Lead generation best practices from webinar 3-21-14

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Simonton Windows, Inc proudly shares these helpful lead generation best practices. We do not make any outside source endorsements of any third party mentioned in this training and information contained herein should only be considered as part of a well-researched marketing plan.
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  • 1. Lead Generation Best Practices 1
  • 2. Look for me on For training requests, email: Follow us on Facebook & Twitter @SimontonWindows Get today’s presentation online!! www.slideshare.net/slideshow/embed_code/ Your DSM or, ashleigh_vanness@simonton.c om www.slideshare.net/doug_thetrainer
  • 3. Lead Generation Best Practices Today’s goal is to highlight lead generation ideas which are; • Highly effective • Low cost • Successful methods used by other companies
  • 4. 4 Top Home Improvement Lead Sources Canvassing ProNetwork 8 Point Method Professional Review Boards Direct Mail (Letter, Post Card, Brochure) Installation Invitation TV & Radio Social Media Home Shows, Events & Malls Referrals Lead Generation Best Practices
  • 5. Lead Generation - Canvassing
  • 6. 6 The Canvassing Team • Hire a canvassing service • Employ a canvassing service From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 7. 7 Hiring a canvassing service There are companies that are already formed to do this service. If you are a small company, you and your sales force can make this a part of your marketing and sales plan. The cost is typically around $300 per lead From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 8. 8 Employ a canvassing service • Hire a team • Leader and; • Several canvassers • Total canvassing budget should not exceed 10% of marketing costs From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 9. 9 Canvas Team: •Team Leader: Full time employee. Recruits, trains, and supervises canvassers (trains by example), Maintains goals, Base salary plus incentives •The Canvasser: 19 or older high school graduate - college student works best, Clean-cut dress code, Part time (1000 hr. rule), Hourly base plus incentives •Training: This is a scripted, short presentation. The canvassers must be trained and they must practice the sales methodology for "getting the interest for an appointment." Most companies gain a hook by providing something to the prospect for an appointment: a gift, a free inspection, etc. Note: many communities require fee based license/authority for canvassing. Hefty fines can take place if these rules are not followed (paid for). From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 10. ProNetwork
  • 11. ProNetwork Simonton University Ad Builder The Contractor’s Resource
  • 12. What is ProNetwork? • Dedicated resource for contractors, remodelers, builders, and dealers • Members earn points for qualifying window and door purchases as well as by completing courses on Simonton University • Redeem points for lead generation materials or general merchandise
  • 13. The mission of ProNetwork (in conjunction with Simonton University and Ad Builder) is to create pull demand for Simonton products to drive profitable sales. Program objectives: – Establish and maintain long-term, direct relationships with contractors – Build loyalty and trust with contractors and dealers – Reward contractors for doing business with Simonton – Provide the critical tools and training to help contractors grow their business
  • 14. Where do you sign-up? https://pronetwork.com/
  • 15. What is Simonton University? • The training side of ProNetwork • An educational site for everyone in the home improvement industry – Distributors – Contractors – Remodelers – Architects – Interior Designers – Simonton Employees
  • 16. URL: http://learn.simonton.com/ Simonton University
  • 17. What is Ad Builder? • The marketing resource side of ProNetwork • Provides customers and contractors with 24/7 access to marketing assets and professionally- designed, customizable marketing materials – Photos – Logos – Web ads – Print ads – Postcards – Geographically- targeted mailing lists
  • 18. Materials are focused on installers Contractor address and contact info will auto-populate this area. Users will be able to edit the text and, in most cases, there will be space for special offers, promotions, etc.
  • 19. – 24/7 access to Simonton assets – No need to call Simonton to request photos or logos
  • 20. 20 1 2 3 4 5 6 7 8 =Project Address Lead Generation – 8 Point System
  • 21. • About 25 cents each • Door hangers go on minimum of; • Three houses across street • Three houses behind project • Two next door neighbors • Door hangers content: • Sell without selling • Backdoor hook • Incentivize install crew • Commission • Per lead (average cost of lead can be about $300 per) • Both • Sales Consultant prerequisite Lead Generation – 8 Point System
  • 22. Summary • Up to 20% rate of return • Content drives response • Very low cost • Team effort • Consultant prerequisite • Installation team Lead Generation – 8 Point System
  • 23. Professional Review Boards
  • 24. Porch Mission & Vision The first home improvement network. Connecting homeowners to the right professional based on demonstrated work history. Media coverage in over 2,000 outlets Porch.com
  • 25. Fast Facts • $6.25m funding (seed round) from top angels • 80 employees, growing to 180 in 2014 • Key partnerships: Lowe’s, Realtor.com, Hanley Wood Porch.com
  • 26. A home improvement network New business driven by prior work. Qualified homeowners contact the professional directly. We don’t sell leads. Free for homeowners / broader reach In the age of Google, homeowners expect free access to information. Reach to 100 million homes. Tailored search results Search results based on what matters to the specific homeowner given their priorities and exact home location. A beautiful, easy search experience We make home improvement fun, beautiful, and transparent. How Porch is different
  • 27. Porch is growing – massive coverage and consumers Porch.com
  • 28. For free • Free business profile • Free for homeowners to search • Optional premium tools available More business Homeowners find you when: • You've done projects nearby • You've done work on similar homes • You've been endorsed by colleagues and homeowners Better exposure • Beautiful profile builds homeowner confidence • Upload unlimited projects to highlight your work Free profile benefits Create a free profile at pro.porch.com!
  • 29. Contact info Porch.com
  • 30. Services Endorsements Project history info Company description Porch.com
  • 31. Lead Generation – Direct Mail
  • 32. Direct Mail • Needs constant monitoring for effectiveness • Is a science • Often outsourced (Val-Pak, etc.) • Needs call to action Lead Generation – Direct Mail From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 33. Call to action/Hook • Should include one of the following • Down-season special pricing • Overstock clearance • Promotion of new product or service • Special financing • Free inspection • Other compelling reasons for contact • Be sure to include brand, personal and product • Separation from competition • Include community footprint Lead Generation – Direct Mail From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 34. What to expect: • It takes time – a lot of time! • Customers can hold onto mail for > a year • Repeating message substantiates viability • Often need > 6x to remember • Return on Investment • Average response rate is < 1% • Responses tend to be solid Lead Generation – Direct Mail From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 35. Lead Generation - Install Invite 35 Blanket neighborhood prior to installation, inviting neighbors to come watch and ask questions
  • 36. Lead Generation - Install Invite Try signage that says “come see the work in progress!!” • Dry erase marker with address – recycle signs • Like garage sale signs, steering into neighborhood • Be sure installers have business cards • Installer appointment bonus – incent
  • 37. TV & Radio • Requires a healthy marketing budget • Radio is less costly and can be measured more readily • Branding is intangible result – credibility • Needs call to action • Loses emotion quickly • Make phone number or website easy to remember! • Target audience is 45-65 years old • If choosing radio, conservative talk shows tend to yield highest results Lead Generation – TV & Radio From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 38. Lead Generation – Social Media 38 Social Networking Specials, testimonials, before and after
  • 39. This is an example of effectively utilizing Social Media. Jones and Associates, from Lubbock, TX shares industry reports, before and after pictures and contests. Image and information used with permission from Jones and Associates
  • 40. Shows, Events & Malls So many potential customers. How do I attract them? Lead Generation – Home Shows/Events From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 41. Shows, Events & Malls • Face to face method • High energy is needed • Never quote price – EVER!! • Display needs to draw attention • Needs call to action • Track visitors/leads • Follow short script – approx 1 minute to gain interest • Ensure literature and employees look professional Lead Generation – Home Shows/Events From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 42. Lead Generation - Referrals 42 Referrals How do I get my customer to tell others?
  • 43. Lead Generation - Referrals 43
  • 44. Lead Generation - Referrals 44 Referrals • Most companies utilize referral bonuses • Most do not ask – ask EVERYONE • Best closing rate of all leads • Back end of installation is appropriate • Get comfortable, practice! “I want to let you know how thankful I am that you trusted us with your project. The very same courtesy and service you received is how we treat every customer. Can you think of a couple of people who may want some information on our energy saving windows?”
  • 45. Lead Generation - Summary • Have a multi-faceted plan • The more types of lead generation, the greater the reach • The greater the reach, the better your brand awareness • KISS theory to start • Keep It Simple! • If budget is tough, start with 8 point, yard signs, referrals, etc. • Measure results • You can’t improve what you don’t measure • Find best performers • Don’t be lazy – especially with referrals! • Easiest to use if rehearsed • Greatest rate of return ‘The best life lesson to learn: Diligence = success’
  • 46. Look for me on For training requests, email: Follow us on Facebook & Twitter @SimontonWindows Get today’s presentation online!! www.slideshare.net/slideshow/embed_code/ Your DSM or, ashleigh_vanness@simonton.com www.slideshare.net/doug_thetrainer
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