The easy thing to do is blame your marketing company and jump ship. But is it always the right move? We welcome Josh Crouch, CEO & Founder of Relentless Digital to discuss the current “shortage” of demand leads and what YOU can do about it!
Josh has been in the contracting world since 2013, both running home services companies and now in the digital marketing space. With an accounting and operations background, he understands both the numbers behind leads and what contractors can do better.
What Can Contractors Do About Low Demand Leads?
Overall search volume is down. Like it or not, that’s just the facts. This didn’t just start, either. Demand leads have been down in normal markets even pre-pandemic. During the pandemic, the phones were ringing off the hook. Financing rates were low. To put it simply, things were easy.
Now? We’re seeing equipment costs rising. Private equity is enabling companies to throw enormous budgets at marketing, increasing competition and CPLs. In 2023, there are more new systems in homes than every before – which means repair work is down.
So the demand for leads is up, and the amount of leads is down – all with more competition at play. In the words of “Uncle Joe” Crisara, what should we do?
What can contractors do about less demand leads?
Focus on the basics: have systems in place, answer calls well, dispatch quickly, focus on great customer service, etc.
Answering services: who are you using for your answering service? Are they doing a good job? Do they record calls and are you listening to them?
CRS: Focus on any one that does call handling. Provide coaching and feedback, and maximize those opportunities.
Tap into your existing customer base: You get that initial call, and never follow up? Call them, email them, text them – connect with your existing customers!
Consider services fees as a lever: Could lowering or waiving service feeds fill your board? Is it a barrier to entry? Getting in the door and being flexible is priority number one!
Membership agreements: Are you focusing on membership/club members? This helps you get in the home again, especially during slow times.
Referrals: If someone’s happy with your work, ask for referrals!
Social media: Educate and entertain! Building value with your audience through social media is a huge boost to your brand.
Community involvement: Sponsor a charity or host a fundraiser! Being active and involved in your community is a branding opportunity.
LSA: Are you managing your own Local Services Ads? Maybe have someone else manage it, or ask us for an audit to see where you can improve!
Google Business Profile (GBP): Fill your GBP out completely! Be sure to reply to comments and questions, and have your services listed.
Email marketing: No, it’s not dead! You can even use Chat GPT to spin up some quick marketing emails to connect with your current or potential customers.
Do Something, Not Nothing
It’s easy to complain. It’s easy to blame the economy. It’s easy to blame it all on your marketing company. The real winners are the ones who figure out what they can do to improve. Sure, your marketing company should be working hard to bring in your leads, and ensure transparency in the process. But they can’t do everything!