LEAD GENERATION - FOCUS SHOULD BE ON APPOINTMENTS, SAYS COMPANY BOSS

The managing director of a home improvement leads company has said that while times are tough, and with the costof-living crisis still biting, a much better approach for installers is to seek booked appointments rather than leads.

Installers are turning to lead generation companies to help them bring in business. However, what many installers don’t realise is that it’s not always about quantity and price according to Andy Royle, co-founder and MD of Leads 2 Trade, the UK’s leading provider of double-qualified home improvement sales leads for double glazing, conservatories and conservatory roof replacements

“Installers think that if they’re getting good volume from their lead generator then they must be getting good service,” Andy said. “But how many of those leads will they fix up a survey or appointment with?

How many will they convert into an order?

Installers must measure their sales leads on quality, value and true cost of sale.”

A better approach, Andy argues, is not to concentrate on volume but to look towards sales appointments instead.

“While the quantity that some lead generator firms provide looks great, these web form enquiries are sold for £30 and are sold multiple times, they haven’t been telephone qualified, and on most occasions, there is no returns policy on the lead.

“We recognised this and took the focus off lead volume and onto sales appointments, introducing our ‘no pitch, no fee’ booked appointment service for our members. “

Leads 2 Trade makes sure that the appointment booking is only delivered to one other company, so the installer has more chance of winning the work, and as