For more than 100 years, consumers found home service professionals, such as plumbers, HVAC technicians, arborists, housekeepers, and more through the phone book. But then online listings like YP, Angie’s List, and Yelp transformed how customers find and interact with contractors. The latest disruption in the category occurred when Amazon Home Services entered the market: today, its 2.4 million providers offer more than 700 types of services, paid through a customer’s Amazon account and available for scheduling at the click of a mouse. Over the next four years, market research analysts forecast that the global online on-demand home services market will grow at a compound annual growth rate of near 49%.
How are local brick-and-mortar home services professionals supposed to compete with this Goliath in the home services market valued between $400 and $800 billion? By building trust with prospective customers, optimizing marketing spend to get more customers calling, and learning from every phone call.
Why Calls Matter for Home Services Marketing
Even in the digital age, phone calls remain the best way for home services professionals to earn a customer’s business. In fact, 70% of customers prefer to call to book home services—for several reasons. First, although customers are likely to begin their research online, they want to establish a higher level of trust before inviting a service professional into their private home. This is especially true when the cost of the service or repair is high or the repair is complex. Calling is also the preferred option during an emergency that requires a quick response.
How can you make the most of those conversations? Home services marketers would be wise to study the calls that their digital campaigns generate to gain insights and improve their tactics. Unfortunately, it’s been hard to measure the reason people call or to optimize the impact of those calls—until now, that is, with the rise of call tracking and call analytics.
Two Steps to Start Improving Marketing Strategies for Home Services
As competition continues to intensify, every inbound call matters, especially those calls that lead to customers. Here’s how to get started using the latest in call attribution technology to learn from—and improve on—each call.
Step 1: Gather the critical data from inbound calls.
Call analytics solutions (also known as call tracking and call attribution solutions) can give you actionable marketing insights you can use to generate more customers from your media spend. For instance, they can tell you the channels, ads, and search keywords that are driving the most customers to pick up the phone and call you. Call analytics lets you follow every customer’s path through your company’s website, whether by desktop or mobile, so you’ll know what pages they viewed and what compelled them to dial your number. You can also capture caller data, such as phone number, location, day and time of the call, device, browser, and status as a first-time or repeat caller that you can use to improve ad targeting.
With this data, you can prime your marketing efforts to drive more calls, appointments, and sales. You can also gather evidence that shows your efforts are leading to stronger sales results, justifying your marketing spend and encouraging the business to devote more resources to the most successful channels and campaigns.
Step 2: Combine call data with insights from customer conversations.
Don’t you wish you could listen to every call that your marketing sends to a local branch or sales agent? Just imagine the insights you could gather around what marketing sources drive the best calls and how well each branch or agent is converting the calls you spend your marketing dollars to generate.
Fortunately, with some call analytics solutions, you can. More advanced solutions include conversation analytics technology that records and transcribes every phone conversation, allowing marketers to drill into those exchanges for additional detail. For example, you can search call transcripts for specific keywords spoken during calls or view every conversation from specific marketing campaigns. This lets you determine whether calls converted to appointments, what keywords you are targeting that customers really say, if sales agents are mentioning new promotions or following approved scripts, and much more.
Better yet, image using AI technology to do the analytics work for you, so you don’t have to listen to a single recording? Yes, that’s possible too, and many home services businesses are doing it. These insights from conversations can be instrumental in enabling you to improve your marketing and sales performance to convert more callers to customers.
Ready to get the competitive edge that only call analytics can provide?
If you want to optimize your home services marketing campaigns to generate more customers and revenue, adding call data to your reporting is key. It allows marketers to truly understand which offline or digital campaigns, ads, and keywords are resonating most with their customers.
A major home services brand has used call analytics to increase call conversions by 90%, decrease unprofitable conversions by 23%, and increase paid search profitability by 12%. To learn how this business and yours can activate call analytics data to improve their marketing spend, register for our webinar, 5 Ways to Optimize Paid Search for Your Most Profitable Conversions.
Discover how marketers from 25 industries, including home services, use call tracking to generate better converting calls, personalize caller experiences, and drive growth.Get the Guide