| Introduction | | | | Once you've identified your target segment, or |
| Home improvement businesses face a unique | | | | segments, you can source lists of more people of the |
| challenge in marketing themselves to potential | | | | same type. |
| customers. | | | | There are numerous reputable mailing lists available |
| Businesses offering services like loft conversions, | | | | that you can select data from. For example the |
| double glazing, conservatories, landscaping, kitchens | | | | Consumer Profiles list ( which allows you to target |
| and bathrooms face widespread competition, some of | | | | potential customers by lifestyle, Silver Prospects ( is a |
| it from larger retailers which can offer low prices | | | | specialist list of retired older people, and Recently |
| thanks to greater economies of scale. | | | | Moved ( provides a monthly list of people who've just |
| At the other end of the market, less reputable | | | | moved into your local area. |
| businesses can damage the reputation of the home | | | | Mail these lists with a good quality mailer, personalised |
| improvement sector through poor workmanship or | | | | to each person, explaining clearly why you are |
| unethical marketing practices like cold calling. | | | | approaching them and the benefits of what you have |
| Marketing channels available to home improvement | | | | to offer; price, service, testimonials, knowledge etc. |
| businesses are often costly and hard to measure, | | | | Include a clear call to action and offer a no hassle free |
| such as local press or phone directory advertising. | | | | quotation. |
| Yet the effort in marketing can be worthwhile, with a | | | | Mailings can also be used successfully to drive traffic |
| typically high average spend per successful order. So | | | | to your website, where people can see more about |
| how can a home improvement business stand out | | | | your business and obtain a quote online. |
| from the crowd, whilst achieving a good return on its | | | | 3. Telemarketing |
| marketing investment? | | | | Unsolicited telemarketing, or cold calling as its also |
| Direct marketing tools and methods can often offer | | | | known, has done much to tarnish the reputation of the |
| the answer. Because it's more measurable than other | | | | home improvement industry. |
| marketing methods, direct marketing is more | | | | However if you have your own list of leads, enquiries |
| measurable and it can be targeted more closely to | | | | or prospects that you plan to phone, you can do so as |
| those potential consumers most likely to buy your | | | | long as you check each number first to see if it is |
| home improvement services. | | | | registered with the Telephone Preference Service. |
| Here are some of the ways in which direct marketing | | | | You can check numbers as you go using an online |
| can help: | | | | service like or you can clean your list each month using |
| 1. Planning | | | | software like Easycheck. |
| Before any direct marketing campaign you have to | | | | Also, it is completely acceptable to follow up a mailing |
| carry out some planning. For a home improvement | | | | to a rented list with a brief courtesy call asking if the |
| business this can involve analysing your existing | | | | homeowner received the information and if it was of |
| customers to see what they have in common. Using | | | | interest. If it's bought from a reputable source, your list |
| tools like Easycheck list profiling software ( you can | | | | will have been screened against the TPS just before |
| discover more about your customer's interests, likes, | | | | you buy it. |
| dislikes and lifestyle just from their postcode. Also look | | | | It's worth spending time briefing the person who |
| at there they are based and what type of home they | | | | makes the call to make sure they have good product |
| live in, to help identify potential markets. | | | | knowledge and know how they should represent your |
| Once you've analysed your existing customers you | | | | business. |
| can put them into different groups, or segments, and | | | | Summary |
| then prioritise which groups are of most importance to | | | | In summary, direct marketing methods provide great |
| you. | | | | opportunities for home improvement businesses to |
| For example, if you are a landscaper, you might want | | | | identify and target relevant potential customers on an |
| to target properties in local areas that you know have | | | | individual basis, without the interference of competitor's |
| larger sized gardens. Double glazing companies may | | | | messages that you find with press advertising. |
| want to target homeowners in coastal or exposed | | | | Results can be measured precisely, and the results |
| areas, where their properties are more likely to suffer | | | | used to guide future mailings or campaigns. And if |
| from the elements. Loft conversion or conservatory | | | | direct marketing is carried out in a high quality and |
| companies could target growing families likely to need | | | | reputable way, consumers will see that your home |
| more living space. | | | | improvement business is going to provide a high quality |
| 2. Direct Mail | | | | service. |