As a business owner, you have to continually adapt in order to get the most out of your marketing. A key way to ensure that you will get the most profitable leads is to target the people who are most likely to require your services. This is where hyper-local marketing comes in. It will take some time and research, but hyper-local marketing can make your budget go much much further and get you more bookings for the most profitable services you offer.
In this blog, we will be taking an in-depth look into hyper-local marketing as a tool for home service business. We will explain what it is, why it’s so effective, and how to do it right for your industry.
You’re probably familiar with the idea of local marketing. If your HVAC company is in New York, you don’t want to be spending your marketing dollars on people in Alaska. Hyperlocal marketing uses the same concept but targets prospective clients in a highly specific area, sometimes just a few blocks or streets. The best way to describe this is neighborhood targeting. It is working with your sales team to determine hot spots in the city you operate in, then targeting your marketing efforts for that neighborhood.
Great...but how does that make me more money?
The way hyperlocal marketing makes your business more profitable by using specific neighborhood data to get clients who will either be much more likely to need the service you offer or be much more likely to spend a larger amount than people in other neighborhoods.
Let’s walk through an example. For HVAC companies we would target furnace service calls to neighborhoods with homes that are older than 15 years. You’d much rather fill your schedule with service jobs on only 15-year-old furnaces because they are more likely to buy equipment. Your techs will be more likely to upsell to those who have an older furnace vs a new neighborhood, whose furnaces would be only 5 years old. This will increase the average amount each client is spending with your business and you can fill your schedule with the consumers that are the most profitable.
This works for other home service industries as well. Electricians can target neighborhoods that have electric car charging ports or outdated wiring. With Roofing, similarly to HVAC, you can target older neighborhoods that would likely need their roof replaced. Plumbers can target neighborhoods where there are larger trees which would be likely clogging the sewers from the home.
What are the Pros and Cons?
As far as the positives of hyperlocal marketing your business will see higher-tech opportunity rates, higher tickets and a lower marketing spend.
For the negatives, you will have to invest a lot of time and work upfront determining what neighborhood will be the most profitable. However, we believe the pay off is well worth it. Plus, you’re an entrepreneur, you’re not scared of a little hard work as long as you get the payoff. You gotta risk it for the biscuit!
What if I’m low on time?
You might not have the time to invest upfront to understand the exact right neighborhood to target. That’s where we come in. We have years of experience under our belt in hyperlocal marketing. We can provide you with a full marketing analysis which will highlight the hot spots in your industry, and how to most effectively target them in your marketing campaigns.
If you want to start getting the most profitable lead possible click HERE to book a demo with us.