It’s essential to establish trust, credibility, and have a consistent flow of clients by generating land survey leads. For a new land surveyor, this is not an easy task. Strategy-driven marketing is essential to the generation of these leads and the success of the entire process.
To market your land surveying company successfully, you need to focus on the professional expertise of your firm. Next, find the best way that potential customers can use to find your services.
Land surveyors offer many services, as you probably know some of them. The list comprises topographic and boundary surveys, construction surveys, topographic surveys, land surveying, and we continue from here.
Prospective clients expect you to offer excellent customer service throughout the entire process.
Your customer service will determine if your business is long-term or short-term.
The way you market your brand will determine the number of sales-qualified leads you generate, and this is why you need to make well-thought decisions about how to approach the process.
This article will shed some light on generating leads for your land survey business. You will discover that the process is not complicated as long as you use the right marketing strategy and know-how to boost your lead scoring without going too overboard.
Tell Your Story to the Audience
First, you need to understand your brand. It includes your values, priorities, and unique delivery style in relation to the other land surveyors.
Ask yourself the question: What motivated you to start a land survey business? Maybe you had difficulty finding a qualified land surveyor as a client yourself, or you were tired of working for someone else.
When you define what drove you here, you need to let others know. This personal touch draws people to your services. Once you tell your story, you won’t find it hard to get the required leads constantly.
Customer Needs Matter Most
Before you take any action, make sure to fine-tune the marketing campaign to target your potential customers. Reverse sales psychology encourages your potential clients to speak first, listen carefully and clarify any misunderstandings.
This initiative will allow you to tailor your marketing messages to their needs. When following and tracking your efforts will help you know whether you are meeting the needs of your audience or not.
Your company’s service has to address the unique needs of your potential clients.
Marketing precedes selling. Being a great listener will enable you to communicate in your customers’ language.
Your ability to listen to their needs will increase your attention and ultimately lead to more qualified leads and contracts.
Market Emphasis Is Crucial
Your company should emphasize the market segment where you have the most expertise. For instance, you might want to concentrate your marketing efforts on topographic and ALTA surveys.
You can reduce marketing campaigns for boundary surveying or lot surveys if your company has trouble making money. Your company can increase its revenue by focusing on its excellence in the top-performing segment and showing that your firm offers better service than its competition.
Real Estate Partnerships
Partner with the largest real estate agencies in your region to create a mutually beneficial partnership. A graphic designer will help you create a brochure that showcases the expertise and services of your business, for example.
Matching business cards should feature similar graphic elements and colors. Ask the owners of real estate agencies for permission to present a brief land surveying program at their next sales meeting.
The presentation should be concise and will benefit real estate professionals. You can reinforce your initial contact by sending out land surveying tips via email and social media platforms.
I made a handout on the Public Land Survey System at meetings and other events. This handout is still in use after 20 years and remains one of the best lead generation strategies.
Adding an extra here, meet with top real estate lawyers in your area. Many clients ask them for recommendations for a surveyor.
When an attorney calls, don’t be distracted and offer your assistance. Their paralegals can also increase your marketing qualified leads.
Offer Expert Advice
Write a column about land surveying for your local newspaper. You can also adapt these articles to your website.
But to make this work, you and your sales reps should know the industry trends to keep up with the advice that will work for your prospects.
You should include lead information about surveying and the various applications of land surveys. To be included in the column, create a brief business profile with contact information.
While you won’t likely get paid for this, a consistent print presence will establish your company’s credibility and keep your name front and center in the minds of the public. This effort will help to improve lead quality and attract future business.
Participation in a regional garden and home show is an option you have at your disposal. These events always occur at the city’s convention center or another exhibition hall.
Contact the Chamber of Commerce and the newspaper’s Marketing Department for more information. Ask for a booth space close to land developers and real estate agents.
To attract potential customers and businesses, distribute your brochure. Your sales teams can donate a service-oriented door prize for the event and make a prospect mailing list using the entries.
Make Good Use of Presentations
Speaking at conferences, training seminars, and company meetings (realty, legal, or home-builders) are examples of presentations. Practice in smaller groups if you are uncomfortable speaking in front of people.
It will be easier to present it if you only create one. Then develop your next one and continue moving from there. Slowly but surely.
During these sessions, talk about boundary surveys, elevation surveys, writing legal descriptions, and stormwater inspections.
Branding for Your Land Survey Company
It’s all about being visible in your community. Start by putting up signs on your vehicles.
Branding is about having your logo and business name printed on everything you can.
A professional graphic designer can create a memorable logo that your company will remember. Pick the most appealing colors.
Place your ads on all possible places, such as your cars, people, office buildings, and job sites. Even printed t-shirts and distributed them to kids at local recreational programs.
They were everywhere I went, even on people I had never met. All employees should wear these as well.
Signage on job sites is a great way to brand. You can put up as large a sign as you want if the project is on a busy street. If the sign is good, you can move it to the next sales project within a few months if it is well done.
Everything we have discussed so far has been about interruption-based marketing, and not everything is about it. You also need to ensure that your audience can find you with much ease.
Most people will search for you using a Search Engine such as Google. Therefore, you have to be careful while creating your website and marketing campaign and focus on making the process comfortable for them.
With the right online presence, you have a greater chance of being found on Google’s first page in the Top Five places.
It gives you a better chance of getting a phone call or a visit to the website. It will also help you generate the best sales-qualified leads.
Cross-Promote and Collaborate
There are many platforms available today. Find out where your ideal clientele is participating and which platform you would prefer to use for your work.
Transform what you know about your clients into your best insights for these forums. It means that you will need to pay a close look at your sales pipeline.
A 75% chance to give valuable insight without asking for a “click” or purchase is a great strategy to draw a wider audience. The remaining 25% should link an article you wrote to your website, landing pages, or any other URL that you wish your customers to see.
Cross-promotion also includes reposting information you find valuable and shared by your peers and followers. Collaboration is another component for enhancing your lead generation campaign. You can agree to promote any posts or events offered by individuals or organizations.
They must align with your values and priorities. Consistency is crucial to your lead generation strategy.
Collaboration and cross-promotion of content can exponentially increase your marketing efforts instead of working at a single level.
Optimize Your Website
There are so many techniques that you can use to optimize your website. Before you start, it’s vital that you benchmark your current level of lead generation.
It will allow you to track your progress and identify areas where you need to improve. You may come to realize that some pages are great lead generators.
Start by analyzing where most of your traffic and outreach is coming from. These are the most common places that a land survey business may get visitors:
- Email Marketing: Traffic may come from users clicking through from an email you send.
- Social Media: it gets users who participate in campaigns through one of your social media accounts.
- Live Chat: they can come from users who contact your customer service team via a live chat window located on your website.
- Blog Posts: These posts can help you drive relevant traffic to your website as you provide valuable info.
Once you have identified where your leads are coming from, you will want to ensure that the landing pages provide all possible information to encourage a visitor to take an interest.
If, for example, your analytics shows that most potential leads click on inbound links from your Facebook page to visit your website, you should update the pages they are visiting with content that engages them with your website.
Add longer-form content to your most popular pages so that people can access them via forms that request their contact information.
Measure How Each Lead Generator Performs
Web Grader allows you to evaluate the contribution of each lead generator to your business. It provides feedback and suggestions on how to improve your content marketing.
It is possible to compare landing pages that do well and those that don’t. Let’s take, for example, 1,000 people visit Landing Page A. 10 of them fill out the form, and convert into leads.
Landing Page A would have a 1% conversion ratio. Let’s suppose you have another landing site, Landing Page B. This page receives 50 visitors and converts them into leads for every 1,000 visits.
This initiative would give you a conversion rate of 5%. That is much better.
Next, you might analyze how Landing Page A differs from Page B and optimize Landing Page A accordingly.
You could also run internal reports. To determine which offers are most successful, evaluate landing page visits, CTA Clicks, and thank you page shares. It will also guide you through creating content for your website.
Optimize All Steps in the Lead Generation Process
You have to be extremely careful about linking your landing pages. To capitalize upon visitors’ interest in a specific subject, make sure your offers are relevant to the page they are on.
You can learn about the visitor’s conversion path when they land on your site. The journey begins when a visitor arrives at your website and ends with them filling out a form and becoming a qualified lead.
Sometimes, however, a visitor’s journey doesn’t lead to the desired destination. You can optimize your conversion path in these cases. Therefore, you cannot overlook search engine optimization and expect to attract even one sales-qualified lead.
The Thank You Pages
Talking about landing pages, there’s something to consider in specific: the ‘thank you one.
Landing pages are often the most loved in lead generation. The thank-you page is where visitors are directed after completing a form on the landing pages. It will help you convert them into leads with much ease.
On your “thank you” page, make sure to show how grateful you are and include a link to allow your new lead to download the offer. You can have social sharing buttons or a form to receive a related product or service.
After a visitor converts to a lead and their information is entered into your database, you have the option to send them a kickback email. You can send them a “thank you” email.
A HubSpot study comparing engagement rates for thank-you emails to thank-you messages found that kickback emails doubled open and click-through rates for standard marketing emails.
Set Up a Simple CTA On Your Homepage
The CTA is what keeps people’s attention. Your homepage’s design should be what grabs their attention. However, never force your visitors to view the most complicated or lengthy content you have.
Your homepage should be at the top of your marketing funnel. It should offer either a free trial or a subscription to a regular campaign such as a newsletter.
Include one of these CTAs at the top of your website.
Subscribe to the Updates
Consumers want their browsing experience as seamless as their purchasing experience since they are often not ready to buy when they first visit your site.
Invite them to sign up for an email newsletter that informs them about industry trends and updates. It will help you to teach them about yourself.
To gauge interest and turn them into qualified marketing leads (MQLs), follow up with those who have signed up to the mailing list.
Set Up a Blog
Blog content can help you build the page authority necessary to rank your website high on Google.
Google organic visitors are more likely to find solutions to problems you can solve, making your lead generation very valuable.
First, do keyword research on a topic relevant to your industry. You can then create a series of blog posts about this topic. From here, create a report on the subject.
This report should be packaged into a PDF file that blog readers can access using their email address, name, and company.
Use the three-part conversion path described above to email each person the downloaded resource. Follow up with them via a kickback email to keep each lead interested in the content.
Create A Live Chat Feature for Your Website
Not only are they becoming more sophisticated, but so is the expectation that live chats can be used to learn about potential vendors. You could be missing a significant lead source.
Live chat can help you generate leads. Audit your website to find out which pages are most visited. If you have the right development resources, install live chats on pages that customers most need information or assistance. It allows you to collect valuable information and answer their questions while casually collecting data.
Depending on who initiates the chat, the sales qualified team can integrate customer service into your live chat. It will ensure that every visitor to your website is addressed regardless of where they are in the conversation.
Personalize your CTAs
Dynamic content allows you to tailor the user experience on your website to each visitor.
Visitors to your website will find images, buttons, and product options tailored to their interests, previous purchases, or pages they have viewed.
Even better, personalized calls to action convert 42% more visitors than standard calls-to-actions. Dynamic content and personalization on the page can help you generate leads.
Test, Test, Test!
This step is an integral part of the process.
Your click-through rates can be improved by A/B testing. Friendbuy conducted an A/B test of their calls-to-action and found a 211% increase in click-throughs to those CTAs.
Simple things like testing the wording of your CTA or the layout of your landing pages can make a big difference.
Nurture Your Leads
Don’t expect a lead to become a customer suddenly. Your nurturing efforts are the best way to nurture leads. To ensure that leads don’t forget you, place them in a workflow after completing a form on your landing pages.
Then, deliver valuable content that matches their interests. Start lead nurturing with relevant follow-up emails, which include great content. Learn a lot about your prospects and tailor future emails accordingly.
This email provides the recipient with great content and guides them through the sales funnel. It also gets straight to the point.
Forrester Research shows that companies who nurture their leads can see 50% more ready-to-sell leads than those who don’t, at the cost of 33% less.
These are practical tips for anyone who wants to attract more land survey leads. As you have read above, attracting prospects involves using online and offline strategies.
Your role here is to choose what works best for your prospective and existing customers. To use social media sites, you have to look for the places where your clients spend most of their time.
The marketing approach that you take will determine the lead quality.
You cannot talk of lead conversion unless you have the right strategies in place. I have recommended the best strategies for lead nurturing in this article. It will help you develop high-quality leads that your sales team can easily convert into buyers.
The Local Lead Generation Process for Your Land Survey Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My Land Survey Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic Land Survey Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.