Homeowners face substantial decisions when selecting exterior contractors for roofing, siding, landscaping, or window replacement projects. Recent research from BrightLocal reveals that 98% of consumers read online reviews for local businesses before making purchasing decisions. This statistic reflects a fundamental shift in how property owners evaluate contractors, moving beyond traditional referrals from neighbors and family members.
The digital-first approach has transformed contractor selection into a research-intensive process. Rather than relying solely on word-of-mouth recommendations, homeowners conduct thorough online investigations before requesting estimates. This behavior represents both an opportunity and a challenge for exterior service providers who must excel in digital presentation alongside their craftsmanship.
How Search Results Shape First Impressions
Google dominates the contractor research process, with 87% of consumers using the platform to evaluate local businesses, up from 63% in 2020. This dramatic increase underscores why Google Business Profile optimization has become essential for home exterior companies.
Business listings management across directories creates the foundation for online visibility. Inconsistent information – different phone numbers on Google versus Yelp, or outdated business hours – immediately undermines credibility. Companies like Hibu specialize in listings management services that ensure accurate, synchronized business data across dozens of review sites and directories. When potential customers encounter consistent information during their research, they develop confidence in the contractor’s attention to detail.
The Review Factor: Building Digital Trust
Customer reviews function as digital references, with 76% of consumers trusting online reviews as much as personal recommendations from friends and family. This statistic reveals how online feedback has achieved parity with traditional referrals.
Systematic review collection requires more than hoping satisfied customers will voluntarily post feedback. Successful exterior contractors implement structured processes for gathering reviews immediately following project completion. Professional review management tools, including those provided by Hibu, automate the timing and delivery of review requests through email and SMS campaigns. These systems ensure consistent review generation while homeowners still have positive experiences fresh in their memories.
Response strategies matter equally. Business owners who reply professionally to both positive and negative reviews demonstrate customer service commitment that resonates with prospective clients. Hibu’s reputation management tools provide templates and monitoring capabilities that help contractors maintain a professional online presence.
Beyond Yellow Pages: Where Homeowners Actually Look
Social media marketing has become crucial for exterior contractors because homeowners want visual proof of work quality. Before/after photos on Facebook and Instagram provide compelling evidence that text-based listings cannot match.
Website development serves as the digital showroom for contractor portfolios. Mobile-responsive sites with fast loading speeds accommodate the growing number of smartphone-based searches that characterize local business research. Display advertising on home improvement websites extends contractor visibility to homeowners actively researching renovation projects.
Integrated marketing approaches yield superior results because they create multiple touchpoints during the customer research journey. When potential clients encounter consistent messaging across search results, social media, and review platforms, they develop familiarity that translates into inquiry conversion. Comprehensive digital marketing platforms like Hibu’s coordinate these various channels to maximize contractor visibility throughout the research process.
Analytics tracking reveals which marketing channels generate the highest-quality leads. Companies like Hibu provide dashboard analytics that track campaign performance across websites, search marketing, and social media simultaneously. This integrated reporting helps contractors identify which marketing investments deliver the strongest return on investment.
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