Remodeling your business strategy so you can generate solid leads is smart. Here are six powerful ways to balance traditional and new opportunities to boost your book of business and close more sales:
Potential customers face two basic questions: “What do I want to do?” and “How am I going to pay for it?” It’s easy to overcome any money concerns right up front by offering a choice of payment options. Half of all homeowners who plan to remodel their home at a cost of $5,000 or more finance the project in some way. Contractors who offer payment options can mitigate money concerns and instill customer confidence as they plan and execute the project. Attract more qualified leads and close more deals by showing customers that they do not have to compromise or defer their dream project because of money.
Well-executed email marketing is one of the most effective ways to drive more targeted traffic to your website. Contractors who consistently communicate without bombarding customers are likely to increase leads. Emails should be short and eye-catching to compete with all the other inbox traffic. A little research into strong subject lines can go a long way toward open rates and click conversions. Good content provides value to the recipient, giving them a reason to stay involved with your company. For example, you can use email to offer coupons, relevant seasonal information, and design tips and recommendations. With a non-intrusive email, you can stay at the forefront of your customers’ minds, resulting in new projects and referrals.
Referrals can be some of the most lucrative leads out there, because they give you built-in credibility and enhance your trusted reputation. When current customers provide your leads, you can move seamlessly from one project to another. Try offering simple incentive programs for customers who generate successful referrals, because they’ll be more willing to give you the names of friends and family when there’s a reward in it. Offer it near the end of the sales cycle so the issue doesn’t cloud their own buying decision.
A simple way to attract leads is a high quality yard sign with a recognizable logo that grabs the attention of everyone passing through the neighborhood. Adding a sign at your job site can improve the professional quality and credibility of the project, because it represents a tacit endorsement from neighbor to neighbor. When locals see a job well done, they’ll automatically associate your brand with high value. Well-designed signs can also lead to the occasional walk-up lead.
Sharing before, during, and after photos of a project on social media sites such as Facebook, Instagram, and Pinterest is another easy way to boost leads. Seeing the contrast from before and after showcases your magic and inspires new customers, while progress shots build excitement for the existing customer and reveal the high quality of your work. Customers who see their home project featured may also be more likely to interact or leave you positive reviews. Showing off your work is a great way to build engagement and help you secure more business.
Blogging doesn’t have to take up much time, but can yield serious return on investment. Creating a free blog that’s updated a few times a month can establish you as an authority in the business and strengthen your brand recognition and reputation. As you become a unique resource for DIYers and home improvement junkies, you’re sowing the seeds that can blossom into qualified leads as the seasons pass. And as your blog readership increases, so does your credibility and visibility, enabling you to really differentiate yourself in the market.