When Extreme Weather Happens, Consumers and Local Businesses Rely on YP

extreme weather, roof repair, power outage, Michigan storm, Detroit, YP, local business
Posted by: Barrie Rosen – Executive Director, B2B Communications

As many people across country have recently come face-to-face with extreme weather, we have been reminded once again that, in times of need, consumers rely heavily on YP℠, The Real Yellow Pages® to find local businesses that can help them save the day.

In early March, powerful winds knocked out power to more than 800,000 customers in Southeast Michigan, including the Detroit metropolitan area – a storm the state’s governor called “the largest combined statewide” power outage event in Michigan history. Many residents were left in the dark for hours while thousands of homes were impacted by all sorts of weather-related damage.

People across the state wasted no time and immediately flocked to yp.com and The Real Yellow Pages print book to search for contractors who could quickly come to their aid. And, as you would expect, local businesses in the home services industry saw a huge spike in leads. According to internal data, contractors – roofers, handymen, and other home services providers – in the region experienced a 369 percent increase in leads on the day of the storm and a 675 percent increase the day after. One contractor, for example, averaged 60 leads during the storm – a whopping 489 percent increase.

This is proof that YP’s print and digital solutions work effectively to connect local consumers with local businesses – especially when there’s a major emergency. After the blackout, for example, roofing contractor searches in the Metro Detroit area were up 859 percent on yp.com and 853 percent on mobile web, respectively, from the previous week while electric company searches rose 689 percent on the web and 194 percent on mobile web, respectively, in the same timeframe.

This closely mirrors a trend we saw when Hurricane Matthew hammered the coasts of Florida, Georgia, South Carolina, and North Carolina in October. During that time, we saw a 57 percent year-over-year increase in calls to local home services businesses via tracked ads.

For more than 130 years, consumers and local businesses have relied on YP for trusted information when they need it most – whether it’s searching for a home repair service, finding an urgent care center, or calling a plumber to fix a leaky sink. We’re proud of the work we do to help connect ready-to-buy consumers to ready-to-help local businesses. Download the YP app today.


Photo Credit: Adobe Stock (standard license)

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