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As busy season comes to a close, it’s important to make sure you and your team stay disciplined with your inbound leads. Up until this point, the home services industry has built itself upon the notion the more leads the better. That all leads are created equal. Unfortunately, we now know that isn’t the case.

As a leader within your home services company, its important you know what it costs to run a lead. I’m not talking about cost per lead, cost per click, or lead acquisition cost. I’m talking about the true cost of sending a sales man out to run an appointment.

As we said a second ago, not all leads are created the same. So, you need to stop treating them the same. As busy season comes to an end you need to be evaluating every lead that comes through your system and whether or not it makes business sense to run that appointment.

You need to implement a system that tells you ahead of time the likelihood of a lead turning into a sale. You will dig yourself a deeper hole during slow season, by hammering everything that comes through your CRM than you would if you sat back, scored those leads, and diligently and effectively chose which are worth your time and the time of your salesman.

Now most of you will rebut with the question, “What am I supposed to do with my salesman if they aren’t running leads all day?”. And to that I say, it’s more detrimental to your business and the psyche of your sales staff to send them out to run terrible appointments during a time of year that every dollar counts. Running every lead not only doesn’t make quantitative sense, it doesn’t make qualitative sense.

One of the most positive attributes of this industry is the show-don’t-tell-me-attitude. Which is why we sat down and analyzed all of the inbound leads of one of the largest remodelers in the country and how the run every lead mentality cost them quite a large chunk of change. Take a look for yourself and download the results below. I promise you will be amazed at what you see.

That is it for this week’s Spectrum Marketing minute, be sure to check out the abundance of other material on the Spectrum site and social channels around the web.

Thanks, and I’ll see you next week. As we said at the beginning not all leads are created the same. So why are you treating them the same?