Should I Use Text Message Marketing for My Home Services Business?

I’m sure you are subscribed to a few companies’ text alerts. What kind of content do you see in these messages, and is this type of advertising something your service company could benefit from?

Today we’re talking about the why’s and how’s of text or SMS marketing for small home service companies like yours. We’re going to talk about what SMS marketing is and why it is especially lucrative for home services businesses.

We’ll also give you some examples and tips to help you get started!

Listen to the Episode:

What is Text Message Marketing?

Text message marketing is when businesses send short-form marketing content via text message/SMS. (SMS is actually an abbreviation for short messaging service) (Hubspot).

It gets you in on one of the most popular ways to communicate in 2021, as 78% of consumers say that texting is the activity they most often do on their smartphones throughout the day (Simple Texting).
92% of American adults have a cell phone with messaging capability (Pew Research Center).

Why Should I Consider SMS Marketing?

SMS messages have a 98% open rate, compared to 20% for emails! (Mobile Monkey)
SMS messages have an average click-through rate of 36% while only 3.4% of emails see click-throughs (Mobile Monkey).

In a 2021 study of 827 US consumers and 543 business owners/marketing managers:

76% of brands plan to invest in text-message marketing next year
62% of consumers subscribed to receive texts from at least one company in the year
Consumers reported that they receive and reply to texts within 1-2 minutes of when they’re sent, while receipt and reply of emails are more like within the hour.
56% of people would rather text a business than call customer service. (Simple Texting)

What Messaging Platforms Are Best for Home Services Companies?

Business News Daily came up with a list of the best SMS Marketing services of 2021, and from that list, we suggest:

EZ Texting is the best overall option for small businesses thanks to its suite of features and reasonable pricing.
Textedly is the best option for companies just starting out who want a low-priced option.
Podium is the simplest option. Its ease of use is unparalleled.

How to Write Effective SMS Marketing Messages

Make them sound like they came from a real human to increase click-through rate; Consider how you would feel if you received them.
Direct them toward your buyer personas
Use emojis when appropriate About 30% of brands who use Postscript included an emoji in their SMS campaigns in 2020 (PostScript).
Hubspot suggests using them for voting and polls or for quick alerts about events or sales (Hubspot).
Less is more! 59% of survey respondents say the #1 reason they unsubscribe is too many texts from a business (Simple Texting)
Offer something in return for opting-in with an advertising phrase like “Text 55522 to receive 10% off your next service!”
Welcome messages should include what kind of content consumers can expect, how often they can expect to receive messages, and how to unsubscribe (Mobile Monkey).
After the welcome message, consider texting consumers with:
1. Sales and promo codes
2. Event invitations
3. Links to new content
4. Appointment booking confirmations

What Are Some Examples of Effective SMS Marketing Messages?

The Opt-in Message (after signup)

Hello and thanks for your interest in [company name]! Please confirm that you have chosen to receive messages from us by replying “Yes.”

2. The "Subscriber Thank You" Message

Thanks for signing up to receive messages from [company name]! We’ll text you about appointment reminders, project updates, and special sales just for subscribers! Don't worry - we won’t send more than one text a week! As a "thank you" for joining, here’s a coupon for 15% off your next project with us!‍

3. The "Refer Your Friends" Message‍

We're happy to have you as a member of the [company name] community! If you refer a friend we'll discount 10% off your next project when they schedule a consultation with us! Use code [www.companyname.com/Refer1]