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Owned and Operated Growth

#175 – Find The BEST Leads: Modernize VP of Marketing Jamie Smith Breaks Down the Secret to Success

📅 March 6, 2025 ⏱️ 56:14 🎤 Jamie Smith

Chapters

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  • 0:00
    Modernize Overview
    The episode begins with an introduction to Modernize, highlighting its role in generating direct inbound calls for home improvement and its specialization in harder-to-find leads for specific services like water heater replacements and water damage restoration.
  • 1:53
    Jamie's Background & Modernize
    Jamie Smith introduces herself, sharing her eight years of experience in home services marketing and technology consulting, and provides a background on Modernize's almost 20-year history, its acquisition by QuinStreet, and its mission to connect consumers with service professionals.
  • 4:29
    Lead Generation Evolution
    Jamie explains how Modernize finds leads, detailing the shift in consumer search behavior from traditional SEO (Google) to emerging platforms like TikTok, Instagram, and even AI queries, and how they partner with major distribution channels to educate and connect consumers with contractors.
  • 11:22
    Modernize's Ad Spend & Data
    The discussion delves into Modernize's significant monthly advertising spend, emphasizing their commitment to investing in the right media and their reliance on performance data from contractors to optimize lead quality and ensure successful partnerships.
  • 18:03
    Partnering for Success
    Jamie addresses the negative perception of lead aggregators, advocating for a 'lead partner' approach where contractors share performance data, allowing Modernize to refine campaigns, adapt to changing consumer trends, and expand services or geographic coverage effectively.
  • 24:35
    Plumbing & Future Growth
    Jamie discusses the recent launch of plumbing services, highlighting the challenges of urgent trades and the need for clearer consumer requests, while also sharing the successes in expanding media sources and preparing for the launch of electrical services.
  • 29:42
    Consumer Expectations & Marketing
    The conversation concludes with an emphasis on the constantly changing consumer expectations, requiring contractors to engage across multiple platforms and providing insights into how Modernize helps navigate these complexities and supports businesses in their marketing efforts.

Speakers

J
Jamie Smith
VP of Marketing

Key Takeaways

✦

Share performance data with your lead partners (e.g., booking, demo, and close rates) to help them optimize lead quality and target better opportunities for your business.

✦

Prioritize speed-to-lead and efficient follow-up; lead partners like Modernize analyze real-time appointment setting data and react quickly to changes, so a fast response from your team is crucial for success.

✦

Be open to experimenting with expanding your service hours or days of operation (e.g., weekends) to capture more leads, as consumer demand can vary greatly outside traditional business hours.

✦

Consider expanding your service area (DMAs or zip codes) strategically, utilizing data from lead partners to identify high-potential growth areas and project potential lead volume.

✦

Recognize the evolving landscape of lead generation beyond traditional SEO; explore new channels like social media (TikTok, Instagram), AI search, and newsletter networks where consumers are increasingly looking for services.

✦

Understand that different service types may have varying lead values; work with partners who can segment leads based on project scope (e.g., water heater vs. general plumbing) to optimize your budget and focus on higher-ticket opportunities.

✦

Embrace a consultative partnership approach with your lead sources, viewing them as an extension of your marketing team, and leverage their insights into consumer trends and media optimization.

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