Staying Ahead of the Competition in the Home Improvement Market

How to Keep Your Home Improvement Company Competitive 

You’re used to keeping up with the latest trends in home improvement, and the same is true of marketing strategies.  

Let’s look at the top marketing strategies to help your home improvement keep ahead of the competition! 

Embrace Data-Driven Decision Making 

The most successful home improvement companies leverage data to inform everything from marketing strategies to service offerings and operational efficiency. 

The days of making business decisions based solely on gut feeling are long gone, and if you’re not using the information you have, you’re already behind the curve. 

To implement this approach: 

• Invest in a robust CRM system that captures detailed information about leads, conversions, and customer preferences 

• Implement post-project surveys that measure both satisfaction and unmet needs 

• Use geographic and demographic data to identify untapped market segments 

• Track which services generate the highest margins and customer satisfaction, then adjust your offerings accordingly 

Even small businesses can benefit from this approach by starting with simple analytics tools and gradually building their data capabilities. 

Develop a Distinctive Brand Position 

Clarifying what makes your business unique is essential in a crowded marketplace. Generic claims about ‘quality’ and ‘service’ no longer differentiate your company—you need a compelling brand story and position. Consumers are likely not swayed by your claims of ‘family-owned’ unless it’s tied to something tangible for them. 

Consider these approaches: 

• Specialization in specific types of projects or architectural styles 

• Expertise in environmentally sustainable methods and materials 

• Focus on a particular client demographic with unique needs 

• Innovative processes that deliver results more efficiently or with less disruption 

When you narrow your focus, you can stake your flag in a specific market position, such as the small-space kitchen expert or the basement buildout company. Home improvement companies seeking strong growth have veered away from the 'we do it all' approach in favor of becoming recognized experts in specific niches—at least for initial customer outreach. 

Document your distinctive approach in a clear brand positioning statement, then ensure every customer touchpoint consistently reflects this position. It also gives you an opportunity to demonstrate expertise while educating customers so they can learn how to achieve what they want and develop a trusting relationship. 

Create a Seamless Digital Experience 

Most homeowners spend a fair amount of time researching their options online before contacting a service provider. Companies with a compelling, user-friendly digital presence capture leads at a significantly higher rate than those with outdated or incomplete online information. 

Essential elements of an effective digital strategy include: 

• A mobile-optimized website with engaging project galleries, clear service descriptions, and simple contact options 

• A streamlined quote request process that respects users' time 

• Virtual consultation options for preliminary discussions 

• Interactive tools to help visualize potential improvements 

• A thoughtful content strategy that demonstrates your expertise and approach 

The digital experience is more than just making a good first impression—it's about giving customers a seamless and enjoyable experience at every stage of the customer journey, from initial awareness through project completion and referral generation. 

Invest in Relationship Marketing 

While traditional marketing focuses on acquiring new customers, relationship marketing emphasizes deepening connections with existing clients to generate repeat business and referrals. 

Effective relationship marketing strategies include: 

• Personalized maintenance reminders based on previous work completed 

• Home anniversary check-ins to explore potential new projects 

• Educational content tailored to each client's specific home type and interests 

• Client appreciation events to build community while showcasing new capabilities 

• Referral programs to reward clients for recommending your services 

These approaches acknowledge that selling additional services to existing clients costs significantly less than acquiring new customers while creating an invaluable network of advocates for your business. 

Optimize Operations for the Customer Experience 

Operational efficiency isn't just about reducing costs—it's about creating a superior customer experience that becomes a competitive advantage. 

Leading companies are focusing on: 

• Transparent project management systems to give clients visibility into timelines and progress 

• Streamlined communication protocols to ensure client questions never go unanswered 

• Consistent quality control processes to prevent common pain points 

• Efficient scheduling to reach customers when they need your services 

• Post-project follow-up protocols to address any concerns before they escalate 

Company growth relies on viewing every operational decision through the lens of customer impact and asking two critical questions: 

• Will this save us money? 

• How will this affect the client experience? 

Develop Strategic Partnerships 

No home improvement business can excel at everything. Strategic partnerships allow you to expand your service offerings and solve more customer problems without diluting your core expertise. 

Consider developing relationships with: 

• Complementary service providers who serve similar client bases 

• Suppliers who can provide exclusive materials or preferential pricing 

• Technology companies that enhance your service delivery 

• Designers and architects who can refer implementation work 

• Real estate professionals who can connect you with new homeowners or sellers looking to spruce up before listing their house 

Stay Ahead of Industry Trends 

The home improvement industry constantly adds new materials, technologies, design approaches, and consumer preferences. Companies that anticipate and adapt to these changes gain significant advantages. 

To maintain awareness of emerging trends: 

• Attend industry trade shows and conferences 

• Participate in professional associations 

• Establish relationships with manufacturers' representatives 

• Subscribe to research reports from market intelligence firms 

• Create a structured process for evaluating and potentially adopting innovations 

Formalize your trend-watching so you’re not just passively aware of changes. Implement systems for evaluating which trends align with your business model and client needs. 

Stay in Front of Customers with McClatchy! 

Staying ahead in the competitive home improvement market requires a multifaceted approach that combines data intelligence, clear positioning, digital excellence, relationship focus, operational efficiency, strategic partnerships, and trend awareness. While implementing all these strategies simultaneously may be challenging, even incremental progress in each area can significantly strengthen your competitive position. 

Connecting quickly with the best customers is another key strategy for keeping ahead of the competition, as it will increase your marketing efficiency by reaching a higher proportion of likely customers. McClatchy has an extensive audience understanding through their Premium Audience Network, which they can use to reach this crucial group. 

Reach out to McClatchy today to learn more about how we can connect you to the people who will grow your business!