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3 ways to use the targeted social platform to boost your painting business
Launched in 2009, Houzz.com is creating big buzz in the housing and remodeling industry.
Bloomberg Businessweek called it "an online antidote to the housing bust." CNN called it "the Wikipedia of interior and exterior design sites." According to its own statistics, Houzz has more than 20 million monthly users. Ninety percent of these are homeowners. In addition, more than 450,000 builders, remodelers, designers and painting contractors have signed up for professional accounts.
Here are some ways you can use the platform to promote your painting business.
1. Showcase your projects
Houzz was originally developed as a way for homeowners and construction and design pros to connect and share ideas. One of the ways painting contractors are using the platform is to show their projects to potential customers.
"Houzz is a great website for people looking to renovate their homes and get inspired," says Kevin Nolan of Nolan Painting in Philadelphia. "We wanted to be part of the inspiration and offer beautiful photos of the work we do in the hopes of getting new business."
Once you create your pro account, Nolan advises painters to "populate your portfolio with lots of high quality pictures showcasing your work." He also recommends contributing articles and participating in forums. Visit houzz.com/pro/nolanpaintinginc to see how his company is using Houzz.
The Houzz Editorial Submissions page has article submission info.
Houzz is first and foremost a visual medium, so the more project pictures you share, the better the chance that others will find you. Using good keywords with your photos also improves the chances your company turns up in searches. (As one example, "white kitchen" is one of the web's most searched phrases, according to online marketing consultant Laura Wallis.) And while posting your work on Houzz won't replace your existing marketing methods, it can help generate highly qualified customer leads.
"I think it's a great source," says Jonathan Rubenstein, owner of PaintJAR , Inc. in Highland Park, Illinois. "I do get calls from our Houzz page. Not tons, but when I do, they are solid as they have really viewed our work."
You can see how Rubenstein is utilizing the platform at houzz.com/pro/paintjar.
2. Generate positive feedback
Another way painters can use Houzz is to encourage customers to leave reviews on their profile.
"Reviews will remain visible to the community €“ positive or negative €“ and they really help establish trust," advised Adrienne Erin in a recent post at bloggingpainters.com. "If you can get more than two or three positive reviews on your Houzz profile, you'll have a great reputation to show for it."
Painting contractors agree.
"We just started using Houzz, and right away started to receive compliments on our work photos," says Leonor Enguita, who with her husband Steve owns and operates The Final Detail, Inc. in Fort Myers, Florida.
As in any social media channel, taking a proactive approach will help you make the most of your online experience.
"I think it's best to follow up with a thank you email as soon as you finish a job," Enguita says. "You can use that opportunity to invite your customer to give you a review on Houzz."
Time is of the essence, though.
"If you wait too long after a job is completed, I think it's harder to get people to respond," she says.
You can see how the Enguitas are putting Houzz to work at houzz.com/pro/finaldetail.
3. Use it as a learning tool
Houzz is also useful as an educational tool. It's a great place to track what's trending in the world of paint and remodeling.
"Think of it as the Pinterest of the remodeling world," Erin says. "Follow as many of your peers as you can and observe them closely. Not only will this keep you up to date on the latest trends, it will also keep you in the loop as to what your rivals are doing. You may even find a bit of inspiration from them."
Enguita agrees. "I think it's a great tool for networking as well," she says. "You can follow other businesses and ‘like' their photos, which will bring more traffic to your profile."
You can also follow discussions and ask questions of experts at top industry suppliers. For one example, check out the Sherwin-Williams Houzz profile at houzz.com/pro/sherwinwilliams
Bottom line: Look before you leap
As with any social media site, it's always a good idea to weigh your marketing needs and internal resources before taking the plunge.
"Any contractor interested in using social media for their business needs to ask themselves: What are my objectives and goals? Will the users in this channel find what I'm offering relevant?" says Shelley Gesler, social media manager at Sherwin-Williams. "If you're creating a presence in social media to build your business, the goal should be to drive traffic to your website."
Though Houzz hasn't generated many leads for his company yet, Nolan still felt it was important to establish a presence on the platform.
"It's honestly a beautiful website," he says. "When I talk to my customers, many have said they have visited the site. Despite it being a relatively new concept, we are excited to be a part of it all."