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
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.
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!