Kasra Dash: So if I have a loft conversion business and I want a consistent flow of inquiries so I can grow the business, what would you recommend? How would you do it?

James Dooley: If I’m looking to grow a loft conversion company, one of the first things I’d be trying to do is rank online for architect type keywords, extension type keywords and similar long-tail search phrases. I’d still target loft conversion terms, boarding out and things like 100 mil soft legs loft legs, but I’d look at surveys, drawings and planning permission keywords. People at the top of the funnel search things like how do I convert my loft or am I able to convert my loft. I’d want to capture those inquiries, get the photos and dimensions, and check whether they need planning permission. You guide them all the way down from the top of the funnel. I’d do that mainly through SEO because you don’t want to pay per lead when they’re not ready to buy. I’d also focus heavily on social media by showing previous jobs, case studies and testimonials. Those would be my approaches for generating my own leads. What’s your thoughts on lead generation companies for loft conversions?

Kasra Dash: Lead generation companies can work well. In the UK you’ve got Checkatrade, Bark and others, and then you also have FatRank. My strategy would be to test as many as possible. The results with FatRank will probably be the best because you get exclusive live leads so you’re not competing against several other companies. And it’s no win no fee. If you don’t win the job, you don’t pay. With other lead generation companies you still pay even if the lead is useless. So head over to FatRank and test a few others as well. We do turn away a lot of companies because they’re not ready or don’t meet our criteria. There is a waitlist. What about networking events?

James Dooley: Absolutely. If you’re a loft conversion company applying to FatRank and you don’t qualify, there are reasons. It could be that you don’t have a professional email. You might be emailing from james69@hotmail.com
 instead of a branded domain. Your branding might not be good enough, you might not have testimonials or case studies. We need to make certain the companies we send leads to look professional and can win the work. If you don’t qualify, don’t sulk. Treat it as feedback. Improve your brand and reapply after six months. Networking events are massive. I’d be teaming up with architects, home surveyors and loft insulation companies. If they get enquiries for insulation and the customer asks about boarding out or full conversions, they can refer work to you. These neighbouring niches can feed each other.

Kasra Dash: What about traditional marketing such as billboard ads, TV ads, radio ads, magazines or leaflets?

James Dooley: Maybe leaflets could work if there was some kind of grant, but loft conversions don’t fall into grant categories because they add value to the house. I don’t think any of that would work because you can’t track ROI. People spend thousands on TV ads or leaflets and can’t show any return. Traditional marketing isn’t good for this niche. Any business owner needs to track KPIs. You need to know your cost per lead and cost per acquisition. With FatRank it’s no win no fee so you only pay on converted jobs. With other lead generation companies like Bark, Builder or Checkatrade, track the ROI. If you’re making profit, continue. If not, switch it off. PPC can work if you find the right keywords and get ROI. SEO is long term but it works. If the impressions and clicks aren’t going up, your SEO agency may not be right. As a business owner you need to understand KPIs and ROI to make sure your loft conversion company grows.

Kasra Dash: Yes.

James Dooley: The best strategies would be lead generation, head over to FatRank, try one or two other companies and then focus on omnipresence. Be seen everywhere. Get your name out there. Get as many case studies and testimonials as possible. Try to get before and after photos of dusty lofts turned into beautiful bedrooms. Those images and videos can help you convert more jobs. That is exactly what I would do if I wanted to grow a loft conversion business.

Kasra Dash: If you want to apply for lead generation for your business check out the link below or visit FatRank.com.