The $70,000 Lesson in Roofing Marketing and Sales: Importance of Follow-Up
Are you a roofing contractor who’s been wondering why there’s been a drop in your lead-to-appointment ratio? Worry not! Here’s a comprehensive guide to help you diagnose the problem areas and get back on the success track.
1. Technology Troubles:
a. The Spam Issue:
First things first, ensure your contact number isn’t being flagged as spam. This can lead to missed opportunities and damage your reputation in the market.
b. CRM & Text Messaging:
If you’re sending texts via a Customer Relationship Management (CRM) tool, it’s essential to ensure your number is A2P (Application to Person) compliant.
2. Process Deep Dive:
a. Training Protocols:
Does your team have a robust training mechanism in place? A well-defined process is crucial for consistency and efficiency.
b. Lead Nurturing Techniques:
Reflect on your current lead engagement methods. How frequently and effectively are you communicating with potential clients?
c. Don’t Reinvent the Wheel:
A comprehensive study by the Harvard Business Review analyzed 15,000 leads to determine the best practices. It’s wise to capitalize on these insights.
3. Human Element Evaluation:
a. Consistency is Key:
Training your team is a great start, but it’s equally essential to ensure they’re adhering to the set protocols.
b. Trust, but Verify:
While it’s tempting to take your team’s word at face value, periodic surprise checks can provide a real picture of response times and efficiency. Data-driven decisions are always a safer bet.
4. Reviewing Your Marketing Efforts:
a. Ad Analysis:
Could there be an element in your advertising campaign that’s attracting non-committed inquiries? For instance, offering “$0 financing” can yield different results based on geographical nuances.
b. Enhancing Lead Quality:
Consider incorporating an additional step or two in your lead generation process. Making potential clients invest a bit more effort during the sign-up phase can significantly improve lead quality.
In conclusion, the journey to refining your lead-to-appointment conversion isn’t just about reading; it’s about continuous action and iteration. Assess, tweak, and monitor. Before you know it, you’ll witness your conversion rates soaring once again! 🚀📈
