Contractor Leads for Winter, Google Ads, Lead Generation, Uncategorized

How to Utilize Google Ads for Seasonal Marketing

Don’t Let Your Business Go Into Hibernation This Winter

by Devon Osborne

As the weather changes from season to season, everyone’s needs shift with them. If you’re in the dead of winter in New England, you’re likely not looking to paint the outside of your home or have it pressure washed. As fall approaches, contractors typically see their calendars less scheduled out. You may be wondering, “How can I keep my calendar booked with jobs during the winter months to keep my business afloat?”

SEO is not always enough to keep businesses busy in the colder months. Ranking organically takes time and effort and pre-planning. To be successful during “off” times, you need to be thinking about what services you want to push months in advance if you want to be seen on the first page of Google.  

If you have not modified your organic service offerings yet, all is not lost. Changing your service offerings with the seasons is a great way to keep a steady stream of revenue coming in for your business no matter what time of year. It takes just a little planning and strategy.

How Google Ads Can Help

Instead of letting your business hibernate this winter, try running a streamlined Google Ads campaign for your most profitable winter services. Doing so will help get your business to the first page much quicker. Pay Per Click Google Ads are a great tool for boosting your lead volume. By running an ads campaign, you will have the ability to promote your services more aggressively and keep your revenue stream flowing. You can choose exactly what services you’d like to allocate your budget to in order to be seen more often by potential customers and get more calls for quotes.

Some of the most popular services that our Google Ads specialists target for contractors in the winter months include:

  • Snow Plowing
  • Snow Shoveling
  • Roof Shoveling
  • Ice Dam Removal
  • Interior Painting
  • Irrigation Closures
  • Pool Closures
  • Insulation Installation
  • Heating System Checks
  • And More!

If you optimize your Google Ads campaign and are competitive with your budget and bids, you will likely start to see those calls start coming through within a few weeks. There are many components to running a successful PPC campaign. If you’re not confident that you have the proper knowledge to run a profitable ads campaign on your own, consider hiring a PPC agency instead. Utilizing a company with a proven track record of getting leads using this method can save you time and money in the long run and allow you to focus on service delivery.

digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, SEO, service contractor leads

How to Close More Sales: Quick Strategies for Service Contractors

Try These 3 Strategies Now to Win More Business

Do you notice some of your competitors seem to stay busier than you? You may even know that they cut corners, use uninsured workers, or lower quality materials than you do. Wonder how they manage to get more jobs? First, it may simply be that they are investing more in advertising and lead generation. It may just be a difference in lead volume. If that’s the case, there are steps you can take to compete with them online. 

However, there are also immediate steps you can take now that are simple and effective. Competition among local service contractors is tighter than ever. How can you make your business stand out and stay “top of mind” with your potential customers? 

We’ve outlined three areas where you can have an immediate and substantial impact. Impress your potential customers and win more business by following these guidelines. 

1. Perfect Your Presentation

Your appearance: It may seem obvious, but first impressions really are critical. People often decide within seconds if they find you trustworthy. It doesn’t take much to win over your prospective clients. Always carry an extra clean shirt, a stick of deodorant, and a comb in your vehicle and spruce up before you pay a visit to give an estimate. If you’re a smoker, keep that clean shirt in a Ziploc bag and have a stick of gum handy. Last, don’t forget to greet your customers on time and with a warm smile.

Your pitch: Before you arrive to give a quote, call or text your customer to let them know you are on your way. This not only impresses them, but also reminds them to be there and ready for you. The team at 99 Calls vets the lead calls that our customers receive and we’re always amazed at the number of clients who have to call the contractors because they didn’t show for an appointment. If you end up running late, no big deal. It happens, but keep your prospects informed!

After you introduce yourself, and exchange greetings, be prepared to give a short pitch or elevator speech about yourself and your business. Successful business owners often let the customer know about their experience, any certifications earned, and other points that will put a customer at ease. Do you run background checks on employees? Are you going to be present at the job site? Let them know. If you have a reference list, give them a copy. Some contractors arrive with a 3-ring binder with photos of jobs they’ve completed. 

Demonstrate that you hear them: Be sure to listen and take notes when the customer is describing their issue and what they would like to do to resolve it. Be prepared to give suggestions on how the issue can be resolved in the most cost-effective and efficient way. Once they have shown you what they want to be quoted, be sure to ask questions to clarify your understanding. Then repeat to them what you heard so there is no miscommunication.

2. Polish Your Proposal

Quick turnarounds impress. Provide your prospective customer with a written (electronic) quote within 24 hours of your visit. If you really want to impress them and have quoting software, work up the estimate on your tablet right after you leave and send it in an email within an hour. If you really, really want to impress them, send a text message letting them know you’ve just emailed their quote! Be sure to include those finer details on the estimate that the customer brought up during the appointment.

Offer 2-3 choices. Rather than giving them the option to go with you or go with a competitor, offer 2-3 options for getting the job done. Order them in terms of cost, time estimates for completion, and complexity and give reasons why each could solve their problem. When giving 3 options, make the second seem the most favorable or the most valuable solution. People like to choose a practical solution, one that will save them money but still give them a quality product. Consumers are always searching for the best value they can find. Make it easy to choose yours.

3. Be Persistent

Persistence pays. Over 90% of contractors do not follow up on their estimates. They wait for the customer to call them. If you are telling yourself, “If they want the job done, they will call me.”, you are missing out on many opportunities! People get busy. They forget. The project goes on the back burner. What brings it back to an urgent issue? Often, either the item finally breaks beyond repair, or a contractor contacts them at the right time and gets the “yes”. How can you be that contractor? Follow up. By phone and email and text.

Yes, people are being bombarded every day with solicitors emailing and texting and the old 7-touch rule of sales may be overdoing it but people still need “touches” or reminders. A gentle nudge that they need the service done and especially that you’re the right person to do it can make all the difference. There is nothing wrong with following up the next day by phone to ensure they received the emailed quote. Then, send a quick text 3-4 days later to ask if they have any questions. Try again in 10 days to two weeks to let them know you’ve got some time coming up on your schedule. Most customers do not find well-timed follow-ups annoying. They often appreciate the reminders. And when they do decide to get the work done, guess which contractor is first on their mind?

On Getting More Leads

The steps outlined here are meant to be simple techniques that can be executed quickly. The results will be immediate. What was not touched on was potentially the most impactful (and most challenging) way to close more sales, which is to get more leads to bid on. If you close 25% of the jobs you bid on and you give quotes on four jobs per week, you’ll likely win one new job each week. Double your lead volume and you’ll double your sales. Here is more information on getting more leads by investing in lead generation

Google Ads, online marketing, Pay Per Click Advertising, PPC

11 Ways to Optimize Your Google Ads Campaign

by Diane Lovine

If you are like other small service businesses that depend on inbound leads, you likely have some experience with Google Ads, whether from your own efforts or working with a marketing company. Many business owners report having negative experiences with running Google Ads on their own. Other experiences have been downright traumatizing. The most common issue was low return on investment. Contractors overwhelmingly complained that they spend a lot of money on Ads but did not gain many new customers.

The DIY Ads Campaign

If you are not running a Google Ads campaign yourself, chances are you are buying leads from a third party. And chances are they are running an Ads campaign to generate those leads, and then selling them to to you at a huge margin. Buying leads this way can be very expensive for a small business. But so can the DIY Ads campaign if you aren’t optimizing your ads.

Running a PPC campaign on your own can be overly expensive as well. Although Google goes to great lengths to convince people that running ads is simple and lucrative, that is not always the case. Running Ads is not for the novice or the risk-averse. Online marketing is a career path that requires incredible amounts of knowledge and ongoing learning to stay abreast of the ever-changing advertising climate. That said, it is possible to learn the skills to manage your own Google PPC campaign.

There are several things that the average business owner can do if they are determined to run an online PPC campaign for their business.

Here are 11 proven points to review when working on your Google Ads campaign

1. Determine your goals. Some businesses use Google Ads to increase customer awareness of their product. Some are working to build a contact list. If you are a small service-oriented business, you probably have a very specific goal: Get the greatest number of leads possible at the lowest cost per lead. Once you have set your goal, you’ll have a better chance of achieving it because you can focus on the efforts that will get you there and ignore the noise. If you are a service business, you probably will not be investing in display ads, as search Ads produce more consumers who are ready to buy now. You’ll have to determine for yourself the definition of a lead, but the team at 99 Calls defines it as a consumer who contacts you for a quote for a service you provide in an area you service.

2. Build a solid Ad. Make sure you highlight what makes you stand out from your competition. Use compelling verbs that showcase the benefits of calling you. Google recommends creating 3-5 ads. Over time they will show the one or two most often that resonate best with your target audience. Be sure to follow Google’s policies in order for your ad to get shown. 

3. Research what search keywords to use. Although it may seem like a great idea to add as many keywords as possible to bring in as much traffic as possible, that is not the case. Instead, it is better to add in high-quality, relevant keywords. Remember that this is a case of quality over quantity. Pay attention to your quality score, as the higher your quality score, the lower your cost per lead will be. The goal of each keyword is to bring in clicks from people who intend to buy services you provide. Bad keywords bring in bad searches and lead to money spent without a return on investment. 

4. Determine your target pricing. Learn how much leads are going for in your area for your service. If you are a roofer in Miami, do the legwork to determine how much roof repair and roof replacement leads typically cost on Google searches. Knowing what a lead should cost will help you determine your budget.

5. Set a monthly and daily budget you can live with, but remember, you’ve got to invest money to make money. Setting your budget too low is likely to end in a loss because your ad will not be shown frequently enough to generate the lead volume you’re after. Setting a daily budget too high will burn through your monthly budget very quickly. A high budget and keywords that are too broad will result in lots of impressions and clicks, but few legitimate leads. You also should know your close rate before getting started so you can determine your actual cost to acquire a new job. For example, if you know that the going rate in your area is $50 per lead and you close one in every three leads, you will spend $150 on average to acquire each new customer. So if you want to obtain 10 new jobs this month, your budget should be $1500. You’d expect to get 30 inbound leads and close 10 jobs.

6. Remove negative keywords. You will learn a great deal by reviewing what users searched for to come to your ads. It will help you to identify keywords that are generating clicks those that don’t show intent to buy your service. You’ll want to continually review your keywords and add those “bad clicks” to your negative keyword list. In addition, decide whether you should remove your competitors’ names as negative keywords. Some contractors choose to allow, or even promote the names of competing businesses as keywords. There is some logic to this. Some business names are so universal that they are used as household names. For example, people say they are going to buy a Coke, meaning they are going to buy a soft drink. Serve Pro is a name commonly used in the restoration industry. When someone has experienced a water damage emergency, they may search “Serve Pro” because they know they need a restoration professional. They may be just as happy speaking with Joe’s Restoration Service, but that name probably doesn’t immediately come to mind. So, should you use a competitor name as a keyword? If you or your answering service have solid sales abilities and are able to turn that call into an appointment, then it makes sense to include those keywords. If this isn’t the case and you are uncomfortable receiving calls potentially intended for a competitor, then enter all competitor names as negative keywords. You’ll want to do a search of all of the competitors in your area that people may search for. As an example, the team at 99 Calls includes at least 100 names in a negative keyword list after doing research in each locale.

7. Keep it relevant. Your ad must match the page where searchers land. If you are advertising your HVAC service and are talking about AC repairs in your ad, be careful not to send users to a heating page or a general home page. If you have a landing page about AC repair services, you are presenting a highly relevant Ad and your chances of it being shown more frequently will improve.

8. Provide an easy experience for your consumers. If someone is searching for a roof repair, send them to a roof repair page. It should be visually appealing. The consumer should instantly recognize that they found the information they were looking for. They should feel confident in your abilities. They should also have easy access to you, either by a simple form or highly visible phone number to call. If you are able to further entice them with a promotion or special price, you’ll likely experience a higher conversion rate (the percentage of people who contact you after landing on your page).

9. Give them a reason to call you. Once a consumer clicks your ad and ends up on your landing page, it should be easy for them to call you with a simple and accessible phone number or form. What’s more, you’ll want to give them a reason to call. If you have images of your great work on the page, you’ll give them confidence that you can handle their job as well. You might also add one or two excellent testimonials that people have written about your service. 

10. ANSWER the call! We are always amazed at the number of contractors who go through the time and expense of setting or paying to have a Google Ads campaign set up, only to not be available to answer when leads call! If you don’t answer the phone, or at least call the customer back very quickly, your efforts are for nothing. You’ve already paid Google for that click, and the potential customer is already calling the next contractor in their search. If you are not regularly able to answer your calls, having a receptionist is worth the investment. Another excellent solution is to employ a lead company to provide a system of 2-way texting, auto-responses and nurturing so that your potential customers are acknowledged instantly when you aren’t available.

11. Know when to hire an expert. Across the board, the average conversion rate for Google search campaigns is 3.17%. This includes everything from the sole proprietor carpet cleaning business owner to the top lead generation firm in the country. However, top-performing online marketing pros can garner 10, 15, or even 20% + conversion rates for service contractors. If you’ve given a DIY campaign an honest try but can’t seem to bring in the return on your investment that you hoped for, calling a reputable lead generation company can help. Check online reviews, ask your colleagues, and be sure to hire a firm you trust can deliver. 

Lead Generation, Lead Generation for Contractors, online marketing, SEM, SEO, service contractor leads

The Importance of Content for Lead Generation

by Devon Osborne

Updating your website and listings regularly with unique content plays a large role when it comes to lead generation. With online competition growing more year after year, businesses need to find more ways to set themselves apart and outrank the others. 

How Does Adding Content Actually Help?

Having an attractive website is only a small step when it comes to SEO lead generation. Google’s goal is to provide users with the most relevant and valuable search results. Therefore, it is recommended that content should be informative, valuable, credible, high-quality, and engaging. More information on the types of content Google values can be found here. Consistently creating relevant content is an incredibly important piece of the puzzle if you want to easily be found by prospective customers. 91% of people will not search past the first page of results. Therefore it is of utmost importance that your website is ranking highly on that first page.

Google rewards businesses that are regularly updating their website and listings with fresh content with higher rankings. When you add new content, Google will crawl your website, giving you the opportunity to increase your rankings each time you update it with quality, relevant content. This is not to say that you should go and make unnecessary, irrelevant changes or updates to your site, that is not what search engines are looking for. Adding relevant content also allows you to add more search keywords which is another great way to improve your rankings.

Search engines are not the only ones that want to see fresh content on your website, consumers do as well. Stock photos alone may look nice on your site, but before choosing someone to do the job, your customers want to know what kind of work you do. Content is a great way to show off your expertise and feature the awesome work that you do. When customers see this, it will help you stand out from your competition.

Examples of Good Content

When it comes to creating relevant content for your website, you may not know where to begin. We have identified a few simple ideas to help you out! 

  1. Photos of your work: Help showcase the great work you do with before/after photos. 
  2. Customer testimonial videos: Show potential customers why they should call you.
  3. Running a promotion: Who doesn’t love a deal? 
  4. Adding an “about us” section to your website: This is a great way to share your story and gain trust with prospective customers.
Business Website, digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, SEM, SEO, service contractor leads, Uncategorized

Multiple Business Websites: Harmful or Beneficial?

by Diane Lovine and Danielle Giarrusso

What is the impact of having more than one website?

Does it increase your visibility online? Does it confuse your customers?

There is conflicting information about whether using a multiple domain strategy (having two or more websites) will hurt or help a business. Often, the information is based on assumptions about the content and setup of the sites. Here are the facts:

Some lead generation companies say that a second site is a bad idea. Here are some of the arguments that have been made against having multiple websites:

1.   “Having multiple websites produces duplicate content (a big no-no for Google rankings).”

Having two sites with very similar content (or the same content) is definitely harmful. You will almost surely suffer losses in your rankings for both sites.

However, if you have a lead generation site with entirely different content than your branded site, pages from each site have the potential to rank highly, which improves your odds for a more expansive online presence.

2.   “Promoting multiple websites will confuse your customers.”

When people search for the services you provide on Google, they don’t know about you. A lead generation site is built to rank highly and present you as an option to them. Most branded sites don’t rank as highly as lead generation sites but are useful to your customers who are looking YOU up online.

Once you get that lead (probably through your lead site) and establish contact with the customer, you’ll hand out your business card which will take them to your direct phone number and branded site moving forward.

3.  “Using multiple websites will divide your results, weakening your rankings.”

It is true that having one authoritative presence online is ideal. But if your one presence is minuscule, it pays to make a bigger splash. The 99 Calls team builds sites that rank for a variety of keywords in multiple locations, almost always outranking a business’ primary website. The expectation is that your lead site will rank higher over time, and your original site will stay the same.

Other instances when a second site is warranted include having multiple small offices within a state or region and having multiple products or services that aren’t quite related. In these cases, having a targeted site for each circumstance makes sense.

A second (and third or more) site would be beneficial when targeting various geographic locations if you have a physical address for each location. If this is the case, having a “microsite” for each satellite office is beneficial. Google loves to show businesses that are extremely local to the searcher.

A second site is also beneficial if you promote multiple unrelated services. For example, if you are a licensed remodeling contractor and you sell real estate on the side, it makes sense to separate those services into two sites so that you can better target each service.

4.   “Promoting 2 sites for the same business will cause you to compete against yourself.”

If you have the same headings or are promoting the same keywords in the same location on two different sites, you are probably competing with yourself.

Would you rather compete against yourself or your competitors? Adding a lead site gives you the potential to dominate the first page of Google, knocking a competitor back to page 2!

5.   “Having two websites will get you in trouble with Google.”

Not quite. Multiple listings in the same town for the same business is definitely problematic though! 

If you build listings, especially a Google Business Profile that use the same address or phone number for the same business, you are putting your online presence in jeopardy. You can only have one Google Business Profile in a given geographic location.

The bottom line:

If your primary website is not generating enough leads, hiring a reputable lead generation company that uses a second site for leads can be a smart strategy for growth.

A multiple domain marketing strategy is more expensive, but if the ROI is high, you are maximizing your marketing budget and your potential to optimize your lead volume! You may own a larger slice of the first-page real estate on Google and enjoy more inbound leads as a result.

99 Calls has been selected as a Google Partner and utilizes a unique SEO strategy to get businesses highly ranked in their local areas for the services they offer.

digital marketing, Lead Generation, Uncategorized

Women-Owned Businesses Spotlight

Debbie Robinson – JP Services

In honor of women in history month, this week we turn the spotlight on one of our partners located in New Hampshire. Debbie Robinson, of Debbie the JP, has worked full-time for over 28 years administering mental health services in many settings including inpatient psychiatry, corrections and transitional housing. She runs her own business on the side providing wedding officiating, document signing and notary services, which is what brought her to 99 Calls for lead generation.

Debbie’s part-time business of providing document signing and wedding officiating services has been a fun and challenging source of additional income that has funded travel and hobbies. This is Debbie’s first experience with running a business and working for herself and she enjoys having the ability to manage her own schedule and the direction of her work.

When asked how she got into this line of business, she noted that she has worked for years assisting people as they struggle through the most devastating moments in their lives. Conducting wedding ceremonies allows her to take part in couples’ best moments, which creates a much-needed balance. The idea of becoming a wedding officiant took off when a co-worker asked if she knew a Justice of the Peace; her son was getting married and they wanted a simple, intimate ceremony. It got Debbie thinking that this would be a perfect side business to start.

She has since conducted weddings of all types and has signed documents throughout New Hampshire as a mobile notary. She is proud of helping people during the COVID pandemic when in-person services were shut down. She met many people in parking lots armed with her JP stamp to sign titles, wills, loans and other important documents. Debbie has always been driven to help people during times of need.

We asked Debbie what challenges she encountered when starting her business. She said that becoming certified was not too challenging, and she enlisted the help of an accountant to navigate the taxes. The biggest concern initially was that she wasn’t sure how people who were searching for these services would find her. Those concerns were allayed when she forged a relationship with a wedding facility, Alpine Grove, in southern New Hampshire. The owners included her postcards in their prospective client packets, which really helped to launch her business. 

A few years later, she relocated to the Lakes Region of NH and needed to establish her business from the ground up again. This time, she utilized the services of 99 Calls for lead generation. “I get more calls than I can handle from the lead generation site to support my part-time business and I turn quite a few jobs down. I’m notified when a call comes in, which allows me to quickly put on my business voice and get work scheduling a document signing or a wedding.”

What is Debbie’s advice for a young woman who is considering getting started as a Justice of the Peace? Debbie reports that although the field tends to be female-dominated, there isn’t a clear advantage to being a female. It’s an excellent part-time or potentially a full-time business that offers flexibility and the opportunity to assist people to solve problems with getting documents signed and provide a much-needed service to the community. She says that officiating weddings is an especially rewarding experience. If you are looking for a part-time side business that is rewarding and allows you the flexibility to set your own schedule, becoming a JP may be the perfect match for you too!

Uncategorized

Women in Construction: How Females are Advancing in the Industry

by Danielle Giarrusso

Women make up 11% of the construction workforce and that number is steadily climbing. What are women doing in the construction industry? Everything! They are architects and engineers, building inspectors, project managers and construction site managers, as well as estimators, laborers, heavy equipment operators, and skilled contractors. For many reasons, women are a significant asset to industry growth. Though women face the challenges of being in an industry with a 9 to 1 male to women ratio, they are demonstrating the ability to thrive and grow in the workforce.

Women encounter considerable inequality, even in prominent leadership positions. Pay gaps, lack of advancement, gender bias, and exclusion have all been an uphill battle. What’s more, women are more frequently called to balance career and family responsibilities. Despite these additional challenges, women are persisting. Recent advancements to legislation, reduction of stereotypes and sheer grit are propelling women into male-dominated industries like never before.

The Impact Women Make In Business

Construction may be perceived as a man’s world, but women bring a much-needed balance in the workforce. According to a McKinsey & Company report, “gender-diverse companies are 25% more likely to achieve above-average profitability compared to companies with less diversity”. A diverse workforce is truly an innovative workforce. Women represent a valuable vantage point when it comes to growing, innovating, and realizing unique business concepts.

Women tend to shine in acquiring those soft skills necessary for successful business leadership, such as critical thinking, problem solving, career management, and intercultural fluency. A female point of view often adds depth and new perspectives that can increase consumer insight and lead to meaningful improvements. Additionally, according to a National Bureau of Economic Research paper, women are more likely to collaborate than men, and collaboration alone is a key component to project success.

Female Entrepreneurs Are On The Rise

Businesses owned by women are rapidly becoming a driving force in our nation’s economy. As of 2021, women-owned businesses have risen to 40%, which amounts to 12.3 million women-owned businesses. With 114% more female entrepreneurs than there were 20 years ago, women are continuing to make an impact – a big one.

As of today, 8% of 99 Calls’ business partners are women-owned!

Lead Generation, Lead Generation for Contractors, Roofing Advertising, Roofing Leads, service contractor leads

How to Get More Roof Replacement Leads

 (Or Why Do I Keep Getting Roof Repair Leads?)

Most roofers set their sights on getting inbound leads for roof replacements, or commercial roof installations: the most sought-after types of roofing leads. What some business owners fail to realize is that roof repair leads can be equally as valuable to a growing business. 

We get these questions a lot! “Why do I keep getting leads for roof repairs when I really want replacement calls? So many calls for cracked shingles or shingles blown off in a storm are a waste of time. How do I get more roof installation or full replacement leads?”

Limitations of Roofing Lead Generation

Is your goal to grow your roofing business? Are you hoping to hone in on niche areas such as commercial only or roof replacement jobs?

Focusing a Google Ads or even an SEO campaign to exclusively target people who have an insurance claim or those calling from a business is near impossible to get right 100% of the time. Why? Because people often don’t search that specifically for what they are after. They have a problem or question in mind and they type it into their Google Browser. Things like “Roof repair” or “Roofing contractor near me” or “roofing services” are commonly used search terms. Also, keep in mind that many people are wishing that their roof troubles will require repair work rather than a full-blown reroof job! 

Roof repair leads are far more prevalent than preplacement

That’s where the expertise of the roofer (like you) comes in. If you aren’t willing to accept that pesky call about roof repairs, you may miss the fact that the roof is 40 years old or that it’s leaking in multiple places. All of these facts would come out during the phone investigation, or when you’re on-site taking a look at the damage. 

The purpose of online advertising is to put your company front and center, on the first page of a Google search for a good majority of times in the top position of searches in the paid ads section if you’re going that route, or in that coveted top position in the maps section or in the organic search results. A great online marketing company will get you there, positioned above your competition. They will include a compelling call to action, help you post social proof in the form of some great customer testimonials and include photos of your work – anything to build confidence in the potential buyer so that you are seen as the guy who can solve his roofing problem. 

Why Take the Roof Repair Leads?

Once that call is made or email is sent (AKA you got the lead), the rest is up to you. You’ll use your professionalism to ask the right questions to determine the size and scope of the roofing job. You’ll want to know the age and status of the roof and what occurred. You can then decide if you’d like photos sent or whether it makes sense to go out and have a look. You’ll also be first in line if it is determined that the roof has served out its useful life and it’s time for a replacement. And if you’ve been easy to work with up to that point, you will probably land the job. 

Why Waiting For Replacement Jobs Leaves Money on the Table

Of course, those re-roof leads are gold. The lifetime value of a replacement job is way higher than a couple of repairs. However, the ROI on your investment may be just as good.

For example, for a reroof, you’ve got to send a whole team, cover transportation and breaks for all of them. It’s big money and usually done within one day or two. Roof repairs can be done by one tech or a team of two, faster and with less down time and travel time. If charged appropriately, the return can be just as high. 

 

Factors to Consider With Roofing Jobs

Lead Cost: The average lead for a roof installation is Roof repair leads are often far less expensive to buy than installation leads. For example, the nationwide average lead cost for roof repairs is between $42 and $64 each. The average cost of a residential roof replacement lead with most lead generation companies is $100 – $180. The team at 99 Calls generates exclusive organic roofing leads for a flat rate of $49 each, whether repair or replacement. Why the lower flat rate? We don’t expect you to trust marketing companies to develop customer relationships! That’s your area of expertise! We leave it up to the professional contractors to answer the live calls and close the deals. 

Lead prices using PPC are far less predictable than with organic channels. The average cost of a roofing lead via Google Ads PPC campaigns with 99 Calls is $97.

Revenue: It is very true that roof installation jobs generate much more money than roof repairs. The average roof replacement brings in $12,000, where the average roof repair comes in at $980. And those small repair jobs generally bring in just $350. That said, you’d much rather handle a reroof a day than go out on 5 repair jobs, right? It all depends. Revenue alone doesn’t give the whole picture. What matters at the end of the day is the amount that stays in your bank account (AKA profit margin).

Profit Margin: By the time you pay your labor force and the cost of supplies, many contractors have little left. An article posted from roofing.com claims that the biggest problem roofing contractors face is underbidding jobs and not making enough profits. The average profit margin on a new roof is between 6% and 10%. There isn’t much room to raise pricing on a roof installation. The competition is fierce and many people underbid themselves because there’s always someone willing to bid lower to win the job. Many commercial jobs, especially if they are municipalities, are required to go with the lowest bid. When a roofer wins a job with a low margin, they’ve got to go very lean on labor and supplies and the temptation to make cuts is very real. 

How to Win With Roof Repairs

The bidding for roof repairs is often different. According to Forbes, the price to complete roof repairs is often a fraction of the cost for installs. The cost of supplies is far lower. There are also many times more roof repair jobs available than replacement jobs, and competition is much lower. A professional roofing contractor who goes after roof repair jobs can often name his price, and it’s usually bid based on an hourly rate + materials. By charging by the hour (or at least basing your bid on an hourly rate), you get to set your own profit margin. You know what your labor costs are per hour, and you can add the cost of materials needed. 

What does all this mean? That you can earn more money with less time and a leaner labor force by working those roof repair leads. Completing 4 roof repair leads can bring in close to $4000. Completing one roof installation can bring in $10,000. But what if your profit margin is 25% on the repairs and 10% on the installation (which would be typical)? Your profit on the repairs and on the installation is $1000. In the end, roof repairs offer less revenue by higher margins. 

Additional benefits of taking on roof repair leads: 

  • Saying “yes” to the job gets your foot in the door to get called back for additional work. This will build your customer base and work pipeline.  
  • Roof repair jobs can keep bringing in a good flow of revenue, even during the slower times of the year.
  • Profit margins may still be robust if you’ve got smaller, more agile crews
  • Keeping great workers on your payroll by filling days up with roof repairs will keep them happy and gainfully employed.
  • Roof repairs are great for the bottom line of a growing business
  • Is your team equipped to install gutters, siding or windows? If you provide other kinds of exterior remodeling this is your chance to upsell the customer or give them the benefit of your expert services.

Sometimes waiting for the perfect job to come along causes us to pass on lucrative opportunities in front of us. Next time you receive a call for a roof repair, think twice before turning it down. Give those less than idea leads that come your way a chance; you never know what can come of them! 

For more information on local lead generation for roofers, contact customercare@99calls.com.

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Don’t Freeze Your Leads This Winter:

3 Mistakes Contractors Should Avoid as the Slower Season Begins

Fall marks the beginning of the slower season for many contractors. The period between Mid November through the New Year yields far fewer consumers looking to remodel, move or expand. People are gearing up for the holidays and the new year ahead. Add to that the uncertainty that COVID has unleashed, and the supply chain issues that have slowed the market even further, and you may be looking at a lean winter. 

There are several common mistakes that contractors make when tighter times approach. It may seem to make sense to cut back, lay off and lay low to avoid any unnecessary expenses, but savvy contractors utilize these quieter months to build. This keeps revenue channels open and puts businesses in a prime position to enjoy exponential growth when the hot season begins.

Top Three Slow-Season Mistakes: 

  1. Scale way back on marketing – It might seem prudent to cut your marketing budget as the season comes to a close. However, when the number of booked jobs on the schedule begins to decrease, this is an excellent time to review your marketing strategy and trim out the efforts that aren’t yielding results. 
  • If you are losing money on print, it may be time to pause or halt that marketing.
  • If you are paying more for leads that you are making in jobs, it may be time to find a new lead company.  There are lead generation businesses that only charge for their performance, meaning the leads they actually produce. 
  • Google Ads may also be a viable short-term option for increasing lead volume into the winter. The team at 99 Calls is still seeing a 15 – 20% conversion rate on Google Ads campaigns. Google Ads marketing allows contractors to target specific services in selected areas so that you can get more done with a smaller budget. 

There are plenty of opportunities there to gain some leads, win new jobs, and keep your team on the payroll. 

  1. Cut back on labor – Because there is a general shortage of qualified, motivated laborers in the workforce nationwide today, if you are lucky enough to have them on your team, now is not the time to furlough or lay them off. 
  • Do what you can to keep those smaller jobs coming in, even if at lower profit margins to keep your valued workers gainfully employed.  
  • We all prefer the big jobs and/or recurring business, but those smaller gigs often lead to larger, more valuable jobs in the future.
  • Not only are you contributing to your employees’ livelihood, but you are building trust and loyalty. See #1 above for ideas on getting those smaller, one-off jobs to keep your calendar full and your people working.
  1. Take it easy and chill for the winter – It may be tempting to take a long winter nap, but here are a couple of things to do before you decide to take that much-needed vacation or rest after a busy summer. 
  • Take a look at your SEO efforts. Are you promoting the services that you offer in the winter months now? It takes time for new content to get indexed and start ranking on Google. Now is the time to promote the services you want to offer in February and March. 
  • Contact current customers and offer a discount when they book winter services. 
  • Plan your 2022 budget. What are your goals for the new year in terms of growth, revenue, advertising? 
  • Take time in the slower weeks ahead to review what’s working, what isn’t and see where you can trim the fat. 
  • Take some of your summer profits and invest them in some solid targeted online marketing. Remember, smart online marketing is an investment, not an expense!
  • Once you’ve got these things in place, take a quick break – you’ll be recharged and ready to reap the rewards of your efforts!

If the thought of laser-focusing your marketing dollars and finding low-cost, high-value leads seems out of reach at the moment, consider trying the bundle program with 99 Calls. For a $349 price tag, you’ll get set up on SEO marketing which will grow over time, and a Google Ads campaign that can start working for you immediately. 

Get Started Here

Appliance Repair Leads, digital marketing, Google Ads, Lead Generation, Lead Generation for Contractors, online marketing, Pay Per Click Advertising, PPC

Effectiveness of Google Ads in Generating Appliance Repair Leads: A Case Study of the First Six Months Using 99 Calls Lead Generation

by Kevin Brenes and Diane Lovine

Background Information and Presenting Problem

The owner of CSK Appliance Repair, Shawn Thompson, initially called 99 Calls lead generation through a Google search in July of 2021. He had an appetite for a high lead volume to support his goals for business growth.  Shawn found 99Calls.com when he searched for appliance repair leads in Georgia and called to learn more about the program.

Shawn was hesitant at first, and rightly so. He had tried several different companies and none performed to his expectations and objectives. He felt they were not listening to him and not willing to consider his input and suggestions. As the owner of CSK, he understood that no one knew his business better than he did. He was looking for a partner who would work with him to help him achieve his goals.

We tracked CSK Appliance Repair’s performance after six months of using the 99 Calls system. We recently reviewed those results with Shawn to gain his perspective on how pleased he was with the quality and quantity of leads generated, as well as any other feedback. He mentioned that 99 Calls’ superior customer service in applying his feedback, following up on performance updates, and actually performing to get him results is what kept and will continue to keep Shawn as a customer.

Google Ads Setup and Campaign Development

Shawn has owned and operated CSK, an appliance repair company in Atlanta, Georgia for 13 years. Because he has an established business and directory listings in place, as well as SEO efforts from elsewhere, Shawn decided to have the lead generation team run an “Ads Only” campaign, rather than adding lead generation via SEO as well, (which produces leads much cheaper at $9.99 each, but takes longer, often many months, to ramp up). 

The primary services he offers and chose to target are refrigerator repair, dryer repair, washer repair, oven and range repair, and all premium appliance brand repairs. To test the waters, he set his initial monthly advertising budget to $500 and raised it to $1500 after the first month, when he was already seeing results and gaining trust with his lead team.

Initial Obstacles and Challenges

Early challenges the team had to overcome were to work within a small monthly budget but also get the volume Shawn was hoping for. Once we established a reliable estimated cost per lead we were able to realistically set an accurate daily budget that could hit the maximum number of leads he was wanting to receive. One other small challenge that required frequent communication and a keen ear was to pinpoint the towns that Shawn wanted to target while staying within 20 miles from home. 

Results: Measurement of Google Ads Performance Over Six Months

Shawn began his lead generation with a small monthly budget of $500, but quickly raised the budget to $1500 in the second month and continued raising his budget as high as his growth rate would allow.  The chart above demonstrates normal fluctuations that we see as we set up and refine a campaign. Notice that the lead generation metrics have evened out in the most recent six months. 

Performance Metrics for CSK Appliance Repair between March 2021 and August 2021 are as follows:

  • Total Investment: $17,152.97 
  • Total Conversions” 982
  • Conversion Rate 30.20%
  • Average Cost Per Click:  $5.27
  • Average Cost Per Lead: $17.47

Shawn is now working with his 99 Calls Google Ads specialist and has trusted him with an unlimited monthly budget and a $250 daily spend, which holds the maximum monthly spend to under $10,000. Shawn worked up to this budget after seeing his lead volume increase steadily month over month while his cost to acquire new customers (CPA) has decreased to a very desirable cost.

Impact of Performance on Business Growth

Shawn is thrilled that he can achieve a high lead volume each month and pay under $18.00 per lead. The rapid increase in leads, paired with expertise and professionalism that allows him to enjoy an extremely high close rate has allowed him to grow his business substantially. Since starting with 99 calls six months ago, Shawn has then hired 6 additional service technicians. He has also increased his territory to 30 miles and has established a closing rate at 90% of all leads generated from his Google Ads.

We asked Shawn in retrospect why he decided to try 99 Calls back then. Shawn said, “If you want a good suit you go to a tailor, and that is what I did, with all the research I did on companies I knew 99 Calls was my tailor”.

For more information about Google Ads for Appliance Repair businesses or for another service area business, contact the 99 Calls lead team at 800-717-4669 or visit 99Calls.com.