Why Lead Generation Companies For Contractors Kill Brand Value
As a general contractor, looking for leads can be a hard search when there are so many different options on the internet. How do you really know which companies to choose from and where you should start?
In my opinion, paying a company to serve you leads is at best, a short term option in growing your business. If you have a modest budget, getting some quick wins may just be the route to go. However, you’re not building yourself an asset and these leads won’t be as qualified as they would be if they came through one of your owned media sites.
The better way to go is to construct an inbound marketing game plan to generate traffic to your own site and convert that traffic into leads and customers who will be raving referrers of your brand. In this article, we’re going to take a look at why lead generation companies kill brand value for home building contractors.
You May Get Ripped Off
Check this page and you will quickly find a laundry list of complaints from many home service professionals. One particular contractor complains that he is getting duplicate leads and is thus being charged for them without getting any additional lead credits. On the other side of the coin, another contractor says that you must start out slow with these lead generation services and you will inevitably get leads that are mistakes, but to not let that prohibit you from trying these types of services altogether.
You Won’t Find Your Dream Clients Here
Whereas building up your traffic with fresh blog content that educates your prospective home buying clients on your services is the right way to find your dream clients, the wrong way to get them is definitely with lead generation services. You already know how these customers are going to perceive you. They are tire kickers who will be looking for the lowest price possible.
A small portion will respond to the quick companies that get back to them the fastest and the rest will research multiple contractors to settle for one. If you’d like to sell snow shoveling services, then perhaps this may be the right option for you. However, finding high end clients here to build fine homes will certainly not be your best option.
Provide Discounts To Your Ideal Customers Only
When you get so many contractors wanting to win that bid, you’ll find yourself having to discount your labor and materials just to acquire a customer. This is not a good look for the longevity of your business. If you’ve been in business for a long time, you won’t want to sacrifice your brand value in order to acquire customers.
You shouldn’t have to let smaller competitors out rank you in the search engines either, which is probably why you’re searching for lead generation companies in the first place, but this is clearly putting a bandaid on a wound that just might require stitches. Rather, seek to invest in growing your traffic so that your company is perceived with the kind of reputation you have built to be known for.
The bottom line is that you should consider using lead generation services for those ancillary products that you sell like window or cabinet installations or snow shoveling. Keep your brand value high and maintain it by focusing on building media assets that you own online. Some example owned assets are your business blog, website, and any other content that you publish on the web.