as loyal as they used to be. There are so many companies to choose from, and the internet has made finding a new service easy.
This is compounded by the fact that many home service providers offer attractive introductory pricing or offers.
To break this never-ending cycle of customer acquisition, don’t take existing customers for granted.
Ask if they’re interested in signing up for your loyalty program and then periodically send them offers or special pricing once they’ve completed a specific number of services.
Whether you have been in the home service business for decades or are just starting, it’s important to acknowledge that big changes are coming.
To weather them, you need to put the customer at the center of everything you do. That means focusing on providing convenience, consistent value, and always-on marketing.
Do these things and your business will thrive.
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