March 2022

Contract Installer leads Talk
MORE THAN JUST A LEAD PROVIDER
Andy Royle, Co-Founder and Managing Director of Leads 2 Trade, gives his thoughts on
lead generation for the year ahead and explains how the company is working with installers
to provide better value.
Total Installer (TI) How has the start of the year Andy Royle
gone with someone else, or they no longer require
a quote.
been for Leads 2 Trade?
Andy Royle (AR): We’ve had a very good start
To make things easier, the lead is only sold to
to the year, aided by the build up of consumer
one other company, so there is more chance of
enquiries we received over the Christmas period.
winning the work, while the service is no pitch no
To help us hit the ground running, we opened
fee, which means that a member only has to pay
our call centre for a couple of days between
for the lead if they sit and pitch it.
Christmas and New Year to qualify the backlog for
Installers will have to work harder to convert
our members.
leads into business this year and they need to
Thanks to our guaranteed appointment, no
look at how many leads they convert to a survey
pitch no fee, service, we were able to book
or quote, how many of those quotes get converted
appointments for our members with consumers
into an order, and the true cost of sale from that
for January.
lead source.
Consumer enquiries are where we’d expect them
to be in terms of volume and are massively higher
than this time last year.
One of the real plusses has been the new takeups
from installers we have had. In the first week
of January, we had a record 24 new supplier
enquiries which was great to see. Installers have
had work falling into their lap, and this is a sign
that intent is coming back alongside consumer
enquiries becoming more consistent again.
TI: Why do you think you have had such a
take-up from installers?
AR: There has definitely been an artificial peak
and order books have been bursting at the
seams, but that was never going to last forever.
With some installers reporting a definite shift
to receiving fewer enquiries from their selfgenerated
efforts at the back end of last year,
winning work will not be quite as easy this year.
The problem for installers is they will have put
stuff in place over the last 12-18 months to
be able to manage how busy they have been,
from extra resources, people, machinery, and
marketing, and they will need to maintain that
volume to feed it.
When demand dips, installers are left with very
few alternatives – they can increase their own
marketing, go door-to-door, or use a third-party
lead generation company like Leads 2 Trade.
Invariably, when times are lean, installers are
more reliant on our services and reach out to us
to help them generate the leads they want.
TI: Do you think some installers see leads
from a third-party lead generation company
as lacking substance?
AR: There is a myth that leads generated from a
third-party lead generation company are cheap,
lacking in quality, time consuming and, because
the lead invariably goes to three other installers,
much harder to convert.
But that’s not the case with our leads. Instead of
buying a sales lead, our premium appointment
booking service means our members are buying a
confirmed appointment against set criteria, so all
our member has to do is turn up and sell.
We call the consumer, book, and confirm the
appointment so the installer doesn’t have to
waste valuable time calling leads up multiple
times only to get a belated response that they’ve
TI: How are Leads 2 Trade working with
members to help them maintain those levels?
AR: We are focusing on working even closer with
members to provide even more value and make
sure they are not only getting the best service, but
that they are getting what they want from their
leads to grow their business.
Each installer has a dedicated account manager,
our area sales managers are drilling down into
what their average order values are and what is
an acceptable cost of sale for them, so we can
work with them and help them get the conversion
rate they need from the thousands of leads we are
generating.
With our no pitch no fee booked appointment
leads providing a cost of sale that’s almost three
times less on average than for a standard double
qualified lead that most of our competitors supply,
we are perfectly placed to help installers get the
best lead value and achieve an acceptable cost
of sale.
Contact Leads 2 Trade:
0800 124 4308
www.leads2trade.co.uk
@leads2trade
48 T I MARCH 2022 PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST