The following are five great home improvement advertising ideas that will motivate your team and attract customers:
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1.Show Images That Are Relatable
The best way to attract new home improvement leads is to show images that your current (or future) customers can easily relate to. If your target customers see themselves in the ad, they will pay attention. This is according to Benjamin Stenson, CEO & Founder of Norsemen Home Remodelling.
The following is an example from one of our clients, a home improvement store and lumberyard:
This image depicts a couple in a new home preparing to paint the wall in true DIY fashion. It may be a spontaneous project, or a well-planned one, but it captures the eagerness of the couple to transform the new space.
As a result, the image is likely to attract similar visitors. Why? Because they can easily relate. Because they appear excited, cautious, maybe a bit overwhelmed by the process.
2.Offer an incentive that is unique
Once you have their attention with a relatable image, keep their attention by offering a unique incentive.
If your Home Center is located in the northern US, here are a few examples of timely, necessary sales that drive traffic:
January or February: $5 off interior paint
Lawn & Garden 10% off in April
December BOGO Power Tool Sale
Memorial Day Weekend Propane Fill-up for $20
Remember to use specific sale-end dates and make sure to mention that the offer only applies to in-stock items when offering a discount.
Advertising incentives aren’t just about sales. Here are some other ways you can entice your customers:
Financing at 0% or low interest
Delivery is free or low-cost
Consultations are complimentary
Make the incentive short, simple, and easy to understand. Thanks to Alex Federo, co-owner of FTW Concrete Contractors.
3.Take a different approach
Do something different with your home improvement advertising sometimes instead of the same old, same old.
A simple change-up, such as using a video instead of stills, can grab your customer’s attention.
Use family-friendly visuals and copy to convey that your staff is courteous, helpful, and family-friendly.
If you want to attract young contractors, show them working from the tailgate of their new pick-up truck, wearing Carhart’s.
Feature before and after videos of your kitchen installations to sell new kitchens to second homeowners.
It is more likely that your customers will remember images and videos than written articles and copy. Use bold colors to highlight points and include a photo or graphic to illustrate your point. This is according to Ken Adams, CEO & Founder of FullOfSports.
4. Include a clear call-to-action
Your home improvement advertising will be more effective if you have a clear call-to-action (CTA). This is marketing speak for what you want your customers to do.
Print, radio, and TV ads can include a short website address or a text short code for a CTA button. Thanks to Bruce Rodriguez, owner of LAX Concrete Contractors.
5.Be Personal, Don’t Be Afraid
Show off what makes your home improvement business stand out.
Employees loading new products
Promote Eagle Scout projects by letting people know you sponsor them
Display your newest designs
Even something as simple as announcing the arrival of new Decking may be cool to your customers:
Make sure your customers know that you can help them with any project, large or small, that they may have.
Your customers might want to paint a room, design and renovate their kitchen, build a shed, or build a deck or patio to enjoy their backyard.
If they have these projects in mind, inspire them, coach them, and encourage them to think of you. This is thanks to Smithe Sodine, founder of Smithy Home Couture.