Generating and following up on leads is vitally important to your constructions business. Besides earning a great reputation and word of mouth recommendations, leads are what is going to bring business through your door and help you maintain your desired level of sales.
Before the recession, you may not have had to focus on leads to the same extent. Everyone was busy, and you may have even turned projects down. Those days are gone, and the contractors who have survived the storm are fighting for business and for leads. In response to this need, a multitude of lead generation services are willing to sell you potential client contact information. Is it worth it?
Assess your lead generation opportunities
If you have decided to purchase a lead contact list, educate yourself on how that list was compiled. In order to ensure that you are getting something for your money, you need to make sure that the list you are buying has had more thought put into it than a quick scan of the local phone book. Will the people on that list have a better likelihood of requiring your services? How do they know? Don’t be afraid to ask questions about how the lead service develops your list.
Make them prove it.
Once you have decided to give a lead service a try, make them prove their worth. If they do not already offer a trial period, request one. A service that is not willing to give you a trial run or a money back satisfaction guarantee may know that they are selling you substandard leads.
Ask for references.
Find out what businesses have been helped by the lead generation service that you are considering. They do not necessarily need to be in your industry for you to evaluate how well their leads were compiled for effective marketing opportunities.
Understand what you are paying for.
Are you signing up for a specified amount of time or paying per lead generated? The company you are working with may even use some combination of the two. Understand the fee structure that you are signing up for to avoid a big surprise when your invoice arrives.
Use your leads effectively.
Create meaningful contacts. You have a valuable list of people who may be interested in your construction services. Make the most of it with carefully crafted communications. Postcards are an effective marketing tool that ensures your targets will see you message because there is no opening and they are also less expensive to produce and deliver. Develop your marketing materials so that you will be able to track the responses. Coupons, promotional codes, and QR codes are a few effective ways to collect and measure the effectiveness of your marketing materials.
Measure your results.
Collecting responses from your leads is vital to determining the effectiveness of your lead list. Before beginning your campaign, you should have an idea of what type of response percentage will be considered a success, after all that list wasn’t free. It is easy to send out those mailings and then get back to business, but it is important to track the inquiries, projects, and quotes that are generated through each campaign.
Follow up. Continued contact.
There is a good chance that many of the people who receive your first postcard will not require your services at that time. Even if you are using a cleverly compiled list and design an attractive mailing, the timing may simply not be right. Do not stop with a single contact. In today’s society of constant information barrage, those valuable leads will forget all about you if your only message is a single mailing. Determine how many mailings you will continue to send before pruning the list, but don’t give up too soon.
After several contacts, feel free to ask your leads for feedback. A simple online survey or postage paid postcard may help you garner useful information, even if you haven’t seen a sale yet. Ask about what types of projects they plan to do in the next year. Use questions like, “Did you know that we provide economic kitchen facelift services to change the appearance of your kitchen without the price of a full remodel?” Get them thinking about how they could use you while providing you with information about how you might more appropriately serve them.
Ideally, a potential client will move up to a satisfied customer, but there are some intermediate steps that can build your relationship up to that point. Move beyond the status of direct mail by inviting contacts to interact on your blog, connect on social media, or sign up for an email newsletter. If you track people’s movement to more intimate modes of communication, you can cut back on the “getting to know you” type mailings and focus on these other methods.
People receive hundreds of marketing messages every day. Email, snail mail, billboards, TV commercials….there is no end to the sales pitch. In order to make your message one that is remembered and appreciated, you have to offer your prospective customers something that they want and need. It is not just about you earning a job, this is about them turning their house into their dream home. Help them envision the future that could be theirs with your help.