How Can You Get More Commercial Painting Leads?

Posted by Adam Zobel | Fri, Feb 21, 2020

 How Can You Get More Commercial Painting Leads?

We’ve seen this hap­pen quite a bit. 

A paint­ing com­pa­ny starts out with a res­i­den­tial focus, and then begins to look for more com­mer­cial leads as their team and capa­bil­i­ties grow. Who could blame you? The rev­enue is often fan­tas­tic, and the sta­bil­i­ty offered by larg­er projects is help­ful for keep­ing your team busy (espe­cial­ly if sea­son­al­i­ty hits you hard each winter). 

So, how can you attract those new leads?

#1: Add a Strong Com­mer­cial Empha­sis To Your Website

commercial painting lead generation

There are sites that look res­i­den­tial, and then there are sites that just ooze com­mer­cial paint­ing capa­bil­i­ty. It starts with build­ing out ser­vice pages that cov­er the broad cat­e­gories: inte­ri­or paint­ing, exte­ri­or paint­ing, main­te­nance plans, etc.

Then, once you get the broad ser­vices filled out, drill down into the actu­al indus­tries you want to serve: HOAs, Hotel & Hos­pi­tal­i­ty, Office Paint­ing, Ware­hous­es, Health­care Facil­i­ties, etc.

#2: Instill Con­fi­dence Wher­ev­er and When­ev­er You Can

Before you put pen to paper, so to speak, think through your prospec­tive client’s pain points. Then, craft your con­tent to specif­i­cal­ly address how (and why) you’re equipped to address each one. Is it week­end paint­ing, adapt­ing to sched­uled shut­downs, rapid return to ser­vice, or your in-house team? Talk about it! 

Also, make sure to add your cre­den­tials promi­nent­ly on EVERY page, whether it’s a safe­ty cer­ti­fi­ca­tion, a spe­cial skill set (like lead-safe cer­ti­fi­ca­tion), or an asso­ci­a­tion you’re a part of. 

#3: Show­case Past Clients

We work with a num­ber of com­mer­cial paint­ing pro­fes­sion­als who include the logos of past and cur­rent clients. If a site vis­i­tor can see that you’ve paint­ed for Home Depot or GE, it might lend extra cred­i­bil­i­ty to your ser­vices and abilities. 

#4: Net­work!

While the inter­net is a lead gen­er­a­tion pow­er­house (or it can be!), com­mer­cial paint­ing requires a total com­mit­ment to rub­bing shoul­ders and net­work­ing in per­son. Trade shows (not just one or two, but a com­mit­ment for at least a year) are valu­able, and so is attend­ing events held by orga­ni­za­tions where your prospects will be. Rent a table, spon­sor an event, shake hands, make con­nec­tions, and fol­low up. 

You’ve got to put in the face time. 

We work with a cou­ple of clients who also hold lunch and learn” events dur­ing which they present an edu­ca­tion­al lun­cheon, edu­cat­ing prospects, and answer­ing ques­tions that they real­ly care about. Notice that we didn’t say lunch and SELL.” Sell­ing comes lat­er, after you’ve added the val­ue and con­firmed that you’re a resource and an ally.

#5: Show­case Your Paint­ing Services

Pho­tos, videos, blog arti­cles, and strong web­site con­tent is a must. Don’t use stock images and tell web­site vis­i­tors that you can paint high-ris­es (for exam­ple). Share pho­tos of your team, in uni­form, actu­al­ly doing the work. 

#6: Uti­lize LinkedIn

For a long time, LinkedIn fell out of vogue, becom­ing not much more than a glo­ri­fied, slight­ly dusty, busi­ness card. Things have changed quite a bit on this front! LinkedIn is where most of your com­mer­cial paint­ing clients will be spend­ing their time, mak­ing it impor­tant to offer a strong, pro­fes­sion­al presence. 

What should you focus on?

  • An up-to-date per­son­al profile
  • Active, inter­est­ing com­pa­ny page
  • Recent pho­tos and videos
  • Answer ques­tions, doing a deep­er dive now and then via a LinkedIn Arti­cle pub­lished under your per­son­al account
  • Join groups, if you have the time to engage
  • Share con­tent that your tar­get audi­ence would find interesting

You can also run pro­mo­tions from your com­pa­ny page, spon­sor­ing key posts with the bud­get of your choice. You can tar­get very spe­cif­ic audi­ences too, based on region, inter­ests, indus­try, job title, and more. Get your con­tent in front of the right people!

Stay Con­sis­tent and Stick with It!

This is just scratch­ing the sur­face, but hope­ful­ly it pro­vides a sol­id launch­ing point. Have any oth­er ques­tions? Let us know!

About Adam Zobel

Adam came to us with a background in teaching, writing, and a work history that included serving numerous small businesses (including assisting with content writing and marketing efforts). He was a natural fit, and enjoys connecting with our clients, creating unique content that reflects their culture and voice. We keep him busy! Adam handles blogging, email campaigns, website content creation, copywriting for print and promotional materials, social media, letters, mailers, and more. He also does a dynamo impression of Nicolas Cage, but you didn’t hear that from us. Adam lives in New Hampshire with his wife and two boys. He is also a 1st cousin of David’s wife!


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