Undoubtedly, your appliance repair company is excellent at servicing home appliances. You might even have the best expert appliance repair services in town. But how do you convince customers to choose your business over competitors?
Owning an appliance repair business is one thing. Getting appliance repair jobs is another. And you obviously need those jobs to keep the company running and turn a profit.
Getting appliance repair clients starts with lead generation. In marketing terms, lead generation means attracting prospects. Then, you turn them into paying customers.
But generating appliance repair leads is no walk in the park. Half of all marketers consider lead generation a top priority. Meanwhile, 37% of marketers say finding high-quality leads is their biggest challenge.
Are you struggling to generate leads for your appliance repair business? This article shares essential tips for upping your lead generation game. We’ll go over the following:
- The importance of appliance repair lead generation
- Figuring out exactly how many leads your appliance repair company needs
- Everything you need to know about free leads
- The pros and cons of buying appliance repair leads
- How to get appliance repair leads
Let’s dive in.
Why Lead Generation Is Important for Appliance Repair Companies
A lead is an individual or business that has the potential to become a future customer. Lead generation is the process of finding or creating those leads. It’s part of nurturing prospects into paying appliance repair jobs.
Generating appliance repair job leads takes time. And it usually involves multiple marketing strategies and careful management. But why go through all that trouble?
Does your appliance repair company really need lead generation?
Yes. Every business, big or small, needs a lead generation strategy. Plus, the rewards are well worth the effort. Here are five reasons why lead generation matters to appliance repair businesses:
1. It Expands Your Audience.
Lead generation creates an audience that might want to buy your appliance repair services. It populates your social media following, email list, and content subscriptions with potential customers.
A broader audience boosts brand awareness. It also results in more meaningful, productive engagements. For instance, you’ll get more comments on blogs or social posts and better responses to your emails.
2. It Maximizes Your Marketing Impact.
Having more high-quality leads simplifies marketing.
First, it becomes easier to target specific segments of your audience. You already know what each lead is looking for. And you see their level of interest in your company.
With that knowledge, you can fine-tune your marketing techniques for maximum effectiveness.
Second, lead generation makes your marketing efforts more efficient.
You can focus your efforts on specific individuals. Marketing to people already interested in your repair services takes less time, resources, and energy.
It’s the difference between casting a fishing net into the ocean and hoping for the best and putting an irresistible lure at the end of a fishing line.
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3. It Creates New Business Opportunities.
With careful nurturing, leads may eventually convert into appliance repair jobs.
However, according to Ruler Analytics, the average lead conversion rate for professional services stands at 2.7%. That may look low. But it’s actually not bad.
If even a few leads convert, it can make a huge difference in your job flow.
4. It Provides Valuable Customer Insights.
Generating appliance repair leads is a great way to study customers’ preferences, needs, and behavior. Lead generation data also says a lot about your local appliance repair market.
Understanding your customers helps you model the business to better suit their needs. For instance, you can optimize your pricing, delivery model, and offerings based on customer insights.
Customer data is invaluable when it comes to marketing, too. Use that data to inform your marketing decisions. Lead analytics can show you who to target, the message to put across, and the ideal channels to use.
5. It Stabilizes Your Company’s Cash Flow.
Lead generation improves your ability to secure appliance repair jobs when done correctly. More appliance repair jobs translate to more revenue.
But earning more is not the same as earning consistently. You need sustainable, predictable income to keep your appliance repair company afloat. Fortunately, lead generation helps with that, too.
Let’s say you generate a specific number of leads each month. That alone guarantees a certain number of repair jobs every month. Depending on the effectiveness of your lead generation efforts, you can be sure of stable cash flow all year round.
How Many Appliance Repair Leads Do You Need to Be Successful?
The more leads you generate, the better. But exactly how many leads do you need to run a successful appliance repair business?
Those figures are unique to every business. And the number of leads you need depends on two key things.
- Your definition of success.
- Your lead generation performance.
For simplicity, let’s take the most common business success metric—sales.
Let’s say your goal is to net $5,000 a month from lead generation. Here’s how to calculate the number of leads you’d need to do so:
Step 1: Find Out How Many Appliance Repair Jobs You’ll Need to Generate $5,000.
How much do you earn after each appliance repair job? Let’s assume an average income of $100 per job.
To gross $5,000, you’ll need (5,000/100) = 50 jobs.
That’s 50 conversions.
Step 2: Calculate Your Lead Conversion Rate.
Lead conversion rate is the ratio between the number of conversions and total leads.
Of all your leads, how many become paying appliance repair customers?
Step 3: Determine How Many Leads You’ll Need to Yield 50 Conversions.
Assuming an optimistic conversion rate of 10%, the calculation will be:
So, that’s 500 leads a month to gross $5,000 in monthly revenue.
You can also calculate how many leads you’d need to reach other milestones. For instance, you can set your sights on profit figures, clientele growth, and marketing ROI.
However, you must make accurate calculations. To do that, you need to deeply understand your lead generation performance.
Free Appliance Repair Leads: What You Should Know
As the name suggests, free or organic leads don’t cost a thing. That’s right. You can get high-quality appliance repair leads without spending a dime. But there’s a catch.
A lead is basically anyone who shows the slightest interest in appliance repair. And you don’t have to pay anyone to be interested in your brand. “Interest” in this case can mean a couple of things, such as:
- Visiting your appliance repair website
- Subscribing to your blog/newsletter
- Following your company on social media
- Contacting your business
- Sharing contact information with your company
- Reading your company’s online content
You can source free leads from your social media channels, email lists, referrals, and web forms. Past appliance repair customers are also potential free leads for repeat business.
So, what’s the catch?
Well, doing anything “organically” in marketing takes extra time and effort. Free lead generation relies on organic marketing techniques such as:
- Cold calling
- Word-of-mouth marketing
- Email marketing
- Local SEO
- Content marketing (blog articles, social media posts, and YouTube videos)
- Local marketing (participating in local events, handing out pamphlets, branded signage, etc.)
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Besides being free, the beauty of free lead generation is that it’s a sustainable approach to gathering high-quality leads. The only downside is that organic leads are relatively hard to come by and require careful and lengthy nurturing to convert.
The Pros and Cons of Buying Appliance Repair Leads
Let’s look at paid appliance repair leads. What does “buying leads” mean, how much do leads cost, and what are the pros and cons of buying appliance repair leads?
How to Buy Leads for Your Appliance Repair Business
One way you can buy leads is by devising a paid appliance repair marketing campaign optimized for lead generation. This option involves investing in paid marketing techniques such as:
- Paid search engine marketing
- Google’s Local Service Ads
- Promoted social media posts
- Local ads (print media, billboards, paid signage, TV/radio broadcasts, etc.)
- Paid networking
However, using paid advertising as a means of lead generation lacks accountability. Tracking lead generation performance and success through paid marketing can be difficult.
The other and more effective way of buying leads is through pay-per-lead (PPL) campaigns.
PPL is a type of affiliate marketing program where you pay a lead generation company on a per-lead basis. It’s a pretty straightforward arrangement.
The affiliate marketer gathers and qualifies leads on your behalf. They then rank and price each lead based on their likelihood to buy your appliance repair services.
Lead generation companies employ various tactics to source and analyze leads. Some have access to millions of lead records, while others use intelligent tools to collect relevant contacts.
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How Much Does an Appliance Repair Lead Cost?
It’s difficult to say. Pricing for an appliance repair lead can vary widely. It depends on many factors, namely:
The seller’s pricing model.
Most PPL companies charge between $20 and $100 per lead. Others charge a flat monthly subscription fee instead.
The lead’s quality.
Higher quality leads cost more. Quality is determined by the lead’s potential value and likelihood to convert.
Difficulty in sourcing the lead.
A lead’s price partly depends on how it was captured or where it came from.
Generating each lead costs the PPL company some money. Naturally, that cost is passed down to the buyer.
But as the saying goes, you get what you pay for.
The important thing is to look at lead generation as a business investment. Like any good investment, consider the lead’s ROI rather than its price tag. If the lead’s value justifies the cost, it’s a good deal.
Even more importantly, weigh the pros and cons before buying leads for your appliance repair business.
The Pros of Paid Leads
- You get exclusive appliance repair leads.
- You can easily control your lead generation volume.
- PPL companies generate convertible high-quality leads.
- It’s easy to calculate your lead generation ROI.
- Lead generation becomes more consistent.
- The leads come in right away.
The Cons of Paid Leads
- Some lead companies generate a lot of low-quality leads.
- It’s sometimes difficult to verify the quality of bought leads.
- You have little to no control over the lead generation strategies.
- Buying leads can get expensive, especially for small appliance repair companies.
- You are at the mercy of the lead generation company you choose.
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6 Tips for Getting More Appliance Repair Leads Now
Granted, lead generation is one of the biggest challenges in marketing. But the truth is, there’s nothing complicated about generating leads when using the proper techniques. To that end, here are the top six proven strategies for generating more appliance repair leads:
1. Leverage Your Email List.
Email marketing is the most common source of leads. Nearly 80% of companies use email strategies to generate leads.
Why is emailing so popular?
Well, first of all, emailing is highly effective at generating leads. Second, email lead generation campaigns have impressive ROIs. And third, email allows for deeply personalized messaging, ideal for lead nurturing.
To harness the power of emails, you need to gather the email addresses of potential appliance repair customers. You can do so in the following ways:
- Add a pop-up form on your website. Request visitors to share their email contacts.
- Ask people to sign up for your company’s newsletter, blog, or news blast using their emails.
- Capture customer emails. Use business documents such as invoices, service quotations, and job orders.
- Include email share or signup buttons on your social media pages.
Once you’ve gathered enough email addresses, segment the list into distinct groups.
A segment can be identified in any number of ways. Choose a group of contacts from the same source. Group those with shared interests or in the same position in the customer journey.
Once you’ve divided them, email each segment targeted messages. Targeting will make it easier to qualify and nurture them.
2. Turn Your Appliance Repair Website into a Lead Magnet.
Do you have an appliance repair business website? You should if you’re serious about generating leads and marketing.
Among other things, a commercial website is an excellent source of high-quality leads. Here’s a look at some of the ways you can optimize your site for appliance repair lead generation:
Optimize your site for local search.
Ensure your site’s metadata, URL, and web content reflect what your business does. Where it’s based should always be clear. That’s the only way to get relevant web traffic in the first place.
Implement live chat.
Live chat is an effective tool to capture contact details. Statistics show that 42% of customers prefer to share their contact information via live chat.
Place strategic calls-to-action (CTAs).
Call your website traffic to action. Use persuasive CTAs cleverly placed in heavily trafficked pages and exit-intent pop-ups.
Publish testimonials and reviews.
Most customers (up to 90%) like to read online reviews and testimonials before engaging with a business. Displaying social proof creates lead-friendly credibility and trust.
Offer downloadable content.
Have visitors sign up for downloadable materials. How-to guides and appliance user manuals might be informative options.
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3. Start a Referral Program.
A referral program is another great source of appliance repair leads. It’s word-of-mouth marketing. Customers recommend your services directly to others.
Referral-based lead generation relies on satisfied customers. People spread the word about a good experience.
This is by far the most effective method of marketing. Word-of-mouth drives a whopping $6 trillion of annual consumer spending. That accounts for 13% of consumer sales every year.
The idea of a referral program is simple. Encourage referrals by incentivizing existing customers to recommend your appliance repair services business. For instance, you can offer rewards such as discounts to any customer that brings in a new referral.
You can also band together with other local businesses to form a referral network. Businesses within the network can exchange referrals either at a fee or freely.
4. Get on Social Media.
With nearly 5 billion users worldwide, social media is a lead generation powerhouse.
Start your social media lead generation by creating business profiles on all the leading social media platforms. We’re talking Facebook, LinkedIn, Twitter, Instagram, Nextdoor, and TikTok. Then try the following strategies to grow and nurture your following:
- Post interesting and engaging content (videos, guides, clips, etc.) related to appliance repair.
- Sponsor or promote your posts to reach more audiences.
- Use targeted ads to spread brand awareness and attract leads.
- Draw traffic from other sources to your social media channels.
- Offer appliance repair service discounts to new followers.
- Share customer stories, testimonials, and reviews on social media.
- Consider using a local influencer to grow your social media following.
5. Reach Out to Past Appliance Repair Customers
People who’ve bought your appliance repair services before also count as potential leads. They may be more likely to buy again than you think.
Statistics show that you stand a 60-70% chance of selling to an existing customer.
Comparatively, new prospects only have a 5-20% probability of buying. This makes total sense. People who’ve interacted with your business in the past know it’s credible and trustworthy.
It’s time you revisited your appliance repair history to rekindle old leads.
Determine which of your past appliance repair customers most likely need your services. Then, reach out via email, social media, phone calls, or snail mail.
Personalization is the keyword when contacting previous customers. Echo back to your earlier interaction while subtly hinting at cross-selling opportunities. An email to reconnect with an old client might go something like this:
This is Jane from ACME Appliance Repairs. It’s been a while since we last serviced your kitchen and laundry appliances. I just wanted to check in. And also to let you know that we’re now offering a 20% discount on all appliance repair and service calls.
We welcome you back to the ACME family with great savings.”
6. Track Everything.
You want to generate more leads for your appliance repair service business. So, you need to know how well your lead generation efforts are doing.
In other words, track your lead generation performance. Do so by measuring the following key performance indicators (KPIs):
- Total number of leads generated—The total number of leads generated from each channel
- Cost per lead—The average cost of each lead
- Lead conversion rate—The percentage of leads that convert into appliance repair jobs
- Lead quality—Each lead’s likelihood of buying your appliance repair services
- Lead engagement—How particular leads respond to emails, social media posts, blog articles, etc.
- Total lead value—How much each lead is worth in terms of earning potential
- Customer acquisition cost—The cost of sourcing a lead and converting it into a paying appliance repair customer
- Customer lifetime value—How much a customer is worth to your company based on sales, repeat business, and referrals
- Lead generation ROI—Calculated by dividing the profit earned from lead generation by the total cost
Tracking these KPIs shows where your lead generation campaign is headed. The numbers also tell you what’s working, the areas needing improvement, and whether your efforts are justified.
Gauging lead generation performance has never been easier, thanks to digital tools. Now, you can track your lead generation campaigns in real time using your smartphone.
Some appliance repair business software solutions even have customer management systems. The right software can help you follow up on leads.