I really wish we could abolish the word LEAD don’t you. I mean really, who wants to be called a lead or call someone a lead. It really is all about RELATIONSHIPS, more and better ones.
In order to get more relationships you will need to do some marketing. Here are some really cool and easy solutions to do so.
For any home improvement business, a constant flow of customers is crucial to profitability and growth. That’s why generating leads for contractors is so crucial.
While most contractors are experts at tackling renovations and building projects, they may not know the best practices for generating leads. It can be hard to know where to even start. Below are a few effective strategies to help you reach target prospects, book the right jobs, close sales, and grow your business.
1. Build a Social Media Presence
These days, every business needs a social media presence to stay relevant and connect with customers.
The Power of Facebook
Facebook is the largest social media platform, with 2.8 BB active monthly users. No matter your niche, chances are Facebook has the customer you want, which is why many businesses choose it as their primary social media channel to find customers and build a relationship with them.
You could leverage Facebook groups to gather qualified leads by joining the right community and engaging potential customers. However, refrain from being overly promotional — it’s best to provide value by being genuinely helpful first.
Other Social Networks
Other social media platforms to consider when generating leads for contractors include:
Whichever you choose, focus on building your credibility online so potential customers will be more confident in entrusting you with their home improvement projects.
Always check your social media accounts, and be sure to respond to every valid query and comment. Use these platforms to share relevant content, such as blog posts from your website, photos or videos from projects, and ongoing special offers.
2. Optimize Your Website
A website is one of the best business tools available for generating leads. Most people turn to the internet when they need something fast. However, if your website is not optimized for search engines, chances are you’re losing out to your internet-savvy competitors.
SEO Is Key
If you want your site to rank higher in the search results, you need to focus on search engine optimization (SEO). There’s a lot to learn with SEO, and the best practices are always changing, but you can start by focusing on utilizing:
- Target Keywords: Keywords are all about knowing your target audience, determining what they’re searching for when they’re looking for a contractor, and using those keywords in your website content.
- Meta-Data: Your website’s back-end has a place where you can enter a meta-title and meta-description, which is the information that shows up when your web pages appear in search engine results. These are great places to use your target keywords.
- Link-Building Strategies: If you can get well-ranked, authoritative websites to link to your online content, it’ll really help you rank in the search results.
It’s also essential to have quality and timely content on the website, as this will help establish your authority and expertise on home improvement-related matters. When creating content, think of what your customers want to know.
Google My Business
As you optimize your website, don’t forget to claim and fill out your Google My Business profile. This will help people find your business when searching on Google or Google Maps. Speaking of MAPS you should upgrade to a ProLite plan on the BluePages map, with really cool converting features.
A completed listing makes it easier for potential clients to find you, especially if they’re looking for reputable contractors nearby or within your vicinity. Google allows you to make sure all your pertinent information is accurate, such as:
- Business name
- Phone number
- Hours of operation
- Services provided
You can also add photos and videos to boost your listing. Plus, having more positive customer reviews than negative ones gives you the edge over local competitors.
Regularly-updated site content and a complete Google My Business profile increases the likelihood of your ideal prospects finding your contracting business.
3. Run Targeted Ads & Email Campaigns
When generating leads for your contracting business, consider running a few ads targeted to your ideal prospects. You can use many ad platforms, but only choose the channels where your potential market is active.
Pay-per-click advertising through Google and Facebook puts your business at the front and center of every potential client based on your set parameters. It allows you to reach a larger audience and see results faster than organic traffic.
However, not all clicks translate to lead conversion. You have to test continuously and improve the ads for more accurate lead generation and better returns on investment. Using the right target keywords results in better matches.
Using Email for Marketing
Complement an active strategy like advertising with an email campaign. Ask interested site visitors to leave their email addresses to learn more about what you have to offer.
Email marketing also lets you check in with former clients — they’re likely to consider you as their leading choice for any planned renovations or home upgrades when you remain top of mind.
To keep open rates high, add a personal touch or customize email content based on the site guest’s level of interest.
4. Ask Customers for Feedback
Sometimes you need the help of your former customers. If they’re satisfied, ask them to leave positive reviews and feedback on your preferred channels. These can be on:
- Your Facebook page
You can also add a page on your website highlighting previous clients’ testimonials regarding your work.
Reviews Matter to Customers
Potential customers are more likely to trust businesses with positive online reviews — it’s social proof that your contracting company has done an excellent job, even exceeding expectations. It assures would-be clients that they’ll get the same level of effort and work quality.
Put the spotlight on glowing reviews to drive new leads. If you receive negative feedback, don’t ignore it — use it to improve your services.
5. Seek Referrals
The most common technique in finding quality leads for contractors is through referrals. Word of mouth can be your most effective marketing strategy. In addition to leaving feedback, ask your satisfied customers to recommend your home improvement business to their circle of influence.
If you notice that referrals are few and far between, look into possible reasons behind it. Previous customers may be dissatisfied with finished work quality, or your rates might not be competitive.
Offer Incentives for Referrals
You might not have a rewarding referral program, making past clients less than enthusiastic about referring new business to you. Think of how you can show appreciation to old clients who send a potential customer your way. Besides gifts, offer them a credit or discount on their next home renovation or upgrade.
6. Be Physically Present — Offline
Most tactics for generating contractor leads involve the internet, but it also pays to have an offline presence when attracting new clients.
One strategy is to visit neighboring houses and offer services after completing a job — there might be someone in need who doesn’t know a good contractor. Have a pitch that covers what you did for their neighbor. After all, they’re in a great position to check the quality for themselves. Leave a business card or brochure for future reference.
You can use the same business card for networking. Join local trade groups, chambers of commerce, trade exhibitions, and community events to meet people at related but non-competitive companies who may share the same clientele as you’re seeking. Forming key relationships with businesses can help generate new business.
7. Make an Offer Clients Can’t Refuse
New leads for contractors are not always easy to come by, especially if there are plenty of players in your niche. If you want to stand out among the competition, you’ll have to offer potential customers something they just can’t resist.
Never Underestimate a Good Discount
Have a discount program enticing first-time clients to try your services. You can share special offers on your social media channels and email list. But if you want to reach a larger audience, consider placing them on sites such as Groupon and LivingSocial.
A special offer listing does not necessarily mean lowering your rates to edge out competitors — you’re only marketing discounts on a more effective platform.
One powerful way to entice would-be customers is to offer better payment options for their home upgrades, additions, or renovations. Financing options can enable you to offer competitive financing solutions that give your customers the ability to pay on a schedule that makes the most sense for them. Home improvement projects can be expensive, so this can be a great benefit to help you generate new contractor leads.
8. Upgrade your BluePage Plan
As you learn more about marketing and converting you will see how the BluePagesPro will grow with you. Free plan gets you on the map. ProLite, gets you the Financing Calculator tool, push to call and offer video. ProPlan gives you the whole Kit-And-Kaboodle – from automation – to CompanyCam deep integrations to ProOffers and more. Come and check it out and if you would like to DEMO, we are here to help!