Lead Generation

What is lead generation?

Lead generation is finding potential clients and getting them to raise their hand. For contractors that usually means a phone call, form fill, or text asking for an estimate on a real project.

You are not chasing vanity metrics. You want qualified jobs in your wheelhouse ($1k to $100k project work, not fifteen $80 tickets a day).

Where leads come from

Referrals. Still the best source for most trades. Past clients, suppliers, realtors, other subs.

Google and maps. Local SEO, reviews, and a clear website. See online presence.

Repeat clients. One homeowner, many jobs over the years. Easier close, less marketing spend.

Paid ads. Works when you track cost per booked job, not cost per click.

Door hangers / yard signs / truck wrap. Old school, still works in neighborhoods where you already have proof.

Networks. Chamber events, supplier counters, builder breakfasts. Slow burn, high trust.

Hot, warm, cold (plain English)

• Hot: Ready to hire, budget in mind, comparing two or three quotes this week.
• Warm: Interested, timing fuzzy, needs a follow-up and maybe education.
• Cold: Might need you someday. Fine for a newsletter, not for daily chase calls.

Spend your callback time on hot and warm first.

From lead to booked job

1. Respond fast (same day if you can).
2. Ask enough to know if it is a fit (scope, location, budget range, timeline).
3. Schedule a site visit or video walkthrough if the job warrants it.
4. Send a written estimate with scope of work.
5. Follow up once or twice, then move on. Stalk mode loses referrals.

Common mistakes

Buying shared lead lists. You pay to fight four other contractors on price.

No tracking. If you do not know which channel booked the last five jobs, you cannot double down.

Quoting before qualifying. Some leads are tire-kickers or wrong trade entirely. Filter early.

Slow estimates. Speed wins when quality is comparable.

Related reading

• Digital marketing
• Customer relationship management (CRM)