Key Takeaways:
Understand how audience assumptions can sabotage your home improvement business’s success.
Gain ideas to revamp your marketing campaigns, channels, and messaging to reach a diverse customer base.
Running a home improvement business means constantly juggling various tasks, but one of the most crucial—and often overlooked—is understanding who your customers really are. You might think you know your audience. But are you sure you’re not seeing them through the lens of outdated stereotypes or your own limited experiences?
Taking a step back and reevaluating your audience can transform your business. This isn’t just about avoiding faux pas. It’s about embracing a communication strategy that genuinely resonates with the diverse needs of your clients. Whether you’re a seasoned company owner or a solopreneur stepping into the industry, this conversation is for you. Let’s explore how shifting your perspective can lead to more meaningful engagements and ultimately, more successful projects.
Understanding Your Audience
Imagine a scenario where Steve, a seasoned contractor, assumes his primary discussions should be with the “man of the house.” However, during a major kitchen remodeling project, it’s Ana, the homeowner’s wife, who is the decision-maker. This is not a unique situation; women often drive high-end home improvement projects. Ignoring the woman’s input can not only derail the project’s success but also impact future referrals that are vital for our business. An additional assumption happens when you assume your primary audience is male homeowners. Per LendingTree data, there are currently more single female homeowners than single male homeowners in 47 out of 50 states. Acknowledging the diversity within your clientele avoids stereotyping and opens up broader, more effective communication channels.
“There’s a tendency among older business owners to view younger customers as less knowledgeable, which can lead to condescending tones or oversimplified explanations.”
– Technology Therapy® Group
Challenges of Age Assumptions
Age assumptions can also skew effective communication. There’s a tendency among older business owners to view younger customers as less knowledgeable, which can lead to condescending tones or oversimplified explanations. Conversely, younger professionals might use jargon or tech-heavy descriptions that alienate older clients. For example, Mark, a young tech-savvy marketer, uses advanced home automation terms that confuse some clients who are not as digitally inclined.
Another marketing assumption happens when home improvement companies focus their campaigns on the wrong generational groups. For instance, some might be targeting Millennial homeowners, when this group is less likely to hire a design professional than Gen Xers and Baby Boomers, according to a recent study from Houzz. By fostering respect across all age groups and tailoring communication styles, you can better connect with a diverse client base.
Refining Communication Strategies
The platform used to convey your message matters as much as the message itself. Keep in mind that different social media platforms cater to varied audiences. For example, Instagram and TikTok tend to attract younger demographics while Facebook and YouTube tend to attract older ones.
Geographical customization is equally important when it comes to marketing channels and brand messaging. An ad that works in the tech-forward environment of California might not resonate in the more traditional settings of Rhode Island. Tailoring your approach to fit the cultural and economic context of each area ensures your message hits home.
Emphasize Values in Your Messaging
Identifying universal values like reliability, quality, and service can create a strong, centralized message that resonates across demographics. All homeowners, regardless of age or gender, want to trust that their contractor will deliver quality work within the agreed timeframe. Highlight testimonials that speak to these values to boost your brand’s appeal and credibility. For instance, include reviews that feature a range of different renovations that show off your brand’s quality and promptness. So, customers know to expect these qualities whether they hire you to upgrade a master bath or expand their deck.
“Regardless of age or gender, homeowners want to trust that their contractor will deliver quality work within the agreed timeframe. Highlight testimonials that speak to these values to boost your brand’s appeal and credibility.”
– Technology Therapy® Group
Implementing Effective Audience Segmentation
Segmentation allows for more personalized and effective marketing. For example, using CRM software to track previous customer interactions can help tailor future communications and offers. Suppose you’re launching a new line of eco-friendly building materials. By segmenting your market into those who have shown interest in sustainability, you can directly target them with relevant products. The result? Increased conversion rates.
Ditching Assumptions and Embracing Audience Diversity
Remember, in the home improvement industry, it’s not just about the sale — it’s about the people you’re serving. By moving away from assumptions and embracing a more nuanced understanding of your diverse clientele, you’ll enhance your communications and overall success. And don’t forget to continuously re-evaluate and adapt your strategies based on customer feedback and changing market dynamics.
Define Your Audience
Want a simpler way to know who your audience is? Download our FREE personas guide today!
