How To Self Generate Qualified Home Improvement Leads

Home improvement business ventures have a very high rate of failure! Why? Contractors lack marketing knowledge to attract qualified leads, and sales systems to gain the business. No leads… no sales… no business… doors close.

In this article you will learn what is working today, and also lead generation methods via digital marketing strategies. Many leading edge companies are seeing their percentage of leads from web marketing strategies and tactics becoming the major source of their home improvement leads and revenues. There are even lead generation companies farming leads solely from internet marketing and selling them to home improvement companies and general contractors! The good news is you can learn what it takes to generate leads using internet marketing strategies for yourself!

Listed are the most productive lead sources/options for generating quality home improvement leads. Companies who acquire the best “lead mix” for their business, balance these sources and focus on budgeting for best return on investment. Keep in mind that all lead sources should lead to a call center and customer relationship management (CRM) software. If you do not have CRM software, a free source is RenexPro.

Top Home Improvement Lead Sources

Canvassing: Canvassing for leads has seen a tremendous resurgence in the last two years (since 2009). Years ago this was the predominate method going door to door and offering a free estimate, inspection or gift for an appointment. Canvassing can be done with sales personnel or special teams trained to just get the lead.

The canvassing team is usually comprised of a Team Leader, Canvassers and a Van to take them to the territory.

  • Team Leader: Full time employee. Recruits,trains, and supervises his/her canvassers (trains by example, maintains goals, base salary plus incentives.
  • The Canvasser: 19 or older high school graduate – college students are great, clean cut dress code, part time (1,000 hour rule), hourly plus incentives.
  • The Training: Must have a scripted, short presentation. Training and practicing the script is imperative. Canvassers are not selling anything but the appointment. The “hook” for an appointment is a free service and/or gift.

Canvassing for home improvement leads is a great way to get quality leads when the program is done right. Some companies today are exclusively using this method.

Direct Mail: Direct mail is what most home improvement companies use today for the main percentage of their lead generation. Although still a great way too generate leads, it is getting more costly per lead. As long as your service has the margins, direct mail with letters, brochures and post cards should be considered. Caution: Use expert services that have a proven track record for your industry. Don’t skimp and try using a company with no track record. One failed mailing could be devastating to your budget. If you bring it in house, make sure you have experts on the job that test and measure before sending out a mass mailing.

TV & Radio: If you have the budget, these leads are expensive but high quality if the campaigns are branded with a great call to action. TV is hard to measure; however, what branding recognition you gain! The best tip here is to humanize your commercials. Let the viewer know who you are and what the benefits are when doing business with your company.

Radio is the same way. Humanize your ads. The last company where I had an inside view of lead source statistics showed an ever growing benefit to radio ads when the CEO began conducting the ads and bringing his charm to each campaign. Today, I hear him every time I go for drive so I know they are still getting tremendous results.

Shows, Events, Mall Kiosks: Your presence in the community is vital to your business. Use every opportunity you can to make physical contact for lead generation. Have professional marketing materials and eye catching displays. Some companies get so many leads from these venues that they focus most of their efforts there. They know that just like canvassing for leads, you must follow and personalize a script. Train your people to be up-beat, friendly, informative, and persistent in closing the appointment… not a sale!

Telemarketing: Cold calling for leads is not very productive; however, responding to inquiries from printed material, incoming calls or email is a must in your business. If you do not have the budget for a call center, its not very expensive to outsource this task. Once again, close for the appointment… not a sale. And, do not ball park pricing. This is a disservice to the prospect and your company. There are too many variables with products and installation. Professional eyeballs need to be on site!

Digital Marketing Syndication: Digital marketing syndication for home improvement lead generation is becoming a major source and factor in lead capture. Today, more and more companies are developing digital marketing strategies to boost profits by driving highly interested and qualified traffic to their websites. AND, we are seeing companies that gain almost all their leads from their internet strategies and tactics.

Almost all sources for leads find their way to your web presence. Think about this, when a homeowner wants to remodel any part of their home, how do they get the information to contact a contractor? Today, more an more prospects search the internet… OR… they respond to an ad from all the other sources I have mentioned in is article, and check up on that company by going to their website! Have you experienced prospects wanting more than one estimate? 90% of the time the prospect wants to get other proposals or estimates so they do an internet search for competitors. Who do they find and pick… the best websites that are on the first page!

What if you dominate the internet space in your area? What if you have a website that is so appealing to the viewer, and it has a Call To Action on every page? What if you have campaigns, articles, videos, announcements, informational sites, press releases, Pay Per Click ads, banners, links from manufacturers and other service/product companies pointing to your interactive website? Your overwhelming presence on the internet will get more leads than you can handle! You will grow your business!

Referrals… Another article on this. Get good at this. Training required!

All home improvement lead sources discussed in this article are important for your business. Find what works best for you, and make sure that your business has a dominating web presence that is syndicated for maximum quality lead conversion!

5 Home Improvement Mistakes to Avoid

Just as a home improvement project can be very beneficial, it can also cause as much disaster when not done right. Year after year, the number of New York homeowners jumping into the home remodeling and improvement bandwagon is getting larger and larger.  A percentage of this population fails miserably in one way or another. To avoid becoming one among this number, here are the 5 most common home improvement mistakes to avoid ideal whether you are in Manhattan, Long Island, Brooklyn, Queens, or Staten Island.

Not Checking with the Community

Before even creating your home improvement plan, it is a must to check your property’s local zoning codes. Not doing so could lead to ugly legal bouts, and not knowing is never an excuse with the law. Contact the City Hall and inquire about the requirements to acquire permits for your project. Some homeowner associations might also have their set of imposed design specifications. And certain home improvements are restricted if your home is located within a historic neighborhood.

Failing to Plan… Properly

With the lot of warning homeowners are getting, those undertaking home improvement projects have already taken action. Many now prepare a game plan before actually tackling just any project. But the question is, have you drafted your plan well enough to ensure project success? A well-detailed plan is one of your keys to a beautiful as well as functional result. And any area overlooked in the plan could create the greatest of disturbance in the progress of the project or worse – failure and a waste of time, effort, and money.   

Not Accepting Your Limitations

When weighing the skill set that you posses, pushing your limits can not only lead to backbreaking tasks that results to wasted time and effort. What you think saved you some dollars by doing yourself might end you up with more bank-breaking bills. Yes picking up a paint brush can be a breeze but with projects that require larger tools and more intricate knowledge, better hand the home improvements to qualified contractors. With your experience in project management and time available, carefully consider whether you’ll need a part-time supervisor or a general contractor. Do your home and your pocket book a favor and don’t risk it.

Hiring the Wrong Contractors

As craftsmanship is what makes up high quality results that stand the tests of time, who you hire is among the most important decisions you have to get to in the life of your project. Hire a qualified contractor through considering: proper and valid license, BBB membership, unresolved complaints filed, applicable liability insurance coverage, professional background and references. To hire the home improvement contractor to give the best value for your money, get multiple bids before making the big decision.  

Not Doing Your Part

Being a homeowner means that you still shoulder the greatest accountability, and take note, this is the case even if you have hired a general contractor. Every so often, you still have to check on your hired home improvement contractors and subcontractors and the work that they are doing. Keep complete records of important project documents and have easy access to them for quick reference in case of confusions and arising issues. Leave the lines of communication open to resolve problems in its earliest stage enabling immediate resolution that is within budget. And provide a good and comfortable working environment for your workers.

Home Improvement Marketing Companies That Can Increase Your Revenue

As a home improvement business, you might find it difficult to expand outside your local market and reach the number of customers that you are capable of serving. Newspapers, magazines, placing flyers, road signs, and other local ads is a great way to expand your reach, but it generally isn’t enough.

There have been many home improvement businesses that simply weren’t able to adapt and stay afloat financially. If you’re looking to increase your revenue, you have to seek out home improvement marketing companies and explore the online options that are available to you. The majority of people now use their cell phone, tablet or laptop to look for local businesses, and this applies to the home improvement industry as well. Whether you’re a small business, retail store, or local service provider, there’s an opportunity for you to expand your reach and increase revenue through internet marketing. Below, you will find reasons why home improvement marketing companies are so important to your success in the industry.

Search engine optimization for your website

Home improvement marketing companies will commonly provide search engine optimization services for your website. If you don’t have a website yet, they may even include web development services for a reduced cost, knowing you have an interest in optimizing the site thereafter. Search engine optimization is a great investment and it’s something that can’t be overlooked even as a small business owner in a local environment. SEO allows you to expand online and get ranked on search engines for keywords that are directly related to your home improvement services. For instance, as a Seattle based business, you could rank on Google for a term like “Seattle home improvement.” Large cities often have keywords like this that are searched thousands of times per month. Just imagine the income potential having thousands of extra eyes on your website every month. Better yet, these are targeted visitors that previously searched on Google to find the exact services you offer, making each visitor a very legitimate lead opportunity. Search engine optimization can help your business dominate the local market and center yourself as an authority in the area.

Complete web development solutions

SEO services can only be effective when you already have a great website to drive these visitors to. Home improvement marketing companies will be able to build you a professional website that makes your visitors feel at ease and comfortable with hiring you. The site should also be search engine optimized and the keywords that are related to your business and its location should be incorporated into the content of each page on the website. This helps search engines recognize what your website is about and understand which phrases the site should be ranked for. It also means that content writing plays a significant role when building a website. The more pages of high quality content your site has, the better its chances of ranking on search engines like Google.

Lead generation

Some home improvement marketing companies will provide lead generation services. This is a unique service that is exclusive to the more popular industries. Essentially, it means that you’ll be provided with leads in the home improvement industry that could potentially convert to a sale. These are leads that the business selling them to you probably got through their own website, by driving traffic through search engine optimization. Unfortunately, that means you’ll pay a high price for the leads since it takes an investment from the business just to provide them. However, if you’d like a simple way to get in touch with potential clients, lead generation services can help.

Social media

It’s undoubtedly important to establish a relationship with your clients through social media. You can use those relationships to expand your outreach and get more clients as well. Social media has become a significant part of many people’s lives and the sooner you begin building a social media marketing campaign, the better. Home improvement marketing companies can expand your efforts to Facebook, Twitter, Pinterest, and more.