Home Improvement Advertising – Getting the Most from Your Advertising Dollars

If you are a home improvement contractor, you already know that the economy has directly impacted your business. You have probably felt the pinch in your bottom line profits. In the past, many home improvement contractors have relied on homebuilders to provide the majority of their business. With the housing market in a spiral, what has happened to contractors who relied exclusively on new home construction to keep their business viable? The truth is many have gone out of business or are struggling to stay afloat hoping the housing market will resurge.

Perhaps for the first time, many contractors are forced to reach out to a new type of customer – the homeowner. While contractors may be experts in their field, many have never had experience in creating a marketing or advertising campaign. The logical response is to buy advertising because they know little about marketing. However, unless your advertising efforts are targeted to your audience, meaning homeowners who want and can afford your services, you may be wasting money and not getting desired results.

The question becomes how do you buy home improvement advertising which will produce results? There are many publications who claim to specialize in home improvement advertising, but there are many variables which can affect their efficiency. The majority of these publications contain editorial content in the form of articles and tips which are often contributed by your competitors. Many of them also contain ads from non-home improvement businesses. The reader’s focus can be distracted by pizza coupons, dry cleaning, or oil change advertising, for example. While these publications may have a large distribution, they may never reach your target audience, especially if they are sent to apartments or homeowners not in your geographic or economic target market, or if they are placed in businesses counting on foot traffic.

What should you look for when choosing a venue for your home improvement advertising? Follow these tips for optimum results. Look for publications which:

  • target the top homes by value in the marketplace;
  • provide a venue to showcase your best work through photographs and images of how a home could look;
  • only have advertisers who specialize in home remodeling; and
  • give your direct contact information