You didn’t put all that work into bringing in sales leads only to lose them at the last minute when they don’t convert. By using proven construction lead conversion strategies, you can more easily win over your prospects and get more out of your marketing.
In a high-stakes field like construction, converting a cold lead to a paying client is a process. Spend time educating and building rapport with your leads from the time they first discover your firm and by the time they call you, they’ll have already sold themselves on your services.
One of the most effective ways to nurture your leads is through an email newsletter or automated campaign that provides relevant, helpful content. Segment your email lists based on your prospects’ interests, such as industrial construction or health facilities construction.
Bridge the Gap
While persuasive calls to action are critical in the construction lead conversion process, exactly what you invite your would-be clients to do makes a difference in how well they convert. An offer like “call for a free consultation” is a common approach, but it’s not particularly enticing. Instead, offer a solution-oriented strategy session.
When a prospect calls, take them through a defined process. First learn about their current situation and challenges, then get a clear picture of what they want to accomplish. Finally, show them how your firm can bridge the gap and ask for the sale.
Be Persistent in Your Follow-Ups
It’s often said around 80 percent of major sales occur after at least five follow ups. Even the most interested prospect may be busy or distracted and unable to get back to you when they expected to. A well-designed follow-up system helps ensure your potentially profitable leads don’t fade away.
Instead of emailing to “check in,” provide context and be specific about the response you’re looking for. Ask if they’ve had time to consider your proposal, request a quick call or offer a valuable resource and ask for your prospect’s opinion on it.