- Features | April 17, 2018
8 Weird Ways to Nurture Leads
A lead comes in. Do you send them the same stuff you’ve always sent your leads? Sure, you could do that (except you know that your competitors are probably sending the same stuff, right?). That’s a problem in the industry: You want to show that you can help them, but it seems like there are only so many ways to convince them… And every other home service business in the area is using the same techniques.
Well, one strategy that has always worked for me is: “When everyone else is doing one thing, do something else.” And that’s what I’m recommending here with these 8 weird ways to nurture leads. These totally work, yet no one is using them. Why not get a jump on your competition by mastering these weird lead-nurturing strategies in your market?
1. Serve Better Than Anyone Else
This is a weird tip because it’s not something you’re doing directly to nurture the lead. It’s a “ninja-style” indirect lead-nurturing strategy.
You see, most home service companies think they give “good” service (although, in reality, it’s usually mediocre, even if you think it’s good; and it’s rarely any better than anyone else). But if your home service company gives amazing service, you build a reputation that other leads will be drawn to. And when I say amazing service,” I mean that your service needs to be so jaw-dropping that your customers call their friends and family as soon as your technician leaves the house to say, “You WON’T BELIEVE the service I just got from this company!” That should be the measure of how great your service needs to be.
It’s a ninja-style lead-nurturing strategy because other people will hear about it, they’ll come to you to test you to see if it’s as good as they hear, and then they’ll buy. (And they’ll buy a lot!)
2. Prepare to Follow-Up for a Year
Most home service companies might follow up for a week or two; maybe a month at most. And then they assume the lead has gotten the service from someone else. so they drop the lead and move on.
But here's the reality: People are busy in their lives and they delay making decisions. Maybe they became a lead just because they were thinking about it today, but they won't make a decision about it for 3-6 months when their spouse nags them about it. Or maybe they became a lead now but are going on vacation or are starting the busy time at work.
There are many reasons but ultimately it can take people months to decide. So, let your competitors drop their leads in a couple of weeks. You should be prepared with a strong follow-up plan to follow up relentlessly for a year. Start out by following up every couple of days, then every couple of weeks, then every month. The keyword here is "nurture" and that takes time.
3. Follow Up in Multiple Ways
Once when I got a new garage door installed at my house, the companies I contacted followed up by phone exactly twice. And then they stopped calling. Not only did they stop too early (see Weird Lead-Nurturing Strategy #2), they only used the phone.
You should use multiple ways to follow up with your leads: phone, email, social media, mail, and text; whatever makes sense for your situation. Send mail because people don't get as much of it anymore. Send texts because texts are the most read and most replied to form of communication right now.
(Bonus Tip: Want to REALLY surprise your lead as you nurture them? Send them a short hand-written letter by you instead of marketing-style mail. This might not work for every lead but it can have an impact on leads of larger projects.)