Connect with Customers at Spring Home Shows

By Asher Raphael
February 26, 2013
THE TALK... | Sales & Marketing

With the spring season rapidly approaching, a number of homeowners may be preparing to attend their area’s seasonal home shows. For many in the remodeling industry, it likely feels as though exhibiting at a home show is one of the oldest tools in the shed. In an age when homeowners have increasing online options for researching home remodelers, projects and products, it may seem old fashioned to set up a booth or table showcasing your services at a local home show. Why spend the time and resources to do so when you can potentially reach many more people online through your website or social media?

At Power, we view home shows as a great opportunity to reach potential customers on a personal level. The opportunity to display our products and services to homeowners in real time, and to put a face to our business, is something that other advertising and marketing tactics just can’t match. We believe homeowners are more likely to build a long-lasting, positive relationship with our company when they can first experience, in person, the passionate, committed team members who represent Power.

Ours is an industry where consumers trust our companies enough to invite us into their homes, and therefore the art of personal communication is an essential element when marketing your business to potential customers. In the age of digital communication and tech-savvy consumers, it’s all too easy to lose a personal connection with current and prospective customers. Trust is one of the most important deciding factors for homeowners looking to embark on a home improvement project. They want to trust that we’ll not only provide them a great product, but that we’ll care for their home as much as they do.

Establishing a personal connection is one of the first steps to earning that trust, and home shows provide a fantastic outlet to do so. When evaluating the value of home show attendance, you should keep the following points in mind:

  • Connect with a perfectly tailored audience. One of the greatest advantages to exhibiting at a home show is that your audience is full of people who already care about who you are and what you do. The potential customers on site are there to specifically seek out products and services related to your business, and the ability to showcase your know-how to customers in a friendly and relaxing environment is priceless.
  • Establish your business as a reputable one. More often than not, home shows are endorsed by trustworthy associations like the Better Business Bureau and the National Association of the Remodeling Industry. Aligning yourself with these associations assures homeowners that yours is a reputable business in an industry often fraught with consumer horror stories of less-than-competent contractors. In addition, the format provides an excellent opportunity for prospective customers to meet and mingle with your best brand ambassadors – your staff.
  • Be a trusted home improvement resource. A homeowner’s experience at a home show will most certainly influence his or her buying habits for months, if not years, to come. Even if those contacts do not immediately book an appointment with your company, they will likely hang on to the home show guide and turn to it when looking for trusted home improvement resources in the future.

According to the most recent Leading Indicator of Remodeling Activity from the Joint Center for Housing Studies at Harvard University, the remodeling industry will see a significant increase in activity through the third quarter of 2013. As more homeowners consider investing in home improvements, many will likely turn to their local home show for insight into the services and products that are available to them. Don’t miss the opportunity to make a personal connection with those homeowners, who may reward your efforts with their business.

Asher Raphael is the chief strategy officer of Power Home Remodeling Group, the nation’s sixth largest home remodeling company with more than 1,200 employees and $170 million in annual sales. Power provides energy-saving and environmentally friendly exterior remodeling solutions to homeowners in Pennsylvania, Connecticut, Delaware, Georgia, Illinois, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Virginia and Washington, D.C. Raphael oversees the company’s overall strategic direction, which includes evaluating and directing new business opportunities, partner alliances, government relations and national expansion. He is also instrumental in the critical recruitment and development of prospective and existing talent, overseeing the company’s talent acquisition department. An Inc. 5000 company, Power has served more than 87,000 homeowners and is recognized as a home improvement leader by its "Dealer of the Year" award from Window and Door Magazine and the 2011 "Top Workplace" from The Philadelphia Inquirer.