Modernize, a company that generates home improvement leads through high-traffic digital marketing channels, recently conducted a survey that yielded surprising findings—out of 23,000 homeowners polled, a whopping 83% said they did not have a budget for home improvement projects. Furthermore, of those respondents who said they did have a budget, most had little confidence in it.
In the face of this homeowner uncertainty, how can flooring contractors survive and thrive? In short, they can succeed by covering all the key aspects of their marketing and sales processes.
Following are several boxes flooring contractors need to check.
Initial qualification. The first step is to qualify the lead early. Ask questions about the homeowners’ goals, flooring options and, of course, their ability to afford your services. However, before discussing dollars and cents, talk about the number of rooms, existing flooring and homeowner preferences. During this initial conversation, mention price range brackets to help the homeowner understand their options. This helps them “self-qualify” and enables contractors to guide the conversation based on their preferences.
Build value. Most installers don’t want to compete by being the cheapest provider. Turns out, many homeowners are less concerned with price than the company reputation and quality of the finished floor. Working with those homeowners will be more profitable. That’s why establishing the value of your services must be a priority. When homeowners envision the benefits of the project, they will be more confident in investing. Contractors can do this by sharing testimonials, accreditations or certifications, warranty/support offers and showing before/after photos of previous projects.
Walk through the budget. After qualifying the homeowner’s budget bracket and establishing the value of your services, it is time to break down the details. As an industry expert, homeowners expect you to have confidence in the cost and value of your work.
In this regard, it helps to be proactive with your communication; this will go a long way in building trust. Take the homeowner step-by-step through all the costs associated with the project. If they are hesitant about the price point, you should be ready to offer alternatives.
Also, be sure the contract terms are easy to understand. Getting everyone on the same page reduces the risk of misunderstandings, which could lead to project failure or poor customer satisfaction.
Build confidence. When homeowners are considering an investment to improve their home’s floors, some hesitate or pause once they grasp the total budget. In order to build greater consumer confidence—especially among undecided homeowners—the best thing to do is develop a relationship with each homeowner to foster trust. This entails everything from establishing frequent communication during the research and planning phases as well as asking questions that demonstrate genuine interest in their project.
Gregg Hicks a new business leader for Modernize Home Services. He has 20 years of experience across web analytics, SEO, social, SEM and affiliate marketing, and is a longtime marketer of home improvement services.
