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Inspiration
Knowledge
10 Feb 25
The role of PR in capturing the home improvement market
In today’s competitive home improvement industry, businesses must go beyond traditional marketing tactics to stand out. Public Relations (PR) offers a powerful way to build trust, generate visibility, and drive sales. Our “Homes Unhooked 2023-2024” report reveals key insights into consumer behaviour, highlighting how PR can help businesses capitalise on opportunities in this market.
Digital and in-person experiences
Our research showed that while 60% of consumers prefer to research home products online, 64% still want to see items in person before purchasing. This dual preference underscores the importance of a balanced PR strategy that bridges digital and physical touchpoints.
Key PR and marketing insights for home brands
- Consumer decision-making:
- 54% rely on reviews and testimonials during the research and buying process
- A significant percentage seek expert advice from architects, designers, and retailers
- Influence of local and trusted businesses:
- More than 51% of shoppers prioritise supporting local businesses, emphasising the importance of regional PR campaigns
- Blending online and offline:
- Showroom experiences, in-store events, and local media coverage can complement digital PR strategies, creating a seamless journey for customers.
Crafting a comprehensive PR strategy
Here’s how PR can help your business thrive in the home improvement market:
- Strengthen your reputation: Use customer testimonials, case studies, and awards to build credibility
- Engage with local media: Regional coverage can connect you with target audiences who want to support local businesses
- Enhance digital visibility: Content for your website, blogs, social media channels and online media outlets will help potential customers find you, as well as help you rank for key search terms
Telling your story through PR
Consumers crave more than product specifications; they want stories that resonate. PR can highlight the expertise, quality, and innovation behind your brand through:
- Compelling content: Blogs, videos, and articles showcasing your products’ benefits
- Influencer collaborations: Partnering with trusted voices in the home sector to amplify your message
- Event-based PR: Hosting workshops, design showcases, or in-store demonstrations
Real results with strategic PR
With PR, your business can turn consumer preferences into actionable strategies that drive results. Whether it’s enhancing your online presence, creating engaging in-person experiences, or securing media coverage, the opportunities are vast.
At Unhooked Communications, we specialise in developing and implementing PR campaigns tailored to the home improvement industry. Contact us today to learn how we can help your brand capture the attention of your target audience and grow your business.