Comparing Media Types & Cost
The top-half of the below chart compares the Cost Per Lead between using:
- Direct Mail
- Yellow Pages
- Craigslist
The bottom-half of the below chart compares the Cost Per Lead of a new website between using:
- Our Intelligent Solutions (where we provide you all Independent Research to do it yourself)
- A cheaply designed website (usually given away by the Yellow Pages or low-end web designer)
- An expensive website professionally designed, installed, and optimized on your behalf.
Google Search Trends
Let’s look at some real-time Google stats of my local community in Indiana. Building a construction company requires the understanding of how Google operates. This chart shows actual keywords being searched by potential clients, and the frequency per month those words are searched.
This is the proof of what was said earlier, “I’m amazed at how easy it is to get leads from the Internet”. This example gives a contractor ~25 million potential leads per month if they targeted these keywords to grow a construction business. What’s really amazing is that this is just 16 keywords. Most contractors can easily target 2,000 keywords.
The fact is that each of those 25 million search requests were indeed given (by Google) to many contractors free of charge. When a homeowner is looking to hire a contractor they will use the Internet 60% of the time. Growing a business requires learning how to play with Google.
When a homeowner types in anyone of these keywords, and your company website isn’t being displayed on the first couple of pages of Google or Bing, then your business is only targeting the other 40%. However, that’s only true if you’re actually using direct mail, yellow page ads, newspaper display ads, craigslist, radio, television commercials, church bulletins, social media, billboards, door hangers, home show booths, and many more (which combined make up the 40%).
Building a Construction Company Requires an Agressive Marketing Stragegy
Our slower building economy has changed the way we think about getting leads. We must be more agressive to get our name out to the neighborhoods we work.
For every 100 actual paying jobs in your neighborhood, most contractors are invisible to over 99 of them. Quit going after the expensive <1% of leads and start going after the nearly free 60%.
The Contractor Reference Guide helps you to build your company. It gives you the ability and confidence to quickly move your company into a better position by providing alternatives and options that you can easily use and do yourself.
