The way people shop for fence services has changed a lot in recent years. Millennials (born 1981–1996) and Gen Z (born 1997–2012) are now major players in the home improvement market. Understanding how these younger generations find and choose fence contractors can help your business stand out and grow.
This blog will break down their shopping habits in simple terms. We’ll share practical tips to connect with these tech-savvy customers. Let’s dive in and explore how to win their business!
Why Millennials and Gen Z Matter for Fence Contractors
Millennials and Gen Z make up a huge chunk of today’s homeowners and renters. Many are buying homes, upgrading properties, or managing rentals. They’re also more likely to research online before making decisions.
These generations value convenience, transparency, and quality. They don’t just pick the first contractor they find. They compare options, read reviews, and check social media.
To succeed, fence contractors need to meet these customers where they are—online. Let’s look at the key ways they shop for fence services.
They Start with Online Searches
Most Millennials and Gen Z start their search for fence services on Google. They type in terms like “fence contractors near me” or “best fencing companies.” This means your website needs to show up high in search results.
Search engine optimization (SEO) is critical here. A well-optimized website with clear information about your services can make a big difference. Include keywords like “fence installation” or “fence repair” on your site.
Local SEO is even more important. These generations often add “near me” to their searches, so your business must appear in local results. Claim your Google Business Profile and keep it updated with photos, hours, and contact info.
They Trust Online Reviews
Millennials and Gen Z rely heavily on reviews before choosing a contractor. They check Google, Yelp, or even social media for feedback from past customers. Positive reviews build trust and make them more likely to pick you.
Encourage happy customers to leave reviews. Make it easy by sending them a direct link to your Google Business Profile. Respond to all reviews—good or bad—to show you care about customer satisfaction.
Negative reviews happen. Handle them professionally by addressing concerns and offering solutions. This shows potential clients you’re reliable and responsive.
Social Media Is a Game-Changer
These younger generations spend a lot of time on platforms like Instagram, Facebook, and TikTok. They don’t just use social media for fun—they use it to research businesses. A strong social media presence can set you apart from competitors.
Post photos of your completed fence projects. Share quick videos showing your team at work or explaining different fence materials. Use hashtags like #FenceInstallation or #BackyardUpgrade to reach more people.
Facebook Ads are a great way to target local homeowners. You can focus on specific age groups, like Millennials or Gen Z, and show them ads for your services. Keep the ads short, visually appealing, and clear about what you offer.
They Want a User-Friendly Website
A clunky, outdated website can turn away younger customers. Millennials and Gen Z expect websites that are easy to navigate and mobile-friendly. If your site takes too long to load or looks bad on their phones, they’ll move on.
Your website should clearly explain your services, pricing, and service areas. Include a contact form or a “Get a Quote” button that’s easy to find. Add high-quality photos of your work to grab their attention.
Make sure your site is fast and secure. A slow or unsafe website can hurt your credibility. Work with a web design expert to create a site that looks professional and works well.
They Value Transparency
Younger generations want to know exactly what they’re getting. Be upfront about your pricing, timelines, and the types of fences you offer. Hidden costs or vague answers can make them lose trust.
Create a pricing page on your website with clear ranges for different fence types, like wood, vinyl, or chain-link. Explain what factors affect the cost, such as size or materials. This helps them feel confident in choosing you.
If you offer free estimates, promote that clearly. Make it easy for them to request a quote online or by phone. Quick responses to inquiries show you’re serious about their business.
They Prefer Digital Communication
Millennials and Gen Z often prefer texting or emailing over phone calls. They want quick, convenient ways to get in touch. Offer multiple contact options, like a contact form, email, or even a chatbot on your website.
Respond to inquiries within 24 hours. If you take too long, they’ll move on to another contractor. Set up automated replies to let them know you’ve received their message and will follow up soon.
Some fence companies use apps like WhatsApp for customer communication. This can be a great way to share project updates or answer quick questions.
They Care About Sustainability
Many Millennials and Gen Z prioritize eco-friendly options. They may ask about sustainable materials, like recycled vinyl or responsibly sourced wood. Highlight any green practices your business uses.
For example, if you offer eco-friendly fence materials, mention it on your website and social media. Explain how these options benefit the environment. This can attract customers who value sustainability.
You don’t need to overhaul your business to be eco-friendly. Even small steps, like recycling old fence materials, can make a difference. Share these efforts to connect with younger customers.
They Want Visual Proof of Your Work
Photos and videos are huge for Millennials and Gen Z. They want to see examples of your work before they hire you. A gallery of completed projects can make your business look professional and trustworthy.
Create a portfolio section on your website. Include before-and-after photos of fence installations. Short videos on Instagram or TikTok showing your process can also grab their attention.
If you’ve worked on unique projects, like custom gates or decorative fences, show them off. Visuals help younger customers picture what you can do for them.
How to Reach Millennials and Gen Z: Key Strategies
To summarize, here are the top ways to attract these younger generations to your fence business:
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Optimize Your Website for Search: Use SEO and local SEO to rank higher on Google.
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Get More Reviews: Encourage happy customers to leave positive feedback online.
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Be Active on Social Media: Post regularly on platforms like Instagram and Facebook.
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Run Targeted Ads: Use Facebook or Google Ads to reach local Millennials and Gen Z.
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Offer Clear Pricing: Be transparent about costs and services.
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Communicate Digitally: Provide easy ways to contact you, like email or text.
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Showcase Your Work: Share photos and videos of completed projects.
Comparison: Traditional vs. Millennial/Gen Z Shopping Habits
|
Aspect |
Traditional Shoppers |
Millennials & Gen Z |
|---|---|---|
|
Search Method |
Yellow Pages, word of mouth |
Google, social media |
|
Reviews |
Ask friends or neighbors |
Check Google, Yelp, social media |
|
Communication |
Phone calls, in-person |
Text, email, online forms |
|
Decision Factors |
Price, local reputation |
Reviews, visuals, transparency |
|
Eco-Friendly Focus |
Less concern |
Prefer sustainable materials |
Tips to Stay Competitive
The fence industry is competitive, and younger customers have plenty of options. Here are a few extra tips to stay ahead:
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Update Your Google Business Profile: Add new photos and respond to reviews regularly.
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Post Consistently on Social Media: Share at least 2–3 posts per week to stay visible.
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Use Video Content: Short videos on TikTok or Instagram Reels can go viral and attract attention.
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Offer Promotions: Discounts or seasonal offers can grab their interest.
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Track Your Results: Use tools like Google Analytics to see what’s working on your website.
Why Work with a Marketing Agency Like FenceWebs?
Marketing to Millennials and Gen Z can feel overwhelming, especially if you’re busy running your fence business. That’s where a specialized agency like FenceWebs comes in. We’ve been helping fence contractors grow for over five years.
We offer services tailored to your needs, including website design, SEO, local SEO, Google Business Profile optimization, Facebook Ads, and Google Ads. Our team knows how to make your business stand out to younger customers.
With FenceWebs, you get a partner who understands the fence industry and the unique needs of Millennials and Gen Z. We keep things simple and effective, so you can focus on building great fences.
Final Thoughts
Millennials and Gen Z are changing how fence services are shopped for. They rely on online searches, reviews, and social media to make decisions. They value transparency, digital communication, and eco-friendly options.
By optimizing your online presence and showcasing your work, you can connect with these younger customers. A strong website, active social media, and great reviews are key to winning their business.
Ready to take your fence company to the next level? Contact FenceWebs today to learn how we can help you attract more Millennials and Gen Z customers. Let’s build a marketing plan that works for you!
