Appliance Repair Marketing: How to Get More Leads

1.  Understand your target market

Sure, your target audience includes people who need their appliances fixed. But do you truly know the details like demographics and interests?

When you get to know who your ideal customer is, you’re able to:

• Tailor your marketing strategies: Knowing your audience helps you market your business more effectively. When you understand who your customers are, you can tailor your appliance repair advertising to address their pain points.
• Provide better customer service: By knowing customer preferences, you can offer more personalized service, which can lead to happier, more loyal customers.
• Gain a competitive advantage: Understanding your market helps you identify any gaps in the services your competitors offer. This allows you to position your business to fill those gaps.

To better understand your target market, try:

• Performing market research: Conduct surveys to gather information from potential and existing customers. Ask about their preferences, problems they face with appliances, and what they look for in an appliance repair service. Use online tools like SurveyMonkey or Google Forms.
• Analyzing your competitors: Dig into your competitors’ websites and social media pages to see who their customers are. Pay attention to how they’re marketing their services and what people say.
• Collecting customer feedback: Collect and analyze feedback from your customers. This can give you insights into what they appreciate about your service, as well as areas where you can improve. Send follow-up emails asking for feedback.
• Analyzing visitor data: Use tools like Google Analytics and social media insights to understand who’s visiting your site and social media pages. If you notice a significant portion of your web traffic comes from a specific neighborhood, for instance, you might want to focus on advertising to that area.

2.  Build a website for your appliance repair business

If making a website isn’t on your appliance repair marketing plan, it probably should be. Websites help to build your online presence and add legitimacy to your business.

A basic website should include:

• Your business name and logo
• A list of your services
• Your location and service area
• Relevant certifications
• Contact information, like a business number, address, and email
• Instructions for how to book an appointment

You can make yours even more helpful to yourself and your potential clients by incorporating handy features such as:

• Online booking
• Google ads
• Email and newsletter sign-ups

Online booking gives clients the freedom to get in touch when they want and how they want. And it takes a few administrative tasks off your plate, like answering the phone and gathering client information.

For example, Don’s Appliances uses an online booking form powered by Jobber that lets them collect customer information and service details online, at any day or time.

3. Leverage your social media pages

Social media pages are a great way to boost your appliance repair company’s reputation and add legitimacy to your brand. They can also help you grow and interact with a community of clients—this is especially useful when it comes to promotions and marketing campaigns.

To get started with social media, pick the platforms you think make the most sense for your appliance repair business such as Facebook and Instagram.

Whatever social media platform you choose to focus on, be sure to keep your posts polite, professional, and business-related. Use pictures when possible to demonstrate your services and increase engagement.

For example, here’s a Facebook post from Just Done! Appliance Installations:

4.  Use local SEO strategies

When people need help with appliance repair, they’ll likely search Google for a repair service in their area. Getting your business to appear in search results for your region can bring you plenty of leads.

How do you do that? If you don’t want to pay for ads, you can use local SEO strategies. Here are a few popular methods:

Claim your Google Business Profile

Google Business Profile is a free business listing that can appear in Google Search and Maps results when people enter a localized search—such as “Long Beach appliance repair.”

The profile includes your business’s:

• Name
• Website
• Contact information
• Operating hours
• Customer reviews
• Images
• And more

Once you’ve set it up, your business will appear on Google when potential customers search for appliance repair technicians in their area.

List your business in online directories

Listing your business in online directories improves your visibility to customers and helps drive leads to your website. Here’s how to get started:

• List your business on all major online directories, including Google Business Profile, Bing Places, Yelp, and Facebook.
• Join your local Chamber of Commerce to network and attract leads in your service area.
• Search “business directories in [your city]” to see if there are any opportunities to list your business.
• Register for lead generation sites like Angi, HomeAdvisor, or Thumbtack.

Add the areas you serve to your website

Add your location and the locations you serve to all of the pages on your site.

Some businesses do this by listing all the cities or towns they service, while others may choose to use a map that outlines their service area.

For example, if you have a service page about dishwasher repair and you serve the Long Beach area, include “Long Beach” in the headings and body copy. This helps Google return your business in search results when people search keywords like “dishwasher repair near me.”

5.  Distribute appliance repair ads and flyers

Physical ads are one of the most common advertising methods out there. Not only do they come in a variety of forms, but they also fit a wide range of budgets.

Physical ads can be:

• Flyers
• Business cards
• Advertisements in local papers
• Postcards and door hangers
• Vehicle wraps and decals

Not only do these types of advertisements help to generate appliance repair leads, but they also boost brand awareness in general.

Just make sure that your logo, business name, contact info, and colors are consistent, so all your ads are attributed to your appliance repair business.

6.  Take advantage of lead generation sites

Lead generation sites like Angi (formerly Angie’s List), TaskRabbit, and HomeAdvisor bring in appliance repair leads by promoting your business to their users.

You create a profile based on your location and services, and they match you with potential clients who need an appliance repaired, maintained, or installed.

Some lead generation sites charge you a fee per lead they send your way while others charge a monthly or yearly membership fee.

Make sure to do your research before choosing a lead generation service. Costs can vary based on factors such as competition in your area, job size, and even the type of profile you have. Find one that works for your industry and budget.

READ MORE: 14 Thumbtack alternatives for your home service business

7.  Ask for client reviews

Testimonials and reviews go a long way in bringing in more leads. Prospective clients who are researching appliance repair companies online want to see proof that others have used—and been satisfied with—your services.

What better way to build trust and prove you’re a top-notch appliance repair company than by having happy customers shout your praises?

Here are a few examples from one appliance repair company:

• “Prompt, friendly service. No wait times for scheduling. Great job. Thanks!” —Donna P.
• “Great service, very friendly, and was able to book me for the same day as the delivery was scheduled, making for an easy transition between old and new appliances.” —Samantha V.
• “Great experience. Quick, friendly, and super helpful.” —Ruth N.

You can use these testimonials on their website to help potential clients to feel confident that they’re making the right choice.

To ensure you ask every satisfied customer for a review, set up automatic review collection in Jobber. Jobber automatically sends a text to the customers you want reviews from.

When you make an invoice in Jobber, you can choose if you want to send the customer a review request.

8.  Start a customer referral program

Developing a successful referral program takes time and effort, but when done right, it comes with a lot of benefits. A great referral program can be used to:

• Encourage repeat customers
• Reward loyal clients
• Generate new leads
• Turn leads into clients

Referral programs don’t need to be expensive or complicated. Start out with a simple and straightforward program and spread the word to your clients to get the ball rolling.

READ MORE:14 referral program ideas that attract customers

9.  Partner with complementary local businesses

Your appliance repair business can benefit from partnering with other businesses that complement yours. Partnerships help you reach new audiences, bringing you leads that you might not have been able to get on your own.

Here are a few ideas for collaboration:

• Home improvement stores: Local hardware stores and home improvement retailers can feature your business cards and flyers, while you can recommend their store to customers needing parts or new appliances.
• Furniture stores: Collaborate with furniture and home décor stores to offer appliance setup and installation for their customers. When someone buys a new refrigerator from a furniture store, you can offer to handle the setup and future repairs.
• HVAC companies: An HVAC company can refer their customers to you for appliance repairs, and you can refer yours to them for HVAC services.
• Cleaning services: Work with professional cleaning companies to offer combined service packages. Appliances often need cleaning and maintenance, and this partnership can be a one-stop solution for customers.
• Property managers: Real estate agents and property managers who regularly deal with homeowners and tenants can recommend your services, and you can offer a discount on appliance repairs for properties they manage.

Get more appliance repair leads with Jobber

Attract more customers with tools that make you look like the pro you are.

Jobber’s Marketing Suite helps you build a strong reputation that attracts more customers, and secures more work with less effort.

Here’s what’s included in Jobber’s Marketing Suite:

• Reviews: Give your online reputation a boost by collecting more Google reviews through automated review requests.
• Referrals:  Simplify the referral process with a fully automated referral program, making it easier for customers to send new business your way.
• Campaigns: Increase sales with a user-friendly email marketing tool that turns old customers into new revenue.

Originally published in July 2021. Last updated on July 16, 2024.