Hardwood Floors April/May 2024

Facebook advertising is not a one-size-fits-all solution, and understanding the cost per lead in your industry and location is essential for creating a budget that aligns with your goals.

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Marketing (Continued)

SET A REALISTIC BUDGET Facebook advertising is not a one-size-fits-all solution, and understanding the 4 5

MASTER THE ART OF APPOINTMENT SETTING

While many flooring contractors are accustomed to referral-based leads, Facebook-generated leads may require a different approach to appointment setting. These leads often are colder, meaning potential clients may not have prior knowledge of your business. A solid appointment-setting process starts with a couple of important principles. First, speed matters. The faster you can call your leads, the better. Second, always book a meeting from a meeting. Do not count on them “calling you back” at their convenience. Get it booked in the calendar. Finally, remember to follow up with your leads. Do not give up after dialing just once or twice. People are busy and forget. Invest time and resources into developing scripts, training sessions, and role-playing scenarios to ensure you or your appointment setter is well-prepared to handle inquiries and turn them into successful appointments. Mastering Facebook advertising could be a game changer for your business. So many flooring contractors don’t have a real sales or marketing system in their business that’s predictable. By implementing these five tips, you’ll be well on your way to getting more leads than you know what to do with. Matt Thibeau is the CEO of Savant Marketing Agency. If you’d like to contact Thibeau to request a free strategy call, visit savantmarketingagency.com or follow him on Facebook at facebook.com/matt.thibeau.

cost per lead in your industry and location is essential for creating a budget that aligns with your goals. As of now, our benchmark for flooring contractors typically ranges from $20 to $60 per lead. This can vary based on the competitiveness of your local market. To set a realistic budget, define your sales goals and understand your conversion rates. Remember that your conversion rate on Facebook will be much lower than leads sourced from referrals. Clients typically book about 50 to 60 percent of Facebook leads to estimates. Then, about 25 to 40 percent of those estimates will turn into a closed job (depending on their sales performance). Regularly monitor your ad performance and be prepared to adjust your budget based on the results. A well-optimized budget ensures that your ad campaigns consistently provide enough leads for you to profit from your campaign.

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