Since the onset of the COVID-19 pandemic, more than 70% of Americans have tackled home improvement projects. It’s a trend that is expected to continue, with $400 billion in home services spending projected for 2021 in the U.S. The on-demand home services industry is projected to grow 53% from 2020 through 2024.
Now is the time to rethink your marketing plan to engage consumers as they research and plan home improvement projects and renovations. Word-of-mouth advertising or online presence alone isn’t enough. Keep reading to learn how to build your strategy for success.
Raise Awareness and Increase Activation and Purchase Intent
The average cost per lead for home improvement and repair providers is on the rise, often exceeding $100 currently. A multi-channel approach with online and digital raises awareness while direct mail increases activation and purchase intent, helping providers acquire customers at a lower cost.
Did You Know?
Adding a direct mail component to your marketing mix gives you a powerful tool to help achieve your goals. Engagement with the mailbox is at an all-time high:
- Consumers spend 11 Minutes sorting, opening, and reading mail daily.
- 79% of recipients look forward to checking their mailbox each day.
- Daily mail engagement has increased 69% since March 2020.
Direct mail does more than simply engage consumers; it drives awareness and purchase intent.
- Advertisers achieve a 33% lift in unaided ad awareness when print is integrated with digital campaigns vs. digital-only campaigns.
- When print is paired with digital media, advertisers see as much as a 30% increase in response.
- Print drives 11% purchase intent compared to only 4% with digital alone – That’s a 175% increase in purchase intent when anchoring your digital campaign with print!
Get Results You Can Build on into 2021 and Beyond
Retool your strategy to gain customers now and continue to build into 2021 and beyond with a marketing mix that positions you to capture your most profitable customers with our targeted solutions designed to fit any need and budget.
IMPACT POSTCARD
Increase response rates and ROI with targeting down to the household level with the Impact Postcard – Because it mails outside our package, the Impact Postcard gives your message the benefit of looking like a stand-alone piece at a fraction of the cost of traditional postcard delivery. The postcard gives you the capability to build awareness and brand consideration along with the flexibility of 1:1 loyalty and acquisition messaging in one mailing.
TARGETED INSERTS
Targeted Inserts keep campaign costs low while offering high ROI – Available in 9 sizes to maximize your budget and extend reach, our Targeted Inserts feature your business on a 2-sided, full-color piece that targets your ideal consumers with no wasted ad spend.
QUICK CONNECT POSTCARD
Target movers as they make purchasing decisions for their new home with Quick Connect – More than 70 brand decisions are made during a move, with consumers spending an average of $9,000. Additionally, movers are 5x more likely to become long-term customers. The Mspark Quick Connect Mover Program is a trigger-based solo postcard that gives our clients the flexibility to target pre- and new movers and reach their mailbox within 2-3 days when they are quickly making purchase decisions.
Our Leading Home Services Partners Include:
For more insight to help you create a successful marketing plan, as well as a success story, reach out by clicking Get Started below.
Sources: Remodeling Activity to Increase Through 2021 | Residential Products Online; 4 Home Services Trends for 2021 Every Marketer Should Know (dialogtech.com), USPS Consumer Mail Moments, Spring 2020, Summit Research; Millward Brown Print Campaign Analysis; IPC Cross-Border E-Commerce Shopper Survey 2017; Valassis Consumer Survey)
