Marketing Solutions for Fencing Contractors
Analysis and Strategy:
When we were initially approached our client was frustrated by the lack of results and communication from their previous marketing agency. They were previously working with a larger marketing company that did not always understand their small company’s needs. We first started out with online marketing analysis by analyzing their current strategy.
We reviewed their website and noticed several areas where their messaging and flow of the website were not set up to efficiently move a potential client through the funnel. We help design and update their existing website to help improve the conversion rate of their website. Next, we moved on to the actual marketing of the website.
They were also running Google search ads and performing SEO. What we uncovered was that their Google ads were not efficiently set up in order to maximize their ad spend. They also were not taking advantage of key features available for fencing contractors. We were quickly able to implement these key features that gave them an advantage over their competitors.
Next, we took a look at their SEO activities and we recognized that true SEO was not being done with a lack of a strong content plan. We implemented a strong content plan of monthly content in conjunction with team members on their team.
We then evaluated their social media and were able to build a strategy that would help increase their exposure organically and through paid channels. We created graphics that carried their brand look, feel, and messaging in both organic and paid social ads. Lastly, we finished off the funnel of their ads by implementing remarketing into their strategy.
We then moved on to implement an email marketing strategy that would allow them to stay in touch with past customers with company updates and fencing facts.
What our client thinks:
Marketing Creative Examples
Social Media Examples
Videos
Connected TV Video Example
Results:
We know Fencing Contractors and Marketing
As the seasons shift, so do opportunities for fencing companies to capture customer interest. Spring and summer bring a surge in demand as homeowners tackle outdoor projects, making these peak seasons ideal for ramping up awareness campaigns and lead-generation efforts.
Here is what your buying cycle looks like:
Total Buying Cycle Duration
- Average Time: From the initial awareness to installation, the fence-buying cycle generally spans 4-12 weeks for most residential or small business buyers.
- Longer Durations: Buyers making high-value or custom fence purchases (e.g., ornamental or automated gates) or dealing with permitting requirements may take 3-6 months.
1. Awareness Phase (1-2 weeks to several months)
- Trigger: Homeowners or businesses recognize the need for a fence due to safety, privacy, aesthetics, or property boundary concerns.
- Considerations: Research begins to understand options, costs, and whether a fence is the right solution.
- Typical Duration: This phase can last from a few weeks to several months, depending on the urgency of the need and the buyer’s financial situation.
2. Research Phase (2-6 weeks)
- Activities:
- Gathering information on materials (wood, vinyl, chain link, etc.).
- Comparing styles, durability, and maintenance needs.
- Researching contractors or DIY options.
- Factors Affecting Duration: The complexity of the project and the buyer’s familiarity with fencing options.
- Key Decision Points: Buyers may request estimates or quotes during this stage.
3. Decision Phase (1-3 weeks)
- Activities:
- Comparing quotes and evaluating contractors or suppliers.
- Assessing budget and financing options.
- Checking reviews or references for contractors.
- Typical Duration: Buyers typically take 1-3 weeks to finalize their choice.
4. Installation/Execution Phase (Varies)
- Timeline:
- For professional installation, scheduling depends on contractor availability and project scope (1-4 weeks).
- For DIY projects, the timeline may depend on the buyer’s availability and skill level.
- Delays: Weather, permits, and material availability can impact this phase.
The awareness-to-decision-making process for fencing typically begins in late winter (January-February) (see below) as homeowners start planning for spring projects, peaks in spring and summer (March-July) during high demand, and tapers off in the fall (August-November) as people prepare for colder months. While winter (December-January) sees lower demand, it can still attract customers seeking off-season deals.
However, successful fencing companies know that preparation begins well before the busy season hits.
By strategically aligning marketing efforts—such as SEO, social media ads, and promotions—with the buying cycle, businesses can capitalize on high-demand periods while leveraging slower months, like fall and winter, to secure off-season projects and build a steady pipeline of customers year-round.
To effectively market fencing services and align with seasonal demand and the buying cycle phases, different marketing strategies and tactics can be employed. Here’s how marketing can support each phase of the buying cycle:
1. Awareness Phase (High Volume in Spring and Summer)
Objective: Generate interest and build awareness about fencing services. This is your largest addressable market based on why people buy fences. Double down on why they buy a fence and make it easy to find on your website and content such as they recognize the need for a fence due to safety, privacy, aesthetics, or property boundary concerns.
- Seasonal Relevance: During high-demand seasons like spring and early summer, focus on branding and reaching new potential customers as outdoor projects ramp up.
Marketing Strategies:
- SEO and Content Marketing: Publish blogs and guides like “Top Fence Styles for Your Home” or “How to Choose the Best Fence Material” to capture organic search traffic. Seasonal blogs like “Why Spring is the Best Time for a Fence” can boost traffic during high-demand periods. But you have to keep in mind what you post today content-wise can take 6-9 months to gain traction.
- Social Media Advertising and Post (depending on budget): Use eye-catching visuals to showcase completed projects and target homeowners on platforms like Facebook and Instagram. You need to be there where people spend their time, online on social media.
- Google Ads (depending on budget): Target relevant keywords and messaging with ads like “Affordable Spring Fence Installations” or “Ready for a Summer Fence? Call Today!”
- Email Campaigns: send informational emails like ” “Top 5 Reasons to Invest in a Fence This Year” “, “Spring is Coming: Is Your Yard Fence-Ready?”, “Save Money and Time: Why Early Planning Matters for Fencing Projects”. If you don’t have an email list then work on building one and strategies for that.
2. Research Phase (High Activity in Spring, Moderate in Fall)
Objective: Educate potential buyers and position your company as the expert solution.
- Seasonal Relevance: Spring and fall homeowners typically compare contractors and materials. Tailor messaging to urgency during these times (e.g., “Beat the Summer Rush” or “Plan for Fall Savings”).
Marketing Strategies:
- Email Campaigns: Send informational emails like “Everything You Need to Know About Vinyl Fences” or “How to Prep for Your New Fence Installation.”, “Spotlight on Fencing Trends for [Year]”
- Customer Reviews and Testimonials: Highlight positive reviews on your website, social media, and Google My Business to build trust during comparison shopping.
- Free Estimates: Promote free consultations with a clear CTA like “Get Your Spring Fence Quote Today!”
- Social Media Advertising and Post (depending on budget): Use eye-catching visuals to showcase completed projects and target homeowners on platforms like Facebook and Instagram. with the same type of content as “Everything You Need to Know About Vinyl Fences” or “How to Prep for Your New Fence Installation.”, “Spotlight on Fencing Trends for [Year]”
- Remarketing Ads (depending on budget): Retarget users who visit your website but don’t convert, keeping your services top-of-mind.
3. Decision Phase (Ongoing but Spikes Before Installation Season this January and February)
Objective: Drive conversions by addressing concerns and creating urgency.Look everyone wants this but you have to do the work above to get this tplace or you are playting in the most expensive place like Google ads that everyone is at. That shipped has sailed to just run Google ads. You need cheaper leads and the CPC have risne too much for you industry. You shoud take advantage of things Google performance max which combine and finds your clients for you.
- Seasonal Relevance: Create urgency during high seasons by highlighting limited scheduling slots, and promoting off-season benefits like discounts during winter.
Marketing Strategies:
- Limited-Time Offers: Promote seasonal discounts, e.g., “Book Before April 30th for 10% Off Installation.”
- Comparison Charts: Use visuals comparing your services and pricing against competitors to simplify decision-making.
- Financing Options: Highlight flexible payment plans, especially for larger or custom projects.
- Local Advertising: Use geotargeted ads to reach homeowners ready to make a decision, emphasizing proximity and reliability.
1. Clear and Persuasive Website Content
- Detailed Service Pages: Provide comprehensive information about your fencing options, including styles, materials, and benefits.
- Pricing Transparency: Share clear pricing or a starting price range to help buyers assess affordability.
- FAQs: Address common questions about installation timelines, warranties, and maintenance.
2. Social Proof
- Customer Reviews and Testimonials: Showcase positive feedback on your website, Google My Business, and social media platforms.
- Case Studies or Before-and-After Photos: Highlight successful projects to build trust and show expertise.
3. Comparison Tools
- Side-by-Side Comparisons: Offer tools or guides that compare fencing materials (e.g., wood vs. vinyl) or your services vs. competitors.
- Interactive Visualizers: Allow customers to upload photos of their property and preview different fencing options.
4. Free or Discounted Consultations
- In-Person or Virtual Estimates: Make it easy for customers to schedule a free consultation or quote.
- Promotions: Offer discounts or incentives for signing contracts during a specific timeframe (e.g., “Book This Month for 10% Off”).
5. Trust-Building Marketing
- Certifications and Affiliations: Highlight memberships in professional organizations or certifications to establish credibility.
- Guarantees or Warranties: Clearly outline your service guarantees or product warranties to reduce perceived risk.
6. Email Campaigns
- Follow-Ups: Send follow-up emails after consultations or estimates with additional information or promotions.
- Comparative Content: Emails like “Why Our Customers Choose [Your Company] for Fencing” can reinforce your value proposition.
7. Remarketing
- Digital Remarketing Ads: Use retargeting ads to stay top-of-mind with potential customers who visited your website but didn’t convert.
- Social Media Ads: Show testimonials, promotions, or reminders to finish scheduling.
8. Personalized Communication
- One-on-One Follow-Ups: Call or email potential customers to answer specific questions or provide tailored advice.
- Chatbots or Live Chat: Offer immediate assistance on your website to address any hesitations in real time.
9. Easy Payment Options
- Financing Plans: Provide flexible payment options to make larger projects more accessible.
- Upfront Pricing Clarity: Highlight no hidden fees or surprises to build trust.
4. Installation Phase (Peaks in Spring and Summer, Steady in Fall, Low in Winter)
Objective: Strengthen relationships and encourage repeat business or referrals.
- Seasonal Relevance: In winter, emphasize off-season benefits like faster installation times or cost savings. In the summer, focus on completing projects efficiently and exceeding expectations.
Marketing Strategies:
- Post-Installation Follow-Up: Send thank-you emails with maintenance tips, cross-selling opportunities (e.g., gates, decorative fencing), or referral incentives.
- Social Media Highlights: Showcase completed projects as inspiration for other potential customers.
- Review Requests: Encourage customers to leave reviews, especially during peak seasons when interest is high.
- Seasonal Upsells: Market add-ons like staining services for wooden fences or seasonal maintenance packages.
Summary of Seasonal Alignment with Marketing:
- Spring & Summer (High Demand): Focus on awareness and driving conversions. Use urgency-driven promotions like limited slots or peak season benefits.
- Fall (Moderate Demand): Position fall as a great time for fence installation due to stable weather and contractor availability.
- Winter (Low Demand): Offer discounts, faster timelines, and incentives for off-season bookings.
By tailoring your marketing efforts to seasonal trends and the buyer’s journey, you can maximize leads and ensure a steady stream of business year-round.
Elevated helped our company exceed growth projections by double digits. We have been very pleased with their responsiveness and agility. They’ve taken the time to learn about our industry, our business and our patient base to customize the message we need to communicate to our customer base. Jennifer and her team have truly “Elevated” our brand awareness and honed our messaging in ways we’ve never experienced before. We’re better off having partnered with them for our marketing needs.
Very pleased with the experience! Appreciate the responsiveness, advice, and expertise helping our firms marketing arm grow. Would highly recommend!
Since starting to work with Elevated Marketing Solutions, we have seen an uptick in our social media interactions, our Google activity and overall digital presence. The ads and posts they have designed for us have stepped up our quality and been noticed by many people. The interaction with staff has been great and we are pleased to work with them to grow our banking presence in Johnson County. Thank you for all the hard work!
Elevated and the team have been an excellent source of proactive, unique, and timely ideas that we can use for our broad marketing needs. Always easy to communicate with, Elevated has been a true partner toward our goals.
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I’m consistently impressed with the creativity, strategy, and execution our marketing team brings to the table. From campaign development to branding and content, they’ve shown an exceptional ability to capture our message and connect with our audience. Their collaborative spirit and attention to detail make them an invaluable part of our success. Huge thanks for the energy and excellence you bring to every project!
Extremely knowledgeable and diligent staff, that go above and beyond for their clients. Jennifer is a true professional in every sense and strives to stay ahead of the curve to make your business successful.
