Home renovation and design platform Houzz has launched Houzz Pro+, a premium locally targeted marketing programme and subscription service for home interiors professionals.
Houzz UK, the free platform for homeowners and tradepeople alike has seen its professional community triple to some 35,000 since its launch in July 2014 and using geo-targeting, Houzz Pro+ now displays a professional’s business or tradespersons profile and portfolio to homeowners in their local area. ‘Professionals’ subscribed to the service also have access to a suite of analytics tool that lets users track and analyse their exposure on Houzz with similar metrics marketers employing an organic SEO and/or Google Adwords would be familiar with.
KBB Review reported that Sharon Czapnik Down of Shandler Homes has been using Pro+ specifically for the London market and had said: “Within the first three months using Pro+, we have won two new contracts with a combined project cost of £350,000. It’s been a fantastic tool to showcase our projects and really does get to the right calibre of clientele. It’s by far the best result we’ve had with online tools.”
UK professionals from over 60 trades, including interior designers, architects, kitchen and bathroom suppliers and home builders and more can use Houzz as a business tool and to collaborate with clients and connect with homeowners looking to renovate their homes.
Houzz UK managing director Andrew Small has said: “Our goal with Houzz Pro+ local marketing programme is to deliver a service that helps professionals build their brands and increase their exposure to homeowners in their local area the way they want. Given the strong reception we’ve seen for Houzz Pro+ in London, we’re excited to roll out the service across the UK and provide professionals with another option to build their brands and attract the right clients.”
What is clear is that whilst there is a continued surge in online review sites, and verified tradespeople sites such as TrustMark, CheckaTrade and RatedPeople for example, homeowners generally research interior design projects emotionally and visually first, and then vet the tradesperson or professional for the suitability.
This approach is something which Houzz seems better positioned in offering sales leads to interiors professionals as whilst sites like TrustMark, CheckaTrade and RatedPeople offer something in the form of consumer protection, their revenues are largely based on directory listings from the tradepeople they are meant to be vetting reviews about and as such, objectivity is one thing, but so is the value for money for the interiors professionals.
It is with this it seems that Houzz has the upper hand in connecting homeowners with interiors professionals?