For the last generation or so, most home service businesses have been able to focus their marketing efforts on America’s largest population of homeowners: the baby boomers. Things, however, are changing. Millennials now account for a rapidly growing share of the market, and they’re just about to hit their peak spending years. In 2015, millennials accounted for 36% of all home purchases, and that number has continued to rise over time.
Forward-thinking companies can get a leg up on the competition by adopting and emulating the marketplace features these new homeowners clearly prefer when engaging other industries. Let’s take a look at the top four things millennials want to see the next time they have to hire a contractor.
According to Nielsen, over 74% of millennials feel that technology makes their lives easier. Naturally, they expect their home service providers to be just as skilled in using technology to enhance their offerings.
One way to do this is to integrate technology into your existing services. For instance, modern field service software allows you to send appointment reminders to customers via text and to provide real-time tracking of the technician’s truck on a local map.
Alternatively, consider designing new service offerings based on popular emerging technologies. The market for US smart home systems is expected to reach a value of $53.5 billion by 2022, and millennials will account for a large portion of that demand. Since the technology is still relatively new, there is a great opportunity for home service businesses to build a reputation as the go-to smart home provider in their community.
Strong Online Credibility
When millennials need to buy a new product or service, they go online. So if you want to market to this generation effectively, a strong web presence is a must.
For starters, you need to make sure that your website is visually appealing, SEO-friendly, and regularly updated with quality content. Companies that publish 16 or more blog posts a month get four times as many leads as companies that post less than five times a month. By zeroing in on local keywords important to your business like “plumbing services in [your city]”, setting up an easily crawlable site and submitting your business to online directories you can increase your chances of standing out from your competition. For more tips on SEO strategy for the home services, check out our guide.
Social media is also an extremely powerful marketing opportunity for shops looking to reach more Millennials. In fact, Adobe’s State of Digital Advertising 2018 study found that millennials are the first generation to consider social media a more relevant advertising channel than TV. And since platforms like Facebook, Twitter, and Instagram are designed for frequent updates, small businesses are empowered to develop a close relationship with customers without a giant marketing budget.
Everyone understands the value of word of mouth. But for millennials, the concept scales to a whole new level thanks to the enormous reach of online reviews.
Research from Mintel Market Intelligence has shown that 7 in 10 Americans (of all ages) seek opinions from others before purchasing products and services. More specifically, 70% of those consumers do so by consulting independent review sites, while 57% ask for recommendations on social media.
This makes it critical for home service businesses to carefully monitor their reviews on Google, Yelp, and Facebook. Take advantage of opportunities to promote positive reviews on your website and social media accounts, while responding swiftly and professionally to negative reviews.
To expand your reach further, it can also be worthwhile to get listed on specialized home service review sites, such as Angie’s List, HomeAdvisor, Houzz, and Pro.com.
Authentic Social Impact
Millennials care deeply about social impact, and are much more likely to support companies that “do well by doing good.” According to Cone Communications, 70% of millennials are willing to pay more for products and services from value-driven companies.
Supporting a cause you believe in is a great way to build a millennial-friendly brand. For example, HVAC.com has a long-standing partnership with Back2Back Ministries, a non-profit organization dedicated to serving orphan children around the world. They feature the program on their website, and post videos showcasing the work that Back2Back has done. According to HVAC.com founder Will Housh, the partnership has been invaluable in building the website’s brand among millennials.
ServiceTitan is the leading field service software for HVAC, plumbing, electrical, and garage door repair professionals. Our cloud-based platform has helped home service shops across North America not only revamp their customer service and marketing efforts but also increase their revenue by an average of 25% in just their first year with us. For more information on our award-winning software can help give your business an edge in today’s tech-driven marketplace, contact our ServiceTitan team to request a demo today!