This Podcast Is Episode Number 0325, And It Will Be About Construction Company Marketing - Leads, Customers, And Clients It takes work to make the phone ring. It takes even more work to increase the sales ticket. Customers are looking for a contractor to do a little work. If you offer three options, do you find customers usually choose the middle option?    When trying someone new, they may go with a "Low Risk" by prepaying for services on a "Deal" on a contractor lead generation service. The deal allows them to set a "budget." It allows them to try you out before mentioning any additional details. Have you ever heard anything like this from a prospect: "Hello Contractor, I had nothing better to do this week, so I filled out your form and called you on the phone to ask you come to my house and while I act your tour guide because I am thinking of having some work done."? Not likely.   Most homeowners have a real need before asking for a stranger to come to their home. They are looking for any "Affinity" that makes you a safe choice. This is why people are on the Social Media sites looking for "A Friend" or "A Friend of a Friend" anything to get a primary connection; an opinion from someone else before inviting you into their home.   What They Are Thinking - "Contractor, You Are Here Because I Need The Following":   Type 1 Project - Immediate:  Work That Must Be Done   Type 2 Project - Soon:  Work I Should Have Done   Type 3 Project - Future:  Work I Want To Have Done   You are there looking for an opportunity to meet the right stable customer who is looking to become a good solid client. You know you have a client instead of a customer when they ask you about a Type 2 or Type 3 items on their list. Don't be afraid to bring out the estimate, change order form, or invoice. In most cases, they want you to write up the order, and if you do not get the paperwork started early, they often think you are rejecting them.   One of your greatest fears is wasting money on a less than good lead:    I have heard contractors think that on more substantial projects homeowners are "Just Getting Free Ideas" for someday when looking for a massive remodel, new deck or patio when the SCOPE of the project keeps expanding and the budget is shrinking. As a general rule, those are the exception. Consider charging a design fee.   They may or may not have any real desire for services. Sometimes a person is committed to collecting three bids when they already have someone picked out to do the work. They may be looking for a "temporary friend" to do them a favor or in some cases by the time you have completed the form they have changed their mind and no longer want service. This is often the case when one spouse or partner wants the work done, and the other one doesn't.   Do-It-Yourself Leads:    Anytime someone who fills out any website form you simply look at the information with a positive attitude. You are trying to understand does this person have a real need? Do they have a "Compelling Reason" a must-have or is it merely a whim, spur of the moment window shopping?   Your best course of action could be to begin thinking and planning about how you can adjust the schedule to fit their project in place — mentally gearing up on how you can provide the best possible service to that client. That means "A Client" not just "A Customer"; someone who is in the top 20% of the 80/20 Rule.   Marketing Service Leads:   Many Marketing Services assist in fine-tuning, changing, or updating your existing website to increase your search engine optimization (SEO) for more leads on your website. These marketing companies may have a web-based or desktop module for estimating, scheduling, or project management software that links to your existing website. Some software will connect to QuickBooks for Contractors; however, in most cases, they do more harm than good....