Contractors, like other advertisers, fell in love with the term CPM or cost per thousand. It is the standard-bearer metric we all made out bones with no matter what you were advertising. Then along comes social media which tells you that you should become a one-on-one marketer.
And that’s when the sky fell…
Why would you ever consider trying to sell to one person when you can sell to thousands at a time? Because that one person has shown an interest in what you are offering as a home improvement contractor. But you are still not convinced, to you, it is easier to try and sell to 1,000 people who don’t care what you do or how good at it you are than it is to try and work with that ONE person who has stuck their hand up and said I am ready to buy…or at least thinking about it, convince me.
