Being a homeowner can be a lot of work. In the times I need help, it’s nice to know I can turn to a skilled home service professional. However, finding the right provider to hire is very difficult. Since I’ve been a homeowner, I have received a ton of estimates. Most companies are quickly eliminated during the researching and review process, and quite a few that we do hire, blow it within the first year.
I know, “You get what you pay for.” But, often, price is not the reason why I’ve eliminated or fired a company. Typically pricing is competitive, and we’ve hired many service companies with higher rates. Now for the good news… many issues that cause home services professionals to lose consumers like my family are not that challenging to fix. Here are some ways your business can elevate above your competition and become the choice provider.
1. Your company looks amateurish.
Your company needs to look professional, not like a side gig. If your branding and marketing look poor and amateurish, customers will think your services will be amateurish. How someone perceives your company is strongly influenced by your appearance. Like other homeowners, I am particular about whom I trust to come onto our property.
Presenting yourself as a professional brand helps make your company credible, reliable, trustworthy and high quality. You can achieve this with a professional logo, a user-friendly website, a truck designed with a wrap or professional graphics, a business card, branded uniforms and well-kept clean equipment. Also, I’d recommend making sure your proposals and invoices are also consistent and professional.
2. I forgot all about your company.
I saw your logo somewhere or heard about you from someone, but I couldn’t remember your company name.
It’s important to create a memorable brand that will be easy for people to remember. Use an interesting name, a memorable logo, a fun mascot in your logo, or a cool truck wrap that draws attention and is easy to remember. When you meet someone or give an estimate, leave behind something to help them remember you, like a business card, brochure or sell sheet describing your services.
3. My friend recommended another company.
I trust any one of my friends more than any marketing or search engine. So, if I ask them who they use, of course I will call those companies first.
If you want more referrals, go above and beyond for your customers and show that you are trustworthy, reliable and consistent. Next, when you complete the work, don’t be shy, ask your customers to tell their friends. They will probably not think to do that until you remind them. Also, if we see your logo at my friend’s or neighbor’s house, we may reach out to them, to ask about their experience. So, I’d recommend getting a memorable logo, vehicle wrap, and yard signs.
4. You didn’t get back to me fast enough.
It’s amazing how many times I call a home service company and no one answers, I don’t get a return call, the return call doesn’t come for days or, my favorite, the voicemail box is full! Why would you expect to get new business if it is impossible for folks to get in touch with your company? When I’m in need of hiring a new home services company, it’s usually relatively urgent. I’m usually trying to make a decision within days or even hours.
Listen, I know you’re busy, so maybe get someone to answer your phones, even if it is just to take messages. Honestly, I don’t need a live person, as long as I get a call back very quickly. Hopefully you have a website, if not, get one. Then, put a prominent phone number and contact form on it to be easily contacted. The faster you can talk with people the higher your chance of landing them as a customer.
5. I could not find you.
Maybe I heard about you, but now I’m going to check out your website. If your site doesn’t come up, you don’t exist. We’ll be on to the next service provider immediately, regardless of how recommended your company was.
Your company website is how folks will find you and what they will review first. It is a representation of your company, whether you like it or not. So, make sure it works and is professional. Up your chances of being seen with good search engine optimization (SEO) and pay-per-click ads (like Adwords). Also, be sure to list your business anywhere you can for free. It’s quite simple to get listed on Angie’s List, Google, Yelp, and other sites.
6. I read your reviews, or lack of reviews.
I skip right over any company that has no reviews, since so many companies have plenty. If you have a bad review, certainly that’s a red flag. However, can be ok to have a few bad reviews among mostly positive reviews.
A simple thing you can do is, ask every customer to write a review. Make it a standard part of your customer communication, like when you invoice. Try to get the reviews written on review sites like Yelp, Angie’s List, Google, Review Buzz and HomeAdvisor that are more trusted than your site.
7. You were too late.
Many customers, like me, may forget to schedule seasonal services or will likely procrastinate until it’s late in the season, and we may not even bother at that point. Don’t just assume that your customers, will remember to reach out to you.
Touch base with your customers early, before your season starts. Avoid losing your customers and start your season early. Consider sending out reminder postcards within six months or annually to stay top of mind. This could be effective for cleaning up leaves, cutting grass, pool openings, HVAC maintenance, spring cleanings, chimney cleaning and other seasonal services.
8. You failed to do what you claimed you would.
I wish this was a no-brainer, yet so many service companies are unreliable. Just like you, we are very busy people. If you don’t respect our time or do what you promised, we’ll get frustrated and move on quick.
Do whatever you have to, to show up on-time and complete the proposed work. If you need to give a time range when you will arrive, keep it as short of a window as possible. Few of us have all day to wait for you to show up. Set realistic expectations for the services you say you are providing and don’t disappoint us. Always be reliable and on-time for everything, even invoicing. This massively impacts your reputation and can make or break your company.
We are hear to help
Perhaps there are some ideas here that could help improve your chance at getting new customers and keeping current ones. This will only help to improve your reputation, get you more prospects and make your business stronger.
If you need help with your branding, marketing, website, signage or truck wrap, Aviate Creative can help. Give me a call at (908) 509-4442 or email me at hello@aviatecreative.com and I’ll be happy to talk to you about it.
