What Volume of Leads Should Window and Door Companies Expect?


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Do you know what volume of leads your competitors are receiving? AdLuge is a tool used by many Window and Door companies to manage leads, and measure their online marketing effectiveness. We reviewed lead data from 17 Window and Door installers across the United states and Canada. Here are the average volume of leads received by online sources in August, 2013.

Organic/Search Engine Optimization: 43 leads per month

Search Engine Optimization (SEO) is often looked at as the most cost-effective method for generating leads for many industries. Considering that the average SEO monthly management fees can range anywhere between $500 to $2000 a month, this would place the average cost per lead from an organic source at anywhere between $11 to $44 per lead. Your cost-per-lead will depend largely on your SEO performance, and SEO budget.
The average Window and Door Company can expect to convert approximately 31% of their organic leads into clients.

Out of our own research, there are very few other mediums that offer such cost-effective results. However, paid search placements are often the exception.

Paid Search – Google Adwords: 66 leads per month

Google AdWords is without a doubt the most widely used and accepted paid search platform available. For Window and Door companies, it is also highly competitive. Other paid search platforms like Bing Ads may be able to gather lower cost per lead metrics, however the exposure opportunity is not comparable. With Google holding more than a 90% market share in the search engine industry, the exposure it provides is second to none. Bing on the other hand, may have less competition within your industry.
Using our own research data, we found that the average Google AdWords budget was
$2891 in August for Window and Door companies This budget provided an average of 66 leads at an average cost per lead (CPL) of just $43.80.

The average lawyer converted a little under 38% of their leads into clients from this source.

Note: Campaign performance can depend tremendously on targeting strategy.

Referral Sites: 23 leads per month

Referral sites can range from review sites, directories, social media sites like Facebook or Twitter, or affiliate/organization sites which have posted a link to your website. On average, a total of 23 leads per month came from these types of sites in August.

What’s important to consider is that a strong SEO strategy can significantly contribute to an increase in referral leads. Referral sites are often an extremely cost-effective method for gathering leads, however it’s important to ensure these referrals come from quality domains. Having many low quality referrals associated with your site can negatively impact your SEO performance. Having a professional manage these efforts for you can keep your links high quality and drive relevant traffic.

You can consider your SEO budget as an effort towards gaining referral leads in addition to organic leads.

Direct: 20 leads per month

Many things can affect the volume of leads a Window and Door company receives for any given month, especially seasonality. However, much of this can relate to traditional forms of advertising like print ads, radio, billboards, or magazines if any of those efforts are being done. A common practice is to setup tracked phone numbers that direct to your main phone number for the purposes of measuring the effectiveness of traditional media campaigns. We tend to attribute leads received from the ‘Direct’ source to public relations, offline campaigns, and brand and word of mouth success.

For August, Window and Door companies received an average of 20 direct leads as calculated in AdLuge.

Total Leads: 152 leads per month

AdLuge has shown us that based on 17 Window and Door Companies that use the platform, the volume of leads received by email and phone was 152 for August. In our experience, once you employ search engine marketing as part of the marketing mix, the biggest improvement area is often employing proper follow up procedures. Following up with a lead in a timely manner can often make the difference between a new sale and a missed opportunity.

The AdLuge Marketing Intelligence tool is a complete lead management and source measurement system. Whether you choose to use a tool like AdLuge for your search engine marketing, we recommend employing something that helps you keep track of your patient inquiries through an automated lead management system.

By: Mike Landry

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