Lead generation in the building and construction industry can be a hit and miss affair if you don’t have the right resources. Direct marketing, where you send a piece of mail straight through someone’s letter box, has to be done intelligently if you want to keep the costs down. It’s not like email shots where you can send out blanket messages and hope to hit the bullseye somewhere along the line.
There are two main things that contribute to the success of any marketing campaign:
- The strength of your lead generation – in other words finding the right prospects who are more likely to want your services.
- How you make contact with them and what you say.
If you are in the building industry, then you obviously want leads that are actually interested in undertaking a building project. That goes without saying. At Asendo we have access to over 400,000 current building projects. In other words, we have information about people who are ready and primed and are more amenable to any approach for your services.
This sort of data ranges from major commercial projects down to smaller domestic ones that require planning permission. These will generally be applied for prior to finding a contractor which means that they are hot prospects that have a much better chance of conversion. The stats show that over 85% of these potential customers will commence work soon after planning permission is granted. That means you have great lead generation that is primed and ready for a direct marketing campaign.
Contacting Targeted Prospects
Because you know these people are looking to have some sort of home improvement undertaken or there is a big project out for tender, you can prepare your marketing materials more intelligently and make first contact, often before other firms have caught the scent. You’ll have other information apart from the name and address such as the agent details or the plans for the project. That gives you a chance to write some really compelling sales literature setting you apart from competitors. You can get in at the initial stages of the project and make your case for the potential customer choosing your as their builder or supplier.
These two things combined mean that you don’t have to waste time contacting barely warm or cold prospects who aren’t ready to employ your services. It means also that you don’t spend as much on marketing because you are being highly selective in your lead generation rather than applying an ad hoc, scattergun approach.
This way of finding the best building projects in your area is designed to cut down on the amount of time you spend prospecting. Most builders would much prefer to be out there working on a particular project rather than grafting for sales that are speculative at most.
This approach also helps you to quickly sharpen the focus of your marketing and sales campaigns. It delivers hot prospects who are ready to buy, compelling marketing literature for direct mail that immediately hits the mark and the kind of flexibility you need to make potential customers pick up the phone and call.