Finding leads in the home improvement industry will always be a significant focus for contractors, but do you have a follow-up strategy built to maximize your leads’ success rate?
Research indicates that incorporating a consistent multi-touch follow-up campaign can increase close rates by 8.5 percent on average. If you want to gain a competitive edge in the industry, you must be proactive in maintaining a follow-up campaign with your list of leads.
What is your preferred communication medium for following up with homeowners? In February 2021, Modernize Home Services surveyed over 18,000 homeowners and found six percent of homeowners prefer calling against other communication forms.
Your persistence in calling potential customers is crucial, as it has an undeniable impact on your success. Implementing a calling cadence is beneficial for you and your homeowners because it helps you land your next project and grow your business.
Why Should You Implement Calling as Part of Your Follow-up Strategy?
While most people have become more accustomed to digital messages or text messaging, these short interactions only partially build the solid relationships you need with each homeowner.
A phone call seems like a simple medium for communication, but do not underestimate the power of a one-on-one conversation. One fantastic benefit of implementing a calling cadence is that it makes it easier to build a personal connection— especially when you can openly have a casual conversation.
Most homeowners hate to wait for a response. Immediately calling a homeowner to follow-up with their inquiry improves the contact rate by nearly 400 percent. Calling is a powerful and efficient way to talk with homeowners about their potential projects and should always be part of your follow-up process.
Follow-up Strategies for Home Improvement Business Owners
To develop a strong follow-up call cadence with homeowners, it is crucial that you implement an excellent lead nurturing strategy. Here are a few of the most effective follow-up strategies for contractors:
Mark Your Calendar
Follow-up calls will quickly fall to the backburner unless you set them as a priority in your workweek. Set time aside on your calendar to have dedicated time blocks to follow-up with warm and cold leads. Let your homeowners know that this season has fostered a notable increase in homeowner interest. It is also helpful to let your homeowners know that they were at the top of your mind and that you have terrific promotions this season that could aid in the cost of their home improvement project.
Do Not Wait
Our research has shown that if you wait between five to ten minutes to contact a homeowner about their inquiry, your contact rate can drop to 500 percent. Therefore, it is crucial that you call immediately after receiving the lead. During your first follow-up with the homeowner, do not wait on mentioning promotions. Advertising your promos serve as a great call to action to convert homeowners into a sale. Follow-up with homeowners to start the conversation without delay. A same-day call will deliver better results than following up a week later.
Multiple Points of Contact
Persistence pays off; do not be afraid of calling your homeowner multiple times in a week. In fact, according to our partner managers, when establishing a follow-up calling cadence, it is suggested to contact your homeowners at least nine times within the first week. Of course, you’ll want to try and reach the homeowner when best fits their schedule, but don’t be surprised if the homeowner doesn’t answer on the first try.
Prepare for the Call
Have a few notes on hand to remember the talking points you want to share with each lead. Not only do you need a sales pitch, but it is helpful to ask quality questions to engage the homeowner in the conversation. If you sound prepared on the phone call, it will set the tone that your business is ready for each project.
Follow-up Call Template for Home Improvement Contractors and Remodelers
How should you enter an over-the-phone conversation with your homeowners? Here is a general template to guide the direction of the phone call:
- Follow-up on an Inquiry: Following up with a homeowner after submitting a form or inquiry on their project is your prime time to connect. This opportunity gives you a golden chance to build a solid working relationship with a homeowner. A great introductory voicemail can go like this:
- “Hi Kurt, this is Bob with Windows and More, calling to follow-up with you about your windows installation inquiry. We look forward to helping you with your project! Please call us back to set up a time for us to come down and inspect your windows and give you a free estimate. Or if you like, feel free to visit our website, www.windowsandmore.com to set up your appointment. Thanks, and have a marvelous day!”
- Follow-up with A Homeowner Who Wants a Quote Over the Phone:
- Homeowner: “I was just shopping…I only want quotes over the phone.”
- Contractor: “I appreciate that … I am the same way. But giving you an estimate w/o seeing the windows would be like diagnosing an illness without seeing a doctor; it is a guess and will likely be wrong. We have trained professionals who are friendly, fast, and intelligent. What time on Thurs would be good for someone to come out and give you a free estimate: 2p or 5pm?”
- Follow-up with A Homeowner Who Received Too Many Calls:
- Homeowner: “I have already received numerous calls, and I am not interested in talking to anybody else.”
- Contractor: “I completely understand … what differentiates us is XYZ, and we are currently running a special in your area on ABC … we’re all excited about earning your business and studies show that meeting with at least 3 contractors about your project gives you the best deal.”
Remember, these homeowners are only human, so be warm and personal in your greeting, focus on your customer’s needs and wants and encourage your homeowners to ask questions. Learning a few contractor techniques for follow-up calls will supercharge your appointment set rates, and ultimately close more deals.
