ADC Responders: Addressing a Major Need in Facebook Marketing for Contractors

We hear this ques­tion all the time, and it’s 100% valid: is Face­book real­ly any good for lead gen­er­a­tion, or is it just a brand­ing tool? 

Let’s answer that ques­tion with anoth­er ques­tion: if we know that lit­er­al­ly bil­lions of peo­ple are on Face­book, and hun­dreds of thou­sands are liv­ing right around you and in your ser­vice areas, how could Face­book NOT be a lead gen­er­a­tion tool?

Here’s the real ques­tion: how do you find, con­nect with, and con­vert peo­ple on Facebook? 

A major part cer­tain­ly has to do with defin­ing and tar­get­ing your audi­ence effec­tive­ly, but we’ll focus more on that anoth­er time. We’ve learned over the years (and over the last year in par­tic­u­lar) that the key to real­ly mak­ing Face­book work is fast, friend­ly engage­ment, and book­ing appoint­ments with prospects imme­di­ate­ly. Length­i­er sales fun­nels are a longer-term strat­e­gy — Face­book mar­ket­ing requires instant action when it comes to the sales and ser­vices of con­trac­tors like you.

Quick Case Study: Meet Susan

Susan is 55 years old, lives in San Diego with her semi-retired hus­band, and is inter­est­ed in updat­ing her kitchen but doesn’t have $30,000 lying around to sink into a full remodel. 

One day, while put­ter­ing on Face­book, she sees an ad from a local paint­ing com­pa­ny show­cas­ing a fresh­ly-paint­ed kitchen. She paus­es, taps on a pho­to, and scrolls through the carousel of before/​after shots. The text in the ad men­tions that it’s a cost-effec­tive way to update a kitchen, and she rec­og­nizes the town that the work was done in. It seems local, legit, and friendly. 

She types a com­ment: ​“How much does cab­i­net paint­ing like this cost?”

She scrolls on, only to be sur­prised that she gets a reply to her com­ment about 15 sec­onds lat­er: ​“Hey Susan! Awe­some ques­tion. I’ll send you a mes­sage with some more info.” Sec­onds lat­er she’s chat­ting with some­one, a REAL per­son, who is engag­ing with her. Moments lat­er, her appoint­ment for a free esti­mate is booked, com­plete with a con­fir­ma­tion email and con­tact info. 

Easy.

Fill­ing the Gap with Instant Face­book Mes­sen­ger Marketing

ADC Respon­ders is a team of pro­fes­sion­al, ded­i­cat­ed respon­ders that we have devel­oped over the last 6 months. They watch Face­book pro­mo­tions dur­ing peak hours so you don’t have to, field­ing com­ments, weed­ing out tire kick­ers, and pro­mot­ing your ser­vices with a script that you’ve reviewed and approved. 

With a sim­ple sched­ul­ing soft­ware that’s been synced to your esti­ma­tors’ cal­en­dar, we can then book appoint­ments right on the spot. And yes, we fac­tor in dri­ve times, loca­tion, ser­vice areas, etc. 

The results have been excit­ing to see! Rather than just cast­ing a wide net and hop­ing for ROI, we’re see­ing direct results from con­sis­tent, qual­i­ty, focused mar­ket­ing efforts. And, for roofers, remod­el­ers, floor coaters, and painters, you can cap­i­tal­ize on that emo­tion­al response peo­ple have when they see a project that res­onates with them. 

Would You Like To Learn More?

We love to share what we’ve been learn­ing and dis­cov­er­ing! Take a look at our ADC Respon­ders site, and then con­tact us direct­ly with any ques­tions you might have.