Construction Marketing

How to Filter Tire Kickers in Marketing

When you have a ton of leads but many are wasting your time,⏳ you just need to get more honest in your marketing about what kind of jobs you want… here’s some…

Estimated Read Time:  4 minutes


Tire Kicker in Roofing Contractor sales and marketing - how to filter

When you have a ton of leads but many are wasting your time,⏳ you just need to get more honest in your marketing about what kind of jobs you want… here’s some ways to filter in your marketing:

How to filter tire kickers in marketing

  1. Use an embedded Calendly scheduler on your thank you page (after they fill out a form,) and if people don’t schedule, you can choose whether or not you want to reach out.
  2. Show your pricing range – right next to your contact form and scheduler, or create a pricing calculator on your site so they can get some idea of what affects price through you. 🔢📊
  3. “Show what you want to grow” – so if you’re focused only on high-end remodels, only show those.
  4. Stop buying from pay-per-lead companies like Angi that can attract tire kickers & bottom-price feeders.
  5. Push on ⒷⓇⒶⓃⒹ marketing… Having a high-end brand will help them be primed to pay more.
  6. Say ‘𝙉𝙤’ a lot – it’s ok if you have to go through some leads, if you know which jobs are profitable.

Scarcity mindset will kill your profit

Part of the reason you turn up the heat on your marketing is so you 𝐂𝐀𝐍 say no, and aren’t scared, because there’s five deals behind that deal.

😱𝕊𝕔𝕒𝕣𝕔𝕚𝕥𝕪 𝕄𝕚𝕟𝕕𝕤𝕖𝕥 will have you addicted to low-profit deals and you won’t understand why you did so much work but have so little to show for it.

♻️✌️Getting out of the cycle starts with going harder on marketing, getting clear on which jobs are profitable, and switching from talking about top-line revenue all the time to focusing on the b̲o̲t̲t̲o̲m̲ ̲l̲i̲n̲e̲.̲

Pre-qualifying, positioning and pushing on referrals

  1. Utilize online pre-qualification systems – Prospective customers can answer a few questions about the nature and scale of their project before you ever speak to them. This helps you screen out the jobs that don’t match your desired profile.

  2. Improve your website’s SEO – By focusing your keywords and content around specific, high-value projects, you can attract the right kind of clients to your site.🌐🔍

  3. Use social proof – Showcase your satisfied customers and successful projects to demonstrate your expertise and reliability. Potential clients who value quality over price will be more likely to engage.

  4. Prioritize repeat business – Building long-term relationships with your customers can lead to more profitable jobs. Encourage customer loyalty through excellent service and incentives.

  5. Adopt a comprehensive Customer Relationship Management (CRM) system – By tracking your leads and customer interactions, you can better understand which marketing efforts are paying off.🗂️🔄

  6. Network with complementary businesses – Collaborating with architects, builders, and interior designers can result in more high-end referrals.

  7. Optimize your advertising strategy – Use targeted digital advertising to reach the specific demographic you’re interested in. Ad platforms like Google Adwords and Facebook Ads allow you to focus on geographic location, interests, and income level.💹🎯

  8. Craft clear, concise, and professional proposals – The quality of your proposals is a reflection of your work. By presenting your proposals professionally, you’re more likely to attract clients who appreciate quality and are willing to pay for it.📝✨

Finally, maintain consistency in your messaging across all platforms. Ensure your brand image and ethos are clearly communicated in all your interactions. These techniques will not only attract the right kind of clients, but also position your roofing company as a market leader in the industry. Stand out from the crowd by demonstrating your commitment to quality, professionalism, and customer satisfaction. Your marketing should tell a story of excellence, making potential clients want to be part of that narrative. Be selective, be unique, and always aim to exceed expectations. This is your path to profitability and sustainability in the roofing industry.

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