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Local Lead Gen Strategy & Story

Discussion in 'Local SEO' started by enigmaghost, Dec 9, 2016.

  1. enigmaghost

    enigmaghost Registered Member

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    In a thread posted over a year ago, a user was trying to figure out how he could manage being the "middle-man" of the local lead generation scene, where you rank locally and sell the prospects to the local contractors. More specifically the questions was:

    "If I am branding my online entity as one name, and I get a lead, and then that lead meets with a company by another name, then what? Does this create distrust?"

    "Secondly, what if that same lead had then called the exact company that I have a contract with, then what? Does this forfeit the lead? Is the lead Null?"

    "How could you prevent a local contractor from getting the same lead as you are selling to them?"
    (Note: I do NOT have a solid answer yet! - Hoping we can brain storm this topic!)

    I have asked myself and my team the same question! A challenging one.
    Home owners are skeptical to begin with about who they hire for anything these days, and if they have no one to ask they will rely on the reviews, but not national reviews, they will only rely on LOCAL reviews.
    I also am having a hard time figuring out how to clearly define the grey area that we create when we become the middle man in all this.

    Branded =
    Your creation from top to bottom. This can be just one location or scaled out - BUT - Responsibility for both parties. You brand your online entity to a local business that looks real, and you find the contractors who are decent enough to work with locally to WORK IN PARTNERSHIP WITH "ONLINE ENTITY" - This should work for the majority of the prospects, and they will say "ok, I see." and as long as the contractor or contractor's agents can close sales, and then FOLLOW THROUGH you won't be thrown under the bus or bashed online.

    You can do what Home Advisor does and call the clients back to receive follow up reviews, or just get the reviews some other way. If the contractor is not closing the leads, they may tend to blaim you or the quality of the leads themselves. So if it were me, I would emulate Home Advisor a little with helping the contractors to dig in and find the problems with their sales funnel, sales process, or sales people (additional rates may apply, lol) - and it will help to actually have extensive knowledge in the niche or industry.

    This would seem very promising if it takes off. Beware that Directories like BBB require you to pay dues PER LOCATION, and that BBB heavily influences buyer decisions, it sucks, it's like extortion! If you receive a call from the BBB then you will need to keep an eye out because the listing will be created by them, and bad reviews can be posted without your knowledge or ability to dispute them. Then your sad ass will have to pay them to do anything about it, unless you can rip the site, which I have heard rumors of.

    My Lead Generation Discovery & Story

    To be honest, it does work. Before I started into IM and Local SEO I was actually a customer of a marketing company that did the following:
    • They Offered up a guarantee that I would receive leads at an estimated volume based on the KW research for that market
    • They Showed me the leads reports from a website of the same category in another state, it was impressive, hundreds of leads
    • And they Then asked for $1000 up front (nothing built yet) with the promise of full refund if not ranked and receiving leads within the 90 days as promised
    • The deal was that they would build a website in the target city, Brand it to appear as if it were a local company, and I would pay $1000 per month to have exclusive access to both email and phone leads
    • I took a plunge and paid them... I saw what they could do (as they provided me with a reference of another guy in another state benefiting from their strategy)
    • 3 months went by and I began to question their abilities (this was December of 2015) The site looked like shit, and they were advertising guarantees that we could not fulfill
    • At month 4 I got onto their asses, after all it was enough time and I paid already
    • At the same time I was marketing my own website that was 40 miles away from the one they were working on, and having absolutely no SEO or marketing experience I jumped in and watch some YouTube videos and began to play around with my own SEO, as you know if there are no leads for a contractor there may not be food on the table, so it was do or die.
    • Within 30 days I took my website from page 3 to Position #2 on page #1, WITHOUT ANY REVIEWS on ANY Citations or listings, purely On page and Social Signals, and just the typical Web 2.0s that any inexperienced contractor would have. Boom, it worked.
    • This was at month 5 so I rubbed it in their faces and they came up with excuses, I mean the update to Google, I will give them that, and their domain was new so I'm sure they had to hump it real hard out there. I know this now, I did not know this back then.
    • At month 6 we finally saw results from these guys, they set up tracking number and email forwarders and the leads began to pour in. For them, it was working like a charm. For us, it was a qualification nightmare, and many of the leads were too far outside of our service radius. We began to get burned out.
    • I strategized with them several times on how to take care of the excessive leads bleed-off. We thought about selling the leads ourselves to competitors in those areas, that never panned out, contractor to contractor is kind of cut throat and usually not trusted. We then said ok, split up the emails by zip codes, and we took our handful of zip codes and those were the leads we got, then negotiated a lower price per month.
    • They were selling leads to multiple companies without our knowledge or consent, we verified this through the sales qualification process with the clients. Bad juju.
    • Their entire website covered a major metropolitan area and the surrounding suburbs all showed organic ranking, one website NOT even a silo!
    • I was blown away, and I still am to this day and that is why I chose to emulate this model, and sticking with the same industry as I am also an expert in. Now days I do NOT want to build the projects, I just want to be the authority for them and sell the lead service.
    • This website now will brand the website with logos of the current company that it is under contract with, thus helping to alleviate the distrust of the consumer.
    Here is where I want to take my Local Lead Gen Business Model
    A service to the client construction service, that is branded nationally, built in a silo structure (.../Locations/State/City-Keyword).
    Almost like a franchise model, but not. I mean if I wanted to franchise out I could, I just don't want that much headache, this is still a beta idea for me.
    So we (theoretically) build a main brand entity that helps to market down to the local levels.
    Ideally we would treat each location as "independently Owned and Operated"
    PLEASE, I encourage commentary and ideas, we are here to collaborate, so in a nice and helpful way, please share your thoughts with each other!