Don’t Smash Your Re-Hash

Browsing through Qualified Remodeler this week, I came across an article entitled Three Ways to Spruce Up Your Marketing—Instantly.
The article’s “Instant Improvement Idea #1” was “Get a Better Follow-Up System”.  In other words, learn to make re-hashing really work for you.  Being an Internet guy, I naturally began wondering what that meant for online-leads-gone-cold.
In short, it’s a big opportunity.  Re-hashing Internet leads is as valuable as re-hashing your leads from other media. You’d think that would be an obvious point, but for too many home improvement companies, Internet leads still fall to the bottom of the follow-up pile.
Why is that? Because Internet-generated leads have performed poorly for many, many companies.  Not surprisingly, they have acquired a bad reputation.  See my previous post on What is an Internet Lead for more on that phenomenon.
But it’s also important to realize that both Internet marketing and Internet leads have come a long way over the past 3-4 years. More and more homeowners are beginning their searches for home improvement solutions on the Web.  They’re not waiting for a 60-second TV spot or a quarter-page ad.  They’re researching products on their schedule, online.
In short, the quality of most Internet-based leads is improving fast.  In turn, so is the opportunity for effective re-hashing of those leads that don’t convert into an appointment or a sale.
How do you follow-up on a cold Internet lead? Obviously a phone call is the best and most direct way to contact your prospects who have connected with you online.
But Internet leads offer another opportunity for re-hash:  most of them come to you with an e-mail address.  Don’t be afraid to use it!
If a homeowner contacted you via an online channel, that individual is obviously comfortable using their computer. He or she may well respond to an e-mail from you, even if you can’t make a connection on the phone.
That said, be careful:  don’t attempt to re-make your entire sales pitch in these e-mails.  Rather, simply reference your earlier contact with the homeowner in a friendly, personable fashion.  That means 4-5 sentences—tops.
As with all leads, your Internet leads have a cost associated with them.  Don’t overlook the hidden value in those leads that don’t close immediately.  They still have significant potential…if you take the time to follow-up on them properly.