Tech Talk: Build Your Business with Houzz

Introduction

The speaker introduces himself and Olivia, and explains that the technology is up and running for the webinar.

• The Trading Protect Talk for September has started.

• Michelle reports no sound, but the issue is resolved.

• Attendees are still streaming through.

• The speaker is in Brisbane for Zero Con.

Housekeeping and Tradepad Introduction

The speaker provides an introduction to Tradepad and gives a brief overview of what will be covered in the webinar.

Tradepad Introduction

• The speaker shares his screen to show a presentation on Tradepad.

• This is an interactive webinar, so attendees are encouraged to ask questions using the Q&A tool.

• Questions can also be asked on Facebook Live.

Housekeeping

• Please utilize the Q&A tool to ask questions during the webinar.

Introduction to TradiePad and House

In this section, the speaker introduces TradiePad as a mobile technology training organization that teaches trades and mobile field service businesses how to use technology to run their business. They also discuss House, which is a marketing tool that helps businesses expand and generate leads.

Background on TradiePad

• TradiePad is a mobile technology training organization.

• They teach trades and mobile field service businesses how to use technology to run their business.

• They specialize in helping clients understand which operational software they can use to run their business.

• Once these systems are put into place, clients become able to take on more work, put on more staff, and grow their business.

Introduction to House

• House is a marketing tool that helps businesses expand and generate leads.

• It is an app that fills the gaps once the technology platform is in place.

• It connects homeowners with professionals in the design and build industry.

• Homeowners can use it for inspiration or hire professionals for jobs.

Building Your Business Using House

In this section, Olivia from House Australia explains how businesses can build their brand using House. She covers topics such as understanding your audience, maximizing your exposure using effective photography, and branding tools like Pro Plus.

Understanding Your Audience

• House is the world's largest online community and platform for home design and renovation.

• Homeowners looking for inspiration or professionals to hire come onto the platform.

• Professionals can use it in different ways within the design and build industry.

Maximizing Exposure Using Effective Photography

• Photography is important when building your brand on House.

• High-quality photos showcase your work effectively.

• Use natural lighting whenever possible.

• Take photos from different angles to showcase your work.

Branding Tools like Pro Plus

• Pro Plus is a branding tool that allows businesses to customize their profile and stand out on House.

• It includes features such as a custom domain, priority placement in search results, and the ability to add a call-to-action button.

• It helps businesses maximize their exposure and generate leads.

House Overview

In this section, the speaker introduces House, a website and app that provides an end-to-end solution for anything in the home design space.

House's Origin Story

• The idea for House came from a husband and wife who struggled to find the right professionals and products during their own home renovation.

• They created a One-Stop shop with five different layers: service directory, photo stream, editorial (online magazine), products, and discussion forum.

• These layers are tied together with smart technology that allows for an end-to-end solution in the home design space.

Key Features of House

• The photo stream is where users spend the most time. As a professional, uploading photos to your profile can lead to additional exposure as people save those photos into their virtual scrapbooks.

• The service directory allows users to find professionals in their area based on categories such as interior designer or kitchen renovator.

• Professionals can also upload their own projects to be featured in the editorial section of House's online magazine.

• Finally, there is a discussion forum where users can ask questions and share advice related to home design.

Introduction to the Platform

The speaker introduces the platform and explains how it can be used to connect with clients and build a community.

Features of the Platform

• Clients can be found on the platform.

• Users can follow each other, like photos, and build a community.

• Profiles are available for users to showcase their work.

• Products can be uploaded to the product stream and featured on profiles.

Editorial and Advice Sections

The speaker discusses the editorial and advice sections of the platform.

Editorial Section

• In-house editorial team provides local content for inspiration.

• Talented professionals can contact editorial team to write for them.

Advice Section

• Community forum where users can post discussions, polls, events, etc.

• 40 million global users with 1.5 million in Australia alone.

• Relevant audience for showcasing work in front of active renovators.

• Hiring factors include good reviews, recommendations, experience, personality, communication skills, and organization skills.

Branding Yourself Online

The speaker talks about branding oneself online using House as well as other platforms.

Tips for Branding Yourself Online

• Always think about hiring factors when branding yourself online.

• House's audience is female-skewed and at the higher end of the market.

Understanding the Importance of Mobile Optimization

In this section, the speaker discusses the importance of mobile optimization for businesses in today's digital age.

The Significance of Mobile Optimization

• On average, people check their phones 85 times a day.

• Most people use their smartphones to research products and services.

• Businesses need to have a mobile-friendly website and social media presence to stay relevant.

• Focusing on mobile optimization can help businesses reach their target audience more effectively.

Utilizing Technology for Efficiency

• Buildertrend is a software that helps with collaboration between homeowners, builders, and subcontractors.

• This technology can improve communication and efficiency during the building process.

Tips for Creating a Standout Profile on Houzz

In this section, the speaker provides tips for creating an effective profile on Houzz.

Getting Started on Houzz

• Signing up for a profile on Houzz is free and easy.

• Storytelling is important when creating a standout profile.

Tips for Creating an Effective Profile

• Use high-quality photos to showcase your work.

• Include detailed descriptions of your services and projects.

• Respond promptly to messages from potential clients.

• Engage with other professionals in your industry through comments and discussions.

Creating a Standout Profile

In this section, the speaker discusses the importance of creating a standout profile and dedicating time to do it properly. They also offer support for setting up or refreshing profiles.

Tips for Showcasing Skills on Profiles

• A good profile should showcase skills and expertise.

• The first line of a profile can be used to show that you are an expert in your field.

• Good reviews and recommendations are important, but showcasing expertise is crucial in making hiring decisions.

Importance of Creating a Comprehensive Profile

• A comprehensive profile with contact details, reviews, projects, awards, and photos stands out against incomplete profiles.

• It's important to capture someone's attention quickly by having an impactful profile since people have only a short period of time to make hiring decisions.

Dedicate Time to Create Profiles Properly

• Setting aside time to create or refresh profiles properly is worth doing since it showcases skills and expertise.

• People often neglect their profiles due to being busy running their business. However, seeking help from platforms like House can make the process easier.

Storytelling Tips for Design Professionals

In this section, the speaker provides tips on how design professionals can improve their storytelling skills to attract potential clients.

Showcasing Skills and Passion

• Highlighting passion is important in turning a hiring decision.

• Revealing passion and personality can make a difference in attracting clients.

• Avocado Suites Design Studio is an example of showcasing personality and passion in business description.

Reveal Your Personality

• Revealing personality is important when working on personal projects like home renovations.

• Avocado Suites Design Studio is an example of showcasing personality in business description.

Categories on House Platform

• The categories on the House platform are split 50/50 between design style businesses and online tradies.

• Specific services can be added to the system, while other sections like business description can be used to showcase personality.

Tagging Images Correctly

• Tagging images correctly with appropriate styles or fittings can attract potential clients.

• Good photos that showcase your work can lead to more work opportunities.

Staying Connected with Other Professionals

• Collaboration with other professionals involved in a project can lead to more work opportunities.

Building Your Profile on Houzz

In this section, the speaker discusses the importance of being nice to other trades and staying in contact. They also talk about putting yourself in your client's shoes and using a photo of yourself as your profile picture.

Staying in Contact with Other Trades

• Being nice to other trades benefits everyone.

• The more design-focused professionals tend to have professional photographs.

• Stay in contact with other trades to get good images later.

Putting Yourself in Your Client's Shoes

• Remember that this may be your client's first time doing a project.

• Giving them a sense of relief can be a huge point of difference.

• Putting yourself in their shoes is important for online marketing and branding as well as in-person interactions.

Using a Photo of Yourself as Your Profile Picture

• People connect more with a face than with a logo.

• Upload a photo of yourself instead of just using your logo.

• This applies not just on Houzz but on any platform.

Updating Your Profile on Houzz

In this section, the speaker talks about how often you should update your profile and what kind of content you should add.

How Often to Update Your Profile

• Update it when you have something to update with.

• You don't need to spend half an hour every day on your profile.

• Adding more detail makes it easier for relevant users to find you.

What Kind of Content to Add

• Add recent photos as soon as you get them.

• Adding specific services into your text can help people find you when they search for those services.

Photos on Houzz

In this section, the speaker talks about how photos can help people find you on Houzz and what kind of photos to upload.

How Photos Help People Find You

• Adding detailed captions and putting your photos in the correct category can help the right people find you.

• It's not just about having the newest content, but also about having the most relevant and detailed content.

What Kind of Photos to Upload

• Before and after shots are popular on Houzz.

• The polished end shots that appear on the home page are not necessarily the most popular photos overall.

• Adding progress photos can be helpful as well.

Importance of Photos on Houzz

In this section, the speaker emphasizes the importance of photos on Houzz and how they can impact a user's decision to hire a professional.

Uploading Photos

• Photos are automatically added to a user's profile and photo stream when uploaded.

• High-quality photos can be a turning point for someone hiring you.

• Before and after photos are highly recommended as they resonate with users and make projects more achievable.

• The photographer network offers affordable photography services for professionals.

Editing Photos

• Adding details such as descriptions, products used, budget, room size/type, etc. can help photos appear in more relevant search results.

Posting Videos and Community Engagement

In this section, the speaker discusses how to post videos on House and how to engage with the community to get more clients.

Posting Videos on House

• You can post videos in the discussion section of your profile.

• However, you cannot view the video within your House profile.

Community Engagement

• Reviews are important for getting clients. People love reading reviews on any profile.

• You can ask a client to post a review straight from your House profile using the email button.

• Responding to negative reviews is important. It's an opportunity to explain your company and its process in a way that you can't via your business description or website.

• Before a bad review goes on your profile, it will be flagged with you. You have an opportunity to mediate between you and the reviewer before it's posted.

House Community Forum

In this section, the speaker discusses the House Community Forum and how it can be used to connect with clients and other professionals in the industry.

Using the Discussion Forum

• The discussion forum allows users to get in contact with you and see your expertise.

• Users can use the advice section to ask for help on their own projects.

• Any comment that you leave in this discussion section goes on your profile as well.

Posting Your Own Discussions

• You can post discussions about anything, such as gaining market insight or doing a quick poll.

• Professionals have used them in clever ways, like posting polls about shower heads or open kitchen plans.

Active Participants and Editorial Section

• Anyone with a House profile is technically an active member of the community.

• The number of live discussions at any point can be seen, along with answered and unanswered questions.

• The editorial team is always looking for experts to contribute to articles.

Sharing Expertise through Comments

In this section, the speaker talks about how sharing expertise through comments can benefit both professionals and homeowners.

Benefits of Commenting

• Leaving comments on others' posts shows your expertise and helps others learn from you.

• Comments also sit on your profile, giving visitors a sense of how you operate.

• You can add comments onto articles in the editorial section, keeping conversations going.

Contributing to Articles

• If you're not a writer but have something to say, you can contact the editorial team who are always looking for experts to contribute quotes or angles for pieces they're writing.

Writing Stories for Homeowners

In this section, the speaker discusses writing stories that educate homeowners about renovation processes and experiences.

Writing Stories

• Writing stories about experiences with clients or renovation processes can be educational for homeowners.

• Homeowners can learn from your expertise and gain insight into the industry.

• The editorial team is always looking for experts to contribute to articles.

Adding Photos

• You can add photos of recent projects that are similar to the trend or article being discussed.

• This helps homeowners visualize what you're talking about and see your work in action.

House - Free and Paid Options

In this section, the speaker talks about the free and paid options available on House. The free option allows users to build their brand and profile organically, while the paid option offers targeted branding to homeowners in a specific area.

Free Option

• Users can build their brand and profile organically on House for free.

• The platform offers a range of features such as photo sections, directory placement, locally targeted ads, newsletters, project match, analytics, and account management.

• Users can get an account manager who will review their personal program and analytics and provide expert advice on digital marketing and branding.

Paid Option

• The paid option is called Quad Pro Plus.

• It offers advanced features such as enhanced directory placement, locally targeted ads in the story section and newsletter, a link out to a video, byline with call-to-action button, click-through photos from one image.

• Users can target users in their area based on location.

• Account managers are also available for users who opt for the paid version.

Conclusion

In this section, the speaker concludes by summarizing what was discussed earlier. She emphasizes storytelling as an important aspect of building a connection with customers. She encourages users to showcase before-and-after photos of their work and add categories that highlight their services.

• Storytelling is crucial for building connections with customers.

• Showcase before-and-after photos of your work to attract more customers.

• Add categories that highlight your services.

Resources for Professionals

In this section, the speakers discuss various resources available to professionals on House. They mention workshops, tutorials, webinars, FAQs, support articles and tips for professionals written by the editorial team.

Available Resources

• House offers workshops or in-person events in your area to cover more about House in general.

• Short tutorials and webinars are available on the Pro center for quick recaps on how to upload photos or edit profiles.

• FAQs and support articles are also available on the Pro center.

• Tips for professionals written by the editorial team can be found on the Pro center as well.

Additional Tips and Tricks

In this section, Olivia mentions additional tips and tricks that can help professionals stand out from their competition. She also talks about newsletters that go out twice a week with cool content about trends or house tours.

Additional Tips

• Olivia shares additional tips for prose writing beyond what was discussed in the webinar.

• Newsletters go out twice a week with cool content about trends or house tours.

Cost of Pro Plus Profile

In this section, the speakers discuss the cost of a Pro Plus profile. The cost depends on categories and areas targeted.

Cost of Profile

• The cost of a Pro Plus profile starts at around $200 per month but varies depending on categories and areas targeted.

• A discussion is needed to determine business goals before deciding which options are best suited for you.

House Profile for Commercial and Industrial Sector

In this section, the speakers discuss whether a plumbing company in the commercial and industrial sector should consider having a House profile.

House Profile for Commercial and Industrial Sector

• House is more focused on residential design, but professionals who work in the commercial sector can still have a House profile to showcase their work.

• Professionals can promote their House profile on their website by using a Facebook-like icon or badge.

Best of House Awards

In this section, the speaker talks about the Best of House Awards and how they are divided into design and service categories. The awards are given based on participation in the community, and there is no need for nomination.

• The Best of House Awards take place every January.

• The awards are divided into design and service categories.

• Participation in the community is the only requirement to be considered for an award.

• There is no need for nomination or any other action to be taken.

Tips for Winning Best of House Awards

In this section, the speaker provides tips on how to increase your chances of winning a Best of House Award.

• Look out for more communication about the awards in November or December.

• Ensure that you have a house profile on the platform.

• Participate actively in the community by posting content and engaging with others.

• Provide excellent service or showcase exceptional design work to stand out from others.

Conclusion

In this section, the speaker concludes by thanking Olivia and all attendees. They encourage attendees to ask any remaining questions via email or message.

• The discussion was interactive despite some technical difficulties.

• Attendees can ask any remaining questions via email or message.

• The speaker thanks Olivia and all attendees for their participation.