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Houzz For Flooring


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This presentation was presented at Total Solutions Plus in 2015 to educate the flooring industry on the benefits of Houzz.

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Houzz For Flooring

  1. 1. Breakout: Social Media 10:30 AM – 11:15 AM Meeting Room 204-205
  2. 2. Who we are
  3. 3. Access this info anytime! From this link you can: • View • Download • Share flooring *Remember that you paid to be here. Please share responsibly.
  4. 4. Today’s Topic: Houzz Houzz is the largest home design site in the world and on the internet with the most residential design photos than any other platform.
  5. 5. Who’s In? • On it? • Not on it? • Never heard of it? • Don’t care? • Can’t wait to learn more? • On it, but don’t know what to do?
  6. 6. If you’re thinking: Are we on Houzz? You’ll be pleased to know: That’s what you’re here to find out. Lucky you. #ThanksTSP Take away: I’m going to pause if everyone starts searching their company name all at once.
  7. 7. If you’re thinking: Another social media site? I don’t have time for this, I’ve got to worry about how to reach customers who want to buy. You’ll be pleased to know: When homeowners are working on a remodeling project, Houzz is where they go to compile features, styles, colors, patterns, products and designs they want to buy. 91% of users are homeowners. Take away: It’s ok to high five your neighbor because it’s finally time we got a site specifically for our industry.
  8. 8. If you’re thinking: There are so many social media sites and this is so new….who’s really using this? You’ll be pleased to know: 30+ million homeowners use Houzz every month (you heard me)find and save high end photos. Take away: What’s that? You have high end photos? 10-15 thousand photos will be loaded today. Keep listening….
  9. 9. If you’re thinking: My spouse in on Pinterest 4 hours every night and she’s not buying or selecting tile. You’ll be pleased to know: All of these images can be used to collaborate with friends, families, designers, architects and builders on their project. Take away: No one gets on Houzz unless they plan to spend money on a real project.
  10. 10. If you’re thinking: This is so great, but how do I get her to pick ME? You’ll be pleased to know: No matter when you tried to market or retarget her, when she’s ready to buy, she can search designers and contractors in their local area right from Houzz. Take away: You’re pretty smart if you’re doing the math on how many potential Houzz users are in your area.
  11. 11. If you’re thinking: I hope my neighbor didn’t see me jump a little when I realized that we’ve got a good chance of her picking us! You’ll be pleased to know: When she gets there, she’ll not only see your amazing images, but she’ll also see reviews about you, your projects and helpful answers in the discussion group. Take away: Don’t start wondering off in thought about not having reviews or who’s doing the talking in the discussions. #ThanksTSP #Q&A
  12. 12. If you’re thinking: Do reviews really matter? You’ll be pleased to know: You bet your ass they do. Reviews and demonstrated experience are the major decision making factors. Take away: Don’t freak out that you don’t have reviews. We’ll show you how.
  13. 13. If you’re thinking: If she said high end residential photos, people with $$ must be on there. You’ll be pleased to know: Houzz users have 2X the income and home values of the average American. The median age is 51. Take away: It’s not rude to think about annual income when it comes to who’s buying your product. About dating your daughter….maybe. 
  14. 14. If you’re thinking: Gosh, I hope it’s pretty. You’ll be pleased to know: It is. Take away: Settle down! I’m gonna show you!
  15. 15. If you’re thinking: Does it apply to us? You’ll be pleased to know: It’s a good fit for you if you have anything to do with interior or design products or services for the home, manufacturer, sell or distribute a product OR have a product that would sell more with visualization. Take away: If you aren’t sure how it applies to you, we will be here until Wednesday. Ask us in the hall, at lunch, whatever!
  16. 16. If you’re thinking: Tell me more! You’ll be pleased to know: This also applies to Interior designers Architects K&B remodelers Builders Realtors Take away: You guessed it, the whole industry.
  17. 17. If you’re thinking: Dude, she said designers. We want those. Wow. Think of the potential. You’ll be pleased to know: 1 in 5 Houzz users are looking for an architect or interior designer. Some designer's say that 65% of their website traffic comes from Houzz. 60% saw in increase in their blog traffic. Take away: You’re pretty smart to start thinking how to get your brand in front of designers. Great job.
  18. 18. If you’re thinking: I’m listening….keep going. You’ll be pleased to know: 58% of Houzz users planning to remodel and plan to use a professional. The rest are trying to do it themselves before they realize they need help. Take away: The average budget for a kitchen remodel is over $28K.
  19. 19. If you’re thinking: I’d feel better with some hard facts and stats. You’ll be pleased to know: 48% of homeowners are planning to build, remodel or add on in the next 2 years. 84% plan to decorate or redecorate. Take away: Yes, the person in charge of your marketing budget is going to love this.
  20. 20. If you’re thinking: Hey wait, is this like Pinterest where there’s everything under the sun and not so much about flooring? You’ll be pleased to know: Flooring is the 2nd most popular reason why homeowners sign up for a Houzz account. Take away: It’s ok want this to be over so we can get to Q&A.
  21. 21. If you’re thinking: That’s great and all, but how many actually bought something? You’ll be pleased to know: In 2014, 38% of Houzz users that completed a project installed new flooring. Take away: #ToldYouSo
  22. 22. If you’re thinking: Is it too late to get in on this gig?!? Are my competitors on this? You’ll be pleased to know: In the next 6 months, 28% of Houzz users are planning to purchase new flooring. 1 out of 3 users will replace their flooring in the next year. Take away: My number is 415.275.9029. Can’t wait that long? My cell is 303.883.2110.
  23. 23. 42% of people on Houzz are remodeling or building an addition right now. 1 in 8 are building custom homes. Reminder: There are 30 million users on Houzz right now.
  24. 24. Dear Manufacturers, You’re SO welcome. Love, Shannon
  25. 25. If you’re thinking: I hope she gives us some technical stats on traffic generation…. You’ll be pleased to know: 33.30% Bounce Rate 8.21 Daily page views per visitor 6:04 daily time on site Take away: #YayForAlexa
  26. 26. If you’re thinking: We are a household name and don’t need new business. We’re covered with word of mouth. You’ll be pleased to know: If you don’t want more business or money, I’m pretty sure you’re supposed to be somewhere else. Take away: People don’t communicate anymore, it’s all done online. Only 5% still use their mouths and 90% of people trust what others say online more than anything else.
  27. 27. If you’re thinking: I wonder if we get any Google love for this? You’ll be pleased to know: Houzz offers categories and profile fields – all which are searchable and loved by Google. Take away: It’s ok to wonder how you rank.
  28. 28. If you’re thinking: I wish I’d invented this. I wonder who did? You’ll be pleased to know: The founders of Houzz are a husband and wife. Back in 2009, they bought a home in California, which needed a lot of renovations and they were clipping magazines for inspiration and their renovation didn’t go very smoothly. So, they created Houzz to solve that problem. Take away: Fast forward a few years, they are now the #1 resource for design and inspiration in the world. Instead of clipping magazines people just come to Houzz.
  29. 29. If you’re thinking: Should we ditch all of our other social media and focus on this? Nah, we’ve already got so much invested and we want to reach people everywhere we can. You’ll be pleased to know: You’re right. Let Angie’s List handle the service side and Houzz help you own the product selection side. #LikeABoss Take away: Disclaimer – only do what you can do well.
  30. 30. If you’re thinking: We’re in! What can we do to set ourselves apart? You’ll be pleased to know: Whether you are a manufacturer, dealer, distributor or designer you can reach your target client when they are looking for you. Take away: The bonus is that Houzz doesn’t saturate local markets because they want you to succeed.
  31. 31. If you’re thinking: I’m glad I signed up for this session as opposed to that other one. You’ll be pleased to know: Creating Your Space is thankful you’re here, too because the other session is surely amazing. Take away: If your brain hurts – it’s a good thing. You’re not supposed to know all of this. (unless you’re a social media manager!) Do what you do well and we’ve got your back with social media.
  32. 32. Questions
  33. 33. Connect with us!
  34. 34. Connect with me! “Shannon V” shannonbilby