Build Your Home Services Marketing Strategy to Target the Nearly 1/2 of US Homeowners Planning Improvements this Year

There is a fantastic opportunity in 2022 for home services marketers to acquire new customers and grow their businesses. Continuing a trend that escalated after the onset of the pandemic, 74% of homeowners are looking to home improvement to increase the value of their homes. In fact, the average number of home improvement projects projected for this year has doubled compared to 2019.

Did you know? 46% of homeowners say they intend to hire a professional in 2022.

How are you allocating your advertising dollars to acquire these homeowners as they plan their home improvement projects and make purchase decisions?

What types of projects are these homeowners likely to hire a home services professional to complete? Here are the top 10 according to a recent report:

  1. Renovate the entire house
  2. Exterior improvements
  3. Pool
  4. Kitchen
  5. Deck
  6. Bathroom
  7. Patio
  8. Basement
  9. Home Gym
  10. Closet

Create a personalized experience by targeting potential customers with relevant messaging as they are reviewing providers for their home improvement projects. Make the most of your advertising investment by leveraging a multi-channel approach with the capability to customize messaging to target homeowners down to the household level.

Consumers who are planning major home remodeling projects within the next year have responded to a variety of advertising types in the past 12 months:

  • 67% ads/coupons in the mailbox
  • 63% streaming TV ad
  • 62% pre-roll video ad
  • 63% internet banner ad

With escalating material and labor costs and ongoing, often unpredictable supply chain delays, it is more important than ever for home services providers to get the most value from their advertising spend.

DON’T allocate all your advertising dollars to a single channel!

DO utilize a multi-channel approach to drive results and increase your ROI.

Why does it matter? Integrated advertising solutions work synergistically to lift response rates as much as 118% and conversion rates by as much as 28%.

  • Print drives 11% purchase intent compared to only 4% with digital alone. That’s a 175% INCREASE when anchoring your digital campaign with print.
  • Response rates increase by 30% when direct mail is paired with digital targeting.
  • 60% of consumers are more likely to make a purchase after seeing an ad offline and online.
  • 69% of purchase influence is driven by print and digital media.

When you partner with Mspark to achieve your marketing goals, you can be confident your advertising campaigns will be supported by data analytics that identify your best customers, where they live, their buying preferences, and where you can find prospects that most resemble your customers. Data is then used to shape messages that will resonate with your target audience.

We partner with home services providers across the country to develop innovative, multi-channel advertising solutions that increase reach and response to drive results and maximize your advertising spend. We help you achieve these goals through a combination of print solutions, trigger-based marketing programs (including new mover marketing), as well as digital and video advertising solutions. Read how other home services providers have benefitted from our solutions in our Home Services Case Studies. Reach out today to plan your strategy!

Sources: Lowe’s 2022 State of the Pro Report; AdMall AudienceSCAN 2021; Millward Brown Print Campaign Analysis; Simplifi; ANA/DMA Response Rate Report; Edgar Online; IPC Cross-Border E-Commerce Shopper Survey 2019; Valassis Purse String Survey; Data & Marketing Association