When people are looking to purchase something big; a car, a house or even a home improvement project, they get opinions from everyone they know. Haven’t you noticed your friends on Facebook asking if they should purchase the latest iPhone versus an Android device?
What about others who post about a new movie that they loved, a restaurant they can’t get enough of, or a deal they found on Amazon? I’m here to tell you, if you’ve pish poshed social, here is what you need to understand:
Social media referrals are the new word of mouth and they can do wonders for a home improvement company’s sales and conversion rates.
A 2014 study showed that 71% of consumers are more likely to make a purchase based on social media referrals. This statistic makes perfect sense, because these consumers are basing their final decision off of the opinions of people they know and trust. You can tell Mrs. Jones all day long how great your business is, but if she hears it from Mrs. Smith across the street, that’s a referral you can’t put a price tag on.
So, how can you utilize social media to your advantage? Here are a few simple suggestions:
Ask for referrals
When a customer tells you how happy they are with the work you just completed at their home, ask them if they’d be willing to write a quick recommendation on your Facebook page or mention you on Twitter. Perhaps you can start a contest at work for the sales or crew member with the most online referrals in a month to add a little motivation. You’d be surprised how many people are willing to talk you up, especially if you’ve gone above and beyond!
Post before/after pictures
Just about everybody these days owns a smartphone with a camera. When you’re out at a job site, snap a quick picture before the work begins, and then again once you’re finished. Place the pictures side-by-side using a simple collage app such as Fotor (or Photoshop if you’re more tech savvy) and include a brief description of the work completed. Chances are your customer will be thrilled to show off his/her upgrade to their friends online.
Create video testimonials
Remember that smartphone we just talked about? Don’t be afraid to ask customers if they wouldn’t mind doing a quick video interview about the work that was just completed at their home. Ask a few basic questions, such as the project that was done and how they felt about the quality of both the work and the people from your company. Upload it to YouTube and share on your social media channels. Think about the prospective customers who will get to hear it straight from real, everyday, satisfied homeowners.
Try out one or more of these ideas today to help increase your qualified leads, as well as your closing and conversion rates. With millions of people using social media every day, if you’re not capitalizing on this way to connect and share, you’re missing out on perhaps the biggest opportunity to grow your business.