Low-cost leads for a high-cost service

The client

Statewide Remodeling is a premium general contractor serving Texas and parts of Arkansas and Oklahoma. Kitchens and bathrooms are their bread and butter, alongside patios, siding, roofing and windows, installing high-end products like the Kohler walk-in shower and tub lines. They came to us to improve their online reputation and generate new leads.

The problem

There was no customer review process, so only very angry customers were motivated enough to leave one. Fixing that came first, because it affected whether any potential customer could trust the company.

Remodels are expensive, so the audience needed nurturing before they were ready to ask for a quote. And we had no control over, or even analytics access to, their website, which made lead attribution and tracking very difficult.

What we did

We worked with project managers across their four main Texas locations to put in place a review generation process: on-site staff who personally knew the customer asked the happiest ones to leave a Google review.

With reputation improving, we built a three-step funnel using their blog, project images and specials to find interested people and nurture them until they were ready to request a quote. We installed the Facebook Pixel, got access to Google Analytics, and moved to Facebook lead ads at the bottom of the funnel to keep attribution accurate.

Results

• All four locations increased their Google star rating, and three of the four reached at least 4.0 stars
• 14 quote requests in the first month of the funnel
• 24 leads in the best month
• 170 leads in total over nine months, each with name, email, phone and project type
• The client needs to convert only one lead every other month to cover the full cost of the marketing