No matter what size business you are running, the ability to generate high-quality leads is crucial to long-term success. Consistency of leads – and the effort involved in generating them – is also key to avoiding the feast or famine roundabout, or worse, an empty pipeline. Dahlsens is here to help, with our 10 top suggestions for boosting your enquiries line!
Australia has one of the highest website usage rates in the world, with an astounding 88% of Australians using the internet (2018 Global Digital Report). Customers are researching your business online before they ask you for a quote or more information.
This means that having a website is no longer optional, it’s essential. It should present your business and services in the best possible light and direct prospects towards contacting you.
If you are yet to get online, Dahlsens can recommend experts who can build your website for as little as $1000. We can also suggest a host of other service providers who can help to build your professional profile with logo design, business cards, signage and more.
2. Facebook & Instagram Advertising
Social media websites such as Facebook and Instagram provide an excellent opportunity for builders to create an online presence and share information and imagery that reflects
Just as they do with websites, prospects check your social media accounts to verify the quality of your services. Remember, it can be difficult for customers to compare building companies and develop trust in your services.
Build your business pages and aim to share content weekly/fortnightly. Showcase completed projects and testimonials to build trust. Use Facebook and Instagram advertising to target users in your local area affordably.
3. Google my Business
Get your business found on Google with a Google My Business profile. Free and easy, it helps improve your online presence and is rumoured to help websites rank better in Google searches.
Add your logo and images of your completed work, contact details, website link and gather valuable reviews.
Remember, it can be difficult for customers to compare building companies. Showcase completed projects and testimonials to build trust.
4. Brand vehicles, employees and job sites
All the benefits of a mobile billboard, but without the hefty price tag!
Brand your uniforms, vehicles and job sites to spread the word about your business. Get creative; do something bold and unique to make your signage really stand-out and drive enquiries. Make sure to include what you do with contact details easily found.
Don’t forget to keep your vehicles, sites and uniforms clean to send a professional message about your business.
Take note! Online reviews and ratings will influence a potential customer’s view of your business. They are seen as an impartial and firsthand account of your customer service or craftsmanship and help a prospect choose you.
Cultivate positive reviews on Google, Facebook and Hipages by asking happy customers to rate and review your service and their experience online. If you happen to receive a negative review, respond nicely and timely. Show concern and ask to take the conversation offline so that you can remedy the situation.
One of the best sources of quality leads is a direct referral from a past customer. After all, no one knows your work like they do. And they are more likely to refer you for other projects of similar size, scale or scope.
Boost your chances of getting referrals by actively asking your customers to help; provide rewards for those that do. Something as simple as a thank you card or a small gift (a larger gift for bigger customers) may make them more likely to refer you again. You can also promote a set gift for referrals that result in jobs.
People like dealing with local businesses who support their own community. Sponsor local clubs to help build visibility in the neighbourhoods where you want to build.
Along with signage and other promotional opportunities around the club, ask if you can utilise their database for advertising. They might be open to contacting members via email on your behalf. You could promote your club support, offer a special deal for club members or work out an arrangement to make a donation for every member who takes on a project with you. This way, everyone is a winner – you, your customer and your community.
In bigger markets such as Melbourne, Albury/Wodonga, Ballarat or Geelong, having your business and website found on Google can be more competitive.
Advertising in Google search results using AdWords paid advertising can help you get found. Tweak your budget to suit and promote key messages to entice prospects to click
on your ads.
Trial different ads to test what is most effective and keep them fresh by updating regularly.
9. Online Trade Registers
There’s a number of online trade registers – such as HIA Trade Build Register, Hipages and Service Central – that exist specifically to match potential customers to suitable trades.
Hipages offers a great solution for builders if you are just getting started or looking to fill up your schedule during quiet times. Get registered to put your business in the running. Create a profile, promptly reply to important quote requests that suit and ask completed jobs for reviews.
Be known as the builder of choice by proactively networking with architects and draftspeople who can actively drive referrals to you.
These partnerships are particularly valuable for high-quality lead generation. Architects and draftspeople often recommend builders that they trust to be the right match for projects of particular size, scale and scope.
Research those in your area who may be a good match, introduce yourself and share the specialties, success stories and future plans of your business.
Now, go forth and generate those leads!
The ideas are yours and you’ll need time to make them happen. Set aside a time every week in your diary to concentrate your effort in the area most likely to generate success. And most importantly, every time a potential customer contacts you, find out how they heard about you and do more of that marketing to generate similar leads.