A guide to generating bathroom remodeling leads
More than half of all American homeowners remodel their homes each year and this number is expected to continue to grow as more people are opting to remodel old or existing homes as opposed to buying new ones. In particular, bathroom remodeling has emerged as one of the most popular remodeling projects for homeowners.
Every homeowner will eventually need to –or should need to– remodel their bathroom; whether that be as a part of a larger home remodeling project, functionality, or perhaps they are simply tired of looking at dated wallpaper every morning.
With this market of ever-increasing potential, bathroom remodelers are frantically searching for the best leads to convert to sales. From lead generation campaigns, to marketing strategies, to Telephone Consumer Protection Act (TCPA) compliance, this guide on bathroom remodeling leads has you covered.
What are bathroom remodeling leads?
Bathroom remodeling leads are homeowners, but more specifically, they are often new homeowners looking to make changes to their recently purchased abode. New homeowners (less than one year) are statistically more likely to spend twice the amount of money on a home renovation project than long-term homeowners (six years or more).
However, although long-term homeowners are spending less post-pandemic on renovations, this demographic should not be ignored. As of 2023, long-term homeowners are still spending $15,000 on average for home remodeling which falls in line with the national average.
Source: Houzz
The remodeling market is lucrative and bathrooms are one of the top priorities. With bathroom remodeling leads increasing, how can companies increase their competitive edge in this vast market?
Enter: Lead generation campaigns.
Why run lead gen campaigns for bathroom remodeling?
Lead generation campaigns are important for every business, but especially in this expansive industry, these campaigns can help establish a pool of potential buyers from this ocean of opportunity.
A company’s successful lead generation campaign should consist of several within an overall strategy: SEO, website optimization, email marketing, social media, and referrals are all examples.
Successful campaigns can help expedite the sales funnel process and convert your leads into a sale faster. There are several different lead generation strategies and today we want to highlight five of the most popular, and ways to optimize each approach.
Bathroom remodeling lead generation strategies
1. SEO
Search engine optimization (SEO) is a digital marketing strategy designed to place your company higher on a search engine results page, thus attracting more traffic to your company’s website. So when people Google “bath remodeling,” your company appears toward the top of the list and increases the likelihood that this consumer will visit your website and enter your sales funnel.
In order to optimize your SEO strategy, a marketing team needs to conduct thorough SEO research to identify what words and phrases are helping companies raise their ranks on search engines. Secondly, your company needs to embrace the usage of these keywords and phrases throughout your website. Simply sprinkling buzzwords in unpopular blogs will not suffice.
The repeated use of keywords will help the information read more organically and make your company synonymous with what consumers are searching for.
2. Optimize website for conversions
We live in a digital age and your website is your greatest tool. Consumers will almost always visit your website before making a purchase and this experience could make or break a potential sale. Your website needs to balance being informative without feeling overwhelming, helpful but never patronizing, and succinct without seeming sparse.
While difficult, an optimized web page can lower lead acquisition costs and empower consumers to do the heavy lifting for you. There are myriad ways to design your website, but one application should be featured on all of them: a contact information form.
This form could be labeled anything to entice sign-ups, from “Get quote now” or “Get started now” like the Zintex Remodeling Group.
With a sign-up option, customers can directly enter your CRM and you can begin to nurture them toward a future conversion.
3. Email marketing
Email marketing is an essential part of all lead generation strategies because it is a simple way to connect with prospective, current, and former customers. These campaigns can help spread the good word about your company and increase the likelihood of future sales or cross-sales with different product offerings.
Newsletters are a great example of standard email marketing and afford you the opportunity to talk about anything you want: new products, customer testimonials, holiday sales, philanthropic efforts. For instance, if you have an exciting new digital product or offer, you could easily create your free QR code using Bitly and include it in your email blast for direct and effortless access. Email marketing is an efficient approach to simulate a one-on-one conversation with thousands of consumers.
4. Social media
Social media is a cost-effective way to connect with consumers whether you are using Facebook, TikTok, LinkedIn, Twitter, Instagram, or even Myspace. Okay, maybe not the latter.
These platforms allow you to engage with millions of consumers and share valuable information in a less formal manner. A process that is made easier with the use of social media management tools. You can build your social media presence with engaging content like “Five remodeling mistakes every first-time homeowner makes,” but the key to successful social media lead generation is diversification. Initially get some followers for platforms like Instagram to share the content with a wider audience to help you find potential customers.
Without a diversified approach (videos, pictures, celebrity endorsements, “how-to’s,” testimonials, etc.), your channel could quickly become stale and dismissed as a bad commercial. Keep it fresh, informative, and keep it fun.
5. Referrals
Good work should never go unnoticed, and a strong referral network can ensure that your company’s good work never does. You can rely on the goodwill of a consumer to spread the word about your business, or you can entice them with discounts: “Save 10% on your next remodel by referring us on Facebook.”
The referral industry has advanced well beyond your neighbor telling you about the incredible savings at the local hardware store. There are now several websites dedicated to company referrals. One of the most popular is Get The Referral.
Referrals are a great way to build a community of trust and a way to turn every customer into a repeat customer in the future.
With these tips, you’ll attract more customers to your business in no time. However, a contractor lead generation strategy can be challenging to create if you have no experience in the following areas. If you’re new to business promotion, consider hiring a marketing company.
Power bath lead generation with LeadConduit and TrustedForm
ActiveProspect’s LeadConduit streamlines your cost-per-lead (CPL) acquisition process to efficiently acquire customers at scale. Custom lead flows automatically enhance and filter leads in real time to deliver the highest-quality prospects to your CRM or lead buyer. LeadConduit is valuable for any bathroom remodeling company seeking to enhance lead acquisition, management, optimization, and distribution. Explore LeadConduit.
TrustedForm bolsters TCPA compliance making it an essential tool for every company’s lead-generation efforts. With TrustedForm, companies can capture every lead-generation event at the moment the form is completed, issue certificates of lead authenticity that can be retained and shared, and store a certificate for each lead to help protect against TCPA fines and litigation.
Furthermore, TrustedForm Verify now offers a new 1:1 Consent Check feature to help you navigate the FCC’s new TCPA requirements taking effect in January 2025. Whether you are generating leads for your own use or to sell, all bathroom remodeling lead generation campaigns should be equipped with protection from TrustedForm.
Bathroom remodeling marketing strategies
1. Display customer reviews
If you are doing good work, prove it. Consumers want to see proof of satisfaction and there is no more apt source for that than customer reviews. Reviews for your company should be easily accessible on your website and should demonstrate the high-quality services you guarantee to provide.
Bath Planet features an extensive reviews page where anyone can read reviews from manufacturers or dealers. This level of transparency can help prospective consumers feel more confident in what they are purchasing.
Even the occasional negative review provides a unique customer service opportunity. Follow-up with the unsatisfied customer, remedy the situation, and offer them the opportunity to complete an addendum to their original review.
2. Branding
Branding refers to the identity and story of a company that makes it stand out from competitors, and it is one of the most important aspects of marketing. How do you want others to perceive your company? When consumers hear of your brand, do they think of reliability or shoddy workmanship?
When consumers think of Kohler, they immediately think of innovative products that can transform their home into a sleek, state of the art world of relaxation and indulgence.
Leaving a lasting impression so consumers will remember your company long after they have left your website or social media page is the first step in developing a long relationship.
3. Digital Showroom
In the 1996 film, Jerry Maguire, Cuba Gooding Jr. famously shouts, “Show me the money!” to Tom Cruise. While most businesses want to tell that to consumers, it is important to think of it a little differently. If you think of your consumers shouting, “Show me where my money goes,” you can utilize your digital showroom as a way to directly show them.
In an increasingly digital world, it is rare to have consumers walk through a brick-and-mortar remodel design in an actual store. Instead, you have to bring it to them. Create an immersive showroom on your website so the consumer can actually visualize and feel themselves in there. You can even take it a step further with a custom design and tour option that puts the consumer in charge.
Show your customer’s where the money will go, make it feel real, and they will show you the money.
Bathroom remodeling digital advertising strategies
Google Ads
Most bathroom remodel Google ads are designed to show you a company’s most viewed or purchased product. This is not the time to display your most expensive touch-activated floor heating sensors, but the time to display bathtub-to-shower conversions or the latest model of your annual top seller.
By addressing the most common need of the masses, you can offer them more specific upgrades once they visit your website.
Facebook Ads
Facebook ads often aim to highlight value, or the benefit of a change or upgrade in your life. Bathroom remodeling can be expensive, and an advertisement showing a real transformation can help make the value feel tangible to a potential consumer. Furthermore, this Facebook ad from Neerings shows their handiwork, presents a quick bath remodel timeline, AND shows how you can increase the ROI if you decide to sell your home.
Source: TradieDigital
Best practices for buying bathroom remodeling leads
As a bathroom remodeling company, securing high-quality leads is crucial to your success. While generating your own leads is important, buying leads can complement your strategy and help maintain a consistent flow of potential clients. Here are some best practices to follow when purchasing bathroom remodeling leads to maximize your marketing budget and boost your business:
- Utilize a combination of lead generation and lead buying
Bathroom remodeling companies can enhance their lead acquisition by combining self-generated leads with purchased leads. By doing so, you can tap into different lead sources, balancing the immediacy of paid leads with the long-term value of organic leads. Generating your own leads provides you with more control while buying leads can quickly fill in any gaps, helping you maintain a steady pipeline.
- Choose the right lead type
Evaluate whether phone leads or form leads are a better fit for your business model. Phone leads provide immediate customer interaction, increasing your chances of converting a lead into a booked job, but may be more expensive. Form leads, on the other hand, can be cost-effective and available 24/7, though they often require more follow-up to close the sale. However, regardless of the lead type you prefer, maintaining compliance with tools such as TrustedForm is always the top priority before contact is made.
- Set a competitive cost per lead (CPL)
It’s crucial to determine a CPL that aligns with your business’s ability to book jobs and take on projects. A competitive CPL ensures a steady flow of leads. Start by assessing how many jobs you can realistically handle and how much you’re willing to pay for each potential client. This allows you to strike a balance between affordability and lead quality.
- Target your geographic area
Location has a significant impact on lead cost and volume. Bathroom remodeling leads in highly competitive areas or major cities tend to cost more than those in smaller regions. Adjust your CPL based on the demand and competition in your local market to optimize your lead-buying efforts.
- Optimize your follow-up process
Maintain that you have an efficient follow-up process in place for all leads, especially form leads. Respond quickly to inquiries to increase your chances of converting leads into booked projects. Consider using automated systems to track leads and follow up with potential clients in a timely manner.
Average cost per bathroom remodeling lead
The cost of bathroom remodeling leads varies based on several factors, including location, competition, and lead type. On average, bathroom remodeling leads from Service Direct cost around $122 per lead in the U.S. However, this can fluctuate depending on where your business operates. For example, in Texas, the average cost per lead is approximately $109, while in a more competitive market like Houston, the price rises to around $130.
Understanding these regional variations allows you to budget effectively and set realistic expectations for your lead-buying campaigns. By working with a provider like Service Direct, you can adjust your CPL based on local market data, and increase the likelihood that you’re getting the best possible return on investment.
By following these best practices and keeping cost expectations in mind, you can create a lead-buying strategy that helps your bathroom remodeling business thrive.
Final thoughts
Lead generation and lead buying strategies are essential aspects for bathroom remodeling companies to capitalize on this fertile market. A combination of bath remodeling lead generation campaigns (SEO practices, website optimization, email marketing, social media, referrals), marketing (displaying customer reviews, branding, digital showroom presentability), and supplemental lead buying are all necessary components of a successful lead acquisition strategy.
Additionally, tools like TrustedForm and LeadConduit can help streamline this process by helping your business only acquire the highest-quality leads while also maintaining the highest standard of compliance. Couple these strategies with staying up to date on the latest trends in the bathroom remodeling leads industry, and consumers will show you the money in 2024.
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