How to Get Electrical Leads in 2020 | 10 Marketing Solutions That Work
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Electricians depend on electrical leads to book more appointments, gain new customers and close more sales. More electrical job leads equals better net profit.
The best way to get electrical contractor jobs in today’s digital world is meeting your customers online, and taking strategic steps to make sure your electrical advertising stands out in an increasingly competitive online marketplace.
According to this 2019 Local Consumer Review Survey, 90 percent of consumers used the internet to find a local business in the last year, with 33 percent looking every day.
When homeowners with an electrical issue search Google for “electricians near me,” how does your company rank? When they ask friends on Facebook to refer an electrician, does your name get mentioned? Do neighbors on Nextdoor.com recommend you for electrical contractor job leads?
Get the most out of your electrical marketing dollars by knowing where to invest them online, from optimizing your website SEO and managing your Google reviews to automating your marketing campaigns and saving money on cost-per-lead with targeted email marketing.
We talked to industry experts working in electrical and other essential home services to compile this list of the Best Electrical Marketing Solutions.
To consistently get that next electrical lead, they suggest the following:
Revamp and optimize your website.
Leverage online advertising.
Master local SEO.
Manage online reviews.
Train techs on customer service.
Automate customer experience processes.
Invest in targeted email marketing.
Know your market audience.
Utilize an app-based plumber referral service.
Explore each strategy below to streamline your electrical company’s operations, boost revenue and grow electrical job leads.
1. Revamp and optimize your website for electrical contractor lead generation.
If you’re not using your website for electrical contractor lead generation, you may be under-utilizing an important tool to spark new revenue for your business.
A mobile-friendly website with responsive design ranks higher in Google searches. Customers searching online for a local electrician probably need one NOW, or soon. Make sure they find you first, and easily convert them into an electrical lead by:
Optimizing your website. Make it appealing with a clean, user-friendly design that’s laser-focused on SEO keywords to grow your electrical job leads.
Allowing customers to easily contact you. Clearly display your phone number at the top of your website and make sure it’s answered 24/7.
Personalizing your message. Tell your company’s story or showcase your electrical work in a behind-the-scenes video.
Highlighting online reviews or customer testimonials. Let happy customers spread the word about your great electrical safety service.
Writing a blog or starting an electrician podcast. Become an online electrical resource for consumers and other electricians.
Engaging customers with Calls to Action (CTA). Use special offers, discounts and other incentives to drive traffic and increase electrical contractor leads.
Ron Lutwiller, chief operating officer at in Charlotte, N.C., revamped and optimized Roby’s website by switching over to ServiceTitan software for electricians.
The move to an all-in-one software solution, he says, helped facilitate other changes needed to grow the family-owned business—such as switching to a flat-rate pricing system, placing more emphasis on selling service contracts, and creating friendly competition plus more accountability for technicians.
With analytics right at his fingertips, Lutwiller uses the software to create customized reports for every aspect of the business, from job details and CSR performance to technician stats and equipment inventory.
“We probably vetted four or five different companies. We could see that ServiceTitan was regarded as one of the best, if not the best,” Lutwiller says.
» Ready to learn more about what ServiceTitan can do for your business? Contact our team to schedule a demo today.
2. Adapt electrical advertising for today’s online shopper.
Traditional marketing tactics, such as advertising through direct mail, newspapers, radio, TV and billboards, tend to take a backseat role in most electrical marketing strategies today.
Focus on Google when it comes to online electrical advertising, says Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business with over 200 employees in nine states.
Mello advises spending at least half of your marketing dollars on SEO, Pay-Per-Click digital ads, Google My Business, Google Local Services, and getting more positive customer reviews.
Today’s consumers find 70 percent of all services online through Google searches, he says, so “just understand Google is God when it comes to home service.”
Mastering the online marketing game increases brand awareness for your electrical company and helps you build an online reputation. If you’re focused on being helpful and providing great service, customers will remember you the next time they need an electrician.
Just don’t ditch those personal relationship-building tactics, says Mario Campriano, owner of Express Electrical Services, an $8-million electrical company in Los Angeles.
Knocking on doors, introducing yourself to homeowners and leaving a business card for future electrical jobs still work.
Campriano increased his company’s electrical job leads by getting to know his neighbors—and potential customers. He simply knocked on doors and offered to install free Ring doorbells to protect against porch thieves when he moved his family to Downey, Calif.
>>Need better electrical marketing solutions? Check ServiceTitan Marketplace for additional resources.
3. Master local SEO to boost branding and grow your electrician leads.
Mastering local SEO (search engine optimization) requires taking the right steps to ensure your electrical company’s name or website appears at the top of organic search results on Google and other search engines. Customers with an electrical safety emergency must find you fast and they prefer to hire someone nearby.
To keep electrical leads humming, include top-ranked keywords in all content displayed on your website, social media platforms, newsletters, business directories, and digital advertising. To gain traction with local customers, be sure to also include your city or neighborhood as a keyword phrase. For instance, “Austin Electrician” or “Restore Power in Austin.”
When a customer searches “fix power outage” or “electrician near me” in Google, Google’s algorithm finds the most topically and geographically relevant results. Since they’re based on relevance, location, authority and other factors, not just ad spend, this gives smaller electrical businesses an opportunity to be featured as prominently as larger companies in Google’s organic search results.
Google Local Services allows you to advertise your electrical contracting business on Google and receive electrician leads directly from potential customers. When a homeowner searches “Electrician Boston,” your Local Services ad appears at the top of Google Search results.
Just make sure your company operates from a physical building (headquarters, satellite office, etc.) in the particular area where you’re advertising your services, not just using a P.O. Box address. Otherwise, Google may penalize your company and remove your name from their local electrician list.
» Learn more about SEO with this complete beginner’s guide.
4. Manage online reviews to gain more electrical leads.
When customers need an electrician today, few check the phone book or ask a neighbor for recommendations. They go online to search for trusted nearby electricians with awesome online reviews.
Positive customer feedback on crowd-sourced review platforms like Google, Facebook and other social networking and business review sites can tip the scales in your favor. In fact, 91 percent of consumers said positive reviews make them more likely to use a business, according to the Consumer Review Survey.
Real customers who leave positive reviews help to build trust in your business. Prospective customers read an average of 10 reviews before trusting a business, and 89 percent of those people—between 35 and 54 years old—trust online reviews as much as personal recommendations, according to the survey.
ProSkill Services, which offers electrical, plumbing and HVAC services in Arizona, boasts more than 3,000 Google reviews with a 5-star rating, and nearly 800 Facebook recommendations. Co-owner Travis Ringe says there’s more to getting good reviews than simply asking customers for one.
“If you want to drive reviews,” Ringe says, “you have to deliver a full experience worthy of writing a review.”
You also need to make it easy for customers to leave a review, such as texting the review link directly to the customer before leaving the job site. ProSkill uses ServiceTitan’s built-in survey tool to customize a personal message and ask customers to specifically leave a Google review.
“Google really rules the roost and I want all my reviews on Google,” Ringe says.
5. Train your electricians to get more 5-star Google reviews.
Do your electricians grumble about asking customers for reviews? It’s a common problem for many industries, not just home services.
Stop the complaining by clearly explaining how good and bad reviews directly impact your company’s bottom line—and your tech’s paychecks. Money talks, after all.
Incentivize your techs to get more 5-star Google reviews with pay-for-performance bonus checks or foster in-house competition to win prizes for the most reviews. You can also try to capture that next electrical lead by incentivizing the customer to leave a review in exchange for a discount, gift or cash in return.
Ringe says his CSRs and home service techs go the “second mile” to deliver a review-worthy customer experience. His tips include:
Make a good first impression, from the moment they call to book an appointment to the follow-up after completing the job.
Offer online scheduling to make it easy to do business with your company.
Book the appointment today and don’t make the customer wait.
Shorten your arrival window and use technology to allow customers to track their tech.
Determine customer satisfaction before leaving the job site to mitigate any complaints they might include in a review.
It’s also important to understand a customer’s mindset when it comes to leaving a review. They hired you to fix an electrical issue and they paid you for the service. Many don’t want to hassle with leaving a review, unless you make it super easy and convenient.
» Learn how to get more 5-star reviews with these tips.
6. Automate with electrical contractor software and mobile app for better customer service.
Looking for ways to personalize the customer service experience, but need a more effective and efficient way to do it? Electricians on ServiceTitan deliver better customer service by using automation to train and equip their CSRs, dispatchers, techs and sales teams.
ServiceTitan’s mobile app for electricians streamlines operations in the office, and in the field, for a more polished and professional approach. Here’s how some popular features help generate quality electrical job leads:
When a customer calls to book a service, know details such as call occurrence, service history, equipment used, and even special notes about prior electrical safety inspections by using call tracking software. Greet the customer by name, and turn them into a repeat electrical lead.
Good electrical service reviews often depend on timely service. Dispatch the nearest available tech by using technology to monitor the GPS location of your field staff, and never miss another appointment.
Online shoppers appreciate instant communication. Empower your techs with a mobile app that offers on-site quoting and estimates. You’ll give customers timely information about their specific electrical issue and add extra value to your brand.
Position your electrical techs as true service experts by equipping them with a visual sales presentation tool. With high-quality product photos and detailed descriptions shown in a good-better-best format on the ServiceTitan Pricebook Pro app, it’s easier to convert electrical leads into on-site sales of new products and upgrades.
Increase opportunities for on-site sales by setting the stage in advance. Send customers a text when your electrician dispatches to let them know who's on the way and when they’re expected to arrive. It’s a good way to prepare for a more comfortable customer interaction.
» Learn more about ServiceTitan’s Pricebook Pro.
7. Invest in targeted email marketing for effective electrical marketing solutions.
Targeted email marketing costs less per electrical lead than traditional electrical advertising channels and keeps your brand top-of-mind for customers, according to Megan Bedford of Mugyver Consulting, which works with the skilled trades. It’s considered one of the most effective marketing channels, earning $40 for every $1 spent.
Email marketing works—as long as it’s targeted, designed for your business, and delivers a message that’s relevant to your customers.
In a recent webinar, ServiceTitan shared new features released in Marketing Pro, including pre-filled email templates to get you started, along with best email marketing practices. Among the highlights:
Don’t blast your entire contact list with information. Send smaller batches of targeted, automated campaigns to specific customer groups, such as a “We miss you!” campaign to homeowners you haven’t heard from in a while.
Provide engaging, educational content about electrical safety with links to your blog or YouTube channel videos. You can send a series of messages, but only email subsequent emails to people who haven’t opened the first email.
Clean up your lists regularly by removing inactive and unengaged email contacts. Marketing Pro will soon include an Automated Opt-In Feature to do this automatically.
Keep your subject lines free of spam triggers! Using the word “free” or exclamation points in your subject lines typically garner a bad grade.
» Click here for more email marketing tips.
8. Know your market audience and when to reach them with the right marketing message.
Before starting an electrical business marketing plan, an electrical contracting business needs to know how to target the right audience. That means learning everything you can about your customers, beyond knowing they own a house or business powered by electricity.
Know specifics, such as your customers’ age, gender, average household income, and credit score, then you can focus on a direct response to build your branding, says Tommy Mello.
Mello takes a unique approach to marketing by asking new garage door service recruits to email family and friends to offer a free service call or tune-up. It not only helps the new recruits become comfortable with using the company’s tools, but also helps to build positive reviews for the company’s brand.
Electricians wondering how to market an electrical contracting business can also take lessons from Campriano of Express Electrical Services.
He took an unconventional approach to electrical services during the COVID-19 global pandemic. Realizing people may be trying to store food in a second refrigerator or freezer—a problem he experienced himself—Campriano immediately changed his electrical advertising strategy to meet those customers’ needs.
“We started getting calls like crazy,” Campriano says.
The key is knowing the right message to send to the right customer at the right time.
» Want to learn more about Campriano’s approach to electrical contractor work? Read more.
9. Market electrical advertising ideas with a home services referral service or on local apps.
Ben Stark, a trades consultant and owner of a Texas HVAC company, enhances his company’s online presence by staying active on Nextdoor.com, a host for closed social groups in individual neighborhoods, and Alignable.com, a small business networking group that generates referrals from other nearby businesses.
Companies can also sign up with various referral services to find electrical jobs to bid on, such as Google Local Services, Angie’s List, Home Advisor, or even Lowe’s and Home Depot. Just be careful not to spread yourself too thin and lose sight of your company’s mission to provide great electrical service.
When Campriano decided to switch from commercial to residential electrical services more than 10 years ago, he knocked on many doors and even visited local home improvement stores to find potential customers.
“You’ve got to be hungry for it, at the end of the day. You're not hungry for it, if you can't go knock on somebody's door,” Campriano says.
10. Deliver an awesome customer experience to generate more electrical contractor leads, book more appointments and close more sales.
The right home services management software can help you do all of the above. At ServiceTitan, we want to help electricians and others in the home services industry cut costs and streamline operations with a wide variety of automated pro tools to make the job easier.
For instance, you can track the number of calls, how many jobs your CSRs booked from those calls, and sales made from those jobs right in your ServiceTitan dashboard.
Calculate true ROI on electrical advertising campaigns by tracking how much revenue each advertising source generated and total cost per lead.
By measuring the marketing ROI for each campaign, ServiceTitan helps companies:
Know how much revenue each electrical marketing campaign generates.
Measure how well their staff converts leads into appointments and sales.
Invest electrical marketing dollars in all the right places and in the right proportion.
Stop wasting money on ineffective ads and digital marketing platforms that don’t perform.
Whether you’re investing in SEO, Pay-Per-Click ads, social media, email marketing, or any other kind of advertising campaign, your electrical contracting company can track what’s working and what isn't so you can make informed decisions on the best strategy for capturing more electrical leads.
ServiceTitan is a comprehensive electrical business software solution built specifically to help service companies streamline their operations, boost revenue, and achieve growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.Learn More