Homeowners Unlucky Enough To Request Quotes Via Online Lead Services Are Going To Get Swamped By Contractors.
Homeowners Unlucky Enough To Request Quotes Via Online Home Improvement Lead Services Are Going To Get Swamped By Contractors
There’s A 95% Chance You Should Just Stay Away.
But There’s A 5% Chance You Could Make A Ton Of Money….
By Rich Harshaw
You know a company is in trouble when they feel compelled to change their name.
Amway became Quixtar to disassociate itself from cheeziness. Andersen Consulting became Accenture to avoid being identified with the word “scandal.” Philip Morris changed its name to Altria because, well, you know. And Kentucky Fried Chicken hoped that KFC would obfuscate their finger lickin’ origins.
So it shouldn’t have come as a surprise to anyone in the remodeling industry when online lead seller “Service Magic” decided to get new letterhead and business cards as they updated their name to Home Advisor in 2012. According to the official company line, the reason had more to do with a dissatisfaction with the word “Magic” in their name, and a shift to a focus on home maintenance.
In a related story, in my decade-plus long career in contractor marketing, I’ve yet to find a single business owner who claims to actually like the company.
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The Sunroom Idea Guide Offer Generated More Leads In A Day Than They’d Ever Received In A Month…
The Sunroom Idea Guide Offer Generated More Home Improvement Leads In A Day Than They’d Ever Received In A Month…
What If You Could Buy A Mailing List Of Everyone Who Was Going To Buy What You Sell In The Next Two Years?
(You Can. Sort Of.)
By Rich Harshaw
“We’re up to sixteen calls today, and it’s only 2:30! We’ve never seen a response like this before—EVER!”
Sixteen calls by 2:30 may or may not seem like a lot to you, but for Dan, who answered the phone for the little sunroom company in New Jersey, sixteen might as well have been a million. The most they’d ever received in a single day, it turns out, was about ten, and that was years ago. The fact is they had never received more than twenty-five calls from a single ad in an entire MONTH. When the sixteen leads grew into twenty-six by the end of the day—and seventy-three by the end of the first week—they were shocked with disbelief.
The difference? They simply added a second offer to the same ad they had been running for years. Instead of only including the usual (and expected) incentive offer—which rotated between 20% off, a free heat/cool unit, a $2,500 discount, a free cruise, etc.—this time they added an interesting information offer: A free “Sunroom Idea Guide.” Readers were instructed to call in or go online to request the guide that would show them the various styles of sunrooms available, photos of thirty-three different sunrooms this particular company had built, and a pricing guide.
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