Converting Painting Leads: 5 Mistakes to Avoid

Sep 20, 2021 | All, Blog, Home Services | 0 comments

One of the biggest struggles that people face as they are starting or ramping up their painting businesses is how to bring in clients. Most know that they need to put time and effort into marketing, but converting those leads into sales-ready appointments is an essential function that is often overlooked and done poorly.

In this blog, we’ll walk you through the different sales and marketing funnel stages and five reasons some painting businesses fail at lead conversion.

Before we dive into the actual reasons why your team is failing to convert more leads, we must give an overview of the sales funnel and its stages.

What Are Sales Funnels?

A sales funnel is a depiction of the journey that a customer will go through during the various stages of purchasing a product or service. The sales funnel starts wide at the top –  illustrating the stage where the widest net is cast to attract potential customers. Conversely, the smallest portion lies at the bottom, showcasing how unqualified prospects are weeded out as the customer is pushed along the buyer’s journey.

This sales funnel is typically broken into 5 different sections:

  • Awareness: 

How a consumer is made aware of your painting business. For example, this awareness can be through online content, paid advertising, and cold-calling.

  • Consideration: 

When it’s been determined that a lead is ready to purchase your painting service.

  • Preference: 

You’ve identified and qualified your potential painting customer, now you’re charged with educating your customers and positioning yourself as their preferred painting vendor to conduct business with. This is where having a gallery of previous painting job examples usually helps differentiate you from competitors.

  • Purchase: 

When the purchase of the painting job  is made and the contract is signed.

  • Loyalty/advocacy:

Continual measures are enacted to keep the converted customer coming back and referring your painting business to their family, friends, colleagues, etc. Making sure to follow up with a survey to gain more insight from your customers is essential to turning them into repeat buyers

Next, we’ll go over how within each of the five stages there are opportunities where you are losing out on leads and how you can remedy it.

Reason 1: Lack of Branded Content

One of the most glaring pitfalls for a company during the awareness stage is its lack of organic content generation. According to Hubspot, B2B marketers that use blogs get 67% more leads than those that do not. And you might think that just using paid advertising alone at this stage will suffice. However, according to a survey, 70-80% of respondents ignore paid advertisements  and choose to focus only on organic results.

Many painting companies are losing out on potential and valuable leads at this stage due to their resistance to produce organic content and creating their brand awareness. Positioning yourself as a thought leader in the painting industry and depicting new ideas in the field can give you a huge leg up! 

Reason 2: Failure to Gather Contact Info

Once someone is aware of your painting company, it’s important to make them consider you as a contractor that they want to do business with. 

The best thing to do is to get a potential customer’s email address, so you can keep a channel of communication open with them. How do you obtain a prospect’s email address? Here are a couple of ways we gather a potential painting customer’s contact info:

  • Landing page: a webpage that addresses a specific problem that you can help solve for your customer. Try offering a piece of compelling content (an ebook, a video series, a free webinar, etc.) or a discount in exchange for their email.
  • Call to Action (CTA): an invitation to complete an action such as subscribing to your newsletter. A recent case study by OptinMonster noted how a website increased opt-in conversions 100% after implementing powerful CTA’s.

Reason 3: Not Using the Right Communication Channels

Now that you’ve gotten their attention and you’ve made a connection with a prospect, what do you do to pivot yourself into the preferred vendor for their painting job? Your goal here is to now educate the potential customer and build trust that you can and will remedy their pains. You can do this using various communications tools.

  • Email: email has been around and used as a common means of communication for businesses for upwards of 30 years now. While it may lag behind other communication means in terms of open rate, it has remained a go-to tool for marketers and sales professionals for so long because it works. This channel is very effective for delivering to prospects educational materials that help position your organization as the leader in the painting market.
  • Autoresponders and SMS drip: It’s extremely advantageous for painting contractors to respond to a potential customer’s inquiry before the competition. Studies indicate that you are 3X more likely to convert on a lead when you’re the first to connect with them. Autoresponders and SMS drip campaigns allow you to contact the customer first, communicate in a medium preferred by them, and build trust through education. 

Reason 4:  Not Using Sales Incentives 

After you’ve positioned yourself as a thought leader in the painting industry, it’s time to put your money where your mouth is. It’s not enough to educate alone. Your organization will cease to exist if it doesn’t make any sales and you cannot make any sales without proper promotion of your products and services. Promotional campaigns and other special offers can draw a customer to purchase more frequently than not.

Reason 5:  Not Turning Customers into Advocates

A new customer is great. A returning customer is the best. After you have made it past the purchase stage of the sales funnel, what types of strategies can you employ to get that customer to come back again and again for their future painting needs? Furthermore, what tools can you use to get that customer to become an advocacy ambassador for your organization?

One of the simplest, yet most effective, ways of building loyalty is by simply letting the customer know your appreciation. A simple thank you email a week after the sale can go a long way.

Also, encourage the customer to purchase add-ons, more expensive items, or packages during and after the sale. 

Finally, referrals are one of the best tools to keep in your lead strategy arsenal. What types of referral promotions can you offer to the customer you just secured to bring in more business? Think of campaigns that offer a 5% discount for a customer when they refer a product or service to a friend (and that referral gets 5% off as well).

Using Verse for Your Sales Funnel Needs

Unfortunately, many organizations – yours included – are losing out on missed sales in every stage of the sales funnel process.

Fortunately, with the knowledge, you have learned here and with the implementation of a lead conversion platform like Verse, you will be able to solve many of your sales funnel needs. 

Verse.io is a next-generation lead conversion platform for engaging, qualifying, nurturing, and converting inbound leads into new clients for our painting customers. We serve as an extension of your team. Our AI technology and human concierges help businesses with processing new leads and re-engage old leads generated by your Marketing, book appointments with and make call transfers to your Sales, and make your company appear much bigger and more professional to your customers.

Interested in using Verse to cover the middle of your sales funnel?

Book a demo with one of our Lead Conversion experts today!