Window Lead System


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Window Lead System

  1. 1. Lead Management System Replacement Window Industry Market Analysis
  2. 2. Introduction <ul><li> has developed a lead management system that can provide you with more good customers. </li></ul><ul><li>Powered by our content-enriched websites </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>These informational websites create a connection that is supported from consumer initiation through customer evaluation. </li></ul>
  3. 3. Lead Management System <ul><li>With more than 1,000,000 leads generated per year, this a more efficient way of marketing as it puts you in control of where the leads end up. You select the distributors or dealers you want to give the leads to. </li></ul><ul><li>This system provides both you and your customers with opportunities. </li></ul>
  4. 4. Lead Management System <ul><li>There are many companies out there that manufacture windows. And you make a superb and innovative product. But your competitors also make pretty good products. </li></ul><ul><li>Our system puts you ahead of your competitor by giving you the chance to listen to your customers problems and provide solutions. </li></ul>
  5. 5. Lead Management System <ul><li>Delivering windows to a customer is easy but delivering leads to a customer is what makes a relationship. </li></ul><ul><li>It’s what counts. It promotes loyalty and referrals. </li></ul>
  6. 6. How it Works <ul><li>Homeowner Googles “replacement windows” and finds our websites that rank at the top of the list of major search engines. </li></ul><ul><li>Consumer enters site, starts researching and requests a quote. </li></ul><ul><li>This quote is sent to a registered contractor, possibly your competitor, who paid $45 for the lead. </li></ul>
  7. 7. How it Works <ul><li>As a result, the contractor has a replacement window lead in his hand. His return on investment is greater than any other direct marketing method. This is a “hot” lead because there is an identified consumer with a specific project in mind. </li></ul><ul><li>The consumer receives a phone call and a consultation is scheduled. </li></ul><ul><li>Our clients report 14%-33% of their leads turn into a sale. </li></ul>
  8. 8. Online Search Research <ul><li>The Kelsey Group reported that 27% of online searches conducted by U.S. consumers were aimed at finding local services. </li></ul><ul><li>ABC Leads received more than 1,000,000 requests for replacement window quotes last year. With the Internet being used more as an informational resource, we expect this number to increase. </li></ul>
  9. 9. Lead Management System Will Provide You With: <ul><li>Ownership of the websites -- the leads would be sent to you exclusively. You can pass them on to your distributors as part of a sales support package, or you could sell them and make a profit. </li></ul><ul><li>A lead inventory and tracking software that measures ROI. </li></ul><ul><li>A relationship with your customers in an industry where lead generation is becoming harder and harder and the costs are climbing at fast pace. </li></ul>
  10. 10. Section II Replacement Window Industry <ul><li>Strengthen your relationship with your distributors by offering sales support including lead generation </li></ul><ul><li>Research has shown that generating leads is the biggest challenge faced by dealers and distributors today and as a result manufacturers are stepping up and sprucing up their sales support programs. </li></ul>
  11. 11. Replacement Window Industry <ul><li>Due to the Federal Trade Commission’s National Do Not Call Registry and its impact on telemarketing, lead costs have increased dramatically over the past few years reaching an all time high of $219.77 last year. </li></ul><ul><li>Because of these high costs, dealers and distributors are having trouble generating leads on their own and are relying more and more on window manufacturers to find new lead sources. </li></ul>
  12. 12. Lead Generation Will Increase ROI <ul><li>Manufacturers, distributors and dealers all want to grow their businesses and increase profits. </li></ul><ul><li>One way to do that is to make lead management a strategic marketing priority that is planned and managed effectively. </li></ul><ul><li>The ability to respond quickly to leads, fulfill requests for information, channel the lead data to the appropriate sales or distribution outlet and follow the lead through resolution is facilitated by a lead management system. </li></ul>
  13. 13. Lead Management is Critical <ul><li>Unlike other industries that sell directly to an end user, the replacement window industry has many players, including manufacturers, distributors, dealers, contractors/builders, architects and home or building owners. </li></ul><ul><li>Managing leads in this environment can be challenging, but when handled well, it can have a dramatic impact on your business by reducing the cost of sales and increasing success rates. </li></ul>
  14. 14. Lead Generation Sources <ul><li>Referrals and repeat business is still the number one lead source in the industry but not every company can rely on word-of-mouth to increase sales. They need to invest in direct mail, print or broadcast advertising, telemarketing, trade shows and Internet marketing, for example. </li></ul><ul><li>Remodeling firms typically budget 2% of sales for marketing. Replacement companies can spend as much as 20%. </li></ul>
  15. 15. The Focus of Telemarketing is Changing <ul><li>Federal Do Not Call (DNC) in October 2003. </li></ul><ul><li>Less than 50% of replacement window companies are using telemarketing to generate leads today. Using telemarketing to enhance relations with existing customers. </li></ul><ul><li>Example: $35 million company used to spend $300-400,000 per office on telemarketing. Now spending $5,000 per month on pay-per-click. They close on 50% to 60% of the leads. </li></ul>
  16. 16. Direct Mail Programs <ul><li>Direct mail allows manufacturers to target specific customers—such as those who live in single-family homes worth over $200,000 and built before 1995. </li></ul><ul><li>Individual dealers may not have the resources to produce a brochure or television advertisement from scratch, but they can turn to manufacturers’ marketing coop programs to personalize an already-produced piece of literature or advertisement they can run on a local cable channel. </li></ul>
  17. 17. Direct Mail Programs <ul><li>Replacement 100 companies report that “direct mail is proving less effective because the market is becoming saturated with small companies mimicking the bigger players”. </li></ul><ul><li>Cost of lead: With a response rate of only 1%, the cost per lead is estimated at $100. </li></ul><ul><li>Marketers track response and back-end performance by key code to calculate their ROI on direct mail. </li></ul>
  18. 18. Trade Shows <ul><li>83% of companies in the replacement window industry exhibit at industry tradeshows as a source to generate leads. </li></ul><ul><li>The average exhibitor at the International Builder show received nearly 700 leads, but average is a very difficult number to use. </li></ul><ul><li>Some companies receive a very few number of leads, but receive such a high quality lead that if they converted three or four of their leads into sales, they would consider the Show a huge success. </li></ul>
  19. 19. Trade Shows <ul><li>Other companies receive thousands of leads and are very content if they convert 3-5% of those leads into sales or are happy with the huge branding that they can accomplish at the Show </li></ul><ul><li>International Builder Show = A company Averages $80,000 to get 700 leads. Cost per lead = $114.29 </li></ul><ul><li>Marketers set-up machines in their booths that scan forms with contact information and track the leads. </li></ul>
  20. 20. Section III The Future of Sales Leads <ul><li>Lead Generation is not a new form of gaining new business, but it now has a new approach. </li></ul><ul><li>Rather than sitting at a trade show table for hours on end, or manning a showroom in hopes that targeted consumers will complete a form, you can have leads generated and sent to you using the technology of the Internet. </li></ul>
  21. 21. Pay-per-Click Advertising <ul><li>Marketers pay on average from $0.36 per click to as high as $3.10 per click. </li></ul><ul><li>PPCA can cost tens of thousands of dollars a month for top position on search results page. </li></ul><ul><li>Marketing costs – industry average of 20% click rate on top-ranked “branded” bids and 100,000 monthly searches, branded clicks tally at 20,000 per month. Based on the previously stated CPC ranges, this could range from $7,200 to $62,000. </li></ul>
  22. 22. Company Websites & Internet Lead Providers <ul><li>51% of home improvement companies use Internet referral services as a lead source, and 95% get leads from a company website. </li></ul><ul><li>With the Internet, today’s homeowners are becoming more knowledgeable about replacement window products before they enter the purchasing phase. </li></ul><ul><li>To help dealers reach out to consumers, manufacturers must have an on-line presence that not only speaks to homeowners, but also serves as a lead generation tool for dealers. </li></ul>
  23. 23. Company Websites & Internet Lead Providers <ul><li>57% of Americans have access to the Internet at home, and ½ of those with access buy products on the Web. </li></ul><ul><li>Homeowners oftentimes base their opinion on a company’s website. </li></ul><ul><li>Consumers are going to the web instead of the yellow pages and Googling “replacement windows” when they want information or are looking for a contractor. </li></ul><ul><li>If your company doesn’t come up, they may not know you exist. </li></ul>
  24. 24. Does Your Company Website Generate Leads? <ul><li>Many companies have a website, but few sites are fulfilling their potential as lead generation machines. </li></ul>
  25. 25. Section IV ABC Leads Solution <ul><li>Websites such as ours are produced with one purpose only and that is to capture quality replacement window leads. </li></ul><ul><li>Research done by the Nielsen Norman Group says that users prefer to gather information before making a buying decision and are more apt to give out their name and contact information in supportive environments. </li></ul>
  26. 26. ABC Leads Solution <ul><li>In response to users needs, we design informational websites covering all aspects of replacement windows including discussion boards for users to get opinions on window manufacturers. </li></ul><ul><li>Encourage user to fill out free estimate form. </li></ul><ul><li>Visitors are comfortable providing that information. They know that a sales rep is going to call them and research says that they want to make sure they have enough information before requesting a quote. </li></ul>
  27. 27. ABC Leads Websites Rank on Search Engine Requests <ul><li>ABC Leads has top ranked product websites on all major search engines such as Yahoo, AOL, MSN, Alta Vista, Google, and more. </li></ul><ul><li>A study done by Cyveillance estimates that the Internet is growing at a fast-paced rate of 7 million pages per day so having it optimized properly is key to being found by your customers. </li></ul>
  28. 28. Benefits <ul><li>A consumer finds our informational sites and they are able to complete an online quote request form. </li></ul><ul><li>This form is submitted to you. You choose where you want these leads to go. To YOUR distributors. To YOUR local dealers. </li></ul>
  29. 29. Benefits <ul><li>This type of Lead generation is a win-win for both the homeowner and the manufacturer. A homeowner is able to request information from a company that offers replacement windows and the manufacturer or dealer is given the opportunity to pitch their product to someone who has given them permission.  </li></ul><ul><li>Conversion rates on leads that you receive have a higher conversion success rate than cold contacts because the prospect is pre-qualified, before you ever receive the lead.  </li></ul>
  30. 30. We Qualify Leads <ul><li>Lead qualification is imperative to any lead-management program. Our forms ask a few simple but targeted questions that can help you effectively segment your leads; rank them based on quality; and distribute them to your internal sales force, distributors and contractor/builders for follow-up. </li></ul><ul><li>We provide you with the highest on-line quality lead available -- Customer-initiated and segmented by real-time data. </li></ul>
  31. 31. Customer-initiated Leads <ul><li>By creating a logical and helpful user experience along a web path, online visitors are more likely to stay on the buying track. </li></ul><ul><li> websites: </li></ul><ul><ul><li>Entice one-click interaction </li></ul></ul><ul><ul><li>Provide a call-to-action </li></ul></ul><ul><ul><li>Channels visitors to online quote forms </li></ul></ul><ul><li>According to Research, customer-initiated leads produce the highest conversion rate of over 40% over customer triggered (20%) and intrusive leads (3%) </li></ul>
  32. 32. Tracking System Included <ul><li>The dealer that received the leads contacts the prospective buyer and then reports if they were successful in selling thus allowing you to measure your return on investment. </li></ul><ul><li>If by chance they didn’t convert the lead, you still have the contact information in your database. </li></ul><ul><li>Gathering information about how, when and why a lead did not result in a sale is every bit as critical as knowing about successful sales efforts. </li></ul>
  33. 33. The Direct Marketing Association Study <ul><li>When direct marketers were asked if they were using software that optimizes response or some measure of ROI </li></ul><ul><ul><li>1/3 of companies use software that optimizes response. ½ use systems developed on their own and a smaller portion have licensed or purchased such a system. </li></ul></ul><ul><li>When asked to rate their web site mgmt, tracking, reporting and testing capabilities </li></ul><ul><ul><li>fewer than 30% rated their capabilities as high. </li></ul></ul><ul><ul><li>½ plan to redo their sites in next 12 months. </li></ul></ul>
  34. 34. Section V Summary <ul><li>Who is in charge of your lead management program? A sales coordinator? </li></ul><ul><li>Even if your sales force is doing well on its own, it doesn’t mean it can afford to neglect potential customers or limit its understanding of sales efforts through analysis of sales outcomes. </li></ul><ul><li>Adding lead generation to your marketing plan is an easy way to increase your ROI and get more business on your books. </li></ul>
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