Are You Missing Out On High Quality Leads?

Ab Initio’s Rhonda Ridge, creator of AdminBase, talks about the opportunity for installation companies to exploit high-quality leads and explains how an integrated management system can help.

The glazing sector is not all doom and gloom. There are pockets of growth among certain products and a portion of the population are still investing in improving their homes. But it would be remiss to ignore the fact that the overall number of incoming enquiries to installation companies has slowed down. While it is important to keep the long-term pipeline full, right now the sector could do with a quick win. The utilisation of a fully integrated management system that helps to log leads, track sales progress, and e-mail contacts directly without the hassle of exporting and importing data, is giving home improvement businesses the advantage of exploring high quality leads without the hassle. 

When business slows down, we often up the ante to attract new customers. Talking to completely new prospects is exciting too. There is a certain thrill when someone you haven’t worked with before shows a sincere interest, and you manage to convert the sale. However, while attracting new customers is an important part of filling the sales pipeline, it shouldn’t be where the story ends. There is another route that often gets forgotten and can be highly effective for quick results in a downturn, and that is talking to existing customers. 

Get more business from the customers you have

Consider the possibilities of existing customers that need further work carried out. Perhaps they have had a new door fitted but also need new windows, or vice versa. Or perhaps they’ve already upgraded their front door, and now they’re ready to modernise their back door. Also, those same customers may have loved the work that was carried out on their homes but have not yet got around to making a recommendation to their friends and family. As with all lead generation tactics, it’s about catching people at the right time, and just because they haven’t made contact yet, doesn’t mean they’re not ready to buy or endorse. This is where e-mail campaigns to customers can be hugely effective in converting existing high-quality leads that just need a nudge to get them over the line. 

E-mail campaigns are generally accepted to be one of the best forms of lead generation for a high return on investment because the cost of sending e-mails is so low, and the targeted aspect is more likely to generate a positive response. But they come with their problems too. Having worked in an installation business myself, I know first-hand the nightmare involved in exporting customer contact details out of the company database and importing them into an e-mail campaign service such as Mailchimp, and then exporting them back out of there into the company database again. There is almost always a snag along the way unless you go down the time-consuming route of manually entering updates. Luckily, there is an alternative, and installation businesses can enjoy all the benefits of e-mail campaigns without the hassle of an all-encompassing installer management system. 

E-mail marketing the easy way

The AdminBase system fully integrates all data within an installation company but also has an add-on to support e-mail campaigns, called AdminBase Campaigns specifically. The AdminBase Campaigns feature can send a bulk e-mail to contacts in the centralised database, so that there is no need to export and import data. Installation businesses can add their own e-mail campaign designs into the system and send them to customers directly. For example, they could send a discounted deal to homeowners if they order something else or offer a reward for a recommendation. Any responses can be updated directly in the system and will be immediately visible to all departments, including the sales team. 

In a difficult market, it’s a catch-22 situation. Installation businesses need more leads, but generating leads can be expensive. E-mail marketing, with its high ROI, is a great solution if the admin can be managed properly and doesn’t create more problems than it solves. A fully integrated installer management system that allows companies to directly e-mail their existing databases and capitalise on the high quality leads they already have, makes precisely such e-mail campaigns a low risk, significant sales opportunity.  

Work With AdminBase

If you are interested in AdminBase’s services, then get in contact with our team today to request a free demo. If you have any questions, feel free to give us a call or use our online contact form, and we will be happy to help.

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