If you run a home improvement business, you are in one of the best markets you’ll ever see.
Right now, housing prices are so high that many homeowners are staying put instead of trading up. They are choosing to remodel kitchens, finish basements, add decks, and upgrade bathrooms instead of moving. This means more people are actively searching for the exact services you offer. If they’re not finding you, they’re finding your competitors.
Marketing is how you get found, trusted, and chosen.
A lot of home improvement owners rely on word of mouth. Referrals are great, but they are not a strategy. If you rely only on word-of-mouth:
- You miss homeowners who are new to your area and don’t know who to ask.
- You lose jobs to competitors who show up in Google, social feeds, and on yard signs.
- You have “slow seasons” that could be steadier with a consistent pipeline of leads.
- You get squeezed on price because you have not built a recognizable brand.
In this high-demand market, the companies that win are the ones people think of first. If homeowners only see your name on the side of your truck, you are invisible for most of their buying journey.
What Kind of Marketing Should You Be Doing?
Think of your marketing like a toolbox—one hammer won’t build a whole house. You need a mix of tools that work together.
1. Your Website and Google Presence
Your website is your digital storefront. It should:
- Show what you do, where you work, and who you serve.
- Feature clear before-and-after photos and short testimonials.
- Make it easy to contact you by phone, form, or text.
On top of that, your Google Business Profile is critical. Many homeowners never go past that listing. It needs updated photos, real reviews, and accurate service areas.
2. Search and Local SEO
When someone types “kitchen remodeler near me” or “roof repair [your town],” into a search engine, your name should be one of the first they see. Local Search Engine Optimization helps you show up in those searches by:
- Using the right keywords on your site.
- Creating location-specific pages.
- Collecting steady reviews and keeping your business info consistent across directories.
3. Social Media
Home improvement is visual. Use that to your advantage!
- Post project photos and short videos on Facebook, Instagram, or TikTok.
- Share simple tips (“3 ways to get your deck ready for summer”).
- Highlight your team and behind-the-scenes work so people can see who will be in their homes.
You aren’t trying to go viral; you are building familiarity and trust in your local area.
4. Digital Ads
Smart, targeted ads online put you in front of the right people without wasting money.
- Google Ads for active searchers (“bathroom remodel estimate”).
- Social ads targeting homeowners in specific zip codes/income ranges.
- Retargeting ads that follow people who already visited your site.
The benefit? Almost every click and call can be tracked.
5. Print and Direct Mail
Print is not dead, especially for local services.
- Postcards to neighborhoods you want to work in.
- Flyers, door hangers, and leave-behinds after a job.
- Ads in local homeowners’ magazines.
When someone sees your yard sign, then your postcard, then your ad, it all adds up to credibility.
6. Outdoor and Signage
If you are on the road all day, your truck is a moving billboard. Add:
- Clean, professional vehicle wraps.
- Clear yard signs with your name, phone, and website.
This kind of visibility makes you look established and builds awareness.
Why an Experienced Marketing Company Saves You Money
Many owners think, “I’ll save money by doing it myself.” In reality, that often means:
- Wasted ad spend on the wrong audiences.
- Inconsistent messaging.
- Long gaps with no marketing at all because you are too busy on jobs.
A good marketing partner will:
- Help you choose the right mix of channels for your budget.
- Track what works and what doesn’t so your dollars go farther.
- Build a consistent brand that lets you charge what your work is actually worth.
Instead of treating marketing like an expense, think of it as a tool that fills your calendar with the projects you want, in the neighborhoods you prefer, at the prices you deserve.
We at NuPOINT Marketing have years of experience helping home improvement companies be seen, respected and chosen. We offer affordable, practical marketing services for small and medium sized businesses. We’ll help you build a marketing strategy that fits your budget, generates leads, and attracts customers. Let’s have a brief call to see how we can help you!
Homeowners are staying put and investing in their homes. They are out there right now, searching for someone like you. With the right marketing, they’ll come to you.