Florida isn’t one market. Competition, population and the way homes are owned change from one region to the next, and in condominium communities the person who buys the work is often a board or a management company, not the homeowner. At Riley Summers, we build Florida campaigns around the market the business actually serves and the people who buy the work there.
South Florida Home Services Markets
Dense, coastal and multilingual, South Florida is a different market to advertise in. Our approach to competing for work across all three counties.
Read more →Florida Condominiums & HOAs
Boards and managers buy much of the work in Florida communities. Our approach to getting a business onto the vendor list.
Read more →How we approach Florida markets
A campaign built for “Florida” spreads the budget across very different markets. A campaign built for the market the business serves, and for whoever makes the decision there, puts the budget where the business can win the work.
About The Author
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.