Lead Generation for Construction Businesses
You’ve probably heard of the term ‘lead generation’ but might wonder how you can generate leads for your construction business for a low cost with a high return. There are many different types of lead generation that you can use for your construction business. This article will go over the pros and cons of each one.
When choosing a form of lead generation it is important that you choose the correct one for your business to ensure you are not wasting your hard earned money on leads that don’t produce sales (Known as lead quality). This blog will give you a more in depth insight into what method of lead generation you should try first.
What is Lead Generation?
But first, let’s go over what lead generation is and what it means for your construction business. Lead generation is the process when someone expresses an interest in one of your business’s products or services through either filling out a form on your website or contacting you directly. At this point the person becomes a lead for your business.
As soon as they become a lead, this is when you contact them. You can book them in for an appointment or try to make the sale there and then. The best way to do this is to pick up the phone and call them directly. The 1-2-1 interaction you are giving to your potential customer from the start of their journey ensures that trust and a professional relationship is built.
Once you have booked them in for an appointment, the next step of the process begins where you have to win them over and sell them your product or service. With the correct sales strategy, process and salesman you will be able to sell 1 in every 3 of your leads as an aim.
Third Party Lead Generation
You may have heard of third party lead generation which is where you pay a lead generation company to provide you with leads. Typically, these leads will cost between £20-30. They provide a quick and simple solution for your lead generation. You don’t have to worry about where your next lead will come from or how much it is going to cost as they are a fixed price.
Purchasing from a third party can have some disadvantages too. Because they are specialists in lead generation, they are going to be selling the same lead to multiple companies. This means that you are not getting a unique lead but one that has been distributed to your competitors as well. To get the most out of a lead from a lead generation company you need to be contacting them the second that they land. This will give you a higher chance of booking the appointment but also selling to them.
Getting your leads from a lead generation company for your construction business will mean it is quick, simple and relatively cheap but you are not getting a unique lead. To build your business up quickly, this is the fastest way to do so. You can request as few or as many leads as you want but do risk not selling as many as your competitors are going out to them as well.
Pay Per Click (PPC) Advertisement
The next form of lead generation you could use is Pay Per Click (PPC) Advertisement. There are different platforms for PPC but the most common one is Google. The person will search for a keyword or phrase such as ‘boiler installation’ and your advertisement will pop up on their screen if it matches the keywords you have set up for your advert.
Each time someone clicks on your website or link through the advertisement, you will have to pay. They will then land on your website or landing page. They will be taken through a process where they can request a call or even book an appointment, or purchase the product. This will give you a unique lead as the lead hasn’t been given to other businesses, they have just visited your website and enquired directly.
However, it is not guaranteed that they will enquire even though you have paid for them to visit your website. If you have a low conversion rate from click to lead, then you could be spending £200 for people to click but only 1 or 2 people actually turning into a lead. This means that PPC can be costly and takes time to get it right but you’ll reap the rewards when you do get it right.
Cold Call Salesman
Finally, the third option for lead generation for your construction business is to hire a cold call salesman. This would be someone that would be going door to door or calling random people. The aim of this is to sell people your business product or service. Many people don’t like this method of lead generation but it can work well if done correctly.
The people have never expressed any interest in your business before and are a cold lead. For this to work effectively, you need to hire an experienced salesman who can convince people to purchase without being initially interested. Because they are cold leads, the conversion rate is lower than other forms of lead generation. This means that you are paying a person’s salary but not getting a lot of return from it.
In conclusion, there are a few different types of lead generation for your construction business. Depending on if you want to scale quickly or just win more customers will decide what type you choose.
To summarise the types of lead generation for your construction business:
- Third party lead generation is the quickest way to grow your business but is not unique and you will be face-to-face with your competitors.
- Pay Per Click (PPC) Advertisement will allow you to directly target people who are interested in your product. But it is costly and can take a lot of time to get right.
- Cold Call Salesman is a costly process as you have to pay someone’s wages and have little guarantee of return as you don’t know if people are looking for your product right at that time.
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