Window Sales Leads…Going Cheap But Costing More
Installers need better customers rather than more leads according to Andy Royle of Leads 2 Trade, as he also explained why cheap leads can turn out to be very, very expensive.
Royle said: “Most installers will recognise the adverts I’m talking about. Government grants, funding, scrappage schemes, £2,500 off your new windows. They’re built to generate clicks. And they do that job very well. The problems begin when those enquiries are passed on to an installer.”
Looking for a deal
Royle added: “The homeowner at the other end often isn’t looking to buy. They’re looking for something free or close to it. They’ve been promised a deal in an advert the installer had nothing to do with, so before the first call is even made their expectations are out of step with reality.
“The installer is on the back foot from the get-go, chasing people who rarely answer, rarely book and rarely buy.”
Not really a lead
Many installers will know exactly what Royle is talking about and will have signed up to similar marketing agreements for leads and come away frustrated and disappointed with leads that were ultimately never going to go anywhere.
Effective sales teams
Royle said: “If you buy 100 leads for consumers with little to no intention of buying at £40 each, that’s £4,000 spent on weak leads, with a typical return of maybe three to four sales.
“If you buy 20 confirmed appointed leads at £100 each from homeowners who are ready to get a quote, that’s £2,000 spent. If seven of those convert, that’s half the budget for more than double the sales. And with a sales team that’s spent its week in front of genuine buyers rather than chasing dead ends.
“The lesson is simple. Instead of more leads, you need better customers.”
No Pitch, No Fee
At Leads 2 Trade, we’ve never relied on giveaway messaging to fill a pipeline. Every enquiry is double-qualified by our experienced call centre, so installers know they’re speaking to a homeowner with a real project and a realistic idea of what it will cost. Our guaranteed booked appointments are also ‘No Pitch, No Fee’, so an installer doesn’t waste any budget if they don’t sit and pitch.
“Price will always matter. But it’s intent and quality that turn an enquiry into a sale. That’s where installers should be measuring value.”
Picture: Andy Royle, Leads 2 Trade’s co-founder and managing director.
For more information, call t. 0800 124 4308 or visit
