Neighborly’s Top 3 Initiatives & How You Can Help

There’s a lot happening with Neighborly! Driving toward our vision to be “as loved and needed for delivering home services as Amazon is for delivering products,” the Neighborly team recently kicked off three key initiatives. Keep reading for the latest info!

1. Neighborly Website 2.0

The newly-improved GetNeighborly.com platform is set to release this month, with GetNeighbourly.ca shortly following.

Key enhancements include:

  • Customers can use natural, everyday language in their searches, rather than selecting from a prescribed list of categories, making it easier for them to find what they need
  • New informational pages about our brands and popular services will be added to speed up connection with services
  • A clear, call to action added at every touchpoint for site visitors will increase lead conversion
  • The Call-a-Neighbor (Neighborly call center) number will be displayed to offer one more way for customers to connect quickly with our brands
  • More localization, such as areas served, will be added to the Pro Pages to provide a tailored experience to site guests
  • Enhanced consumer profiles that enable customers to quickly look up all pros in their area, request services, set home maintenance reminders, and view service history.
2. Neighborly Magnet Mailer Campaign

We’re happy to report that 1 million direct mail pieces arrived in homes, as of November 12. Each of these pieces included a magnet that highlighted every brand present within the market where the customer lives. As of right now, markets with 10, 11, and 12 brands have received the mailer, and there’s still more to do! We’ve paused for the holidays and will resume mailings after the new year for those customers in markets with three or more brands. That volume reflects about 700,000 more people who will receive a magnet mailer in first quarter, 2019.

As a reminder, here are key takeaways about this national magnet campaign:

  • Multi-brand customers are valuable to you. In fact, our data shows that they spend 4.5x more with you than a customer who uses only one brand.
  • Co-branded magnets work! The 2016 magnet mailer test in the Dallas/Ft Worth market produced a 6.6 percent response rate, which is more than 6x above the typical benchmark for direct mail.
  • We are targeting existing customers who have purchased any Neighborly service within a recent 24-month timeframe.
  • We will be executing separate campaigns for the remaining franchisees in markets with one or two brands in first quarter, 2019, along with a campaign in Canadian markets during second quarter, 2019.
3. Call-a-Neighbor

We’re super pleased about the October launch of Call-a-Neighbor, the new Neighborly call center experience! By adding call center support to the Neighborly platform, we can capture more opportunities to schedule services in U.S. markets. We will review extending this experience to Canada in the future.

The experience is seamless for our customers, and ties into the existing call center systems most of our brands use today. Call-a-Neighbor representatives help callers identify one or more home maintenance needs. Using pre-approved call scripts for each brand, the lead is guided through appropriate channels, and the franchisee then responds.

What Each Franchisee Can Do... Right Now!

Individual owners can take certain steps to make Neighborly part of day to day business. Take advantage of these quick wins.

  1. Vehicles - Let customers know you're a Neighborly company with vehicle branding through our network of trusted providers. Imagine the reach you create in your market if all concepts in your area display the latest vehicle logos. You can do your part by adding decals on existing service vehicles or updated wraps for new vehicles.
  2. Magnets - Magnets are proven for their longevity and effectiveness with lead generation. Give Neighborly magnets to your technicians to use as leave-behinds for every service call.
  3. Customer data - Collect accurate addresses, cell phone numbers and email addresses. Every household served has repeat customer potential with your concept or multiple concepts in your area.
The Neighborly team is intensely focused on supporting franchisees in reaching more customers. Feel free to send any questions or concerns to us at Questions@nbly.com.

Topics: Neighborly update


Derrick Biggs, Neighborly® Brand Manager

Derrick Biggs, Neighborly® Brand Manager

Derrick is the brand manager for Neighborly. He is a former Captain in the US Air Force and holds a brand and marketing strategy MBA from the University of Minnesota. His experience spans over 16 years in leadership, marketing, operations innovation, and customer service.

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