For appliance stores

Premium kitchens, full install, ten-year warranty. Stop losing the brief to The Good Guys.

In-House is your AI marketing site. It actually wins the kitchen-package brief: ships your Miele and V-Zug premium-brand pages, runs the 'kitchen-package install [suburb]' and 'commercial appliance [city]' Google Ads, posts the showroom-to-install handover Reels and the 10-year warranty registration walkthrough.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$2,500 to $4,000 / mo

Slow. Expensive. Removed from your business.

You get a Harvey-Norman-lookalike Shopify theme refresh, a quarterly Google Ads report dominated by Samsung and LG keywords, and a contact who has never walked a kitchen designer through a V-Zug spec sheet or quoted a full Miele package against a Bosch alternative. Meanwhile Appliances Online underbids you on every 'cheap dishwasher' search and the $25k kitchen-package customer who'd give you a 10-year repeat relationship walks down the road to e+s.

DIY tools

$120 to $250 / mo + your evenings

Cheap, but it just hands you a dashboard.

Shopify, Google Ads, Mailchimp, Canva, and a Meta account you stopped checking the week of the EOFY sale. Cheap, but you quote the kitchen-package at the showroom desk till 7pm and the install-partnership referral page that would land you the kitchen-designer pipeline never gets written, and Appliances Online keeps eating your dishwasher walk-in customers with a $50 cheaper price and free freight.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team writes the captions, ships a page per premium brand (Miele, V-Zug, Bosch, Asko, Fisher and Paykel, Smeg) and per kitchen-package configuration, runs the 'kitchen-package install [suburb]' and 'commercial appliance [city]' Google Ads, and posts the showroom-to-install handover Reels. You quote, you install, you approve the week.

The chains have the recall. You have the install partnership and the V-Zug spec sheet.

The reality

Independent appliance stores compete on a battlefield owned by names with national TV spend on every grand-final weekend: Harvey Norman, The Good Guys, JB Hi-Fi and Bing Lee for the high-street walk-in, Appliances Online for the freight-it-tomorrow online customer, and the premium chains (Winning Appliances, Designer Appliances, e+s, Hart and Co) chasing the same kitchen-designer referral you want. You can't outspend any of them and you can't undercut Appliances Online on a Samsung freezer. What you can do is own the suburb on local search, build a page per premium brand you actually stock (Miele, V-Zug, Bosch, Asko, Fisher and Paykel, Smeg, Falcon), and dominate the kitchen-package-install brief the chains structurally cannot service because their delivery model stops at the front door. The independents that grow treat the chains as background noise and the new-build customer who walks in with a kitchen plan as a 10-year warranty-and-repair relationship they've already won.

What good looks like

Good appliance-store marketing is three things, in this order: a premium-brand page library that ranks for the high-intent stockist searches the chains list with a wait time ('Miele stockist [city]', 'V-Zug Australia [suburb]', 'Asko dishwasher [suburb]', 'Falcon range cooker [city]'), each with the current floor models, a kitchen-package-bundle calculator, an install-included price and a 10-year extended warranty option; a kitchen-designer trade-partnership page with the referral programme, the trade-discount tiers and a 'specify with us' applications form; and a Google Ads campaign on 'kitchen-package install [suburb]', '[premium brand] stockist [city]' and 'commercial appliance [city]' that skips the broad 'dishwasher' bids Appliances Online will outbid you on. Add a Smart-Home install service for the new-build kitchen and an AAIA member badge and you've built a moat the chains structurally cannot replicate.

Harvey Norman, The Good Guys and Appliances Online own the broad search

The chains have national catalogue spend, weekly EOFY-style promos and an online operation that can drop your dishwasher SKU by $80 in an afternoon. You can't beat them on a single appliance price. You can beat them on the full kitchen package, the install service and the brands they don't carry.

Miele, V-Zug and Asko are your moat

Miele, V-Zug, Bosch, Asko, Falcon, Smeg, Fisher and Paykel premium series: every premium brand on your floor is a search Harvey Norman lists with a 5-week wait. None of those brand names are anywhere on your home page, your category nav, or surfaced cleanly on your Google Business Profile.

Kitchen-designer referrals are 60% of your margin and 0% of your marketing

The full kitchen-package install (oven, cooktop, dishwasher, rangehood, sometimes the whole laundry) is your highest-margin work. It comes from kitchen designers, cabinet-makers and architects you've quietly built a referral pipeline with. None of that pipeline lives anywhere on your website, so the next designer with a project never finds you.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a appliance store sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourbusiness.com.au/miele-kitchen-package-mosman

yourbusiness.com.au/miele-kitchen-package-mosman

New premium-brand kitchen-package landing page: 'Miele Generation 7000 kitchen package, fully installed in Mosman' H1, the four-piece bundle (oven, induction cooktop, dishwasher, rangehood) with the install-included price, a 10-year extended-warranty add-on, a kitchen-designer trade-discount enquiry form, and schema marking the page as a Miele Authorised Dealer service. Indexed in 48 hours, ranking page 1 for 'Miele kitchen package Mosman' inside a fortnight.

One page per premium brand and package configuration

Advertising Agent

Live · Google Ads · premium-brand and install-bundle targeting

Ad · yourbusiness.com.au

Miele Kitchen Package · Fully Installed · Mosman

Generation 7000 oven, induction cooktop, integrated dishwasher, rangehood. Full install by our Miele-trained team, old-appliance disposal included, 10-year extended warranty available. Skip the Harvey Norman wait list.

Skips the broad 'dishwasher' bids Appliances Online will undercut you on

SEO Agent

Auto-applied · approval rules

Google Business Profile rebuilt around premium brands and install services

 Services list expanded from 5 to 26 (Miele Authorised Dealer, V-Zug stockist, Bosch, Asko, Fisher and Paykel, Smeg, Falcon, kitchen-package install, commercial-appliance install, old-appliance disposal, warranty registration, kitchen-designer trade discount, restaurant and cafe trade account, Smart-Home install, 10-year extended-warranty programme, +11 more), 'wheelchair accessible entrance' attribute added, primary category corrected from 'Electronics Store' to 'Appliance Store', AAIA membership posted to the profile. 

Live in your profile within the hour

Your direct line

Email Sam from the install. The trade pipeline starts compounding.

Sam is your AI Account Lead. Email Sam a Reel from an install handover, a new premium brand you've signed, a kitchen-designer trade visit, a commercial cafe fit-out you've quoted. Sam briefs the agents, drafts land in your inbox, two taps to approve, the team ships it.

A Reel from a kitchen-package install handover A new premium brand or authorised-dealer status to push A kitchen-designer or architect trade visit to feature A commercial cafe or restaurant fit-out to post A bad review you need a hand replying to

Mail

From you@yourbusiness.com.au · To sam.walker@use-ih.com

New brand: just signed V-Zug as an authorised dealer, training starts next month

Hey Sam, just signed V-Zug as an authorised dealer, install training for the team starts next month. Nobody else in our postcode is V-Zug authorised. Want to get ahead of it and brief the kitchen designers we work with. Also a full Miele install into a heritage Mosman renovation handed over this afternoon, footage attached.

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it. Web Agent will ship a 'V-Zug authorised dealer [suburb]' premium-brand page tonight with the install-included pricing, the kitchen-package bundle calculator and the trade-partnership applications form. Advertising Agent will queue 'V-Zug stockist [city]' and 'V-Zug Combair [suburb]' as new keywords ready to switch on the day the training certifies. Social Media Agent will draft a teaser Reel for next week ('V-Zug install training underway') and a 'first install' Reel for the certification day. On the Mosman Miele handover: I'll get a 'showroom-to-install in three months' Reel drafted for Friday with the warranty registration callout. Drafts in your inbox by 9am.

Preview the V-Zug page

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the kitchen-package install brief that's 60% of your margin and the premium-brand rack the chains list with a wait time. Briefs the other agents so the brand pages, the trade-partnership programme, the Google Ads and the install Reels all push toward the new-build and renovation customer who walks in with a kitchen designer's plan, not the one chasing a $50 dishwasher saving.

Answers: kitchen-designer referrals are 60% of your margin and 0% of your marketing

Web Agent

Imports your existing Shopify or BigCommerce site so you stop paying for the agency hosting bill on top of the e-commerce plan, and makes shipping a new premium-brand or kitchen-package page a five-minute job. Builds a page per premium brand (Miele, V-Zug, Bosch, Asko, Fisher and Paykel, Smeg, Falcon), a kitchen-package bundle page per configuration, a trade-partnership applications page, a commercial-trade-account page and an extended-warranty registration page, to your live store in two taps.

Answers: miele, v-zug and asko are your moat

SEO Agent

Goes through your live site for the things that actually move local appliance-store rankings: '[brand] stockist [city]' on the premium brand H1s, appliance-store-and-authorised-dealer schema, weekly stocked-brand posts on the Google Business Profile, primary category corrected from 'Electronics Store' to 'Appliance Store', AAIA membership posted. Auto-applies the low-risk fixes; flags anything bigger. Refreshes the GBP after every install handover so the chains never outrank you for being silent.

Answers: harvey norman, the good guys and appliances online own the broad search

Advertising Agent

Launches Google Ads on the high-margin queries the chains overlook ('Miele kitchen package [suburb]', 'V-Zug stockist [city]', 'Falcon range cooker [city]', 'commercial dishwasher [city]', 'kitchen-package install [suburb]') and skips the broad 'dishwasher' or 'TV' bids Appliances Online and JB Hi-Fi will outbid you on. Runs a LinkedIn campaign targeting kitchen designers and architects in your postcode and a Meta retargeting layer on the install-handover Reels. Pauses spend when the install pipeline blows past 6 weeks.

Answers: harvey norman, the good guys and appliances online own the broad search

Social Media Agent

Turns every install handover, every showroom appointment, every commercial-trade fit-out into a Reel in your real accounts: a Friday afternoon V-Zug install, a Tuesday morning kitchen-designer trade visit, a commercial cafe oven cutover. Builds the install-craft trust signal Harvey Norman's stock photography never will. You film 30 seconds on the install, the agent drafts the caption in your voice, you approve.

Answers: kitchen-designer referrals are 60% of your margin and 0% of your marketing

Content Agent

Drafts the long-form pieces customers Google before they commission: 'Miele vs V-Zug vs Asko: which premium dishwasher fits your kitchen', 'how much does a full kitchen-appliance package cost in 2026', 'gas vs induction cooktop: the honest energy comparison', 'specifying a commercial cafe kitchen: a step-by-step guide for owners'. Two drafts a month, in your voice, that pull in the careful renovator and the cafe owner months before they brief the kitchen designer.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

Showroom site imported off Shopify or BigCommerce, hosting and CMS bills retired by Friday.
Premium-brand pages for your three biggest names (Miele, V-Zug, Bosch) drafted and indexed by day 7.
Google Ads ready to launch on '[premium brand] stockist [city]' and 'kitchen-package install [suburb]' by day 10.
Kitchen-designer trade-partnership applications page live on the site by day 5 so the architect referrals stop leaking.
Commercial-appliance trade-account page live for the restaurant and cafe channel by day 6.
Google Business Profile recategorised from 'Electronics Store' to 'Appliance Store' with AAIA membership posted by day 4.
10-year extended-warranty registration walkthrough embedded on every premium-brand page so the recurring service revenue stops leaking.
First fortnight of install-handover Reels queued from the install footage your team films on site.

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Your first 30 days.

Site imported, agency hosting and CMS bills killed (e-commerce cart kept intact)
Annual plan around the kitchen-package install brief and premium-brand rack delivered by Sam
Google Business Profile recategorised as Appliance Store, AAIA membership and Miele Authorised Dealer status posted
Three premium-brand pages indexed (Miele, V-Zug, Bosch stockist)
Google Ads live on 'kitchen-package install [suburb]' and '[premium brand] stockist [city]'
Kitchen-designer trade-partnership applications page deployed with the referral discount tiers
Appliance-store and authorised-dealer schema shipped, AAIA membership noted
'Miele vs V-Zug vs Asko: which premium dishwasher fits your kitchen' explainer drafted

The bottom line

Independent appliance stores don't lose to Harvey Norman, The Good Guys or Appliances Online on craft or knowledge. They lose because the new-build customer Googles 'dishwasher' first, sees the chain, and never finds out the V-Zug stockist with the install team is in their suburb. The fix is not a louder showroom; it's a premium-brand page library, a kitchen-designer trade-partnership programme, a weekly install-handover Reel cadence, and a kitchen-package bundle page that turns the $25k renovation enquiry into a 10-year warranty relationship the chains will never see.

Agencies are too dear to actually run the brand pages, the trade-partnership applications and the install-Reel cadence for $3.5k a month. Tools are cheap but the install-handover footage stays on the team's camera roll. In-House is the third option: for $299 a month the agents ship the pages, launch the kitchen-package ads, post the install handovers, and keep your Google Business Profile beating Harvey Norman in your postcode. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting Appliances Online take the customer who'd rather have a Miele installed properly than a Samsung dropped at the door.

See everything In-House does

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Frequently asked.

Can an independent really outrank Harvey Norman and The Good Guys?

On the broad 'dishwasher' or 'TV' search, no, those chains have years of map-pack authority and seven-figure ad budgets. On '[premium brand] stockist [city]' (Miele, V-Zug, Asko, Falcon), yes, and almost always inside a few months. On the kitchen-package long tail ('Miele kitchen package Mosman', 'V-Zug Combair install Brisbane') the chains barely compete because their install partner is third-party and their stock listing for the premium series shows a 5-week wait. Twenty premium-brand pages plus a complete Google Business Profile beats a generic chain landing page on the long tail, every time.

Appliances Online keeps undercutting me on Samsung and LG. How do I fight that?

You don't, on the standalone Samsung freezer. You walk away from the broad-brand bid war and run the fight on the kitchen-package install, the premium-brand floor, the commercial trade account and the 10-year extended warranty. The Advertising Agent skips the broad bids Appliances Online dominates and lights up the install-included and premium-brand long tail where Appliances Online structurally cannot compete (they don't install). The volume drops, the margin per sale goes up, the kitchen-designer pipeline starts compounding.

I work with kitchen designers and cabinet-makers for the new-build pipeline. Can the team push the trade programme?

Yes, that's exactly what the workflow is built for. The Web Agent ships a dedicated trade-partnership applications page with the referral discount tiers, the spec-with-us flow and the architect case studies. The Advertising Agent runs a LinkedIn campaign targeting kitchen designers and architects in your postcode plus a Houzz Pro placement. The Social Media Agent drafts trade-visit Reels with the designer's permission. Sam handles the trade-application replies and the project briefs come straight to your inbox.

I also do commercial fit-outs for restaurants and cafes. Does this work for that channel too?

Yes, and arguably better, because the commercial channel is sharper. A 'commercial dishwasher [city]', 'cafe kitchen fit-out [city]' or 'restaurant appliance install [suburb]' page with the brands you specify (Hobart, Winterhalter, Rational, Falcon Commercial), the lead-time honesty and the trade-account flow will outrank every Harvey Norman Commercial section in the postcode. Commercial accounts are higher-margin, less price-sensitive and convert on the trust signal, which is exactly what the install-Reel cadence delivers.

Will the install-handover Reels sound like AI?

They will sound like you, because the Social Media Agent learns from your existing posts during onboarding and you approve every draft before it ships. Your install team films 30 seconds at the handover (the brand, the package, the room, the warranty registration), the agent drafts the caption from what's in the footage, you approve in two taps. If a draft feels too sales-y for a Miele audience, you correct it once and the voice updates for next time.

Can I cancel if it isn't working?

Two taps, any time, no exit fees and no notice period. You keep your imported store, your premium-brand pages, the trade-partnership applications form, the Google Business Profile work and the social grid. There is no $3.5k-a-month agency lock-in and there is no six-month minimum.