As a home service business, you have the opportunity to build relationships with customers that last for decades. Once people find a service provider they love, they tend to stay loyal.
With that said, many home service businesses are seasonal. A customer may use your services and be 100% satisfied but not call you again for another year until it’s time for another roof inspection, HVAC system cleaning, pest control treatment, etc.
A lot can happen in a year. For example, a customer may start hearing about specials offered by one of your competitors, or they might just completely forget about your business. Fortunately, there are a number of ways to keep in contact with your customers during the off-season so you can nurture those relationships that are so vital to your business.
Here are 5 ways to stay connected:
1. Build an Email List
Staying in touch via email is a great way to make sure your customers keep your business in mind when they need the types of services you offer. To get started, you will need to collect emails from your current customers and others who may be are interested in your services. Creating email marketing campaigns for both of these groups is a way to keep your customers coming back, and to encourage others to try out your services. Here are a few ways to use emails to nurture leads and customer relationships.
- Send a reminder when it's time for your customer to schedule yearly or bi-annual maintenance or service.
- Welcome new email subscribers by offering them something of value. This could be a free guide, a newcomer discount, or something else of that nature.
- Let all of your email subscribers know when you are offering specials discounts and deals.
- Email educational content that might be of value to your readers, such as helpful tips and information about new services or products you are offering.
- Send holiday greetings that show the personal side of your business.
There are a couple ways to go about building your email list. You can encourage new customers to give you their email address at the time of service, provide an email sign-up form on your website or blog, and even create landing pages that ask for contact information in exchange for something of value (such as a free inspection or an e-book).
2. Blog Regularly
Regular blogging can help your business in several ways. First, it allows you to keep your customers and leads informed and reminds them of your expertise in your industry. You can do this by writing educational blog posts that provides your readers with helpful tips. For example, if you are a landscaper, you can blog about seasonal plants, lawn care tips, irrigation systems that help conserve water, outdoor décor ideas, and more.
Posting regularly on your blog also helps to boost your visibility on the Internet. Websites that post quality content on their blogs have a better chance of ranking higher in search results. Meanwhile, each blog post represents yet another pathway leading back to your website, helping to boost traffic. To give your blog even more exposure, you can share links to these blog posts on social media.
3. Get Active on Social Media
As more people spend more of their time on social media, you will want to make sure your business has a presence on these platforms. Social media is a great way to connect with your existing customers and even attract new ones!
Having a Facebook page is always a great start due to the fact that this is the most popular social media site. If you work in an area that is very visual, such as landscaping or home renovation, it’s probably a good idea to post photos and videos that showcase your work on Instagram. You can also use YouTube to post longer videos, such as how-to videos and videos that feature customer testimonials. Meanwhile, Twitter is a great place to post real-time updates about your business and your industry.
4. Inform Your Customers About Service & Maintenance Packages
Service and maintenance packages are a great way to keep your customers working with your business on a regular basis. Many people don’t think to call their plumber, pest control company, HVAC company, or another similar provider until they have a huge problem that needs immediate attention.
Customers often don’t realize that they can benefit from preventative service that allows them to avoid more expensive issues from occurring, such as leaks and system breakdowns.
Let your customers know about their options for setting up routine maintenance. You can do that in person when your technicians make house calls, on your website, on social media, by email, etc.
5. Reward Customers for Loyalty
Encourage repeat business by developing a loyalty program of some type. This could be in the form of discounts or added services that are available after a certain number of visits or after a referral has been made. This is a fantastic way to let your customers know you appreciate them, and it also keeps them coming back to your business. Don't make the mistake of focusing so much on gaining new customers that you forget about your existing ones.
Get more helpful tips by downloading our Online Reviews Survival Guide for home service businesses.
About the Author
Travis Carter is VP of Sales at Scorpion. As former President of a home improvement and flooring company in Ohio for many years, Travis is passionate about ensuring that home service companies have the online marketing campaigns they need to stay ahead of the digital curve. Travis loves the creative process, whether its film concepts, dancing, acting, or singing – he’s an entertainer at heart! He even had a record deal in high school as part of a boy band. He now lives in Los Angeles with his wife and 7 kids…yes, 7!