Are You Only Saying “Yes!” to Certain Types of Painting Leads? You Might Be Hurting Your Business…
First, a quick disclaimer… I’m all for having areas of expertise and staying in your wheelhouse as a painting contractor. Should a large-scale commercial painter take on a tiny residential painting project? Probably not. Or should a residential painter say “YES!” to everything, just to stay busy? Nope.
But I’m also not a fan of excluding certain types of work that ARE in your wheelhouse just because they’re not your favorite. Especially with the troubling lead counts painters are experiencing around the country, now’s not the time to be picky.
For example, I’ve spoken with a number of residential painting contractors who prefer to focus exclusively on interior painting. They believe it simplifies their business and marketing. Or, they say their painters are more skilled and trained on painting interiors. While that’s understandable, I’ve found that rejecting exterior painting leads could be a missed opportunity for growth.
Let’s take a closer look together. And, as a sort of case study, we’ll continue with the “interior vs. exterior” lead example. Feel free to fill in those blanks with your own services, and keep an open mind.
Being Too Selective Makes Digital Marketing a Challenge for Painters
Even if you specifically target keywords related to interior painting for SEO or in your Paid Search campaigns, you’ll likely still receive inquiries for exterior jobs. This is because homeowners often bundle painting projects, or they simply might not be aware of your specialization when they first reach out. They’ll likely search for “Painter near me” instead of “Interior painter near me.”
That means it can get actually a bit expensive to focus just on one key service — it’s very limited, driving up the cost of a quality lead.
Think of it this way: if you’re looking for a mechanic to fix your car, you probably won’t Google “mechanics that specialize in muffler replacement near me.” You’ll search for a mechanic, then refine your search based on the results.
As a painting contractor, casting a wider net is a smart (and more cost-efficient) play in this specific case.
Don’t Miss the Chance To Turn Exterior Leads Into Interior Clients
Instead of turning down those exterior leads, try and view them as potential long-term customers. Here’s how:
Embrace the Opportunity: Respond to the lead and schedule a bid just as you would for an interior project.
Showcase Your Interior Expertise: During the bid, emphasize your skills and experience with interior painting. Highlight your attention to detail, cleanliness, and the high-quality finishes you provide.
Plan for the Future: Discuss your availability for interior projects during the off-season or whenever the homeowner might be ready. Offer a discount or incentive to book their future project with you.
Wow Them Now, Winning the “Future” Project You Really Want
Crush this job with your eye on the next one.
For example, interior painters often have a reputation for being meticulous and respectful of homeowners’ spaces. This is a valuable asset! Homeowners are more likely to trust you with their precious interiors if they’ve seen your professionalism firsthand, even on an exterior project.
This advice applies to commercial painters as well. While most commercial projects involve both interior and exterior work, the same principles of building relationships and showcasing expertise hold true.
So, What’s Your Takeaway?
While focusing on a niche like interior painting can be a great strategy, don’t be too quick to reject exterior leads. They may just be the key to building lasting relationships and a thriving business. Remember, the goal is to create customers for life.