General Contractor
Case Study 1

Services Provided

Social Media Services
Website design, development, and hosting

Summary

  • Reached a large, local audience
  • Generated high-intent leads
  • Our leads generated over $323,000 in sales
  • The general contractor now has the resources to begin hiring and growing his company

Growth in 10 months

  • Reach grew from 4,000 to 14,000
  • Leads grew from 2 to 26 per month

First Month

Last Month

Reach

4,000

14,000

Leads

2

26

Sales

$5,477

$71,202

The Challenge

The contractor had been in business for a few years, and was mainly running on word of mouth from previous customers. It was more than enough to turn a decent profit, and he was putting in the work to make his service top-tier. However, word of mouth generally is one of the slowest growing forms of marketing, and the contractor wanted to grow. 

In 2022, he sold just over $150,000 in total revenue, but it wasn’t enough for him to feel comfortable with hiring and growth. So, he reached out to me and we started putting a plan together. 

***Note for contractors: I need to mention that this contractor doesn’t estimate like everyone else. He only estimates installation and labor without including cost for materials. Instead, he directs all of his customers to purchase their own materials and gives them a list of everything they’ll need. That being said, these leads did not only spend money with the contractor. Their total project cost was higher than the ‘installation only’ sales shown below. So if you’re a contractor that includes materials in your estimates, your average sale and total attributed sales would likely be significantly higher. 

The Strategy

The contractor didn’t want to spend a ton on paid advertising, so we opted for an organic (free) social media strategy to start. Since the contractor’s local area had an active audience in certain Facebook groups, we decided to start there. We’ll get into the nitty gritty of what exactly we did in “The Implementation” section.  

We talked about building a website for his company as well because posting on social media boosts your website (and vice versa). It’s a natural pairing to use the two together. However, the contractor wanted to bootstrap his marketing. He didn’t want to spend additional money on building a website until he saw a return on investment from the organic social media.  

In the fourth month, our leads generated enough sales, so we got the green light on the website. The strategy for the site was to make it the next step in the lead funnel for his social media audience. Basically, anyone on Facebook that wasn’t ready to message him could visit the website to learn more.  

For the entirety of the 10 months in this case study, we followed our core strategy as detailed below, and only implemented minor adjustments as we got feedback.

The Implementation

Organic Facebook

Groups

We found three local groups, each with 20,000 members and several posts per day. This let us know that the audience was large enough and active enough to see significant results. However, that doesn’t mean the audience we reached is a total of 60,000 people. Each of the three local towns had their own group, but since they are close together, there is significant overlap with the group membership. So while some are only members of one group, a large portion of the members are in all three groups.  

Post Frequency​

We posted 5 times per week to get started, and around month 8, we adjusted to post only 3 times per week. We noticed the reach starting to dip, and realized we were posting too frequently. After making that adjustment, the reach and results began to trend back upwards. We’ll explain why this happened in the “Key Takeaways” section at the bottom of the page. 

Post Topic​

A vast majority (around 80%) of the posts were simply before and after pictures of the contractor’s work. He sent me pictures every day, and I organized, added captions, and posted according to the schedule. Occasionally, we’d throw in some other posts here and there like articles or statistics that provide value to the homeowner, highlight 5-star reviews, and FAQs. 

Website

Simple Structure

The website we built was only 2 pages; a home page and a lead form. This allowed customers to read more about his business and his work without getting distracted from the initial purpose of the site: generating leads. We gave the audience just enough information to build some trust, and then asked for their contact info. It’s simple, but it works. 

Auto-Notifications and Lead Database

We set up automated email notifications so that whenever a lead came through, it instantly went to his phone. We also had his leads automatically stored in a database so that he could access previous leads if he needed to.

If you want help implementing this strategy for your business, get your free consult, and we’ll walk you through it step-by-step.

The Results

Before we got started, I informed the contractor that organic strategies typically take a bit longer to start seeing results. The slow start we saw in the first four months was expected. The most important result we saw was the continuous growth of reach, traffic, and leads month after month.

Facebook Reach

In the graph, the solid line shows the actual reach every month. We kept approximately the same content strategy throughout the 10 month period. In month 5 we published the website, and you can see the resulting boost in organic reach. Also, around months 6 and 7, we were posting too frequently, resulting in ‘content fatigue’ and decreased reach. We’ll explain this in more detail in the “Key Takeaways” section at the bottom of the page. In month 8, we cut our post frequency to 3 times per week, and reach began to grow again. While reach is not the ultimate goal of the campaign, it is a leading indicator that our efforts are working.

General Contractor Case Study 1 - Facebook Reach

Website Traffic

In the first month the website was published, it got 94 unique visitors. This means that our Facebook posts were generating interest, but the customers wanted to read more before becoming a lead. On average, 6% of the people that visit the website become leads. So we focused on generating enough interest on Facebook to get people to visit.  

General Contractor Case Study 1 - Website Traffic results

Leads Generated

The dark blue line is leads generated via Facebook Messenger, and the light blue line is leads generated through the website. Over the course of the 10 month case study, both have a strong upward trend starting with 2 total leads in the first month and ending with 26 total leads in the last month. 

General Contractor Case Study 1 - Leads Generated by Source

Attributed Sales

This graph shows the attributed sales each month. In other words, this is the amount of sales each month from the leads we generated. Looks pretty good, right? The dotted line shows the average trend across the entire 10 month period, and the formula shows the average sales growth of $6,145.80 month over month.  

In total, our leads generated $323,150 in total sales in 10 months. 

General Contractor Case Study 1 - Attributed Sales

Do you like what you’re seeing so far?

We can help you implement the same strategy.

Get your free consult, and we’ll walk you through it step-by-step.

Key Takeaways

Social media is a free local audience

Your local customers are likely on Facebook, and if you’re not posting you’re missing out! It may take a couple months to see significant growth, but if you stick with it long enough, it will begin to generate leads.

Website and social media is the perfect pairing

These two strategies combined make the perfect pairing! You can see from the results that the month we published the website, social media reach increased. More importantly, the fact that we got almost 100 visitors to the website in the first month means we were generating interest with our Facebook posts. 

Why did Facebook reach increase when we decreased post frequency?

Audience fatigue is when your customers get tired of seeing the same messaging over and over again. It’s typically called ‘ad fatigue’ because ads hit each customer several times. This is the reason that ad copywriters have to come up with new ads every three to four weeks. In our case, it’s the same concept, but we’ll call it ‘content fatigue’. Since the groups we were posting in had significant membership overlap, part of the audience was seeing the same post three times every day (four times a day if they follow our page). They got tired of seeing the same content, and lost interest. So, cutting from 5 posts per week to 3 gave our audience a break and kept the ‘content fatigue’ at bay. Long story short, there is such a thing as too much, but don’t cut frequency just because it worked for us. Always experiment to see what works for you. 

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