What is Lead Generation? A Guide for Home Service Businesses
For most home service companies, lead generation is the lifeblood of their business. From Plumbing to Roofing to everything in between, there is no revenue without customers who need your services! We all know what a customer is, but what about a lead? Is there a difference? Let’s break down the concept of lead generation for home service businesses.
What is a Lead?
Simply put, a lead is a potential customer who has shown interest in your services. For the trades, this could be:
- A homeowner who needs emergency plumbing repairs
- Someone looking to replace their HVAC system
- A property manager looking for quotes for their next landscaping project
- Commercial businesses needing preventative roof maintenance
What is Lead Generation?
Lead generation is the process of attracting and converting possible future customers into actual paying customers. Think of it as filling your pipeline with potential opportunities that could turn into paying jobs.
Types of Home Service Leads
Depending on which type of service a lead wants from you, they can be categorized as emergency, maintenance, or project leads.
Emergency Leads
- Immediate need (think burst pipes or HVAC failure)
- Almost always books right away
- Often willing to pay premium rates for fast service
Maintenance Leads
- Regular service needs
- Planned work
- Potential for recurring jobs (and revenue!)
Project Leads
- Larger installations or replacements
- Higher revenue potential
- Longer decision-making process
Popular Lead Sources for Home Service Businesses
Home service companies typically get their leads through a variety of different channels. The most common lead generation platforms for these industries are:
Online Lead Sources
- Online directories (Yelp, Thumbtack, Angi, HomeAdvisor, etc.)
- Google Business Profile
- Your business website
- Pay-per-click (PPC) advertising
- Social media platforms
Traditional Lead Sources
- Word of mouth referrals
- Direct mail campaigns
- Vehicle wraps and signage
- Local print advertising
- Community events
Relationship-Based Leads
- Referral partnerships with other contractors
- Real estate agent networks
- Property management companies
- Previous customer referrals
What Makes a Lead “Good?”
Good, or quality, leads share several characteristics:
- Right Location: The lead is located within your preferred service area
- Right Timeline: The lead is ready to move forward with the work
- Right Budget: This lead can afford your services
- Right Need: The requested service is one that your business offers
What is the Lead Generation Process?
Attract Attention
- Start marketing to get your business in front of potential leads
- Build brand awareness (hint: try awareness advertising campaigns)
- Establish your expertise
Capture Information
- Contact forms
- Phone calls
- Online booking systems
- Chat features
Qualify Leads
- Confirm service needs
- Verify location
- Make sure budget is aligned with price
- Determine the lead’s desired timeline
Converting Leads
- Respond to all leads as quickly as possible
- Provide accurate and timely quotes
- Follow-up with older leads that haven’t responded to your messages
- Book appointments
- Close deals and complete jobs
Why Lead Generation Matters
Let’s face it, there’s tons of competition out there. This is true for most service-based businesses. If you want to get ahead, there’s no use sitting around waiting for the phone to ring!
While referrals and word of mouth are still valuable ways to get leads, online lead generation is more important now than ever before.
Today’s successful businesses can find success in utilizing both traditional and digital lead generation strategies.
Managing Lead Generation
Make the most out of your lead generation strategy by staying consistent! Here are a few tips to maintain momentum when it comes to lead generation for your home service business:
- Regularly monitor incoming leads
- Respond to leads as fast as possible
- Make sure you are tracking your leads
- Calculate your ROI (Return on Investment) by determining how much your leads cost and how much profit you made on the work they purchased
Taking the Next Step
Understanding the concept of lead generation is the first step to running a successful home service business. Next, begin implementing a strategic approach that works for your specific business and market.
At VIIRL Marketing, we specialize in helping home service companies develop and implement effective lead generation strategies. We understand the unique challenges of the industry and help our clients build a steady stream of quality leads.
If your business needs a bit of extra help getting its lead generation strategy off the ground, contact VIIRL Marketing to learn how we can help you generate more of the right kinds of leads for your trade!
