The Home Improvement Marketing Plan

Marketing in this industry means finding ways to get people to respond, creating opportunities to make presentations and ultimately to sell a fair percentage of the respondents. A large successful home improvement company is usually a “lead factory”.

Leads, from advertising and those self-developed through canvassing or referrals are the lifeblood of a business. The successful home improvement retailer uses a variety of methods to consistently keep the lead pipeline full. The plan to do so is frequently regulated by the territory, economy, average contract size, the weather and even the news of the day. The marketing plan includes a budget. How much will be spent and where. It also includes projections to ensure sufficient leads to provide prospects for the salespeople. A key is the number of leads which are necessary to produce net good business. In a plan where the salesman sells a minimum of 2 contracts per week averaging 3 presentations to 1 sale and where there is a 30% of fall off from leads issued to actual presentations, the plan calls for 9 to 10 leads per salesperson per week. Since an issued lead many cost from $250 to $300, remaining within budget may require salespeople to self generate a percentage of their own leads.

How do you know the plan is working? Each week measure the number of leads which have been generated, those which are confirmed, presented to and sold, less those which cancel or are credit rejected. When some aspect of the plan is not working, adjust rapidly – eliminate low producing methods, reduce regularity, intensify methods to produce less costly leads (canvass, referral plan). Unsold leads or those not receiving presentations, have to be rehashed. Experimentation with new methods of lead getting requires concentration and control.

Ultimately, the measure of a successful marketing plan is the amount of net business (ready for installation) you have sold, measured against the cost of procuring the leads to sell that volume of business. If the cost of your marketing program when measured against this net business exceeds your budget – then the plan needs modification.

Home Improvement Sales Leads – Who Should You Target?

If you are looking to make money selling improvement products or services for the home, you are looking for home improvement sales leads. You can easily find these leads by searching the internet or using a desktop leads generator, but what type of individuals should you target? For starters, it all depends on whether you are selling a product or service. Keep reading on for more information.

Selling Products

If you run a home improvement store (online or offline) or if you sell construction supplies, there are three types of sales leads you are looking for. These individuals are construction companies, construction workers who do side projects, and homeowners. All of these individuals are someone are within your targeted market because they might be interested in buying the products you have available for sale.

Selling Services

If you run a home improvement service, that might include general construction work or remodeling, you are looking at one large group of individuals; homeowners. To narrow down your results, focus on those who are attempting to sell their homes, those who are advertising they want to buy a home, and those who outright state online “I am looking for someone with home remodeling experience.” These are the individuals most likely to use and pay for your services.

Now that you know what type of home improvement sales leads you should be looking for, how can you find them? Instead of paying a professional to generate leads for you, do it yourself with a desktop leads generator. Many of these programs let you search thousands of websites with one search. Use a related keyword or keyword phrase (home improvement, remodeling, construction, repair, and so forth). Your program will let you see the entire posts online. At this time determine if they are a “good” sales leads and the make contact. Most programs will let you send an email right from the program!