Whether you leverage paid contractor lead generation services or prefer a do-it-yourself approach, identifying qualified leads can help grow your contracting business. However, the question remains: How do you generate the best contractor leads?
Across industries, from home services to auto repair, traditional methods of finding quality leads include word-of-mouth referrals, cold calls, as well as paid ads in print media and on public spaces, such as bus benches and billboards. These approaches may still prove successful in generating leads, depending on your service area.
Nowadays, you can further optimize the way you produce new leads by using social media and a digital marketing strategy.
Do I need to pay for contractor lead generation services?
A quick Google search for the term “contractor lead generation” pulls up results with various lead generation sites and articles highlighting the so-called best lead generation companies. Many of these websites are promoting paid lead generation services. Though the pricing for these services may often be high, they could be a worthwhile investment.
Fortunately, a contracting business just starting out or working with limited resources can thrive, even without hiring another company to drive new leads. A small business can take advantage of free or reasonably priced tools and marketing tactics to generate more leads and gain new customers.
7 lead generation solutions for contractors
There are plenty of ways business owners can promote their services — whether they specialize in home improvement, HVAC or landscaping — to produce high-quality leads. It’s also important to follow-up on leads for converting them into new clients.
Here are several effective methods to boost lead generation for your business.
1. Conduct research to understand your target lead
Research is the first step to understanding your target lead. For example, if your contracting business provides electrical services, would you prefer your potential customers to be primarily homeowners or industrial clients? Do you want to focus on designing, installing or maintaining electrical systems?
While doing your research, put yourself in the shoes of your preferred lead, and imagine the needs and pain points they might have. Then think about how you can resolve these problems and set yourself apart from other local businesses offering competing services.
The points you come up with should be at the heart of the messaging for your website, social media and other communication channels.
2. Develop a strategy to generate quality leads
A roadmap makes it easier to navigate a venture, especially in the realm of contractor lead generation. Brainstorm lead generation strategies to figure out what’s right for your business. Ultimately, your strategy should outline the steps you intend to take and how you will execute them.
For instance, if you have mailing list subscribers and decide to create an email campaign, it may help to plan out what exactly these campaigns will feature, such as a weekly newsletter or business updates. In addition, a rough timeline of when your team can produce the content and graphics will go a long way in your planning.
3. Set up a free account on Google Business Profile
To appear on search engine result pages, Google Maps and online directories, register your contracting business on Google Business Profile (formerly Google My Business.)
Google Business Profile lets business owners add their contact information and specify their service area. This way, potential clients doing a Google search for local contracting services can easily find your business profile.
4. Drive organic traffic by improving your website’s SEO
A website will rank high in search engine results when its content is optimized. Improve your business site’s search engine optimization (SEO) by including relevant keywords.
For instance, a roofing professional could benefit from using “home improvement” and “home services” in the text on their homepage, which will increase the chances of their website showing up in a Google search for those terms.
5. Encourage customers to write online reviews for your services
In many cases, a glowing customer review on websites like Google and Facebook works similarly to a referral. Not only do online reviews inspire a potential lead to initiate contact with your business, but they will also help improve your SEO.
Encouraging feedback from current and new clients allows you to take advantage of constructive comments and provide a more memorable customer experience.
6. Stay active across social media platforms
Social media gives a contracting business the opportunity to advertise their services at little to no cost and engage directly with new leads in real-time. Choose from a multitude of platforms, including Twitter, Instagram and TikTok.
Based on your target audience, certain platforms may prove more strategic than others, but do your research. You might be surprised to know that TikTok overtook Google in late 2021 as the most popular domain.
7. Measure your return on investment (ROI)
Sometimes an investment doesn’t pay off, so it makes sense to quit pouring resources into it.
For example, a home services contractor may have paid a premium to source leads on marketplace directories, such as Angi (formerly Angie's List) and HomeAdvisor. However, after factoring in expenses, the new business generated from these websites may not turn out to be worthwhile after all.
Find qualified contractor leads with help from Broadly
Ready to take your contracting business to the next level? Broadly provides the user-friendly tools you need to drive growth. Optimize your workflow and build a robust reputation with Broadly’s intelligent contractor lead generation services software solutions.
With Broadly, you can easily manage your online reviews and customer interactions across social media platforms using one Dashboard. Discover how Broadly can help you streamline the process of finding your ideal contractor lead.
Schedule a demo now.
