Word of mouth has the potential to bring you a consistent flow of targeted construction leads, but you can’t rely on chance to make that happen. To get the most from your referral marketing efforts, invest time in methods that actively encourage word to spread.
People are busy, and even your most satisfied clients might not find the time to send business your way unless there’s something in it for them. Offering incentives as part of your referral marketing plan can give your clients the extra motivation they need to contact you.
For every lead that turns into a sale, you might offer a restaurant gift certificate, tickets to a popular entertainment venue, an exclusive gift or a straightforward cash reward. Offering a percentage of the sale is another option, but remember that it has to come out of your profits. Make this incentive open to your employees, too.
Grab More Opportunities
Chances are you’re overlooking a lot of opportunities to ask for referrals. When a client thanks you for your work or offers a testimonial, ask if they know anyone else who could use your services. If you’re able to do a client a favor or help them manage a difficult situation, that’s another time to ask for referrals.
It might sound counterintuitive, but complaints can also bring you referrals. If you can solve the problem quickly and end up with a satisfied client, that client might be impressed and appreciative enough to connect you with some leads.
Keep in Touch
When a job is completed, follow up by mailing a package that includes a thank-you letter, a form for a testimonial and referrals, and a self-addressed stamped envelope.
Contact former and current clients two to four times a year to check in on how they’re doing and find out if you can offer any help or advice. To up your chances of bringing in referrals even more, consider inviting your best former clients out for dinner.
For more information on making referral marketing work for your company, contact Construction Monitor