Top Marketing Strategies for Home Services Franchise Brands

Franchise marketing requires a careful balance of system-wide strategy and local personalization, and brands in the home services sector need to be even more thoughtful. The home is a huge investment and often a sacred space for its inhabitants;  homeowners tend to be guarded about whom they allow to work in and on their houses. By stepping beyond a sales-only mindset, home services franchises can develop a marketing strategy that better resonates with prospective customers and creates more longevity in the business.

“A lot of small businesses get it wrong because they start with that sales approach. They do have good intentions — they want to help — but they’re coming early with that solution instead of starting with the problem,” explained Laura Vodvarka, chief marketing officer at Horsepower Brands. “Going back to that underlying need and motivation that the homeowner has, we have to truly understand what the root of it is because that’s where our message starts. We connect with them by showing that we understand their situation and their problem, and then we provide genuine value.”

Getting to the root of a potential customer’s need or motivation can help the franchisees better understand the emotion behind the inquiry and work with the customer to find the absolute best solution — even if that means referring them elsewhere.

Vodvarka said that, often, homeowners reach out to home services franchisees in a time of transition: a new baby is on the way and the nursery-to-be needs new paint; the kids are old enough to play outside with the dogs and the yard needs to be fenced in for everyone’s safety;  the homeowners have finally saved up and are ready to revamp the look and feel of the home.

“Only when we understand who that homeowner is can we then start to put ourselves in their shoes,” she said.

Thinking through the steps they would take and the types of interactions they would prefer in that same scenario allows franchisees to cultivate a better experience for their customers. With these experiential considerations in mind, franchisees can then move on to the practical aspects of a marketing strategy.

Vodvarka said that referral business is a major driver for home services franchisees as the first step most homeowners take is to reach out to a friend, family member or neighbor who recently had similar work done. However, this is rarely enough to seal the deal.

“Even if they talk to their neighbor and say, ‘Who did you use to put up your fence or to paint your house?’ They’ll tell you, but then what do you do? You go to Google,” Vodvarka explained. “From there, you’re looking at all the different companies that populate. You’re reading on their website; you’re looking at their social media. You might actually start paying attention to the direct mail in the mailbox or the commercials on HGTV. These are all the different places we need to be.”

By providing great service and networking with other local businesses, home services franchisees can get their names out and boost awareness. However, what prospective customers see after they become aware of the business is just as important.

In addition to direct mail, commercials and other paid ads, Vodvarka recommends developing a strong presence on social media, uploading photos and posts to a Google Business profile and encouraging existing customers to leave reviews.

“The biggest factor that [franchisees] can do themselves, besides the networking, is getting reviews from customers,” she said. “That’s going to help the Google advertising and healthy, organic efforts that they’re doing. The fact of the matter is that more and more stats say that customers want to see good reviews; it’s so critical.”

While these techniques can empower a franchise system to develop a great marketing plan, Vodvarka notes that it’s equally important for franchisees to remain engaged and observant. Rather than identifying a one-size-fits-all marketing plan and sticking to it, owners should personalize their efforts to align with the demands of their local communities. By evolving messaging, promotions and other offers throughout the year, franchisees can meet the customers’ changing needs and consistently convert them into an inquiry.

To learn more about franchise marketing, check out these related articles on 1851 Franchise:

• How to Market Your Franchise
• Chapter 13: Leveraging Digital Marketing for Franchise Growth
• The Essential Elements of a Franchise Marketing Plan