Millennials continue to be the largest generational group of home buyers, and the most active generation of buyers, for the fifth consecutive year, according to the National Association of Realtors® 2018 Home Buyer and Seller Generational Trends study. As millennials continue to become introduced to the rewards and trials of homeownership, they should also be sparking a change in the way pest control companies are looking at how they run their businesses.
In order to appeal to this new generation of residential and commercial customers, a company should take into account how it markets itself, its customer service and the overall way they run their business to create a seamless and efficient experience for customers. According to Microsoft’s 2017 State of Global Customer Service Report, 72% of respondents expect agents to already know who they are, what they’ve purchased and the basics of their previous engagements. This means that when a pest control technician enters a home or business, he or she should be prepared with personalized information for the job at hand and ensure that service is efficient, professional and convenient for the customer.
Outlined below are a few ways pest control companies can appeal to this new wave of customers through business processes, marketing materials and employee development.
Develop Seamless Business Processes
By ensuring that the right technology and tools are in place to provide quick and efficient service to customers, whether onsite at their homes or from the company’s main office, pest control operators can assure customers that they are dealing with a professional and credible business that will continually provide them with top-notch service.
TIP: Invest in a solution that has mobile capabilities so customers know that the company they hired is not only modern, but will provide a seamless customer experience with no need for excessive paperwork.
Update Your Pest Control Online Marketing Materials
Today’s consumers aren’t just searching for information on companies; they are looking for an experience that is on par with their lifestyle. In the current on-demand world, this means short, snappy and engaging content; personalized marketing that strategically targets the right consumers with relevant information; and a clean, modern website to improve the customer experience.
Things to consider:
- Improve your organic search with pest control search engine optimization (SEO) — check out our complete guide here.
- Invest in simple search engine marketing (SEM) campaigns. Broad reaching online advertising helps to tell your brand story and develop brand recognition in your local marketplace. Start creating your narrative to engage customers at multiple touchpoints.
- Use interactive content and visuals to engage with your customers – think videos, infographics and guides.
It is also important for companies to develop a social presence. According to a Pew Research Center Survey, 88% of adults ages 18-29 are on at least one social media site, including 78% of adults ages 30-49. Not only are the majority of millennials on social media, but according to PwC’s Global Consumer Insights Survey 2018, social networks are the number one choice of online media that survey respondents use to find inspiration for their purchases.
Choose and Develop the Right Employees
The people that represent a company are just as important as a company’s business processes and marketing – both on the administrative end and the service end. When pest control technicians are on a job site, it is important that they come prepared with access to customer information and important documents, are dressed professionally and are prepared to double as a sales representative by identifying the appropriate cross-sell opportunities.
TIP: Put together formalized training documentation to help keep messaging consistent across the company.
In order to maintain a high level of professionalism, provide excellent customer service and attract and retain customers, it is essential that pest control companies understand the wants and needs of this new generation of buyers in order to appeal to them directly. This means communicating on the channels they are on, providing compelling and personalized content, and making sure that all aspects of a business, whether it be pest control marketing materials or technician behavior, reflects a company’s values and purposes.