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!