Home Services Marketing Through Optimized Creative Campaigns

Home services marketing for companies that assist customers with projects like roofing, landscaping, HVAC, plumbing, electrical, cleaning and contracting services depend on generating sales at a very local level.

Ten years ago, Luminus was born in Buffalo, NY from creative website production and digital marketing, meaning our tech-savvy roots and experience position us to produce optimized and trackable marketing campaigns for localized audiences. Over this time, strategic brand and marketing processes have been developed that allow our team and clients to maintain a deep understanding of how the audiences, channels, and objectives for a creative marketing campaign will come together to achieve a successful result. Each creative campaign we tackle is approached as a team, bringing design, copywriting, marketing, and development roles together to collaborate. We approach home services marketing no differently.

Having fine tuned messaging for each type of customer results in a higher probability of converting a lead

Digital marketing in the home services industry has become one of the most cost-effective forms of advertising. As localized service providers, marketing through digital channels allows for pinpoint targeting of optimized creative campaigns to reach and convert the exact audiences you need for new business. At Luminus, we define those audiences (with your help), and strengthen this approach by having fine-tuned messaging for each type of customer, resulting in a higher probability of converting a lead. We also understand that this industry requires the flexibility to alter campaign settings, budgets, and messaging on the fly to respond to the seasonality of some home services. Often left under-utilized in the digital space for service based companies are ratings and reviews, which play a major role in influencing customers during their consideration phase. Digital reputation management and customer feedback campaigns offer high returns on investment for future sales, and improve internal customer service processes.

Home Services Marketing - Reviews

Still, with all the possibilities that digital marketing offers, launching a fully integrated campaign that also includes direct mail has a high rate of return for the home services industry. As digital marketing has started to consume the majority of campaign budgets, the opportunity to be noticed and impactful in traditional direct mail has improved. Given that these service offerings benefit homeowners, receiving information addressed to your home makes an immediate connection. Even when using traditional marketing tactics like direct mail, our marketing efforts can be trackable through custom web links, promotional codes, and variable phone numbers.

Direct Mail Used in Home Services Marketing

Optimized marketing in action

Heating & Cooling

As a third generation family-owned HVAC company, A.G. Roehrig and Son had been through multiple digital marketing partners. Our Luminus team stepped in and performed a deep dive into their company and audiences to get a full understanding of who the customers were and what channels were best to engage with them. An overhaul of the website included optimized content along with fully trackable creative campaigns for both the summer and winter seasons, allowing for a more informed approach to digital marketing. These efforts helped A.G. Roehrig leadership feel more informed when working with our team.

Value of Branding For Home Services Marketing

Commercial & Residential Roofing

Trylock Roofing is a second generation roofing company that specializes in commercial roofing and advanced residential roofing. The Trylock Roofing brand identity needed an overhaul and our team focused on creating an identity that really emphasized the commercial speciality of the brand, while retaining a residential nod. When it came to planning an SEO-ready website, creating dedicated commercial and residential areas of the site allowed for more specialized content. The new Trylock brand was implemented across trucks, signage, and digitally. To date, the Trylock has maintained its search advantage over its two main competitors and generated just over 1,000 leads through SEO and content efforts with Luminus.

 

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Visit the Trylock Roofing website.

Trylock Roofing Website Before

Trylock Roofing Website After Rebranding and Marketing

Landscaping & Snow Removal

Tedesco Enterprises came to us as a startup in its second year needing to get their name out into the public to generate new business. After some initial localized audience research, two optimized integrated campaigns were created for the summer and winter seasons. The campaigns utilized an optimized web presence, search and social advertising, and direct mail. These initiatives worked together to build a foundation and online destination for all future marketing efforts to utilize as the company grows with each year’s seasonal campaigns.

 

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Interested in having our team in Buffalo, NY help with your company’s home services marketing?

If brand strategy, strategic marketing analysis, and an optimized approach to trackable relevant creative advertising campaigns are part of your needs for marketing, give David a call at (716) 332-1640 x104 or email us using the form below!