How To Turn a Local Kitchen Renovations Business
Into a Client-Getting Machine
Imagine waking up tomorrow morning and seeing two… three… maybe even four new Kitchen Renovation jobs in your inbox. You check your voicemail and there are another two messages asking for quotes. The next day is the same. And the day after that…
This is only a dream for most Kitchen Business owners who struggle to generate new clients. However, reading this article, you will see how it has become a reality for a growing number of savvy owners.
When it comes to business, we don’t like fairytales and “Fake News” so all the strategies below are based on huge, high-quality studies from thousands of Google Ads accounts. You can find links to these studies at the bottom of the report.
This article will show you what it takes to compete — and dominate — as a small local kitchen company in 2019.
Below is the exact process we use with our clients. Use it to grow your business as large as you want.
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Remember:
If you don’t have time to implement all of this yourself and just want us to take care of growing your business for you, then
book a 1-on-1 strategy session with me here.
1: The huge opportunity for growth in 2019
Most big kitchen companies and franchises are spread too thin…
Because of the way they are set up and a complete lack of online marketing experts focussed on the home improvement industry, they are forced roll-out ineffective, cookie-cutter marketing campaigns across their entire region. This leaves huge gaps for smart local business owners to exploit. Unfortunately, most kitchen business owners are not particularly experienced with online marketing strategies, don’t have an in-house marketing team and can’t find an advertising agency willing to give their company a great amount of care and attention, the playing field in most areas is wide open.
The first owner to put serious effort into their online advertising has a huge first-mover advantage!
For example, one kitchen company we worked with decreased their cost per lead by 90% within the first month, using our strategies.
I’ll reveal what these strategies are in just a moment… In the rest of this article, I’ll show you how you can use simple strategies to generate as many leads and clients as you want for your renovations business.
2: How to dominate your local market
The secret is to attack the market one service at a time.
You see, most businesses try to promote every service they offer from day one. They end up spreading their marketing budget too thin, and their resources too wide, and they don’t make progress anywhere.
Intelligent kitchen renovation business owners understand the key is to focus all your energy on one area of service and dominate that area. Then, when your competitors in this market can no longer compete with your marketing engine, you move on to the next service, using the same marketing system!
Soon you are an unstoppable force in your local area.
Look at the image below:
On the left is what most businesses do.
They send traffic to their website, and people either request a quote or they leave. For the majority of Google ads campaigns, 95%+ of visitors leave without enquiring and never come back.
On the right is the system we implement for our clients.
We send traffic to a very specific page on our website designed to generate leads for an irresistible offer based on EXACTLY what the person is searching for. This step alone is very powerful and can have a dramatic influence on your marketing results. We then immediately present them with our best offer and get them to request a quote or book an appointment right away.
The best 10% of campaigns get at least 4 times as many enquiries as the worst 75%
But we don’t stop there…
If they don’t take us up on our original offer, we use a number of different “return agents” to provide valuable content and present alternative offers until they eventually become a client. This is one of the secret weapons that allow us to bring back the 98% of prospects you could have lost. We then feed this information back into our traffic systems to find more people who are just like your ideal clients and improve your advertising’s targeting even further!
While your competition is still blindly throwing away tons of money showing their ads to completely the wrong people, sending awful quality visitors to their website and having to just hope for the best, you sit back and relax knowing YOUR system is bringing you more and more clients on autopilot.
Now let’s talk about how to get people to your website in the first place.
3: No More Tyre Kickers – Get renovation leads who are ready to book now
“Oh we don’t need any help with our Google Ads, we have a great guy doing it for us.”
I’ve lost count how many times a business owner has told me they don’t need expert help with their Google ads and proudly proclaimed that they are already spending a ton of money on it..
All I can think is… if you only knew, imagine how much better things could be!
Google Ads is GREAT, probably the best marketing system ever created, and any serious business owner should do everything they can to maximise their campaigns. But, unfortunately, for those that don’t have the knowledge, it usually becomes a black hole for your money to disappear into.
Google Ads is a mature system now and the days where inexperienced advertisers could get away with doing it themselves or having a friend help them are long gone. This is the quickest way to lose an arm and a leg and get nothing in return.
So what to do if you want to grow your business faster without going bankrupt?
Google Ads provides THE best flow of traffic and YOU control the tap.
Want more clients? Turn on the tap and watch the leads and clients pour in. Need to slow down a bit? No problem, just turn the tap down to a manageable level.
We’ve tried them all and Google Ads is still the most predictable, profitable, and controllable tap we’ve found. However, when it comes to Google Ads, Quality is the ultimate king. If your campaign quality isn’t well managed, it won’t be leads and clients pouring in, it will be your monthly marketing budget flushed down the toilet.
Take a look at the following ads, both came up during a search for “kitchen remodelling service”:
vs
On average 76% of Google Ads spend is wasted, and this is even worse on poorly set up accounts.
What a sad, unnecessary waste of money!
Compare to the second ad…
The headline matches with the search query almost exactly. There is an immediate benefit: “Get Your Kitchen Designed Free!”.
Although it could be improved even further, it shows a much deeper understanding of what the prospect wants, an experienced trustworthy provider of turnkey kitchen remodelling services.
Next, it makes use of various Google Adwords Extensions to display unique features and detailed links to different sections on their site. This could be further expanded to include opening times, phone numbers, promotions etc…All of which takes up much more of the viewer’s screen and attracts more attention to the ad.
We’re only scratching the surface of what’s going on here, but as you can see there are massive differences between using Google Ads effectively and just trying it out.
Remember: just because you have tried a marketing strategy does not mean you’ve done it effectively.
4: How to get 10 times more leads than the competition for the same cost.
According to the two massive studies conducted between 2016 and 2018 on over 16 000 Google AdWords campaigns, the conversion rate for the bottom half of Google ads accounts is under 2%
In other words, 2 out of every 100 people who click on an ad become a lead. The other 98 disappear forever.
Keep in mind these are averages, there are many people doing worse than this.
But what if you do things better than average?
What if, instead of sending people to the homepage of your website, you send them to a specific landing page designed for the exact service the prospect was looking for…
This is another big part of the secret that allows us to boost conversion rates by at least 50% with the very first tests!
Picture this…
Your competitor is spending R30 000 per month on AdWords which gets them around 3000 clicks to their website.
But their campaign is using bad keywords, they aren’t tracking their performance and they are sending traffic straight to their homepage, so on average they only get 60 leads for their R30 000. (This is the reality for the bottom 50% of advertisers)
Now, imagine you are spending that same R30 000 per month and you’re getting the same 3000 clicks. However, you’re a savvy businessman and instead of sending people directly to your homepage you send them to a special landing page. Your campaign only shows ads to selected, highly interested Google searchers. Your campaign now converts at a whopping 20%. (The reality for the top 10% of Google ads accounts that use conversion tracking).
You now get 600 leads per month!
For your competitor to get the same number of leads they would have to spend R300 000 per month. This gives you a HUGE competitive advantage.
But it doesn’t stop there…
5: How to get renovation jobs from people who say “no”
What we’ve talked about so far are the basics, and frankly, you can go a very, very long way by just getting this stuff right.
If, however, you want to step up and really put things in high gear then this is where it gets good. What I’m going to reveal to you now is what the top 1% of home improvement marketers do.
Getting 10 times more leads than your competition is AWESOME, but even if your landing pages are converting at 20%, that still means 80% of people who visit your website don’t book their kitchen renovation with you.
Luckily, there are strategies we can use to get those people to come back…
Using return agents:
Think about it, if someone searches Google for a kitchen remodelling company it means they are interested in a newly renovated kitchen. Just because they didn’t respond to your offer the first time, doesn’t mean they found a solution to their problem. They might have gotten distracted or gone off to do some research and forgot about you.
Most business owners pay for this click and never see the person again.
Armed with the information that they are interested in a beautiful new kitchen, and are busy deciding who must do the job, you know it is very important for you to stay top of their mind. This way, your company is the first one they think of when they finally decide to make the big investment.
We do this using what we call a “return agent”.
You see, Google gives you a little piece of code that allows you to “tag” people who visit different pages of your website. This lets you run ads to them over the next few weeks, usually at a much lower cost per click.
Of course, there is a right way and a wrong way to do this.
Get it wrong and you’ll be seen as an annoying pest, but get it right and you’re seen as a welcome reminder.
So how do you do it right?
The secret is to provide valuable information that helps the prospect solve their problem. For example, in the case of kitchen renovation services. You might write an article titled:
“The 5 Most Important Things You Need to Know Before Remodeling Your Kitchen that Could Save You Thousands”.
In it, you share useful information about how not to get ripped off and what sort of things you should look out for from the best kitchen companies. You post the article on your website and place links to your offer in and around the article. We run ads to the people who visited but have not yet bought from you. They click on the ad and get helpful information from you, and you have instantly become a trustworthy resource.
We might then run a second ad, to people who have read the article. It could provide a time-limited discount code or another special offer to encourage them to book an appointment for a quote this week. Because they have now interacted with your website a couple of times, and received valuable information from you, it exponentially increases the likelihood of them hiring you!
Of course, ads are only one part of the passive return agent system. If you find a good way to generate email leads from your website visitors, you can also follow up with valuable information via email.
Here’s how to do it…
6: Optimise your website to generate leads
Most home improvement business websites use a Yes / No system. People visit the website and either become a client (Yes) or leave (No).
We use a Yes / No / Maybe system with our clients.
You see, we want to generate as many leads from the people who visit our website as possible because we know they are interested in our home improvement service, and while they might be a “No” today, they could become a “Yes” tomorrow.
So we allow them to say “Maybe”.
How do we do this?
In exchange for the prospects email address, we give them something valuable for free such as reports, discount coupons and other special offers.
There are three primary places we do this:
1. The offer bar
This is a small bar that runs across the top of your website. It’s usually on every page of your website and is a simple way to get your offer in front of every person who visits.
2. The sidebar
This is a larger call to action box placed next to every article on your website or blog. It turns every piece of content you post into a mini lead-generation machine.
3. the exit pop
When someone is about to leave your website we use a little piece of code to pop up a last chance offer. We already know they are leaving so we can hit them with our absolute best offer before they go to the competition. This alone can give you a boost of up to 11% in the number of leads you generate.
Here’s an example of a good one: 
Most websites popup an offer like this as soon as someone visits the site, but this is annoying because the prospect is trying to read your website. Not only that, you end up giving up margin (via discounting) you might not have needed to.
We’ve found it works best to strategically popup offers like this only when you know the prospect is about to leave your website.
7: Replicate this system for each cleaning service you offer
If you’ve implemented everything we’ve talked about so far you’re going to be dominating your local area. You’re generating qualified leads every single day.
People are requesting quotes and scheduling appointments all day long. Business is Good.
The next step is simple:
Take this system and replicate it for each service you offer!
At this stage, you’ll probably need to bring on more staff to handle all the work. If you only do residential you might think about adding commercial clients. You’ll have the systems in place to get any type of client you want.
8: How to become a national Kitchen Renovations giant
At some point you’re going to tap out your local area. You’ll be getting all the business you can possibly get and frankly, most people are happy at this point. Your earnings are at the seven (maybe even eight) figure mark. You’ve got a long list of happy, loyal clients. You could turn off your marketing machine and sit pretty on referrals and repeat business for months…
If, however, you’ve set your sights on becoming a national new and renovated kitchens company, there are other options.
You could take this system and replicate it in another area. Generate leads for other kitchen companies and get paid for every lead you deliver or you could start building your empire by buying cleaning companies in other areas. There is no shortage of competition in all home improvement industries, and many owners are more than willing to sell. (Often at bargain basement prices.) Especially those who don’t know how to implement the kind of client-getting systems you’ve just learned about. You could rinse and repeat this system across the entire country.
No matter what you decide to do, you’ll have the freedom to choose.
We’ve covered a lot of ground in this article. Yet we’ve only scratched the surface.
There is so much more I would to share with you.
Let me grow your business for you:
Would you like me to implement this system for your business?
Avoid the steep learning curve, frustration and late nights. We’ll take care of the keywords, ads, landing pages, lead generation offers, return agents, and all the testing and tracking that makes it work.
All you have to do is go to https://synergydigitalmarketing.co.za/apply/
We’ll jump on the phone (or Skype) and I’ll walk you through everything. I’ll take a look at what you’re doing now and give lots of valuable tips and advice on how to get better results. If you like what you hear and we are a good fit, then we might decide to work together. Either way, you’ll get a lot of value from our time.
So, when you’re ready to schedule your strategy session just click here.
I look forward to speaking with you soon!
Best Regards
Johan Louw