Online outreach: lead-generation programs can extend builders' advertising arms

Wildwood Aquatech Pools Inc. often has crews building pools in dozens of ZIP codes simultaneously. The Pool & Spa News Top Builder takes on projects as far as 380 miles away from its office in Fresno, Calif. This makes it cost-prohibitive to advertise everywhere it builds, says Jeff Kearns, company president.

To reach his far-flung customer base, he turned to ServiceMagic, an online lead-generation resource that matches consumers with home-improvement/service companies.

Using a lead-service firm allowed Kearns to take advantage of a high-tech marketing tool without having to invest in the cost of the technology itself.

To become a referred builder, he paid an initial $99 enrollment fee. Kearns is then charged for each lead he receives. To keep costs under control, he can set a budget that determines the maximum number of leads he'll receive each month. The service can be suspended during the busy season or when staffing doesn't allow for appropriate follow-up.

"What we were looking for were bona fide, solid leads that will add 15 to 20 pools to our total every year," Kearns notes.

A few months into the program, it's still too early to tell if the company will meet its goal. It has contacted the dozen or so leads that have been received, and all but two have scheduled appointments. "If one out of every three came through, I would consider it a success," Kearns says.

Taking the lead

Getting connected to the service is a simple process. After identifying the ZIP codes where he builds, Kearns created an electronic profile that contains a brief company history and a list of services provided. He also included a special discount offer and photos of pool projects. Participating companies can update their profiles any time.

The program is free to consumers. They just have to fill out a questionnaire that asks for a project description, budget, construction timing and financing needs. Their contact information also is required.

Once an electronic request is received, the applicant is given the names and profiles of three local builders. At the same time, the referred builders receive the potential client's information.

Kearns has tried other lead services with mixed results: One provider passed on bad leads; attempts to contact customers were fruitless because most had entered false contact data. Another recommended his firm, along with less reputable pool builders. So Kearns opted for a company that screens the service companies it refers before including them in the network.

Note: Hanley Wood, LLC, publisher of Pool & Spa News, is a partner with Golden, Colo.-based ServiceMagic in a recently introduced online lead service called Pool & Spa News Leads. However, Pool & Spa News is a separate entity and has no control over customers' experiences with ServiceMagic.

Tech tips

* Before the leads start coming in, devise a process for handling them in a timely manner.

* Be sure the company information listed in your profile is always current. Potential customers may be turned off by inaccuracies or out-of-date promotions when they check your listing.

* Don't bite off more than you can chew. Be realistic about the number of leads you can contact each month, and the geographical area you can effectively cover.

COPYRIGHT 2005 Hanley-Wood, Inc.
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