Need Demographic Ideas for Kitchen Renovation business

15 replies
I frequently spot flyers for a kitchen renovation business at several intersections throughout the town.

The flyer reads

"Full Kitchen Renovation
New Cabinets with Granite/ Quartz
Starting at $6500"

What demographics would you target to generate targeted leads if you were setting up facebook ads for a service like this?

I was thinking of targeting people within 5 mile radius but I would like to get more precise targeting..

Thanks
#business #demographic #facebook ads #ideas #kitchen #renovation
Avatar of Unregistered
  • Profile picture of the author Alex Cohen
    A good way to get leads is via Google Adwords (search). However, the cost is so high, if you don't know what you're doing, you'll lose your shirt.

    Signing up with Home Advisor as a participating contractor is a good way to get leads.

    A series of postcard saturation mailings to high-income homeowners is another lead generation method to consider.

    You asked about Facebook. If you can find some Facebook Pages that focus on home improvements (or better yet, kitchen remodeling), you could run ads with those pages and location as your targets.

    Alex
    {{ DiscussionBoard.errors[11291617].message }}
  • Profile picture of the author ewenmack
    There are 3 lists that have the highest probability of getting a high return on ad spends...

    1 Those homeowners living in a detached home that have recently moved.

    "They spend 10 times as much in the first 6 months
    in their new home than the established residents".

    2 Those that have in the past 30 days had a home equity loan approved.

    "They spend 50% of their loan in the first 6 months."

    No point in hitting those that don't have the money for the work verified.

    3 Those that have left their contact details on a website and approved
    the follow-up email to get more information on home improvements.

    All these 3 lists can be bought.

    Btw., I have the ad that turned a home renovator's $86 investment in an ad into
    $17,800.

    Then a builder's dad used it investing even less, got 2 jobs valued at $150,000 each.
    {{ DiscussionBoard.errors[11291696].message }}
    • Profile picture of the author JeffDC89
      Originally Posted by ewenmack View Post

      There are 3 lists that have the highest probability of getting a high return on ad spends...

      1 Those homeowners living in a detached home that have recently moved.

      "They spend 10 times as much in the first 6 months
      in their new home than the established residents".

      2 Those that have in the past 30 days had a home equity loan approved.

      "They spend 50% of their loan in the first 6 months."

      No point in hitting those that don't have the money for the work verified.

      3 Those that have left their contact details on a website and approved
      the follow-up email to get more information on home improvements.

      All these 3 lists can be bought.

      Btw., I have the ad that turned a home renovator's $86 investment in an ad into
      $17,800.

      Then a builder's dad used it investing even less, got 2 jobs valued at $150,000 each.
      You guys are marketing geniuses, when you say these lists can be bought are you referring to how real estate investors purchase list to mail out yellow letters. I studied real estate wholesaling for a little while. I seen some Bulk Mail
      Advertising Company sites on adwords just recently...

      I didnt even know about those kinds of list being for sale especially number 3. It kind of seems like I would go after those cpa affiliate marketing lead gen pages and contact the vendors or something.....

      I know about solo ads too just for IM and Weight loss niches though. Is there a marketplace for these industries like how we have it in the IM space?

      But my problem is Im working with a reseller agency they provide facebook ads (not the sale funnel though) along with content marketing/ social engagement for client's fb business page. They also provide adwords ppc

      I know i can get the sales funnel created with the client's creativite input from fiverr and upwork. And also ad research

      Just was wondering how can direct mail address leads be used for facebook ads?

      Where do you buy these lists you are referring to?

      Do you think my prospect may already know about these lists? He may just be winging it though which is why he posted flyers at intersections.... I know more about fb thats the reason he would want to hire me in the first place. One eyed man in the land of the blind.

      I just started studying fb agency for the past month in a half (mostly leaning towards the get clients, outsource everything route )
      {{ DiscussionBoard.errors[11292708].message }}
      • Profile picture of the author ewenmack
        Originally Posted by JeffDC89 View Post


        Just was wondering how can direct mail address leads be used for facebook ads?

        Where do you buy these lists you are referring to?

        Do you think my prospect may already know about these lists?
        You upload the contact details that come with a csv file into Facebook and the Google Display network.

        I have them for sale.

        No.
        {{ DiscussionBoard.errors[11292765].message }}
  • I would look at recent homeowners, probably adults in their 30s.

    You can also try targeting contractors, realtors. People who flip houses for a living would be more likely to buy cabinets and granite countertops more often.
    {{ DiscussionBoard.errors[11291707].message }}
  • Profile picture of the author animal44
    I would take a step back.

    Originally Posted by JeffDC89 View Post

    "Full Kitchen Renovation
    New Cabinets with Granite/ Quartz
    Starting at $6500"
    How does this make your client stand out from the gazillion other kitchen renovation companies...?

    Who are their ideal clients? What are they looking for when they buy a new kitchen...?
    Signature

    People say nothing is impossible, but I do nothing every day.
    What I do for a living

    {{ DiscussionBoard.errors[11291717].message }}
    • Profile picture of the author JeffDC89
      Originally Posted by animal44 View Post

      I would take a step back.



      How does this make your client stand out from the gazillion other kitchen renovation companies...?

      Who are their ideal clients? What are they looking for when they buy a new kitchen...?
      I think these types of questions would also go into the sales funnel creation maybe get a fb ad connecting to 3 question survey before sending them to my client......

      Then I can track all this with the CRM

      Thanks
      {{ DiscussionBoard.errors[11292712].message }}
  • Profile picture of the author JohnMcCabe
    Obviously, start with home ownership. It's damn near impossible to sell expensive renovations to renters. Many years ago, one outfit spent months trying to sell me aluminum siding, until they finally figured out I rented an apartment in a brick building.

    Rental property owners/managers with homes in better neighborhoods might go for a facelift in order to increase both rents and property values.

    Fans of TV channels like HGTV or DIY, or any of the house flipper shows.

    Search out the pages of companies that sell higher end cabinets, fixtures, counters, etc and advertise to people who like the pages.

    You might also look into Pinterest, focusing on people with boards clipping remodel ideas, etc.

    Between this and what others have posted, this should keep you busy for awhile...
    {{ DiscussionBoard.errors[11292133].message }}
  • Profile picture of the author savidge4
    Originally Posted by JeffDC89 View Post

    I frequently spot flyers for a kitchen renovation business at several intersections throughout the town.

    The flyer reads

    "Full Kitchen Renovation
    New Cabinets with Granite/ Quartz
    Starting at $6500"

    What demographics would you target to generate targeted leads if you were setting up facebook ads for a service like this?

    I was thinking of targeting people within 5 mile radius but I would like to get more precise targeting..

    Thanks
    IF... you were to actually be following what demographics would tell you to target... it wouldnt be kitchens. http://www.remodeling.hw.net/busines...age-in-place_o You would be remodeling bathrooms. That aside...

    http://www.remodeling.hw.net/busines...-of-multigen_s This might be an interesting place to start.... When you look at the chart towards the bottom - precentage of 18 to 34 year olds living with mom and dad.. it paints an interesting picture.

    In either case... well almost... the target is the Boomer parents. I personally.. would suggest FaceBook for that. Females 50 to 65 to be more precise. The cavat for that would be to target the lower end 25 to 34 yr olds that live with thier parents... as a way to say thank you. "Nothing says thank you like a newly renovated kitchen".

    When reading the first article.. you understand a lot of this is being done with the idea of growing old and all of the issues and safety concerns that are at play. The same is true with the kitchen. Double stacked ovens.. not such a good idea. Microwaves above the stove not such a good idea.

    Redesigning your kitchen for a more efficient and safer lay out. Modernizing with the small things.. like USB plugs for all of your gadgets.

    Kitchen redesign is NOT about new cabinets and countertops... thats just a by product of the process... Safety, Efficiency, and productivity would be the focus that will probably garnish the best results.

    I think Ewen has a post with a card that displays "Does your Kitchen pass the Guest test" I think another angle might be "How many cooks can fit in your kitchen?" - " Design and layout with family time in mind incorporating Safety, Efficiency, and Productivity is our goal"
    Signature
    Success is an ACT not an idea
    {{ DiscussionBoard.errors[11292348].message }}
    • Profile picture of the author ewenmack
      Originally Posted by savidge4 View Post


      I think Ewen has a post with a card that displays "Does your Kitchen pass the Guest test" I think another angle might be "How many cooks can fit in your kitchen?" - " Design and layout with family time in mind incorporating Safety, Efficiency, and Productivity is our goal"
      Yep, got that and it PRODUCED $300,000 worth of work late last year
      by using Adwords.

      Under $100 was used on Adwords from that one campaign in Florida.

      That postcard was used in Auckland then went to digital media in the Florida market.

      The audience available and I repeat, the highest profitable ones are ONLY finance approved and have double opted-in to enquire about kitchens.

      That audience list is available.

      The highest marketing return is combining direct mail and banner ads
      ONLY to the list, I described.

      Direct mail's trust factor has been increasing
      every time survey responders were asked over a 10 year period.

      Combine with the advertisers brand seen on banners across the Internet, it creates even more trust and recognition.

      In a word...

      OMNIPRESENT.

      Best,
      Ewen
      {{ DiscussionBoard.errors[11292409].message }}
  • Profile picture of the author ohio1975
    look at some of the larger kitchen design/remodeling magazines and see if they have a marketing department. they can lead you to a media guide and give you the demographics of who reads their magazines
    {{ DiscussionBoard.errors[11300891].message }}
  • Profile picture of the author ktllc
    Hello JeffDC89,
    The demographics targeting for the service you have in mind for Facebook is moms (with children), with an income greater than 75K, and that they "liked" the local school(s) in the area. They are the decision makers and kitchens are on their radar. Just make sure you narrow the audience down using AND boolean logic as in Homeowners AND $75,000 - $100,000 AND Friends of people at <kids school> AND etc... Hope this helps too.
    Signature
    Knowledge Transfer LLC
    "Stay Relevant."
    {{ DiscussionBoard.errors[11324386].message }}
  • Profile picture of the author cherrybowl
    Why not go to Home Depot or Lowes in that area, hang around the kitchen section and ask people
    why/if they are updating their kitchen and what's making them decide to do it?

    You can also target people who just moved. Kitchen and bathrooms are usually the first thing women want to update.
    {{ DiscussionBoard.errors[11326689].message }}
  • Jeff going back to what you said on your first post.

    You frequently spot Flyers.

    If they're not working they usually aren't frequent.

    So I would just do what works.


    Steve


    P.S. I know "other things" might work well and no harm is spending a "little" to find out.
    {{ DiscussionBoard.errors[11326701].message }}
  • Profile picture of the author DABK
    You could make friends with local real estate agents, have them
    give you the addresses of homes with broken/outdated kitchens in neighborhoods with high enough incomes / house prices
    better yet
    get them to recommend you to the new owner (if they represented the new owner when they bought, their recommendations, usually, carry a lot of weight).
    {{ DiscussionBoard.errors[11326737].message }}
Avatar of Unregistered

Trending Topics