5 Ways To Generate More Leads For Contractors

The Ultimate Guide

Learn all about generating more leads for your contracting or construction company.

All BS aside, this is not a sexy, silver bullet approach to generating 100 more leads over the span of a week. This stuff takes time.

We’ll start out by working our way from how a potential customer fills out a lead-form and then reverse-engineer the process to the beginning.

We even throw in a bonus of upselling current clients.

Lead Gen For Contractors Title

5 Ways To Generate More Leads For Contractors

The Ultimate Guide

Lead Gen For Contractors Title

Learn all about generating more leads for your contracting or construction company.

All BS aside, this is not a sexy, silver bullet approach to generating 100 more leads over the span of a week. This stuff takes time.

We’ll start out by working our way from how a contact fills out a form and reverse-engineer the process to the beginning.

We even throw in a bonus of upselling current clients.

The 5 Steps Of Generating Leads

Click On A Topic To Skip Ahead

Paid Advertising Graphic

Scale Up Your Efforts With Paid Advertising

Contractor Lead Generation Tactics vs. Strategy

Aka Short Term vs. Long Term

When it comes to business, whether it’s in the contractor/construction space or ANY other industry, new leads are the way to either sustain or grow that business.

So, if you’re a home service provider of any sort, it would make sense to find a company that specializes in lead generation services for contractors and construction companies, right? Let’s talk about some of those lead generation companies for contractors.

Using Lead Generation Companies For Contractors

Lead Generation Websites

While there are several companies and websites that will generate leads for contractors, such as Angie’s List, Houzz, etc., there are two main problems contractors face when using them:

  • The homeowners on those websites usually choose their company based on price

  • Since it’s a pay-to-play platform, the leads dry up quickly as soon as the contractor decides to stop using their services

While there is definitely a benefit to using these websites, we usually only use the free version of these 3rd party lead-generation websites.

The Alternative: Build A Brand

When you build a brand, selling becomes easier since the trust factor is already there. Plain and simple. 

Did you know 96% of people that discuss brands online do not actually ‘follow’ those brand’s social media profiles? So even though a huge brand can look at the number of social followers they have, 96% of their biggest cheerleaders don’t even follow them BUT still talk about them because of the brand that they’ve built.

Other branding facts

This means that just posting on your construction company’s Facebook page doesn’t necessarily build a brand since most cheerleaders don’t follow your page anyway. Make sense?

The 5-step approach we are going to talk about helps to generate leads year after year because it’s doing something that most other lead-gen sites don’t do; help build a brand. Think about the most famous brands:

  • Nike

  • Uber

  • Apple

Their branding is so strong that they don’t need inside sales reps cold calling people asking if they’d like to buy their product. Nike didn’t become a household name by only listing their company in the clothing section of the Yellow Pages, they built a brand.

Step 1

Ensure You Have A Strong Website

We’re going to walk you through how to strengthen your website.

We’ll go over how the layout of a contractor website should look and talk about what pages must be on the website.

This will make your website easy to navigate, address any problems, and prove you’re the contractor for them!

Website Graphic For Contractors

Step 1

Ensure You Have A Strong Website

Website Graphic For Contractors

We’re going to walk you through how to strengthen your website.

We’ll look at how the layout of a contractor website should look and talk about what pages must to be on the website.

This will make a contractor’s website easy to navigate, address their problems, and prove you’re the contractor for them!

Part 1

Your Homepage Needs To Be Clean & Simple

While there are many ways to lay out your homepage, we suggest having a large, high-quality image take up most of your homepage. This image needs to be representative of what you can provide for the homeowner.

Clean Homepage Of Premier Ponds

This is the homepage of a pond company. While you can’t see it here, the background is actually a video playing on a repeat of the waterfalls flowing.

Notice how the video (or still image from what you can see above) spans the entire width of the homepage. This helps to create a “wow factor” with potential clients.

Sherwood Painting Services Homepage

The homepage banner image of this painting company has a bit of a twist on it in that there is no color to it. Since the paint job on most exterior homes looks pretty similar, it would have been hard to showcase a “superior paint job” from the image, so we darkened it.

The homepage still has the large, simple image look that helps to show the elegance of the company.

Pro Tip: Image size affects the speed of the website. Shrink the file size of your image using Compress png or Compress jpeg, depending on the type of file.

Part 2

Your Most Popular Services Should Be Shown, That’s It

Many companies, and not just those in the construction/contracting world, like to showcase every single service that they provide right off the bat. There is a book, called The Paradox Of Choice, that discusses how providing too many choices to someone actually has a negative effect on them.

Think about Netflix. There is such an overwhelming number of movies to choose from that there is a running joke that people spend 15 minutes browsing through all the movies and end up watching The Office again.  

Premier Ponds

Premier Ponds CTA

Premier Ponds showcases their top 3 services that they provide. Do they do more? Yes.

So, why not show everything at once? The goal is to look clean and simple, and the more we throw at a potential customer, the more we stray away from that idea.

We want to get the potential customer to the proper service page by guiding them there. So in this case, the homeowner has to choose between:

  • Pond Maintenance & Cleaning

  • New Pond Installation

  • Pond Renovation/Repair

Since these 3 services make up about 85% of their total revenue, it wouldn’t make sense to add in the other 8 services they provide just to show it.

Premier Ponds Highlighted Services

Again, less is more. So even with the navigation menu, we don’t throw every service at the homeowner all at once.

Premier Ponds Maintenance Overview Page

If a potential customer were to click on the Pond Maintenance page, it would lead them to the page with seasonal options for them to choose from. From here, clicking on the season leads them to that season’s specific page.

Isn’t it bad to make the potential customer click through a couple pages to get to the exact page they want?

The more specific we can make a page for what the searcher is looking for, the more it convinces them that we’re able to fix their problem. Also, they’re clicking through multiple pages which are guiding them down their own path. The more a visitor engages with your website, the more likely they are to turn into a lead.

Sherwood Painting Services

Sherwood CTA

Sherwood Painting Services has a bit of a different approach and we went with the options of:

  • Our Services

  • Schedule A Consultation

The lifecycle of a homeowner needing painting work done is shorter than that of ponds, so we put the option to get in contact front and center.

Sherwood Services Highlighted

We made it straightforward by only giving the option of Services for Sherwood. This leads them to a page showcasing the options of Exterior Painting, Interior Painting, and Carpentry.

Part 3

The “About Us” Page

The “About Us” page is such an important page because of one big reason:

People don’t hire companies. People hire people.

So make sure your people are on that page! Most contracting companies don’t have photos of the company on this page. How can you expect a potential client to invite you out to their home if they have no idea who you are?

At the minimum, make sure to have on your About Us page:

  • An overview of the company including some of the services you provide

  • Photos or videos of the big players within the company with a summary of who they are and what they do

  • Any recent awards or accolades that the company has won. Business Of The Year in 1999 won’t help anybody

Remember, people hire people. The last thing the About Us page should be is line after line talking about how great the company is with no mentions of culture or who the company is.

Final Remarks On Having A Strong Website

While there are more pages and features that should be added to a contractor’s website, for purposes of generating more leads quickly, these are the big 3.

If we can:

  1. Easily guide potential customers to the exact service they’re looking for
  2. Address their concerns and show them we can fix their problem
  3. Convince them we’re a trustworthy company to work with

then we’ve already got a BIG leg up on the competition.

Step 2

Create Killer Blogs/Articles

Writing content in the forms of blogs & news articles makes you look good. You’re now showing you’re the expert in the area.

We’ll show you how to write a blog that people will care about by teaching you, the contractor, how to know what you should write about.

Having writer’s block before you even start writing? We’ll help you.

Creating Killer Content

Step 2

Create Killer Blogs/Articles

Creating Killer Content

Writing content in the forms of blogs & news articles make you look good. You’re now showing you’re the expert in the area.

We’ll show you how to write a blog that people will care about by teaching you how to know what to write about.

Having writer’s block before you even start writing? We’ll help you.

Part 1

Discover What To Write About

There are 3 main reasons that blogging helps contractors and construction companies in a big way:

  • It proves that you’re the expert in your industry by showing potential customers how much you know

  • It helps to build rapport with readers. Blogs are informal so feel free to write using your own voice

  • It can be a HUGE boost for your website’s SEO

Brief Basics Of Blogging:

  • Ensure you have at least 300 words
    • The blog posts that reach #1 on Google have over 2000 words on average
  • Use pictures and videos
    • Pictures should help break up the text
  • Make the title informative of the blog yet also catchy
    • Using a keyword in the title helps a lot
  • Add links to other pages on your website as well as other websites
  • Write it at a 7th-grade level

Use Google To Tell You What To Write About

How much does replacing a windshield cost?

We’re going to use this as an example. If you’re in the business of replacing windshields, this is going to be a question that you’re asked all the time. So let’s explore this.

First off, make sure you answer the question!

You may be thinking:

Well, it depends on the size of the windshield.

Talk about the different sizes of windshields and the costs associated with it.

  • What drives the price up with windshield sizes?
  • What drives the price down with windshield sizes?

Different car models have different costs associated with it.

Some car companies are really expensive while others allow those on a budget to buy their cars. We expect the higher end cars to have a higher cost associated with a new windshield, but maybe not. Talk about that.

So to summarize this, you’re going to write an entire blog answering the question of how much does replacing a windshield cost? and end up at the conclusion of, it depends.

So I Answered This Question, Now What?

People Also Ask Google

Google will give you all the tools to let you know what people are asking! Pick a couple of these follow-up questions, and answer those.

Searches Related To On Google

Here are the other searches that people are doing. Again, Google tells you what people out there are inquiring about. It’s up to you, as the industry leader, to answer those questions.

Pro Tip: Come up with the top 5 questions that customers ask you and answer those questions. Then, type them into Google to find out what else people search for!

Part 2

Get Your Blogs Found

Would you build a showroom for the products/services you provide in the middle of nowhere? How are you going to sell what you do if nobody ever finds it?

Here’s a common question we get: I heard I need to add locations into the questions I answer. Is that true?

When it comes to answering questions as blogs, if the question is a location-based question then add in the location that you live in (or are writing the blog about). If the question is location-independent, then there’s no need to add your location in. Let’s show the difference:

Location Specific Questions

  • Who are the best landscaping companies near me?
  • How much does a new home in Miami cost?
  • Best places to buy sheen paint

Location-Independent Questions

  • How do I fix a hole in my drywall?
  • Why does paint take so long to dry?
  • What’s the best window brand?

How Long Does It Take For Google To Show My Blog?

It takes time for Google to pick up on these blogs and show them. While it’s very easy to write a couple blogs and then decide it’s not worth the time investment, there’s a huge upside!

This is the traffic from organic searches for one of our client’s at Full Sail Marketing. This is the result of starting to blog in November of the previous year. Fast forward through winter, this is how many people are finding the client’s website from March 1 – July 31.

This stuff works, it just takes patience!

Part 3

Other Contractor Blog Topics

There are a lot of different ways to write a blog. Since variety is the spice of life, changing up the style and types of blogs not only helps your readers but helps you as the writer too.

Wouldn’t it get boring for a fence contractor if they had to put in the exact same fence all the time? Same with writing the same blog over and over.

Top 5 Types Of Blogs For Contractors

Blog Type 1: How-To’s/FAQs

This type of blog is awesome to help build up your expertise in your area. By breaking down common questions and teaching people how to do things in your field, you show them you know what you’re talking about. Keep in mind that these blogs will not immediately convert people into customers.

Somebody searching for “How to paint a bathroom” is most likely not looking to hire someone to paint their bathroom for them. What you get to do is teach them how to paint it so if they decide they don’t want to do it themselves, they’ll now see you as the expert they should hire. Also, if after the bathroom project they have another job to tackle, they’ll be more inclined to hire you!

Example

How To Fix A Pond Leak

In this blog, Premier teaches their readers (whether they’re a future customer or not) all about repairing a pond leak.

This is a solid article because it’s actionable and non-salesy

If people can’t actually perform what you’re teaching them in the how-to, then it’s not going to be well received. Also if the how-to or FAQ is all about your company and not actually providing value, people won’t utilize it and you may lose that future sale.

You should still put a call to action at the bottom to say to readers “hey if you’d rather just have us do it for you, give us a call.” That way you’re giving them the option to just hire you after practically boasting how much you know about the subject!

Blog Type 2: Project Profile

Highlight some projects that you’ve done in the area. This should be informative and tell the story behind the project. Focus on the experience of the customer, not the product that you gave them.

Example

Pondless Water Feature Construction In Nashville

Be Sure To Include:

  • Before and after photos
    • Behind-the-scenes photos of the project help sell the story. However, they’re not mandatory
  • The reason why the customer hired you
    • Saying “the homeowner wanted to paint their kitchen red” isn’t why they hired you. “The homeowner has a big dinner party coming up and they were embarrassed by their current paint color of the kitchen” is why they hired you.
  • What you did on the project
    • This can be an overview or day-by-day

Blog Type 3: Guide

A guide is a higher level blog that should be all-encompassing. If you’re going to create a guide, make sure it packs a punch. These are usually longer articles (as you can see by this guide!).

Example

How To Remove Wallpaper

Although this looks like a how-to, it’s all-encompassing, which makes it a guide.

Blog Type 4: Current Trends

Having current and upcoming trends can be useful in hooking people into reading your blog. These usually sound like:

  • Top 5 ways to remove a stain from a carpet
  • 7 backyard ideas for summer 2018

They have numbers in the title which helps to sell the sizzle!

Example

9 Professional Landscape Lighting Techniques

If someone is searching for “landscape lighting techniques” and this title pops up, they’re going to click on it because it’s engaging to them.

Blog Type 5: Company Spotlight

Not every article that is published needs to be all about helping the reader fix a problem. Sometimes adding in your own company spotlights can help with brand-building.

Example

What We Are Thankful For

Is this blog going to help with SEO? Considering very few people search for what contractors are thankful for, most likely not. Will this blog help bring humility to the company and help build rapport with readers? Definitely.

Final Remarks On Writing Killer Content

Blogging should be an ongoing practice that you do in your contracting company to generate leads. The best way to describe how blogging can help generate leads is to compare it to losing weight. Blogging is to marketing your business as eating healthy is to losing weight.

When in doubt, blog it out.

Step 3

Show Your Clients Who You Are

Have you thought “I need to physically get in front of the customer so they can see how great I am?” We’ll show you how to do that without driving to the homeowner.

We’ll show you the basics of shooting video. More importantly, we’ll show you how to leverage your videos so they’re not falling on deaf ears!

What equipment do you need? We’ve got you covered.

Videos For Contractors

Step 3

Show Your Clients Who You Are

Videos For Contractors

Have you thought “I need to physically get in front of the customer so they can see how great I am?” We’ll show you how to do that without driving to the homeowner.

We’ll show you the basics of shooting video. More importantly, we’ll show you how to leverage your videos so they’re not falling on deaf ears!

What equipment do you need? We’ve got you covered.

Part 1

The Basics Of Video (Including Equipment To Use)

We wish we could say that video and video marketing is the new up and coming thing in the marketing world, but it’s already here. Is it 100% here in the contracting world? Nope! A very small percentage of contractors actually use video to their advantage.

So is video and video marketing the up and coming thing in the contractor marketing world? Definitely.

If you don’t believe that video marketing has a huge upside to your contracting/construction business, here are some stats from Wordstream:

  • YouTube has over 1 billion followers (almost 1/3 of the total internet users)

  • 1/3 of online activity is spent watching video

  • 92% of mobile video viewers share videos with others

  • Companies that use videos grow their revenue 49% faster than those that don’t

  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text

We’re going to talk about the last 2 stats that we mentioned.

Companies that use video marketing grow revenue 49% faster than those that don’t

Use the calculator below to determine when you’ll reach your revenue goals, USING video vs. NOT using video

The proof is in the pudding

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text

The whole reason to create these videos is to sell more work! By getting on camera and showing who you are, you’re creating rapport with potential customers. Body language tells a lot about a person and video takes advantage of this.

Think about how many times you’ve closed a deal strictly by emailing a lead back and forth vs. when they’re able to see you and hear your voice.

Video Equipment Needed

If you were expecting to see pretty expensive equipment and use that as your excuse to not shoot video, sorry to disappoint you. Everything we’re about to tell you that you need is what we use to produce our videos.

Video Camera

iPhone For Videos

The phone that you have in your pocket is going to be good enough. Unless you have a flip phone or a smartphone from before 2012, the camera on your phone will work just fine.

Microphone

Rode Microphone

Source: Amazon

We use this microphone for just about everything we do. Make sure you also get the microphone cord extension so you don’t have to worry about having to stand super close to the camera.

If we had to put a number on the importance of having good audio, we give it a 9/10. Video is a 7/10. Make sure you use a microphone so people can hear what you’re saying!

Tripod & Clip

Tripod For Videos

Source: Amazon

Source: Amazon

The Full Video Setup

Video Recording Setup For Contractors

Settings Of The Camera:

  • Portrait mode (phone turned horizontally)
  • 1080p at 30 fps if you’re on an iPhone
  • Microphone snaked through shirt and clipped near the bottom button on a 2 or 3 button polo

Part 2

What To Talk About On Camera

This really comes down to what type of video you’re recording. Let’s start at the beginning.

How To Make The Subject Of The Video Stand Out

First off, make sure you’re standing in front of the camera so that it can see from your waist to one foot above your head, at the minimum.

You can always zoom in later, but you can’t zoom out.

This is going to sound odd; make sure the sun is shining in your face, not behind you. If the sun is behind you, your face will be a shadow.

What To Say On Camera

Make sure to introduce yourself to those that are watching so you can immediately build rapport. Here’s the shot list we give to our clients:

Download it so you can take it on the go: Full Sail Marketing Project Profile Shot List

**BEFORE/AFTER SHOTS TO BE FILMED ON CAMERA (NOT FB LIVE)**

Day 1 Of Project (To Be Done Prior To Starting Job)

Intro Shot (30-45 seconds)

Please use a tripod and a microphone (run the cord through your shirt, please) with the phone turned horizontally. Make sure the sun is in your face so you don’t look like a black-hole on camera, and check that the phone doesn’t cast a shadow on your face.

  • Introduce yourself, what company you’re with, and speak about the job (see below)
    • Where is the job?
    • What is the product you’re installing/service you’re performing?
    • What are the client’s motivation for doing this and their motivation for going with your company?
  • Please make sure there’s none/minimal background noise or music (quiet on the set!)

Explanation Shot aka The “How” (60 seconds)

Shoot after the intro shot

  • Give a step by step as far as what the job is going to entail
  • Make sure there’s no music/background noise

B-Roll (background) Footage (daily)

  • Get shots of the crew at work each step of the way so it correlates with the Explanation Shots. (Example: If in the Explanation Shot you’re talking about digging, make sure to get at least 10-15 seconds of footage where the crew is digging)
  • Wide shots work best so the viewer can see everything that’s going on (when editing, we can always zoom in, but we can’t zoom out)
  • If you’re going to do a panning shot, please do it on a tripod and use the handle to move the camera. Try to be as smooth as possible (slow and steady)

Final Day Of Project (To Be Done Upon Completion Of Project)

Outro Video Shot (30 seconds)

  • For once the job is finished. With the newly completed job in the background, again introduce yourself/the company. Speak on the outcome of the job, then a salutation like “See ya, next time!”
  • Make sure there’s no music/background noise

Part 3

How To Leverage Your Videos So They’re Actually Watched

So now that we’re on the same page of the equipment to use and what to say on camera, let’s talk about how to leverage the videos so that people actually see them!

Facebook Live

Using Facebook Live helps for two main reasons:

  1. Facebook is pushing live videos to potential clients more than any other type of post (pictures, uploaded videos or text)
  2. It shows a behind-the-scenes look at the company

If Facebook is set up so it will show a contracting company’s Facebook live video to more potential customers, what do you think that does to the company’s brand awareness? More eyes on your company means more opportunities to generate leads! Plus, giving an all-access pass to allow those to view how your crew operates is huge. People love to see what’s behind the curtain.

Pro Tip: Don’t just copy and paste a link from YouTube onto Facebook. Facebook’s goal is to keep people on Facebook so adding a link to another website will cause it to not be shown to as many potential customers! Upload the video directly to Facebook.

Add The Video To YouTube

Since YouTube is the #2 search engine in the world (and is owned by Google, the #1 search engine), wouldn’t it make sense to have your videos accessible to those searching?

If you want to get your YouTube videos to the top of the page and generate more leads, follow Brian:

Post The Video On Your Website

If you’re going to have a page on your website dedicated to a service you provide, make sure to add any relevant videos to that page. It’s social proof that you’ve done what you say you can do! Once you have it on YouTube, you can just embed the YouTube video on your website.

Plus, adding a video to a webpage will most likely increase potential buyer’s time-on-site, and guess who likes to see that? Google, that’s who.

Final Remarks On Showing Clients Who You Are

The HARDEST part of jumping into the video marketing game is shooting your first video. It’s nerve-racking and a lot of people second guess themselves. The best piece of advice is to hit ‘record’ and start talking!

Step 4

Scale Up Your Efforts With Paid Advertising

Have you dabbled in paid advertising before and had it not go well? Don’t worry! We have too… A lot.

We’ll show you the basics of setting up your Facebook page so it doesn’t look neglected to potential customers.

We will also walk through setting up a basic Google Ad campaign as well as boosting a Facebook post like a rockstar!

Paid Advertising Graphic

Step 4

Scale Up Your Efforts With Paid Advertising

Paid Advertising Graphic

Have you dabbled in paid advertising before and had it not go well? Don’t worry! We have too… A lot.

We’ll show you the basics of setting up your Facebook page so it doesn’t look neglected to potential customers.

We will also walk through setting up a basic Google Ad campaign as well as boosting a Facebook post like a rockstar!

Part 1

The Basics Of Making Sure Your Facebook Page Is Complete

Completely setting up a business Facebook page should be one of the first things any contractor does, especially if they’re hoping to generate leads online. Facebook is not going away and half-assing the setup may show that you’re willing to half-ass whatever it is that you do.

Stonehill Logo In Facebook Search

The small, square profile picture is the first thing potential customers see. While it may seem nice to put a picture of a project you’ve done or a picture of you, the contractor, your logo can be the best option. Having your logo helps to:

  • Show you’re a legitimate company
  • Build your brand recognition

Make sure you have a high-quality image of your logo in that section!

Stonehill Builders Facebook Setup

The banner image of the business Facebook page can be where the contractor puts an example of their work. This can either be a high-quality image or, if you want to get fancy, a video!

Contractor Facebook Information Section

Make sure the to fill out the entire section around your business and that it’s correct. How can a contractor generate leads if their contact information is either missing or inaccurate?

Upload photos to show your work! Facebook loves videos and images, so show off what you can do.

Turning On Notification On A Contractor Facebook Page

Be sure to turn notifications on so you don’t miss out on any action. People communicate in many different forms these days, and turning off notifications is like leaving your phone on silent and only periodically checking it each week.

Part 2

Set Up Google Ads (Formerly Known As AdWords)

This should be one of the last things that a contracting company sets up to generate leads. There needs to be an appropriate page to send potential customers to that click on your ad.

Alert: If you send a person to a page that is not EXACTLY what your advertiement says, they will leave and it will negatively affect your account!

The goal is to have a potential customer in the contracting company’s service area search for a service that the contractor provides, have an advertisement addressing that service pop up at the top of Google, and then direct that potential customer to a page discussing that exact service. Notice how streamlined this is.

Imagine if a potential customer called you on the phone to talk about refinishing their hardwood floors and you started talking about the history of your company. It would seem weird and cause confusion/frustration for that potential customer.

How We Used To Run Google Ads

Truthfully, we’ve been burned by running ads improperly in the past.

Here’s what we hoped for:

Us: “Hey Google, when someone searches for anything related to installing a new pond, show them an ad about new pond installation!”

Google: “Sure, no problem! Someone actually just searched for a pond installation company, should we show them your ad?”

Us: “Oh yeah definitely! Once they click on the ad, send them to our website so they can learn more about us and submit a lead form.”

Google: “Done and done! We sent them to your website. Good luck with the sale!”

Here’s what actually happened:

Us: “Hey Google, when someone searches for anything related to installing a new pond, show them an ad about new pond installation!”

Google: “Sure, no problem! Someone actually just searched for information on if you can install a new pond above ground. Should we show them your ad?”

Us: “No thanks, Google! They’re not actually looking for a company to hire, they just want to know if it’s possible.”

Google: “Too late, we showed the ad! They clicked on it and are heading over to your website. Pay us the money!”

Us: “But we don’t want that person since they’re not looking to buy. Do you think they’ll read more information about our new pond installation services and want to hire us?”

Google: “Well, we sent them to your homepage and not your new pond installation services page, so they’re going to have to figure out how to get to that page first. Sorry for the loss! Pay us the money!”

This is the most common outcome of what we see when contractors run their own ads, even with the help of Google’s team!

How We Set Up Google Ads Now

Head over to Google Ads to get started. You’ll need an account to set this all up!

New Campaign Google Ads

Click on the blue “+” to get started on your new campaign!

Search Option Ads

Click on “Search” to get started. Here’s what each of them means:

  • Search: When someone does a search in Google, the results at the top of the page

  • Display: You know those picture ads that show up along the sides of some websites? That’s an example of a display ad

  • Shopping: If you have an e-commerce store, you can promote your products in ads

  • Video: Show video ads to those on YouTube

  • Universal App: Promote your iPhone or Android app

Lead Form And Website Visits Google Ads

We recommend starting with “search” only.

Click on “Leads” and then type in your website address at the bottom.

Campaign Name And Networks In Google Ads For Contractors Guide copy

Name the campaign whatever the overall service is. Uncheck the box asking if you’d like to Include the Search Partners and Display Network.

Pick a daily budget you’re ok with spending (somewhere between $10 – $25 per day) and maximize for clicks. You can always spend more money, but what you don’t want is to spend your entire budget in the first weekend for it to not work. Google Ads is all about testing and retesting.

Subset Idea On Google Ads

This is important. A Campaign is categorized by various Ad Groups. Ad Groups are subcategories of Campaigns. So if the campaign we’re running is Remodeling, the Ad Groups could be:

  • Bathroom remodeling
  • Kitchen remodeling
  • Living room remodeling

Get the picture? If you’re thinking “well why don’t you just make bathroom remodeling and kitchen remodeling its own separate campaign”? You could do that too. You’d still have to create an Ad Group because that’s just how Google Ads is set up.

Bathroom Remodelers Related Searches

Keywords are the things that people are searching for to trigger your ads. Doing research to determine the best keywords (called keyword research) is a science in itself. The suggested searches (which is at the bottom of the Google search page) is a great place to begin to check out what else people in your area are searching for.

Keywords need to be updated throughout the campaign as you find more words that you want to show up for as well as words you don’t want to show up for!

Negative Keywords For Contractors In Google Ads

We copied and pasted that related searches list and noticed that one of the searches is “bathroom remodel ideas”. When starting out, we do not want to target those that are just searching for ideas relating to remodeling. We want those that are ready to hire a professional. Remove this phrase from the keywords.

Ad Creating For Contractors In Google Ads copy
  • Final URL: The webpage that you want to send the potential customer to
    • In this example, its a page DEDICATED to bathroom remodeling services. NOT the homepage of the website.
  • Headline 1: Make sure you use your keyword is in there
  • Headline 2: Use an actionable phrase
    • Learn More, View, Explore, Go Now, etc
  • Display Path: A mock URL to give potential customers peace of mind you’re sending them to the right place
  • Description: The benefit the customer gets by working with you
Ad Example For Contractor Lead Generation

Part 3

Boosting Facebook Posts To Generate Leads

With Facebook showing fewer business posts, it’s getting harder for businesses to generate leads on Facebook. If a contractor can’t get in front of their potential customers, how can they sell to them? This is where boosting a post on Facebook comes in.

What Posts Should Be Boosted On Facebook?

When we talk about marketing and advertising, we go by the numbers, not the emotion. For better or for worse, the market decides what they like and what they don’t. What we mean by this is a homebuilder could put out a picture of the nicest house they’ve ever built on Facebook and if nobody likes/comments/shares the post, the market just decided that the house isn’t worthy of their attention.

The homebuilder may think it’s a great looking house, but the only opinion that matters is of the person that is willing to buy that house. That’s capitalism at it’s finest baby!

So before you boost any post on Facebook, don’t go by emotion, go by the numbers. If your post is generating more engagement (likes/comments/shares) than most of the other posts you put out there, boost it!

The nice thing is Facebook will most likely send you a notification that your post is doing well and you should consider boosting it.

Go by the numbers, not emotion.

Learn more about boosting Facebook posts

How To Actually Boost The Post

Boost Facebook Post

So now that we have our awesomely performing post, let’s boost it!

If we’re going to spend money on Facebook, pity likes from friends who aren’t actually going to buy anything will just be a waste of money for a small ego boost, so we’re going to go for the targeted approach: potential customers in the contractor’s service area.

Ideal Customer On Facebook For Contractors

Enter in your ideal customer’s information into Facebook so you can target them. If you don’t know who your ideal customer is, think about your top 10 customers:

  • Are they a certain gender?
  • Do they fall into an age bracket?
  • What about where they live?

We don’t want to run ads for a new custom-built home to an 18-year-old getting ready to leave for college. It’ll just waste money.

Detailed Facebook Targeting

If we’re trying to get really detailed, go ahead and use the Detailed Targeting function.

Once you select a budget you’d like to spend on this ad, Facebook will give you a rough estimate of how many people it’ll reach and you’re good to go!

Final Thoughts On Scaling Up Your Efforts With Paid Advertising

Paid advertising is not easy. Many contractors and construction companies dabble in it, don’t have a great experience, and then get a bad taste in their mouth. Or, they pay some cheap company to manage their advertising for them and when the cheap company doesn’t do what they’re promising, the contractor/construction company gets an even worse taste in their mouth.

If this stuff was easy enough for everyone to do it themselves, there wouldn’t be advertising agencies making 9-figures a year just on handling paid advertising. These are just the basics and should give you an idea of what’s possible!

Step 5

Create Recurring Customers To Upsell To

It’s important to remember that a contractor’s job is to help guide the homeowner, not be a salesman.

Learn how to upsell to your current customers via email and Facebook without feeling pushy.

Customer appreciation events make customers feel like you care about them. Let’s talk about the right way and the wrong way to put these on.

Step 5

Create Recurring Customers To Upsell To

It’s important to remember that a contractor’s job is to help guide the homeowner, not be a salesman.

Learn how to upsell to your current customers via email and Facebook without feeling pushy.

Customer appreciation events make customers feel like you care about them. Let’s talk about the right way and the wrong way to put these on.

Part 1

Be Genuine In Everything You Do

Let’s face it, most people don’t like getting sold to. They love to buy, but not getting sold to. So if a potential customer feels like a contractor is trying to sell to them, their guards go up and the contractor is at a huge disadvantage.

Another feat to overcome is being a contractor. Of all the things that consumers complained about in 2017, home improvement and construction was #2 behind cars. So not only are homeowners going to have their guards up because they feel like they’re being sold to, they’re being sold to by the #2 most complained about industry out there!

How To Overcome The Negative Stigma Surrounding Contractors And Salesman

Be genuine in everything you do.

Every strategy that we showed you above is meant to be non-invasive. We’re not suggesting cold-calling families that just sat down for dinner or going door-to-door hoping to sell your service. What we discuss are all methods to get the right message in front of the right people at the right time. So with that, keep everything informative and guide-like.

When writing blogs or filming project profile videos, the more informative and helpful they are, the more people want to buy from you. If they smell a salesman is writing the blog or filming the video, their guard goes up and whatever they’re about to learn, no longer holds much weight in the homeowner’s mind since it’s not coming from a genuine place.

But if I don’t tell them that it’s a service that we can provide for them, I won’t get hired since these blogs are neutral!

If you’re a deck builder and you record a video talking about how to properly install railings on a deck, don’t you think the homeowner knows that’s a service you’re able to do? They don’t need to be told.

Continue to answer the questions you’re asked

Every question a contractor is asked should be answered in either a video or a blog. This way when homeowners are researching the company, every single objection they can think of is answered upfront. How should they be answered? In a non-salesy, informative way.

Part 2

Use Email Marketing And Facebook Advertising To Sell

Email Marketing

Email isn’t going away. It’s been around since pretty much the inception of the internet. When it comes to emails and newsletters, think about the newsletters you receive. If you’re actually reading them, then they’re usually one of two things:

  1. A nice, informative email about something you’re interested in
  2. A newsletter announcing items on sale

That’s about it, really. So if you’re a contractor and you’re thinking about doing email marketing to current clients, unless you’re running a sale every month, you’ll probably fall into the first boat. So make sure you’re informative in your emails.

Send out the latest blog you’ve written that helps solve a problem many of your clients face. If there’s a summer holiday coming up and you provide services outside of the home, send out a great grilling recipe that can be enjoyed on the patios you install. Not salesy, but let them know that your service isn’t a product but an experience.

Facebook Advertising

Most contractors that have an email list don’t leverage the power of that email list on Facebook. You can actually upload that email list into Facebook and show just your customers an ad!

Head over to your Facebook Business Manager.

Audiences Query In Facebook

In the search bar, search for “audiences” and click on the dropdown that shows that same name.

We’re going to create a Customer File audience.

Add Customers From Files For Contractors In Lead Gen

We’re going to create a list from either a spreadsheet of emails or using copy and paste. If you’ve got a MailChimp account, you’re able to import the list directly into Facebook.

Adding Customer List For Lead Gen

Either upload a list (via Excel or Google Sheets) or simply copy and paste your customer list.

Follow the prompts the match your data with Facebook’s data and you’ve created a custom Facebook audience of only your customers!

Part 3

Host A Customer Appreciation Event

People buy on emotion, not logic. When a contractor hosts a customer appreciation event, it plays to the emotions of the customer. Think about how many times you went out to grab a drink with a friend because it was the logical thing to do. It’s probably a much lower number than the number of times you went out to grab a drink with a friend because you wanted to have fun. This is how a customer appreciation event should feel.

This event should feel like a fun experience the customers are looking forward to compared to feeling obligated to go and get sold to.

A lot of contractors and construction companies still show up to trade shows to try and impress potential new customers and neglect their current customers.

While the number fluctuates, many agree that it’s about 7x more expensive to acquire a new customer than retain a current customer

The event can be a casual bbq at your home where your entire goal is to show your human side to customers. Nothing more, nothing less.

Final Thoughts On Creating Recurring Customers To Upsell To

You’re only able to upsell customers if you’ve established one thing; trust. Without trust, upselling is damn near impossible. Every interaction with both potential and current customers, whether it’s face to face or online, should be aimed at building more and more trust.

What Are You Going To Implement?

Let’s talk about you! What’s the first thing you’re going to do from this 5 step guide?

Is it to make sure your website is clean and only has a few services listed?

What about running Facebook ads to current clients by uploading your email list?

Either way, drop us a comment below so we know what’s most important to you! Don’t worry, we’ll respond and help you through whatever step of the process it is.

Start

What Are You Going To Implement?

Start

Let’s talk about you! What’s the first thing you’re going to from the 5 step guide?

Is it to make sure your website is clean and only has a few services listed?

What about running Facebook ads to current clients by uploading your email list?

Either way, drop us a comment below so we know what’s most important to you! Don’t worry, we’ll respond and help you through whatever step of the process it is.

2018-10-13T18:37:48+00:00

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