Lead generation is the most important part of any business.
No leads = no customers = no business.
To get customers on a regular basis, you need a reliable lead generation playbook.
Many franchise owners wing it or rely too heavily on digital marketing
The best strategy is to create a 3-headed monster
Paid
Facebook/Instagram ads, Google Pay-per-click, Google LSA, lead aggregators like Angi, Thumbtack, etc.
It’s tempting to throw more money at digital marketing, but it’s like a drug.
“For just $1,000 more per month, I should be able to buy another X leads, and if just 1 converts…”
Unfortunately, paid leads usually have the lowest close rate since we’re often the 2nd or 3rd estimate and there’s zero trust since they don’t know us.
If a marketing lead costs $200, and we only close 20% (1 out of 5) then our cost per sale is $1,000 (5 x $200).
With an average ticket of $5,000 that’s 20% marketing cost.
Hard to make any money after COGS, labor, royalties, and everything else.
Your solutions are:
1/ Lower your cost per lead with better ad strategy, copy, landing pages, & platforms
2/ Increase your close rate by spending more time with the customer to build trust PLUS having a solid follow-up process
3/ Increase your average ticket by looking for add-on opportunities
Organic
Someone visits your website directly, finds you on Google Maps, or discovers you through social media.
These are the best leads, as they are free and should have a high close rate, since the person is likely to have read through reviews before filling out the form.
How do we get more organic leads?
Google My Business optimization by getting consistent 5-star reviews, ideally with photos
Post high-quality SEO content on your website using local keywords like “house painting in [your city].”
Word-of-mouth from happy customers who tell their friends & neighbors.
Posting engaging content consistently on social media.
( ☝️ We’re putting a lot of focus here. More on this in a future email. )
Like growing an organic vegetable garden, it takes time to produce results.
Self Generated
This is where the magic happens.
A solid self-gen strategy can generate high-quality, consistent leads, like this:
It’s significantly cheaper than paid and should have a higher close rate, giving you great ROI.
The problem?
It takes literal legwork, and most people are lazy.
They’d rather sit in front of a computer or do busy work instead of hitting the streets.
What are the most effective self-generated lead strategies?
Tuesday’s Cash Flow Club email dives into 15 self-gen strategies.
I guarantee that nailing just one or two of these strategies will add $20,000+ to your bottom line.
Plus an AI prompt to generate endless creative ideas customized for your specific business and market.
The Cash Flow Club is where I pull back the curtain on my 8-figure portfolio.
Every week, you get tactical insights on hiring, compensation plans, marketing, growth strategies & more that I’m implementing across my businesses.
It’s $29/month to join. Cancel anytime you’ve made enough money
Cheers!
Brian
