How Remodelers Can Find (and Win) Quality Leads Online

You just paid almost $100 for a lead, but you never heard back. Sound familiar? 

Getting quality ROI on project leads can be a pain for any remodeler, especially if you’re just starting out. 

Sometimes leads can be inconsistent, irrelevant, or even outside your service area. Plus, homeowners are overwhelmed with options - making it tough for your team to stand out from the crowd.

On the other hand, lead services can also help you win jobs and boost sales significantly.

If you’re curious about how lead services work, here’s some tips to help you get started.

How lead services work 

Before you dive head first into a new service you’ll want to know which service will work best for your business. You’ll also need an understanding of how lead gen platforms work in general.

What a lead service is

Lead services connect remodelers with homeowners who are looking to get work done. This could be anything from small repairs to a full home remodel. The contractor pays for the lead, and is provided with the project details and customer contact info.

Some leads are exclusive, meaning only you get access to the lead. Others are shared with a pool of contractors to bid on the job. 

When purchasing leads you’re paying for the opportunity to bid on a job - but you aren’t guaranteed to win it. Making the most of your leads involves great communication, good qualifications and a strong sales process. 

Lead gen services generally fall into one of two categories: 

Pay per lead 

With pay-per-lead services, there’s a flat cost for each lead you buy. You can buy these leads outright one time, and you can buy as many or as few jobs as you’d like for a set cost. These services are generally easy to set up and get started.

This option is great if you’re looking to avoid getting locked into a contract. Single purchase options mean the convenience of paying as you go. 

On the down side, pay-per-lead services can be costly, and leads are frequently cold or unqualified. Plus, the same leads are sold to many contractors, so competition can be tough for these jobs. 

To save headache, find platforms that offer pre-qualified leads. Make sure the homeowners are ready to get started, not just exploring options. Find services that offer more exclusive lead purchases instead of selling to large groups of contractors. 

Subscription 

Subscription lead services charge a recurring fee, and they give you a steady stream of leads. A lot of times these leads come at a discount over pay-per-lead services. 

Some platforms have additional benefits, like listing your profile on their website. This can boost your brand’s visibility. Or, they may have other tools bundled in with the subscription. 

However, you’re paying a subscription fee regardless of how many jobs you win. These leads are often unqualified, irrelevant, or sent to many different contractors. At times these services can be difficult to cancel, and some may even re-brand your company’s communications as their own.

Seek out services that are straightforward, transparent and have a clear service agreement. Research platforms with good ratings and prioritize companies who provide more detail about the homeowner’s project. 

Choosing a lead service

Lead quality

Regardless of service type, you’ll need to look for services that offer good quality leads. 

Find services that offer detailed job descriptions, relevant to your trade or specialty. 

It’s not uncommon for lead gen platforms to offer very little detail. Imagine “kitchen remodel”, “tub replacement”, “new garage door”, and just some contact info. 

Instead of a lead, this is more like a question mark. Contractors often end up chasing down the homeowners to find out if their project is even a good fit in the first place. 

Prioritize tools that offer detail and transparency to both you and the homeowner. Find services that keep both you and your client on the same page, since this helps build the client-contractor relationship. This way you’ll avoid frustrations before you ever make a call. 

Verifiable lead intent  

It's not uncommon for homeowners to have wildly different expectations about the project costs than what they’ll see in reality. Lead services often cater to homeowners who are just comparing, or just somewhat curious about pricing. 

Worse yet, many times these leads have been given inaccurate cost ranges for the project, which don’t reflect reality. Some may not even have the budget for the project they had in mind. 

Essentially, these are cold leads, who are not qualified - but many contractors are told these leads are ready to get started today.

Instead, find job leads that are fully qualified. Look for services that provide homeowners with details up front so they know what to expect. For example, find a service that provides leads with realistic cost expectations and a good understanding of how remodeling works.

Pricing transparency 

Always choose services with transparent pricing structures. You can’t calculate ROI without knowing your cost per job, and you don’t want to be blindsided with unexpected fees. 

Some services might arbitrarily change pricing based on demand or trade type, which can mean paying more for better leads. 

Other services may not show you the cost of the lead until you’ve already bought it. There’s also the horror stories of bundled charges and ‘premium’ upsells that leave contractors in the dark about what they’re really paying for. 

Make sure you understand your platform’s service agreement and cancellation process. This way you can avoid hidden and expensive cancellation / early termination fees. 

Make informed decisions by finding services with straightforward pricing and easy cancellation, as this will save you plenty in the long run.

Making the most of purchased leads 

Buying leads means paying for job opportunities. Choosing the right lead service is only the first step to making a sale. Once you’ve purchased a lead, its up to you to carry it to the finish line. 

So, what should you do now that you’ve purchased a lead? 

Responsiveness & communication 

In the modern world, clients expect quick turnaround. The first contractors to respond are often the first to win the job. Responding quickly shows you’re reliable and inspires confidence in your business. If you wait too long to respond, the client’s interest fades, and they may have already found a different contractor to do the work. 

Use a variety of communication methods to reach out, and be available for questions via phone or email. 

Online presence 

Having a strong online presence and professional portfolio is crucial. 

Before choosing a contractor, many homeowners do their homework and research your company online. They’ll be looking at reviews, social media and your website. 

Contract a service to build you a professional website and include great project photos. This way your client immediately understands the value of your service. 

Social media

First impressions are everything, and this day in age, they usually happen online. Most modern contractors leverage social media to showcase their work and inspire confidence. 

Site visit and consultation 

After making contact, your first move should be to schedule a meeting with your client. This way you can get more context about the project and discuss options. You’ll be able to take measurements, prepare plans and draw up a project schedule.  

After meeting with your client, be sure to quickly follow up with a formal quote. With Clear Estimates, creating a professional proposal is a breeze. 

Track leads and follow up

CRMs, or Customer Relationship Managers, are tools for tracking leads and customers. These tools make it easy to stay organized and schedule follow ups with potential clients. 

Research good CRMs or lead management software to track your leads. Not sure where to start? Here’s a great list of CRM tools for remodelers.  

What's next?

Once you have quality leads, Clear Estimates makes it easy to get your project across the finish line. With accurate, localized remodeling costs and professional proposals, you can get your estimate out the door in a fraction of the time.

Ready to get started? Sign up for Clear Estimates today and get 30 days of free estimating now!