December 10, 2025
Hiring a Marketing Manager vs. Agency for Remodeling: Compare costs, expertise, and ROI to drive sustainable growth for your business.
Deciding how to handle marketing for your remodeling business can feel like a big project itself. You've got a few options, and each one comes with its own set of pros and cons. Should you bring someone in-house to manage things, or is it better to hand the reins over to an outside team? This article looks at Hiring a Marketing Manager vs. Agency for Remodeling to help you figure out the best path forward for your company's growth.
When you're looking to grow your remodeling business, especially if you're focused on kitchen and bathroom projects, you need a solid plan for getting good leads. It's not just about putting ads out there; it's about building a system that consistently brings in the right kind of work. You have two main paths to consider for managing your marketing: bringing someone in-house as a marketing manager or hiring an outside agency. Each has its own set of benefits and drawbacks, and the best choice for you depends on where your business is right now and where you want it to go.
Before you even think about hiring, you need to know exactly what you want to achieve. Are you aiming to double your project volume in the next year? Do you want to increase the average value of each renovation you take on? Perhaps you're looking to expand your service area or focus on higher-end custom projects. Clearly defining these goals is the first step to building an effective marketing strategy. Without specific targets, it's impossible to measure success or direct your marketing efforts effectively. For instance, if your goal is to take on more high-ticket kitchen remodels, your marketing needs to speak directly to homeowners with that budget and those aspirations. This clarity helps you determine the kind of marketing support you'll need.
Take an honest look at what you and your current team can realistically do. Do you have someone on staff with marketing experience who could potentially grow into a marketing manager role? What are your current marketing activities, and how are they performing? If your team is already stretched thin managing projects and client relations, adding marketing responsibilities might not be feasible. Consider the time and resources required to develop and execute a marketing plan. If you're relying heavily on word-of-mouth or third-party lead services and seeing a plateau, it's a strong signal that your internal capabilities might not be enough to drive the growth you desire. You need systems that work, not just random efforts.
The remodeling market isn't static. Trends change, competitor strategies evolve, and homeowner expectations shift. You need to understand who your ideal client is, what their pain points are, and how they search for remodeling services. Are you seeing more competitors with professional websites and active social media presences? Are lead costs from various platforms increasing? Staying ahead means understanding these market dynamics and adapting your approach. This might involve understanding how to position your firm as a trusted expert in a crowded field, addressing homeowner anxieties about the remodeling process, and showcasing your craftsmanship effectively. A good marketing partner will help you analyze these dynamics and adjust your strategy accordingly, potentially using digital advertising to reach new audiences.
Bringing marketing in-house with a dedicated manager can seem like a straightforward path to controlling your brand's message. You're looking to build something solid, something that truly reflects your company's values and craftsmanship. This approach allows for deep integration with your operations, meaning the person managing your marketing is right there, understanding the day-to-day flow and the nuances of your projects.
An in-house manager becomes the guardian of your brand's identity. They can immerse themselves in your company culture, learning the stories behind your best projects and the unique selling points that set you apart. This internal perspective is invaluable for creating authentic marketing content. They can translate the technical details of your remodeling work into compelling narratives that homeowners can connect with. This person will be responsible for developing and maintaining a consistent brand voice across all your communications, from website copy to social media posts. They'll also be the point person for gathering project photos and client testimonials, ensuring your portfolio accurately represents your capabilities.
With a marketing manager on staff, you gain direct oversight of daily marketing tasks. This includes managing your social media presence, responding to online inquiries, coordinating email campaigns, and updating your website. They can also oversee any outsourced tasks, like graphic design or video production, ensuring they align with your brand guidelines. This hands-on management can lead to more agile marketing efforts, allowing you to quickly adapt to market changes or capitalize on new opportunities. For instance, if a competitor launches a new service, your in-house manager can pivot your strategy promptly.
While an in-house manager offers control, scalability can become a significant hurdle. As your business grows, one person may struggle to manage an expanding marketing workload. You might find yourself needing to hire additional staff, invest in more sophisticated marketing tools, or outsource specific functions anyway. This can lead to unexpected costs and a slower growth trajectory than anticipated. It's important to consider if your current budget and projected growth can support a growing marketing team, or if you'll eventually hit a ceiling with a single individual. You'll need to think about how to allocate resources effectively, especially when faced with competing priorities. For example, should you invest in a new CRM or hire another marketing assistant? This is where understanding your marketing ecosystem becomes important.
Here's a look at potential challenges:
The decision to hire an in-house marketing manager should be weighed against the potential for rapid growth and the breadth of marketing activities required. While control is a benefit, the ability to scale effectively and access diverse skill sets needs careful consideration.
When you're looking to grow your remodeling business, especially in the kitchen and bath sector, you need marketing that really gets what you do. A general marketing agency might be okay for some businesses, but for remodelers, it's often not enough. They don't always grasp the specifics of your industry, like how long homeowners research a big kitchen project or what worries them most about living through a renovation. This is where a specialized marketing agency comes in. They're built for businesses like yours.
Think about it: would you hire a general handyman to do a complex electrical rewire? Probably not. The same logic applies to marketing. A specialized agency already understands the remodeling world. They know the typical project values, the customer's journey from initial idea to signed contract, and the common questions homeowners have. This means they can create campaigns that speak directly to potential clients' needs and concerns, right from the start. They know how to showcase your craftsmanship effectively, perhaps through before-and-after galleries that really pop, or by creating content that addresses the realities of living through a remodel – things like dust control or timeline expectations. This kind of targeted approach leads to better quality leads, people who are more serious about moving forward because the marketing has already addressed their main points.
Specialized agencies also tend to have access to and experience with the latest marketing tools and technologies. This isn't just about having fancy software; it's about using those tools to get real results. They can implement sophisticated lead tracking systems to see exactly where your best leads are coming from. They understand how to optimize service-specific landing pages for kitchens, bathrooms, or other specialties, making sure that when someone searches for a bathroom remodel, they find exactly what they need on your site. Plus, they're usually on top of review management strategies, knowing which platforms homeowners actually use when they're deciding on a contractor. This means your business looks good where it matters most.
Ultimately, the goal is more and better leads. A specialized agency can help speed this up. Because they understand your business and have proven strategies for remodelers, they can often get campaigns up and running faster than a general agency that needs a lot of time to learn your industry. They focus on generating qualified leads – those prospects who are a good fit for your services and budget. This saves you time and resources because you're not spending consultations on leads that aren't ready or a good match. They build systems designed to turn interest into appointments, and appointments into signed contracts, driving real growth for your remodeling business.
When you're looking at marketing, it's easy to see it as just another bill. But that's not the right way to think about it, especially in the remodeling business. You need to see it as an investment, something that pays you back, not just a cost that goes out the door. Let's break down what that really means for your business.
Thinking about the 'total cost' goes beyond just the monthly fee you pay. You have to consider the time you or your team will spend managing the marketing, dealing with poor communication, or fixing mistakes. A cheap agency might have a low monthly price, but if it takes you 10 hours a week to get them to do what you need, that's a significant hidden cost. That's time you could be spending on sales calls or overseeing projects. The true cost includes wasted time, missed opportunities, and the potential damage to your brand reputation.
Here’s a look at how costs can stack up:
This is where you see if your marketing dollars are actually working. It's not just about getting more leads; it's about getting good leads that turn into paying customers. You need to track things like cost per lead, how many of those leads actually become jobs, and the total revenue generated from those efforts. A marketing partner focused on results will provide clear data on your return on ad spend (ROAS) and customer lifetime value (LTV). If you're spending $3,500 a month and bringing in $35,000 in new business that month, that's a 10x return. That's an investment paying off.
You wouldn't hire a discount electrician for a high-end remodel. Don't cut corners on the engine of your growth. Invest in partner-level marketing that commands the price margin you deserve.
How much should you spend? Many established remodeling businesses put between 5-10% of their annual revenue back into marketing. If your market is really competitive, you might lean towards the higher end. If you're just starting or looking to grow fast, you might even consider 10-12%. It's not just about what you can afford; it's about what you can afford to miss out on. Think about your average project value and profit margin. What's an acceptable cost to get a new customer? Aligning your budget with specific growth targets, rather than just throwing money at random ads, is key to building a marketing system that supports your business long-term. This approach helps you build contractor marketing strategies that actually work.
Selecting the right marketing agency is a significant decision for any remodeling business aiming for engineered growth. It’s not just about finding someone to run ads; it’s about finding a partner who understands your specific market and can contribute to your long-term vision. You need an agency that can demonstrate success with businesses like yours, not just general marketing wins. Look for proven results in the remodeling sector, specifically with kitchen and bathroom projects.
When you're looking for an agency, don't settle for generalists. You need a team that speaks the language of remodeling contractors. This means they understand your sales cycle, your typical client, and the unique challenges you face in attracting homeowners. Ask for case studies that show real numbers – not just increased website traffic, but actual quote requests and closed jobs from remodeling projects. For instance, a concrete repair company saw a massive jump in quote requests after switching to a specialized partner who understood their industry. You want that kind of targeted approach.
Beyond technical skills, consider how well an agency aligns with your business strategy and how they communicate. A good agency will want to understand your overall business goals, not just your marketing objectives. They should be proactive, offering insights and recommendations based on data and market trends. Communication is key; find out who your point of contact will be and how often you can expect updates. Communication breakdowns are a common reason why agency relationships don't work out. You should feel like they are an extension of your team, working towards the same objectives. A clear communication plan, including regular reporting and defined protocols for urgent matters, is vital for a productive partnership.
Before you sign any contract, do your homework. Request detailed proposals that outline their strategy, not just a quick quote. Review their track record with remodeling businesses and talk to their team members who would actually be working on your account. Avoid lengthy contracts without clear exit clauses and ensure performance benchmarks are clearly defined. Understand who owns your marketing accounts, content, and data. This due diligence prevents costly mistakes and sets the stage for a successful, long-term relationship. A structured onboarding process, including a strategy session and a detailed audit of your current marketing, is a good sign of a professional agency ready to deliver results. This careful selection process is how you find a partner who can truly help fill your service schedule with qualified leads.
Without clear data, you're essentially renovating blind. You need to know exactly where your marketing dollars are going and what they're producing. This means setting up systems that track everything from the initial click on an ad to the final signed contract. Think of it like a detailed project log for your marketing efforts. We're talking about metrics that show you the real impact, not just vanity numbers like website visits or social media likes. You need to see how many qualified leads are coming in, where they're coming from, and what it costs to get them. This transparency is key to making smart adjustments and avoiding wasted spend.
Homeowners often take a long time to decide on a major renovation. They might see your ad, visit your website, then come back months later after talking to friends. Figuring out which marketing effort actually led to that sale can be tricky. This is where lead attribution comes in. Sophisticated tracking helps assign credit to all the touchpoints that influenced a homeowner's decision. This allows you to accurately calculate your Return on Marketing Investment (ROMI). For example, you can see if your investment in local SEO is bringing in more profitable kitchen remodel leads than your Facebook ads. Understanding this connection is vital for allocating your budget effectively.
Data isn't just for reporting; it's your roadmap for getting better. By consistently reviewing your performance metrics, you can spot trends and identify areas for improvement. Maybe your website's contact form isn't converting as well as it should, or perhaps a particular ad campaign is bringing in a lot of inquiries but few actual consultations. These insights allow you to make data-driven decisions, like tweaking ad copy, refining your targeting, or improving your website's user experience. This iterative process of measuring, analyzing, and adjusting is how you engineer sustainable growth for your remodeling business. You can use a free ROI calculator to start analyzing your marketing spend and see where you can improve.
Homeowners considering significant investments like kitchen and bathroom renovations aren't just looking for a contractor; they're seeking a partner they can rely on. Building trust and establishing your firm as an authority is paramount to securing high-quality leads and closing deals. This isn't about generic marketing; it's about engineered growth through demonstrating your credibility and expertise.
Potential clients often carry anxieties stemming from past negative experiences or stories they've heard about the remodeling industry. Your marketing must proactively address these fears. This means being transparent about your processes, timelines, and potential challenges. Showcasing your credentials, certifications, and insurance provides a baseline of security. More importantly, highlight how your systems mitigate common issues, such as clear communication protocols and detailed project management.
Homeowners are making a substantial financial and emotional commitment. Your marketing should reflect an understanding of this, offering reassurance and demonstrating a professional, organized approach that sets you apart from less reliable options.
In remodeling, seeing is believing. High-quality visuals are non-negotiable. This goes beyond simple before-and-after photos. Develop detailed project spotlights that tell the story of a renovation – the homeowner's initial problem, your innovative solution, and the stunning transformation. Use professional photography that captures the fine details of your craftsmanship. Video walkthroughs are incredibly effective for showcasing the tangible results and the quality of your work in a way static images cannot. This visual evidence is a powerful tool for building confidence and demonstrating your capabilities.
Becoming a trusted expert involves more than just completing projects well; it requires actively sharing your knowledge. Content marketing, such as blog posts detailing renovation processes, guides on material selection, or trend analyses, positions you as a knowledgeable resource. Authentic client testimonials, especially video testimonials, provide powerful social proof. Encourage clients to share their experiences, focusing on professionalism, communication, and the overall satisfaction with the outcome. Engaging with your local community through sponsorships or participation in home shows also signals stability and commitment, further solidifying your reputation as a reliable local expert. This consistent demonstration of value and reliability is key to attracting clients who are ready for significant investments and are looking for proven remodeling solutions.
Securing a steady stream of high-quality leads is the lifeblood of any remodeling business aiming for engineered growth. It’s not just about getting more inquiries; it’s about attracting the right inquiries – those homeowners who are serious, have a realistic budget, and are ready to move forward. This requires a systematic approach to both generating leads and then effectively qualifying them.
Not all leads are created equal. A lead that contacts you today might be ready for a consultation, while another might just be browsing for inspiration. Your process needs to differentiate these. This starts with defining what a "qualified" lead looks like for your business. Consider factors like project scope, budget range, timeline, and homeowner motivation. Implementing lead scoring based on engagement and behavior can help your team prioritize efforts. For instance, a homeowner who has downloaded your kitchen design guide and visited your pricing page multiple times is likely more qualified than someone who just filled out a generic contact form.
A well-defined qualification process ensures your sales team focuses their valuable time on prospects most likely to convert.
Here’s a basic framework for qualification:
There’s a direct link between the volume of leads you generate and your sales team's capacity to handle them. If your marketing efforts suddenly bring in a flood of inquiries, but your sales team is already stretched thin, many leads can fall through the cracks. This leads to wasted marketing spend and missed opportunities. It’s vital to have open communication between your marketing and sales departments.
Your marketing agency should work with you to understand your sales team's bandwidth. They can adjust campaign spend and targeting to match your capacity. For example, if your sales team is booked for consultations for the next two weeks, it might be wise to temporarily scale back on lead generation campaigns, especially those that drive immediate inquiries like Google Ads.
Consider this typical lead flow:
Homeowners often take months to decide on a major renovation. They research, gather inspiration, and budget. Your job is to stay top-of-mind throughout this entire process. This is where lead nurturing becomes critical. It’s about building a relationship and providing value over time, so when they are ready, you are their go-to contractor.
Effective lead nurturing keeps you present throughout the homeowner's journey without requiring constant manual follow-up. When the homeowner is finally ready to move forward, you’re the company they think of.
Nurturing strategies can include:
Building a remodeling business that thrives for years to come requires more than just completing projects. It means creating a marketing ecosystem that consistently brings in the right clients and supports your business as it expands. This isn't about quick fixes; it's about engineering predictable growth.
Think of your marketing not as a collection of separate tasks, but as an interconnected system. This ecosystem should work together to attract, engage, and convert potential clients. It starts with understanding your ideal customer and crafting messages that speak directly to their needs and aspirations. A well-designed system includes consistent content creation, such as blog posts showcasing recent projects and design trends, alongside social media updates that keep your brand visible. This integrated approach ensures that every marketing effort supports the others, building momentum over time. For instance, a robust content strategy, including educational blog posts and video testimonials, can drive significant increases in website traffic and qualified leads, proving that valuable content fuels measurable results [26fb].
The remodeling industry, like any other, is always changing. New design styles emerge, homeowner preferences shift, and technology advances. Your marketing strategy must be flexible enough to adapt. This means regularly reviewing your performance data to see what's working and what's not. It also involves staying informed about industry shifts and being willing to experiment with new approaches. Sustained digital growth hinges on adaptability and continuous learning. By analyzing campaign data and incorporating feedback, you can refine your outreach and expand your reach as results improve [26fb].
To become a leader in your market, your marketing needs to go beyond simply generating leads. It should focus on building trust and authority. This involves consistently showcasing your craftsmanship through high-quality photos and videos of completed projects. It also means actively managing your online reputation, encouraging satisfied clients to leave reviews. A systematic approach to review generation can turn happy clients into powerful marketing assets. Online reviews are critical; a significant percentage of consumers read them before choosing a service provider. Implementing automated systems to request reviews at the right time after project completion can simplify this process and ensure your best work is visible [391e].
When you're looking to grow your remodeling business, bringing in outside help for marketing can be a game-changer. But it's easy to stumble into common mistakes that cost you time and money. Let's talk about how to sidestep these issues.
It's tempting to jump into a contract when you're eager for more leads. However, signing too quickly without doing your homework is a major risk. You might end up with a partner who doesn't truly get the remodeling world or your specific business needs. Take your time. Ask for detailed proposals, not just quick quotes. Look at their past work, especially for other remodelers. Don't be afraid to ask for references and actually call them. This due diligence upfront saves a lot of headaches later.
Before you even talk to potential marketing managers or agencies, you need to know what you want to achieve. What does success look like for your business? Is it a specific number of qualified leads per month? A certain increase in project bookings? A target cost per lead? Without clear, measurable goals, it's impossible to know if your marketing investment is paying off. Make sure these goals are written down and agreed upon by everyone involved. This clarity is key to holding your marketing partner accountable.
Contracts can be tricky. Always read the fine print. Pay close attention to what happens if things don't work out. Are there exit clauses? What are the terms for ending the agreement? Equally important is understanding who owns your marketing accounts, your customer data, and the content created. You don't want to be locked out of your own systems or lose valuable information if you decide to switch providers. Ensure these details are clearly defined to protect your business interests.
Here are some common issues that arise from unclear contracts:
The allure of a low price tag can be deceptive. Many budget-focused marketing providers lack the specialized knowledge of the remodeling sector. This can lead to generic campaigns that don't connect with homeowners, resulting in wasted ad spend and poor-quality leads that drain your sales team's time and morale. True growth comes from strategic partnerships that understand your unique challenges and opportunities.
When working on your online projects, it's easy to run into common problems. Being aware of these potential issues can help you steer clear of them. Think of it like knowing the tricky spots on a road before you drive it. Want to learn more about how to avoid these common mistakes and keep your projects running smoothly? Visit our website for expert tips and guidance.
So, you've looked at the options: bringing on a marketing manager or partnering with an agency. It's a big decision, and honestly, there's no single right answer for everyone. But by now, you should have a clearer picture of what each path involves. Think about your company's current size, your growth ambitions, and how much time you can realistically dedicate to marketing efforts. If you're aiming for rapid, structured growth and need someone who understands the ins and outs of the remodeling world from day one, a specialized agency might be your best bet. They bring ready-made systems and industry know-how. On the other hand, if you have the resources and desire to build an in-house marketing function over time, a dedicated manager could be a great long-term investment. Whichever route you choose, remember that consistent, smart marketing is key to keeping your project pipeline full and your business thriving. Don't wait until you're desperate for work; make a plan now.
If your business wants to grow, getting more customers is key. A marketing expert knows how to reach people who need remodeling services. They can help you get more calls and projects, making your business more successful. It's like having a guide to help you find more customers when you can't find them yourself.
Hiring a marketing manager means you have one person on your team dedicated to marketing. They learn your business inside and out. An agency, on the other hand, is a whole team of experts who might know a lot about different marketing areas. Think of it like hiring a specialist doctor versus a general practitioner; both are helpful, but for different reasons.
Most remodeling businesses spend between 5% and 10% of their total earnings on marketing. If you're trying to grow quickly, aiming for the higher end, like 7% to 10%, is a good idea. This money helps pay for things like ads, websites, and getting your name out there.
Yes, you often can! Many good agencies offer a trial period, like a small project or a review of your current marketing. This lets you see how they work, if they understand your business, and what kind of results they can show you. It's a smart way to test the waters.
If you're not getting good results, it's time to look for something new. First, check if you're getting good leads and if you understand what marketing efforts are working. If not, start searching for a new partner who specializes in remodeling and can show you a clear plan for getting more business.
These agencies do a lot! They can help with your website, make sure people find you on Google (SEO), run ads, create great pictures of your work, and write content that answers homeowners' questions. They focus on getting you leads that are actually interested in your services.
A specialized agency knows your industry. They understand that remodeling projects take time and that homeowners need to trust you. They know how to show off your best work and talk about things homeowners worry about, like timelines and budgets. A general agency might not get these important details.
Don't rush into hiring someone without checking them out. Make sure you set clear goals for what you want marketing to achieve. Also, be sure you understand the contract and who owns your marketing information. Picking the right partner is a big decision, so take your time.
Your next phase of growth requires a focused strategy. Instantly quantify your potential return with our Marketing ROI Calculator.