Home Improvement Company Marketing: Strategies for Success

Does this describe you? You’re a skilled home improvement professional with a passion for transforming houses into dream homes. You’ve poured your heart and soul into building your business, but despite your expertise and dedication, you find yourself struggling to attract new clients and stand out in a crowded market. Sound familiar?

If you’re nodding your head right now, you’re not alone. Many contractors and home improvement businesses face the same challenges when it comes to effectively marketing their services and reaching their target audience. The truth is, even the most talented home improvement pros can find themselves stuck in a rut, wondering where to begin when it comes to promoting their business and winning more jobs.

The good news is that by implementing the right marketing strategies and tactics, you can unlock the full potential of your home improvement business and start attracting a steady stream of qualified leads and new customers. Whether you’re a seasoned pro or just starting out, whether you have little time or little money, this comprehensive guide will provide you with the tools, insights, and inspiration you need to take your marketing efforts to the next level and achieve the success you desire.

So, if you’re ready to transform your home improvement business and leave your competition behind, it’s time to discover the power of effective marketing. With the right approach and a little bit of elbow grease, you’ll be well on your way to building the thriving, profitable home improvement business of your dreams.


The Foundation of Success: Building Trust

Before we dig into specific marketing strategies, we have to talk about trust, because in the home improvement industry, trust is everything. One of the most effective ways to grow your business is by consistently delivering quality work, being honest with your clients, and honoring your commitments. When you show up on time, complete projects as promised, and communicate transparently, you build a reputation as a reliable and trustworthy home improvements professional–something that’s rare today.

Word-of-mouth referrals are incredibly powerful in the home improvement sector, and satisfied clients are more likely to recommend your services to friends, family, and neighbors. By prioritizing customer service and always striving to exceed expectations, you can create a loyal client base that will help your business thrive.

On the flip side, failing to meet deadlines, cutting corners, or not following through on your promises can quickly erode trust and damage your reputation. In the age of online reviews and social media, negative feedback can spread quickly and be challenging to overcome. By consistently delivering exceptional service and maintaining open, honest communication with your clients, you can avoid these pitfalls and set your business up for long-term success.

Remember, every interaction with a client is an opportunity to build trust and strengthen your reputation. From the initial consultation to the final walk-through, prioritize reliability, transparency, customer satisfaction, and quality workmanship. By doing so, you’ll not only grow your business but also establish yourself as a local leader in your industry.


Overcome the Challenges Holding You Back

As mentioned above, even the best home improvement companies can struggle to attract potential customers and grow their business without a solid marketing strategy in place. Below are two of the most common challenges and how to overcome them.


“I Can’t Find Time for Marketing”

One of the most frequent complaints we hear from home improvement contractors is that they simply don’t have enough hours in the day to spend time on marketing. Between managing projects, coordinating with suppliers, and ensuring clients are happy, it can feel like there’s little time left for promoting your business. And that’s completely understandable.

The key to home improvement marketing is to work smarter, not harder. Start by setting aside dedicated time each week for marketing activities, even if it’s just a couple of hours. Use this time to plan out your strategy, create content, and analyze your existing marketing and advertising. Block off this time in your calendar and treat it as a non-negotiable appointment with your business’s growth.

Another way to save time is by leveraging marketing automation tools. For example, you can schedule social media posts in advance using platforms like Hootsuite or Buffer, or set up email drip campaigns to nurture leads over time.

Similarly, once you have set up your Google Ads campaigns, you can let them run on autopilot, only needing to periodically review and optimize them for better performance.


“I Don’t Know Much About Digital Marketing”

If you’re not particularly tech-savvy or familiar with digital marketing tactics, the prospect of promoting your business online can feel daunting. But here’s the thing: you don’t need to be an expert to get started.

Begin by focusing on the basics, like getting a professional website and claiming your Google Business listing (more on that later). From there, you can gradually expand your efforts into areas like content marketing, paid advertising, and social media.

Taking small, consistent steps towards building your online presence will yield better results than waiting for the perfect moment or launching a full-scale marketing strategy. And don’t be afraid to experiment with different tactics to find what works best for your home improvement business.


Harnessing the Power of the Internet for Home Improvement Marketing Success

In today’s digital age, having a strong online presence is essential for attracting new clients and growing your home improvement business. Let’s explore some key digital marketing strategies that can propel your business to new heights.


Start by Optimizing Your Google Business Profile (Google Maps) for Local Visibility

One of the first steps in establishing your digital presence is claiming and optimizing your Google Business (GB) listing (formerly called Google My Business or GMB). This free tool allows you to manage how your business appears on Google Search and Google Maps, making it easier for prospective customers to find you online and thus boosting your company’s visibility so that you can win more projects.

Here’s how to make the most of your Google Business listing:

  • Since most searches for home improvement services are discovery searches, it’s important that you optimize your Google Business listing and website for relevant keywords related to your offerings, such as “residential remodeling”, “kitchen remodeling,” “bathroom renovation,” or “roofing contractor.” Ensure all of your services are listed in your profile, too.
  • With nearly half of businesses receiving over 1,000 monthly views on Google Search from their Google Business listing, you should strive to rank high in local search results, aka Local SEO. Maintain a comprehensive, accurate Business profile and consistently work to generate positive online reviews to improve your ranking (10 is the starting goal).
  • As website visits account for the majority of customer actions on Google Business listings, make sure that your home improvement company’s website is modern, user-friendly, and filled with helpful information that aligns with your GB listing. Showcase your best work through high-quality photos and detailed case studies.
  • Since, on average, only 5% of Google Business listing views lead to a customer action, focus on increasing your conversion rate. Showcase your top projects, maintain a stellar reputation, and provide clear calls-to-action on your listing and website to encourage potential new customers to take the next step such as requesting a free consultation and quote.
  • Leverage the power of visual content by regularly uploading high-quality images of your completed home improvement projects to your Google listing, also including the project details and location. By building a robust photo gallery, you can significantly increase customer interactions and set yourself apart from competitors.
  • Take advantage of Google Posts to show off finished projects or share promotions and special offers directly on your Google Business listing. Posts can include text, photos, and even call-to-action buttons, making them an effective way to grab potential customers’ attention and encourage them to engage with your business.

With the home improvement industry experiencing steady growth in customer actions originating from Google Maps, it’s more important than ever to make your Google Business listing a central part of your local marketing strategy.

To get started, visit the Google Business website and follow the prompts to create or claim your listing. Be sure to provide as much information about your business as possible including your services.


Local SEO: The Foundation of Home Improvement Digital Marketing

In addition to optimizing your Google Business listing, it’s important to focus on Local SEO (search engine optimization) to improve your visibility and rank higher in local search engine results pages. This involves incorporating location-based keywords into your website content, meta tags, and schema markup.

For example, if you’re a roofing contractor in Naperville, IL, you’ll want to include phrases like “Naperville roofing company” or “metal roof installation in Naperville” throughout your site (just don’t overdo it). You can also build local backlinks by partnering with other local businesses in your area or sponsoring community events.

Create Service + Location Pages

Create dedicated landing pages for each main service you offer combined with locations you serve (e.g., “Bathroom Remodeling in Chicago”, “Kitchen Renovations in [Town Name]”). This strategy is crucial for home improvement companies because it allows you to target specific local keywords and provide highly relevant content for potential customers in each service area.

By creating these targeted pages, you demonstrate your expertise and familiarity with the unique needs and preferences of homeowners in different locations, increasing the likelihood of converting visitors into new leads, not to mention help search engines understand what you do and where.

Publish Hyperlocal Content

Integrate neighborhood names, local landmarks, etc., to make your content hyper-relevant to the communities you serve. As a home improvement company, showcasing your knowledge of the local area helps build trust and credibility with potential customers.

By incorporating hyperlocal content, you show that you understand the specific challenges and opportunities faced by homeowners in each community, such as weather conditions, architectural styles, or building regulations. This level of personalization can set you apart from competitors and make your company more appealing to local residents.

For example, you could write blog posts on local topics like “Preparing Your Chicago Home for Winter” or “Best Outdoor Living Trends in [Your Area]”. Blogging is a powerful tool for home improvement companies looking to attract local customers through search engines. By creating informative and engaging content that addresses the unique interests and concerns of homeowners in your service areas, you can demonstrate your expertise, build brand awareness, and drive more targeted traffic to your website.

Additionally, blog posts provide opportunities to naturally incorporate local keywords and phrases, further boosting your local SEO efforts.


Launching and Optimizing Google Ads Campaigns

While organic SEO is important for long-term success, paid advertising through platforms like Google Ads can help you generate more leads quickly. With Google Ads (formerly Google AdWords), you can create targeted campaigns that appear at the top of search engine results for specific keywords related to your services.

Here are some things to keep in mind when creating your Google Ad campaign:

Campaign Types

  • Search Ads: These are the text-based ads that show up prominently when someone searches for terms relevant to your remodeling business. They’re perfect for connecting with people actively looking for what you offer.
  • Display Ads: These ads use images and banners, appearing on websites partnered with Google. Display ads increase brand awareness and are great for reminding people about your services if they’ve already visited your website.

The Keywords

Choosing the right keywords is crucial, otherwise you might end up wasting a lot of money. So, think about what your ideal customers would type into Google. For example: “kitchen remodeling contractors in [city]”, “affordable basement finishing in [city]”, or “home addition company in [city]”.

Creating the Ads

Your headline needs to grab attention. Something like “Transform Your Home in [city]” could be compelling.

Briefly highlight the advantages of choosing your company, such as “Increase Your Home’s Value”, “Specializing in Historic Home Renovations”, “Affordable Financing Options Available”, “Award-Winning Design Team”, “BBB Accredited Business with an A+ Rating”, or “Locally Owned, Licensed & Insured”.

And tell people exactly what you want them to do, such as “Get Your Free Quote” or “Call for a Free Consultation”.


  • Location: Make sure your ads only show to people in the areas you actually serve – no point in paying for clicks from people you can’t help!
  • Time of Day: Some projects are more likely to be researched at specific times (evenings, weekends). Schedule your ads accordingly and consider upping your budget during those periods.

Use Negative Keywords

Just as important as what you DO want to appear for are the terms you DON’T. Negative keywords will prevent your ad from showing up for irrelevant terms that lead to wasted money. So, add negative keywords like “DIY” or “how to” to exclude people looking to do the work themselves as well as keywords like “jobs”, “careers”, “employment”, “tools”, “exhibition”, and so on.

Track & Optimize

Google Ads provides detailed data. Use it! Track how many clicks your ads get, the cost of each lead, and most importantly, whether those new leads turn into actual paying customers. Use this information to improve your ads over time.

Also experiment with different ad copy, targeting options, and bid strategies to find what works best for your business and gives you the best return on investment.


Enhancing Your Online Reputation with Customer Reviews

As mentioned earlier, customer reviews on Google can be a powerful tool for building trust and brand credibility with potential clients. You can also leverage online review sites like Yelp, HomeAdvisor, and Angi to gather testimonials from happy customers. Positive online reviews can help build trust and credibility with potential clients who are researching your business online.

In addition to encouraging reviews from satisfied clients, it’s important to monitor and respond to all feedback, both positive and negative. If you receive a negative review, resist the urge to get defensive or argumentative. Instead, respond professionally and try to resolve the issue offline if possible. By demonstrating that you value customer feedback and are willing to go the extra mile to address concerns, you can turn a negative situation into a positive one.

You should also showcase positive reviews on your website and social media pages and profiles to provide social proof and build confidence among potential customers and clients.


Other Home Improvement Marketing Strategies to Try

While a strong digital presence is essential for home improvement success, there are plenty of other marketing tactics you can explore to attract new clients and showcase your expertise. Below are a few home improvement marketing strategies worth considering.


Utilizing Photorealistic Designs to Showcase Projects

As a home improvement professional, your work speaks for itself. But what if you could give potential clients a glimpse of their dream project before you even break ground? That’s where photorealistic designs come in.

With tools like Cedreo or SketchUp, you can create 3D renderings of proposed projects that bring your vision to life. These designs can be especially helpful when working with clients who have trouble visualizing the end result or are considering multiple options.

By presenting photorealistic designs as part of your project proposal, you can help clients feel more confident in their decision to work with you and set expectations for the final outcome. Plus, these designs can be used in your marketing materials to showcase your creativity and attention to detail.

Imagine how much your proposal will stand out when you incorporate stunning 3D renderings of the proposed project versus a competitor’s proposal that is simply pages and pages of text and numbers.

Not only do photorealistic designs help you win more projects, but they can also streamline the design process and reduce the risk of miscommunication or changes later on. When clients can see exactly what they’re getting, they’re more likely to be satisfied with the final result.

So, if you’re not already using 3D renderings in your home improvement business, now is the time to start. With the right tools and a little bit of practice, you can create designs that will wow potential clients and set you apart from the competition.


Engaging Potential Clients through Social Media Platforms

Social media platforms like Facebook, Instagram, and Pinterest offer a wealth of opportunities to connect with potential clients and showcase your work. By regularly posting photos and videos of your projects, you can demonstrate your expertise and give followers a behind-the-scenes look at your process.

But social media isn’t just about broadcasting your own content. It’s also a great way to engage with your audience and build relationships. Respond to comments and messages promptly, and don’t be afraid to ask for feedback or opinions on potential projects.

You can also use social media to run targeted home improvement ads that reach homeowners in your area who may be interested in your services. Platforms like Facebook and Instagram offer robust targeting options that allow you to narrow down your audience based on factors like location, age, interests, and behaviors.


Publish In-Depth Case Studies

While before-and-after photos are great, consider taking your content marketing a step further with detailed case studies. These long-form content pieces allow you to showcase the challenges, solutions, and results of a particular project in depth. Case studies are powerful social proof and can be very effective in building credibility and trust with potential clients.


Embrace Video Marketing

Video content is incredibly engaging and shareable. Beyond static photos, consider creating videos that showcase project walkthroughs, client testimonials, or even short DIY tutorials related to your services.

Platforms like YouTube and Instagram Reels are perfect for this type of content. If you’re wondering if videos could move the needle for your business, consider these statistics based on a recent survey:

  • 90% of marketers say video marketing has given them a good ROI.
  • 90% of video marketers say video has helped them increase brand awareness.
  • 87% of video marketers say video has helped them generate leads.

And you don’t need to spend hours creating each video. According to the same survey, 39% of marketers reported that videos between 30-60 seconds in length were the most effective for engaging their audience, followed by videos between 1-2 minutes (28%).


Complementing Digital Marketing Strategies with Traditional Marketing

While digital marketing is indeed crucial for home improvement businesses, don’t overlook the power of traditional marketing approaches. These tactics can complement your online marketing efforts and help you reach a wider audience.


Targeted Print Advertising

Although digital channels dominate modern marketing, targeted print advertising can still be effective, especially if your ideal clients are more traditional. Consider placing ads in local newspapers, home improvement magazines, or even sending direct mail to high-potential neighborhoods. Then be sure to track your results to measure the ROI of these efforts.


Home Shows and Exhibitions

Participating in home shows and industry exhibitions provides direct access to homeowners who are actively looking for home improvement services. These events allow you to showcase your work, demonstrate your expertise, and most importantly, build personal connections with potential clients. Be sure to have plenty of business cards, brochures, and a way to capture leads for follow-up.

To find relevant events in your area, start by searching online for “home shows,” “home expos,” or “home improvement exhibitions” along with your city or region. You can also check with your local Chamber of Commerce, as they often have information about upcoming business events and trade shows.

Additionally, you may be able to find industry-specific events using these resources:

  • National Association of Home Builders (NAHB): The NAHB hosts several events throughout the year, including the International Builders’ Show (IBS) and regional trade shows.
  • National Kitchen & Bath Association (NKBA): The NKBA organizes the annual Kitchen & Bath Industry Show (KBIS), as well as regional events and chapters that may host local exhibitions.
  • Home Builder Associations (HBAs): Many states and local areas have their own HBAs that organize events, such as home tours, trade shows, and educational seminars.


Networking and Partnerships

Building relationships with other businesses in complementary industries can lead to valuable referrals and cross-promotional opportunities. Consider partnering with real estate agents, interior designers, landscaping companies, and other professionals who serve homeowners. Attend industry events, join local business associations, and actively seek out collaboration opportunities.

When networking with potential partners, focus on how you can provide value to them first, rather than immediately asking for referrals or business. By showing that you’re genuinely interested in helping them succeed, you’ll build trust and create a stronger foundation for a mutually beneficial relationship.

Here are some examples of how you can give first and show value to new networking partners:

  • Introduce them to other professionals in your network who could be potential clients or partners.
  • Offer to collaborate on a joint marketing campaign or co-branded content that showcases both of your services.
  • Provide a complimentary consultation or service to demonstrate your expertise and help them improve their own business.

By consistently providing value and being a reliable resource, you’ll naturally attract more referrals and partnership opportunities over time. Remember, successful networking is about building genuine relationships, not just transactional exchanges.


Implementing a Robust Referral Program

One of the most effective ways to generate new business is through referrals from satisfied clients. Word-of-mouth recommendations carry a lot of weight in the home improvement industry, as homeowners are more likely to trust a contractor who comes highly recommended by someone they know.

To encourage referrals, consider implementing a formal referral program. This could include offering incentives like cash or a gift card for clients who send new business your way.


Key Considerations When Marketing Your Home Improvement Business


1. Budget

Marketing can be costly, so it’s important to allocate your budget wisely. If funds are limited, start by focusing on a few core strategies that are most likely to reach your target audience. As you start seeing results and your budget grows, you can expand into additional tactics.


2. Target Audience

Different marketing strategies will be more effective depending on your ideal client. For example, if you’re targeting luxury homeowners, tactics like high-end print magazines or exclusive community events might work well.

On the other hand, if you’re aiming for budget-conscious homeowners, cost-saving promotions through mailers could be more impactful. Always keep your target audience in mind when selecting your marketing mix.


3. Tracking Results

To ensure you’re getting the best return on your marketing investment, it’s essential to track your results. Use tools like Google Analytics to see which efforts are driving the most traffic to your website. Consider using unique promo codes for different campaigns to see which ones generate the most potential leads.

Most importantly, always ask new clients how they found out about your business. By consistently tracking results, you can double down on what’s working and eliminate what’s not.

Remember, your home improvement marketing strategy is an ongoing process, so be ready to continually test, refine, and adapt your approach as you go.


What To Do If You Have Little Time for Marketing

As a home improvement contractor, time is a precious commodity. So, here are several strategies you can implement to effectively market your home improvement company even when you’re short on time:

  • Claim and optimize your Google Business Profile (Google Maps) listing
  • Run ads on Google and Facebook (consider outsourcing the ad campaign set-up and management)
  • Encourage and showcase positive customer reviews
  • Implement a robust referral program
  • Create SEO-optimized service + location pages on your website (consider outsourcing)
  • Publish hyperlocal SEO-optimized content, such as blog posts targeting specific neighborhoods (consider outsourcing)
  • Engage potential clients through social media platforms (focus on 1-2 platforms; consider outsourcing)
  • Network and build partnerships with complementary businesses
  • Utilize photorealistic designs (3D renderings) to showcase projects (consider outsourcing)


What To Do If You Have Little Money for Marketing

If your home improvement business is new, or if work has been slow lately, your marketing budget may understandably be small or non-existent. But by focusing on these tactics that cost nothing but time and effort, you can effectively promote your services and showcase your expertise without breaking the bank:

  • Claim and optimize your Google Business Profile (Google Maps) listing
  • Encourage and showcase positive customer reviews
  • Implement a robust referral program
  • Focus on local SEO by incorporating location-based keywords on your website
  • Create service + location pages on your website (create in-house)
  • Publish hyperlocal content, such as blog posts targeting specific neighborhoods (write in-house)
  • Develop a content marketing strategy, including blog posts and case studies (write in-house)
  • Engage potential clients through social media platforms (organic, non-paid posts)
  • Network and build partnerships with complementary businesses
  • Implement video marketing, creating how-to videos, project walkthroughs, and customer testimonials using your smartphone or tablet.


Building a Marketing Foundation for Your Home Improvement Company

Marketing your home improvement business may seem daunting at first, but by focusing on the strategies outlined in this guide, you can build a strong foundation for ongoing success. From mastering your digital presence to exploring new tactics and nurturing long-term relationships, there are plenty of opportunities to engage potential clients and showcase your expertise.

Remember, marketing is an ongoing process that requires consistent effort and attention. By setting aside dedicated time for marketing activities, even if it’s only a few hours a week, and continually monitoring and adjusting your strategies, you can stay ahead of the curve and attract a steady stream of new business.

As you implement these strategies, don’t be afraid to experiment and try new things. What works for one home improvement business may not work for another, so it’s important to find the tactics that resonate with your unique audience and brand.

With a solid , detailed marketing plan in place and a commitment to providing exceptional service, you can elevate your home improvement business to new heights and achieve the success you’ve always dreamed of.

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