Home Improvement Leads: Importance, 7 Proven Strategies & More (2024)

Generating high-quality leads in the home improvement sector can be challenging, but it’s crucial for business growth.

Whether potential clients are seeking home extensions, new kitchens, upgraded heating systems, or any other form of home improvement, having a robust digital presence can make all the difference.

In this guide, we’ll explore why home improvement lead generation is essential and share seven proven strategies to help you attract and convert new customers.

Home improvement lead generation directly affects a company’s growth by connecting businesses with homeowners ready to invest in renovations, repairs, or upgrades.

High-quality leads ensure your marketing efforts reach the individuals most likely to become paying customers, maximising your ROI and helping you maintain a steady pipeline of projects.

To help home improvement businesses generate new customers, we’ve identified some of the most effective lead-generation strategies for 2024.

By leveraging Google Ads, you can place your home improvement services in front of potential clients, right when they’re searching for services like home extensions, new kitchens, or double-glazing.

Google is often the starting point when users are seeking home renovation services. Backed with high user levels, home improvement brands can run high converting campaigns to target users on a keyword and location basis.

Benefits of Google Ads for home improvement lead generation include:

• Instant visibility: With Google Ads, your services appear at the top of search results, allowing you to capture high-intent leads.
• Targeted advertising: You can use keywords to target homeowners searching for specific home improvement projects. You can also tailor your ads to specific locations and demographics.
• Cost control: You only pay when someone clicks on your ad, ensuring your marketing spend directly correlates with lead generation.
• Performance tracking: Google Ads provides detailed insights into your ads’ performance, helping you adjust campaigns for better conversions and more leads.
• Competitive edge: Paid ads let you outperform competitors who rely solely on organic search, ensuring your business is front and centre when clients are making purchasing decisions.

While Google Ads dominates the search engine space, Bing offers a great alternative to stimulate leads for home improvement companies.

Although traffic volumes are lower, as Bing only holds a 12% share of the UK desktop search market, companies can still capitalise on cheaper traffic and lower lead costs. 

Benefits of Bing Ads for home improvement lead generation include:

• Lower competition and costs: Bing sees less competition compared to Google, which can result in lower cost-per-click rates.
• Unique audience: Bing users tend to be older and may have higher disposable incomes, making them ideal targets for more expensive home improvement services like extensions or solar panels.
• Demographic targeting: Bing Ads offers advanced targeting tools, ensuring your ads reach homeowners ready to invest in renovations or upgrades.
• Network reach: Through partnerships with Yahoo and AOL, Bing Ads provides access to a broader audience, extending your reach beyond the search engine.
• Advanced analytics: Bing offers comprehensive performance tracking, so you can see your ads’ performance and optimise for higher conversion rates.

There’s no doubting Meta’s reach. Facebook had 37.10 million users in the UK in early 2024, with 34.71 million UK Instagram users as of July 2024.

Depending on your budgets and marketing goals, Meta can be used for both top-of-funnel and bottom-of-funnel campaigns.

Targeted ads can be initiated using a combination of 1st party and 3rd party data such as customer lists, interests and demographic variables.

Benefits of Meta Ads for home improvement lead generation include:

• Audience targeting: Meta Ads allow advertisers to target homeowners based on their behaviour, interests, and even specific life events (like moving house), offering a superior level of precision.
• Visual appeal: Meta’s platforms allow home improvement businesses to showcase high-quality imagery and video ads, which are effective for capturing attention and inspiring home renovation ideas.
• Retargeting capabilities: Businesses can retarget users who have interacted with their website or ads, making it easy to nurture potential leads already considering home improvement services.
• Cost-effective: Meta Ads often have lower cost-per-impression rates than other digital platforms, allowing businesses to reach large audiences while effectively controlling budgets.
• Range of ad formats: From carousel ads to video ads, Meta offers flexible formats designed to increase engagement and drive conversions.

YouTube is the second largest search engine in the world, with 56.20 million users in the UK as of early 2024.

As such, advertising on the platform lets home improvement businesses reach a vast audience.

Benefits of YouTube Ads for home improvement lead generation include:

• Visual storytelling: YouTube allows businesses to create engaging video content that can demonstrate home improvement projects in action, such as kitchen remodels or landscaping transformations.
• Targeted reach: With YouTube Ads, you can target specific audiences based on demographics, interests, and behaviours. For example, homeowners who have recently watched DIY tutorials or home renovation videos.
• High engagement: Video ads typically have higher engagement rates than other forms of advertising.
• Cost-effective: YouTube Ads are more affordable than traditional TV advertising with a flexible cost-per-view model.
• Tracking and analytics: YouTube provides detailed analytics on how users interact with your ads, enabling you to refine your strategy and focus on formats that generate the most leads.

Whether you’re running Google Ads, Bing Ads, or email marketing campaigns, directing visitors to a focused, high-converting landing page can dramatically improve your ROI.

Key elements of high-converting landing pages include:

• Clear and compelling headline: Your headline should immediately capture attention and align with the promise made in the PPC ad or email. It needs to be concise, relevant, and value-driven, explaining exactly what the visitor will get by staying on the page.
• Strong call-to-action (CTA): Your CTA should stand out and clearly tell the user what you want them to do next, such as “Get a Free Quote” or “Schedule a Consultation.” 
• Simple design: A clutter-free layout that focuses on essential elements can keep visitors on the page. 
• Visual appeal: High-quality images or videos showcasing your home improvement services, such as before-and-after photos, can be persuasive in showing your expertise.
• Social proof and trust signals: Testimonials, reviews, or certifications can build trust and reassure visitors that your service is credible. For home improvement businesses, showing positive reviews, project success stories, or certifications can make a huge difference in conversion rates.
• Mobile optimisation: Responsive design, fast loading times, and easy navigation will help keep mobile users engaged and increase conversions.
• Limited navigation: Avoid offering too many exit points on your landing page, such as excessive links or menus. Minimise distractions and keep the visitor focused on the action you want them to take.

Your website is often the first point of contact for potential customers, and its design plays a crucial role in turning visitors into leads. 

Essential elements of web design for lead generation include:

• User-friendly navigation: Easy-to-navigate sites reduce bounce rates and keep visitors engaged, increasing the likelihood of conversions.
• Mobile optimisation: Mobile-friendly sites improve user experience and boost SEO rankings, making it easier for potential clients to find you online.
• Fast load times: A slow website can lead to high bounce rates, as visitors expect pages to load within seconds. Compressing images, minimising code, and using efficient hosting services can improve your site’s speed.
• Compelling CTAs: CTAs should be visually distinct, concise, and placed strategically across the website, such as on landing pages, service pages, and blog posts.
• Trust signals: Displaying trust signals like customer reviews, certifications, and guarantees reassures visitors that your business is credible and reliable. 
• Conversion-optimised forms: The forms you use to capture leads, whether for booking consultations or requesting quotes, should be simple and user-friendly. 
• High-quality visual content: Showcase your work through galleries, project portfolios, or video testimonials. This demonstrates your capability, inspiring trust and encouraging visitors to take the next step.

Once potential clients click on your PPC ad and submit their details through your landing page, targeted email campaigns can guide them through the customer journey and convert them into loyal clients. 

How to use email marketing to nurture leads: 

• Welcome emails: A personalised welcome email is an opportunity to share a brief overview of your services, key benefits, or even testimonials to reinforce trust.
• Lead nurturing through educational content: This could include tips for home renovation, case studies of past projects, or how-to guides. These emails position your business as the go-to expert.
• Consultation or follow-up emails: If a lead has expressed interest but hasn’t yet booked a consultation, a well-timed follow-up email offering a free consultation or home assessment can move them further down the sales funnel. 
• Exclusive offers and discounts: Whether it’s a seasonal offer or a discount on their first project with you, this type of email can spur leads to commit to a project.
• Client testimonials and social proof: These emails build trust and show potential clients the results they can expect by choosing your business.
• Re-engagement campaigns: For leads who have become inactive, re-engagement emails are a great way to bring them back into the fold. 

Investing in lead generation for your home improvement business requires a strategic approach. It’s crucial to balance your budget across different channels, from digital ads to SEO, while tracking performance to adjust and refine your strategy over time.

Here’s how to effectively plan your home improvement lead generation investment:

1. Identify your key metrics

   To plan an effective lead generation campaign, start by identifying three crucial metrics: 

   • Conversion Rate: This is the percentage of leads that turn into clients. Calculate it by dividing the number of new clients by the total leads generated, then multiplying by 100. For example, if you generate 50 leads and 10 become clients, your conversion rate is 20%. Knowing this helps you set realistic goals for the number of leads needed to achieve your desired results.
   • Cost-Per-Lead (CPL): To understand how much you’re spending on each lead, divide your total campaign budget by the number of leads generated. For instance, if you spend £1,000 and generate 50 leads, your CPL is £20. Monitoring this helps you allocate your budget efficiently and optimise your campaigns.
   • Return on Investment (ROI): This shows the revenue your lead generation efforts generate relative to your spending. To calculate ROI, subtract your lead generation costs from the income generated by your new clients, divide by your total spend, and multiply by 100. For example, if you spend £1,000 and earn £5,000, your ROI is 400%.

2. Diversify your marketing channels

   Invest in a mix of PPC, social media advertising, and organic SEO. Each tactic offers different advantages and diversifying ensures you reach your target audience across multiple touchpoints.

3. Allocate budget based on data

   Use historical data from previous campaigns or industry benchmarks to allocate your budget.

   For instance, PPC campaigns might require a higher initial investment to generate instant traffic, while SEO typically takes longer but offers long-term value.

   Track performance and adjust spending based on which channels deliver the best results.

4. Leverage retargeting and email campaigns

   Part of your investment should go toward retargeting strategies, especially for leads who don’t convert immediately.

   Tools like Google Ads and Facebook Ads allow you to re-engage visitors with specific offers or reminders.

   Additionally, nurture these leads with automated email campaigns that provide ongoing value and drive them toward conversion.

5. Invest in conversion optimisation

   Ensure that the money spent on attracting leads isn’t wasted due to poor landing page performance.

   Investing in high-converting landing pages, optimising for mobile users, and providing clear CTAs will significantly impact your conversion rates.

6. Track, analyse, and adjust

   Lead generation is not a one-time investment. Use analytics tools like Google Analytics, Meta’s Insights, or your CRM to track the effectiveness of your campaigns.

   Regularly analyse performance and reallocate your budget based on what’s driving the highest quality leads at the lowest cost.

Hiring a creative home improvement marketing agency can be a game changer for contractors and home improvement businesses looking to generate high-quality leads.

Here are just some of the benefits of working with us:

• Targeted leads: We ensure that the leads you receive are highly targeted and specifically interested in your services, increasing your chances of conversion.
• No commission: Unlike some lead generation services, we don’t charge commission. Instead, our flat fee allows you to maintain control of your budget.
• Industry experience: With experience generating customers for services like home renovations, window installations, and landscaping and more, we know which tactics drive results.
• No long-term contracts: You can assess the performance and ROI of our lead gen strategies without the pressure of long-term agreements.

If you’re ready to unlock your business growth, contact our specialist property marketing agency today. Book your free strategy session by calling 020 7205 2755 or simply complete the enquiry form on this page.