Accountability Now

Master Business Development and Lead Generation for Home Services

Coach Don Markland

Portrait of happy auto repairman looking at the camera while his customers are standing in the background.

Running a successful home services business—whether it’s roofing, fencing, or HVAC—requires more than just excellent service. You need smart strategies for business development and lead generation for your home services business to grow and thrive. Let’s dive into some practical tips to help you stand out from the competition and attract more customers.

Business Development and Lead Generation for Home Services 101

Getting Business Development and Lead Generation right starts with understanding what everything is and what the basics really are.

Understanding the Basics: Branding, Marketing, and Lead Generation

Before we get into the strategies, it’s crucial to understand the difference between branding, marketing, and lead generation.

  • Branding is about creating a unique image and identity for your business. It’s how your business is perceived by customers and can include your logo, colors, and overall reputation. While important, it should not be your primary focus if your business is still small.
  • Marketing encompasses all activities that promote your services. This includes advertising, social media, email campaigns, and content marketing. Marketing helps spread the word about your business and attract potential customers.
  • Lead Generation is specifically about attracting potential customers who are interested in your services. It’s about finding ways to get potential clients to raise their hands and say, “I’m interested.”

 

For businesses making less than $3 million in revenue, focusing on lead generation is critical. Branding and marketing are important but should follow once you have a steady stream of leads.

Establishing a High Contact Rate

Everything begins with a high contact rate. This is the percentage of leads you successfully reach out to. Here’s how to improve it:

  • Use Video SMS: Sending a video message can grab attention more effectively than a standard text. It adds a personal touch and helps potential customers feel connected to you right from the start. For instance, a short video introducing yourself and your services can be much more engaging than a plain text message.
  • Be Persistent: Follow up multiple times if you don’t get a response initially. According to HubSpot, it often takes 5-7 touchpoints to make a successful contact with a lead. Use a mix of phone calls, emails, and text messages to increase your chances. We actually suggest 30 touch points in the first 14 days. You might be thinking 30 – but remember a touch point counts as a phone call, voicemail, SMS, social media outreach, and more.
  • Automate Follow-Ups: Use a CRM (Customer Relationship Management) tool to automate follow-ups. This ensures that no lead falls through the cracks and that each potential customer receives timely communication.

Stand Out by Making Things Easy

Customers often choose the company that makes their lives easier. Simplify every interaction they have with your business.

  • Clear Communication: Ensure your website and customer service make it easy for customers to get information and book services. For example, have a clear call-to-action (CTA) on your website like “Get a Free Quote” that leads customers directly to a simple form.
  • Streamlined Processes: Make your booking, payment, and follow-up processes as simple and straightforward as possible. Offer multiple payment options and provide clear instructions on next steps after a service is booked.
  • Responsive Customer Service: Being responsive to customer inquiries and concerns can set you apart. Use tools like chatbots to provide instant responses on your website and ensure your team is prompt in answering calls and emails.

Leveraging Google Ads

Google Ads can be a powerful tool for lead generation if used correctly. Here’s how to make the most of it:

  • Target Local Searches: Use geo-targeting to focus your ads on people in your service area. For example, if you’re a roofing company in Dallas, your ads should target people searching for roofing services in that specific area.
  • Specific Keywords: Choose keywords that potential customers are likely to use when searching for your services. Use tools like Google’s Keyword Planner to find the best keywords for your industry.
  • Compelling Ad Copy: Write clear, engaging ads that highlight your unique selling points. For instance, if you offer a free initial inspection, make sure to mention that in your ad.
  • Monitor and Optimize: Regularly check the performance of your ads and make adjustments as needed. Use A/B testing to find out which ad copy and keywords perform best.

For more detailed insights, you can check out Google’s guide on local search ads.

Strategic Partnerships

Forming partnerships with well-known companies can boost your credibility and bring in more business. Consider partnering with:

  • Home Improvement Stores: Partner with stores like Lowe’s and Home Depot to get referrals from their customers. These stores often have customers looking for home services, and a recommendation from a trusted store can carry a lot of weight.
  • Local Businesses: Connect with other local businesses to cross-promote each other’s services. For example, a roofing company could partner with a landscaping business to offer joint promotions or referral discounts.
  • Community Organizations: Get involved with local community organizations and events. Sponsoring a local sports team or participating in community fairs can increase your visibility and build goodwill.

Advanced Business Development and Lead Generation for Home Services Strategies

While the basics are essential, advanced techniques can further boost your lead generation efforts.

  • Content Marketing: Create valuable content that addresses common customer questions and concerns. Blog posts, videos, and infographics can help attract potential customers to your website and establish your authority in the industry. For example, a blog post about “10 Tips to Prepare Your Home for Winter” can attract homeowners looking for such information and lead them to consider your services.
  • Email Marketing: Use email campaigns to nurture leads over time. Offer valuable information and special promotions to keep your business top-of-mind. According to Campaign Monitor, email marketing has a high return on investment, especially when emails are personalized and targeted.
  • SEO (Search Engine Optimization): Optimize your website for search engines to increase organic traffic. Use relevant keywords, create high-quality content, and ensure your website is mobile-friendly. Local SEO is particularly important for home services businesses, so make sure your business is listed in local directories and has positive online reviews.

Measuring Success

To ensure your strategies are working, you need to measure their effectiveness. Track key metrics such as:

  • Lead Conversion Rate: The percentage of leads that convert into paying customers.
  • Customer Acquisition Cost (CAC): The total cost of acquiring a new customer, including marketing and sales expenses.
  • Return on Investment (ROI): The revenue generated from your marketing efforts compared to the costs.
  • Customer Lifetime Value (CLTV): The total revenue a customer is expected to generate over the course of their relationship with your business.

Use these metrics to continuously refine and improve your strategies.

Conclusion

Growing your home services business is all about smart lead generation strategies. By focusing on a high contact rate, simplifying customer interactions, leveraging Google Ads, forming strategic partnerships, and employing advanced techniques, you can set your business on the path to success. Remember, in the early stages, lead generation should be your main focus. Branding can follow once you have a steady stream of customers. Don’t be afraid to connect with members of our team to learn about new home services strategies.

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