How Houzz is Changing the Building Industry

by Isaac Oswalt on January 19, 2016

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For suppliers, distributors, and wholesalers in the lumber and building market who truly want to beat the competition, Houzz is a website that is changing the game forever.  As online marketing strategies continue to all but eliminate the dependence on more traditional techniques like print advertisements, word-of-mouth advertising, and other types of grass roots marketing campaigns, suppliers in the building industry are transitioning to the Internet as a way to increase brand name visibility.

Houzz:  The Facebook for the Building Products Market

At first glance, this website might appear to be an online version of Better Homes and Gardens Magazine or Architectural Digest.  Infused with beautiful imagery of exquisitely designed interiors with state-of-the-art textures, finishes, and furnishings, Houzz offers millions of different design ideas with only a few clicks of the mouse.  But who is responsible for all of these remarkable photos?  Does Houzz employ the world’s most impressive team of interior designers, architects, and building contractors?

Remarkably, it is the private suppliers of the building, construction, and design industries that post these stunning pictures on the Houzz website. And any reputable supplier knows that “a picture speaks a thousand words.”  Think of Houzz as the ultimate form of social media uniquely designed with the targeted demographic of the building industry specifically in mind.  Instead of trying to build brand name visibility on the more obscure social media platforms of Facebook, Twitter, or Pinterest, why not head over to Houzz where a guaranteed global audience of potential customers is always searching for your exact portfolio of products and services?

The Many Benefits of Houzz

As the Internet continues to take over the world, homeowners are now taking a more active role in the materials selection process.  Instead of relying on professional contractors, architects, and area suppliers to generate a list of possible design options, the property owners are now jumping online and making those decisions themselves.  As a result, it is essential for suppliers in the building products market to have a highly visible online presence simply to remain competitive. Houzz helps streamline this process by offering a package of combined user benefits that would normally require regular interactions across multiple forms of social media to achieve.

  • Besides engaging with potential customers from all over the world, Houzz is the perfect platform to make connections with other professionals in the building industry, including other suppliers, interior designers, architects, and general contractors.
  • According to The Houzz & Home Report of 2015, over 90% of the traffic on Houzz comes from current property owners who have the levels of disposable income required for extensive remodels, renovation, redecorating, or new construction projects.
    • 26% are age 45-54
    • 31% are age 55-64
    • 14% are age 65+
  • Through the creation of Houzz Ideabooks, suppliers can engage with online potential customers by posting images and information that directly relates to specific design aesthetics and new trends in the lumber and building market.
  • Engage with the Houzz community through the Discussions Forum.  Respond to design questions and offer valuable advice while simultaneously building your brand and establishing a sense of trust and authority in your field of expertise.
  • Houzz suppliers create unique profiles with contact information to encourage onsite interactions and reach new clients.
  • Meanwhile, users of the Houzz platform can also post direct comments or questions relating to the supplier’s posted images, such as, “What is the name of the granite on the kitchen countertop?”  or “Do you have those cabinets in a lighter shade of wood?” 
  • A significant benefit of Houzz in the building industry is its targeted ability to allow professionals to interact with one another. “Hey there!  I see you are in the Washington, DC area.  My client wants your tile flooring for a new apartment complex project!”
  • Use Twitter hashtags, meta tag descriptions and other standard SEO practices to help boost your online credibility with the search engines.

The possibilities are endless.   While Houzz writers, editors and other staffers often post interesting articles on current design trends from time to time, the bulk of the website’s content comes entirely from suppliers within the industry.  So, the next time that you are considering writing an article for LinkedIn in the hopes of boosting your online reputation with other professionals and potential clients within your area, consider a visit to Houzz instead.  For leaders in the building products market, nothing beats marketing your business on Houzz!

 

Create Your Profit Pipeline

Isaac Oswalt

Owner of 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. Futurist in nature, Isaac displays a deep desire to preserve the human element in today's business. Trust being the ultimate currency, his clients appreciate that "new and stronger handshakes" is a success metric in their businesses.

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