A constant supply of viable sales leads is the lifeline of any company, and developing construction sales leads requires an approach unique to the industry, and the specialty of the company.
The Right Leads
Cold calling and direct marketing typically have very low rates of return, with a 1.5-2% closing or response rate being common. For the construction industry, targeted marketing campaigns with competent sales teams experienced in the industry, are the key to acquiring new accounts, or expanding existing ones.
To steadily increase business and/or profits, within the existing means of the business, contracts need to do more than target the right account. Defining advantageous terms for both parties involved is equally as important, as the terms will likely be in place for months or years.
Whereas larger companies may require active canvassing and networking through various channels to develop good leads, small contractors can find free construction job leads through rudimentary sources. These include online advertising, involvement in local business associations, and through word-of-mouth referrals.
Each time a job is complete, the contractor should leave the customer with business cards to be handed to people who may need the same services. Although good work and friendly service will create some new leads, other methods should be in continuous use as well.
Securing Future Work
To stay abreast of future building projects, it is important to develop a network of business associates in the industry, as well as checking local newspapers and trade news for newly issued permits to build. These construction job leads will typically be bid well in advance to the start of the work, so it is good to have bids in on multiple jobs.
No method will supply 100% of your business. To grow your business, and keep the tracking of results simple, choose two or three methods, which may include cold calling, a well-run marketing campaign, and hiring a firm to handle lead development professionally.
