As the Coronavirus pandemic evolves, the landscape of how we do business rapidly changes. This has been especially true for the luxury home and remodeling industry — showrooms have been required to close their doors to the public, essential construction businesses are working under new social distancing guidelines, and architects and designers have been collaborating with their clients virtually.
It’s safe to say, business is anything but usual these days. And now, more than ever, it is vital to communicate exactly how your operations have or have not changed to your clients. It is also an opportunity to connect with them on a deeper level. With Facebook and Instagram usage increasing by 40% this month, it is evident that the best place to relay these messages is on social media. Not sure where to begin? We’ve put together the following tips and insights to get your social media on track and aligned with the current climate.
Share thoughtful messages from the owner
Your clients and partners want to hear from you. Take the time to write or record a thoughtful message sharing how your business has been affected, asking for their support, and letting them know you have your staff and customers’ best interest in mind. Remember, authenticity and shared experiences are what people are looking for most during this time.
https://www.instagram.com/p/B9__oSepK_z/
Communicate your availability
As we are doing our part to flatten the curve, let your audience know how they can reach you while they are staying at home.
Do you want them to call, send an email, or reach out via social? Whatever you prefer, let them know you are available and provide options for them to get in touch with your business. Stress that you are still able to offer the same level of attention and customer service as you were before, just virtually.
https://www.instagram.com/p/B-KUlZMJ5zT/
Promote virtual tours + renderings
If you have showrooms, is your company taking advantage of new technology and offering virtual tours? If yes, definitely let your audience know how they can sign up for one! You can also get really creative with how you promote these. We especially love the use of videos to highlight the showroom experience you can receive on your phone or computer.
Similarly, try promoting virtual 3D renderings of new spaces. While everyone is stuck inside, this would be a fun opportunity for them to describe their dream spaces — and once you design the room of their dreams virtually, odds are they’ll want to work with you to make it a reality!
https://www.instagram.com/p/B_AVoeSJSNV/
Highlight the team
Especially if you have a team that services clients on a normal basis, use this opportunity to feature them on your feed — trust us, people want to see them!
A few fun ideas include sharing a screenshot of a Zoom meeting, having them submit what they have been doing while socially distancing, or passing along positive messages. You could even add a fun twist by having your whole team make their favorite projects/interiors their Zoom background before taking the screenshot!
https://www.instagram.com/p/B-PdLnhp4B9/
Spotlight past projects and products
Yes, you can absolutely still highlight your work and products on social media. However, it is important that your copy is both sensitive and relatable to the current climate. Here are some great examples:
https://www.instagram.com/p/B-7yYvbp0wU/
https://www.instagram.com/p/B-2A8G_Jc_X/
Show your community some love
Find the silver lining and bring some positivity to people’s feed. Along with promoting your own business, give shoutouts to local businesses in your area, share community articles of people doing good, and thank those on the front lines. Now, more than even, your followers are looking for a much-needed break from the news. Remember, we’re all in this together, and this is your opportunity to help lift them up.
https://www.instagram.com/p/B_AkfpEJZ2T/
https://www.instagram.com/p/B-saO3Xpl_p/
Host virtual events or go live
Within one week of the start of the pandemic, Instagram Live and Facebook Live usage doubled! Connect with your audience by answering questions live or putting together a panel to discuss an industry topic.
#MMProTip — Zoom has a great integration with Facebook Live!
Sell gift cards
A great way to increase sales at the moment, is to sell gift cards that people can use for future remodeling projects. You can update your Facebook button to a “Shop Now” call to action and promote the sale on all channels. Consider offering discounted gift cards now or giveaways to get more engagement! This will also give you a much-needed boost when your showrooms reopen and people begin to return to investing in more remodeling projects.
https://www.instagram.com/p/B-unZ-pprX5/
Do some fun posts!
While everyone’s cooped up in their homes, it’s important to do some fun posts to engage your audience, and you can absolutely make them relevant to the remodeling industry. You can base them on the trending meme below, but replace the choices with four of your own favorite projects of different styles. Or, do a “this or that” series with two projects with very different vibes. Get creative and have fun with it!
Metter Media is a Boston-based social media agency that runs the social media for more than 50 businesses of all types. We are offering free consultations during COVID-19. You can reach us at info@mettermedia.com to set one up.
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