The five things
- Run video advertisements showing the owner introducing themselves on a real job site. Not stock footage, not a logo animation. The owner, on a job, talking.
- Block off your estimators’ calendars with qualifying questions. If someone will not answer a few questions to book, they were never going to sign.
- Bombard leads with testimonials before the in-person estimate. They should already believe you before you knock.
- Before the estimate is booked, homeowners watch a three-minute video explaining your company and why it is different.
- Homeowners should know roughly what it costs before you drive out there. Price is the number one reason an estimate goes nowhere, and you can find that out from your desk.
Then the estimate itself changes
Every estimate should be given on the spot. Not emailed that night, not followed up on Thursday. On the spot.
And once all five of those things are in place, the estimate is not a sales pitch anymore. The estimate is for collecting a deposit and getting them on the schedule.
Why this works
Every one of these moves the selling earlier, to a place where it costs you nothing. Video, qualifying questions, testimonials and a ballpark price all happen while you are doing something else.
The driving is the expensive part. The truck, the fuel, the hour each way, the estimator you are paying either way. Everything on this list exists so you only spend that on people who are already sold.