How many leads have called you or your sales team who were just fishing for information?
These calls usually go something like:
Prospect: Hello how much does it cost to replace my roof?
Sales Rep/You: It depends on a variety of factors, we could have a truck to your house to schedule a free estimate. What day and time works best for you?
Prospect: How about Tuesday at 2:30 in the afternoon.
And you know the rest. The estimate is scheduled, a quote is given, and that potential lead calls 5 of your competitors and goes with whoever is going to give them the cheapest deal.
You probably have used Angie’s List, HomeAdvisor, Thumbtack, or some other lead gen site that uses a “low price leader” bidding system. The roofer that takes the lowest price gets the job, and they do a terrible job. They don’t deliver quality leads and jobs to you. As a roofer, there are better ways you can market yourself online and in real life. Here are 4 ways you can get better contractor leads.
Everybody and their mother is on Facebook. You’re on Facebook, your daughter is on Facebook, even your dog is on Facebook. The average user spends anywhere from 2-3 hours a day on Facebook.
You know what that means for your construction business? There’s a ton of potential leads who want to work with you. These leads are more likely to be qualified and less likely to waste your time scheduling a “free estimate” only to go with one of your competitors (there’s no such thing as a “free estimate” because your time is taken up and you could be seeing prospects who want to work with you).
Most marketing companies will sell you on what’s known as Facebook Boosting – run away from these conmen ASAP. Facebook Boosting is great for branding, but reaching new prospects in your area and converting them into jobs (and dollar signs) for your construction business requires a more in-depth, multi-layered process.
It’s also important to note that people are on Facebook to get into political debates and like pictures of their friend’s cute kids, not to do renovation. No worries, there are ways to grab a lead’s interest and rope them in.
Remember when you wanted a new nail gun? Chances are you either went to Home Depot or you Googled “new nail guns” for more information. People that want work done for them search for “contractors near me” by the hundreds every month. Adwords is a great way to reach people who are active and ready to request an estimate from you, and only you.
Unlike Home Advisor or Angie’s List, they are less likely to be “price fishing” and more likely to reach out to you and you alone, as they are on your website. Adwords can be a little pricier than Facebook, but that’s because you are paying the premium for reaching people who are ready to buy, while Facebook requires finesse and the ability to attract leads and educate them.
So you managed to get a prospect’s email? The job is good as yours, if not this month, then a few months down the road. You have direct access to email them offers, coupons, specials, or reach out for a review you can put on your website to boost your credibility.
Someone who is looking for a new roof generally isn’t ready to make a decision right away (it isn’t a $1 candy bar after all). So with email, you have the ability to reach out to people who haven’t worked with you yet. You also have the ability to build value by providing information, and building relationships on previous small jobs (i.e. you repaired a leak in someone’s roof 3 months ago, they are now ready to get a brand spanking new roof). On top of all of that, it is very little cost to send an email. The combination of email marketing with Facebook campaigns and other forms of marketing is guaranteed to get you better leads and more jobs.
You know who the Phillies Phanatic is. You know who the Geico Gecko is. Mascots are a fun and creative way to get your brand out there and get a truckload of leads. You’ll reach the demographic of Soccer Moms and Housewives during the day if the mascot goes around town to the local diner or to deposit a check at the bank (you may laugh at this idea, but one of our roofing clients is doing this with great success). Throw Corey the Contractor in a wrapped van or truck around town, you are sure to get attention.