The Truth Behind Advertising In The Home Improvement Industry

Starting a new home improvement company has never been harder. How are new companies competing against decade old giants?

LINDEN, NEW JERSEY, UNITED STATES, August 8, 2023/EINPresswire.com/ -- The home improvement industry has witnessed a massive shift over the past few decades. Once a market dominated by word-of-mouth recommendations and local reputations, it's now heavily influenced by digital advertising, online reviews, and quick-scrolling social media users. While the landscape's transformation has opened the door for many newcomers, it's also brought about its own set of challenges.

Seasoned industry giants with decades of trust behind their names naturally own a significant portion of the market share. For newer companies, gaining market share becomes an uphill battle. Many emerging home improvement companies venture into outbound advertising, launching a simple promotion on Facebook, only to be surprised when it yields no results.

Advertising isn't as straightforward and affordable as it once was. Costs have soared in recent years. Studies from the Air Conditioning Contractors of America (ACCA) indicate that the average value of home improvement leads is between $250 to $300.

For most companies, an average lead cost of $250 - $300 is utterly unacceptable. In just the past five years, the number of advertisers on Facebook's platform has tripled. This means that there are three times more advertisers competing for the attention of the same audience.

Nowadays, standing out requires a sophisticated approach. The conventional coupon advertising methods of yesteryears won't suffice today. Achieving success in today's advertising landscape demands a deep understanding of offers, consumer psychology, and other intricate marketing techniques.

However, this doesn't signal the end of advertising. Those in the know continue to thrive. Georgey Tishin, co-founder of Aircool Marketing, was quoted saying, "It’s not that there are no longer professionals in advertising. It’s just that the gap between those who know what they’re doing and those who don’t has widened tenfold." And Tishin isn’t merely offering empty words — their results speak volumes. With an Average Lead Cost (AVC) in the $5-$25 range for home improvement companies, Aircool's efficiency is evident. When juxtaposed with the ACCA's $250-$300 figure, it becomes clear that profitable advertising is still very much achievable.

The secret to becoming a highly successful advertiser lies in deviating from the norm. Emulating everyone else with generic offers, like "20% off", won't yield desired results. The new wave lies in crafting intricate offers that set you apart from competitors.

Turning something as mundane as a new air conditioner or roof into a tantalizing offer, which consumers are willing to shell out upwards of $10,000 for, is no mean feat. Yet, with the right experience, it's entirely feasible.

For businesses eager to break through the noise, understanding modern consumers is paramount. Merely mimicking the advertising strategies of others is a sure-fire way to fall short. If one desires extraordinary results, their advertising approach should be equally unorthodox.

As the industry continues to evolve, one thing remains crystal clear: blindly pouring money into traditional advertising funnels won't lead to success. The future belongs to those who can craft not just visible but also compelling messages. It's about the art of turning the mundane into the exciting.

In conclusion, the home improvement industry stands at a pivotal juncture. Companies have a choice: either stick to dated methods and watch advertising costs spiral out of control or adapt, innovate, and wholeheartedly embrace the digital age.

Jade Samaras
Aircool Marketing, Press Division
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