Businesses spend a lot of money trying to get someone’s attention.<\/p>\n\n\n\n
Ads.<\/p>\n\n\n\n
SEO.<\/p>\n\n\n\n
Social media.<\/p>\n\n\n\n
Direct mail.<\/p>\n\n\n\n
Lead services.<\/p>\n\n\n\n
Website development.<\/p>\n\n\n\n
The goal is usually the same: get a potential customer to raise their hand.<\/p>\n\n\n\n
Then something strange happens.<\/p>\n\n\n\n
The lead comes in, doesn’t buy immediately, and eventually disappears into a spreadsheet, inbox or CRM.<\/p>\n\n\n\n
Meanwhile, the business keeps spending money looking for the next lead.<\/p>\n\n\n\n
Think about what it took to generate that lead in the first place.<\/p>\n\n\n\n
Maybe they clicked a paid ad.<\/p>\n\n\n\n
Maybe they found you through Google after months of SEO work.<\/p>\n\n\n\n
Maybe they responded to a mailer.<\/p>\n\n\n\n
However they arrived, your business invested something to get them there.<\/p>\n\n\n\n
Money. Time. Staff. Marketing.<\/p>\n\n\n\n
If that person doesn’t immediately become a customer, that investment doesn’t suddenly become worthless.<\/p>\n\n\n\n
But that’s often how businesses treat it.<\/p>\n\n\n\n
The lead gets labeled “not sold,” and everyone moves on.<\/p>\n\n\n\n
Home service purchases aren’t always impulsive.<\/p>\n\n\n\n
A homeowner might know the roof needs replaced but decide to wait until spring.<\/p>\n\n\n\n
They might get an HVAC estimate in September and try to squeeze one more winter out of the furnace.<\/p>\n\n\n\n
They might postpone a plumbing project until after the holidays.<\/p>\n\n\n\n
Sometimes the timing simply isn’t right.<\/p>\n\n\n\n
That doesn’t make them a bad lead.<\/p>\n\n\n\n
It makes them a future opportunity.<\/p>\n\n\n\n
The problem is that six months later, when they’re finally ready, they may not remember who gave them the estimate.<\/p>\n\n\n\n
But they’ll remember the company that stayed in touch.<\/p>\n\n\n\n
Pull up every estimate your company sent during the last six or twelve months that didn’t turn into a job.<\/p>\n\n\n\n
How many are sitting there?<\/p>\n\n\n\n
Ten?<\/p>\n\n\n\n
Fifty?<\/p>\n\n\n\n
Two hundred?<\/p>\n\n\n\n
Those aren’t just lost sales.<\/p>\n\n\n\n
They’re people who already demonstrated enough interest in your business to request pricing.<\/p>\n\n\n\n
That’s a very different audience from someone seeing your company for the first time.<\/p>\n\n\n\n
Before spending more money finding strangers, there may be opportunities sitting inside your existing database.<\/p>\n\n\n\n
The same thing happens after a job is completed.<\/p>\n\n\n\n
Invoice paid.<\/p>\n\n\n\n
Job closed.<\/p>\n\n\n\n
Next customer.<\/p>\n\n\n\n
But a completed job shouldn’t necessarily be the end of the customer journey.<\/p>\n\n\n\n
A happy customer can leave a review.<\/p>\n\n\n\n
They can recommend you to a neighbor.<\/p>\n\n\n\n
They can call again when they need another service.<\/p>\n\n\n\n
They can remember your company when someone asks for a recommendation six months from now.<\/p>\n\n\n\n
But those things don’t always happen automatically.<\/p>\n\n\n\n
Sometimes you have to ask.<\/p>\n\n\n\n
This is where the math around marketing starts to change.<\/p>\n\n\n\n
Imagine one lead becomes a $7,500 job.<\/p>\n\n\n\n
Great.<\/p>\n\n\n\n
Then that customer leaves a five-star Google review.<\/p>\n\n\n\n
A neighbor sees your truck and asks about the work.<\/p>\n\n\n\n
The homeowner recommends you.<\/p>\n\n\n\n
That neighbor becomes another customer.<\/p>\n\n\n\n
A year later, the original customer calls you for another project.<\/p>\n\n\n\n
That original lead didn’t create one transaction.<\/p>\n\n\n\n
It created a chain of value.<\/p>\n\n\n\n
That’s why looking only at the first sale can dramatically underestimate what a customer is worth to the business.<\/p>\n\n\n\n
At Full Scope Marketing, the Customer Revenue Journey doesn’t stop at Convert<\/strong>.<\/p>\n\n\n\n It continues:<\/p>\n\n\n\n Attract. Capture. Convert. Retain. Multiply.<\/strong><\/p>\n\n\n\n Retain the relationship you’ve already invested in.<\/p>\n\n\n\n Multiply its value through reviews, referrals, repeat business and neighborhood growth.<\/p>\n\n\n\n Those final two stages are easy to overlook because they’re not as flashy as generating new leads.<\/p>\n\n\n\n But they can be incredibly valuable.<\/p>\n\n\n\n You’ve already done the expensive part.<\/p>\n\n\n\n You’ve earned the customer’s attention and trust.<\/p>\n\n\n\n Growth doesn’t always require finding more people.<\/p>\n\n\n\n Sometimes it means doing more with the opportunities you’ve already created.<\/p>\n\n\n\n Follow up with the estimate that went quiet.<\/p>\n\n\n\n Reconnect with the homeowner who said, “Maybe next spring.”<\/p>\n\n\n\n Ask your happy customers for reviews.<\/p>\n\n\n\n Stay visible after the job is finished.<\/p>\n\n\n\n Make referrals part of the process instead of something you hope happens.<\/p>\n\n\n\n Your next sale may not be hiding inside your next advertising campaign.<\/p>\n\n\n\n It might already be sitting in your database.<\/strong><\/p>\n\n\n\n Generating a lead creates an opportunity.<\/p>\n\n\n\n What your business does with that opportunity determines its value.<\/p>\n\n\n\n And when you build a system that follows the customer beyond the first inquiry and even beyond the first sale, marketing becomes much more than a way to generate names and phone numbers.<\/p>\n\n\n\n It becomes a system for creating revenue.<\/p>\n\n\n\n Marketing is only the beginning.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Businesses spend a lot of money trying to get someone’s attention. Ads. SEO. Social media. Direct mail. Lead services. Website development. The goal is usually the same: get a potential customer to raise their hand. Then something strange happens. The lead comes in, doesn’t buy immediately, and eventually disappears into a spreadsheet, inbox or CRM. […]<\/p>\n","protected":false},"author":2,"featured_media":37,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-35","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/posts\/35","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/morethanalead.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=35"}],"version-history":[{"count":1,"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/posts\/35\/revisions"}],"predecessor-version":[{"id":38,"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/posts\/35\/revisions\/38"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/morethanalead.com\/index.php?rest_route=\/wp\/v2\/media\/37"}],"wp:attachment":[{"href":"https:\/\/morethanalead.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=35"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/morethanalead.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=35"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/morethanalead.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=35"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Before You Chase the Next Lead, Look Back<\/h3>\n\n\n\n
Marketing Is Only the Beginning<\/h3>\n\n\n\n