Flood/Water Damage Restoration Lead Generation & Marketing Guide
Are you looking to buy some water damage restoration leads because you know this industry is super profitable? We understand that, but it’s important to know a few things before buying.
Here are ten simple water damage marketing tactics to generate more leads:
1. Create a Referral Program
You can do this by making a page on your website that targets keywords like “water damage restoration referral program” or “water damage restoration affiliate program.” These are things people search for, so if you want to show up at the top of Google with a competitive referral fee.
2. Reach out to Plumbers and Other Businesses
A super easy way to do this is by going to Yelp, and requesting an estimate from as many local plumbers as you want to use their automated form. When its time to fill out your service request, mention that you are part of a local restoration company, and you are looking to partner up with some local contractors, then offer a competitive referral fee and pay on time!
Keep in mind that you need to keep these rates competitive, so another restoration company does not take your plumber. It is up to you to know what you would like to provide, but I would recommend doing at least 10% of the revenue from the job. It is also a good idea to set up a time to meet with the plumber in person rather than just speaking with them on the phone, try to buy them some lunch or something to keep your connection with them. This way they are more likely to remember you when it’s time to refer jobs out.
Network with Insurance Adjusters, Property Managers, Other Contractors, and More
There are many other professionals other than plumbers that can refer you on jobs. What you want to do is to network with local property managers, real estate agents, janitorial professionals and more. Arguably though, the most effective of these would be to network with local insurance agents.
How Do You Do This?
You should put on your sales hat or hire someone that can make the sales for you, then go to the office of the insurance agents and try to sell them in person. Consider bringing something to their office like stopping by for doughnuts or coffee. You can learn more about doing that here.
3. Join Facebook Groups
You can join restoration Facebook groups like “Powered By Urgency” to team up with local restorers in your area to tackle losses you can’t do or refer out losses that might be a little too small for your company at present. If you are a small company, this can be a great way to get access to the materials and labor owned by larger companies. If you are a larger company, this can be an excellent opportunity to rent equipment and get on losses you don’t have before.
4. Buy Radio Leads and Chase, Chase, Chase
Although radio leads are often lower in conversion compared to online leads, you will be missing out on some potentially large jobs by not having a chaser. Post jobs ad on craigslist or some other platform, and hire a salesperson to go out and try to book you some jobs. Think about what one extra post per month could do for you?
This is a super underutilized source of flood damage leads that can quickly get you at least one extra job per month when done correctly. As at the time that I am writing this, it seems to be much less competitive than it was before craigslist become paid, so take advantage of this opportunity!
How Do You Do This?
One of the most important things you need to remember is that you need to put keywords in your ad! Craigslist is a search engine just like Google, so you need to understand where to show your ad. You can do this by simply exporting a keyword list from the Google keyword planner or Ubersuggest, and put the important ones in the title and body of your ad (if possible). Then all you need to do next to repost your ad every 4–8 days, and you should be able to get a lead on craigslist. This works great, and few people are utilizing the specific keyword tactics I mentioned, so you should also try it out.
6. Hire a Pay Per Call Water Damage Lead Generation Company
Most companies will offer to run your ads and get paid regardless of their performance, but in our opinion, a much better way to hire someone to run your PPC ads is to have them do it on a pay per call basis. In this scenario, the person or company you hire will be responsible for taking care of the ad spend, so, it lowers your risk. We recommend using our service for this (of course), but there are a couple of other good companies out there that also use this pricing model.
Affiliate Based Lead Generation
These companies generate leads for you, and also resell leads to you leads from their affiliates. Affiliates are essentially independent marketers and companies that will go out to use various methods like SEO and PPC to generate your leads, and they will get paid by the lead similar to the pay per call PPC companies. We currently run this way as part of our generation methods. This is an excellent supplement to your leads, but you want to be doing all of the other stuff I mentioned as well, so you’re not dependent on any source.
Know Your Numbers
Once you have an idea of your cost per lead, you can start to calculate your cost per job-based off of your closing rate, and ultimately your profit margin. Work to improve every part of this process, and you’ll be able to refine your overall profit margin.
What not to do
Please avoid AdWords express at all costs as this can be a major money pit. You could end up paying for people that are trying to get their water-damaged iPhone fixed.
7. Invest in SEO
We are surprised when we see companies spending 20k+ per month on AdWords and lead generation fees, and they neglect to invest in their SEO. A dependable SEO contractor or company will only cost you about 1k per month. After a few months of good work, you should be able to generate leads from their work without paying for ads! Think about owning an asset that will generate you leads month after month with next to no investment once it is ranked. It is so powerful that SEO alone is enough to run your business off if you do it correctly, so don’t overlook this!
8. Offer Related Services
Instead of outreaching to plumbers, for example, some restoration companies are taking it upon themselves to provide services like plumbing so it can give them a shot at getting more jobs. If you have the resources, it could also be a great way to diversify your businesses so that you can have a steady revenue streaming in even if there aren’t many disasters coming in.
Offer Pack out Services
Many people don’t like packout. If you are well connected with other restoration companies or adjusters in your area, you can ask to do their packout for them. This can be a great way to get on more considerable losses.
9. Storm Chase
If your area has been slow for awhile, and you see disasters happening, then kindly go out and chase them. Don’t be afraid to be ambitious to make some real money.
Use Facebook Ads
In most cases, Facebook ads are not the best way to generate water damage leads, but you can use them to remarket to the victors on your website, or to outreach to storm-damaged areas. In storm-damaged regions, almost everyone needs your services, so you should have some relatively broad targeting ad to get decent results.
10. Reputation management and Google Maps and Yelp Optimization
Some people go directly to Yelp when looking for a business to hire, and beyond that, there are a lot of other people who double check the reviews on Yelp and Google maps before hiring a contractor. You need to make sure your reviews are good, so you can be the one people will call and hire.
Get More Reviews
If you currently have only a few reviews and one of them is negative or gives a bad aggregate, this looks worse to potential customers, so you should consider trying to get more reviews. It is technically against the policy of most of the major platforms to ask for reviews, but you want to make it as simple as possible for them to do it at least. One simple tactic is to put a review link on your business cards and anything else your clients might see easily like your email signature. That way, they know where to go to write you a review, and they get reminded to do it without you asking them directly.
Flag Bogus Reviews
It is a dog eat dog world out there, so you’re a competitor, and someone for some reason leaves a bad review for you. The good news is that most review platforms allow you to report reviews that don’t meet their guidelines. Here is more information on how to report a review on Yelp’s website.
Most of our clients dislike Yelp because of their shady business practices, but it can indeed be a good source of leads. If you have good reviews and a filled out profile, it shouldn’t hurt to run a thousand dollar ad budget to see how it does for you. Just be warned that their salespeople might bother you if you try to cancel the ads.
Just like Google or Craigslist, Yelp is a search engine that people go to find contractors, so you want to be as visible as possible on this platform with your related keywords. Another benefit to optimizing your Yelp page is that it also has a higher chance of showing up on other search engines like Google and Bing.
Here are some simple Yelp SEO tips:
- Try to put your main keywords in the business name if possible
- Get more reviews as we discussed above
- Try to answer any estimate requests quickly so you can have a chance at getting the job, and potentially increase your click-through rate due to having fast responses.
- Fill out your specialties section and include your keywords in their periodically
12. Get on the Insurance Vendor Lists
This is relatively simple to do, find applications like the one here and apply to join the lists. Many insurance companies will have a database of contractors that their clients can look through. Here is an example of an insurance application.
That’s it. This may seem like a lot, but if you can do all, or at least most of these things, you should be able to increase the amount of water damage restoration leads you’re generating.