How to Generate Leads as a Salesperson (Guide + Resources)

How do you get leads as an individual sales rep at a roofing, hvac, or other home service company?

It comes down to taking complete responsibility.

• I was once in this position, working for a different company and learning from their tactics for acquiring leads and trying to reproduce it for myself.
• I had one major advantage – I new how to work social media and networking and wasn’t scared to embarrass myself.
• I threw myself in with enthusiasm and started up the lead flow to 1 a week. 
• In my case, I mixed in SEO on my personal website and through that was getting 1 legit lead a week, and ended up getting ‘MALL OF AMERICA’ as a client, amongst others – before starting my own company because this ability is truly powerful. 

So all I need you to do – is suspend your disbelief that getting leads as an individual is impossible for a second…

I also know a roofing salesperson who’s phone rang off the hook for 3 months after a storm.

What if it was all on you?

1. Get really hardcore about social media, brand yourself as the ‘go to’ person for your trade. Give simple solutions and entertaining content around things homeowners would want to know. You could make endless leads happen for you this way, if you simply create stuff you’d want that’s quick, entertaining and useful.

2. Figure out the people that could refer you (other home service providers, realtors, agents, anyone who spends time with your customer around the time they might buy) and then be useful to them (refer, take out to coffee, lunch – become their expert) we all want to know a guy, make it quick and painless for them to know you, and refer a few people to them a year and you start the flow.

3. These tactics take years to crank up to weekly and daily leads, but they do really work, and if you want to be the best in your field it’s not just about work but by being an amazing communicator that cares about people, you will win over existing customers as well. Ask for referrals from them, perhaps reward them. Ask them to review and refer every time.

4. Be in all the local Facebook groups answering q’s, referring others, and ideally getting other people to refer you when people ask about what you do 🤘

This all may seem hard but in the end it’s indeed the answer.

If you master all these things or at least try daily to get better with them for a few years and are consistent daily, your personal lead flow will exceed the leads your company will give you and your options increase. Get around better and better people by taking more responsibility and making a pt to rub shoulders with people also doing similar things often.

Next Level Strategies to Multi-Million Years

Did all of that seem hard?

Well years and years of being excellent at your job isn’t enough to drive consistent leads on a regular basis as an individual.

It take clear communication, and treating customers well… 

Then word spreads.

IN FACT, some of the best strategies seem to be the simplest ones:

• Act like a decent human being, and be compassionate towards the homeowners you’re helping.
• Asking for reviews to mention you personally so you can use them to build your personal brand, and asking homeowners every time to refer you.
• Being involved in the community, through coaching or charitable work – including promoting your company when appropriate and tasteful. 
• Being ‘THE GUY TO KNOW’ to help them with the thing that you do. 
• Getting really good at sales and persuasiveness, so you’re not just selling the customer – you’re preparing them to introduce you to their neighbors from the very beginning. 

Networking and Knock Neighbors Doors

“Networking groups take time to work. Asking for referrals when you make a concession. Following up intensly and knocking on the neighbors doors day of the job letting the potential customer know that your team is next door and to let them know if any debris blows over.” – John Canfield, Innovative Air Pro’s

Hand Written Letters, Seminars for Realtors

“Ride with service technicians on preventative maintenance calls in the slow season. Ask existing customers for referrals and pay for referrals. Mail hand written letters to customers and ask for referrals with a money offer. Talk to the neighbors around when you have installations going on, networking groups like BNI. Do educational seminars for realtors.” – Andrew Dobbins, Intelligent Design Plumbing, Air and Roofing

Be Memorable To Get More

“1. Be memorable and it will happen naturally without asking. 2. Sending personal hand written thank you cards asking for referrals and including 3-5 business cards and a $10 gift card. 3. Door knocking in the neighborhood the day of the installation. (I have never done this, but plan to implement it in the slower season.)” Charles Rutkowski, Big Wave Heating & Air

Complimentary Safety Inspections

“As a selling tech for years, when things were slower or I had a call in a neighborhood with equipment that was older than 12 years old, I would conduct a comprehensive safety inspection of the heat exchangers, carbon monoxide detectors, combustion and gas lines to ensure my clients equipment was safe to operate and there were no underlying issues. Many times, there were issues I had addressed with the homeowner. I would then go door to door and provide a free safety inspection for the neighbors to ensure their systems were safe. This generated maintenance calls and self generated replacement sales.” – Dwight Miller, Former owner at Lifetime Heating, Air, Plumbing & Electric

Resources for Reps in Roofing, HVAC & Other Home Services:

1. Roofing – The Marketing Battle Pack from Adam Bensman, The Roof Strategist.
2. Roofing – Becca Switzer’s training to learn how to door knock in storm restoration and beyond. 
3. HVAC – Close it Now! podcast and training to learn doorknocking for HVAC

Master basic marketing strategies that companies usually do:

Social Media and Personal Branding

1. Create Engaging Content: Post regular updates on platforms like Facebook and Instagram. Share educational videos about common HVAC issues or roofing maintenance tips. According to Foresight Risk and Insurance Services, Instagram has over 1 billion monthly active users, making it a valuable platform for visual content​ (Foresight Risk and Insurance Services)​.
2. Targeted Ads: Use Facebook and Instagram ads to reach a broader audience. Equipter suggests using targeted ads to reach homeowners in specific neighborhoods, especially those where you already have a job scheduled​ (Equipter)​.

Networking and Referrals

1. Strategic Alliances: Partner with complementary businesses such as realtors, home inspectors, and other service providers. This can lead to mutual referrals. Building relationships with these professionals can significantly boost your referral network.
2. Community Involvement: Participate in local events, sponsor sports teams, and engage in charitable activities. This not only enhances your brand but also builds trust within the community​ (Best Roofing Software | Roofr)​.
3. Customer Referrals: Encourage satisfied customers to refer you to friends and family. Offer incentives such as discounts or referral bonuses. According to Roofr, 92% of consumers read online reviews before making a decision, and good reviews can greatly enhance your credibility​ (Best Roofing Software | Roofr)​.

Optimize Your Online Presence

1. Local SEO: Ensure your personal or company website is optimized for local searches. Create unique landing pages for each region you serve, and maintain an up-to-date Google Business Profile​ (Tradespeople Online)​.
2. Content Marketing: Write informative blog posts about HVAC or roofing topics that potential customers are searching for. This can position you as an expert in your field and attract organic traffic to your website​ (RoofSnap)​.

Email Marketing

1. Build an Email List: Collect email addresses from every interaction with potential customers. Send regular, personalized emails offering maintenance tips, seasonal promotions, and updates about your services​ (RoofSnap)​.
2. Nurture Relationships: Use email marketing to keep in touch with past clients and encourage them to refer your services. This long-term strategy can lead to repeat business and new referrals​ (Equipter)​.

Utilize Reviews and Testimonials

1. Request Reviews: After completing a job, ask your clients to leave a review on Google, Yelp, or other relevant platforms. Positive reviews act as social proof and can influence potential customers​ (Best Roofing Software | Roofr)​.
2. Showcase Testimonials: Display testimonials prominently on your website and social media profiles. Highlighting satisfied customers’ experiences can build trust and attract new leads​ (Tradespeople Online)​.

Combine Traditional and Digital Strategies

1. Direct Mail: Despite the dominance of digital marketing, direct mail can still be effective. Send postcards or flyers to homeowners in your service area. According to Equipter, direct mail has a lower cost per lead compared to many digital channels​ (Equipter)​.
2. Community Engagement: Attend local trade shows and community events. Set up booths, offer free consultations, and gather contact information from attendees. This face-to-face interaction can lead to high-quality leads​ (Foresight Risk and Insurance Services)​​ (Tradespeople Online)​.

By integrating these strategies and consistently applying them, individual roofing salespeople and HVAC techs can significantly increase their lead flow, build a strong personal brand, and establish themselves as trusted professionals in their community. Combining digital marketing tactics with traditional methods will provide a comprehensive approach to lead generation and business growth.