Rules to Thrive: What Drives Home Improvement Contractor Success Online

June 23, 2016

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Scott Weigel

Sr. Director of Strategic Partnerships

TODAY’S SPEAKER

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How to succeed in an ever-changing online marketing world

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• Homeowner Behavior insights from HomeAdvisor• Thinking beyond just websites for your Digital presence• 10 ways to use HomeAdvisor to get more leads

• 3 Best practices to generate business

Agenda

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The Leading Home Services Marketplace

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Consumer Trends and Expectations

Part 1:

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Consumer Behavior

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Consumer expectations change rapidly

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Consumer Behavior

“of homeowners ask friends & neighbors for recommendations when hiring a home pro”

1 in 3“do it because they don’t know where else

to go to find a reliable pro”

And, yet, most want better tools & information that friends and neighbors can’t provide:

64% “say background checks are a must”

72% “want to read ratings & reviews”

55% “want multiple bids”

78% “need help connecting with pros”

73%

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Consumer Behavior

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Part 2:

Service professional capabilities and trends

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Online Service Professional Trends

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Service Professional capabilities do not change as rapidly as consumer expectations

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Filling in the gap

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Filling in the gap

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Part 3:

The Online Marketing Landscape

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Wouldn’t it be great if homeowners went directly to your website?

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But in reality, they do this:

Or this

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The Customer Journey to Online Purchase

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Poll

How many digital channels do you use?(Website, Organic Search, Social Media, Email Marketing, Display Advertising, Google

Adwords/PPC)a) Just my websiteb) 2 to 4 digital channelsc) 4 to 6 channels

2016

BUILD HIGHWAYS BACK TO YOUR BUSINESS

Proprietary + Confidential

www.yourdomain.com

CONSUMERS ACT IN MICRO-MOMENTS

Source: Google

Search is indispensable in customer journeySearch impacts brands

Display engages and educatesDigital content is key to decision-making

Online Video informs and connectsSight, sound, and motion tell stories & fuels conversions

ONLINE DIRECTORIES SIGNAL A WIDE PRESENCE

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Lead Generation Sites

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Search Engine Optimization(SEO)

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Search Engine Marketing (SEM)

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Social Media

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Social Media Profile

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Online Review Sites

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Part 4:

Best practices to generate business

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1. Connecting with the homeowner

2. Converting them

3. Doing a great job on the project to get a positive review / referrals

Three step process

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• Be found where they are looking

• Measure everything

• Consider hiring a full-time customer service representative or using an

answering service

1. Connecting with the Homeowner

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9 out of 10 homeowners research options online

before hiring a pro

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• Produce content that shows you are an expert

• Make sure your online presence and reputation represents you well

• Always allow customers to book within 48 hours

• Set yourself apart from the competition

2. Converting the Homeowner

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95% of homeowners would pay more for a quality pro

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• Set expectations properly

• Give a timely, accurate and professional updates

• Use technology for optimal communication, scheduling and invoicing

3. Doing a Great Job to Get a Positive Review

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99% of homeowners will hire a pro they have used before if it

was a good experience

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Thanks!