Marketing Home Products

The concept of “home for life” has become an increasingly prevalent trend for the home building industry. Homeowners have redefined their idea of a “dream home” and have made it clear they’re staying put… literally. In fact, 84% of the respondents in a Hanley Wood survey said they would like to remain in their current homes through retirement. Instead of moving to a larger home, homeowners are taking matters into their own hands by redefining the quality of an existing space. This presents a unique and profitable opportunity for remodeling companies to take advantage of; the key is to recognize exactly where.

Jeff Shea, owner of The Siding Doctor, has been involved with the home building industry for the past 30 years and has noticed the upgrades in which homeowners place value.

“Homeowners today are working their way through the house with small high-end upgrades like windows and doors, and installing other items to reduce energy use,” says Shea. “They are trying to avoid debt. The available resources for homeowners to upgrade are much more limited than they were ten years ago.”

This presents a challenge for remodelers looking to give business a boost. It is important for businesses to think of their consumer’s needs and where the home is most likely to expand. In the past decade alone, the U.S. census has reported an increase of multigenerational family homes by 30 percent. As a result, families are remodeling not only to upgrade, but to increase the overall comfort level within a home. Homeowners, therefore, redefine the value of their space in places like the basement and the outdoors.

To begin with, the most commonly thought-of area for remodeling would be the basement. Most homeowners in the past saw this area as a “work-in-progress” type of space. Now basements are being turned into budget-conscious “apartment style” living spaces as a way to adapt to their new multigenerational family demands.  With the economy still in recovery, homeowners are looking for efficient remodeling that doesn’t require undertaking a major project.

“There is a growing market of do-it-yourselfers in search of practical improvements that add real value,” said Jonathan Zublena, product manager at Sauder Woodworking. “Sauder anticipates that many home improvements will include upgrading existing ceiling systems as a means to improve the overall value perception of a room or a home.”

Another option for changing the perception of a home is to transform an outdoor space into an outdoor living room. Homeowners have discovered that their backyard is more than just an area for kids; it is an area for entertaining as well. As a result, remodelers are receiving more requests from homeowners for direction on creating outdoor kitchens, entertainment areas and fire pits. Admittedly, in terms of time and resources, outdoor kitchen construction is the most demanding aspect of the outside space; however, an outdoor kitchen traditionally garners the largest return on investment. Companies like Danver offer a one-stop shop of appliances and products equipped to handle the outdoor conditions from stainless steel cabinetry to pizza ovens, outdoor heaters, insect systems, cocktail stations and more.

Most – if not all – home renovations today occur to achieve one goal: to increase the quality of living in a house as homeowners readjust for long-term occupancy. Home and building product manufacturers and remodelers alike understand this critical pivot in home trends and have thus far adapted quite effortlessly.

We’ve been talking a lot lately about the future of smart homes that give consumers the ability to control all of their home’s systems from their mobile devices. Networking all your systems together into a central control system makes a house more energy efficient because the systems communicate with one another to avoid using energy when it is unnecessary. But now there is a study out that shows these systems also makes homeowners more inclined to actually use their energy saving features.

Programmable thermostats have been around for some time, but surveys have shown that only about 10 percent of consumers use the programming features to automatically adjust temperatures during certain parts of the day. However, consumers who have a Wi-Fi enabled thermostat – allowing control of the thermostat from any PC or mobile device – used the programming features of the thermostat 85 percent of the time. EnergyHub, the maker of the Wi-Fi thermostat used in the study, attributes the high usage rates to the interface of the thermostat’s Wi-Fi access.

“We’re not changing the way the thermostat works. We’re getting it to do what it was designed to do 30 years ago,” EnergyHub CEO Seth Frader-Thompson said. “An easier interface is a huge part of it.”

By taking the same technology used today, integrating it with the devices consumers use most often, and giving it an easier-to-use interface, consumers are more inclined to take advantage of energy-saving features. Perhaps this is really what homes and people need today. They don’t need new technology… they need something to make the existing technology easier to use. If the technology were easier to use, perhaps it would be used more often, making us all more efficient.

By now I’m sure you’ve either asked or been asked one of the following questions: “Why should my business be involved in social media?”… “Is my Facebook page really generating more sales?”… and “What’s the ROI of paying someone to manage my presence on social media?” These are all very important questions, but unfortunately they are often very difficult to answer with concrete numbers, unlike the same questions about more traditional advertising methods. Until now.

Previously, these questions were usually answered with a narrative explaining how social media differs from traditional media and that included the words “fans,” “followers,” “comments,” “likes,” “retweets,” and “engagement.” These words however, never conveyed concrete figures that could be turned into ROI. And, inevitably, a few weeks or months later the same questions were being asked.

These conversations are now changing thanks to the new Facebook Insights. Think of it as website analytics for your Facebook page. The new Facebook Insights offers a barrage of data including how many fans you have, how many friends your fans have (the potential number of people you could reach if fans share your content), how many people are talking about your page, your page’s weekly reach, and how each of these numbers have changed from the previous week. You can also see what content was the most effective by looking at the reach, engagement, talking about, and virality numbers for each of your posts.

Digging deeper, the Likes, Reach, Talking About This, and Check-ins tabs break the data down by demographics so you know if you are reaching the right audience. These pages also let you know how you reached people (organic, viral or paid), daily breakdown of page views and unique views, the most popular tabs on your page, external referrers, and how people are accessing your page. You can break all of this information down into whatever time frame you prefer for accurate comparisons.

Taking all of this into consideration you should be able to present some pretty concrete numbers on whether or not your efforts on Facebook are reaching the right people and whether or not they are responding.

Demonstrating conversion rates with these numbers is still going to require some extra effort (like asking new customers where they heard about your company, offering deals only on Facebook and measuring the response, etc.), but it’s a good start. But you should not only be using these numbers for reporting… use them for improving as well. Take a look at what kind of content you get the best response from and do more of that. You should constantly be honing and refining your online strategy (not just on Facebook) by looking at the numbers (Insights, Analytics, or any other reports you generate).

I would suggest that you open up your Facebook page right now and click on the Insights tab. Take the guided tour and if you’re looking for more information and ways to use the data check out the Facebook Insights Guide for Page Owners.