Can Your Franchise Marketing Strategy Take the Heat?
Can Your Franchise Marketing Strategy Take the Heat?
2021 is shaping up to be a fast and furious year for home services franchises. With the economic recovery after 2020’s pandemic year barreling full speed ahead, there is no time like the present to reevaluate your marketing strategy to make sure you’re reaching potential customers itching for home updates and maintenance this summer.
Lessons from Lockdown
The hot Summer 2021 market has been greatly influenced by a wave of desire for home services in 2020. Home improvement took on a life of its own with the 2020 lockdowns – with people stuck at home, many put their pent-up energies into DIY home improvement projects. In fact, a study from FRANdata states that a survey of more than 600 homeowners conducted in June 2020 revealed that 57% of homeowners had undergone a home improvement project between March and May, spending an average of $1,750.
Now that the economy and the world is starting to open back up, there is no sign of slowing on the amount of home improvements consumers want to make. Homeowners are primed and ready to spend in the newly opened economy, so make sure you are marketing your services effectively so they will reach out for help with a new project (or fixing a project they tried to do themselves while in quarantine.)
Good News for Home Services
The Commercial & Residential services sector has enjoyed the most growth of any franchise sector during the pandemic and into 2021. FRANdata estimates that residential and commercial services franchise establishments are expected to grow by another 3.4% in 2021, adding an estimated 48,000 jobs. The sector’s output is expected to grow to $53.3 billion in 2021, outpacing growth in 2020 by 8%.
For home services franchise owners, this is extremely good news. However, rather than sitting back to enjoy the growth, now is the perfect time to kick your marketing into high gear. Resist the urge to fall into auto-pilot patterns this summer and instead ask yourself a few questions about your marketing materials:
- When was the last time you reviewed your marketing materials such as business cards, postcards, door hangers, and promotional materials?
- Is all the information on these items up to date, including your logo and brand requirements?
- Are you following all your parent company’s marketing guidelines?
- Are you taking advantage of what your marketing platform has to offer?
How Xpressdocs Can Help
If you need to refresh your marketing strategy, you can depend on Xpressdocs. We have over 20 years of experience working with franchises and an exclusive partnership with FranConnect. This allows our clients to have direct access to our fulfillment center to assist with production, inventory management, and distribution of branded materials along with an automated direct mail option to support lead nurturing within the FranConnect platform. We have the capabilities in brand management, automated marketing, local marketing support, and print marketing to help your franchise network self-serve while protecting your brand, and we are a leader in direct marketing solutions with the fastest print order turn-times in the industry.