If you want to be the best, you need to be proactive. Relying on customers to come to you is fine if you’re well-established, but if you want to win more work and reel in the big fish, you need to get your sales game sorted.
Short on time? Skip ahead!
When it comes to attracting valuable sales leads for your construction business, it’s all about your audience. To nail down exactly what type of lead is right for you, ask yourself the following questions.
Start by writing down some things about the kind of person you want to sell to. Some factors to consider:
Getting a clear picture of these types of factors will help you a lot when it comes to finding leads. It also means that when you finally get in touch with them, you’ll know how to talk to them and seal the deal.
Try to understand the needs of your ideal lead or customer. Will you be helping them with quick one-off jobs, or building an entirely new home? The answer to this question will inform the approach you take when trying to attract leads.
It’s a good idea to start by targeting people close by. Most potential customers will be more open to hiring a local builder so that they have someone nearby to call on when needed.
Have a think about timing. Are you the 9-5, 7 days a week kind of builder, or does a 4-day workweek peppered with plenty of holidays appeal to you more? Is a long-term job that takes months or even years up your street, or are you the type to hop from job to job quickly?
Not only will these questions help you decide what your boundaries are, but they’ll ensure that you attract customers whose demands meet your working style.
If you want to stand out from all of the other construction experts competing for customers, then you need to have a damn good point of difference.
Offering something that no one else can means you’re far more likely to attract leads and sales.
A point of difference can come in many forms, and it’s essential to think outside the box, but here are a few ideas:
By answering the questions above, you’ll begin to get a pretty good idea of where your potential customers will be hanging out — both online and offline.
For instance, if you’ve decided that your target market is middle-aged locals with high incomes, then you could drive around nice neighbourhoods and drop flyers in letterboxes or simply talk to people.
If your target market is a little younger, you can try digital marketing or social media.
Actively searching for sales leads is a great way to accurately target potential customers, but these kinds of leads are usually ‘cold’, meaning you never know if the person you’re talking to needs your services or how they’ll respond to your sales pitch.
If you want leads that are likely to turn into a sale, then you want ‘warm’ or ‘hot’ leads — leads that are already part-way in the bag. These are leads that have the need for construction services and may have even expressed an interest in you or your competitors before.
If you want to generate these kinds of leads, you need to get your name out there and let the customer come to you. Start with trade directories, a decent social media channel, a website with a proper enquiries page, and some good old-fashioned posters and flyers.
Trade tip: Leads are all around you. Make sure you’re prepared if you find one in the wild with a top-quality business card!
Once you’ve started to generate a good pool of leads, it’s time to get selling. While you might feel daunted by the process at first, it’ll quickly become a cakewalk. Just make sure you have a decent sales process in place.
The next big question you need to ask yourself is whether you have a plan for when you start turning leads into sales. As your number of jobs increases, will you be prepared to deal with all the admin? While it may seem plausible to use spreadsheets or a notebook to sort your admin, the reality is that this kind of system is outdated and will only cost you time and energy in the long run.
By getting ahead of your admin early with solid job management software like Tradify, you’ll free up time and make life easy.
Try it free for 14 days or see the app in action in one of our live demo webinars.