Consumers of home services are increasingly going to the Internet to seek help with a home problem, and nearly 100 percent of those visit a social media website on a weekly basis.
Those are just two findings from an August 2020 canvassing by SEO/content/marketing experts Silverback Strategies , Washington, DC, which surveyed 1,066 US adults who had recently purchased a service for themselves or their home.
Questions were focused on their most recent purchase experience — starting when they first realized they had a problem, all the way through making a purchase and leaving an online review.
Key findings include:
- When buyers first realized they needed help solving a problem, 57% went online.
- Nearly 97% of buyers use at least one social media platform weekly or more frequently.
- Price, peer ratings and past performance were among the top criteria buyers use to evaluate consumer service providers
- Nearly 30% of buyers only talked to one service provider, creating an advantage for companies with high marketplace visibility
- Less than 49% of buyers left ratings or reviews for their most recent service provider.
combinations of paths a customer can take on their journey including five stages based on behavior:
- Realization — the moment when customers realize they have a problem to solve.
- Education — how customers gather the information they need to make a decision.
- Evaluation — the criteria customers use to see if a service provider is a good fit.
- Decision — how customers decide on who to work with.
- Advocacy — when customers feel compelled to leave a rating or review online.
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