Traditional vs. Digital Home Renovation Marketing

Traditional vs. Digital Home Renovation Marketing

By Lucy Volway

May 9, 2024

Home renovation marketing is more important than ever. By the end of 2027, the US market will be worth more than $600 billion. You need the right ad and sales strategies to thrive in this competitive industry.

Marketing allows you to promote your expertise. It also helps you differentiate your company from your competitors. Your marketing strategies are even more critical if you have a new business in the industry.

The right strategy can highlight your unique selling points and brand identity. It can also earn you a place alongside established home renovation companies.

Today, home renovation marketing efforts rely on two different approaches: traditional and digital.

Traditional techniques like mailers and print advertising are still useful. But digital marketing is also highly effective. The challenge is deciding which methods to use. And how much time and money to invest in each.

In this article, we will compare traditional and digital home renovation marketing. We will explore when each is most effective and look at potential drawbacks.

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The Importance of Home Renovation Marketing 

Effective home renovation marketing brings three different benefits to your company. Each benefit represents a different stage of the sales process. Effective marketing helps you raise awareness for your business. Then, it aids you in finding your target audience. Finally, it leads to more sales, allowing you to succeed and grow your business.

Here is a closer look at why these three areas are important.

Building Your Brand 

A strategic marketing plan helps establish your renovation company’s brand identity. Your brand should be unique from your competitors and highlight your strengths.

You can add the same brand messages to traditional print ads and online efforts.

In the home renovation sector, reliability and value are important for every brand identity. Customers need to trust you because you are working on their home. Your work will impact their living space for years to come.

Lead Generation

Marketing goes beyond raising awareness in your company. You need to get qualified leads. These are potential customers looking for renovation services. This audience is most likely to enlist your services.

For instance, you can use marketing to find homeowners interested in your services. You can use different techniques to gauge their interest. Then, you can focus your marketing budget on those most interested in renovations.

With the right approach, you can concentrate on these high-conversion homeowners.

More Sales 

The ultimate goal of traditional and digital marketing is more sales. The previous phases all lead to this one.

Good marketing fundamentals in each phase lead to more clients. Clients arrive at this final phase already primed to use your services. You still need to get the customer to sign the contract. However, good sales techniques will lead to a high conversation rate.

Both traditional and digital home renovation marketing can bring these advantages.

Woman reading newspapers at wooden table

Traditional Home Renovation Marketing

Home renovation companies have used traditional marketing for decades. These methods often involve physical advertisements. Usually, they are less targeted than digital marketing. For instance, they involve putting up posters or sending out mailers.

But these time-tested methods are still effective. They are especially useful for building brand awareness. Mail and sign-based ads are also useful for targeting local areas.

Direct mail and print advertising are the two cornerstones of home renovation marketing. Here is how they work:

Print Advertising 

Print advertising raises awareness of your services and brand. It can get your company name in front of potential clients.

This marketing type involves running ads in local newspapers, magazines, or community newsletters. You can also print posters to place in public areas.

Traditional print ads rely on eye-catching visuals. They also use catchy, short headlines to get viewers’ attention. The ads have a number or website to get people to the lead generation phase.

Direct Mail Advertising 

Postcards can target all homeowners in a specific area. They are targeted and go directly to your main audience: homeowners.

Flyers and postcards often rely on visuals and catchy taglines. But, they can contain more information about services. You can also showcase your past projects and highlight your unique selling points.

Also, you can personalize messages and price ranges for each target area.

Digital Home Renovation Marketing

Digital marketing has given home renovation companies many new tools. It lets businesses target their audience on computers and smart devices. The field of digital market methods is wide and varied.

It includes websites, email, paid ads, social media, SMS messaging, and more. Businesses can also use keywords and locations to optimize website and blog content for search engines.

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This approach levels the playing field for small businesses.

Here are two examples of popular digital marketing strategies:

Social Media 

Social media is the one of the top strategies, with 77% using it to connect with their audience for free. Local service businesses need to focus on their specific area when using social media. They can also use search engine optimization (SEO) to rank on Google search pages.

Pay-Per-Click (PPC)

PPC advertising is cost-effective for two reasons. In most cases, it allows businesses to target specific audiences on specific platforms, and advertisers only pay when users click on the ad. They won’t pay for traffic they’re not getting.

Digital marketing concept hands holding tablet with icons

Traditional vs. Digital Home Renovation Marketing 

Both traditional and digital marketing offer unique advantages and disadvantages. Here is a look at each.

Traditional marketing can be geographically targeted to reach homeowners in your local area. Physical ads are more noticeable compared to online traffic.

However, you can’t measure results accurately with traditional marketing. Also, printed ads are often costly. It’s also likely that most recipients are not interested in home renovations.

Digital marketing offers a more targeted and cost-effective approach. You can connect with homeowners in specific areas using SEO and social media. You can also use specific metrics to gauge their interest.

The drawback is that digital marketing requires ongoing effort. You need to constantly update accounts and interact with the audience. Also, it may not reach demographics who rely on traditional media.

The biggest advantage of digital marketing is that the audience interacts with websites or apps. They can show interest with clicks or email signups. This facilitates both branding and lead generation.

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How You Can Start Marketing Your Home Renovation Business Right Now 

Here are six steps you can take right now to improve your home renovation marketing strategy:

  1. Define your target audience. Understanding your customers is crucial for making a good marketing strategy. Define your skills and approach to renovating. Then, list the demographics who need these specialized services. Focus your marketing efforts on these groups. 
  1. Determine your marketing budget. Make a realistic budget for your marketing efforts. Remember that some digital marketing is free (but requires a time investment). So, you can create a strategy that fits your budget. 
  1. Create a user-friendly website. It’s important to show your work. But you also need a site that is easy to navigate. If users get confused or frustrated, they may leave.
  1. Use social media. Talk to potential clients on platforms like Facebook and Instagram. You can share project updates and design inspiration. This will help improve your brand identity and gain trust.
  1. List your business in online directories. Use Google Business Profile and Houzz to list your services. These platforms allow homeowners to find local renovation companies.
  1. Request online reviews. Encourage happy customers to leave positive reviews on Google, Yelp, and other platforms. Positive reviews build trust and credibility.

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Knowing the difference between traditional and digital marketing methods will help you effectively spread the word about your home renovation business. With these tips, you can perfectly tailor your marketing strategies to suit your ideal audience and ultimately attract more customers.

If you’re ready to dive in and plan your targeted marketing strategies, schedule your demo with Socius today.