April 2024
How to go all in on what makes your business stand out
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Shopping for a home service business is a lot like online dating. First, you identify what you are looking for. Then you start your search. And even if you filter for things like proximity and preferences, there are still too many options. People are more careful than ever to make sure the people they introduce to their lives (and the businesses they choose to enter their home) are legitimate, reputable, and show up in person like they do online.
But, what happens when all the dating pool profiles (and home service brands) look the same and promise the same things?
The Dare to Be Different: Going Beyond the Free Estimate
In our work with home service brands around the country, we understand how hard it is to stand out. Things like offering a free estimate is no longer a unique value proposition—in fact, it’s become such a common practice with home service providers that homeowners don’t expect to pay for it—and companies are expected to front.
Does that mean you should remove this “offer” from the back of your trucks? “Not at all,” says Patsy Sumner, a home service marketing pro at MediaSpark. “That free estimate may get you in the front door. Just don’t expect it to set you apart from everyone else—or make you a highly referred or regarded brand.”
Keep reading to discover some small ways to make a big, bold brand impression.
Show Up Like You Mean It.
We all admire companies (and people!) who seem to have it all together. Nothing builds confidence in a brand than consistency and cohesion. An iconic logo creates instant brand recognition. Intentional colors evoke a specific brand experience. And when everything goes together—trucks, uniforms, business cards, estimate sheets—it shows a clear commitment to organization, planning, and precision.
HomeBOOST Tip: Take a hard look at your branding—and how it compares to your closest competitors. Do you stand out or stick out like a sore thumb? Do you look like everyone else? If you are all-in with your branding, make sure you are sticking it everywhere (remember, it takes at least seven touches for brands to register for consumers).
“What is something you can put in your business advertisements that (actually) sets you apart? Are you funny? Love dragons? Does your team go axe-throwing together?”
When you stick with a look—especially one that sets you apart—you will have a cohesive brand customers will recognize.
Publicize Your Personality.
“Trustworthy, top-quality work” is the “long walks on the beach” of the home business world.
What is something you can put in your business advertisements that (actually) sets you apart? Are you funny? Love dragons? Does your team go axe-throwing together?
Showcase what you love, why you love it, and what makes you who you are. Your positive energy will beget positive energy, you’ll not only be more relatable, but you’ll also be more memorable. Remember, homeowners may be looking to you to solve a specific problem, but what they are really looking for is a trusted partner—and that’s just as much as a personal move as a business decision.
You are unique! Use that!
Send Magnetic Messages
Ah, direct messaging. It’s where the magic happens in online dating and where home service companies can stand to be a little more creative (and courageous).
Many home services have adopted the practice of messaging clients before their teams meet them, which is wonderful customer service, but most are informative only: time, day, name of team member.
When you message your clients directly, you have their full attention. Make the most of it! Highlight the team members who are on their way to your client’s home and give them something specific to talk about.
- “Mark loves rock music. Ask what he was listening to when he comes inside.”
- “John is a Hawkeye fan. Please don’t hold that against him.”
It’s a small adjustment but builds rapport before your team member even gets there. This also can serve as a safety precaution where clients will feel more comfortable because they already know the person coming to their home.
Advertise Those Accolades
This is one of those times—in dating profiles and business pages—when it’s okay to be a show-off. Awards show distinction, legitimacy, and excellence. They’re living proof that you have not only worked hard but have also achieved the quality service consumers are looking for and raving about. Even local community awards show recognition. It creates confidence in consumers that you might just know what you’re doing.
If you don’t have those differentiating decals, find out ways to earn them—and put the word out that they are on your radar.
Opportunity in Community
Philanthropy is a win-win-win. When you become part of something that matters in the community, everyone benefits!
Consider all the ways you could support your community and favorite causes with
- Sponsorships
- Live grassroots events
- Donations for charity
- Free webinars
- Volunteering
- Getting involved in local business councils
It doesn’t have to be expensive or exhaustive. Just remember that showing up for your community ALWAYS looks good.
Take Pics (or It Didn’t Happen)
People don’t trust dating profiles without pictures. Your business is no different.
People want proof that you do the work as well as you claim. Take photos of what you’re doing on the job and when the job’s done. Share common problems and give tips to homeowners. Post on your social media pages and website.
If you’re a company that is only involved outside the home—like landscaping or power washing—take a picture when the job is done and message it to your client like you’ve delivered them an Amazon package. This communication instills a stronger sense of trust in your customers—and we all love working with companies who love what they do.
At the end of the day, what the customer really wants is what any person wants out of a relationship—someone who cares, works hard, and keeps their promises. You can show your customers that this is who you are in how you communicate and how you present yourself to them. Show them that they aren’t just another number, and you aren’t just another business.
Need help making your home service brand stand out? Click here to connect with the HomeBoost team.