Are you a residential contractor? Do you primarily handle roofing, siding, windows, or other home exterior projects? Is your business’s marketing strategy actively geared toward homeowners needing immediate assistance?
Most contractors have a basic marketing campaign to identify new customers. Maybe you own a website. Possibly, you send out the occasional email newsletter or direct mail postcard. But does your approach meet the sudden increase in demand following a catastrophic storm? How is storm season marketing different?
Responsible and successful contractors need an effective storm season marketing plan that proactively reacts in the aftermath of a devastating weather event (e.g., hurricane, tornado, hailstorm). You must use the opportunity to respond quickly to a spike in service requests.
Prepare Your Storm Season Marketing Plan To Address A Sudden Increase In Demand
Residential contractors cannot afford to react “after the fact” following a storm. Unfortunately, it is too late to implement an effective marketing strategy by then. Preparedness requires thoughtful consideration well in advance of an event that could lead to a sudden surge in demand for the type of contracting services you offer.
In these moments following a storm, you need visibility. Prospective customers must be able to find you immediately. Because most individuals access the internet to identify service providers, your online presence has to be refined so they can quickly identify you and know that your business provides what they most need.
How do you respond to the immediate increase in service inquiries? As a residential contractor, you will anticipate and remain “ahead” of the cascade of new requests if you employ a consistent marketing approach that keeps your business front and center. Consider implementing the following proactive promotional strategies:
(1) Define The Core Message
Who are you? What characteristics define you? As a business, if you don’t know your purpose, your prospective customers are less likely to identify with you. You won’t successfully connect with them in a meaningful way.
Following a storm, homeowners may feel discombobulated and disoriented. They might struggle with what steps to take next if their home has suffered a catastrophic loss. They need reassurance that it will be okay.
(2) Identify Your Target Audience
Who is your ideal customer? Ironically, most companies have not identified in detail what type of customer they prefer. Not all customers are a fit and may prove to be a drain on time and resources. Sifting through the vast array of individuals can feel like a daunting task.
At Art Unlimited, we offer an exceptional marketing tool for describing your ideal customer in the most precise way. Our Persona Blueprints enable you to discover your preferred customer’s profile. What are their likes, dislikes, and preferences? With the insight we provide, you’ll know.
Understanding your customer enables your business to utilize geographic targeting (focusing on areas situated to benefit from your services). Additionally, you can segment tailored messages to the most receptive audiences since you will have relevant and current demographic data.
(3) Implement A Multi-Channel Approach
Historically, traditional marketing avenues (direct mailers, radio spots, billboard advertisements) defined the marketing approach of most businesses. Today, these efforts are enhanced by digital marketing alternatives. Most prospective customers will initially discover you online.
An effective digital marketing plan must incorporate the right engagement strategy, or it will waste time and resources. In this paradigm, your business should work with a reputable online marketing agency to identify and implement the proper channels to reach your target audience.
Whether pursuing pay-per-click advertising (e.g., Google Ads), finding SEO strategies for your blog or website, social media advertising on Facebook, TikTok, and X, email marketing, or video and multimedia content, you want to become or remain highly visible.
(4) Create Engaging Offers
Consumers are consistently attracted to promotional opportunities that provide a service or product for free or at a discount. Use phrases such as “Free Inspection,” “Emergency Service Discount Pricing,” or “Affordable Financing Available” to encourage customer responsiveness.
(5) Gather & Leverage Testimonials & Online Ratings
Few marketing strategies are as powerful as actual customer stories. These testimonials reveal what type of experience a homeowner should expect if they choose your business. Collect positive reviews from past customers and promote them across your marketing channels.
(6) Prepare Proactively For Emergency Service Requests
Develop and optimize a website page dedicated to emergency responsiveness. Arrange a 24/7 hotline where customers can reach you urgently after a storm. Create multiple promotional avenues (brochures, postcards, digital materials) to distribute to homeowners immediately.
(7) Understand The Storm Season
Have an eye on local weather data. Know the peak storm season in your target area. Understand the type of storms that may occur and prepare a marketing plan to respond proactively after the weather event. Timing is crucial to launching a successful marketing campaign.
(8) Collect Consumer Data & Track Analytics
If you are not gathering data on your existing and prospective customers, you’re missing an opportunity to understand their needs and preferences. Work with a reputable marketing agency to monitor analytics to understand what marketing efforts work and what areas to avoid.
(9) Assess Legal & Insurance Considerations
During storm season marketing, make sure to highlight your expertise in adhering to legal requirements and insurance claim filings. Your marketing claims and your services must comply with state and local building codes and ordinances. Oftentimes the legal requirements are very specific. For example, Florida requires a “state of emergency warning” in residential roofing contracts. In a recent video, Trent Cotney laid out just how specific these contract additions need to be. “If a state of emergency is declared, and if you’re doing work during the state of emergency, you must provide the customer a 10 day right of cancellation, you gotta have that specific warning notice in your contract. It could be on a separate page with a signature block or it can be within your contract but it’s gotta be right above that signature block, you can’t hide it and at least 18 point font.” -Trent Cotney, Board Certified Construction Lawyer
Taking The Next Step To Marketing Success
Contractor marketing is simplified with the right professional partnership. At Art Unlimited, we offer exceptional marketing, advertising, and promotional solutions for your business. Since 1981, we have delivered winning strategies for countless roofing, siding, and home improvement contractors. We’ll help you remain on the cutting edge of digital marketing.
Contact us today to schedule a free consultation.
