Home Show Season is over… 4 ways to get the most out of those leads!
Like most home professionals, a sizable portion of your lead generation comes in the beginning of the year from working the floors at home shows. Now that home show season is wrapping up, you may be wondering where you should turn for your next lead source. Instead of finding a new source of leads, convert your home show leads digitally! Marketing to home show leads after the season is over will fill the top of your sales funnel to keep the pipeline full.
The Home Show DIGITAL REHASH
It’s one thing to collect leads at your home shows, but if you don’t follow through and eventually make a sale, what’s the point? All leads have value, you just need to know how to market to them. First, analyze and categorize your leads so you can understand where they are in the buying process. Then, develop a customized marketing campaign to meet the needs of that consumer.
Here are the four most common types of leads and the marketing campaigns they need:
The Raw Home Show Lead
Who they are: You met this potential customer at the home show, they expressed interest in your products and services, and you captured their lead information.
What they need: A general branding campaign. Start a digital marketing campaign that introduces a home show attendee to your company. Let them know who you are, what home show you recently attended, and what products and services you provide. The goal of this campaign is to focus on digital touchpoints—get your company in front of the consumer as often as you can now that the show is over.
The Appointment Cancellation Lead
Who they are: This home show attendee was impressed with your offerings at the show and set an appointment, only to cancel before the meeting takes place.
What they need: A customized rehash campaign. Create a targeted campaign that highlights the value of your company or product. You know the buyer is far enough in the sales funnel that they’re interested in or fully in need of your products and services, now they need that demo to convince them. Use this campaign to prove to them that your company’s the one that can do the job.
The No Sale Lead
Who they are: You had a successful experience with this buyer at the home show and set an appointment. You got an opportunity to show them all that you offer during the demo, however, they were hesitant to close the deal at the end of the appointment.
What they need: A rehash campaign with social proof. If your potential customer needs “time to think about it”, use that time as an opportunity to show them that you’re the one they can trust. Create a campaign that includes before and after photos, past project profiles, and customer testimonials. Show this lead that your company delivers results and has a loyal base of happy customers.
The Sale Cancellation Lead
Who they are: You successfully set up the appointment, aced the demo, and closed the sale! Then, the customer cancels after the fact. This is a hard type of lead to lose because you spent a lot of time cultivating this relationship.
What they need: A targeted financing rehash campaign. Customers often cancel sales because of the cost. Home projects can be a significant investment of both time and money. Sometimes, that overwhelms a customer and convinces them to cancel at the last minute. This is your opportunity to advertise your financing options. Create ads that show what you offer, with the overall messaging of “What are you waiting for?” to create a sense of urgency. Use these ads to demonstrate the value of your projects, and how these financing options provide flexibility to customers.
Digital Rehash Combined with Traditional Marketing
Your home show leads aren’t dead once the shows are over, you just have to know how to market to them! At Spectrum, we’ve developed the digital rehash strategy to help our clients get the most out of their home show leads. Use the end of the home show season to better understand who your customers are, so you can develop marketing strategies that speak directly to the needs of each consumer. There’s a vast window of opportunity available to you, and your return on investment is best met when you combine your online and offline marketing efforts to consistently generate leads.