When the pandemic rolled in during the first quarter of 2020, no one could have predicted the rapid shift to eCommerce as an era of social distancing emerged. And when unemployment numbers began to rise, who knew the consumer’s share of wallet would shrink so quickly? Many home improvement dealers were scratching their heads asking: “How do you promote your business in such an unpredictable marketplace?”
There are some easy solutions to that question…and how you pivot your marketing efforts can make or break your business.
Advertise Your Financing Options
With social distancing protocols in place nationwide, most home shows and tradeshows have been canceled. How do contractors connect with customers and build strong leads? The answer is simple: by advertising that your business has financing options available! If a prospective customer is researching home improvement dealers for a large remodeling project, your financing options may be what wins the sale over a competitor that doesn’t provide them. Remember, during a pandemic, affordability is a strong motivator.
Foundation Finance provides free marketing materials including posters, brochures, window clings and email/social media templates. It couldn’t be any easier to promote financing when the marketing is literally at your fingertips.
Highlight Customer Benefits
Marketing 101: What are the features and benefits? Your customers know the new windows will increase energy savings, make their home feel more comfortable and look really awesome! But do they know about your same-as-cash payment option, the advantage of deferred payments that keeps their nest egg safe, or they could upgrade to the platinum package for only a few more dollars a month?
It’s important to include these financing benefits in every sales conversation. Here’s why.
Use Online Conveniences
Although businesses are reopening, social distancing is still being enforced and consumers are beginning to favor doing business digitally. Build customer relationships by being empathetic and offer online conveniences whenever possible. Here are a few that Foundation Finance provides:
- No Contact Electronic Document Signing: Loan documents can be sent remotely and signed digitally. When applicant(s) electronically sign the documents a copy is emailed to the dealership. No paperwork is physically transferred.
- Website Credit App Link: A custom link can be added to your website or sent to customers via text/email to securely apply for credit. Customers can complete and submit their credit application online, from the security of their home. The application is transmitted directly to Foundation Finance and uploaded into the dealership’s secure online portal.
Talk to Your Customers, Digitally.
Adapt email campaigns and conversations to address the unique challenges your customers are facing. Instead of sending out the same standard email message, change the tone, content and frequency to match your customers’ expectations.
Your consumers are online, so it’s important that you are too. Chances are most of your audience is on social media, so use that to your advantage and take part in the conversations. Focus marketing efforts on the channels that drive your customer engagement (such as Facebook, Twitter or Instagram). Create posts that add value, education and entertainment rather than just trying to make a sale.
Tweaking your marketing to work “with” the effects of the pandemic can strengthen your brand with the consumer. Listen to what they need and provide those benefits as they relate to your business. Partner with Foundation Finance to help you close more sales through the advantages of affordable financing.