How to use Houzz for marketing?
I have explained in my last article about what people look for when they visit Houzz and what start of buying cycle they are in you can read it here Houzz pro plus review
Houzz should be mainly used as awareness generation platform. You might not get users from Houzz to paying you immediately because as explained in my article here most Houzz users are mostly in ideation and discovery phase.
These users can be your future clients only if you engage with them today.
As an architect or a designer, you should use Houzz to showcase beautiful and outstanding designs you have created
But not every designer or architect understands how to make use of this website. Here is a look at the top ten ways of how to use Houzz for marketing.
1. Inspire with or collaborate on Ideabooks
The fact that you can create ideabooks with Houzz makes it an ideal marketing tool for your works. Here you can collect inspiration and show all your style to potential clients or better still collaborate on a project virtually with your client. You can make the ideabooks either public or private. A good example is if you are in the market for a kitchen remodel and you prefer white cabinets and other natural surfaces, you can browse through close to 600,000 pictures and then add them to your ideabook as “amazing kitchen”. You can also add a comment to it and say exactly what you loved about it. Send it or share it with someone else.
On the other hand, be sure to use the appropriate keyword. It is important that your audience sees your profile when they search for terms that matter to them by including the keyword in your business description and your projects. For instance, a New York buyer in the market for a custom builder may want to see examples of exteriors on Houzz designed by New York-area home builders.
To find these examples, they might search “New York exteriors.” If you’re a New York builder, you would want to appear in this search. So builders should add relevant geographic terms in addition to terms that describe the nature of the project or photo. For example, instead of titling your project “Kitchen Remodel”, consider calling it “New York Kitchen Remodel.”
2. Give Advice
Since most of the users on Houzz are in the ideation phase your main aim should to enagage them today so that they can hire you in future. Giving advice is the best way to showcase your expertise and get them engaged. Hence this is the most important method of marketing on Houzz.
If you are looking for the easiest way on how to use Houzz for marketing then you need to give your word out there. There is nothing as effective as getting the word out there through comments on discussions. This means that you have to be social and share some valuable piece of information that will be helpful to your potential clients. This doesn’t mean that you have to give away your trade secrets. You should only help others in order to establish yourself as an authority and also show your expertise. It is much easier for people to believe in you and check out your profile so that they can connect with you.
As you give advice, remember to tell your customers to give reviews too. The best sales leads have always come from word-of-mouth referrals. Online reviews are often almost as valuable as a friend recommending your company to another friend. Today’s consumers conduct a lot of research before making purchases. Online reviews are one resource that people consider when making a huge purchase like a home.
Houzz reviews are no different, the more you receive, the higher you are likely to rank in the Houzz directory for your geographic area. So, encourage your clients to submit reviews. Houzz makes it really easy with their “Get Reviews” feature.
3. Join the conversation in the forum
Joining a conversation in the forum has also proven to be the very best way for a construction professional to market himself and generate leads and interest on this powerful website. Be active as you participate in the forums. Homeowners visiting Houzz normally do so just to seek professional opinions in the forums.
If you are a designer or a construction professional then it’s important that you offer expert opinions by giving clear answers to questions asked in the forums. This is the only platform to prove that you know your business. Readers always become future clients.
In the forums, ensure to add links of your projects to posts. You can include an external link to provide more information on that project. So, try creating a blog post on your site that expands on each Houzz project.
You can then add the link to that blog post in the actual Houzz project. The strategy will help boost traffic to your website, provide additional blog content, and encourage people to learn more information about your company beyond what’s in your Houzz profile. It could also lead to new blog subscribers.
4. Engage with Direct Questions
Houzz gives users the ability to post a question on any of your images or directly on your profile. This is a good thing and try to make sure that you keep an eye open. Answer them as soon as they are posted. In most cases, potential clients will ask questions on things like the paint used, where to buy that great furniture and how large the garden is.
Most designers will tend to ignore these questions since most of them don’t result in a direct sale for them. However, it is just wise that you become conversational. This will show how helpful and courteous you are and proves that you are not only interested in making sales.
5. Create a great profile
The great features And functionalities of this website allows architects, furniture designers and interior designers to create the best Pro Profile. The best way to market yourself is by adding lots of information in your profile to attract new leads. This includes a business description, links to your website, Twitter, Facebook, Google plus and your blog.
Creating a listing on Houzz’s professional local directory is free. Houzz offers Houzz Pro+ for the Houzz marketing enthusiasts, which is a subscription marketing service that allows businesses more bells And whistles than the free Pro version. Houzz Pro+ also allows businesses more exposure on the site by increased local visibility, and offers a metrics report that tracks company photo activity on the site.
There is also a way one can include a description of the types of services you provide. Make sure you include the typical cost plus the exact area you serve. If your profession requires a license number then go ahead and fill it just to give your clients some confidence in you. In addition, also add awards and certifications that you have to make your profile sound more legit.
6. Build a portfolio and show off your work
You can actually market yourself then make a fortune out of Houzz by simply building a portfolio and showing off your work, it’s the perfect place to show off all the projects you have recently sold to your clients. In Houzz terminology, a project “is a collection of your own work or product” what normally organizes projects are clients, product line or job sites.
Once you have your profile set, navigate to “Your Uploaded Photos”. Here is where you will add a photo. You can then use the best lit And HD professional photos of your previous works. Businesses that have invested time And effort to add helpful information to their profile by adding high-quality photos, keywords in photo description, information about the company, are active on the site, etc, can heed better results than those that do not. Houzz states openly that their algorithm includes the factors of recency and frequency, so staying active on the platform (i.e. becoming a Houzz marketing guru) is important. There are Houzz guidelines to upload high-quality photos that you need to adhere to if you wish to make the best of their services.
7. Answer questions asked by Pros
It is unfortunate that there are many business owners who don’t bother answering questions asked by their fans. You can take advantage of the laxity and answer those pending questions that have been waiting for a few days or more. If you find jumping in on someone else’s question rude then expand on an answer that was already given by the pro.
Responding quickly shows there is a tentative builder that cares. It also helps to ensure you connect with the user when they are still in the right mindset. If you respond several days after the question is asked, the user may have received his answer somewhere else, or he may have become preoccupied with something else.
Responding in a detailed yet thorough manner is also important because it shows you are an expert. This is why the questions feature is so valuable. It helps to show that you are a tentative, caring, expert home builder. And who wouldn’t want to hire a home builder like that?
8. Work the discussion
Most homeowners who ask questions normally have a tough design dilemma. Some just want some feedback on design options. You should work on the discussions then find one that interests you. You can also include a link to one of your favorite images when responding.
Also as a way of helping out unsure clients, consider posting a DIY project from start to finish offering tips, tricks And issues You experienced along the way.
Posting projects step-by-step will encourage your followers to try the projects themselves. Your goal is not just to show consumers what can be done with your products. You want to inspire them to try it and to feel successful at the end of their project.
9. Start a Pro-to-Pro Discussion
You can as swell market your designs on Houzz by starting a pro-to-pro discussion. Any architect or designer will always want to make a connection with other professionals on the site. The good thing about Houzz is that it allows you to connect, ask for opinions, helps and collaborate with others freely.
The discussion boards on Houzz get lots of action. Getting in on “design dilemma” conversations is a great way to bring added attention to your brand.
But don’t just wait for someone to post something interesting, get the conversation started yourself. Bring extra attention to your brand by having your name listed as the conversation starter.
If your brand already has a following, people will be extra inclined to comment. But if you don’t have a strong following yet, it’s a great way to give your brand exposure and peak consumer interest.70% of comments and questions posted to brands online go unanswered. Set your brand apart by staffing knowledgeable people who can respond to comments and posts online in a timely manner.
10. Start a Poll
Lastly, start a poll then make your presence on the site count. It is simple. You only need to ask a question to find out what your customers want. It is important that a designer gets to know what the challenges and priorities of customers are. It shows that you are concerned and also allows them to see your products or services.