In my years as a sales and leadership coach, I’ve seen countless home service contractors fail by passively waiting for leads. It’s time to take control of your destiny with Tony Hoty calls “Go Get” Marketing.
I can’t stress this enough: “The companies that are winning are the folks that are still in control of their marketing today.”
But what exactly is “Go Get” Marketing? It’s a proactive approach that puts you in the driver’s seat, generating your own leads instead of relying on overpriced digital advertising.
My colleague Tony Hoty (the original OG of canvassing and local marketing), explained it perfectly in a recent masterclass: “My passion has always been on the front end, making the leads and generating them at a time when the phone maybe isn’t ringing.”
Let’s walk through the five steps that will upgrade your marketing strategy in every season of your contracting business.
Step 1: Master the Art of Canvassing
I’ve seen too many contractors write off door-to-door canvassing, but when done right, it’s a powerhouse for lead generation.
Tony emphasizes the importance of proper training: “Most companies will bonus [canvassers] on that one sale, right? They don’t set the standard up at bonus eligibility starts at $50,000 or $75,000.”
Start by creating a comprehensive training program for your canvassers. Focus on polished scripts, professional appearance, and effective follow-up techniques.
Implement a performance-based compensation structure that rewards results, not just effort. This will motivate your team to consistently deliver high-quality leads.
Don’t forget the power of first impressions. Tony swears by branded vests and ID badges, stating, “The vest is the best, that coupled with a lanyard I.D. Badge can really instill the kind of confidence you need to get someone to come to the front door.”
Step 2: Dominate Local Events
Event marketing is your secret weapon for connecting with homeowners who aren’t actively shopping. But success requires more than just showing up with a booth.
Tony shared a game-changing insight with me: “I went and partnered with a gas station. And basically, I put free gas signs around this gas station to help attract customers.”
Think creatively about how you can add value to attendees’ experience. Develop unique contests or giveaways that align with the event theme.
For example, at a wine festival, offer a “Guess the Grapes” contest with wine-related prizes. This approach not only draws people in but also provides a natural segue to discuss home improvements.
Remember, your goal at events isn’t to close sales on the spot. Focus on engaging conversations and collecting quality contact information for follow-up.
Step 3: Leverage Retail Partnerships
Imagine having a lead generation machine running 24/7, 365 days a year. That’s the power of strategic retail partnerships.
Tony explains the appeal: “These stores are open year-round, and when we need them the most at Christmas time, Thanksgiving, Easter, 4th of July, when consumers are distracted with the holidays and things of that nature, they are shopping.”
Start by identifying high-traffic retail locations in your service area. Develop an eye-catching display that showcases your products and services.
Train your staff on effective engagement techniques and lead collection. Implement a system for quick follow-up on leads generated in-store.
Tony emphasizes the credibility boost these partnerships provide: “When you attach yourself to them, you are awesome by association. They’ve done a lot of vetting, you don’t have to sing from the rooftops what a great company you are.”
Step 4: Harness the Power of Sweepstakes
I’ve seen targeted sweepstakes campaigns generate a flood of interested prospects at a fraction of the cost of traditional advertising.
Tony breaks down the psychology behind this approach: “People don’t take the time to fill out the form unless they have a need now. The need might not be today, but they know there’s a future need.”
Start by defining your ideal customer and crafting a prize that appeals specifically to them. Structure the entry process to pre-qualify leads and gather valuable information.
Promote your sweepstakes through a mix of social media, local partnerships, and in-store displays. Develop a follow-up strategy to nurture leads after the contest ends.
Tony explains the strategic advantage: “The idea is that if we can pull these folks into the market before they start actively shopping, then we can pull them out of the market before they start actively shopping.”
Step 5: Turn Every Job into a Marketing Goldmine
Your work isn’t done when the project is complete. In fact, that’s when some of your best marketing opportunities begin.
I can’t stress enough the importance of post-job follow-up. It’s why at our Top Rep events, we dedicate significant time to this crucial aspect.
Implement a “VIP Customer Care” program that includes personalized thank-you gifts, satisfaction surveys, and strategic follow-ups. Use these touchpoints to generate referrals and reviews.
Tony shares a powerful tactic: “We explain to them that they can use this… They’ve earned their loyalty rewards, and they can apply this gift card towards a future purchase with our company.”
Don’t forget to leverage your completed projects for local marketing. Tony suggests, “We stand in front of the job site and… simply say, if you can guess what street we’re installing new windows on today, you win a $100 visa gift card.”
Putting It All Together
By consistently executing these five steps, you’ll create a marketing powerhouse that generates a steady stream of high-quality leads. While your competitors fight over scraps in the digital space, you’ll be tapping into a vast pool of potential customers they can’t even see.
Remember, “The companies that are winning are the folks that are still in control of their marketing today.” It’s time to take control of your lead generation and watch your business enter the next level of growth.
Don’t let this knowledge gather dust. Take action today and start implementing your “Go Get” Marketing system.
As Tony reminds us, “Once you master leadership, you keep it forever. They haven’t changed the algorithm on leadership as long as I’ve been alive.”
The same is true for these timeless marketing principles. Master them now, and you’ll reap the rewards for years to come.