Getting more leads is key to increasing sales and growing your business. And to do so successfully, requires a combination of digital and traditional forms of lead generation strategies. Incorporating these six steps into your current lead generation efforts can help you close more sales.
One of the biggest decisions potential customers can have before committing to a contractor is how they’re going to pay for their home improvement. As you know, there are two types of customers—those that have the cash and those that need to finance the project. About half of all homeowners that plan to remodel their house at a project cost of $5,000 or more finance the project in some way. So, it’s important to provide all customers with a choice of payment options. Yes, even if a customer is ready to write you a check. There are two important reasons why. First, many cash customers prefer a Same-As-Cash Loan using a bank’s money interest-free for six to 24 months while they watch their own money grow. Second, either type of customer is more apt to select the better or best project proposal you presented rather than settle for the “good” baseline solution. This in turn, helps your customer get the project they really want now and you end up with a more profitable project, more positive online reviews, and more referrals.
Email marketing is a great way to keep your customers engaged and drive more traffic to your website. When creating an email campaign, start by understanding your customers’ sales journey. If you’re emailing a list of new customers, start out by building trust with meaningful content such as videos and infographics. Once you know exactly what your customers are interested in, follow-up with an email campaign that includes whitepapers and product info. No matter what your specific email campaigns look like, make sure that you’re always providing value to the subscribers. For example, you can use email campaigns to offer relevant seasonal information, sales on remodeling materials, and design tips and recommendations. With a non-intrusive email, you can stay at the forefront of your customers’ mind and turn them into a lead for future projects.
Referrals are one of the best ways to grow your business and get more leads. Word-of-mouth not only speaks volumes about your quality, but creates raving fans out of your customers. But how do you get your customers to refer you? Asking them to spread the word can help ensure that you always have projects coming down the pipeline. And of course, people are more likely to trust a company that has been referred by a friend. A great way to increase your referral rate is to create an incentive program. For example, rewarding customers for their referrals with gift cards will motivate them to recommend your services.
Your image says a lot about you—before you even step foot in the door. As simple and straightforward as it may sound, sometimes the most powerful tool is a high-quality yard sign. When starting on a project, a yard sign can attract the attention of all the comers and goers in the neighborhood. Adding a sign to the yard can improve the professional quality and credibility of your company. When neighbors see a high-quality sign and logo they will automatically associate your brand with high value without needing to learn your name through the grapevine or online. Well-designed signs can also lead to the occasional walk-up lead.
Another rather easy way that will help you boost leads is by taking progress shots of the project. Prospective customers love to see before and after pictures. Putting progress shots up on social media not only gives followers interesting content, but also exposes them to the quality of your work. Customers that see their home project featured may also be more likely to interact or leave a positive review on the page. Showing off completed pictures and gaining more social media interaction will help get your name out there and can secure more leads.
Though it may seem intimidating, do not be afraid to start blogging. Creating a blog that is updated a few times a month is a great way to establish a strong presence for your business in the home improvement industry. Becoming a resource for DIYers and home improvement junkies can turn into qualified leads down the road. The more readers and followers you gain as a blogger, the more likely you are to be trusted when it comes to converting prospects into customers. They will be far more likely to turn to you because there is already an established trust between the author and reader.
Generating leads is critical to a strong sales and production pipeline which ensures that your business can grow consistently year over year.