Content king in leads generation: case study

By Christa AvampatoJanuary 26, 2015

Thanks to content created on HGTV by celebrities such as Nate Berkus and in stores such as HomeGoods, we constantly think about remodeling and redecorating our homes and workspaces. There are plenty of DIY how-tos and Pinterest boards dedicated to this craft, but many times we need or want to call in a professional — especially for big jobs.

Hiring a remodeling professional can bring a lot of anxiety-provoking questions: How do I find one? How do I know if they’re good and will get the job done in the way I want it done? How much will it cost and how will I pay for it? These fears and questions are completely valid. After all, you’re bringing someone into your home, one of your most cherished assets and investments. is here for you for all of your remodeling needs. is a free online platform with a mission to connect remodeling professionals with remodeling customers. The content they produce includes reviews, cost guides, design inspiration tools and financing options.

Here are three key ways gained traction in this fractured marketplace thanks to its compelling content and what you and your company can learn from its example:

To drive leads, be helpful to all parties recognized that it had two distinct sets of customers that needed to be brought together: remodeling professionals and people who wanted to hire remodeling professionals. Rather than serving one or the other, it serves both. Professionals can establish a presence on the site, and remodeling consumers can read reviews and take advantage of the suite of online tools mentioned above. Homeadvisor is the bridge between these two parties who previously had a difficult time finding one another on their own.

Let your experts speak for themselves, as well as for you is a platform for remodeling professionals, and it helps them build a reputation online and in the real world. It has two official spokespeople — one who is a design expert and one who is a financial expert — as well as a Speaker’s Bureau of its executives who make themselves readily available for interviews, events and speaking engagements.

Be a thought leader

In addition to its experts, also produces a quarterly trend report in the remodeling industry. It has a national version as well as local versions for the Chicago, Dallas, Boston, Denver and Sacramento markets. Regularly publishing this kind of trend report helps establish as an expert in the space that values long-term perspective and can be relied upon as a partner and collaborator for the industry.

The content of helps to ease the understandable anxiety around the notoriously fear-inducing task of remodeling. And when you help someone through difficulty by arming them with inspiration, information and connections, you’re bound to build a lead generation machine that will serve you well for years to come.

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