Solutions Center: Online marketing boosts leads
1 May, 2005 By: Geoff Kulesa Landscape ManagementWhile consumers have traditionally turned to the Yellow Pages to find landscape contractors, the use of these types of print directories is projected to decrease by approximately 20% over the next four years, says The Kelsey Group, a Princeton, NJ-based market research and consulting firm
In contrast, the Internet is quickly becoming a primary tool for consumers looking for residential contractors. A recent survey by The Kelsey Group and Bizrate.com reveals that 61% of consumers feel the quality of online information is better than that of offline sources, including the print directories.
As more consumers turn to the Internet for local business information, online marketing has become increasingly important for landscaping businesses.
The Problem: wasted dollars
Indeed, many residential contractors are questioning the results they get from print directory advertising. "While contractors are the ninth largest Yellow Page spenders, their results don't even rank within the top 150," claims Adams Hudson of Hudson, Ink.
Like most residential landscapers, Scott Fairman, Scott Turf Company, Charlotte, NC; and Philip Sarros, The Sarros Company, Cumming, GA, invested their advertising dollars in the print media, fliers, direct mailers and seasonal newspaper promotions. However, these traditional methods of advertising were not producing a strong return on their investment.
The Solution: targeted online marketing
Sarros and Fairman sought a more cost-effective, targeted method of advertising that would result in a better return on investment. They investigated online marketing. However, the reality is that the landscaping business is local and the Internet is not. Creating a personal Web site and purchasing localized keywords through search engines are two techniques to use as part of an online marketing strategy. These options require technical expertise and can limit the number of consumers who find a particular Web site since limited keywords can be purchased.
Like 5,000 other landscapers and lawn care professionals, Sarros and Fairman turned to ServiceMagic, Inc., an online lead generating service. Consumers use this online service in an effort to limit the time and stress associated with finding residential contractors since the service prescreens its members for state licensing and insurance. Company owners like this since they know they are competing for business only with other professional, licensed businesses.
"My skepticism ended when I received five leads the first day I joined," Sarros says. "The online leads I receive have helped grow my business more than 75%, add another three-man crew and three large pieces of new equipment."
"I thought my other advertising methods were bringing in new business but after joining ServiceMagic, I realized I was wasting money and canceled all other advertising," says Fairman. "I now realize a third of my customers would rather go online than call contractors out of the Yellow Pages and wait for follow-up calls."
By providing residential landscapers with only those leads that match their work type and geographic preference, online lead generation services match businesses with interested consumers they may not reach with their other marketing initiatives. As a result, owners are able to tap a new client base and have access to a steady flow of their most preferred jobs, enabling them to spend less time and effort prospecting, qualifying and chasing down leads. Instead they have potential jobs come to them.
— The author is a vice president with ServiceMagic, Inc., an online lead generation service. For more information visit www.servicemagic.com.
Please send any technical comments or questions to our webmaster.