The Importance of Lead Nurturing

By Cayden Wemple. 

Leads are not in abundance like they were before the pandemic, and construction companies must resume their “lead nurturing” tactics from before.  

Throughout the unprecedented times of the pandemic, many construction companies were fortunate enough to generate an influx of leads. Now that everything is mostly back to normal that flood of leads is starting to dry up and it’s time to start lead nurturing again. On an episode of Roofing Road Trips, Ingage marketing director, Pam Torrey, sat down with host, Heidi J. Ellsworth, to discuss the importance of lead nurturing. 

Remember during Covid? Everyone wanted to tackle their home improvement projects and there was a complete influx of leads in 2020 and 2021. Those days are over though and for the most part it is back to business as usual.  

“If we go back and we think about the way we thought about leads in 2019, early 2020, we really thought about each lead as being precious,” Pam explained, “Each lead was something that we needed to treat with care because there weren't as many of them. We had to really scrap and fight for each lead that we got, and we had to treat them like they were gold. And I think that there is a shift back to that. We're no longer under the deluge of more jobs than we can handle.” 

Everyone needs to start getting back to the fundamentals of processing leads. Pam explained, “What I've been talking about with our customers and what I've been hearing from influencers and folks on the manufacturing side is that everyone's trying to get back to their fundamentals. They're trying to get back to  the fundamentals for lead gen and lead nurture.”  

Pam listed a checklist of what needs to be thought of with lead nurturing, “What systems do we have set up in our tech stack to make sure that when a lead comes into my website or a lead comes into a third party tool that I'm using or comes in through my manufacturer's website, that I'm getting to them quickly? What's in my tech stack that supports the way my team does business? Etc.” She continued, “Getting back to the fundamentals of figuring out who your ICP is, your ideal customer profile. From my perspective as a marketer, getting back to making sure your branding and your messaging is strong and consistent from lead acquisition all the way through the appointment.” 

Listen to the full conversation to hear more about lead nurturing.