It’s quite possible that most home improvement business owners may have never heard of the term “High Intender” or even connected it with the home improvement business. That is completely understandable, given the fact that home improvement is their primary business, whereas “High Intender” is a marketing term and marketing is only a front-end component of the business.
An Understanding for Home Improvement Lead Generation
“High Intenders” are the people who indicated by their words and/or actions that they are the most likely of all those people who indicate to any extent they intend to make a purchase.
The reason that it is important to distinguish “High Intenders” from other intenders might best be explained in an excerpt from a presentation by Raymond H. Suh of Cal State Long Beach, delivered to the Third Annual Conference of the Association for Consumer Research in 1972. That’s right – 1972.
“Studies [conducted in 1959 and 1960] indicated that consumers who do not plan to buy … are more consistent in carrying out their no-buying-intentions than those who plan to buy.”
In other words, intentions alone are not reliable indicators of potential purchases. That is a principle that never changes.
An Example for Home Improvement Lead Generation
Suppose your business has a booth at a home improvement trade show and that you are handing out brochures and custom key fobs as marketing collateral.
- It is reasonable to assume that most consumers attending the show have an interest in some aspect of home improvement and that some have an intent to start a project.
- People who stop at your booth may have a higher intent to purchase your services than people who do not.
However, it is equally possible to assume that the intent of all booth visitors can be separated into three groups.
- People who take a key fob and look around a bit, probably have a low intent.
- People who ask for a brochure probably have a higher level of intent.
- People who engage in discussion about your products and services are the highest intenders of the three.
An Explanation for Home Improvement Lead Generation
It costs money to acquire customers. Every company should understand what its customer acquisition cost is, but most probably do not. One of the most effective ways to reduce the overall cost of doing business is to reduce customer acquisition costs. The best way to do that is by focusing your efforts primarily on “High Intenders” with whom the odds are greatest that they will follow through on their intent.
Why Keyword Connects Is So Important for Home Improvement Lead Generation
Most lead generation companies sell the same home improvement lead lists to as many businesses as possible. That’s how they make their money. We send only leads that are prequalified and exclusively yours. None of your competitors gets access to the screened “High Intenders” that we send your way.
Adding the icing to the cake, Keyword Connects leads have a 60% to 80% confirmed conversion rate, far beyond the single-digit conversion rate of lead lists.
Topping off the icing, the cherry on the top is that our clients no longer waste money unnecessarily on customer acquisition costs. Not only does your sales conversion rate increase, your cost of customer acquisition decreases and is much more manageable.
Check our website to learn how Keyword Connects works to produce the best leads in the home improvement business. While you are there, be sure to download our eBook, The Five Online Metrics that Matter for Home Improvement Lead Generation. It’s absolutely free.
You can trust Keyword Connects to deliver results.