Ultimate Custom Closet Marketing Plan For 2025

If you’re a custom closet company looking to increase your sales and keep your schedules full, this guide will walk you through a complete marketing strategy. We recently worked with a custom closet business and helped them increase their estimate requests by 50% in just eight months—100 additional leads directly into their CRM.

Here’s exactly how we did it, so you can replicate these tactics for your own business.

The Phlash Customer Journey: Three Pillars of Marketing Success

Our marketing framework is built around three key pillars:

1. Visibility – Getting in front of potential customers.
2. Conversions – Turning visitors into leads.
3. Retargeting – Nurturing leads and past customers to generate more business.

Let’s break down each pillar and show you the exact strategies you can implement today.

Pillar 1: Visibility

To get more customers, you need to be seen where they’re searching. For custom closet companies, this means focusing on organic search (SEO) and paid ads.

Organic Search Optimization

When someone searches for “custom closets” in their city, they’ll see three main sections in the search results:

1. Google Search Ads – Paid results at the top.
2. Google Business Profile (GBP) Listings – The “map pack” showcasing local businesses.
3. Organic Website Rankings – Websites that rank based on SEO.

How to Improve Your Google Business Profile Ranking:

• Business Name: Google favors businesses with relevant keywords in their name. If “closets” isn’t in your company’s name, it may be harder to rank.
• Reviews: The more 5-star reviews you have, the better your chances of appearing in top search results. If competitors have 200+ reviews and you have 20, focus on review generation.
• Proximity: Google prioritizes businesses that are physically closer to the searcher. If you’re in a competitive market, leveraging strong SEO practices can help you expand your reach.

On-Site SEO (Website Optimization) Your website must be optimized for local searches. Here’s what to include:

• Title Tags: Example – “Custom Closet Design & Installation | [Your City]”
• Meta Descriptions: A compelling description featuring your service and location.
• H1 Headings: Clearly state the service and city (e.g., “Custom Closets in [Your City]”).
• Location Pages: Create pages for each city you serve to rank in multiple locations.
• Service Pages: Have individual pages for services like pantries, home offices, and Murphy beds to rank for those keywords too.

Paid Advertising: Google Ads & Facebook Ads

Google Ads can be a black hole for money if not managed properly. To ensure a positive return on ad spend (ROAS), follow these steps:

• Set Up Ad Spend Reporting – Track all ad sources (Google, Facebook, Instagram, Yelp) and connect them to your CRM.
• Use Dedicated Landing Pages – Avoid sending paid traffic to your homepage. Instead, direct visitors to specific landing pages with clear calls to action.
• Track Phone Calls & Forms – Implement tracking numbers and tagged contact forms to attribute leads to the correct ad source.
• Audit ROAS Monthly – Compare ad spend to actual revenue generated from those leads to adjust budget allocation effectively.

Social media, especially Facebook and Instagram ads, can be powerful for custom closets. Use high-quality before-and-after images, transformation videos, and carousel ads showcasing different project types. To spy on competitors’ ads, use Facebook’s Ad Library to see what other companies are running and gain inspiration for your own campaigns.

Pillar 2: Conversions

Generating website traffic is great, but converting visitors into leads is the real goal.

Conversion Optimization Strategies:

• Add a Chat Widget – Live chat makes it easy for visitors to get quick answers.
• Use Popup Promotions – Offer incentives like “Get 10% Off Your First Order” or “Claim Your Free Custom Closet Design.”
• Online Scheduling – Implement tools like Calendly so customers can easily book a consultation.
• Follow-Up Sequences – Implement a 21-day email and SMS follow-up sequence to nurture leads. This strategy helped one of our HVAC clients increase their close rate from 46% to 58%.

Pillar 3: Retargeting

Retargeting brings potential and past customers back into the funnel. Most companies ignore this step and leave money on the table.

Key Retargeting Strategies:

• Email Marketing to Past Clients – Cross-sell additional services like home office design or garage storage solutions.
• Facebook & Google Retargeting Ads – Show targeted ads to website visitors who didn’t convert the first time.
• Referral Partnerships – Build relationships with painters, kitchen remodelers, and interior designers to exchange leads.

Real-World Success Story

By implementing these strategies, our client saw back-to-back record revenue months. In fact, they had to pause ads because they couldn’t handle the surge in demand! Leads increased by 71% in the last month alone.

Get a Free Marketing Audit

Want to see how this playbook can work for your business? We offer free marketing audits to identify gaps and opportunities in your current strategy.

Click here and grow your business today!