Enhancing the Memorability of Your Home Improvement Business
Like the countless viewers of Super Bowl LVII who saw the Kansas City Chiefs face off against the Philadelphia Eagles, I was completely taken in by an ad for Tubi—a streaming service for movies and TV shows. The ad cleverly began with what seemed like the return to the game after a commercial break, featuring the game’s commentators. Suddenly, a menu appeared, and as someone seemingly navigated through it, selecting the Tubi app, I found myself mistakenly thinking someone had changed the channel!
It wasn’t until the next day that I realized it was all part of the ad.
This ad was a masterclass in disruption, capturing attention and sparking conversations. It made me think about the impact of memorable marketing and whether it justified Tubi's investment.
For home improvement businesses, standing out doesn’t necessarily mean a multi-million dollar ad spend. Here are some strategies to make your brand unforgettable in your market:
Offer Unique Products
The home improvement sector is notorious for its commoditization—many companies offer the same products and compete primarily on price and buyer perception. This strategy is not only dull but also unsustainable for most. Instead, introduce a product or service that no one else in your market provides, and offer it at a premium. For instance, if basement finishing is common in your area using drywall, why not offer an innovative finishing system that uses waterproof and mold-resistant panels? Highlight these unique benefits in your marketing to create a compelling selling proposition.
At Contractor Accelerator, we provide digital tools that can help you showcase both the common products and these unique offerings in a polished and professional way.
Create Distinct Customer Experiences
If unique products aren't your avenue, differentiate through exceptional customer experiences. While others in your industry might use high-pressure sales tactics, consider offering a fast, 60-minute quote with a full recommendation estimate ready before you leave the meeting. Embrace these differences and communicate them clearly to potential customers, turning your unique approach into a defining feature of your brand.
Utilize Contractor Accelerator to streamline your customer interactions from initial contact through project completion and save time with personalized automation so your customers feel that personal touch with no extra effort from you. Our software provides tools that improve scheduling, communication, and customer management, enhancing the overall experience your clients have with your brand.
Be Bold with Your Branding
Does your branding blend into the background, or does it grab attention with its boldness? Many home improvement contractors stick to conventional color schemes and logos. Conduct market research to find the most commonly used colors by your competitors and then choose a completely different palette for your branding. While rebranding with something as striking as pink might seem extreme, it could be effective if it aligns with your brand story. Remember, if your brand isn’t memorable, it’s forgettable.
In conclusion, standing out in the home improvement industry doesn’t require the budget of a Super Bowl ad, but it does require creativity, courage, and a willingness to break from the norm. Make bold choices, offer unique value, and ensure your brand leaves a lasting impression. Let Contractor Accelerator be your partner in achieving these goals. Contact us today to see how we can help elevate your brand above the competition.