5 Insider Secrets to Doing Cost-Effective Contractor Lead Generation
Most contractor lead generation programs actually fail to generate enough new customers for contractors to justify the marketing expense. But by following these “insider” guidelines, it is possible to avoid the typical money-wasting mistakes – and instead operate a highly-profitable campaign for your business.
5 Insider Secrets to Doing Cost-Effective Contractor Lead Generation:
- Find potential home improvement customers at the time they’re ready to hire a contractor.
Pay Per Click programs can work well at this – but the key is separating the info gatherers from those internet searchers who are actually ready to hire a law firm. Only select keywords that are most likely to convert into paying customers, not every category-related keyword in the book. Use text ads that attract “ready to hire” searchers rather than info gatherers. Promote an offer in your text ad rather than just information about your company.
- Convince prospects to choose your business to call rather than one of your competitors.
Online searchers will also be viewing the sites of your competitors. Most online marketing campaigns send internet searchers directly to the contractor’s existing site (designed to convey general information for site visitors). In most cases, that site does not provide the visitor specific reasons to choose your business over your competitors. Instead, post a landing page micro site that gives reasons to choose your business for the specific home improvement area the visitor was searching for.
- Make contact immediately with the prospect.
Potential customers should be able to call your business and speak with you or a receptionist directly. Don’t let callers go into voice mail that gets checked once a day or worse, every several days. The longer it takes for you to speak with a potential customer after he or she first inquiries, the more likely it is that the person has contacted another contractor instead. With the pay-per-qualified-inquiry contractor lead generation that we provide, if a call from a potential new customer is not answered, the caller is routed to a campaign-specific voice mail system that records the caller’s message, transcribes it, and then instantly sends that message via text and email directly to the contractor – so he can return the call immediately, before the prospect talks to someone else.
- Track your inquiries, and only pay for the qualified prospects that can hire you.
Many marketing companies, including us use unique phone numbers on their contractor lead generation campaigns to track incoming phone leads generated from the campaign. But if the calls that are tracked are not viable new customers for your business, then you’re still spending money and receiving little new business in return. We actually listen to recordings of every call that our lead generation campaigns produce to determine which ones are the qualified new prospects. Then we only charge the contractor for the viable new customers. This way, contractors never spend money that doesn’t produce actionable results. If your lead generation company, or marketing agency, is still charging for their services rather than only what their services produce, you’re likely overpaying considerably.
- Monitor the pace of incoming prospects and control the pace to only the number of new customers you can handle.
Since we listen to every incoming inquiry, monitoring and qualifying leads throughout the day, we can also change the pace in which a contractor receives incoming new customers, ramping it up, or scaling it back as needed. Most of the contractors that we work with receive 5-10 new customers per week cost-effectively from our lead generation program (though many also receive significantly more).