Are you looking for effective ways to generate leads for your restoration business? Here are some marketing tips that will help build your online presence, get more referrals, and close more deals for your restoration business.
A restoration service needs to strike when an opportunity presents itself. A flood or fire, tragic as they are, mean revenue for a restoration service. This presents several challenges. Most restoration services need to market in larger geographic regions to stay busy. There may be slow periods suddenly followed by a major weather event. Referral programs are essential. You’ll need to develop networking and relationship-building skills. A strong online presence is important, including a website and social media marketing.
Here’s a breakdown of restoration marketing tips that will help you get new leads and stay a step ahead of the competition.
Restoration Marketing Tip #1: Develop a Solid Website
The hub of your restoration service marketing is your website. Your online marketing will funnel to it, but so will much of your offline marketing. Expect most of your leads to check your site before they decide to contact you.
You want a conversion-based design that clearly communicates what you do, where your service areas are, and why you’re a better choice than the competition. Your contact info should always be in front of people with a clear call to action to reach out to you.
Restoration Marketing Tip #2: Have a Unique Value Proposition
One of the keys to gaining an advantage over your competition is to develop a unique value proposition. It needs to communicate a specific value tied to your offer, clarify the benefits customers will receive, and state why you’re a better choice than the competition.
Consider these questions to help you determine the reasons customers should choose you over the competition:
- Do you have a price advantage?
- Do you have a method for offering accurate estimates?
- Do you have a process or technology the competition lacks?
- Do you offer a specific, written satisfaction guarantee?
- Are you more responsive or can you complete jobs faster?
Restoration Marketing Tip #3: Manage Your Reputation
While clear website info and a strong value proposition are vital, there is another type of content which is even more important. This is not content you create. It’s created by your customers when they review you online. Today’s consumers turn to reviews to finalize their decisions, and they’re highly influenced by what previous customers say about your work.
Realize that everything you do with customers impacts your marketing. When in doubt, put the customer’s needs first. Overwhelm people with your service. Follow up with customers to encourage them to review you. Mention it in phone call follow-ups. Send email follow-ups that are effective at getting more reviews. Try to get reviews on the major platforms including Google, Top Rated Local, Facebook and HomeAdvisor.
Keep an eye on customer reviews and respond to anything negative. Reviews are also a great place to get customer feedback that can help you improve your service.
Restoration Marketing Tip #4: Master Search Marketing
Restoration is not a service people use frequently. Some homeowners and businesses go decades without calling someone. This means that when they do have a need, they’ll go to Google search to find local services. You want to be all over page one. There are three ways to dominate the search results.
The first is pay-per-click advertising. These ads are run through auction-based systems like Google AdWords and Bing Ads. The main advantage here is that you show in the top positions reserved for paid ads. You can also control the ad copy and landing page.
Next, you need to set-up and rank for Google My Business. This is Google’s maps listing and review platform for geo-targeted searches. It’s a free listing you can optimize with your descriptions and customer reviews.
Finally, you have your website listing on search engines. These are free clicks, with ranking gained by optimizing your website for keywords, gaining links, getting social media traffic, adding content to your blog, and fixing any broken pages or links on your website.
If you do this right, you’ll show up in three places on page one!
Restoration Marketing Tip #5: Plan for Weather Events
At some point there will be a weather event, like a fire or flood, that creates a surge in searches for restoration services. With your paid ads, set up campaigns that are specific to the weather event. Set aside a budget so you can run those ads aggressively during this period. When you turn the campaign on, geo-target the ads so they show in the impacted area.
These events are high ROI opportunities for restoration services, but you need to be ready to act quickly. If you’re working on your ads and landing pages a week after things happened, you’ll be too late.
In addition, make sure you use re-targeting ads. Often, people will visit your website but not make an immediate decision. These ads follow up with leads as they surf the web or visit Facebook, increasing your chance of getting their business.
Restoration Marketing Tip #6: Create Partnerships and Referral Programs
Restoration services gain a lot by partnering with businesses with similar target audiences. You’ll want to develop relationships with real estate agents, contractors, plumbers, painters, handymen, roofers, carpet cleaners or any other business that offers home or business services.
Your relationship may just be an informal agreement to refer each other to your clients, or it may be a paid referral program where you pay a specified amount for a qualified lead. Start attending networking events and connecting with people on LinkedIn. You can benefit from the marketing of other businesses as they benefit from yours.
Restoration Marketing Tip #7: Create a Video
Video is a fast, effective way to communicate your value proposition and reach your audience. In 30 seconds to 2 minutes, you can explain everything you offer and motivate people to act. Videos are not a huge investment, but they can offer a lot of return. Optimize them for search on YouTube, embed them on your homepage and use them on social media.
Restoration Marketing Tip #8: Create a Facebook Business Page
As a restoration company, you might think Facebook isn’t worth it for marketing. Think again. The consumer public is on Facebook. Many people ask for recommendations and discover businesses on Facebook. You need a presence there. You can list all your relevant business information, set up a call to action to request an estimate, and use messenger to communicate directly with leads.
Post to your timeline so people can get a feel for your staff and your work. You should connect with your partner businesses and comment on their posts. Use Facebook ads to target advertisements by geolocation and demographics. Facebook lead ads let people convert without leaving Facebook, or you can direct them to your website.
One effective strategy is to target a geographic area after a weather event using demographics of household income. This lets you target leads who both need you and can afford you.
Managing marketing without a planned strategy is ineffective nowadays. There are too many channels to deal with, too many ways for people to communicate. That’s why OVR Equipment Sales & Rentals offers this article. We want to partner with you to help you stay busy selling leads and working with customers. Why? Because our business is your success. OVR has been in business for over a decade. We speak restoration and we’re invested in improving your bottom line.
Victoria Barber Emery is the marketing manager for OVR. Connect with her about branding, marketing, and dogs on LinkedIn.