Marketing Home Improvement Services for Consumers and Contractors

Reach Every Audience in the Home Improvement Vertical

Digital is impacting every business, even those not traditionally thought of as ‘digital,’ such as home improvement. And due to the multiple audiences in the home improvement vertical – consumers, contractors, manufacturers, and retailers – there is a need for greater sophistication when marketing home improvement services.

In the modern world, the Yellow Pages aren’t enough.

Whether it is for repairs, appliances, new additions, or preparing the garden for spring, consumers initiate the buying process online by looking for and reviewing available vendors and services. With 97 percent of consumers using online media to investigate local services, home improvement outlets and their suppliers have to be proactive to reach qualified homeowners in their local trade areas.

Semcasting Smart Zones™ is effective in supporting home improvement by providing 100 percent online reach to qualified homeowners and suppliers. With Smart Zones, any offline list or store trade area can be mapped into qualified digital prospects for any campaign. These online audiences can then be targeted with contextual, relevant messaging across any device whenever consumers are connected to the Internet.

Smart Zones maps every consumer with a commercial footprint as well as most businesses in the U.S. and Canada. The Smart Zones database is enhanced with up to 750+ variables and nearly 1,000 Smart Zones in every zip code, providing the most comprehensive and granular digital targeting available.

Use Case: Residential & Commercial Windows Manufacturer

A manufacturer of replacement windows was promoting a line of energy-efficient windows for residential and commercial structures.

For residential windows, the geography was the suburban areas around Boston, Massachusetts. Prospects were resident homeowners in homes that were at least 15 years old. They also will have lived in their house for more than five years with incomes above $200,000, and a discretionary income score that was above the national average.

For commercial resellers, their target prospects came from onboarding a known list of contractors, as well as architectural and real estate development firms identified by NAICS and SIC codes.

Using Smart Zones, two audiences were identified. The first targeted the top 20 percent of households that met the requirements of the selection criteria. The second targeted contractors, architectural, and real estate development firms by company name, NAICS code, title, and business size. In addition, the contractors were located at their home location using the unique Business Owners @ Home feature.

The scored pool of prospects was converted into Smart Zones and an online advertising campaign was executed to promote this home improvement service to households, offices, and across all mobile devices of the prospects.  The campaign ran for three months and generated over 20 million online impressions. The Click-Through-Rate (CTR) for the campaign came in at .39%, or 82,000 indications of interest.

Learn more about what Smart Zones can do for you today.