How to Use Curb Appeal to Grow Local Sales
Have you coveredall ofyour marketing bases? Marketing extends beyond print, digital, and in-store displays. The exterior of your brick-and-mortar location is a vital part of your entire marketing operation, specifically, curb appeal.
Curb appeal refers to exterior elements of your location, from landscaping to parking lot maintenance. Your curb appeal must be relevant. Not only should you invest in exterior maintenance, but you also need the right signage, facade design, and atmosphere to stand out in a local marketplace.
Excellent curb appeal directs precious foot traffic right to your door while attracting online visitors through social media and Google Business Profiles.
Discover more ways to grow your customer base through curb appeal.
Audit Your Curb Appeal
The first step in a complete curb appeal strategy is to inspect your current curb appeal for strengths and areas of improvement.
This step should also include an audit of customer reviews and general feedback about your current curb appeal. For example, are customers happy with the parking lot, or have they mentioned cracks in the asphalt? Respondbyinvesting in parking lot maintenance.
Walk or drive past your location as if you were a first-time visitor. What is your immediate impression?What are some possible signs that would prevent you fromtaking a lookinside?
Does the storefront or establishment stand out, or is it easy to miss? Consider adding a pop of color to your facade by installing exterior Flower Window Boxes or cement flower urns. Invest in a fresh coat of exterior paint or new siding.
Make adata-drivenchecklist of improvements, including:
- Landscaping
- Door painting
- Window replacements
- New Signage
- Exterior lighting
- Awnings
- Outdoor waiting areas
If your company is planning a rebrand, include necessary exterior changes for thatobjectivein your plan. Industrial manufacturers seeking financing for machinery upgrades can partner with an SBA Loan Business Plan Writer to secure funding and ensure sustainable operations.
Create a Curb Appeal Budget
Curb appeal improvements are necessary. Prioritize them in your maintenance budget, starting with the most pressing concerns, such as broken outdoor lighting systems, foundation crumbling, or broken parking lot curb stops. Next, focus on enhancements that can increase engagement rates, like window decal ads for new product specials.
Account for any possible unforeseen curb appeal costs in your budget, including old exterior speakers, tree removal, or other outdoor equipment that needs replacing.
Point to Keep In Mind
Consider the costs ofpreparing forcurb appeal enhancements. For example, before adding a new coat of exterior paint, your building will need a good power wash first. Some plant and tree removal may be necessary for new installations.
Choose exterior paint colors that are consistent with your company’s brand colors. Curb appeal is part of your overall brand identity. Even your landscaping should reflect the character of your brand.
Keep digital media in mind, too. You want your curb appeal to make an impact through photos and videos, and not just through professional photos; customers create user-generated content (UGC) every time they upload a photo of your business to their social media or to Google reviews. Local businesses often align growth plans with insights from a Bank Business Plan.
Refresh Your Curb Appeal
Curb appeal strategyisn’ta one-time job. Maintain your curb appeal and update it periodically tomaintaingreat customer feedback. Measure your curb appeal strategy against engagement KPIs to ensureit’sdesigned to attract andretainloyal clientele.