How To Self Generate Qualified Home Improvement Leads

Home improvement business ventures have a very high rate of failure! Why? Contractors lack marketing knowledge to attract qualified leads, and sales systems to gain the business. No leads… no sales… no business… doors close.

In this article you will learn what is working today, and also lead generation methods via digital marketing strategies. Many leading edge companies are seeing their percentage of leads from web marketing strategies and tactics becoming the major source of their home improvement leads and revenues. There are even lead generation companies farming leads solely from internet marketing and selling them to home improvement companies and general contractors! The good news is you can learn what it takes to generate leads using internet marketing strategies for yourself!

Listed are the most productive lead sources/options for generating quality home improvement leads. Companies who acquire the best “lead mix” for their business, balance these sources and focus on budgeting for best return on investment. Keep in mind that all lead sources should lead to a call center and customer relationship management (CRM) software. If you do not have CRM software, a free source is RenexPro.

Top Home Improvement Lead Sources

Canvassing: Canvassing for leads has seen a tremendous resurgence in the last two years (since 2009). Years ago this was the predominate method going door to door and offering a free estimate, inspection or gift for an appointment. Canvassing can be done with sales personnel or special teams trained to just get the lead.

The canvassing team is usually comprised of a Team Leader, Canvassers and a Van to take them to the territory.

  • Team Leader: Full time employee. Recruits,trains, and supervises his/her canvassers (trains by example, maintains goals, base salary plus incentives.
  • The Canvasser: 19 or older high school graduate – college students are great, clean cut dress code, part time (1,000 hour rule), hourly plus incentives.
  • The Training: Must have a scripted, short presentation. Training and practicing the script is imperative. Canvassers are not selling anything but the appointment. The “hook” for an appointment is a free service and/or gift.

Canvassing for home improvement leads is a great way to get quality leads when the program is done right. Some companies today are exclusively using this method.

Direct Mail: Direct mail is what most home improvement companies use today for the main percentage of their lead generation. Although still a great way too generate leads, it is getting more costly per lead. As long as your service has the margins, direct mail with letters, brochures and post cards should be considered. Caution: Use expert services that have a proven track record for your industry. Don’t skimp and try using a company with no track record. One failed mailing could be devastating to your budget. If you bring it in house, make sure you have experts on the job that test and measure before sending out a mass mailing.

TV & Radio: If you have the budget, these leads are expensive but high quality if the campaigns are branded with a great call to action. TV is hard to measure; however, what branding recognition you gain! The best tip here is to humanize your commercials. Let the viewer know who you are and what the benefits are when doing business with your company.

Radio is the same way. Humanize your ads. The last company where I had an inside view of lead source statistics showed an ever growing benefit to radio ads when the CEO began conducting the ads and bringing his charm to each campaign. Today, I hear him every time I go for drive so I know they are still getting tremendous results.

Shows, Events, Mall Kiosks: Your presence in the community is vital to your business. Use every opportunity you can to make physical contact for lead generation. Have professional marketing materials and eye catching displays. Some companies get so many leads from these venues that they focus most of their efforts there. They know that just like canvassing for leads, you must follow and personalize a script. Train your people to be up-beat, friendly, informative, and persistent in closing the appointment… not a sale!

Telemarketing: Cold calling for leads is not very productive; however, responding to inquiries from printed material, incoming calls or email is a must in your business. If you do not have the budget for a call center, its not very expensive to outsource this task. Once again, close for the appointment… not a sale. And, do not ball park pricing. This is a disservice to the prospect and your company. There are too many variables with products and installation. Professional eyeballs need to be on site!

Digital Marketing Syndication: Digital marketing syndication for home improvement lead generation is becoming a major source and factor in lead capture. Today, more and more companies are developing digital marketing strategies to boost profits by driving highly interested and qualified traffic to their websites. AND, we are seeing companies that gain almost all their leads from their internet strategies and tactics.

Almost all sources for leads find their way to your web presence. Think about this, when a homeowner wants to remodel any part of their home, how do they get the information to contact a contractor? Today, more an more prospects search the internet… OR… they respond to an ad from all the other sources I have mentioned in is article, and check up on that company by going to their website! Have you experienced prospects wanting more than one estimate? 90% of the time the prospect wants to get other proposals or estimates so they do an internet search for competitors. Who do they find and pick… the best websites that are on the first page!

What if you dominate the internet space in your area? What if you have a website that is so appealing to the viewer, and it has a Call To Action on every page? What if you have campaigns, articles, videos, announcements, informational sites, press releases, Pay Per Click ads, banners, links from manufacturers and other service/product companies pointing to your interactive website? Your overwhelming presence on the internet will get more leads than you can handle! You will grow your business!

Referrals… Another article on this. Get good at this. Training required!

All home improvement lead sources discussed in this article are important for your business. Find what works best for you, and make sure that your business has a dominating web presence that is syndicated for maximum quality lead conversion!

The Need for National Guidelines and Testing in the Home Improvement Industry

It is time for Washington to step up and put legislation in place that will force states to better regulate the home improvement industry. Up to now Washington has left the regulation of the home improvement industry up to state regulators, and for whatever reason(s) many states have fallen considerably short.

There are still some states that do not even have contractor licensing in place for home improvements. For some of the states that do have licensing, the license requirements do not include that the applicant demonstrate the ability to do any type of home improvement work. (That is like saying I will issue you a license to cut hair but you don’t have to demonstrate that you know how to cut hair……… ouch!) Then why do states bother issuing licenses if there are no requirements to demonstrate competence? Revenue? Or could it be that they need more consumer complaints for Consumer Affairs and BBB to handle? The unfortunate consequences of this problem are that homeowners are the ones who are paying the price by receiving poor workmanship and a cascade of home improvement problems.

Let’s be honest, the home improvement industry does not seem to attract the most reliable, honest and competent individuals. The lure of a quick buck and the relative ease to “qualify” to do home improvement work, brings many a “character” to your door. When I was a contractor I needed to hire people for a variety of field positions. Most of the people, who I interviewed and sometimes hired, seemed to have the same type of problems with past employers. These problems consisted of substance abuse issues, honesty issues, and reliability issues. The labor pool never seemed to have an over abundance of talent and employability to pick from.

I remember always reading article after article that dealt with the significant manpower shortage in the home improvement industry. The bottom line of each article would always be the same, “If you can find an honest, reliable and competent person to work for you, pull out all the stops to keep them!!!! Do whatever you need to do to keep that person happy because you’ll never know if you will be lucky enough to find someone to take their place.” As an owner, it was a very constant and stressful problem to deal with. You were almost afraid to try and increase project production because you knew you would have to try and find someone to do the additional work. Finding employees was always an adventure, an adventure that I never looked forward to.

For the last 10-15 years the number one problem in the home improvement industry is the lack of manpower. Many contractors are training and hiring minorities to try and solve this major problem.

If you were to talk to your state authorities about what is being done to improve regulations and screening in the home improvement industry, they will probably tell you something is in the works or there is no money for more regulations (testing). I have been hearing this for 30 years. The county in which I live (Suffolk County, New York) still does not require any demonstration of home improvement ability to obtain a home improvement license. The fee has consistently gone up but the requirements have pretty much stayed the same. We are one of the highest taxed counties in the country, so I refuse to believe there is no money to develop and implement a better policing and screening process in the home improvement industry.

The National Association of The Remodeling Industry (NARI) http://www.nari.org is the only national organization that offers certification of home improvement individuals. They have a number of different certifications that one could obtain. To obtain these certifications the applicant needs to demonstrate a variety of knowledge, ranging from good business practices to project knowledge. NARI’s main certification is called – Certified Remodeler (CR). This certification requires the applicant to prepare an extensive matrix or resume of their experience and knowledge as well as obtaining a certain score on an 8-hour exam. There are only approximately 1000 CR’s, out of the hundreds of thousands of home improvement contractors in this country. I earned this certification in 1994 and still proudly hold this certification today. I will admit that obtaining this certification is a time consuming process and does take considerable effort, but it was well worth it. What I also like about this certification is that it has to be renewed every year by demonstrating continued involvement and knowledge in the home improvement industry.

Why then couldn’t Washington mandate some type of screening, nationwide, that all people interested in doing home improvements must be able to “pass” to obtain a license? This license could be used nationwide. Use a screening process that emulates what NARI does for its certifications. You could make the screening as simple as a comprehensive test with multiple choice questions. A test that could be machine scored.

I think an ideal situation for licensing would be to divide up home improvement licensing into sub-licenses. For example, if you were a bathroom contractor you would obtain a license for bathroom home improvements only. This would refine what licensees are qualified to do, rather then issuing one license that could wrongly give the impression that the licensee is capable of doing any type of project.

The reason I think Washington needs to get involved with this problem is because the American public doesn’t have the time to wait for each of the 50 states to come up with a similar solution, individually.

However, if Washington were to step up and mandate a national screening and testing situation, you would still have to address the screening of the people who show up to work on your house. (if they were not the person(s) who was screened and licensed) These people would hopefully be employees of the person who was screened. Is the homeowner then back to square one with not knowing the qualifications of the people working on their house? I tend to think not, because the person who went through the screening and obtained the license would want to keep the license. It is in the best interest of the licensed individual to make sure the project is done correctly. Problems develop when a contractor has too much work and attempts to get it all done by using inexperienced and unqualified help. The lure of completing more work and making more money sometimes leads to his or her business getting “out of control”. This subsequently leads to quality and project completion problems. Employees of licensed and screened contractors need to “qualify” on some level similar to NARI’s lead carpenter certification.

Will any of these desperately needed changes occur any time soon? To be honest, I wouldn’t hold your breath waiting for Washington to step up to the plate and I don’t think your state or local governments will dramatically improve home improvement regulations either.

So what should a homeowner do to protect their home and property? Get the right “tools” and knowledge to be able to protect your home from poor home improvement decisions and situations.

The Home Improvement Success Club of America(TM) (http://www.homeimprovementsuccess.com) can give you all the right knowledge and “tools” you need, without spending hours and hours doing research and trying to figure out what to do. This club has a variety of forums (chat room, message board, phone consultations and project estimate-contract evaluations) to answer your questions about how to get great home improvement results. Membership to this club also includes the use of The Home Improvement Success System, which is a step by step home improvement system that shows you exactly what to do and what not to do. This system can be used with any project. The club also includes a 30-day money back guarantee if you are not delighted with being a club member.

If you’re serious about doing a home improvement project and protecting your home, then join The Home Improvement Success Club of America(TM). You will be happy you did!

The Home Improvement Success Club of America(TM)
http://www.homeimprovementsuccess.com//>

[email protected]
P.O. Box 653
Smithtown, NY 11787
Phone: 631-360-7722
Fax: 631-361-3582

By Hank Jaworowski, CR
Founder and President of The Home Improvement Success Club of America(TM)
Author-The Home Improvement Success System

Home Improvement Sales Leads – Who Should You Target?

If you are looking to make money selling improvement products or services for the home, you are looking for home improvement sales leads. You can easily find these leads by searching the internet or using a desktop leads generator, but what type of individuals should you target? For starters, it all depends on whether you are selling a product or service. Keep reading on for more information.

Selling Products

If you run a home improvement store (online or offline) or if you sell construction supplies, there are three types of sales leads you are looking for. These individuals are construction companies, construction workers who do side projects, and homeowners. All of these individuals are someone are within your targeted market because they might be interested in buying the products you have available for sale.

Selling Services

If you run a home improvement service, that might include general construction work or remodeling, you are looking at one large group of individuals; homeowners. To narrow down your results, focus on those who are attempting to sell their homes, those who are advertising they want to buy a home, and those who outright state online “I am looking for someone with home remodeling experience.” These are the individuals most likely to use and pay for your services.

Now that you know what type of home improvement sales leads you should be looking for, how can you find them? Instead of paying a professional to generate leads for you, do it yourself with a desktop leads generator. Many of these programs let you search thousands of websites with one search. Use a related keyword or keyword phrase (home improvement, remodeling, construction, repair, and so forth). Your program will let you see the entire posts online. At this time determine if they are a “good” sales leads and the make contact. Most programs will let you send an email right from the program!