Consumer behavior is changing

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2 INTRODUCTION Consumer behavior is changing Control/Convenience 24/7 access to information Options/Informed & Aware Can consider more options in a shorter amount of time High Expectations Extraordinary is the new ordinary

3 INTRODUCTION Traditional business models are being challenged industry after industry

4 INTRODUCTION Traditional business models are being challenged industry after industry

5 INTRODUCTION Traditional business models are being challenged industry after industry

6 INTRODUCTION The Home Services 22.4 business model is being challenged average number of resources checked prior to Home Services purchase Source: Google/Inmar Home Improvement Consumer Study, Nov 2015

7 INTRODUCTION We must reach the right customers in the right moments

8 TRUTHS Truth #1 Some moments matter more than others

9 TRUTHS But most of us aren t ready for them 2% of Home Services companies are set up to identify, deliver on, and measure moments Source: Forrester Consulting Thought Leadership Paper Commissioned By Google Moments That Matter: Intent-Rich Moments Are Critical To Winning Today s Consumer Journey July 2016

10 TRUTHS Anticipation

11 TRUTHS M households were headed by millennials 21.6M households will be headed by millennials

12 TRUTHS Today s consumers have altered paths to purchase in the home services industry Immediacy of action Acting on any stimulus, whenever we re motivated to Higher expectations For relevance and for frictionless experiences Unscripted decisions People are more loyal to the need in the moment vs. a brand

13 TRUTHS Key search themes in the Home Services industry Online search queries continue to grow for all home services Mobile search volume is growing at doubledigit rates In Q3 15, mobile search surpassed desktop search for home service queries

14 TRUTHS Home Improvements vs Home Remodeling Search Trends: 2012 to Date

15 TRUTHS Kitchen Remodeling Near Me Search Trends: 2012 to Date

16 TRUTHS Plumber Near Me Search Trends: 2012 to Date

17 TRUTHS AC Repair Near Me Search Trends: 2012 to Date

18 TRUTHS Truth #2 Intent trumps identity...immediacy trumps loyalty

19 TRUTHS 49% of Home Improvement/ Remodeling searchers are on their phone 61% 66% 66% 15% used a Search Engine went to a website sought a word-of-mouth Recommendation used a ratings and reviews website Source: The 2015 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2015 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general population sample of n=8,014 age 18+ were obtained for 2015, balanced by key demographics to the U.S. Census

20 TRUTHS Who is searching for help with Home Improvement & Remodeling? 1.2 Avg. Number of Businesses Considered for Transaction in 2015 $1464 Avg. Amount Spent per Transaction in 2015 Source: The 2015 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2015 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general population sample of n=8,014 age 18+ were obtained for 2015, balanced by key demographics to the U.S. Census

21 TRUTHS Who is searching for help with Home Improvement & Remodeling? 59% 67% did not have one company in mind when they started searching of those searching made contact, visited or purchased in the past week Source: The 2017 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2015 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general population sample of n=8,014 age 18+ were obtained for 2015, balanced by key demographics to the U.S. Census

22 TRUTHS Truth #3 We are all falling short

23 TRUTHS Social How to manage effectively at scale? Display Search Mobile Site Video Local Offers

24 TRUTHS Truth #4 You don t have to overthink it

25 TRUTHS The value of a Google Partner Time Knowledge Desire Resources

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27 EXPECTATIONS Be found on Google Mountain View Lights and Electric closes at 9pm today. Mountain View Auto Dealership

28 5 ways to grow your Home Services business with Google

29 OPPORTUNITIES Own your Google 1 My Business listing

30 OPPORTUNITIES Complete your free business listing Electricians Mountain View Electric Google My Business Be found on: Google Maps Google Search Google Assistant

31 OPPORTUNITIES Manage reviews Home Painters of Detroit 82% of online searchers say reviews are important when choosing a home services business Source: 2015 G/O Digital survey with 1,000 respondents who used online devices in the last 12 months to search for or hire a home services business in the past 12 months.

32 OPPORTUNITIES Know where your customers are Mountain View Electric 40% 1 week Of smartphone users use their smartphone to locate or call a local service business. Source: Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users. Local services such as plumbers, moving companies and home cleaning.

33 OPPORTUNITIES Reach the right prospects 2

34 OPPORTUNITIES Be there when the consumer needs you

35 OPPORTUNITIES Home Services Micro-Moments Match your targeting to the buying stage your prospective customer is in What-to-remodel moments Can-I-afford-it moments I-could-use-help moments Who-can-I-trust moments Share-the-results moments

36 OPPORTUNITIES Choose the right keywords How should I remodel? Kitchen design Bathroom ideas Modern kitchen Basement remodel Garage doors Can I afford it? Kitchen cabinets Painting kitchen cabinets Custom cabinets Cabinet refacing Replacement cabinet doors Who can I trust? Cabinet makers Cabinet installation Cabinet painters Main Street Cabinets Cabinet maker reviews Source:

37 OPPORTUNITIES Search behavior is seasonal Searches for "Wifi Thermostat" Source: Google Trends

38 OPPORTUNITIES Search behavior is evolving Searches for "Amazon Alexa" Source: Google Trends

39 OPPORTUNITIES Know what features matter to consumers today What type of paint do consumers look for? Source: Google Trends

40 OPPORTUNITIES Know what consumers in your region look for Where do people look for ductless air conditioning Source: Google Trends

41 OPPORTUNITIES Connect with the right person Demographics, Customer Match, Remarketing Customer Match Remarketing Demographic Target your high value existing clients Target people who ve been to your website Bid more for people who match your typical customer profile Source: DMEautomotive study 2014; 2015 Google/TNS Auto Shopper Study

42 OPPORTUNITIES Make ads more profitable 3

43 OPPORTUNITIES Know when consumers are most likely to look for your service Source: Google Trends

44 OPPORTUNITIES Smartphone usage peaks in the afternoon, while computer/tablet usage peaks later in the day Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, Base: Home Service Shoppers Who Used Specific Device and Researched on Weekday/Weekend (floating base: ). Q. Thinking about a typical weekday when you were Local Services planning for [COMPONENT] in the past 6 months, at which times did you use each device? Methodology Note: All participants were screened-in on category-specific service usage, use of Internet as a resource for local services and general smartphone usage.

45 OPPORTUNITIES Bid higher when your coupon mailers go out 41% consumers decide to call when they see a coupon or daily deal Source: 2015 G/O Digital survey with 1,000 respondents who used online devices in the last 12 months to search for or hire a home services business in the past 12 months.

46 OPPORTUNITIES Allocate bids more effectively AdWords Scripts seamlessly increase bids in areas where you make more profit

47 OPPORTUNITIES Track all conversions from AdWords Leads on your site Calls Visits to your showroom CRM data

48 OPPORTUNITIES Build a great mobile experience 4

49 OPPORTUNITIES 42% of home service shoppers looked for more information on their phone after seeing an ad Mountain View Plumbing Your local dealership is Mountain View Auto Bay Area Dealerships Mobile-optimize your website for a better user experience and faster load time Eliminate unnecessary steps and implement click-to-call functionality Provide alternatives to finish the transaction Design efficient forms Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, Base: Home Services Shoppers Who Recall Seeing Ads on Smartphone (219). Q. And, which of the following actions, if any, did you take as a result of seeing local services-related advertising on these devices during your [component] planning process in the past 6 months? Methodology Note: All participants were screened-in on category-specific service usage, use of Internet as a resource for local services and general smartphone usage LEASE A 2017 VEHICLE FOR $369/MO FOR 36 MONTHS

50 OPPORTUNITIES Leverage your business data Show real-time special offers when business is slow Tip: Use Ad Customizers to show the right offer every time

51 OPPORTUNITIES Drive impact with innovative ad formats 5

52 OPPORTUNITIES Use Ad Extensions To Stand Out 11 30% Different Ad Extensions Available Boost In CTR

53 OPPORTUNITIES Message Extensions 75% of Millennials prefer texting over calling Source: 2016 survey of 500 millennials by OpenMarket ( Millennials-Choose-Texting-Over-Talking-Infographic.pdf)

54 OPPORTUNITIES TrueView Video Ads 100M+ Hours of how-to video content watched on YouTube between January and May 2015 Source:

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