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Content

204. Burning Money In Marketing With Emily & Helena

⏱️ 39:48 🎤 Will Blunt, Helena, Emily
AUDIO EPISODE
204. Burning Money In Marketing With Emily & Helena
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Chapters

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  • 0:00
    Marketing Challenges for Builders
    The hosts introduce the common issue of builders spending money on marketing without seeing adequate returns and set the stage for discussion with marketing experts.
  • 1:50
    Why Marketing Money is Wasted
    Helena and Emily explain that wasted marketing spend often stems from unclear KPIs, incorrect budget allocation, and focusing on branding over lead generation when growth is the priority.
  • 10:25
    Paid Advertising for Builders
    The guests detail effective paid advertising platforms like Meta (Facebook/Instagram) for intent creation and Google Search for direct inquiries, emphasizing their synergy.
  • 17:10
    Understanding Lead Costs & Quality
    Helena and Emily clarify that lead costs vary and focus on the importance of tracking 'qualified leads' and 'cost per qualified lead' rather than just raw lead numbers.
  • 22:44
    Responding to Leads Promptly
    The discussion highlights the critical role of quick follow-up and CRM systems in converting leads into contracts, stressing that builders must be proactive in their sales efforts.
  • 28:34
    Preparing to Hire an Agency
    The experts advise builders to have a basic understanding of marketing metrics, clear business goals, and a willingness to engage in the sales process before hiring a marketing agency.
  • 36:22
    Evaluating Agency Performance
    The hosts and guests discuss how to assess if an agency is truly serving the builder's best interests, focusing on reaching set KPIs and contributing to revenue growth, not just lead generation.
  • 42:55
    Setting Realistic Marketing Expectations
    Helena and Emily emphasize that marketing is a long-term investment, with leads typically appearing within weeks but significant results taking several months, depending on the project type.

Speakers

W
Will Blunt
Host
H
Helena
The Arrow Agency
E
Emily
The Arrow Agency

Key Takeaways

✦

Define clear KPIs and goals for your marketing efforts, ensuring they align with your business growth objectives to prevent wasted spend.

✦

Prioritize paid advertising on platforms like Meta (Facebook/Instagram) for brand exposure and Google Search for direct inquiries, as they offer targeted reach and measurable results.

✦

Understand key marketing metrics such as cost per lead and, more importantly, cost per qualified lead, to accurately assess your agency's performance and ROI.

✦

Implement a CRM system to track leads from generation to contract, enabling rapid follow-up and data-driven optimization of your sales process.

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Be prepared to act quickly on leads; immediate and persistent follow-up is crucial for converting inquiries into contracts.

✦

Before engaging an agency, develop a clear understanding of your ideal client, your unique value proposition, and your business's values to effectively guide their efforts.

✦

Choose a marketing agency with proven experience in the building industry and ask for concrete examples of their results for other builders.

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