Using the Wow Factor to Build Your Home Services Business
“I know a guy.”
Are you “the guy” everyone says they know when their friends and family mention needing a home service? Homeowners tend to sing the praises of a single provider when they are given not just great service, but memorable service.
The difference is simpler than you might think, and delighted customers increase the value of your business in more ways than one. Here are three good reasons why you should focus on wowing your client base in 2018.
Customer Retention Matters
A job well-done makes for a satisfied customer; however, adding the “wow factor” creates unforgettable experiences and brings about loyal repeat customers. Like many home service companies, you may feel you’re on a constant quest to draw in new business. But the truth is, new customers are limited in a specific geographic area, and the cost of gaining one new customer is exponentially higher than retaining a current one. When you go above and beyond to stand out before, during, and after the service, you nearly guarantee repeat business, as well as referrals.
Perhaps it’s a small gift — something like gourmet cookies with a customized thank-you card. Or maybe it’s as simple as reaching out for feedback, rather than waiting on your customer to contact you if there was a problem. Unfortunately, only 1 out of 26 unhappy customers give you a second chance. The rest just go with a different provider when their next need arises.
There are many companies in your area that provide a similar service, and your opportunity to stand out is limited. Focusing on retaining your customers when the time is right can make all the difference.
Word-of-Mouth Marketing Works
Extra effort to make customers feel like their needs and happiness are your top priority will turn a one-time customer into not just a repeat customer, but a lead-generating machine. You know that delighted customers are great advertisers, and unhappy customers are highly likely to share their experience (which can be detrimental on social media). But what you may not realize is the customer who simply had his or her needs met is unlikely to do anything at all. Sure, they appreciate that you delivered a service, but may not remember you next time they have a need, and are highly unlikely to rave about an average experience to friends and family.
So how can you make word-of-mouth marketing work for you? It starts with exceeding the customer’s expectations — doing fantastic work then following up with appreciation for their business. Staying in touch after the sale is important, too. You want to be building relationships with your current customers, checking in to see how things are going, and reminding them that you’re here to meet their needs.
These efforts make customers feel valued. When people develop an emotional connection to your brand, they talk about it!
Reviews Are Powerful
People talk. After all, how many times in your life have you heard that aforementioned phrase, “I know a guy!” However, the game has changed for home services companies. You not only have a reputation to manage in the physical community, your online reputation may have an even greater effect on your profits. There’s a lot riding on online reviews, so if you have negative reviews, or little to no reviews, it’s time to focus your energy in this arena.
First, you want to find out where your customers are searching. The most common sites are Google, Facebook, and BBB. Make sure you’re doing all you can to present a positive image on these sites (updated info, branded imagery, etc.). If you already have some reviews, respond to them! If not, start making it easy for your customers to rave about you. Surveys are key; they help you direct customers to social platforms and allow you to gather testimonials to share on your website.
Nearly 100 percent of consumers read online reviews for local businesses. This is one of the simplest ways to create enthusiasm for your brand.
Start Wowing Your Customers
At To Your Success, we want you to be more than just a great service company. We want you to become “the guy” for homeowners across your area. Download our free e-book, Building the Ultimate Customer Loyalty and Retention Program, to learn more about how we can help.