Phil Risher, former director of business development at an air-duct-cleaning company, walks through a lead-generation funnel that generated $2M in ROI. The two channels that work: B2B referral partnerships with HVAC contractors and property managers, and local online visibility through Google Local Service Ads and SEO. Concrete tactics include a contractor referral page, an on-site estimate calculator, and incentives for partner technicians.
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In this video, we're going to discuss how to generate leads for your duckling business. My name is Phil Risher. I actually used to be the director of business development at one of the largest air duct cleaning companies in the country. A $3 million duck cleaning company helped them grow to $5 million. And in this video, I'm going to share with you the actual strategies that they used to scale their business. How we help other duck cleaning companies, million dollar, multimillion dollar duckling companies, grow their business, not fluff strategies. So let's get right into it. This is the actual funnel that we use. And I know in duct cleaning, you know, retargeting every four or five years, maybe they're going to come back into your funnel and do duct cleaning. So we're going to really focus on visibility and conversions. And I'm going to give you some real strategies that would work. And they're not, they're out of the box ideas that you probably have never thought of before. So the first one here, invisibility that we're going to look at is business to business relationships. B2B relationships are probably the number one way to generate quick leads and also scale a business. So that business that I mentioned before, the $3 million duckling, $2 million of their business when I first started was in this section right here, B2B relationships. So what they would do and what I would recommend to you is go find business partners that would refer you business. So these are H Vac contractors that don't do duct cleaning. These are restoration contractors and property management companies or big like apartment buildings that need to get the ducts clean when they get turned over or need their ducts cleaned, you know, 100 at a time or something. Big property management companies that have multiple locations. So what they would do and what I would recommend is go to H Vac contractors and say, hey, y' all don't do duct cleaning. And everyone asks you about duct cleaning. And you can even incentivize your technicians to sell duct cleaning without actually having to do the duct cleaning so your techs can make more money, you can retain that customer. So that way they don't go and find another company that does duct cleaning while also making some money here and there, but keeping your technicians happy. The other thing is when someone calls in to your office and, and says, hey, do you all do duct cleaning? And you say, no, guess what? You're losing out on a contract customer. You're losing out on an opportunity to generate that service contract that H Vac work by saying no. So this allows you to say yes and then utilize our company. So by building these relationships, then they're going to send you all their leads. They're going to incentivize their technicians to go out, sell duct cleaning, send you the leads. Then you could have a form on your website that they fill out. They send the leads in, you call them and schedule them. Or, or you could even have them go as far as having their customer service representative schedule with you to get people on the calendar. It's a great way. It's a home run. And by doing this, even if you're just starting out, great way to grow your business and start getting leads in the door very, very quickly. All right, so the second thing is, and you know, we could talk about setting up your Google business profile, getting reviews, you know, the same old stuff. Which I would recommend doing a search in your area for air duct cleaning and wherever you live at and go through and just check out your competition. So like, these are called Google local service ads. We made content about this before, but you could set these up. But if you're just trying to generate leads, you can see here, you got to have actual reviews. If you don't have enough reviews, you're not going to be shown here. So if you only have 10 reviews, 20 reviews, it's worthless. So do the search in your area and see what you got. Google local service ads are great if you have enough reviews because it's a pay per lead model. This right here is your Google search ads, which this is a black box. A lot of times I don't tell people, set these up because, and we're going to talk about this in a second, if your website's not optimized to convert into leads, you're just going to be throwing money at the wind and hopefully seeing what sticks. And a lot of times it doesn't stick, it doesn't work. The next one here is your Google business profile and the local map pack. So this is very important based off of where you're located. So if you're located in Frederick or in your specific city, then you're going to be shown here. If you're not, you're not going to be shown here. So let's say that you're focusing on Dallas, Texas, but you're 30 miles outside of Dallas. You're never going to be shown here because you don't have a location in Dallas. So this section and then your website, actual rankings are down here. This is called on site SEO. Initialize for that we made videos. But all this stuff I would say is important. But you can watch other videos that we made about this. So that's why I want to give you some more tactical, real like generate leads today type of advice. All these things you kind of got set up and get going. The other thing that I would recommend is on your website and you probably know this, if someone calls you, they want to know how much does it cost and when can you do it? Those are the two main things. So if you can answer those two main things on your website, then you can get more leads from your website and also drive traffic to your website. One example of this, let's say, let's say you're out on the truck or the csrs don't answer the phone. In your voicemail say hey, if you're looking for an estimate, go to our website and I'm going to show you why. Go to our website. You can get a free estimate. You can also schedule online if you do online scheduling, if not, it's okay, send them to their website to get a free estimate. What you do is you create a form that looks like this and you say give us your name, your phone number, email and then type of service. If you do residential duct cleaning, dryer, vent cleaning, you can select that here. Now people do pricing differently but for this company and most companies I would imagine they're going to say the square feet of your home or type of home, whether it's like townhome, single family home, condo, then they're going to say how many systems do you have? Like two systems. If someone tells you they have a two system single family home, you can usually give them a ballpark price. So what you want to do is create this and you could use a tool like Jotform or even if you, even if you have something that's very simple that says like you know, for duct cleaning it costs this, for dryer van cleaning it costs this job form is a tool where you can build kind of like that decision tree. We build these customs, we turn them into text messages, that kind of stuff. But what this allows you to do, and hey, maybe you don't even give them a full on estimate, it just allows you to turn into a lead. But when someone clicks this button, they should get some type of an estimate or something from you. An email, a call, a text that says hey thanks so much for filling this out. And estimate price is X, Y and Z. This in and of itself having an estimate calculator on your Website will generate. What we've seen is usually double the number of leads. The reason that I say double is because most people want to know how much it can cost. When can you do it? So drive traffic to your site, have an estimate calculator right there. People can fill this out, turn into a lead right away. The second thing when it comes to conversion is having a chat widget right here. The reason chat widgets are so important is because people are going to say, hey, do you service this area? Do you, you know, do you go onto my roof? Do you do this? Do you clean the blower motor, whatever? And they want to ask a question. So having a chat widget is a great way to convert more leads. So in summary, for generating more leads, what I would recommend is set up an estimate calculator on your website and drive traffic to your website. You can do all this other stuff, you know, SEO and all that, and, and we have videos on that, like I said. But this converts more visitors on your website into leads. The other thing is do B2B relationships and set that up. One pro tip on this, if you develop relationships with B2B partners, you could create a web, a website page that was slash contractor and then put a form on there that they could submit referrals directly to you. That way you don't have to be on the phone. They, they send the referral through to you. You call them and schedule the appointment. It's pretty streamlined, which will help free you up so you're not stuck on the phone and they can send you the referral straight through. Cool. If you need help with this kind of stuff, that's what we do as a company. We help you build these automation funnels. We help you implement a professional marketing system in your business to help you grow. If not, it's all good. Hit like and subscribe. We'll see you in the next video.
