Written by There’s a lot of competition out there. How are you setting your painting business apart from all the rest? A solid yet flexible marketing strategy is the key. Technology can be a huge asset in building your business, but putting the pieces in place is up to you. Luckily, painting contractors have one big asset on their side: photos.
1. Make the most of before and after photos.
Before and after photos are one of your most effective marketing tools. These images show off your skills and help customers picture what their spaces will look like after they hire you. Before and after images are a great thing to include in your estimates to help you win the job. They’re also attention grabbers, so using them on your social media pages and website will make people stop and look. Take them at every job. Watch some lighting tutorials to learn how to make rooms look their best in photographs.
2. Harness the power of social media.
For home service providers, who often get new customers via word-of-mouth, social media platforms like Facebook and Instagram are really powerful. If one customer with a lot of friends posts about loving your work, potentially hundreds of other local homeowners could see that recommendation. At the end of every job for a satisfied customer, ask that the customer to tag your business if they post photos on their social media channels. Buying targeted Facebook ads, which help you reach the customers you want, might also prove to be a good investment.
3. Consider paying for your leads.
To build your business, you’re going to have to find new customers. Paying for leads is one way to do it. Platforms like HomeAdvisor and sites run by other lead generation companies may help you identify potential new customers in your area. This strategy is sometimes useful for painting contractors just starting out. Once you’ve got your leads, you’ll want to devise a good strategy to reach leads right away and how you’ll engage leads.
4. Seek out online reviews.
Research shows that reading positive reviews really drives customers’ buying decisions. Yelp, Google and Facebook reviews are free and easy for customers to post, and getting positive reviews doesn’t cost your business anything either. So if you haven’t already done so, claim/create your business page on these three major review sites. Tell your satisfied customers how much it helps you for them to post online reviews on these sites. Share positive reviews on your website and social media channels.
5. Deploy an SEO strategy.
An SEO (search engine optimization) strategy essentially helps you rank highly on search engines. If SEO is working for you, a customer who searches online for “painting contractor in [your area]” will see your name near the top of the results page. Plenty of SEO service providers can help you with this, but a good start is to create a searchable website with high-quality content and plenty of clickable ways for customers to reach you.
6. Streamline your processes.
Now that so many people run their lives from their phones and laptops, a business that relies on phone calls, paper receipts and paper checks won’t appeal to everyone. Attract those tech-savvy customers by letting them know how easy it is to work with you. Offer online estimates, text and/or email notifications and reminders for appointments, online billing and on-the-spot payment processing. Advertise those conveniences in your marketing materials.
7. Check in with past customers.
Past customers are one of a painting contractor’s single greatest assets. If they needed a paint job four or five years ago, there’s a good chance they’re about ready for a touchup. Reach out to any customers you haven’t serviced in a few years to remind them that you’re available. Personalize these communications as much as possible. If you still have before and after photos from the last job you did for the customer, send them along as a reminder of how great their space looked when it was freshly painted.
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Last modified: June 18, 2019
