More calls does not mean more revenue for your business. However, more calls can mean increased expense – something any home improvement business wants to avoid.
Quantity of Calls Is the Wrong Metric
It seems that, with the advent of the internet, businesses are having to relearn a lesson from the past century: Not all calls are the same. Purchasing a list is a long way from having genuine, qualified leads in hand. Raw calls count for nothing. The sheer number of contact calls is meaningless.
The most important issue in lead generation is not the number of calls that are presented to your company as leads. It is the number of quality calls – the number that are actually likely to convert to becoming your customers.
Quality of Calls Is Often Misunderstood.
Different lead-generation companies define “leads” differently. Therefore, home improvement businesses should not assume that “leads” always mean the same thing.
Think of it this way: You need to buy five new pairs of pants, but you don’t have the time to go shopping. So, you hire a personal shopper to go to a men’s clothing store where you know that the store has a large selection of pants from which to choose. He selects a variety of colors and fabrics that fit your request.
You are a happy customer. Until you get home and you try them on. None of them fit. They all appear to be high-quality pants. You certainly paid for high-quality pants. The problem lies in the fact that the material quality has no value whatsoever for you from a practical standpoint. The same applies to call-generated leads. There may be a lot from which to choose and they may all appear to be high quality. But, if they don’t fit, there is no practical quality for your business. You have wasted your money.
Specify the Calls You Purchase Are the Right Fit
When a home improvement services business fails to specify what are acceptable calls, that business creates the opportunity for a call provider to include calls that are not the right fit. Some of the things your business might consider specifying include:
- That the contact is within your service area.
- That the contact is a homeowner.
- That the contact is actually in the market for your service.
- That the contact has a desire to purchase.
- That the contact has the ability to purchase.
- That the provider spent a defined minimum amount of time talking with the contact.
- That the provider is able to confirm that every call aligns with the metrics you have requested.
Finally, you need to keep your own accurate records of the actual quality of the calls. Ultimately, you are the judge of which calls are quality. You certainly do not want to pay for calls that are fake.
The Keyword Connects system uniquely pulls homeowners to mini-websites where they are qualified and persuaded to connect with your business. Hot prospects are “hot-transferred” directly to you. They are not added to any list that is shared with any other home improvement business. Keyword Connects calls are qualified and verified to be a good fit for your business. Your business never pays for a lead that is not a good fit. We don’t get paid unless we succeed.
Some pay-per-call providers declare a 5% conversion rate as successful. Our track record is a proven 60-80% rate. One of our clients in Pennsylvania has said that “Keyword has generated nearly 800 leads for us – all of exceptional quality.” We invite you to check us out. We are certain you will agree that the calls we deliver are not fake. We deliver calls that build your business. Learn how Keyword Connects works.
