Case study · Home improvement · Illinois, US
A windows, doors and garage doors company now gets about 143 customers a month from its advertising, up from about 28, after adding $2,000 a month to its ad spend.
The company was spending $15,000 a month on advertising and getting enquiries, but nobody could say what a customer cost. Enquiries came in from web forms, phone calls and Facebook, and ended up in an inbox and a spreadsheet. Appointments sat in a diary, sales notes were on paper, and job details lived in people’s heads.
The office called people back when they had time. Just over half were ever reached, fewer than half of those booked an appointment, and almost half of appointments didn’t go ahead. One enquiry in 16 became a customer, so each customer cost about $540 in advertising.
Before
Four months in
Built under Development
I built the company a custom system, with one central database that everyone works from. Nothing depends on someone remembering to call back or pass on a note, and manual admin fell by 30%.
See every new enquiry the moment it arrives, with its source and history, and a call list that says who to contact next.
Gets an instant reply, then a set sequence of calls, texts and emails until the person books or says no. Booked appointments get confirmations and reminders.
Open each appointment on their phone with the customer’s details, the products they asked about and every previous conversation. They record outcomes and quotes on the spot.
Has a dashboard showing enquiries, appointments, sales and what each customer cost, by campaign, as it happens.
I rebuilt the campaigns around the enquiries that turned into jobs, and cut the searches and audiences that never produced a customer. I set up tracking so every sale could be traced back to the ad that produced it. The cost of each enquiry fell from $34 to $19.
The system follows up every enquiry until the person books or says no. 1 in 6 enquiries now become customers, up from 1 in 16.
The company moved $2,000 a month from admin cost into advertising, taking spend to $17,000. To keep up with the appointments, it took on more field agents.
Salespeople were also closing more, because they arrived knowing who they were meeting and what that person wanted, and the customer was expecting them. Closes rose from 30% to 40% of booked appointments.
“We used to lose track of enquiries and had no clear view of what was working. Now every lead gets followed up, our team has everything in one place, and we know exactly what it costs us to bring in a customer.”
The system in this case study was built under Development. Start a project →