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Houzz
Digital Strategies
Launched: 2009, Palo Alto
Revenue 2017: around $12 M
Value around: $4 billion
Founding 2017: $613 M
1800 employees
Available in the U.S,
Europe, Asia, Australia
55% of users in the U.S.
Company
Owler 2019. Retrieved from https://www.owler.com/company/houzz
Smith 2019. Retrieved from https://expandedramblings.com/index.php/houzz-statistics/
Carney 2014. Retrieved from https://pando.com/2014/12/19/with-rabid-demand-from-overseas-home-design-favorite-houzz-looks-to-triple-its-international-reach-in-2015/
Functions
&
Activities
Hernandez 2017. Retrieved from https://www.bluecorona.com/blog/houzz-statistics
Market
"Only company with end to end solution for home renovation & designing where people can get inspired, find a professional and shop!"
Cohan 2017. Retrieved from https://www.forbes.com/sites/petercohan/2017/09/18/houzzs-613-6-million-arsenal-targets-wayfairs-300-billion-market/amp/
without "design & renovation" focus
1. Amazon, Pinterest, wayfair
2. Porch, Angi Homeservices,
Thumback
3.Laurel & Wolf, decorist, homyze, arcbazar
focus on home services
Competitors
focus on decoration
Craft 2019. Retrieved from https://craft.co/houzz/competitors
Lunden 2019. Retrieved from https://techcrunch.com/2019/01/29/houzz-layoffs/
Owler 2019. https://www.owler.com/company/houzz
Renovating Trends U.S
HOUZZ Inc. 2019. Retrieved from http://st.hzcdn.com/static/econ/2019USHouzzAndHome.pdf
Challenges for Professionals
Frequency of spend ranges among house owners in the U.S.
HOUZZ Inc. 2019. Retrieved from http://st.hzcdn.com/static/econ/2019USHouzzAndHome.pdf
Challenges for Professionals
HOUZZ Inc. 2017. Retrieved from https://www.houzz.de/magazin/houzz-branchenreport-so-wird-das-geschaeftsjahr-2017-stsrsivw-vs~85681180
Challenges
TRUST of Professionals
Market Research
Frustration and Petition
Copyright Infringements
Discrimination
"Pinterest"-Image
Retail-Character
Nelson & Keller 2018. Retrieved from https://www.architecturaldigest.com/story/houzz-designers-petition-visual-match-ecommerce#
Olson & Studach 2018. Retrieved from https://businessofhome.com/articles/why-designers-are-so-angry-with-houzz
What are the messages of Houzz?
The way Houzz communicates with their professionals
What is Houzz telling the professionals?
What is Houzz telling the professionals?
"Homeowners are looking for you on Houzz. Build your Business with Houzz."
What does it mean
What is Houzz revealing about themselves?
How they want to appear
Two normal people from everyday life. The founders want to renovate their house and are overwhelmed by the abundance of information, sources of information and complexity of the matter
They invented Houzz to solve the problem.
Down to earth, one family, all working together
What is Houzz revealing about themselves?
Self exposure
Solution-oriented couple who try to find a solution for their problem and develop a business model out of it
What does Houzz want from the professionals?
Their plea
"Build your online presence with a professional profile on Houzz. It's easy to sign up and it's free!
Get your business noticed today by over 40 million active homeowners."
What's the relationship between Houzz and the professionals?
Relationship not at eye-level. Professionals are disregarded in comparison to the users
Houzz is mediator between the pros and private persons
Professionals are not as much valued as the users/buyers. Their work is used to sell cheaper products than they originally intended it to
Professionals are underrepresented and are not offered the same help as the users
Current Digital Strategy
P
A I D
O
W N E D
Title
E
A R N E D
M
E D I A
SEA / Google Adwords
P A I D
Google Ads used
in general
Title
No Google Ads for
specific use case
O W N E D
Website and Mobile App
Newsletter
Title
Blog
Social Media
Professional journals
App
Website
Title
Newsletter for Professionals
Newsletter for homeowners
Title
Title
Social Media
Title
Title
Professional journals
Shares
E A R N E D
P
Likes
Mentions
Title
Retweets
Press articles
"We can't make e-commerce go away, so how do we make it work for Professionals?"
Title
Liza Hausman, Houzz's Vice President of Industry Marketing
Status Quo
Targets
Title
- Pinterest-Image
- Retail-character
- Lack of communication
- Lack of appreciation
- Underrepresentation of Professionals
- Strong base of Professionals while pushing e-commerce
- Building programs and features that have a powerful impact on Professionals' business
Strategies
General optimization
Communicate the value of the Professionals
Title
More presence of Professionals at website
Integrate Professionals into slogan
More visible registration button for Professionals
Recommendation marketing
Title
Strategies
Digital Strategies
General optimization
To win new and support existing Pro's
To win new professionals
- communicate the value of the experts
- recommendation marketing
- Slogan also for experts
- more visible registration button for experts
- more presence of experts at website
- extending blog for experts
Analysis of media usage habits: targeted advertising
Podcast for professionals
SEO/SEA
Facebook, Instagram, YouTube channel for pro's (advertising and own profile)
Direct acquisition via Xing and LinkedIn
Forum for pro's (Houzz can intervene): Houzz Website but also others platforms / channels
Own landing page for pro's (with more information)
E-Mail Marketing (specifically for professionals/companies/chambers)
Users pay for a subscription and therefore Houzz undertakes the search for pro's (also NEW professionals)
Onboarding for pro's who don't know how to use the platform (immediate support via explanation video, call or chat)
One1Consulting Group
Presented by
Sophie Huhn
Isabel Bildstein
Lena Fath