Home Improvement
Feb 1

7 Home Service Lead Acquisition Strategies

Nate Joens

Nate Joens

Co-founder, head of innovation

home service leads

7 Home Service Lead Acquisition Strategies

You’ve tried social media, expensive pay-per-click campaigns, and spent hours setting up a Google My Business Page. Still, you can’t find quality leads for your home service business. 

If this sounds familiar to you, then you’re not alone. Running a home service business can be lucrative. But you need a system for finding leads that fit your business.

That’s one of the main issues here—businesses forcing lead-generation tactics that don’t generate results. We’re here to change that! In this guide, we’ll be going over:

  • Tested and proven lead generation strategies for home service (both paid and free). 
  • How to find the right lead generation strategy for your business. 
  • Best practices for streamlining and optimizing your lead generation. 

Tested and Proven Home Service Lead Generation Strategies

lead generation for contractors

Running lead generation campaigns can get expensive. The average cost per lead ranges between $38-$100 for popular home services like HVAC, roofing, and landscaping. 

So, if you plan on going for a lead generation campaign, try one of the following tested and proven strategies for finding quality home service leads:

Content Marketing

Content marketing is excellent for converting leads into sales. That’s because high-quality and valuable content attracts leads interested in your services. 

The only issue is content marketing strategies like writing blogs and SEO takes a while to ramp up. But consistently writing quality content helps you connect with people seeking your services. 

Email Marketing 

You can try email marketing if you want a more proactive approach to finding home service leads. Cold emails aren’t as costly as PPC campaigns and, when done correctly, can even generate more ROI. 

Email marketing can also be used to supplement other lead-generation and sales efforts. For example, you can send follow-ups, nurture, and qualify leads faster and at scale.  

Landing Page Optimization

You should consider building a website if you don’t have one. A fully optimized site can become a 24/7 lead generation machine. Remember, all your marketing efforts should redirect back to your site.

That’s why your site needs to be ready to capture lead information as conveniently as possible. For example, form fields that capture contact info should be above the fold. Meanwhile, the form fields should only capture relevant information (name, email, and contact number). 

User-Generated Content (UGC)

Building trust and authority is essential for any home service business. UGC helps you with both. Customers trust their peers more than any paid-for ad. 

With UGC, you’re letting your customers speak for you. That’s why highlighting testimonials, reviews, and content your customers upload on your website or social media is important. 

Building Relationships Locally

Adding a face to the name does wonders for home service businesses. That’s why going around town and building relationships with people and other businesses is so underrated. 

You can even partner with local suppliers, hardware stores, or a mom-and-pop shop selling pottery equipment. Building relationships helps you widen your network and help you get more referrals.

But remember, it should work both ways. So, think about what you can offer these businesses as well. 

Being Active in Online Communities

Online communities like Reddit, Quora, or even groups on social media sites like Facebook are great for engaging with your audience directly. You can answer questions, provide your insights, and network. 

But don’t make the mistake of pushing your home services here. What’s important is providing value. Establish yourself as a pillar of the community. Then, when people in the community have home service needs they can’t DIY, you’ll be top-of-mind. 

Online Reviews

Ask your previous customers for a quick review on platforms like GMB, HomeAdvisor, Angie’sList, Facebook, and Yelp. You can ask them immediately after a project or by sending them a friendly email. 

How to Qualify Home Service Leads

lead qualification

Qualifying helps you focus on leads with the highest chance of conversions. Here are some tips you can follow to streamline home service lead qualification:

BANT 

BANT is an acronym that stands for Budget, Authority, Need, and Timing. It's a lead qualification framework outlining whether a lead can afford your services, authorize a purchase, or needs your service in the immediate future. 

For example, a home renovation company can use BANT to identify the following:

  • If a homeowner has allocated a budget for a renovation. 
  • The final decision-maker in a household, real-estate agency, or flipping agency. 
  • If there is a need for a renovation (damaged roofing, expecting bigger family, etc.)
  • The timeframe they have for a renovation project. 

MEDDIC

MEDDIC is another qualification framework that stands for:

  • Metrics
  • Economic Buyer
  • Decision Criteria
  • Decision Process
  • Identifying Pain Points
  • Champion

It works similarly to BANT but provides a more in-depth look at a lead’s needs which ultimately helps convert into a sale. Metrics help quantify the gains a lead gets from purchasing your service. An economic buyer is the person authorized to make a purchase. 

The decision criteria and process identifies what leads are looking for in a home service company so you can set yourself apart from the competition. Identifying pain points help you further understand the needs of your leads. 

Finally, a Champion is someone from the inside of your lead’s organization that’s pushing for your success. A champion doesn’t need to be the final decision maker but should be somebody within the organization that people respect. 

Qualifying Leads with Structurely

how to qualify a lead

‍Using a qualification tool is the fastest, most convenient, and most streamlined way of qualifying and converting leads.

Instead of spending precious time manually qualifying, tools like Structurely do the heavy lifting for you. Home service businesses, from roofing, siding, and even solar installation, have seen massive success using Structurely. 

In the home service industry, the best way to qualify leads is to personally converse with leads, understand their needs, and offer the best possible solutions.

Structurely enables you to automate qualification through organic conversations. This way, you get to focus on what you do best—closing leads. 

Key Takeaways

To make the most of your acquisition efforts, remember these best practices:

  • Create high-quality and valuable content to build authority in your industry. 
  • Try a combination of outbound and inbound marketing techniques like email and SEO. 
  • Utilize user-generated content (UGC) as a form of social proof. 
  • Network and build relationships with businesses and people in your locale. 
  • Be active in online communities and genuinely help by providing insight. 

You can find leads for your home service business in dozens of ways. But at the end of the day, qualified leads generate revenue.

Automate the qualification process with Structurely! Start qualifying leads today!

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