Double Minimium Project Size In 2 Years
This client is a pool installer that operates in Maryland.
THE GOAL
Grow the business by increasing average project size.
THE PROCESS
Laser-focused targeting on paid ads, a follow-up wishlist with budget
THE RESULTS
This pool installer increased their minimum project size from $90,000 to $185,000 within 2 years.
The Goal
When this client first came to us in 2017, they were looking to increase their call volume. After quickly getting them the number of calls they wanted, they realized they did not have the time to call every prospective client. In addition, this pool installer did not want to expand their team and do more projects. They wanted to grow by increasing the average project size.
The Challenges
With increasing costs of pay-per-click advertising and fierce competition in the area, we came up with a strategy combining SEO, paid social media, and display. As the ability to segment a Facebook audience based on key demographics was eliminated, we relied on past data and customers to generate custom audiences that allowed us to laser-focus on the target customer for this pool installer.
People were finding the website organically and submitting their information, but a lot of them still weren’t a good fit. We didn’t want to prevent prospective buyers from contacting this pool installer client, so the main contact form was left unchanged. To help people self-filter, leads were emailed a survey [after submitting their info] that was required for contact. We developed key questions with the client that would help identify best fits and filter out poor fits. Poor fits were thanked and e-mailed to allow time to focus on the best fits.
The Results
Within two years of implementing the survey, this pool installer increased their minimum project size from $90,000 to $185,000.
They are still doing the same amount projects per year, maintaining their reputation as a boutique custom pool builder.