The Power of Effective Lead Nurture for Carpet Cleaners
Carpet cleaning businesses rely heavily on generating leads and converting them into paying customers. In today’s saturated market, it is crucial for carpet cleaners to differentiate themselves and build strong relationships with potential clients. This is where mastering lead nurture comes into play. In this article, we will delve into the strategies and best practices that can help carpet cleaners 5X their lead conversions. By implementing these techniques, carpet cleaners can effectively nurture leads and build a thriving business. Let’s get started!
1. The Importance of Timely Follow-ups: Sealing the Deal
When it comes to lead conversions, timing is everything. Research shows that 70% of sales are made after the initial call or message. Therefore, it is crucial for carpet cleaners to make the initial contact within minutes of receiving an inquiry during business hours. Promptness demonstrates professionalism and eagerness to serve potential clients, which can leave a lasting positive impression. By implementing a quick follow-up strategy, carpet cleaners can stand out from the competition and significantly increase their chances of converting leads into customers.
2. Capturing and Tracking Leads: Building a Solid Database
To effectively nurture leads, carpet cleaners must have a comprehensive system in place for capturing and tracking leads. This starts with acquiring contact information from all potential sources, including phone calls, lead generation websites, forms, chats, and chatbots. Each lead should be entered into a well-organized database, ensuring that no potential customer falls through the cracks. By centralizing and tracking leads, carpet cleaners can streamline their sales process and follow-up effectively.
2.1 Collecting Contact Information: The Building Blocks of Lead Nurture
To capture contact information, carpet cleaners should employ both automation and manual methods. Whether it’s asking for contact details during phone calls, utilizing lead generation forms on websites, or employing chatbots to gather customer information, every opportunity should be seized. By diligently collecting full names, email addresses, phone numbers (preferably cell numbers), business names, locations, and services needed, carpet cleaners can ensure they have all the necessary details to initiate efficient and personalized follow-ups.
2.2 Tracking Leads: Keeping the Pulse of Your Potential Customers
Once leads have been captured, it is essential to enter them into a tracking system or database. This allows carpet cleaners to keep track of every lead, their journey through the sales process, and the effectiveness of their nurturing efforts. By diligently logging all initial touchpoints, such as calls, emails, text messages, direct mail, and social messages, carpet cleaners can have a clear picture of their interactions with each potential customer. The ability to monitor and measure the success of lead nurture strategies is invaluable in refining and optimizing the conversion process.
3. Building a Communication Rhythm: Consistency is Key
Consistency plays a pivotal role in successful lead nurture. Carpet cleaners must establish a well-defined communication rhythm with leads to keep them engaged throughout their decision-making process. This involves utilizing various communication channels, such as emails, quotes, site visits, nurturing emails, and other touchpoints. By maintaining regular communication, carpet cleaners can provide valuable information, address concerns, and build trust with potential customers over time.
3.1 Automated and Manual Follow-ups: Balancing Efficiency and Personalization
While automation can significantly streamline lead nurture, it is essential to balance it with personalized touches. Carpet cleaners can leverage automation to send targeted nurturing emails, automated text messages, and even trigger phone calls if a lead does not respond within a specific timeframe.
However, it is crucial to remember that automation alone cannot replace the human touch. By supplementing automated efforts with personalized communication, such as occasional phone calls or customized emails, carpet cleaners can establish a genuine connection with their leads and boost their conversion rates.
3.2 Multichannel Follow-up: Reaching Leads Where They Are
In today’s interconnected world, utilizing a multichannel follow-up approach is key to capturing and retaining leads’ attention. Carpet cleaners should engage potential clients through various channels, such as text messages, emails, and social media messages. By diversifying communication platforms, carpet cleaners increase their chances of reaching leads and encouraging them to take the desired action. Harnessing the power of multiple touchpoints fosters brand recognition and enables carpet cleaners to stay top-of-mind throughout the lead nurture process.
4. Influencing and Persuading: Convincing Leads to Choose You
Lead nurture goes beyond mere communication; it involves influencing and persuading potential clients to choose your services. Carpet cleaners need to provide compelling reasons why they are the best choice and showcase their expertise through success stories and testimonials. By consistently delivering valuable content and addressing pain points, carpet cleaners can differentiate themselves from competitors and establish themselves as industry leaders. The art of persuasion is a powerful tool in turning leads into loyal customers.
5. Automation: Streamlining Lead Generation and Conversion
Automation is a game-changer when it comes to lead generation and conversion. By leveraging technology and implementing a comprehensive lead automation system, carpet cleaners can multiply their leads and significantly increase their revenue. The process begins with capturing leads from various sources, such as Google Ads, pay-per-click campaigns, and Facebook ads. Additionally, referral flow from carpet stores, interior designers, and real estate agents can be channeled into the lead nurture process. The use of automation ensures that leads are systematically nurtured and no opportunity slips through the cracks.
5.1 The Power of Carpet Cleaner Lead Pro: Revolutionizing Lead Automation
Developed by industry experts, Carpet Cleaner Lead Pro offers a cutting-edge automation system that revolutionizes lead generation and conversion for carpet cleaners. This comprehensive tool streamlines lead intake, ensures efficient referral flow, and provides automated reminders to the staff. By incorporating advanced technologies and constantly updating features, Carpet Cleaner Lead Pro empowers carpet cleaners to dominate digital marketing, maximize lead conversions, and grow their businesses exponentially.
Frequently Asked Questions (FAQs)
Q1. How can carpet cleaners effectively capture leads from multiple sources?
A1. Carpet cleaners can capture leads by utilizing lead generation forms on websites, employing chatbots, and capturing contact information during phone calls.
Q2. How can carpet cleaners nurture leads and influence their decision-making process?
A2. Carpet cleaners can nurture leads by consistently communicating through various channels, providing compelling reasons to choose their services, and sharing success stories and testimonials.
Q3. What role does automation play in lead generation and conversion for carpet cleaners?
A3. Automation streamlines lead generation by capturing leads from various sources and ensures systematic nurturing, resulting in increased revenue and business growth.
Q4. How can carpet cleaners effectively balance automation with personalized communication?
A4. While automation is essential for efficiency, carpet cleaners should supplement it with occasional personalized communication, such as phone calls or customized emails, to establish a genuine connection with leads.
Q5. How does Carpet Cleaner Lead Pro revolutionize lead automation?
Q6. What benefits can carpet cleaners expect from mastering lead nurture?
Conclusion: Harnessing the Power of Lead Nurture for Carpet Cleaners
In the competitive world of carpet cleaning, mastering lead nurture is essential for success. By promptly following up with potential clients, capturing and tracking leads, building a communication rhythm, influencing decision-making, and leveraging automation, carpet cleaners can 5X their lead conversions. Consistent and personalized communication, combined with strategic persuasion, sets carpet cleaners apart from their competitors and fosters long-lasting customer relationships. Additionally, embracing automation through tools like Carpet Cleaner Lead Pro can revolutionize lead generation and drive exponential business growth. By implementing these strategies and leveraging the power of lead nurture, carpet cleaners can unlock their full potential and thrive in the industry.
You will learn:
The Significance of Maintaining a Leads Database
Pursuing Warm Leads: Where 70% of Sales Opportunities Lie
Achieving Long-term Success through Persistent Follow-ups
Streamlining Lead Nurturing: A Guide to 90%+ Automation
Obviously with interest rates going up and all other costs going up, there’s pinches to the pocketbook and what that means for us. Service Business Owner I’ve been running service businesses for 30 years and been through a couple of downturns, recessions, slowdowns, things like that. And there’s a whole different mindset to building and marketing and growing your business during a period of time when and there may be just less people looking for your services because they have less discretionary income. Things to consider, what we’re going to be talking about, why that’s all important and why I mentioned all of that, is the importance of keeping a leads database. So not just getting leads coming in on the phone and stuff like that, but actually keeping a full database of this all about hot lead follow up.
So 70% of the sales are made beyond the initial call or the initial message. The initial call and message better be right away, better be within minutes of the inquiry, during business hours at least some people are using after hours services and all to make that happen. But you need to understand that 70% of all sales come after that first message, that first call and forever follow ups are where the success happens. And we need to show you how to automate all of this so it’s not so overwhelming. So quick recap. Who am I? So career in owning service businesses since my early 20s, actually since high school, but that’s a totally different story. So I’ve owned cleaning franchises, independent businesses, consulted in the industry, spoke at many industry conventions and things like that for years and years and years. And I’ve been bought and sold different businesses over the years and finally sold my last brick and mortar business with crews and teams and stuff like that in the middle of a pandemic and exited.
Because we’ve been running digital marketing and carpet cleaner Marketing Masters for years, helping service business owners and carpet cleaners and cleaning business owners figure out the Internet, which is where most of your customers have gone. So it’s not the only place to market, it’s definitely the larger part of your budget and the highest part of the mix nowadays. And we could talk a little bit about that as well. And I’m also the author of The Complete Guide to Internet Marketing for Carpet Cleaners. It’s actually a good book for anybody who runs a service business, but we titled it for carpet cleaners because we talk to a lot of carpet cleaners, and that’s available on Amazon as well. So, more importantly is the clients that we serve and the results that they get. So just a snippet of some of the clients that have been with us for many, many years, types of results they get more important to you is what we do. We help make our clients the top carpet cleaner, home service cleaner, like Janitorial cleaner, made service cleaning work with a lot of cleaning agencies and stuff like that.
Make you the top brand in your local marketplace. So you can attract the best clients, which are obviously less price resistant, possibly less recession resistant as well, or more recession resistant, are able to charge the top rates, free cleaning service, and you’re booked out weeks in advance. That is the ultimate goal for any business, is to be the top brand in your local marketplace, the one that has the most authority, the one that everybody knows. So how do we do this? Well, we leverage three core principles of digital marketing success. You want to maximize your opportunities to generate a lead. You want to maximize your brand impressions, and you want to maximize your conversions. So the opportunities are all the different places where people can find out about you, and you want to maximize those. You want to maximize your brand impressions.
As we talk about, which is everywhere that people hear about, you see you on video, on social media, offline online, back of buses, things like that, yard signs, lots of things we talk about, but that’s kind of what we’re talking about. What’s the number one mistake today we’re talking about is, what’s the number one mistake I see most service businesses make? It’s costing them thousands, tens of thousands, and literally millions of dollars over the course of their business, the years that they own it. And warning, it’s even more costly as the consumer market is slowing down. So what is that? Well, it’s something that if you get it right, it solves for not having enough leads. So this thing that we’re talking about actually solves for not having enough leads. It solves for low quality leads. So if your leads are coming in and they seem crappy, this is something that will help you solve for that as well. And it solves for lead costs that are high or the ROI is too high.
So that’s what we’re going to talk about is how this all solves and fits for see, because lead flow is often not the problem. What we hear from a lot of people is, oh, I just don’t get enough leads. I need more leads. Can you send me Facebook leads? Can you send me Google local service Ad leads, can you send me more leads? And the problem is often not leads. In fact, 99% of the time when we deal with when we talk to customers and people in the industry to help consult with them. It’s not leads. They have leads. There’s lots of places you can get leads from again.
Local service ads, Google ads, your website ranking, SEO content out there, directories and local forums and local groups online, stuff like that. Facebook ads, referral programs with your database, with people in your local marketplace that can refer you. All that kind of know, even just good branding trucks in the neighborhoods and stuff like that, and door hangers, all of that. There’s lots and lots and lots of places where carpet cleaners can get leads. Leads is typically not the problem. Are you actively targeting your database, your clients that have used you before every three, 6912 months? Are you going after them if it’s been more than two years and they haven’t booked with you yet, with amazing offers to bring them back in so that your competitors don’t steal them away? Lots and lots of things you can do, even just pick up the phone and call. Super low cost things you can do to generate leads. Leads is not the problem.
Our digital dominance method that we talk about all about how to structure your business, set up your brand, set up your guarantees and your risk reversal guarantees, and your marketing position and your authority, get more reviews, market out a message that is different than your competitors, why choose you over anybody else? Package yourself. All of that stuff that we talk about in our digital dominance method, all of that can generate lead for you from many angles. The whole idea is to have 30, 40 things generating you one, two, three leads and three jobs a month than it is to have one thing just trying to generate you 30, 40, 5100 jobs a month. So if you have 30, 40 things that are generating consistently two, three, four, or five jobs, maybe this one gets you ten jobs this month, and this one kind of stalls a little bit, but then the next month it’s slightly different. Those are referrals from carpet stores and interior designers and real estate agents and database marketing and on and on and on and on. All that stuff we showed you, if they’re all firing and they’re all working well, then you can maximize your opportunities online to get a lead. But the problem isn’t that. What is the number one mistake I see most businesses make? It’s really simple.
It’s not continuously following up with their qualified lead. So write that one down if you haven’t kind of thought this through. Well, it’s that whole continuous follow up concept, because if you’re not repeatedly following up the people that are interested so they pop their head up and they said, hey, I’m interested in carpet cleaning. And they didn’t book, or you didn’t get back to them, or you didn’t get back to them fast enough, or by the time you got back to them, there’s a delay, and next thing you know, they haven’t gotten back to you. 99% of the businesses that we see, that’s the end of the communication. That’s it. And that should never be the end of the communication. So what we’re talking about here is the difference between lead generation and lead nurture.
So what are we talking about here? Well, lead generation is just literally trying to generate a phone call, a form, fill a chat. That’s a lead generation activity. Lead nurturing is saying, hey, somebody raised their hand and said, you know what? I’m interested in carpet cleaning. They may have landed on your website. There’s ways to capture the information of people that land on your website and market in front of them, even if they didn’t fill out a form. So you can start bringing them into your funnel, offering them to join a club where they can get savings and coupons and things like that over time. Or a last minute club where if somebody has to exit out of your schedule, you’ve got a client for today or tomorrow or the next day, and they have to rebook their appointment. You can have a last minute club, a list of emails.
They may never have been a client of yours before, but you just send out first come, first serve, got this spot. And here there’s a bit of a savings because it’s part of our last minute club, things like that. There’s ways and you can nurture these leads over time to make them become a client. So it’s a lot like client database nurturing, which everybody should be doing, but most people don’t think of doing that to their leads. And the good thing is they’ve stood up, waved their hands, and said, you know what? I’m interested in the services that the service you provide. I may not have decided to choose your company yet or to go ahead with it, but I’m actually interested in your category. And that’s very important people to know, people that buy the services you provide, because not everybody does. So what is lead generation versus lead nurturing? Lead generation.
Lead generation refers to any online marketing process, such as the social media, pay per click websites, all that kind of stuff used to attract a potential customer. Lead generation focuses on finding new leads. That’s the key point. Lead nurturing is a process of actually building strong relationships with these individual potential customers. So they’re not customers yet over time and with the intent of turning them into loyal, paying customers. So lead nurturing therefore focuses on communicating with a person who has already shown an interest in your business but has not chosen to buy yet. So that’s a really key point. So why does lead nurturing matter at all? So your prospects might be just doing research.
They reached out to you and five other people, right? So he who nurtures best wins the lead may need to get sign off from their spouse. You may talk to them on the phone, but they say they have to check with somebody else in the family, things like that. If you’re not following up with them and influencing them and to make a decision to choose you over anybody else, telling them why you’re different, telling your little story of how you got into the industry, sharing some customer success stories, things like that. If you’re not doing that nurturing, you’re just a commodity like everybody else. And they might choose somebody else, other things that can grab their attention away from thinking of the services they’re looking to get done. So they might have called you, they’re interested. And then life happens, the dishwasher breaks down, something like that, whatever. And now they’re off in a different direction and they kind of forgot.
And you can bring that back to their attention if you’re following up with them for a couple of weeks or beyond. But if you’re not, they forgot. You forgot. They start all over again. They don’t find you this next time you’re out of the game. So those kinds of things, people are busy, they’re on the go, they’re unfamiliar with you. So think of that as well. They just don’t know.
They may have just taken a stab in the dark. Somebody might have referred them and it might have just been a, hey, I think these guys are pretty good and they’re unfamiliar with you, telling them about you, your story, your history, things like that. Can get them reminded wanting to do business with you. If they forget about you, you’re bringing it back into their awareness by giving that same marketing message, that same brand awareness, colors, logos, your face, things like that. They also say it takes seven touches to make an actual impression and they may try somebody else this time. Doesn’t mean they’re not a good candidate next time. So they may just choose somebody else for whatever random reason they chose. Doesn’t mean, oh, that’s it, I’ll never deal with those people again unless they find me next time.
No, they found you this time. Keep talking to them. So this is the process of basically what lead nurture looks like. You want to inform, educate, involve them, validate, convert them, keep them alive and go over and over and over and over again. And you just want to keep that cycle going until they become a customer. So you may have seen this before. This is sort of like in sales in general. The reason why they talk about why you need to contact people more and more and more.
It usually takes seven to 13 successful touches to turn a prospect into a customer. And that’s just a normal sales thing. So yeah, sometimes you get a phone call and people go, yes. What about all the other people that don’t say yes on that phone call? Go check your data, keep that stats how many people are you leaving behind? Because what you’ll find is that 50% of all your competitors, probably even more, give up after the initial contact. If they didn’t book the job, that might be you as well. There’s a chance there will never be a second contact. 65% of people give up after the second. And I would say in the service industry, this is just sales in general.
They say it’s by fourth contact is you 89%. This is your lowest hanging fruit because most other competitors have given up. I’d tell you that it’s normally by contact two. Most people don’t contact 34567 times, let alone finding a reason to contact continuously. And I’ll tell you about what we’re talking about, which is ongoing contact. Even if they don’t pick you right now, or they decide to pause and not go ahead with picking any service, there’s still ethical and welcoming and rewarding ways to stay in touch with them after that. So what we’re talking about is the ideal inbound lead management to five X five times your conversions. So if your typical website is converting 10% of the traffic that shows up, would you like that to be 50% of the traffic? If your Google ad is generating a certain level of conversions or your Facebook ads or a certain level of conversions, people are coming into the funnel, but they’re not booking jobs.
Would you like to take that up by five times more than that? So this is the type of stuff that causes that action to happen. So the first step we talked about maintain a lead database. So what does that mean? Is your active? That should be active. I’ll change the spelling. There’s a V missing. Is your active lead list ten times bigger than your customer list? Have you serviced in the last three years? 2000 customers? 1000, 5000? That’s great. Is your lead list ten times bigger than that? How many leads that you’re actually following and in touch with? Right, so that database needs to be huge. Are you capturing all the sources your leads are coming in from? Right, so are they coming in from your website? Are they coming in on chat? Are they coming in from? Facebook messenger? Are they coming in from Google, my business chat? There’s all kinds of channels that they’re coming in from.
Are you capturing from all sources and what is the information you’re capturing from those sources? And what defined lead nurture steps do you have in place? Do you at least have a one to two week sort of communication rhythm that’s going to happen every single time? Or do you just talk to them once and maybe remember a second time? So your lead list is every single source that a lead can come in. You need to be adding them to your list. There’s people that will call up, you can capture the phone number. There’s ways to do that automated, and there’s other ways to do that manually, where you’ve heard people say, hey, in case we get disconnected, what’s the best phone number to call you back on? Right? And then at the end of the call, hey, let me send over the information we just talked about in the estimate to your email. What’s the best email for that? And you could ask as well. You can always collect that information if you have a reason why you’re asking for it. So are you tracking all the leads from telephone calls like that? So if it’s just a not, you can have some automation, know caller ID, things like that, but you may also just want to ask those questions as well. Have that and enter that into a lead database.
What’s your name again? Great, thanks. Angela. What’s the last name? Angela Baker. Awesome. Angela baker. So, yeah, let’s have a conversation about the cleaning that you need done and just in case we get disconnected, what’s the best number to call you back on? Is it the one I see here on my phone? Awesome. Great. Nothing wrong with that.
That sounds natural. You’ve just had a script that collected information and added them to your database. The person taking the call should be typing that into a database as a lead website. Leads, are they filling out forms? Are they doing chats? Is that all being brought into one separate lead database somewhere? Not just an email to you saying, oh, this person is interested in some stuff or just a chat bot? Paid leads, Google Ads, pay per click, Facebook ads, where are they going and how are you collecting that information? Referrals when somebody refers their friends, are you collecting that to when they refer the friend, is it coming into a database? Are they replying back by email or form fill and that form is adding it to the database and starting that communication. And then inbound marketing, newsletter, letters, social media, emails, people messaging you, are you capturing that information somewhere and turning them into a lead in a database? Those are the things you need to be thinking about. What kind of information are you capturing? Do you got their full name, first and last full email address? Their best preferred email address, the phone number, preferably cell number, so you can text message them as well. More people are on their cell than they are on any other number phone number in their lives. What’s the business name? If it’s coming from a business or any sort of commercial intent, who is it and where are they calling from or messaging from? What area are they from, what city, what neighborhood, and what are the services they need? Are you capturing all of that information or as much of that as possible from every possible channel? And then how many initial touches? So what we’re talking about initial touches, we’re going to get into sort of like a long term follow up in a minute, but how many initial touches do you have and what forms are those? Calls, emails, text messages, direct mail, social message.
So for example, Lead comes in and again, this is Lead nurturing. Do you send an automated email and maybe a text message as well? Do you follow up with a phone call if you don’t hear back, if they don’t answer those messages within 24 hours, 48 hours, do you have a system in place that it triggers, oh, this person’s due for a phone call now. Do they give you a maybe yes or no, right? A yes, maybe or no? Do you send an email? Are you going to book maybe a quote or a site visit free bonus, something like that? And then are you sending more and nurturing emails, are you telling them more about other people that had services done like they’re interested in? So you can take a bit of away some of that fear that they may have as well. So thinking of things like that, then you want to strategically follow up with the hot leads. So hot leads are ones that are interested in your category, that have the means to pay and aren’t just tire kickers, right? So multichannel follow up. Just because they called you doesn’t mean you have to call them back. You want to make sure you text them, email them, maybe even message them on social media if they’re there, if they’re connected to you, if they’re a follower, something like that, you want to multitouch that follow up over one to two weeks. So if you send them an email, you can drop them a quick text or drop them a voicemail saying, hey, I just popped you an email, I want to make sure you got it.
It’s got some information that we talked about, right? You can have multiple touches to draw their attention to it so that at least you get a reply back, hey, give me a quick pop up reply back that you’re still looking to go ahead with this, things like that. You can check their social media and find something about them to relate to. So what I’m talking about there is if you know who it is, if they came in through a social media channel, they got referred to you by a friend, things like that, and you can find out about them and find out that they’re into softball. Again, not about being creepy or something like that, but if there’s a connection, say, hey, I noticed you’re connected to one of our clients and you’ve got a wedding coming up. I’m not sure if that’s why you contacted us about a cleaning, but we’d really love to help out something like that. There’s ways to do that in a very sort of non creepy sort of way, but you can connect with them on different platforms and things like that. Send them the mafia offer message. So basically what I talk about in this is there’s lots of trainings we have on an irresistible jaw dropping offer.
What is the offer that they just couldn’t possibly say no to whatever that is. And you can send that message at the end of a sequence. So maybe you’re willing to talk to them for two weeks and then you kind of let it go quiet for a week or two and say, you know what? I’ve been thinking about it. We’d really love to come in and service clean for your home. Here’s a great offer. We’ll come out and clean one room absolutely free. Say you’ve done a postal code search, you know the neighborhood they’re living in, they’re near other people that spend 3456 $800 on cleaning services. Why not send them an offer? We’ll come out and do one room free.
We really want to be your carpet cleaner. And you made an inquiry into us and interest into us, and we’d like to give you that back. Give me a call in the next 48 hours to let me know if you’d like to take advantage of this offer. It goes away in 48 hours. You could have a Mafia offer for one free cleaning that you can come out within the next two or three weeks to do the cleaning, but they have to let you know within 48 hours. And then if you still don’t get them, you put them into your forever follow up where you just drip on them with great before and after content and helpful information every month, once a month, maybe twice a month until they’re ready again. Maybe they went with somebody this time, but they weren’t as happy as they thought they’d be. Next time they need a cleaning, if you’re still in front of them, you know what? I should have tried those other guys and there they’re still in my inbox.
They’re still sending me messages. Yeah, let we try them. So think of that kind of stuff as well. So that’s the forever follow up I wanted to kind of pause and go a little bit deeper in on because this database needs to have that list of people that just never said yes, even after all of your efforts. And I want to kind of pause here and think, there’s a lot of people go, oh, gosh, we’re just going to annoy so many people. I hear this all the time, that if you’re just going to keep reaching out and reaching out and reaching out, people are just going to get annoyed with you. Two things. One, no, they’re not.
If it’s meaningful outreach and if it’s not just spam, it’s not just garbage. If it’s not just offer, offer, sale, sale, sale. If there’s other reasons that you’re giving them value, then they’re not going to. For one, and just because a small percentage, say 5% of the people that are on your lead list unsubscribe or tell you that they want to be unsubscribed, that means 95% didn’t. So you always want to make enough noise that a few of the squeaky wheels kind of tell you, you know what, that’s too much. That’s enough. Great, thanks. Because it means that the rest of them aren’t at that point.
So you don’t stop the whole thing. You don’t throw out the baby with the bathwater just because a few of them made that claim. So a stale lead is somebody who you’ve tried your routine, your one to two weeks of follow up. I usually suggest two weeks, and they just didn’t bite for whatever reason. You couldn’t get them on the phone. You got them on the phone, you couldn’t get in the home to do a quote. You tried the mafia offer and they just didn’t bite on that. So you put them into the long term nurture, and you just build like a series of messages that go out over time, testimonials stories, any good reviews you get, you put it in.
And some people just do it as a monthly newsletter. Hey, here’s some great before and afters on pet urine jobs we’ve done over the last month or so. And a little bit of a helpful tip if you ever have this problem. And here’s a bit of an offer if you’d like to give us a try or if you have any of these issues, or just give us a call and ask any questions, right? And then you can do a check in call every three to four months. Just pick up the phone and call, get an answering machine, leave a message. Hey, it’s Know Pam here over at ABC Carpet Cleaning, and you’re interested in our services a few months back. Just want to have a quick check in to see if there’s anything you’re looking to get done coming up and just let you know about our current promotions or whatever. Right.
Again, it doesn’t have to be discounts and deals and specials. That way promotions could be any minimum order and get a free armchair cleaned so you get your full price. You’re not discounting your price, but you’re willing to add an extra service on or something like that. There’s ways to do promotions that don’t discount your price. You want to send them a company newsletter. Print and mail is preferred. So one thing I’ve always done in our cleaning businesses is had a monthly mailed newsletter. We actually even have a service because we got writers to write it for us.
We’ve had a service for 15 years that carpet cleaners and other people are actually on where they get the template every month, add their information in within five months sorry, within five minutes, and mail it out to their database. We prefer mail email newsletters just don’t get looked at. You can have a quick email that says, hey, here’s a couple of things that are in the newsletter that I just popped in. The mail for you. Keep an eye out for it but email newsletters do not get read. When’s the last time you read the email newsletter from your insurance agent or your mortgage broker? You name it right? You don’t. But if it comes in the mailbox and it’s helpful information for around the home it’s Martha Stewart type information, reader’s Digest type information. People will hold on to that.
They’ll put it on the back of the toilet. We call it back of the toilet reading actually. So if it’s an A list clients or an A list lead, somebody who is actually really good to get in front of, add them to that list. Definitely make sure you’re mailing them and also mail them your seasonal promotions. Make sure they’re in your database to get any of that kind of stuff so that’s any contest going on, any charity events going on, make sure they know about it. Just keep them in your promotional database as well. And this is really good if you take lead and determine based on their zip code or postal code where they live and you can kind of know the neighborhood they’re in. You know if it’s the type of person you want to be chasing and you can chase some more vigorously than others just by adding, upgrading them, putting them in your lead database as an A list lead versus sort of like maybe an apartment person might be know kind of idea.
So maybe they still get the messages but they don’t get the mailings. There’s ways to do that and that gets us into how to do all of that is leveraging automation. So all of that sounds great. John. Oh my God. I can see how chasing people more than I ever have before following up with them, getting a reminder to give them a phone call just to check in, things like that. Dropping voice drops or voicemail that just ringless voicemail. There’s all kinds of things that you can do that you can automate that you never have to think about.
It just happens and the reminders just happen and the flow just happens. So how do you automate this entire lead nurture process? So lead are coming in, you’re talking to them and something is happening in the background to get them to come back to the phone and there’s a reminder to you hey, it’s been two weeks, all of these messages have gone out and it’s time to pick up the phone. Give them one final chance at a call. Here’s a script to say and then they’re going to be put into the forever follow up. So they’re going to kind of be abandoned because every attempt has been made right so that automation can happen without you having to do anything if it’s set up properly. So all the leads from all different sources need to go into one lead database. That’s the first step to make lead automation work. You need to put the leads into different pipelines based on the prospects, the interests and the intent.
So the pipelines could be based on type of services they’re looking for. It could be based on an offer they came in on from pay per click or Facebook ads or other places. There’s different reasons for the pipeline. It could be based on the fact they came to your website and went to the Pet You’re In Page and started chatting to you. That’s a different pipeline. That is a different conversation you need to be having with them because you know they came in with a different intent. Each pipeline should have its own workflow so that the automated emails, calls, SMS, anything like that, that’s going out in that is based on that specific pipeline that you’ve set up. You want to provide a consistent automated follow up until they book or bail is what I always say.
So that’s what we call hot lead follow up. That’s for the two to three weeks kind of idea. One week is bare minimum, but two to three weeks the Mafia offer, if you’re going to run it, is at sort of the end of the third week kind of idea. Book or bail means bail mean they didn’t get back to you, they just kind of went cold. They said, yeah, let me think about it. You keep messaging them, they don’t get back or whatever. At that point they’re considered a stale lead and you drop them into your forever follow up. So what does this look like? Well, lead automation looks like connecting the dots all different ways people came in from different landing pages and different ad sources and things like that.
Facebook and Google ads and organic and your website and on and on and on referral campaigns that are sent out and you name it and they come in from different sources. And then because of that they get into different message flows. They get text messages and emails and delays and times and all that kind of stuff. So the whole process drives them into either becoming a client, asking more questions or moving on into that forever follow up. That’s what it looks like. So there’s a bunch of different tools that can help you with that. There’s ways that you can sort of jing together a few tools as well, but there’s ways that you can sort of play with this. Sometimes within some of the customer relationship databases, the CRMs customer relationship management databases, your service Monsters service, Titan, House Call Pros can do a little bit of this.
But the sophistication of sort of multi channeling it can be a little bit more challenging. One solution is the one that we built because I’ve been in the industry for over 30 years, pieced together a bunch of this different stuff. Back in the day, literally I had a file drawer right beside our office admin. Our receptionist pull it out and there’d be all the months of the year at the front with folders in it like a folder for each month of the year and then a folder for day one to day 31. And it was all manual driven. When somebody came in they got added to a list, a card and put into that folder. And then if they got they got moved to the next day and then the next day, every card that’s in that next day folder, the secretary would come in, pull that out, and one of her jobs were to pick up the phone and call anybody that was in that because they were a message from the day before. Had they booked yet? Yes or no.
If no call them and then that card would be put four days back and that four day back one would be to send them a piece of mail back in the day before. Emails and all that kind of stuff. And then when emails you do emails and then maybe even a physical mail and it was just moved through a process and then they were put into the forever follow up which was just month by month by month there was a message and then they’re moved to the next month and it was just a manual process. So automation allowed us to build all of that out because our carpet cleaning companies and our made service companies and our janitorial companies grew like crazy because of this automation of automating our leads and our referral flow and stuff like that. So that became Carpet Cleaner Lead Pro which is something that we’ve invested a lot of time and money in over the last two to three years. And what it basically does is all of that automation and technology and every new piece of technology we keep adding in and coding in so that we can actually do this amazingly well. So that the lead automation just happens and the reminders to the staff just happens and the whole thing just flows. When a lead comes in from a source there’s a lot of automation.
I’m going to show you what that looks like. So we’re going to walk through. So one of the first things is smart forms. So smart forms mean that you can have forms on the website. These can even just be pop up chats to text and stuff like that. But as soon as they fill out a form, depending on their answers they can actually be given a survey. The form can actually enter it into the database. The person is interested, they have some questions and based on that your phone rings immediately and says hey, this person just dropped this form.
Here’s what they’re looking for information on. Press one now to connect with them and it rings them right away and they could be taken through a certain channel of communication while the phone rings, they answer it great. If they don’t a voicemail gets dropped. Hey, just try to get a hold of you. I know she just filled out something on our website. We’d really love to chat with you. Take a look. I’ve just sent you an email as well.
And yeah, we’d really love to connect. Get back to me as soon as you can. And then a text message drops as well. So you got a voicemail and then maybe five minutes later, text message, hey, you can get back to me by text right here as well. All of that’s automated, so smart forms allow that to start, that process to start. Smart connect is what I just talked about, where it drops a phone call or a voice connect, drops a text message, an email, and then based on how they respond back to that, it puts them into a different series of really, really simple because it just happens off the website, predominantly landing pages and websites. So you’d run a pay per click ad that should go to a landing page, not necessarily directly to the website. It should be about what the ad is on, but you go to the website when people land on that.
Because of Google my business rankings, your Google Maps rankings organic. There’s a form, and that’s a smart form. So as soon as they fill out the information, they can drop down what services they’re interested in. Hit submit. It automatically routes them internally and automatically rings your phone if it’s between business hours and your secretary can pick it up, press one and connect right to them. If they’re available to talk. Just because they filled out a form, chat to text. So it’s not a two way chat where they have to sit on your website and hope you get back to them and hope somebody’s there.
No, they send a message and instantly their phone goes ping. Great. And it just says, I’m going to get back to you here on your phone, so you don’t need to sit on our website. And as soon as I get a moment, I’ll get back to you. And that can happen anytime, day or night. If it’s at nighttime, as soon as the office is open, I will send you a message back. And they get an instant text message outside of regular hours and inside of regular hours saying, hey, I’m going to get back to you on your phone. No need to sit on the website.
And they can now move on with their life. They can go about their shopping, about their day, about whatever they’re doing, and not have to sit waiting, hoping somebody chats back to them on their website. So all kinds of automation can be built into a website. Every lead gets followed up within five minutes or less is the rule of the day. So all the leads are pulled from different sources into carpet cleaner, lead pro, every single possible source from SEO rankings to website to Google Ads, to Facebook Ads, to Google Local Service Ads, you name it. All of them end up as a lead inside carpet cleaner, lead pro. So do anybody in messenger. You don’t need to be popping into your Facebook to message them back.
It all comes into one source that can be put on your phone and on your desktop to message back and forth with. And Google Maps has a chat as well called Google Business Profile. It has a chat platform as well. And if you’ve got it turned on, you need to have the Google Business Profile app downloaded on your phone. Well, do you want to be answering all of those chats? Do you want somebody in your office answering those chats? Who’s supposed to be doing that? Well our tool is actually allowed to connect to that platform so they can all come into the tool. So you don’t need to have the Google’s app downloaded on your phone and it all is in one place because we’re now capturing who was that, what number did they come in on? What’s their information? We’re going to be capturing that information from them and starting a two way message back again. And on Google there’s where it is. If they’re on their cell phone and you’ve got it turned on and you’ve got the app downloaded, you can message.
But with our system we can automatically have that turned on and you don’t even need to be on your cell phone, you can be on the desktop. And then what do leads look like? What does the lead pipeline look like? Well, here’s an example. Facebook offer leads, Google Chat leads, facebook messenger leads all the way through on site quote leads, book jobs, people that did not book completed. All of these are different stages of a pipeline that people can move through. So it kind of looks like this as well. Any different source of leads that you’ve got coming in should have its own lead place and then what happened to those lead should have their own pipeline stage as well. If they didn’t book yet, then that’s a different set of follow ups. So if they came in from a Facebook offer, you got back to them, there’s a messaging going back and forth, you’re communicating with them and the conversation started but they didn’t book yet, then that should be a whole different series of messages.
And then the stale lead forever follow up. If they got a job quoted but they never booked the job yet, well that’s a different series of follow up. That’s a different pipeline or stage in the pipeline. So that’s what we build out for all of this. And then the smart message workflows means that, hey, just reply back with a yes or no, blah blah blah and that can take them down a whole different pathway of messages and things like that. There’s ways to build all of this kind of sentiment. If you sent them a message and you didn’t hear back from them at all from any channel, then after several days, hey, I didn’t hear back from you on this, it’s automatically being sent and it’s all smart messaging workflow. And then as soon as they get moved from one pipeline stage to the other, this message stops, the next message starts, the next campaign starts simply by moving them from one stage to the next.
And that’s a simple process of just saying, hey, I just got off the phone and talked to this person. Let me go into the back end of the system and move them over to they booked or they didn’t book yet or they booked a quote or whatever and it’s just communicate with the leads on either. Two way chat right within the tool, two way email right within the tool, pick up your phone and call them and then just mark them as what happened on that interaction and that will move them through the stages. And then all the campaigns include email, SMS, call reminders, ringless, voicemails to leave voicemails on their, their phone doesn’t even ring and boom, they’ve got a voicemail. I’m sure we’ve all seen that on our cell phones. All of a sudden ding. You got a voicemail going, I didn’t even hear my phone ring. Well, there’s a technology that allows that to happen.
We employ that technology as well. And then you want to messaging with that smart automation and tokenization to make it personal. So hey Sandy, how’s it going? Haven’t heard back from you about your pet. You’re an issue, right? Nobody has to remember that. That’s all tokenized, right? So you want to make sure that the messaging flow has captured that information and now you’re creating smart messages because you’ve got the good information and you can follow up based on their needs and you can ask questions and get surveys filled out and all of that kind of stuff. And all of that is really good automation. So that all becomes part of that hot lead follow up. So the hot lead follow up is that first couple of weeks, two weeks minimum, as I say, one barely two weeks is the minimum.
Our system does the two weeks and then the mafia offer if you want that put in place as well. And it’s multichannel. So some people might have, they might have emailed you but you might get a hold of them better by text message or picking up the phone and calling and having them call back in, things like that. You want to basically touch them over that period of time, have that automated mafia offer message and then if they still go stale, you put them into a forever follow up. And that forever follow up is just based on, again, client testimonials emails about your story, why you got into the industry in the first place, company awards that have happened, things like that. All of those things can be added to an ongoing forever follow up until they turn around. They reply back to this message or give us a call. Will they give a call and somebody goes, oh my gosh, pulling up in the lead database.
Oh yeah, that’s great. I noticed that you messaged us last May about something. It’s now September. You’re interested in going ahead with that? Great. Oh, I’m glad you’ve been following all of our emails and stories of happy clients. That’s awesome. Great. Let’s get you booked in.
Boom. They get moved from being a forever follow up lead. They get moved into becoming a booked job or a booked quote and that pulls them out of that forever follow up. They’re now into your customer database and they don’t need to be getting those messages and things like that. So there’s ways for all of that automation to happen super easy. So let’s recap on this. We’ve kind of covered a lot over the last 40, 45 minutes. But what we’ve covered is that you need to maintain a lead database.
I hopefully made that painfully obvious. You need to maintain a lead database. You need to strategically follow up with all of your hot lead multiple times across multiple channels. You need to be doing a little bit of that, staying in front of them because they just may not make that instant decision. The first day or second day. You might send a second follow up email, hey, I talked to you yesterday. What’s going on? And then that’s the end of your communication. Or you might do it for a while where you actually we communicate with a lot of people for quite a while, for a week or two or whatever afterwards.
And then six months later you’re not doing that anymore because it’s hard to do if you’re not getting through and you’re not getting a lot of messages. If it’s automated, you’re going to pick up all of the people that just forgot about you. All those reasons we talked about at the beginning that just they got busy and then they started all over again. Well, if you’re in front of them, they only start over with you. None of the other people are even in front of them anymore. So you’re creating that warmth and goodwill. The other thing that that warmth and goodwill really does is it takes you out of being price competitive. Because if they don’t know the difference between any one company to the other, then price is the most important thing.
As soon as they understand, hey, I want to work with you guys. You guys seem to know what you’re doing. You seem to get a lot of reviews and feedback, a lot of customer testimonials. I’ve been watching some of your before and after videos you’ve been sending me and your YouTube channel that you’ve been linking me to and blah, blah, blah. And I think you guys are amazing. I think your crew’s funny. Whatever. I want to use you guys.
That’s not about the price anymore, right? It should never be about price. Price is not the most important thing to most consumers. It’s actually way down the list. We’ve talked about this many, many times on past Master classes that price is not the highest concern, even though sometimes as business owners we feel like it is. But we can make price a distant concern or memory if we’re building nurturing that lead database and turning them to customers, and then nurturing our customers so our competitors don’t steal them away. So that’s what we’re talking about. And you want to automate everything so that it happens. It just has to happen consistently, every single time.
It can’t be something that sort of haphazardly happens. It’s got to be consistent and it’s got to be multichannel and it’s got to be based on their needs and what they’re asking about and it’s got to be personalized. And all of that can be done. And all of that we’ve built into a done for you solution called Carpet Cleaner Lead Pro. We’ve got one solution. You can learn about all the different automation levels and piece something together yourself. There’s different ways to play the game, but having that figured out is the most important part of it. Because if your average job is $300 and you can even just double the number of leads that say yes, you’re literally effectively doubling your business.
And if that’s 40, 50, 60 leads in a month and at $300.60 lead, that’s another $18,000 in the month. If you got $300 each lead, each lead becoming a job. So if you did double the number of bookings, again, if you’re a smaller business only does 5000 a month, you could take that from 10,000 5000 just by doing lead automation. There’s lots and lots and lots of upside potential and revenue in doing this properly. So how do you implement this in your business? One way you can do it again, as I said, you can go out and look around and find different tools to piece together, try and figure it out different ways to do that. Or you can take advantage of an offer that we make for a limited time on some of these Master classes and webinars where you can actually have a comprehensive marketing audit done for you. You meet with Rima that you met at the beginning, get some information, and then it sends off to our team, the same team that does all of the SEO research and pay per click work and all that for our clients because they have to figure out what needs to be done before they do it. They do deep dive, competitive analysis.
Well, we do all that for you and we do it for free for the people that qualify and get on this list. And then you end up with a 60 minutes marketing consultation with me. So I do charge 495 an hour for my consulting time, and I only have a few hours a month that I leave open for consulting. But for people on these webinars, if you’re looking to get sort of this lead automation figured out, if you want to say, here’s what I got, here’s what I do, here’s the marketing I have in place, how can I tie it all together better? What kind of things are you talking about? Our team can do all of that. Find out what your competitors are doing, find out what you’re doing and then pull all that together. And then you get on. And that, we’re offering that for free. That’s easily over $500 worth of consulting value or research value.
And you get all of that and we come on and you end up with we’re identifying the key issues that could be holding you back online, things that we’re noticed that you’re missing where you’re not even getting lead and not being seen by leads. Website ranking reports. Optimization. How can you get more people to convert on your website? We want to make sure that you’ve got maximum number of reviews not just on Google, but around the web, and that you’re dynamically syndicating those. So a Google review doesn’t just sit on Google, it actually gets shared across all of your platforms in multiple different ways. Things like that. You want to be seen as the obvious authority, the most reputable company, and the one that everybody’s talking about. You do that, you’ve got tons of lead flow coming in then, and that lead flow.
If you’ve got lead automation in place and lead nurture now you’re capturing most of that lead flow to become customers of yours. And that’s how the great companies grow amazingly big. So we’ve sort of a step by step blueprint for you. We’ve got the ability to have a conversation with you, do a bit of research first and then hop on a consulting call. So if you’re interested in that, you want to go to carpetcleanermarketingmasters.com schedule.