10 Marketing Ideas For Your Home Remodeling Business
The home is now more than a home. It’s a space to work, a classroom, an entertainment space, and a place to relax. This sentiment is leading to inspiration for new home projects, tackling neglected jobs, and finding any good excuse to get off the couch.
From garden to kitchen, bathroom to bedroom, windows to doors, and all the HVAC and plumbing in between, how can your home remodeling brand connect to an audience looking for exactly what your brand offers? The experts at TEGNA have developed a great list of how advertising can help connect you to new and loyal clients and customers alike.
Why Are Home Remodeling TV Advertisements Important?
Advertising is an important part of the industry, helping to connect homeowners with the products and services they need to create their ultimate dream homes.
As viewers continue to spend more time with TV than with any medium, TV is still the top influencer on buying decisions. It’s also the most efficient cost per thousand of any medium that allows you to reach people in all areas of the sales funnel.
“Home improvement companies with high ticket services that are B2C are the obvious brands that can benefit from TV advertising. They advertise all the time, which makes a ton of sense,” says Jeff Beacham, Local Sales Manager at TEGNA’s WGRZ in Buffalo. “If you sell one roof, it could pay for the whole campaign and then some, not even considering future clients and branding/awareness benefits.”
When done right, TV advertising can help:
1. Create Awareness & Interest
Homeowners may not be aware or interested in the latest trends in home remodeling, the newest products, or the latest technology available for home renovation. TV advertising can generate interest or inspire them to develop a drab space into a new wonderland.
2. Education & Inspiration
Once they know the options available, TV ads can educate homeowners. For example, an ad for a new kitchen appliance may provide valuable information on its energy efficiency, durability, or ease of use, helping them to make informed decisions.
3. Build Trust
Studies have shown that consumers are more likely to trust – and buy from – brands that advertise alongside sources of information they trust, such as local TV news stations. Using a visual medium such as TV ads can showcase a company’s experience, quality of work, and reliability, helping to establish credibility with potential
Ultimately, the goal of advertising is to drive sales. By creating awareness, generating interest, building trust, and providing information, advertisements can help increase the likelihood of a sale.
How Well Do Home Improvement Ads Work?
Once seen as a major limitation, TV campaigns can be measured and tell you how effective your TV campaign is. TEGNA Attribution is just one example, and it collects real-time data for TV shows and their accompanying ads. Then, viewership metrics are connected to outcome metrics such as website visits, app downloads, and more. This data can be used to prove the value of TV/streaming schedules to drive business results, make optimization decisions, and maximize the efficiency of paid media.
But don’t take our word for it. Here is an example of a home service brand that has seen great success with TV and streaming advertising:
- Building Great Results with iRestore & KSDK: “Since partnering with KSDK, we’ve seen tremendous success. We’ve seen our stock rise in the local community as far as recognition, and customers feeling a little more at ease when dealing with somebody they’ve recognized and seen on TV,” says Kirk Kupsky, Owner of iRestore in St. Louis.
How Do I Advertise Home Renovations?
Advertising is about reaching the right audience at the right time and place. To do so effectively, you can’t just take shots in the dark and hope it works. That’s why creating a media plan is one of the most critical components of your marketing campaign.
You can include Television and OTT Streaming ads, Digital Channels, Google, Email, and social media in your campaign. However, TV and Streaming advertising may be the most effective path for you to take.
1. Know Your Target Audience
Before starting your media plan, you must know your target audience, goals, and KPIs. This Audience Spotlight takes a look at the mindset of homeowners, both new and old, looking to complete home improvement projects. For example, Millennials make up the majority of first-time home buyers, and 82% are willing to purchase a fixer-upper in need of major repairs – but 1 in 4 that do, regret it. This report from the National Association of Realtors Research Group (NAR) is another great deep dive into homeowners’ mindsets.
“I always suggest getting with our station’s research director to find the best-performing programs for the target audience,” says Susan Marley, Senior Account Executive at TEGNA’s WTSP in Tampa Bay. “Once the campaign begins, monitor monthly attribution reports and make optimizations to better-performing shows.”
2. Focus on Creative
Once you know your target audience, you should know what types of creative will resonate with them. There are a lot of fun and creative ways to develop messaging, and you can have different creative messages for different programs or targets you’re trying to attract. By leveraging sound and enticing visuals, commercials make brands memorable, which improves brand awareness and increases ad recall.
“Broadcast TV is the quickest, most efficient means to put a business’s branding and call to action forward in front of the right target audiences,” says Beacham. “It’s visual, and you can see the beauty of a home remodel.”
Additionally, when audiences become captivated and emotionally connected to an ad, it improves brand awareness, ad recall and increases purchase intent.
3. Connect with the Local Community
Consumers increasingly want to connect with brands that are more than just selling to them – they want a brand’s goals to align with their own. Local TV advertising – including partnering with local TV stations for community events – allows brands to showcase their commitment to the community, which in turn helps to generate trust and further build brand awareness.
“Aside from sales, what does your brand stand for? What’s the problem you’re solving? What is the connection the brand has to people? Create a marketing message that isn’t about pushing a product, but creating a field,” says Wes Rodda, Director of Marketing at TEGNA’s 11Alive in Atlanta. “Advertisers need to be open to doing things that might be out of their comfort zone. If your brand messages aren’t the right tone, your creative isn’t going to be effective.”
Remember, advertising is a continuous process, and building brand awareness and generating leads takes time and effort. Be consistent in your marketing efforts and always strive to provide exceptional customer service to your clients. Contact TEGNA today to get started with TV advertising.
10 Tips To Advertise Your Home Remodeling Business
As mentioned above, focusing on your target audience, creative, and community connections is crucial in advertising your home remodeling company. Based on current market trends, we have some additional tips to reach your target audience best and build sales.
Advertise to Millennials: With 72 million strong in the US and 1.8 billion globally, millennials are a coveted group with more purchasing power than any other generation. TEGNA’s original research whitepaper, Mastering the Millennial Mindset of Today, found:
- 45% of millennials did home renovation projects in 2022
- 24% are saving up to buy a home
- 18% are saving for major home improvements
Advertise to Boomers: The boomer generation will account for 56% of all residential remodeling spending by 2025. They show a need to make their homes as safe and comfortable as possible as they address aging-in-place renovations. Be sure to show how your brand can help make the home safer for this aging population.
Tell a Compelling Story: When audiences become captivated and emotionally connected to an ad, it improves brand awareness, ad recall and increases purchase intent. Therefore, compelling emotional or humorous storytelling in TV advertising can be a key sales driver.
In fact, research cited in Psychology Today shows that an emotional response to an ad will increase purchase intent — “by a factor of 3-to-1 for television commercials.” Additionally, “a brand is nothing more than a mental representation of a product in the consumer’s mind. … The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user.”
Leverage CTAs That Stand Out: Creating a Call-To-Action (CTA) that stands out requires careful consideration of several factors. Be sure to use simple, easy-to-understand, and action-oriented language and create a sense of urgency. For example, Don’t Miss Out, Call Today! The CTA should also be visually prominent within the ad yet strategically placed.
Showcase How Home Owners Can Add Value to Their Home: The Millennial Home Buyer Report found that 31% of millennials plan to only live in their house for less than five years, and 46% of millennials are motivated to buy a home since they view it as a good investment. This equates to an ideal opportunity to showcase how home improvement can increase the value of a home and which projects to invest in.
Focus on Projects Related to the Family: The Millennial Home Buyer Report also found that 37% of millennials buy homes to raise a family. To target these buyers, focus on home renovations directly tied to lifestyle and family life improvements.
Showcase Upgraded Finishes: NAR found that 30% of homeowners invest in renovations to upgrade finishes, surfaces, and materials. Use customer before and after photos to showcase the effect of these upgrades on a home.
Pay Attention to Seasonality: Shifts in the weather signal to homeowners that it is time to start investing in making some improvements and renovations around their property. Depending on the project, some improvements may be related to changing seasons.
- Success Story: When bad and severe weather hits St. Louis, iRestore is top of mind for homes needing repairs in the storm’s wake. Find out how a severe weather alert campaign with TEGNA’s KSDK led to a huge increase in business.
Leverage Live Events: Live events fuel a jump in linear broadcast viewing numbers – like the 113 million who tuned into Super Bowl LVII or the 12.55 million viewers who tuned into the 2023 Grammy Awards. “Advertising around local sporting events can reaffirm a brand’s place in the community,” says Dave Neway, VP of Ad Sales Marketing at TEGNA. “Big games offer advertisers a lot of frequency and exposure to a valuable audience, and by aligning with sports content, your brand can be the talk of the town.”
Consider Local Marketing Strategies: Connecting with the Community is a piece of cake when home renovation brands partner with their local TV news station. Public trust, truth, and transparency have enormous value in the age of misinformation. Luckily, local broadcast news stations like TEGNA’s CBS 8 in San Diego help cultivate a feeling of confidence among its audience, creating a sense of trust in the community it serves. Additionally, consumer trust is exceptionally high when ads align with local news channels. Even small businesses can benefit from TV ads since they can drive foot traffic and in-store visits.
Home Remodeling Advertising Examples
Whether with 30-second spots via linear broadcast or streaming, lifestyle show appearances, or by aligning with weather content, thousands of home improvement companies see great results with TV advertising with TEGNA’s local news stations.
Brock Built Homes Builds Trust with 11Alive
Steve Brock, founder, and president of Brock Built Homes, showcased the company’s expertise on 11Alive, building trust with the local community and increasing business for years to come.
KENS 5 Helps Fix Your Gutters With The Help Of A Couple Brothers
Taking advantage of seasonality, A Couple of Brothers turned to KENS 5’s Great Day SA to generate interest and educate audiences on the importance of a clean gutter before the rainy season takes over.
Dawn’s Corner Introduces Sink Spinner on KPNX’s Arizona Midday
Helping to create buzz and awareness around a new product to help keep bathrooms and sinks clean, Dawn’s Corner appeared on Arizona Midday to introduce and educate audiences on a new product to the market.
Advertise Your Home Remodeling Business With TEGNA
Advertising, especially alongside trusted local news broadcasts, reaffirms a brand’s place in the community and showcases that your brand can also be trusted with the right amount of frequency and exposure to target audiences. By aligning with the unique content opportunities that TEGNA offers, your brand has an opportunity to be the talk of the town.
TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via broadcast TV, OTT/streaming advertising, and digital solutions, including targeted display & retargeting, as well as campaign measurement and optimization with TEGNA Attribution. TEGNA stations also offer a variety of customizable content sponsorships, as illustrated above.
Let’s get in touch if you’re thinking of amplifying your brand’s TV efforts or joining TEGNA affiliates to serve the greater good of our communities.
Frequently Asked Questions
Should I use digital advertising for my home renovation business?
Digital elements act as a perfect complement to TV ad campaigns. Pre-roll, Display Banners, and Native mobile, desktop, and tablet ads strengthen ad recall and drive repeat traffic and qualified leads to your website.
How do I find a target audience for my home renovation advertisements?
Creating persona profiles is a great option, but to successfully hit a target audience, we always recommend that an advertiser gets together with a TEGNA research director to find the best-performing programs for their target audience. They will always have the latest data, insights, research, and trending information to inform your persona profiles best.
Which platform is best for promoting home renovations?
TV Advertising is an important part of the industry, helping to connect homeowners with the products and services they need to create their ultimate dream homes. As viewers continue to spend more time with TV than with any medium, TV is still the top influencer on buying decisions. It’s also the most efficient cost per thousand of any medium that allows you to reach people in all areas of the sales funnel.
