Today, we’ll discuss creating marketing offers for home improvement businesses. An issue I see with many home improvement retailers, dealers or businesses is the lack of creating entry point offers for their clients. This makes it very difficult to gain traction with social media or online marketing.
Do you know the difference between your product or service and your offer? Most businesses don’t. They think “I’ll promote what I sell, that’s what I offer.” Yet that’s completely off base, and an ineffective way to market your business in the online world.
What is an offer?
Your product or service is what your business creates or provides. So for you, it would be your remodeling services or your kitchen cabinets, countertops, or tile, for example.
Your offer is the way that you package it.
One of the most overlooked type of offers is the entry point offer. Many businesses go straight from the “introduction” (awareness) to “asking for a major commitment” (a big sale), and that’s not how human relationships work. You need to build familiarity and trust.
Your audience needs to know more about you, what you do, and feel confident in what you’re selling. They need to be able to take the relationship at a pace that makes sense.
So how do you do that in your online or offline marketing?
With the 3️⃣ key entry point offers! The main types of offers are:
What does that REALLY mean to you? Lets look at some examples.
Gated Content Offers for Home Improvement Businesses
Gated Content offers are ways to get the initial relationship started with typically free content. Gated means that you’re asking for their basic info, such as name and email, in return for content that they would need or want.
Many home improvement businesses see this as a strategy that only “online businesses” would employ, but its for all types of businesses. The strategy behind gated content is to identify what the consumer is interested in, deliver content that builds trust, and to follow it up with quality emails related to that topic, and how you can help.
In some forms of online advertising, you don’t need to collect contact info, such as with a blog. But it only works well if you’re retargeting with advertising to that customer based on the content they read. If that’s the last communication you have with them, it won’t work so well.
Examples of Gated Content:
- Lists or Checklists
- Buyers Guides
- White Papers
- Blogs (with retargeting, such as facebook ads)
- Gated Promotions
So how does that translate to home improvement businesses or retailers?
- Kitchen Design Templates
- Bathroom Remodel Checklist
- List of all tools and materials you’ll need for a bathroom remodel
- Kitchen Countertop Buyers Guide
- Your Guide To Windows E-book
- The top 10 bathroom styles of the year blog
- Remodeling Budget Guide
- A coupon after you enter your email
- A contest you sign up for via email
- A sale that you can only shop after entering your email
It’s easy to create quality content for your audience. They’ll get a feel for what you do, who you are, and why you’re a great choice for their needs!
Loss Leader Offers for Home Improvement Businesses
What is a loss leader? If you’re in retail, you’ve probably heard this term before. A loss leader is an item that you offer basically at cost (or for free) that will bring customers in, in the hopes of them buying more.
Great loss leaders are useful, but incomplete. It needs to have full value as a stand alone service or offer, but allows you to try and upsell in a very natural way.
Examples of Loss Leaders:
- Free gutter cleaning for a roofing company
- Free design for a retailer or kitchen/bath remodeler
- Free cabinet demo for a kitchen remodeler
- Free flooring demo for a flooring installation company
- Free Measures
- Free Fertilization for Lawncare Companies
- First mow for free for Lawncare companies
- Free checkup for an HVAC company
- Free tile trowel for tile store
I say free, but you could charge a small fee for any of these and still consider it a loss leader. You just want the price to be low enough that its a no-brainer for the customer. You know if they need these services, then they can use the other products or services that you offer. Once you’re working with the customer, it’s an ideal way to ask what else you can help them with. You DO NOT want to require a purchase for this. It needs to be a completely stand alone offer that SHOULD lead to about 80% of customers taking the offer you want them to purchase.
Product Previews for Home Improvement Businesses
A product preview is a way to give clients a taste of what you do. This is typically for a more serious prospect, as there is no perceived value if they don’t intent to buy.
Examples of product preview offers for home improvement businesses:
- Design Consultation
- Free estimate or quote
- Product demonstration
There are several ways to create entry point offers for home improvement businesses. You just need to see it as a necessary part of your marketing. Odds are, you probably have a product preview offer, but I would strongly encourage you to come up with at least 2 more from gated content and loss leader categories. These are for people lower in the buying funnel, meaning there are a lot more of them out there. This will allow you to snag a larger portion of the market than you’ve previously been able to convert.
I hope this has been helpful! If you have any other questions on offers, online marketing, or marketing your home improvement business, please let me know! I’d love to work with you.
By: Allie Bloyd