Having access to market-leading construction data is just the first step in generating valuable leads for your business. But once you understand which projects you’re wanting to target, what comes next?
This is the first in a series where we breakdown the fundamentals of lead generation, starting with the basics of building an effective lead generation strategy.
See the opportunity
When looking at construction lead generation, it’s worthwhile focusing on companies and not just the projects.
Alongside giving in-depth information on building projects, construction data also gives you great insight into who is involved at each stage of the project – including companies and decision makers.
This is useful because you can see who is regularly procuring your type of product or service, giving you the opportunity to strategically plan your approach to target the leads that will be most likely to convert to sales for your business.
Plan your approach
Planning is key.
Set the main objective which you’d like to achieve from each new business approach. Questions you should be asking include:
- What do I want to gain from this project lead?
- Do we need to be booking sales appointments?
- Are we wanting to make site visits?
- Is there opportunity to price for a job?
Whichever objective you wish to achieve from your construction leads, make sure you’ve set measurable targets for you and your team. These targets could include call volumes, the number of projects that are engaging with your business or the final results you’re looking to achieve from each project.
Set realistic timelines
Good things take time, but time can be maximised and used efficiently.
Planning and prioritising your approach to construction lead generation and targeting means you can get ahead of the game. It can become too easy for other tasks to take priority, so put your plans into action and set time aside to focus on contacting the right people at the right time.
Go one step further to optimise your efficiency by being methodical in your ‘pre-call’ research, as well as your approach when you’re making contact.
Understand your ideal customer
Like all forms of communication, first impressions count.
Before you start approaching your leads, you must first understand your ideal customer to ensure your communications are personalised to each decision maker you contact.
Talk their language, understand their pain points and immediately tell them why you’re contacting them – it’s much more likely they will then see your approach as being worthwhile and relevant for their business and the project they’re involved in.
Build your approach
Get yourself that win!
Once you’ve generated the right construction leads, put your brain in ‘closing mode’ by being clear about the value you can add to the project or partnership.
Be intentional with your approach by suggesting dates and times for meetings.
Monitor your activity
To know how effective something is, you must record and monitor it. How have you used the leads you’ve generated?
It’s vital to you have a comprehensive customer relationship management (CRM) system so you have a record of all your sales and marketing activity throughout the lifecycle.
Keep a log of follow up calls that you need to make and a deadline for when you need to make them. Ensure you follow up on all communications that come into your business, so you can keep track of all your lead generation activity.
Stay in touch
Once you’ve established an initial interest with a lead, you need to stay in regular, planned contact until you win business – or at worst get a no. Push for the answer.
Track your success
To review how successful your business has been, you must track your success.
It’s important you monitor each stage of your sales process to find out what you’ve achieved and ensure you’re getting the best possible results. Does anything need to change?
Keeping track of your construction lead generation success will allow you to see the methods which are working, and those that aren’t. Keep refining your approach to ensure you’re getting the most out of your pipeline.
Generate construction leads with Barbour ABI
Now you’ve read how to effectively manage your lead generation from discovery to close, why not read about the successes other businesses have had with using Barbour ABI to generate leads and how it has transformed their business.
Like what you see but haven’t discovered any quality construction leads yet? We’re so confident in the quality of our information, you can now claim 10 construction leads for free.
