Lead generation - focus should be on appointments, says company boss
Posted on 17/05/2023
The managing director of a home improvement leads company has said that while times are tough, and with the cost-of-living crisis still biting, a much better approach for installers is to seek booked appointments rather than leads.
Installers are turning to lead generation companies to help them bring in business. However, what many installers don’t realise is that it’s not always about quantity and price according to Andy Royle, co-founder and MD of Leads 2 Trade, the UK’s leading provider of double-qualified home improvement sales leads for double glazing, conservatories and conservatory roof replacements
“Installers think that if they’re getting good volume from their lead generator then they must be getting good service,” Andy said. “But how many of those leads will they fix up a survey or appointment with? How many will they convert into an order? Installers must measure their sales leads on quality, value and true cost of sale.”
A better approach, Andy argues, is not to concentrate on volume but to look towards sales appointments instead.
“While the quantity that some lead generator firms provide looks great, these web form enquiries are sold for £30 and are sold multiple times, they haven’t been telephone qualified, and on most occasions, there is no returns policy on the lead.
“We recognised this and took the focus off lead volume and onto sales appointments, introducing our ‘no pitch, no fee’ booked appointment service for our members. “
Leads 2 Trade makes sure that the appointment booking is only delivered to one other company, so the installer has more chance of winning the work, and as they only pay for the lead if they sit and pitch it, there is zero risk.
“Instead of buying the amount of leads you want and then having to convert those leads into appointments, installers are buying the same number of booked appointments, against set criteria so they are guaranteed to be in front of the consumer to sell their products,” Andy said.
“It also provides a much better cost per sale. Instead of buying 50-60 leads for £30 each and getting a one in five conversion rate, our booking appointments achieve a 1:3 conversion to sale with a cost per sale as low as 8%, saving installers both time and money.
“Installers should not think of it as a sales lead anymore, but a booked appointment.”
Kent-based double glazing company Mayfair Installations says that Leads 2 Trade’s booked appointment service is key to their business and have been so impressed that they have recently added a conservatory account alongside windows and doors.
Mayfair’s MD Mark Thompson said: “We found out about Leads 2 Trade through internet searching and they stood out from us ahead of all the other lead generating companies due to their professionalism, the fact that they book qualified appointments at a set time, and the value for money from them.
“Being a relatively small company, the booked appointments mean we don’t have to take the time and the stress of contacting the customer and sorting a convenient time.”
For more information on Leads2trade telephone 0161 466 0099 or contact us.