Online Lead Gen: How to Win & How to Lose

In my last post, I shared how Sears has natural advantages over local home improvement companies when it comes to online lead generation.  Sears has national buying power — online advertisers just love that because they work with a single client that can buy out their entire inventory of online leads and advertising.

Smaller home improvement companies can’t make national buys. That puts them at a significant disadvantage over the big national players.

So, how do the local guys fight back? The answer is for them to look to the brands and manufacturers of the products they sell.