During our last visit, we talked about what cameras and lead generation have in common. Today, let’s go a little deeper in our discussion of home improvement lead generation strategies.
We’d all agree that getting high quality leads for any business is about being where your well-qualified, potential customers are at the right time. Marketing and advertising over the years have mainly focused on figuring out the “where” and hoping for the “right time.”
Hope is Not a Good Home Improvement Lead Generation Strategy
Think about TV spots…I remember some TV commercials that the home improvement company that I worked for many years ago used to run. They’d done their homework and figured out that the station and time slots that we were running were almost perfect for the demographic that they were trying to reach. The problem, of course, was you never really had a clue if any of the people that watched the spot were ready to “buy”.
The problem is, as a former boss used to say, “Hope is not a strategy.” But it is when its all you have.
Generating home improvement leads via effective online marketing can change all of that by offering more opportunities to be in that right place at the right time and increase both the quantity AND quality of your leads. Let me see if I can explain.
For as long as I can remember we’ve chased the “next day” lead. It’s the old “strike while the iron is hot” thought process. Plus, there were enough of those type of leads that we could live off of them. However, over the last few years because of demographic and housing market changes, more competition and the relative cost of a lead, there aren’t nearly as many of those types of leads available.
A book I’d highly recommend for home improvement business owners is “The Ultimate Sales Machine by Chet Holmes.” While some of the material is a bit outdated, given all the advances in digital marketing, there’s plenty of things a home improvement entrepreneur could use to grow his business.
Holmes makes an assertion that I’ve heard elsewhere that says that for anyone in the market for any given product or service only 3% of those potential customers are ready to “buy” now.
Most of us would define “buying” as setting an appointment for an in-home visit. I’d define this 3% as that next day lead that we’ve been referring to.
Think about that…for every 100 people that your current home improvement marketing efforts touch that are actually in the market for those products or services that you offer, only 3 of them are ready to see you now.
Of course, this begs the question…what about the other 97? Why, in various stages of research, of course. The best marketing minds in home improvement understand that today’s buyer is much more deliberate in their buying process. The key to being at the right place at the right time is understanding where this research occurs.
Focusing on Being at the Right Place at the Right Time
In a previous discussion on generational buying habits for home improvement projects, we cited a study that says that Baby Boomers, Gen X’ers and Millennials alike now use online sources to do most of their home improvement project research.
Being at the right place at the right time means developing an online lead generation strategy for your home improvement business.
Home improvement lead generation strategies using the internet allow you to focus on getting to the right customer at the right time as they progress through their individual buying journey. Next time we’ll discuss how generating home improvement leads via the internet is more intuitive than other methods.