To attract more home improvement clients, focus on a high-trust, visual strategy: optimize your Google Business Profile for local search, showcase high-quality before-and-after project photos, and secure video testimonials. Implement targeted Facebook/Instagram ads, use PPC, and build a referral program to generate high-intent leads.
BKA Content
BKA Content
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Key Marketing Strategies for Home Improvement Companies
Local SEO and Google Business Profile: Ensure your profile is fully filled out with photos, services, and regular updates to appear in "near me" searches.
Visual Portfolio & Case Studies: Home improvement is visual. Develop a robust, high-quality portfolio and write case studies detailing the challenge, solution, and final result.
Targeted Paid Advertising: Use Google Ads for high-intent searchers and Meta Ads (Facebook/Instagram) to target homeowners by location and interest.
Leverage Reviews and Testimonials: Over 90% of customers check reviews; actively solicit reviews on Google and Yelp to build trust.
Video Content: Create walkthroughs of finished projects and video testimonials to showcase quality.
Strategic Partnerships: Network with related professionals, such as real estate agents, interior designers, or real estate investors for referrals.
First-Party Data Strategy: Use CRM systems to track customer data for personalized marketing and follow-ups.
PGM Solutions
PGM Solutions
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Digital Presence Essentials
Mobile-Friendly Website: Ensure your site loads quickly and clearly displays your services and contact info.
Content Marketing: Start a blog addressing common homeowner questions (e.g., "Cost of a kitchen remodel in [City]") to boost organic search rankings.
Indeed
Indeed
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High-Impact Tactics
Retargeting Ads: Show ads to people who visited your website but didn't contact you.
Formal Referral Program: Offer incentives for past clients to refer new business.
Virtual Consultations: Offer convenient virtual estimates to save time and streamline the sales process.

If you are a freelance handyman, an interior designer, or a professional contractor who specializes in home remodeling, you may be wondering how to generate leads for home improvement projects. Many small businesses connect with people by using social media — but as you do most of your work in non-digital spaces, you may feel behind when it comes to this aspect of your business.

Don't worry. It's entirely possible to integrate a home remodeling business with digital marketing plans. Learn more about how to develop your online presence, how to generate leads for home improvement businesses if you're used to a word-of-mouth paradigm, and why your content strategy may be the best way to advertise for home improvement leads.

Learn How To Generate Leads for Home Improvement Contractors
lead generation for home remodeling

Finding leads for home remodeling can be difficult because contractors, interior designers, painters, and others who work in the home improvement industry get much of their work by word-of-mouth. The more you work, the more potential clients will notice your work, and the more homeowners will give out your name to their friends.

This framework can be great or terrible for business, but at the very least, it'll make your career unpredictable. You may experience a "feast or famine" trend where you receive several requests for quotes, jobs, and leads in a short amount of time — and then you receive none. Learning how to generate leads in times of famine can be the factor that makes or breaks your home improvement business.

7 Ideas for How To Generate Leads for Home Improvement and Remodeling Companies
Now that you know why you should continuously generate leads, how do you find leads for home remodeling? Consider the following ways to find potential clients who are in the market for — and will likely be willing to invest in — your home improvement services.

1. Blog Consistently and Use SEO-Optimized Content
Blogging consistently is one of the best ways to show off your home improvement knowledge. You can tailor your content to your specific industry. For example, if you mainly work on remodels, you may write a series of articles explaining when the best time to remodel is or how to work with a contractor to design a remodel that's within your budget.

Perhaps most importantly, good content gives your search engine optimization ratings a boost. If you're unfamiliar with SEO, it's simply the way search engines find the content that best matches what you've typed into a search box. The more content you write for your website, and the more consistently you use great SEO techniques such as keyword optimization, SEO-friendly formatting, and well-written content, the more likely it is that your site will attain a higher rank, thus bringing more leads for your home improvement business.

Hubspot captures this perfectly. Note how consistent blogging leads to compounding results:

hubspot lead generation case study

As a home improvement or remodeling service, you need to get the attention of customers online. Blogging is a cost-effective way to get more attention from search engines. Many potential customers are asking questions on Google that you can answer. This will ultimately lead them down the sales funnel.

Want Great Content With SEO Benefits?
Our monthly blog writing services are the perfect solution for home improvement and remodeling companies. We write high-quality, affordable content catered to your needs.

Learn More
2. Find Your Niche
Regardless of whether you're a handyman, general contractor, interior designer, or another home improvement specialist, you need to determine your niche before you begin to market yourself. Finding your niche is important to building your brand, and letting people know that you are an expert in a specific area will go a long way to fostering confidence in your skills.

It may weaken your business if you claim to be able to do everything involved in home improvement (even if you are proficient in many areas). You may wish to brand yourself as a small business that can renovate basements and bonus rooms, or perhaps you specialize in remodeling bathrooms.

Once you determine your home improvement niche, write several articles for your blog with your expert-level knowledge to boost your SEO in this specific area and attract potential clients. If you're stuck when considering how to generate leads for home improvement clients, consider what it is you do best or most often for clients and work from there.

3. Market to the Right Audience
how to get home improvement leads

It doesn't matter how good you are at your job if the people who would most likely hire you don't know you exist! Review your marketing strategy, if you have one, and determine why you're trying to sell your services to each group you market to. For example, you wouldn't want to advertise home improvement services in a newly built neighborhood.

You also probably won't attract many customers in neighborhoods where most people rent instead of buy (usually, renters aren't able to make modifications to their spaces). Focus on selling your services and home remodeling expertise, whatever it may be, to the people who are most likely to hire you.

4. Post Online Ads To Generate Local Leads for Home Improvement
Target your demographic online by using Google Ads, Facebook Ads, and other groups that offer paid online advertising. This can help you generate leads from people who have recently searched for home improvement topics online or have joined specific social media groups that discuss home improvement topics. Crafting well-written ads can play into your content marketing strategy as they can direct potential customers to your blog.

If you're considering generating leads for home improvement in this fashion, it's crucial to update your blog regularly or consider working with a blog writing subscription service. This will ensure that your future customers see fresh, season-relevant content when they click through to your site.

5. Feature Customer Reviews
customer reviews for home improvement

Over 90% of people regularly check online reviews before making a purchase, choosing a contractor, or ordering a product. You've probably used this strategy at some point to find everything from affordable hair salons to new restaurants to high-quality healthcare clinics, too.

Using customer reviews of your products can be a great way to generate leads for home remodeling. When combined with your content and descriptions of the services you offer, written proof that you've exceeded your prior customers' expectations can go a long way to attracting new clients. Using a star rating system may be helpful as well.

6. Distribute Business Cards or Flyers To Target Neighborhoods
This piece of advice doesn't require you to use digital marketing tactics, but you'll have to be just as careful — if not more so — to ensure that the content on your flyer or business card is proofread, accurate, and timely. First, determine which of the neighborhoods in your area will be most likely to hire a contractor or home improvement professional within the next few months. Then, create a mailing list to directly mail business cards, flyers, or other promotional materials. You could also go door-to-door to talk to each homeowner about your services.

When you're learning how to generate leads for home improvement using this approach, you'll notice quickly whether people are amenable to speaking with you or not, and you'll have to adjust your tactics from there. Note that in most areas of the United States, it's not legal to put unposted mail, paperwork, or business cards directly into people's mailboxes.

7. Utilize Social Media To Connect With Locals
Consider joining local social media groups for home improvement professionals. You can network with others to receive referrals, post your contact information, and direct potential clients to your blog.

Having a professional website and an expert content strategy in place may be the best way to separate you from the local competition: If your home improvement knowledge is out there for others to see and your site is regularly updated with helpful information, potential clients may be more likely to choose you over another local contractor they're not familiar with.

Contact BKA Content To Learn More
use seo services for home improvement

If you're stuck wondering how to generate leads for home improvement businesses, your first move should be to create a professional content strategy. BKA Content has served as a leader in the content marketing industry since 2009.

11 Ways to Get High Value Home Improvement Clients Online
In the world of home improvement, particularly when aiming for those sought-after high ticket projects, your online presence is crucial. It’s somewhat akin to being the standout store in a digital shopping centre, where everyone desires to visit. Let us delve into how you can make your online presence a beacon for high value home improvement clients.



1. Targeted Social Media Advertising
Picture hosting an exclusive, top notch party. You wish to attract the right crowd, those who value the finer things. Targeted social media advertising does just this for your home improvement business. By selecting who views your adverts based on their interests, income, and recent searches, you can target users interested in luxury real estate. Your advert, displaying a recent high end kitchen refurbishment, appears in their feed, capturing their attention.

Top Tip: Employ visually striking images in your adverts with a clear call-to-action, like ‘Book Your Luxury Home Consultation Today’.



2. Crafting a Luxury Brand Presence Online
Your online presence is essentially your digital business card. To attract high value home improvement clients, your website and social media profiles must exude luxury. Imagine posting before and after photos of a recent upscale refurbishment, accompanied by a story about the design inspiration. This not only displays your work but also tells a story that resonates with an upscale audience.

Top Tip: Regularly update your portfolio with high-quality images and client testimonials to build credibility.



3. SEO Strategies for the High-End Market
SEO is akin to the signage that leads customers to your shop in a bustling marketplace. For the luxury market, target specific keywords that high end home improvement clients might use to find services like yours. For instance, instead of “home renovations,” focus on “luxury home renovations” or “bespoke kitchen design”. This aids in appearing in searches made by potential high value home improvement clients.

Top Tip: Incorporate local keywords to target clients in affluent neighbourhoods or regions.



4. Engaging Video Content
Videos are excellent for showcasing your craftsmanship and attention to detail. Create a walkthrough of a high end remodelling project, emphasising unique features and design elements. This gives potential clients a glimpse of the quality and luxury experience they can expect.

Top Tip: Share these videos on your website and social media channels to engage a broader audience.



5. Influencer Partnerships
Influencer partnerships are akin to having a well known friend endorse you. Work with influencers who connect with your target market. For example, a local lifestyle influencer could showcase your latest project in their home, providing their followers with a personal view of your work.

Top Tip: Choose influencers whose followers align with your target demographic of high-value clients.



6. Personalised Email Marketing
Think of personalised email marketing as penning a letter to a friend who’s intrigued by what you offer. You’re not merely sending out generic updates; you’re sharing information they find valuable. For example, send an email featuring a recent luxury renovation with insights into the design process, tailored to clients interested in similar projects. This approach makes potential clients feel unique and keeps your business at the forefront of their minds.

Top Tip: Segment your email list to send more targeted, relevant content to different groups of potential clients.



7. Online Networking in Niche Communities
Online networking is like joining a club where your ideal clients congregate. Engage in online forums and groups related to luxury home improvement. Share your expertise, answer queries, and subtly promote your services. This establishes you as a go-to expert in the high end home improvement niche.

Top Tip: Regularly contribute valuable insights and advice to establish credibility and visibility within these communities.



8. Strategic Content Marketing
Content marketing is akin to using a digital loudspeaker. It helps you share your knowledge and showcase your expertise to a wide audience. Write blog posts about trends in luxury home renovations or create a video series on high end design tips. This content draws in potential clients who are looking for the services you offer.

Top Tip: Use SEO friendly keywords in your content to improve visibility and attract high value home improvement clients.



9. Utilising Online Reviews and Testimonials
Online reviews are like personal recommendations in the digital world. Urge your satisfied high end clients to leave reviews on your website or social media pages. Prominently display these testimonials to build trust with potential clients. Seeing others praise your work makes them more likely to consider your services for their own luxury home projects.

Top Tip: Respond to reviews, both positive and negative, to show that you value client feedback and are committed to excellence.



10. Pay-Per-Click (PPC) Campaigns
PPC campaigns are similar to placing billboards in the virtual realm where your potential clients frequent. They target keywords related to high-value home improvement services. Craft compelling adverts that speak directly to the needs and aspirations of high end home improvement clients, leading them to your website or a specific landing page.

Top Tip: Regularly monitor and adjust your PPC campaigns for optimal performance and return on investment.



11. Virtual Consultations and Showcases
Virtual consultations are akin to open houses, but online and more convenient. They allow you to connect with potential clients without the need for them to leave their homes. Offer virtual tours of your completed projects or live Q&A sessions to discuss potential clients’ home improvement ideas.

Top Tip: Use high quality visuals and interactive elements during virtual consultations to create an engaging experience.



Conclusion
Each of these 11 methods is a tool in your digital toolkit for attracting high value home improvement clients. By employing these strategies, you can enhance your online presence, build trust, and position yourself as the premier expert for luxury home renovations.

Home Improvement Marketing Ideas That Actually Generate Quality Leads
A kitchen remodel costs $30,000 or more. A bathroom renovation runs $15,000 to $50,000. A home addition can easily exceed $100,000. Homeowners don't make these decisions lightly, and they certainly don't hire the first contractor who answers the phone.

Home improvement is a trust-intensive business. You're asking someone to let strangers into their home, tear apart their living space, and manage a project that will disrupt their daily life for weeks or months. Before they sign a contract, homeowners need to believe you're competent, reliable, and honest.

That's why effective marketing for home improvement businesses focuses on building trust as much as generating leads. The contractors who win the best projects aren't always the cheapest. They're the ones who seem most professional, most established, and most capable of delivering what they promise.

This guide covers marketing strategies that work specifically for home improvement businesses, from showcasing your work to building brand awareness to generating qualified leads.

The Home Improvement Marketing Challenge
Home Improvement Marketing Ideas That Drive Leads - Body1
Before diving into tactics, it's worth understanding what makes marketing home improvement services different from other local businesses.

Long consideration periods. Homeowners think about major renovations for months or years before they act. They notice their kitchen feels dated. They discuss whether to add a bathroom. They research options, gather ideas, and gradually move toward a decision. Your marketing needs to reach them throughout this journey, not just when they're ready to get quotes.

High stakes for the customer. A bad meal at a restaurant is a minor inconvenience. A botched renovation is a financial and emotional disaster. Homeowners are rightfully cautious about who they trust with these projects. Your marketing must address their fears and build confidence.

Word-of-mouth dominates. Referrals drive more home improvement business than any other source. People ask neighbors, friends, and family for recommendations. They trust personal endorsements more than any advertising. But word-of-mouth has limits: it only reaches people within your existing network's connections.

Visual results matter. Unlike many services where results are invisible, home improvement creates dramatic visual transformations. A dated kitchen becomes a modern showpiece. A cramped bathroom becomes a spa-like retreat. These transformations are your most powerful marketing asset.

Showcase Your Work Effectively
Your completed projects are your best salespeople. Every satisfied customer represents marketing content that builds trust with future customers.

Build a comprehensive portfolio. Document every project with professional-quality photos. Capture before, during, and after shots. Show the transformation from different angles. Include close-ups of quality details: seamless tile work, custom cabinetry, perfect paint lines.

Organize your portfolio by project type so potential customers can easily find relevant examples. Someone considering a kitchen remodel wants to see kitchens, not bathrooms. Someone planning an addition wants to see additions, not deck builds.

Create video walkthroughs. Photos are powerful, but video is even better. Walk through completed projects explaining what you did and why. Show the craftsmanship up close. Let viewers experience the space as if they were visiting in person.

Keep videos short and focused, two to three minutes maximum. Post them on your website, YouTube, and social media. Video content performs exceptionally well on social platforms and helps potential customers feel like they know you before they ever call.

Develop case studies. Go beyond simple before-and-after photos. Tell the story of each project: what the homeowner wanted, what challenges you faced, how you solved problems, and what the final result achieved.

Include specific details that build credibility. Mention the timeline, the scope of work, and any creative solutions. Quote the homeowner about their experience. These stories help potential customers imagine working with you and understand your process.

Gather video testimonials. Written reviews matter, but video testimonials are more powerful. Ask satisfied customers if they'd be willing to share their experience on camera. Most people who love your work are happy to help.

Keep testimonials authentic and conversational. Don't script them. Ask customers to share what they were looking for, why they chose you, and how the project went. Real enthusiasm from real people builds trust that polished marketing cannot match.

Optimize Your Digital Presence
Home Improvement Marketing Ideas That Drive Leads - Body2
When homeowners research contractors, they start online. Your digital presence shapes their first impression and determines whether you make their consideration list.

Make your website work harder. Your website should do more than list services. It should build trust, showcase your work, and make it easy for potential customers to take the next step.

Include a prominent portfolio with your best projects. Display reviews and testimonials throughout the site, not just on a dedicated testimonials page. Show photos of your team and explain your process. Make your contact information and service area obvious.

Optimize for mobile devices. Many homeowners will find your site while browsing on phones. If your site is difficult to navigate on mobile, you're losing potential customers.

Claim and optimize Google Business Profile. When someone searches "kitchen remodeler near me," Google Business Profile determines whether you appear in local results. This free listing is one of your most important marketing assets.

Complete every field with detailed information. Add photos of completed projects regularly. Post updates about recent work or company news. Respond to every review, positive or negative. Active, well-maintained profiles rank higher and convert better.

Establish presence on industry platforms. Houzz, Angi, and similar platforms attract homeowners actively researching home improvement projects. Complete profiles on these platforms with portfolios, reviews, and detailed service information.

These platforms can generate leads directly, but they also validate your business when homeowners research you. A contractor with strong Houzz presence seems more established than one with no industry platform profiles.

Maintain active social media. Facebook and Instagram work well for home improvement businesses because the visual content is inherently engaging. Share before-and-after photos, project progress shots, and behind-the-scenes glimpses of your team at work.

Post consistently rather than sporadically. A few posts per week keeps your business visible without overwhelming followers. Engage with comments and messages promptly. Social media builds familiarity over time, keeping you top of mind when followers eventually need your services.

Lead Generation Tactics That Work
While brand building creates long-term demand, you also need tactics that generate leads today. Here's what works for home improvement businesses.

Google Ads for high-intent searches. When someone searches "kitchen remodeler near me" or "bathroom renovation contractor," they're actively looking for help. Google Ads puts you at the top of these search results.

Focus on specific, high-intent keywords rather than broad terms. "Kitchen remodel contractor [city]" converts better than generic "home improvement." Set geographic targeting to your actual service area. Track which keywords generate quality leads, not just clicks.

Expect to pay $10-50 per click for competitive home improvement keywords. The math works because project values are high: if one in twenty clicks becomes a $40,000 project, that customer acquisition cost is acceptable.

Retargeting keeps you visible. Most website visitors leave without contacting you. Retargeting ads follow these visitors around the internet, showing your ads on other sites they visit. This keeps your business top of mind during their consideration process.

Retargeting is particularly effective for home improvement because decision timelines are long. Someone who visited your site in January might be ready to get quotes in April. Retargeting ensures they remember you.

Content marketing builds authority. Create helpful content that answers questions homeowners have during their research process. Blog posts about "What to expect during a kitchen remodel" or "How long does a bathroom renovation take" attract organic search traffic and position you as an expert.

Content marketing takes time to generate results but compounds over time. A helpful blog post can generate leads for years. And content establishes credibility: contractors who educate seem more trustworthy than those who only sell.

Social media advertising extends reach. Facebook and Instagram ads let you target homeowners by location, demographics, interests, and behaviors. You can reach people interested in home improvement, interior design, or related topics.

Visual ads work best. Show stunning transformations that stop the scroll. Lead with the emotional benefit: the beautiful kitchen, the relaxing bathroom, the extra living space. Include a clear call to action.

Build Your Brand for Long-Term Success
Home Improvement Marketing Ideas That Drive Leads - Body3
Lead generation captures existing demand. Brand building creates new demand by making homeowners think of you when they're ready to act.

Invest in local awareness advertising. When a homeowner decides to remodel their kitchen, they'll call the contractor they've heard of. If they haven't heard of anyone, they'll search online and pick from strangers. Local awareness advertising ensures you're the familiar name they remember.

Streaming TV advertising puts your business on premium networks like NBC, Hulu, and ESPN. Geographic targeting reaches homeowners in your service area. The trust and credibility that comes with TV presence positions you as an established professional rather than an unknown contractor.

TV advertising works particularly well for home improvement and contractor businesses because visual transformations translate powerfully to video. Show a dated kitchen becoming modern. Show cramped spaces opening up. These transformations capture attention and demonstrate your capabilities.

Get involved in your community. Sponsor local events, sports teams, and charitable causes. Participate in home shows and community expos. Join the chamber of commerce and local business groups.

Community involvement builds relationships and visibility that advertising alone cannot create. When someone needs a contractor, they often ask around. Being known in the community means more people recommend you.

Develop strategic partnerships. Build relationships with complementary businesses: real estate agents, interior designers, architects, and other contractors who don't compete directly. These partners can refer clients who need your services.

Real estate agents are particularly valuable partners. They work with buyers who may want renovations and sellers who may need updates before listing. A strong relationship with active agents can generate steady referrals.

Consistency builds recognition. Use consistent branding across all touchpoints: trucks, uniforms, signage, website, social media, and advertising. Repetition builds recognition. When homeowners see your brand repeatedly, they remember you when they need your services.

Professional presentation at every touchpoint signals quality. Clean trucks, uniformed crews, and polished marketing materials communicate that you take your business seriously.

Maximize Referrals and Reputation
Word-of-mouth remains the most powerful marketing for home improvement businesses. Create systems to generate more referrals and protect your reputation.

Create a formal referral program. Don't leave referrals to chance. Establish a program that rewards customers for recommending you. Offer discounts on future work, gift cards, or other incentives.

Ask for referrals explicitly. After completing a project successfully, tell customers you appreciate referrals and explain your program. Most satisfied customers are happy to help if you simply ask.

Generate reviews systematically. Online reviews influence both search rankings and customer decisions. Create a system for requesting reviews from every satisfied customer.

The best time to ask is right after project completion when satisfaction is highest. Send a follow-up email with direct links to Google, Houzz, and other platforms. Make leaving a review as easy as possible.

Respond to every review, positive and negative. Thank positive reviewers personally. Address negative reviews professionally, acknowledging concerns and explaining how you'll improve. How you handle criticism matters as much as the criticism itself.

Build relationships with trade partners. Electricians, plumbers, and other specialists you work with can refer customers who need your services. Treat trade partners well and they'll think of you when clients need a general contractor or remodeler.

Reciprocate by referring your customers to trusted partners. These mutual referral relationships benefit everyone and generate warm leads from trusted sources.

Turn completed projects into marketing. Every finished project is a potential case study, testimonial, and referral source. Document thoroughly, request reviews, and ask for referrals. Maximize the marketing value of work you're already doing.

With homeowner permission, use project photos and videos across all your marketing channels. One beautiful transformation can appear in your portfolio, social media, advertising, and sales presentations.

Measuring What Works
Track your marketing efforts to understand what generates leads and what doesn't. Focus resources on what works and cut what doesn't.

Ask every lead how they found you. Train everyone who answers phones to ask this question and record the answer consistently. Over time, you'll understand which marketing channels actually generate business.

Track lead quality, not just quantity. Some marketing generates many leads that rarely convert. Other marketing generates fewer leads that frequently become projects. Focus on what brings quality leads who match your target customer profile.

Calculate customer acquisition cost by channel. Divide marketing spend by customers acquired to understand the true cost of each channel. Compare this to project values to determine which investments make financial sense.

Review and adjust quarterly. Marketing effectiveness changes over time. Channels that worked last year may be less effective now. Review your tracking data regularly and be willing to shift resources based on results.

Common Questions Answered
What's the most effective marketing for home improvement businesses? Referrals remain the most effective lead source, but you can't scale referrals alone. The most successful contractors combine strong referral systems with brand building through TV advertising and digital marketing. TV advertising is particularly effective because it builds the trust and familiarity that makes referrals and other leads convert at higher rates.

How much should home improvement contractors spend on marketing? A common guideline is 5-10% of revenue for established contractors and higher for newer businesses or those actively growing. More important than the percentage is tracking results: invest more in channels that generate profitable leads and cut spending on those that don't.

How do contractors compete with larger companies? Focus on what large companies can't offer: personal attention, owner involvement, and deep community relationships. TV advertising can actually level the playing field by giving your business the same professional presence as larger competitors. When you're on the same networks as national brands, customers perceive you as equally established.

How long does marketing take to show results? Different tactics work on different timelines. Google Ads can generate leads immediately. Social media and content marketing take months to build momentum. Brand building through TV advertising typically shows meaningful results after 2-3 months of consistent presence. The most effective marketing combines quick wins with long-term brand building.

Should contractors hire marketing agencies? Consider your time, expertise, and budget. Simple tactics like Google Business Profile optimization and review generation are manageable in-house. Complex efforts like Google Ads management often benefit from professional help. TV advertising through platforms like Adwave requires no agency because AI creates your ad and the platform handles targeting and placement.

The Bottom Line
Home improvement marketing is about building trust as much as generating leads. Homeowners hire contractors they believe will deliver quality work, communicate clearly, and stand behind their promises. Every marketing touchpoint should reinforce these qualities.

Start with the fundamentals: a professional website, optimized Google Business Profile, and systems for capturing reviews and referrals. Build your portfolio with documented projects that showcase your best work.

Then invest in brand building that creates demand over time. Streaming TV advertising puts your business on premium networks where homeowners see you as an established professional. Combined with digital marketing and strong referral systems, you'll generate more leads and convert them at higher rates.

The contractors who win the best projects are the ones homeowners have heard of and trust. Make sure you're that contractor.

Customer Acquisition: 2025 Strategies for Home Improvement Marketers
Customer acquisition has never been more competitive—especially when it comes to home improvement.
With rising consumer expectations, evolving digital habits, and tightening marketing budgets, it’s no surprise that 88% of home improvement marketers say acquiring new customers has become more difficult.

So, how are the most successful marketers staying ahead of the curve?

PGM partnered with Ascend2 to field The State of Customer Acquisition Research Report to investigate the strategies, tools, and data trends that are reshaping customer acquisition for home improvement companies in 2025.

the state of customer acquisition report
Key Findings at a Glance
In this article, we explore the key research findings and reveal the data and marketing strategies that are helping home improvement marketers drive marketing success and acquire new customers in 2025.

Top Takeaways
Data quality matters: The top-performing companies are 4x more likely to refresh their customer data weekly.
First-party and intent data are priorities: There’s a current shift from buying leads to building smarter, data-driven acquisition strategies.
Property data is a hidden advantage: 90% of marketers agree that detailed property data improves the effectiveness of your company’s targeting efforts.
A robust mix of channels is key: Social media and email are the top acquisition channels, but SEO, paid ads, and direct mail still play very important roles.
Download the Report
Top Strategies Home Improvement Marketers Use for Customer Acquisition in 2025
In 2025, customer acquisition strategies have been developing around the latest trends.

It’s all about data and a demand for hyper-personalization. To be successful, marketers need to stay ahead of the curve by proactively anticipating customers’ needs in order to deliver a truly personalized experience.

Types of Data Home Improvement Companies Rely on for Customer Acquisition
home improvement customer acquisition strategies
Let’s take a closer look at the top strategies that will define your successful campaign in the coming year:

Personalize your touchpoints by using intent signals – Leverage insights like browsing behavior and email engagement. Companies that do so report having significantly higher ROI.
Segmentation is key – From behavioral data to lifecycle stages, precise segmentation is essential to delivering intentional, personalized messages.
Go beyond the basics with Property Data – Using insights like homeownership status, renovation needs, and home condition can allow you to hyper-target your campaigns.
Optimize the timing of your campaigns and outreach – Use data to predict what your customers need, and when they need it, along with a regional demand for the products or services you provide.
Create dynamic, automated campaigns that are based on behavioral triggers and customer milestones to increase efficiency and your impact.
What Sets High-ROI Marketers Apart
High-ROI marketers understand that data is sophisticated. Using it in your marketing strategy demands both accuracy and variety.

You can differentiate your brand by going above and beyond simple demographic data, instead crafting a more in-depth view of your ideal customer. This process involves bringing together a multitude of data sets. You could look into home improvement need indicators while revealing immediate and future projects, sprinkled with behavioral and transactional insights, as well as highlighting past purchase and browsing patterns.

And it doesn’t stop there. Layering in demographic and psychographic profiles helps you better understand who your customers are, as well as why they make certain choices.

The research findings also indicate that high-performers source data from a variety of channels. Leverage data from online behavior, surveys, public records, and trusted third-party data partners. You’ll want to build an extremely in-depth customer profile to find the most actionable customers.

Home Improvement Companies’ Primary Goals When Purchasing Data
home improvement customer acquisition strategies
Top Data Challenges Home Improvement Marketers Face
The mere presence of data in your marketing strategy doesn’t automatically translate to success. While data can surely bring you invaluable insights, several obstacles can hinder its effectiveness.

home improvement customer acquisition strategies
Some common hurdles include:

Third-party data can be quite costly, straining your budgets.
Data isn’t always accurate or complete, which can lead to flawed decisions.
Integration with your current system can cause technical challenges.
Data requires careful handling and expertise that not every company has.
Winning marketers are investing in better tools, stronger integrations, and the internal resources necessary to ensure that they make the most of their data.

home improvement customer acquisition strategies
Customer Acquisition: Why Property Data Provides a Competitive Edge
Property insights can provide you with an unmatched ability to fine-tune your strategy.

When you understand the unique characteristics of a property, you’re able to significantly enhance your sales outreach with precision targeting and relevant messaging. Imagine being able to identify high-value leads and pinpoint the prospects with the most potential for conversion. You’re able to do this when your efforts are based on detailed property attributes.

Most Valuable Types of Property Data for Home Improvement Companies
Key Strategies for Home Improvement
Property data also enables you to create highly personalized marketing messages, tailoring your content to the very specific needs and interests of your customers. With data about the home, you can predict the homeowner’s service needs. You’re aware of potential maintenance or upgrade requirements, which helps you be proactive with your campaigns.

Gain exclusive property insights into homeowners looking for the products and services you offer
Request More Info
PGM asked home improvement marketing professionals how access to detailed property data would impact their ability to target potential customers. We discovered that 90% of marketers believe that property data would improve targeting.

home improvement customer acquisition strategies
Property data empowers you to expand into new markets strategically by identifying the areas with an increased number of your most ideal customers.

Ultimately, property-level insights can help you:

Improve sales outreach
Identify high-value leads
Personalize marketing messaging
Predict service needs
Expand into new markets