“Mobile marketing is here, and it’s taking over home improvement.”
As a man who prefers his laptop, that’s a difficult statement to write. But you can’t deny reality (unless you’re running for president…both parties included).
I could cite you facts and figures about homeowners using smartphones more and more to research home improvement solutions. However, I figured you’d really like me to share the results of a couple of real paid search lead generation campaigns we run for clients.
The first campaign is for a large replacement window company in the industrial Midwest, covering a territory of approximately 900,000 people. Below see a comparison of leads submitted via Web forms:
Sept. 1 – Sept. 30, 2015: Total Leads: 12 | Mobile Leads: 5
Sept. 1 – Sept. 30, 2016: Total Leads: 18 | Mobile Leads: 11
My second example is even more striking. We run this online advertising campaign for a client selling a popular gutter protection system in the Upper Midwest. This client’s territory covers a much larger city with four million people. Below see a comparison of leads submitted by homeowners via Web forms:
Sept. 1 – Sept. 30, 2015: Total Leads: 24 | Mobile Leads: 3
Sept. 1 – Sept. 30, 2016: Total Leads: 44 | Mobile Leads: 22
This data tells me that homeowners have grown much more willing to submit Web forms via their mobile phones than ever before. Obviously, homeowners also call in in response to our clients’ campaigns. But the shift in mobile response via Web forms is particularly compelling.
We looked at many other campaigns for clients selling exterior products, and saw similar increases.
We did not see as dramatic a shift when we checked campaigns for interior products. But we will keep an eye on it and check back in in the first quarter.
Also important is that this shift reflects trends of mobile usage among both millennials and older homeowners alike. People under age 35 are not the predominant homeowners, demographically speaking. But based on these results, we see the 40+ crowd responding well to mobile marketing – and these are indeed the folks who own homes.
I have been a mobile skeptic in the past, but for home improvement companies, there’s no denying the reality. Consumers are using mobile phones are for just about anything these days…including responding to online advertising campaigns.