Strategy for Local Contractors
A clear, sequenced sales & marketing plan that lowers cost per job, raises close rates, and builds a pipeline you own.
Why Contractors Need a Strategy That Actually Works
You take pride in your craft. But when it comes to turning inquiries into booked jobs, even great contractors get stuck—paying for third-party leads, chasing price shoppers, and watching too many prospects go cold.
The issue isn’t your workmanship. It’s the lack of a simple, repeatable plan that aligns how homeowners buy with how you market and sell.
What a Sales & Marketing Strategy Really Is
A strategy is a roadmap: who you target, what you say, where you show up, and how you move people from interest to “yes.”
Without it, you’re reactive—guessing, overspending, and hoping. With it, you’re intentional—attracting, educating, and converting the right clients on repeat.
For contractors, a smart strategy helps you:
Close more of the leads you already pay for
Attract better-fit clients who value quality, not discounts
Stop wasting time on low-yield tactics
Smooth out workload with a steady, predictable pipeline
The 80/20 Advantage — Focus on the Vital Few
Most contractors don’t fail for lack of effort—they fail for lack of focus. Time, crew capacity, and budget are limited, so the goal isn’t to “do everything.” It’s to find the vital 20% of actions that produce 80% of your results, then put them in the right order.
What that looks like in practice:
Follow-Up Cadence First: Rescue more of the leads you already pay for (scripts, timing, texts, emails).
Estimate “Proof Pack”: Reviews, project photos, process page, warranty/insurance language—confidence closes at better margins.
5-Piece Content Kit: One cost/timeline post, one comparison post, one process post, one FAQ cluster, one project spotlight (repurposes into email + social).
Simple Retargeting: Low-cost ads that bring recent visitors back when they’re ready.
Service-Area Page or Seasonal Offer: Aim one asset at demand that exists right now in your market.
Reactivation/Referral Touch: Light, helpful email to past clients to spark referrals and repeat work.
We’ll start with the few moves that move you the farthest, measure impact, and adjust the 20% as your pipeline grows. Strategy isn’t a to-do list—it’s a filter that protects your time and multiplies your results.
Why Most Paid Leads Go Nowhere (and How Strategy Fixes It)
Lead vendors sell you contact info—not trust, not differentiation, not follow-up. Your strategy fills that gap.
1) Respond Faster—and Better
Codified first responses, voicemail scripts, and text/email templates so you’re first, clear, and helpful.
2) Nurture Until They’re Ready
Multi-touch cadences (calls, texts, email) plus light retargeting keep you visible without nagging.
3) Build Trust Before the First Call
Reviews, photos, process pages, and helpful content make you the obvious choice when timing lines up.
Make Every Tactic Work Harder (Together)
Email Marketing
Emails with a job to do—not random blasts.
Welcome sequence for new inquiries
Estimate follow-up across 14–21 days
Seasonal tips (prep, maintenance)
Project spotlights with photos/testimonials
Reactivation of past clients every 6–12 months
Blogging & Resource Content
Answer the questions homeowners actually Google:
“How Much Does a Bathroom Remodel Cost in [City]?”
“Top 5 Signs Your Electrical Panel Needs an Upgrade”
“What to Know Before Replacing Your Roof”
Evergreen posts drive search traffic and feed your emails, socials and ads.
Display & Retargeting Ads
Contextual ads: appear beside home-improvement content to reach homeowners actively researching the services you offer.
Retargeting: follow site visitors and email clickers to bring them back when they’re ready.
These ads support your nurture systems and increase return visits and estimate requests.
The Real Cost of Having No Strategy
High ad spend with low conversion
Feast-or-famine scheduling and revenue
Missed chances to grow reputation and referrals
Burnout from trying to do everything manually
A strategy isn’t extra work-it’s the multiplier that makes every effort pay you back.
What You Get (Deliverables)
Buyer’s Journey & Funnel Map tailored to your trade and market
90-Day Action Plan (what to do first, second, third)
Sales Cadence Kit: call/VM scripts, texts, email templates
Content Plan: 5–10 post topics + outlines; service area pages; proof assets
Email Automations: welcome, estimate follow-up, seasonal, reactivation
Ad Plan: retargeting audiences + simple creative briefs
Simple KPI Dashboard: inquiries → booked estimates → wins; cost/job and time-to-close
Tool Stack Recommendations (keep it lightweight and affordable)
How It Works (Simple, Time-boxed)
Step 1 — Discovery & Audit (Week 1)
Quick interviews + review of leads, website, reviews, CRM, existing content/ads.
Step 2 — 20% Focus (Week 2)
Pick the few moves that move the needle: usually follow-up + estimate process + 5-piece content kit. We pick the few moves that produce outsized returns, then ignore the trivial many.
Step 3 — Build & Launch (Weeks 3–6)
Install cadences, automations, content, and retargeting. Role-play scripts. Go live.
Step 4 — Optimize (Weeks 7–12)
Tighten messaging, expand what’s working, and line up the next 20%.
Who This Is For (and Not For)
Great fit if you want to:
Reduce dependency on third-party leads
Install a professional follow-up system
Build trust with education, not discounts
See clear next steps and real numbers
Not a fit if you want to:
Buy more leads and hope for the best
Skip follow-up or process changes
Compete only on lowest price
FAQs
How fast will I see results?
Often within 30–60 days you’ll see more booked estimates from the same lead flow; compounding gains build over 90 days as content and email kick in.
Do I need new software?
Not necessarily. We start with what you have; if tools are missing, I recommend lightweight, low-cost options.
What if I hate door knocking or cold calls?
We’ll lean into strengths. Phone, email, content, retargeting, partnerships—there are multiple winning paths.
Can you help my team use the scripts and templates?
Yes—quick training and role-play sessions are included in launch.
Do you work only with certain trades?
Roofing, HVAC, remodeling, electrical, plumbing, and similar local services—if you serve homeowners, this system fits.
Ready to Get More From Every Lead?
Stop gambling on cold contacts. Build a system that creates and converts demand—in your market, on your terms.