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 are running 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 overall how its business runs to create a seamless and efficient experience for customers. According to Microsoft’s 2017 State of Global Customer Service Report, 72 percent of respondents expect agents to already know who they are, what they’ve purchased, and have insight into 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, customers will know 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 that customers know that the company they hired is not only modern, but will also 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, as well as a clean, modern and updated website to improve the customer experience.
Things to consider:
- Improve your organic search with pest control SEO (Search Engine Optimization).
- Invest in simple SEM ( Search Engine Marketing) campaigns. Broad reaching online advertising helps to tell your brand story and develop brand recognition in your local marketplace. Start to create your narrative to customers at multiple touchpoints.
- Use interactive content and visuals to engage with your customers - like videos, infographics or quizzes.
It is also important for companies to develop a social presence. According to a Pew Research Center Survey, 88 percent of adults ages 18-29 are on at least one social media site, with 78 percent 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 as well as on 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, they are dressed professionally and are prepared to double as a sales representative – 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 and appeal to them directly. This means communicating on the channels they are on, provide 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.