Home improvement local businesses struggle with new customer acquisition. That’s the word from a new study, as 88% of respondents indicated it’s become more difficult. As a result, nearly half (49%) will be adjusting their advertising strategies.

The report also presents more insights that pinpoint the exact challenges. By understanding this data, you can be the help they need to win new customers.

Targeting Needs Improvement

The study revealed that 90% of these companies struggle with targeting. They rely on a lot of data to capture the right audiences, including geographic, demographic, behavioral and interest data.

With programmatic advertising, it’s possible to target specific attributes, such as homeowners, home improvement interests and ZIP codes. The quality and accuracy of this information create pain points. Businesses also worry about costs. Much of that depends on the capabilities of the DSP (demand-side platform) in use.

Targeting Consumers Outside of Programmatic

Companies also use social media advertising and SEM (search engine marketing). In the case of social media, the criteria to build an audience may not be as complete as programmatic, and there may be more restrictions.

With SEM, it’s really about selecting the best keywords to include and exclude. Search intent is crucial in determining whether someone is researching or ready to make a purchase. To generate interest and convert it, they’d need parallel campaigns. These buying decisions can take months, as it’s often a large investment. Consumers may weave in and out of the sales funnel before contacting the business.

What Tactics Do Home Improvement Local Businesses Use the Most?

The report also provided a ranking of tactics they use most often in new customer acquisition. The top digital ad types were:

  • Social media
  • Email marketing
  • Paid ads (SEM, display)
  • CTV

More Insights on Home Improvement Consumers

A home buyer and seller report disclosed many shifts in home improvement purchase trends. Understanding these evolving personas will be crucial to improved targeting and using the right channels.

Here are a few worth considering:

  • First-time buyers now make up 61% of the market. They have different priorities than repeat buyers and will be more price-sensitive.
  • Buyers invest in upgrades, whereas sellers want renovations that have a high impact.
  • The top priorities for improvements are kitchens, bathrooms and outdoor spaces.
  • Homeowners tend to hire professionals for major upgrades, foregoing DIY.
  • Homes are becoming smaller in square footage, but the lots are larger.

These consumer preferences can be a great way to shape campaign ideas. When you share these with advertisers, they’ll appreciate your industry knowledge.

Understanding Challenges, Audience Changes and Channel Preferences: Building a Media Plan

All this useful data can get you in a position to be the help that local home improvement businesses need. They may not be aware of some of the audience shifts, which could be the root cause of ineffective targeting.

By building a media plan with multiple tactics, advanced targeting and offering ideas on campaigns, you can win more deals.

Also, don’t forget about radio! Check out this post on how radio ads boost engagement and sales for home improvement.