What Makes a Good Lead for a Trades Business?

Getting an enquiry doesn't automatically mean you've got a new customer.

A lead is an opportunity to speak to someone who may need your service. What makes that opportunity valuable depends on how relevant the enquiry is to your business and what happens after it comes in.

At Leads Everyday, our focus is on generating enquiries for the services our clients actually want, within the areas they want to work. But even a highly relevant lead still needs to be contacted, qualified and converted.

What Is a Good Lead?

A good lead is generally someone who:

• Is looking for a service you provide
• Is located within your chosen service area
• Has submitted genuine contact information
• Has shown an active interest in having work completed
• Matches the type of customer your campaign is designed to attract

For example, if you're a roofing company targeting roof replacements within Manchester and a homeowner in Manchester enquires about replacing their roof, that's a relevant opportunity.

It doesn't mean they are guaranteed to book. It means you have the opportunity to win their business.

A Good Lead Doesn't Have to Be Ready to Buy Immediately

One of the biggest misconceptions around lead generation is that every customer should be ready to book the moment they enquire.

In reality, customers may:

• Be comparing several companies
• Want to understand how much the work will cost
• Need time to make a decision
• Be planning work for several weeks' time
• Need to speak to another decision-maker
• Miss your first phone call

None of these automatically make the enquiry a bad lead.

For higher-value work such as roofing, extensions, landscaping or driveways, customers are naturally more likely to research their options before making a decision.

What Can Make a Lead a Poor Fit?

There is a difference between a customer who needs following up and an enquiry that simply isn't suitable for your business.

Examples could include:

• The customer is outside your service area
• They're requesting a service you don't provide
• The contact information is incorrect
• The enquiry has been submitted accidentally
• The job doesn't match the services being targeted

This is why accurate campaign targeting matters. The better we understand your business, the more accurately your campaign can be structured around the work you actually want.

Lead Quality Isn't the Same as a Guaranteed Job

Even a highly relevant enquiry still requires a sales process.

Once the lead arrives, you need to:

• Make contact
• Understand what the customer needs
• Build trust
• Arrange a quotation where appropriate
• Follow up
• Give them a reason to choose your business

Lead generation creates the opportunity. Your business still needs to convert it.

Stop Judging Leads on One Phone Call

If you've called once and the customer hasn't answered, you don't yet know whether it's a good or bad opportunity.

They could simply be working, driving or unable to answer.

Rather than immediately writing the lead off, try:

• Calling again later
• Sending a text message
• Following up the next day

You may find that some of the customers who initially appear difficult to reach eventually become valuable jobs.

Ready to Generate More Relevant Enquiries?

At Leads Everyday, we create lead generation campaigns around your services, target locations and business goals.

The aim isn't simply to generate the biggest possible lead number. It's to create opportunities that give your business the chance to win more work.

More Leads. More Customers. More Profit.

Call 0333 0 424 424 to find out how Leads Everyday could help grow your business.