I recently spoke with an interior designer who purchases interior design leads to maintain a stable client base. She has a lot of word of mouth clients but she feels it is still necessary for her to develop new clients outside of her current network.
Upon further discussion about the quality of her leads I discovered that there was an underlying problem she was having. Even though the leads were fresh she was finding that when she called on them they were less than happy to hear from her. In some cases they would be upset and ask to be removed from “the list”.
The leads that she was buying were unfortunately of very low quality. This is not uncommon as some lead sources will recycle their lead database by selling a lead to multiple buyers or re-introducing old leads into the system. In her case what was happening was her leads were enticed by a free gift in order to fill out a lead form. Not really a high quality lead.
When you decide to take control of your lead source by in effect being your own lead source you receive many long term advantages:
1) You completely control where your interior design leads come from.
2) Your brand is not adversely affected by leads being introduced to your company for the first time when you call them instead of through the lead creation process itself. Creating brand awareness before you even call.
3) Eventually, if you follow the proper guidelines of keyword research, target market research and list management you will have very low cost and often free group of people waiting to buy from you.
4) Most importantly, your brands image will grow as you ad more and more content to the web. This is the only way to ensure you create more value for the search engines every time you invest in your website traffic.
Remember, when you buy leads you are simply buying names of people who may be interested in interior design services. When you create your own leads by developing and maintaining an effective lead funnel you grow your brand and develop a following. Always provide value to your list of potential clients. When you bring an offer forward they will be eager to bite.