A short YouTube #shorts by Phil Risher explaining that most buyers (~80%) complete substantial research before contacting contractors. He lists the five topics consumers research most during the buyer's journey: cost/price, problems/fears, comparisons, reviews (good and bad), and 'best'/'top' searches. The clip frames these as the five types of content businesses should create to match buyer queries.
Questions this video answers
About 80% through the buyer's journey.
Chapters
The average buyer is about 80% through their buyer's journey. Before they reach out to a contractor, they've done a lot of research. There's five subjects that they research more than anything else. Number one is as buyers, consumers, we're obsessed with cost and price. We want to understand how much is it, what drives cost up, what drives cost down, et cetera. But budget. Number two is problems now, problems. What that is, though, is actually fears, worries, concerns. So whenever anybody is like looking at a pool, let's say there's a lot of fears and worries that they might have. Is it ugly or does it pop out of the ground or does it crack? Those are all fears. Number three is comparisons. We love to compare stuff online. The thing is, when you compare things, we want both sides of the coin. We don't want to just have biased, like why you shouldn't or why you should buy this and not buy that. Number four is reviews with reviews, though. We want to know the good, the bad and the ugly. And number five of the big five is best, best, most, top. You know, we love searching best plus a phrase online, right? Cost problems, comparisons, reviews, and best. Those are big five.
