Houzz, in essence, is a virtual dream world for consumers. Your PMG team is here to give you the 411 on Houzz for business. Houzz also monetizes by way of brand advertising, from firms such as Kohler and Ikea.Do you work in the building/construction trades and keep hearing about Houzz? Perhaps your clients have been talking it up or colleagues keep telling you Houzz is where it's at.īut what, exactly, does that mean for you and your company? Is Houzz for consumers, professionals, or both? And if it is a place for pros, do you really need to add it to your marketing mix? While a basic one-category service provider profile is free on Houzz, the upgraded Pro+ paid sponsorship profile enables directory listings in more than one category, a streamed display of additional photos below each featured photo, as well as a See my Projects hyperlink button. Every response becomes part of that provider’s profile. Its Community section allows tradespeople to network with homeowners by responding to consumer questions, and showcasing their expertise. The Houzz Ideas section includes up to 20 daily articles produced by its full-time editorial staff. Its highly-visual directory is displayed to consumers by way of an algorithm that puts the most relevant professionals forward as well as those who’ve uploaded high-quality photos, and have consumer reviews on the site. Houzz also offers a keyword search, which brings homeowners not only to ideas and photos but to home design professionals as well. An interior designer gets 65 percent of his business by way of Houzz. A tile and countertop professional noted that his firm’s photos had been added to 14,000 idea books. Webinar testimonials included a homeowner who noticed that many of the images she downloaded to her idea book came from the same professional, who was local. “While people collect images as ideas they actually collect pros at the same time,” Nozawa said. Owners collect the images provided by these tradespeople in the equivalent of a manila folder. “On every photo there is a link to the professional’s profile, and more information about that professional and / or the photographer who worked on the projects.”įor service providers, the idea book is a key marketing feature. “Every photo comes from a professional in the community,” Nozawa said. More than 7 million consumers have downloaded the Houzz mobile app, while visitors have created three million idea books. Houzz now has more than 500,000 images on its site, claiming to be the largest residential design database. “Only 2 percent turn to TV, 5 percent rely on word of mouth, but 68 percent use Houzz or another website for their main source.” “Few people rely on traditional media or face-to-face advice for home design and improvement ideas,” said Nozawa. 7 percent need to accommodate aging parents or grown children.19 percent have lifestyle needs that are changing.47 percent want to increase their home’s value.70 percent want their home to be more functional.86 percent of owners do so to better enjoy their home.Well over half of Houzz visitors plan to hire a general contractor in the next two years, one third of whom will do so for their kitchen and bath projects, and nearly as many for carpet and flooring projects.Ī recent Houzz survey of more than 100,000 homeowners revealed some surprising results, when owners were asked why they worked to improve their homes: Kitchen remodeling is the top project on Houzz, with an average spend of $27,000. She shared with the audience that 72 percent of the 6 million unique monthly Houzz visitors have redecorated or are now working on a redecoration project, 40 percent are building or remodeling their home, and 10 percent are custom building their home. The home design and home improvement client is newly empowered, and typically an upscale, married homeowner, explained Houzz presenter Annie Nozawa, Houzz marketing manager. In its recent Webinar, Using Houzz to Market your Business, the photo-focused home improvement and design site showcased the many site features that allow tradespeople to build their customer base, and talked about its monetization, as well as industry and site statistics.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |