Helping Home Service Companies Navigate COVID-19
As experts in the home service category, we take a regular pulse of what’s important to homeowners. Given the unprecedented change to daily lives due to COVID-19, it is now more critical than ever for home service companies to understand the homeowner’s mindset and quickly adjust service delivery and offerings.
The current environment is significantly impacting the viability of home service companies of all sizes and in all categories. And it’s raising many questions. How should we act? What should we say? Is it ok to promote special discounts? In an effort to help home service companies appropriately and effectively communicate with homeowners, this HomePulse focuses on understanding how homeowners are navigating the use of home service companies during COVID-19.
The 6 key takeaways from the GKV HomePulse
1. Homeowners are now much less confident about spending on a significant purchase in 2020
Just over a month ago, prior to the coronavirus outbreak, the Q1 HomePulse indicated that 61% of homeowners were likely to make a significant purchase for their home. Things have changed. Now, just a month later, the number has dropped to 42% of homeowners.
Given the current environment, how likely are you to make a significant purchase for your home in 2020? By significant purchase, we mean a new HVAC system, new water heater, new security system, new roof or other significant home improvement.
2. Communicate with your current and past customers
Homeowners are still likely to call a home service company if they need a home repair or service issue addressed, especially if they are familiar with you.
Be sure to communicate with your current and past customers to let them know that you are available for essential services and repairs.
Given the current environment, how likely are you to call a home service company to make a repair or service a problem in your home?
If you are very familiar with a home service company (your go-to company or person), how likely are you to let them into your home to make a repair or service a problem at this time?
3. Build trust with homeowners and differentiate yourself from your competition
Not surprisingly, an emergency or needing something repaired/replaced immediately was the primary reason for a homeowner to call a home service company at this time.
The number two ranked reason for using a home service company at this time was a company taking extra safety precautions to ensure the health and safety of customers.
Highlight 24/7 emergency service and be specific about the extra steps you are taking to ensure homeowner safety. And when COVID-19 testing is more universally available, it will likely be important to regularly test home service representatives.
What, if anything, would get you to consider using a home service company at this time?
What extra health and safety precautions would need to be taken for you to consider using a home service company at this time?
4. HVAC, Water Heater, Plumbing and Electrical
These categories lead the problems that would force a homeowner to call a home service company at this time.
If something in your home broke today or needed immediate repair, what problem would force you to call a home service company?
5. It’s appropriate to promote special discounts and additional savings
Home service companies must be extremely sensitive to not come across as taking advantage of homeowners during this time of need; however, it is ok to promote special discounts and additional savings as long as you’re being sensitive to the tone in which it is being delivered.
Many home service companies are considered “essential” services during this time of need. Do you feel it is appropriate for a home service company to promote special discounts and additional savings at this time?
6. The majority of homeowners expect to be “staying home” for 2 months or longer
Approximately 80% believe that the current environment is not going to change any time soon. And it will continue to evolve. It is now more important than ever to put the customer’s needs and experience first. View this as an opportunity to build trust and loyalty.
Most states and cities throughout the country are urging people to stay home during this very uncertain time. How long do you expect this to last?
GKV HomePulse is a random sample of adults from across the country who own a home and are the primary decision maker for home service issues.
