This week on The Home Builder Digital Marketing Podcast, Logan Shinholser of Contractor Growth Network joins Greg and Kevin to discuss how home builders can generate more quality referral leads online.
Referrals are such an important part of driving quality leads because of the trust element they carry. Logan says,
“…they’re talking to somebody that lives in that home that they’re good friends with. So, there’s a whole trust component of I actually trust that the person that I’m asking these questions about, how was it working with them, what was the process like, I actually believe them.
However, before trust comes into play, home builders must understand how to ignite customer enthusiasm. Logan explains,
“Before we sell trust, we have to sell excitement. Trust comes afterward. But nobody’s going to buy unless they’re in a very high emotional state. And it’s different for different industries. So, home building, remodeling, anything that’s not an emergency service, nobody just wakes up and goes, ah, this is just such a bland kitchen. I got 100 grand sitting in the bank. I got to do something with it today, it might as well be the kitchen. It doesn’t work like that.”
Once the excitement has been established home builders can focus on developing the trust component. Logan says,
“And from that, then we can go into the trust-building stuff of, hey, this is how long we’ve been in business. This is our process. This is what our warranty looks like. This is why we do design build, all that stuff. But none of it matters if they are not excited to actually do whatever the project is in the first place. So, that’s the big educational piece that we have to do up front.”
Listen to this week’s episode to learn more about how home builders can create better referral leads online.
About the Guest:
Logan is the President of CGN, a distinguished marketing agency specializing in digital marketing and branding for design-focused construction companies. As the owner of an Inc 5000 fastest-growing company, Logan leverages his expertise to effectively enhance firms’ digital presence. A former D1 Collegiate All-American athlete, Logan brings a unique blend of discipline and creativity to the industry. He speaks extensively on storytelling and digital marketing best practices, helping design-focused construction companies transition from overlooked to booked with lucrative projects.