Have you ever asked yourself why you bother with buying leads for your home improvement business? You are not alone. Business owners buy leads because they need them to grow their business. But, it is frustrating when conversion rates are so low.
Business owners spend $xx.xx to acquire a list of known number of prospects. After the money is spent, only a few of the names on the list are really what you had hoped they would be. This is not a problem that is confined to the home improvement business. It exists everywhere. Check this article at LifeHealthPRO. You’ll see that the life insurance industry suffers from the same issues.
That’s not to minimize the matter for home improvement lead generation. In fact, the frustration for home improvement services was well documented in a story published by Three Deep several years ago, entitled “Why All Online Home Improvement Lead Generation Services Suck.”
One of the points made was that “Home improvement business owners’ demands about lead quality scare most lead generation companies away.”
Home Improvement Services Should Insist on Specific Lead Qualifications.
Every home improvement service specializes in one or more areas. Some specialize in plumbing. Others specialize in complete remodeling. Some are roofers. Some focus on installation of smart home services or designing and installing home theaters or kitchens.
If your business is remodeling kitchens, then you should insist that the leads delivered to you are for people who want their kitchens remodeled. While that is a big difference from someone needing a new roof (which should be obvious to the purveyor of your leads), it is just as great a difference from someone who wants a new sink installed.
While the latter is a component of your kitchen remodeling services, it is not itself remodeling. Perhaps your business provides everything but the proverbial kitchen sink! Home improvement business owners need to stay focused on their primary mission. If your business is kitchen remodeling, it is not going to grow by doing small ticket repair jobs.
On the other side of the coin, if you are a plumber, you are probably not interested in – or qualified to do – complete kitchen remodels. The size of the spend is not, however, always the issue. It’s more like buying the right pair of shoes. Your business needs shoes of the right type and especially the right size.
Your Specifications Are What You Should Expect.
When you buy a pair of shoes, you buy a pair that fits. When your customers specify what they want, you deliver a service that fits their expectations. You should expect the same from your lead providers. If you fail to specify, that’s on you. If they fail to deliver what you specify, that’s on them.
The Moral of the Story
- Be specific about your expectations.
- Settle for nothing less than what you expect.
The success of Keyword Connects is directly related to our determination and consistent performance in delivering what our customers expect. Our determination means that we begin by ensuring that we clearly understand customer expectations. Our performance excellence is demonstrated in delivering to those expectations. That’s why we can say that we deliver “Internet sales leads for home improvement that really work.”
Keyword Connects delivers leads that fit our clients and their services like their most comfortable pair of shoes. Learn why Keyword Connects is better.