Turning Revenue Emergencies Into Revenue Results in Home Service Businesses

Sometimes you’ll find yourself staring at an empty three-day call board. Remember those?

It’s a reminder that in our industry, staying ahead requires more than just offering quality services—it demands adaptability and strategic thinking.

Everyone around the office knows when this happens, by the way. Not only are there green-yellow-red signal lights all around the call center, but we have announcements also.

The announcement of a code red for a call board violation is usually followed by someone immediately telling marketing to flip some levers.

A big part of it for us has also been the fine-tuning of those marketing plans. It’s taken a lot of A/B testing and tweaking, but we got there.

But if you do have your marketing on lock then how do you fix it, and is it that simple?

By embracing dynamic pricing, ramping up our lead generation efforts, and doubling down on ethical selling practices, we fill our schedule but also set the stage for sustained growth.

It also keeps the lights green, which I’m a huge fan of.

Here’s how these approaches have transformed our business and can potentially do the same for yours.

Let’s do it.

• Dynamic Pricing and Flexible Lead Generation are Essential
• Ethical Selling Through Education Builds Trust

Embrace The Dynamic

Over the years, I've realized that pricing needs to be flexible to respond to fluctuating demand and capacity.

Adjusting prices becomes a powerful tool on days when our schedule isn't as full as we'd like.

For instance, when we have availability that cannot remain unutilized, we take immediate action to fill those gaps.

We don't let fixed service fees stand in the way of securing valuable work. This study says that the average home sees $4,000-22,000 of maintenance per year.

Are you going to give that up? I’m not.

If there's nothing on the schedule, it doesn't make sense to let a standard fee prevent us from taking on a job that could bring in significant revenue.

Dynamic pricing isn't about devaluing our services; it's about strategically filling capacity to maximize overall profits.

By being flexible with our pricing, we ensure our resources are utilized efficiently.

The Leads Are The Thing

Effective lead generation is the lifeblood of any growing business. We utilize various methods to attract customers from a ton of different directions.

Platforms like LSA, GMB, and PPC advertising have been huge in increasing our visibility and attracting targeted traffic.

Investing in SEO has also been a major breakthrough in leads.

SEO helps us appear in relevant searches, bringing in customers who are actively seeking service.

We focus on both the geographical and service aspects of SEO, creating content that matches what potential customers are searching for in our service areas.

But we’ve also weaponized other ways to start pulling those lead levers.

Simple outreach efforts, like sending out promotions or helpful reminders, can significantly boost our booking rates.

I've found that contacting customers directly can fill our schedules quickly, especially when combined with offers too good to pass on.

We also leverage outbound efforts like door-knocking and engaging with communities on social media platforms. Honestly, events teams are popping off this year.

None of our lead strategies are alike, and that’s a strength. It’s all about having something to pivot to when the call board goes red.

The Speed of Sales

Speed is critical when responding to leads.

The faster we engage with a potential customer, the better our chances of conversion. Implementing automated systems ensures immediate engagement.

Tools like Hatch have been instrumental for us, automating lead responses and integrating seamlessly with our existing systems.

The whole process has been super-smooth. By automating our initial outreach, we can contact leads within seconds of their inquiry.

This not only improves our conversion rates but also enhances the customer experience. It's about meeting customers where they are and responding to their needs.

That usually results in return customers.

Ethical Selling Through Education

When it comes to converting leads into customers, I believe in an approach centered on transparency and education.

At Wilson, we live by the principle of selling through education, not fear. We focus on informing customers of their options without pressuring them into a sale.

If a customer's system is functioning adequately, we let them know that no immediate action is needed.

However, we also provide information on what upgrades or services are available should they choose to consider them.

This approach builds trust and fosters long-term relationships with our customers.

By focusing on the customer's best interests and providing all relevant information, we prevent scenarios where customers feel misled or underserved.

It's essential to ensure that customers are fully informed about their options so they can make decisions that are right for them.

But this is all centered on an approach of the company being a team, working in unison.

We believe that everyone, regardless of their role, shares responsibility for keeping the schedule full.

It's about being proactive, leveraging every tool at our disposal, and never losing sight of the customer's needs.

That’s growth at the speed of sales.

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