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Introduction
Home service companies, including roofing, siding, and window contractors, often invest heavily in paid ads, traditional media, SEO, and direct mail to generate leads. However, many fail to capitalize on the leads they already have. At Infinity Exteriors, we’ve fine-tuned our remarketing strategy to ensure that potential customers don’t slip through the cracks. If your business isn’t leveraging remarketing properly, you’re likely leaving thousands of dollars on the table.
The Common Mistake: One-and-Done Marketing
Many home service businesses run a single ad campaign or send out one email blast, hoping for immediate conversions. But in reality, most homeowners don’t make big-ticket decisions like roof replacements or new siding on the first visit to your website. If you’re not consistently following up with potential leads, you’re making the biggest marketing mistake: assuming that “not now” means “never.”
The Solution: A Multi-Touch Remarketing Strategy
At Infinity Exteriors, we focus on staying top-of-mind with our audience. Here’s how:
1. Google Display and Social Media Retargeting
- We use Google Display Ads and Facebook/Instagram retargeting to serve highly targeted ads to people who have already visited our website.
- This ensures that even if someone leaves our site without converting, they’ll see our brand again and again, reinforcing trust and recognition.
2. Email and SMS Follow-Ups
- Many leads need multiple touchpoints before making a decision. We send personalized follow-up emails with before-and-after photos, financing options, and testimonials.
- SMS reminders with exclusive promotions or consultation availability also help to keep our leads engaged.
3. Dynamic Website Personalization
- If a visitor comes back to our website, they don’t see the same generic homepage. Instead, they’re shown custom messaging based on their past interactions (e.g., roofing-specific content if they previously browsed roofing pages).
4. Call Tracking and Retargeting Based on Phone Interactions
- We track phone call inquiries and match them with our online marketing efforts, ensuring that we retarget previous callers with the right content.
Why This Works
- Increases Conversion Rates: By staying in front of potential customers, we increase the likelihood that they’ll choose us when they’re ready to buy.
- Builds Trust and Authority: Multiple touchpoints reinforce our brand’s credibility and expertise.
- Maximizes Marketing Spend: Remarketing ensures we’re not wasting money attracting leads just to let them slip away.
Takeaway for Other Home Service Businesses
If your company is relying on one-time ads or emails, it’s time to rethink your strategy. Implementing Google Display retargeting, social media remarketing, personalized email/SMS follow-ups, and call tracking can significantly boost your lead conversion rates.
At Infinity Exteriors, remarketing has been a game-changer, and it can be for your home service business too. Start capturing more revenue from the leads you’re already generating!