Get More Renovation Clients From Your Marketing

This was my first General Contractor case in the United States, which started in May 2022. From the beginning, I worked closely with the client to understand the business, structure the strategy, and solve the challenges that were limiting growth. Over time, the client became one of the strongest advocates of my work. He understood the methodology, recognized that sustainable growth required a real partnership, and remained committed throughout every phase of the project. The first few months were not easy. We faced operational challenges, friction, and disagreements, but through patience, transparency, and a structured approach, we identified the key levers that allowed the business to scale.

In the first year, I focused on helping a small contractor specialized in Roofing and Siding. The company had limited results and a negative history with previous marketing agencies. As I became more involved in the strategy, I identified that the existing landing page was not converting effectively for the segment. I led the website restructuring process, working with the client to improve the messaging, user experience, and conversion flow. The changes produced an immediate improvement in the conversion rate from leads to estimates. Through campaign data, sales feedback, and market analysis, I also identified that the strongest demand and highest average contract values were coming from interior remodeling services. Based on this finding, I recommended shifting the strategy in the second year toward Kitchen Remodeling, Bathroom Remodeling, and Home Additions.

The pivot proved to be the right decision. Interior remodeling campaigns generated a similar cost per click to Roofing and Siding campaigns, but the average contract value was significantly higher. During the same period, I identified another major constraint in the sales process: the company was losing opportunities because its pricing was not competitive. Subcontractor costs were reducing margins and making proposals less attractive compared with competitors. To address this, I worked with the client on a complete brand repositioning. This included a new visual identity, improved content, a redesigned website, stronger positioning, and a partnership with a local photography agency to increase the brand's perceived authority and credibility.

On the acquisition and CRM side, I implemented segmented email marketing automations and nurture sequences for each service funnel. I also analyzed performance by location, identified the cities with the highest conversion rates, and applied geographic bid value rules within the advertising accounts. Beyond marketing execution, I advised the client on broader business decisions. One of my recommendations was relocating the company's office to a higher-income area, helping align its physical presence and brand positioning with the homeowner profile it wanted to attract.

One of the most impactful insights came from deeper market and customer research. I identified that the ideal client for Home Additions was often a homeowner living in a multigenerational or inherited property — someone who already owned a valuable home but did not have enough liquidity to purchase a new one. These projects typically ranged from $200,000 to $500,000. Based on this insight, I restructured the campaigns, targeting, offers, and messaging around this specific customer profile. This strategy significantly accelerated both lead volume and average contract value. The project became much more than a paid media engagement — I worked alongside the client across marketing, branding, CRM, sales, pricing, positioning, and business strategy, helping transform a small Roofing and Siding contractor into a stronger and more sophisticated interior remodeling business.