Dismissed by some as a myth and others as a marketing gimmick, the truth is that free construction sales leads are obtainable. A contractor doesn’t necessarily have to pay enormous sums to online lead generation services, and he doesn’t have to drop hundreds of dollars on mailers or cheesy newspaper ads. The reality is that no-cost leads are there for the taking, but the contractor-entrepreneur must first understand the concept of reciprocity.
Reciprocal marketing is nothing new, in all honesty. Its roots can be traced to the earliest days of trade and commerce. For example, a spear merchant of ancient times might have teamed with a shield merchant in order to leverage each other’s exposure. Each would send the other free leads with the understanding that neither would venture into the other’s niche.
The same concept can be applied today. For example, a landscaping contractor could form an arrangement to exchange free job leads with a house painting contractor. They would become “ambassadors” for each other’s businesses, so to speak. Homeowners put more weight in the recommendation that one contractor might have for another because they assume that tradesmen are “in the know” about who is talented and who is a hack. Thus, these leads are highly qualified and typically easy to convert into paying jobs. They can be particularly handy for the person who is just starting a home improvement business and needs to conserve cash flow.
Some contractors have taken this dynamic and expanded on it by creating massive, city-wide contractor referral networks. Typically these groups are free to join but are restricted to only the most skilled and personable people and business owners, thus ensuring the enduring power and weight of each recommendation. Though these free referral “webs” can be incredibly useful in delivering no cost leads, they must be strictly monitored to prevent cheating by any of the partners. Each man or woman would have to be disciplined about only recommending members of the group, and not outsiders.
If a contractor can grasp and utilize the concept of reciprocity then he can increase his business exposure by leaps and bounds. Even better, he gains this exposure at virtually no cost to himself. These free construction sales leads are easy to get, but one must be willing to network with others and create as many relationships as possible with other local service providers.
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