Lead Generators versus Mailing Lists

Lead Generators versus Mailing Lists

Most movers have, at some point, used lead providers to generate work. There are many to choose from and it can be difficult to know how effective they are without close monitoring. This usually means it can cost a mover hundreds of pounds before they can tell if the campaign is working.

A different strategy is to send brochures, leaflets or letters to properties that are on the market. This direct marketing approach has its benefits and puts more control in the hands of the mover.

Lead Providers will generally send the same lead to several different movers and leave them to battle it out. This often, (but not always) means competing on price. As the general public has very little knowledge of how the removals industry works, they take some convincing that the cheapest is not always the best option.

This can be a problem for any mover with a lot of local competition and is not helped by how the lead sites market to the public. If the lead site makes promises like, “Average savings are over £500 and you could save up to 70% off the price of your move”, (comparemymove.com) or “Save up to 40% on your move”, (getamover.co.uk) it is likely that the customer will be focused on price.

Not all lead providers take this approach. Reallymoving.com steers away from price comparison and prefers statements like, “Credit checked, fully insured companies”.

Before signing up to a lead generator, it is worth checking how they market their site. This will give you an idea of the customers’ expectations.

Mailing Lists take more effort from the mover, but offer more opportunity to get the marketing message across, without starting a price war.

Sending your marketing material directly to a potential customer allows you to start off on the right foot. Rather than having to convince them that the cheapest isn’t necessarily the best, you can get straight to how good your company is and why the customer should use you.

TwentyCi allows movers to target specific postcode areas, property sizes and phases of selling, which means you can finely tune your marketing for best results. If you don’t already have marketing materials, you can either send an introductory letter, or TwentyCi will help you to produce full colour cards or leaflets.

Whether you choose mailing lists, lead providers or both, it’s prudent to monitor expenditure and results.

Mover of the Month

The results are in for January 2016 AIM Mover of the Month.

1st – All Moves UK Ltd
2nd – Bristol House Removals
3rd – Isis Relocations

Congratulations and keep those review cards coming in.

Training

Our Fine China & Fragile Packing course, (next week in Thetford) has had a great response. We look forward to sharing feedback in the next newsletter.
We are now arranging an Export Packing course to be held in Twickenham. The date will be announced soon.

If you are interested in attending, or would like to provide a venue for future training, please contact Scott Rust on 0208 892 0369.