So you are looking at doing some renovations or you are looking to do a clean up around the house. How do you find a cost effect price from someone in a service area that you know nothing about? Different demographics would look at the problem in different ways.
Gen Y – they would reach for the mobile phone and start searching online straight away. Who reads news papers Grandpa.
Gen X – similar to Gen Y more likely to undertake research online or may ask a friend on who do they get a service done, especially if they have no prior knowledge of the service. Or may just purchase an installation service at the time they purchase something from the store. Eg I just bought a reverse cycle air conditioning unit. How do I now get it installed. The store I purchased the item from was offering an nstallation service with this. Obviously this would be the best deal available? Who are you kidding – this is going to be the most expensive option.
Now Baby Boomers depending on tech savvy they are and how old their kids are, and if they are still living at home or no. By the way Gen Y’er go get your own place to live – let Mom and Dad save some money for retirement.
Baby Boomers are more likely to utilize the local newspaper or the letterbox drop with the one in a life time deal. They are more likely to purchase the installation service associated to the white goods products .
But what about those services associated with the installation of a new kitchen or carpet cleaning – what about if you have your own business how do you organise a commercial cleaning? The list goes not but hte question remains? Do you use the Yellow Pages – haha – that was a joke if you missed it.
This gap has been identified by Urban Quote? They capture the details of the customer requiring a service and they forward those on to providers who undertake these local services in the suburbs where the customers lives.
The service is free to the customer. The service provider pre-purchases leads from Urban Quote. Reducing the risk on the company of cash flow and payment of services.
This form of lead generation / sales marketing is not a new idea, however the approach Urban Quote is taking to capture the details is unique and none of the big companies are taking the approach they have. They will also be publishing a ToolBox of smart marketing ideas to help grow the small businesses. The larger companies have grown out their services and have not focused on the profitable markets or the markets which will grow their business.
This form of pre-paid marketing is a great idea for small businesses – as they can now grow their business without the financial burden of a large advertising / marketing budget. Cash flow is the heart of any small business and the thing Urban Quote is providing to the SME’s is laser targeted leads that are rip for the picking.
Now is it all beer and skittles for the SME? No – not by a long shot! They still need to convert these leads into paying customers. But then, doesn’t every company whenever they undertake any type of advertising campaign. Irrespectively of attending a Home Show – and having a stall or you do a letter box drop. You need a strong ability to convert the leads to a sale.
There are a number of key factors which influence the conversion rate.
- Quality of the lead – are they really interested in purchasing?
- Timing – how long ago did the person request the quote, has it gone stale because it was not actioned in a timely manner
- Now secondly in the timing – is it first come, first served. Did you respond to the customer at the end of the day, when they requested a quote first thing in the morning. Were you second fiddle to the company who has a dedicated sales person – and did they ring the customer straight away?
Did you notice Timing is a strong influencer to the sales funnel.
They are many more contributing factors to the sales process, however I think Urban Quote could be on a winner – providing consumers with local services.