The Monopoly of Rising Click Costs

Advertising on the Google search page is an ever-changing game of Monopoly. Just like the classic board game, acquiring the best ad position requires budget management and strategy. You have to anticipate what properties will generate the most income.

When another player puts up a house or a hotel on their property, the cost of playing soars. You have to up your game. And right now, the competition is heating up in home improvement....

Continue Reading

Google Advertising in 2018: Go for the Gold

The worldwide gathering of death-defying humans, commonly known as the Winter Olympics, is almost over. And while the world watches the games in PyeongChang, Google is rolling out updates faster than a triple axel. Google’s 2018 games, it seems, have only begun.

Here are 3 recent Google developments that promise to make an impact in home improvement. Keep an eye on them now and you’ll have solid footing when the competition heats up....

Continue Reading

Home Improvement Web Design: Solving the Puzzle

Everyone has tried to solve a Rubik’s Cube. Whether you spent hours or minutes twisting the squares, it usually ended with tossing it aside in frustration. Many home improvement companies feel the same way about their website design. The truth is there is an easy way to solve the web design Rubik’s Cube – and it doesn’t take a genius to do it. All you have to do is ask someone who knows the trick.

So I sat down with Brian Kraff,...

Continue Reading

Do Speedy Callbacks Really Matter?

The radio contests are coming. In the next couple weeks, you’ll no doubt be hearing “Be caller 10 to win tickets to the Super Bowl!” over and over again. If you don’t dial right away, you can forget about winning. And if you don’t keep calling, you’ll never get through. The challenge is half timing and half determination.

Timing and determination means a lot when you respond to a prospect’s inquiry, too. It has long been a...

Continue Reading

Facebook Lead Ads: Sticky, Strong, Still Not Google

Duct tape: it’s strong, sticks to anything and there’s a roll in just about everyone’s home. There is even a joke that it holds the universe together. Facebook has a similar reputation – its strength is matched by its popularity. I mean, it literally holds billions of people together.

Just like duct tape, Facebook can do just about anything and still hold up. They’ve finally worked out the kinks with their lead ads, a lead...

Continue Reading

2018: The Year of the Dog, Google and HomeAdvisor?

2017 was the Year of the Rooster. I am talking about the Chinese zodiac here, not the chicken in New York that wins at tic-tac-toe. Those born in the Year of the Rooster are hardworking, brave and observant – some of the most important traits to have when creating a Google marketing strategy.

As this year comes to a close, the tech giant made an announcement that promises to bring big changes to lead generation. Google will now partner...

Continue Reading

Increase Sales in 2018 with New Marketing Trends

When homeowners have a heating and cooling emergency, they rarely jump on their computer to find a contractor. Instead, they search on their smartphone.

In his latest article for HVACR Business, Online Marketing Expert Todd Bairstow discusses the top 5 mobile trends to watch in 2018 and how you can better land smartphone-based leads.

Click on the link now to read the full...

Continue Reading

Turkey Redux:
How Prospect Surveying Closes Leads

If you’re like most home improvement companies, you probably have a list of leads that didn’t pan out. They’re the leftovers of lead generation – the post-Thanksgiving turkey that you don’t want to waste.

Turning lost prospects into sales – into turkey sandwiches, if you will – has always been a challenge. The old-fashioned way was to use your call center to follow up with those names. But that was time consuming, expensive...

Continue Reading

Face the Music:
3 Ways to Convert More Visitors into Leads

In 1966, Ginger Baker asked Eric Clapton to start a band. Joined by Jack Bruce, rock’s most influential trio, Cream, was born.

Whenever a home improvement company asks me for strategies to generate more leads from the online world – beyond the staples of SEO and paid search, I have three strategies that I share for even more online success:

On Lead Guitar: Special Offers

Many home improvement companies put little thought into...

Continue Reading

Mad Max Media Budgeting for 2018

Did you know Mad Max (the one with Mel Gibson) was made on a shoestring budget? Investors only gave the filmmakers $300,000, but it raked in almost $100,000,000 worldwide at the box office. For 20 years, it held the Guinness World Record for the most profitable movie investment of all time.

How did Mad Max do it? Simply, the film crew made the most of what they had to work with.

This is exactly what every home improvement company...

Continue Reading