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Say a homeowner is thinking about building an addition for her aging parent. She sees one of your videos or ads. Maybe she watches the whole thing.
And then what?
For most remodelers, nothing happens. She goes back to scrolling. Thousands of people can see your content, and none of them ever raise their hand.
In this post I'll show you the missing step between someone watching and someone becoming a lead. We call it the Attraction Offer. It's what brought in 5,000 leads at about $5 each for one of our clients.
Who I am
I'm Temi. I run Lead Phoenix AI, and I used to own a renovation company called Dream Home Renovations. Now I help remodeling companies own their lead flow instead of renting it.
A view isn't a lead
Here's the problem. When someone watches your video, that's a view. It's not a lead.
Right now, only about 3% of homeowners are actually shopping for a remodel. The other 97% are just thinking about it. They're researching. They have questions. They're not ready yet.
So when one of those homeowners watches your video, she learns something. She thinks, these guys actually know what they're talking about.
And then she's gone. You had her attention for 90 seconds, and no way to keep her.
Most remodelers end their videos badly. Some end on nothing, maybe just a logo. Others end with "call us for a free estimate."
That's a big ask. You're jumping from her watching a video straight to a salesperson on the phone. She didn't ask for that. You need to think about the customer journey.
The video did its job. She watched it. But she left anyway.
And here's the logic again. If every company in your city offers a free estimate, a free estimate can't be the reason anyone picks you. It's what everybody says at the end. You need to stand out and be different.
The Attraction Offer
What you need is a smaller step. Something she'll say yes to today, even though she's not ready to buy. Remember, this is about taking her along the customer journey.
That smaller step is the Attraction Offer. In plain terms, it's something genuinely useful a homeowner can take away in exchange for her details. Not a sales call. Not yet.
It should be something she'd need even if she never hired you. For example:
- A cost guide (almost everybody does one now)
- A checklist of questions to ask a contractor
- A list of mistakes to avoid
Something that saves her weeks and weeks of research.
The worst thing you can offer is something like $1,000 off her project. That attracts people who shop on price. You'll be calling people who want a discount. An Attraction Offer pulls in people who want value.
We've run five of these for our clients. They include the real cost guide, the project review and the renovation planner.
If you think this is a stretch, look at Artisan Roofing, a $6.6 million company. They found the same thing by accident. Their top download is the 10 best questions to ask your roofing contractor, and it converts at about 40% for them. Their mindset: even if you don't choose them, they still want you to be informed.
5,000 leads at $5
Here's one we ran for one of our clients. We built a tool called the Zoning Check. It ran on the city's property data and translated it into plain English. A homeowner types in her address and sees what her zoning is.
These people were curious about what had changed on their property, and the tool answered it. It brought in about 5,000 leads at about $5 each. Compare that with the $100 to $200 you pay for a lead on Google right now. That's a lot cheaper.
Obviously, these aren't people ready to buy right now. But remember, we're taking them along the customer journey until they become clients.
You've probably seen this in my own marketing. I've done the exact same thing with you. You haven't booked a call with me yet, but you may have downloaded the playbook. That's the Attraction Offer. You're watching multiple videos. You're seeing them pop up in your feed now and then. That's the customer journey.
Everything we build gives value before we ask for anything. You've probably noticed the pattern by now:
- The content you watch answers a question.
- The Attraction Offer gives her something she can use.
We stack value on value before anyone spends a dollar.
Why it brings in better clients
This kind of teaching does something a discount, like $1,000 off a kitchen, will never do. It brings in better clients. What we call an educated buyer.
Lead with a discount, and you get price shoppers. Lead with something useful, and you get people who value it.
That's why my clients keep getting messages from prospects saying they see them everywhere, and that their marketing is amazing. It doesn't feel like marketing to them, because they're getting something out of it.
That's how one design-build remodeler we worked with turned $57,000 in ad spend into over $1.8 million in signed work.
Where to start
Not every homeowner who raises her hand is ready to buy this month. Most aren't. What you do with them next is where most remodelers lose the job.
We think long term. We build the Attraction Offer, and then we have systems on the back end that turn those leads into clients. I've written all of it down, from the Trojan Horse to the Attraction Offer to everything on the back end. And if you'd rather have us come into your company and build it for you, there's a link to book a call with my team.
If you want the whole system in one place, grab the free $1.8 million remodeling playbook.
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