How to build more leads for your construction company: strategies & tips
While the best construction companies get some work from repeat customers, a portion of your revenue needs to come from new customers if you want to grow your business. That’s why it’s important to establish a lead generation strategy.
Your service area is likely filled with potential clients who aren’t aware of your brand yet and it’s your job to reach them. Investing in construction lead generation services can help you get quality leads from a variety of channels, from search engines to social media to referrals.
With the right strategies, tips and online tools, you can generate more leads in no time.
How do you generate construction leads?
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The most persuasive source of information about a company’s services or products is word-of-mouth from family or friends. A comprehensive lead generation strategy will involve digital marketing as well. In fact, as people increasingly share their experiences with brands on social media, referrals and digital marketing go hand in hand.
To get new leads, you’ll need an online presence that builds brand awareness. That includes using search engine optimization (SEO) to ensure that potential clients can find your website.
Once they’ve landed there, you can engage with them using tools like content marketing and real-time Web Chat. But if you want those potential customers to choose your business for their home improvement needs, you’ll need to follow up—research shows that only 2% of sales are closed after making initial contact with the customer. That’s where construction lead generation services come in handy.
Organizing your leads on one platform can help you follow up with homeowners more meaningfully to increase conversions.
Lead generation strategies for construction contractors
Use SEO to generate new business
One of the best contractor tools for finding potential leads is to establish a website and optimize it to rank high in a Google search. Using local SEO can help construction businesses draw high-quality leads, since 28% of searches for local businesses end with a purchase.
To improve your search engine ranking, start by ensuring your home services are listed on Google by setting up a Google Business Profile (formerly Google My Business) and adding your business to Google Maps.
You’ll then want to publish some content on your web page, such as case studies, testimonials and informational articles. Remember to include local keywords and be sure your website is mobile friendly.
Promote construction project discounts
Lead generation for construction companies can be as simple as advertising a competitive price to the right audience. Residential contractors can stand out by offering coupons, discounted packages, interest-free payment plans, gift cards and other incentives for new customers to try their services.
For example, you might hold a roofing special or offer savings to customers looking to replace their HVAC system during the off-season.
Feature images of new projects on social media
Show off your most impressive home improvement projects by posting before-and-after images on social media platforms, such as Instagram and Facebook. You may also want to feature photos on sites such as Yelp and HomeAdvisor.
Make sure to provide a link to your website so new leads can learn more. You can also try additional social media strategies, such as influencer marketing, to grow your following.
Create a referral program with incentives
You already know that word-of-mouth is one of the most valuable marketing strategies, so why not encourage referrals with an incentive program? Give customers a referral code or link to treat their friends and family members with a free add-on or discount. If you provide a benefit to both the existing customer and the new lead, you’ll likely see your referrals increase.
Collect contact information for email marketing
You should give potential customers access to as much information as possible without requiring them to provide personal information, so you don’t deter new leads from the start.
If you collect a new lead’s contact information to provide a quote, give them the opportunity to subscribe to email newsletters as well. That way, even if they’re not ready to book your services now, you can follow up with them later using an email marketing campaign.
Use pay-per-click (PPC) advertising
Paid ads are a great way to reach your target audience. With Google Ads, you can make your website immediately visible to potential customers who search for local general contractors.
The best part is, you only pay when a customer clicks through to your website, so if you provide them with a good experience once they’re there, PPC advertising can be a cost-effective form of contractor lead generation.
Use lead generation sites
The best lead generation companies offer solutions for attracting more qualified leads. They can streamline your digital marketing strategy to be more efficient. When comparing lead services, be sure to consider not only the cost, but also the value of each feature as it relates to your business goals.
Build more connections with your leads using Broadly
Broadly combines lead generation, customer relationship management and digital marketing in one easy-to-use platform with a suite of tools tailored to the home services industry. Broadly can design a high-end, professional website tailored to your business at an affordable cost.
With Broadly, you can also send personalized campaigns, increase your online Reviews and chat live with your site visitors, all with the goal of increasing your qualified leads.
See what Broadly can do for your business in just 30 days