To market your company successfully and get the best land surveyor leads, you should focus on your professional expertise. You also need to determine the best way to publicize your service, so your efforts don’t go to waste.
However, we know this is your main problem: land surveyors offer many services, and there is always confusion about how you, as a surveyor, should market them.
The list comprises construction surveys, topographic and boundary surveys, land surveying, subdivisions and elevation surveys, ALTA surveys, and many others like scanning and drone—yet again—surveys.
What you must keep in mind for your strategy with it is that any prospective lead will expect you to offer excellent customer service throughout the lead generation process.
Your customer service level will decide if your business is long-term or short-term.
Through various marketing campaigns, the land surveying company will grow its market share by consistently emphasizing these goals (expertise, customer service).
When this is settled, start working on marketing ideas and lead generation strategies that include building a website, getting reviews, and working with your business principles.
You can take notes of the strategies we will share as they include the general yet crucial ones for any land surveyor.
Tell Your Brand’s Story
First, you need to understand your brand well and when done, make sure to let others know about it.
The process includes your values and priorities and your unique delivery style compared to the other land surveyors in the region. It shows how you build your brand, which will become, of course, your image for the rest of your life.
To determine your story or just come up with a way to tell it to others, ask yourself the following question:
- What motivated you to begin your business?
- What challenges did you face to start it?
- Is there anyone who supported you during your journey or continues to do so?
Don’t be scared of getting a bit more personal and give everything a great touch.
Never Overlook Customer Care
Before you take any action, be keen to fine-tune the marketing campaign to potential leads.
Reverse sales psychology encourages your potential prospects to speak first, listen carefully and clarify any misunderstandings.
This step will enable you to tailor your marketing messages to their needs. Marketing precedes selling in the entire sales pipeline. Customer care is what will help you convert leads into buying customers or get leads in the first place.
Being a great listener will allow you to communicate in your customers’ language. To add to this, your ability to listen to your client’s needs will increase your attention and ultimately lead to more contracts.
Most surveyors and companies overlook this. It tends to be a grave mistake as they’re risking their reputation and losing leads just because they didn’t take the time to pay attention to what matters: people.
Do People Talk About Your Company?
Good word-of-mouth communication is the grassroots movement for a more dynamic lead generation campaign and branding.
You can track which online posts are most popular to gain more insight and capitalize on the most talked-about topics.
When your existing customers talk about your brand most of the time, they become your brand evangelists. Word-of-mouth advertisement will bring in more leads that you can transform into buying customers with much ease.
Work on Strategic Partnerships
Some business partnerships produce more success than others, but you can be the one that gets more if you play it correctly.
Businesses or freelancers offering complementary solutions to the same target market are successful strategic business partnerships.
You can use co-branding or co-marketing to build your email lists and fill your sales pipelines simultaneously by getting exposure to each other’s audiences.
Shop around for partnerships that work best for the land surveyor business and integrate them into your sales funnel.
Of course, this is easier said than done as most competitors don’t want to be partnered with others in the niche, but you don’t have to lose here as everything is a giving and taking.
Besides, you should focus on those related to your industry, not your direct competitors.
Sponsorships Are Hard to Find But Amazing When You Can
Sponsorships of events and teams are proven ways to raise the profile of land surveyors’ businesses.
Those sponsorships that work well create relationships with customers and will be a great source of leads for you.
On the other hand, ineffective ones can alienate customers and drain your marketing budget.
It is essential to match your event sponsorship to potential land survey customers. There is no way you will fail to attract even one quality lead if you make good use of the programs and plan everything before you take action.
If the event attracts negative publicity, you should be ready to withdraw your sponsorship and don’t hesitate to be firm about your decision.
The secret here is sticking to business partnerships that will add much value to your business, not the opposite.
Improving Customer Loyalty
Customer loyalty is the basis of business growth.
You can encourage loyalty by offering incentives to customers and rewarding them for repeat businesses.
Online channels can often help create innovative customer loyalty programs and work on the previous idea to make it happen.
Look for the various loyalty programs and identify those that best serve your target audience. Once you have a large base, you will stop struggling with lead generation in its majority.
Real Estate Partnerships Work for Your
We know we talked about partnerships not long ago, but if there’s one we need to cover in specific, that’s the one involving real estate.
Partnering with the largest real estate firms in your area to create a mutually beneficial partnership relationship is of great importance as they usually bring qualified leads, not random ones that aren’t usually interested in your services.
For this partnership, make sure to have a graphic design professional that will help you create a brochure that showcases the services and expertise of your land surveying company.
Matching business cards must feature similar colors and graphic elements with the partner or come up with similar ideas, so you both get the best out of this “society” you’ve built.
Ask the real estate agency business owners for permission to present a brief land surveying script at their next marketing or sales meeting.
This presentation should be concise and of great benefit to real estate professionals. You may reinforce your initial contact by sending out land surveying tips via email and social media.
To give out at meetings and other events, you can make a handout on the Public Land Survey System. This handout can still be in use even after two decades.
Also, meet with top real estate lawyers in your area. Clients often ask them to recommend a surveyor that is reliable and affordable—so you want to aim for the latter as well.
Whenever an attorney calls, don’t be distracted and offer your assistance.
Their paralegals are part of this crucial process. You cannot overlook these people if you are serious about attracting prospects and marketing qualified leads.
The prospective customers that they recommend are already in need of your services. Therefore, it will take you a short period to transform these prospects into clients.
Collaborate & Cross-Promote
There are several platforms available nowadays. Find out where your ideal prospects are participating and which platform you would prefer to get them on.
Transform what you already know about your customers into your best insights for these forums.
25% of your posts should link to your website, landing pages or an article of your survey firm, or any other URL that you wish your customers to visit.
Cross-promotion also entails reposting information you find valuable, and your peers and followers have shared that.
Collaboration is another component. You can agree to advertise any events or posts offered by organizations or individuals. They must align with your business priorities and values.
Consistency is critical whenever you are thinking about cross-promotion or collaboration.
Your land surveying services will be more popular if you draw attention to multiple audiences. Get to learn where to find sales-qualified leads and take your time on those platforms to make the strategy work.
Provide Professional Guidance
Write a column about land surveying for your local newspaper. You may also adapt these articles to your website.
You should include information about land surveying and the various applications of this professional field. Create a concise business profile with contact information and have it in the column.
Although you won’t likely receive payment for this effort, a consistent print presence can establish your brand’s credibility and keep your company name front and center in the public’s minds.
It will hopefully lead to future business for your land surveying company.
Presentations to Show Off Your Services
Speaking at training seminars, conferences, and company meetings (realty, legal, or home-builders) are perfect examples of professional presentations. Practice with small groups if you are uncomfortable speaking in front of a crowd.
It will be easier to make a presentation if you only create one before developing the next one. Talks on boundary surveys, elevation surveys, writing legal descriptions, and stormwater inspections can help you generate leads.
Construction surveying, ALTA surveys, and perk testing are other great topics to help generate land surveyor leads. Each of these will allow you to meet new people and result in new work for your land survey company.
Some of the topics that you create can last you for several decades. The secret is creating content that your target audience will find highly valuable, especially if you wish to get new leads.
Just make sure everything is valuable, and although you will be offering your services, don’t make the entire presentation about them.
Keep Branding in Mind
Branding is all about being visible in your local community. Start by putting up signs on your company vehicles.
A graphic design professional can create a memorable logo that your company will remember forever, or more like your clients will remember. Pick the most appealing colors for it or make suggestions based on what works in the short and long term.
Your ads should be in all possible places as well, such as your cars, people, office buildings, and job sites. Also, print t-shirts and distribute them in local areas during events or special occasions.
Signage on job sites is an excellent way to brand your land survey company. You can put up a significant sign if the project is adjacent to a busy street. An awesome publicity post can be moved to the next task within a few months if it is well done.
Everything we have discussed so far has been about interruption-based marketing. You need to ensure that you are easily visible to anyone looking for land surveyor services.
This process will require most people to search for you using a Search Engine such as Google. This is why paying attention to each of them will be crucial for optimization.
This initiative happens when potential customers permit you to market directly to them. You are more likely to be found on Google’s first page in the Top Five places.
It provides a higher chance of getting a phone call or a visit to the website. However, you should improve lead quality to get maximum results from this sales campaign.
You must first look at your competition to find more work and get inbound leads. But you may be wondering here: what do they have to do with this?
The idea isn’t to get obsessed with what they’re doing but rather know what makes them competitive so you can adapt to them and compete for the same qualified leads.
Take a look at the pricing structure and how they use surveying equipment, and this is just when you’re getting started.
Also, take a look at how fast they respond to requests. To determine the amount of work they can take on, look at how many surveyors they have.
After you better understand your competition, it is time to look for ways to stand out. For example, offering a different pricing structure or faster turnaround times would be the best way out.
Focusing on high-tech equipment, such as the most current GPS or surveying lead management software, can help you make the job easier.
Link Building Is Key for Every Business & Website
A high volume of traffic means more links from your website visitors. More traffic equals more conversions. It is all basic science.
Then, isn’t this something that you need for your land surveyor business?
You must invest in an ongoing link-building strategy if you want to attract potential customers. The roads of the internet are links, and there are no shortcuts to this lead generation process.
They allow search engines and humans to move between web pages and websites. The more quality links you have back to your site, the easier it is for people to visit your it and interact to convert it into leads.
Historical Speaking for More Leads
Participate in activities that highlight the history of your area to help educate others about how surveying played an essential role in its development.
Ask local governments and historical societies for information about the available parks.
Volunteering your time is something that you need most at this point. These events introduce you to people in the community who are looking for land surveyors or who know of individuals or companies who need your services.
Brand Reputation Should Be Taken Care of
Your customers will do some research to determine your reputation, and if you don’t have a good one—decent is not enough—you won’t be able to close any deals.
You must offer high-quality services to earn a name in the market. Ask your loyal customers for positive reviews on social media and blogs.
Negative reviews and criticisms call for immediate attention. You could, for example, change your pricing strategy to address a customer who complains about your services being too expensive. It is a great way to gain the trust of potential customers.
The idea is to work around how people see you online and offline. After all, everyone will be more influenced by other people’s experiences with you compared to the actual services and prices you offer.
Social Media Marketing for Land Surveyors
72% of the global population actively uses social media, which means you are losing great chances if you aren’t there for them.
Social media advertisement is a great way to market your company, but organic strategies built with time are even more important.
Regardless of how you proceed, here are some tips to help promote your business on social media platforms:
- Give accurate and informative sales lead information about your land surveying practices. You could, for example, educate your followers about how to subdivide their land and new regulations.
- Posting too much content can cause you to lose followers.
- Targeted ads can work perfectly for potential customers. You could, for example, target a particular age group or location.
- To grow your business, partner with other brands. You could work with a real-estate firm to promote your brand on social media channels.
Be a Podcast Guest
Podcasts are booming every day, but they can’t be hard to start as most people don’t have the right equipment, and it can be tough to work around each episode to maintain consistency and quality.
The process is not complicated but not too easy.
The best way to take advantage of this strategy is by relying on other people’s podcasts when you don’t have enough time.
Find out as much information about these podcasts as you can to determine which ones would be mutually beneficial.
When you find the ones you could be a guest to, it is time to create a pitch for each podcast host.
It will include why you want to be a guest on their podcast, how you are a good match, what you can offer the audience, and why this is a good choice for them.
You’ll be able to get guest spots on podcasts if you do the work well and have a good pitch. This undertaking will help you expand your brand visibility.
You must always have a competitive pricing strategy. After checking out industry rates, you should price your product or service to determine the cost. However, the quality of your work is more important than the cost.
Customers will pay more for reputable professionals who carry the best experience. It may prove difficult for new businesses to expand their clientele if their prices are higher than those of established brands.
It is essential to provide detailed quotes.
The customer must know the cost of consultations and any additional charges. A fixed strategy may be ideal for smaller tasks like land searches or residential subdivisions.
Answer All Questions
Find out where your ideal clients spend their time online. Join a forum a community or go to a Facebook group. Be as helpful as you can, especially when it comes to addressing the concerns of your potential customers.
You should be looking out for questions related to your expertise and answer them as best as possible.
Do not rush to sell to new clients by sending pushy messages. Instead, be helpful and visible, and people will soon start to see you as an expert on the topic.
They’ll tag your posts with questions and regard you as a trusted resource and service provider. It is excellent for your potential clients to view you as an authority in the industry.
Always Follow Up
You should always follow up with people you meet at events, conferences, industry meetings, casual dinners, or parties at friends’ houses. A quick note could suffice for informal conversations.
You can also follow up with handwritten notes, emails, personal messages, phone calls, or automated emails.
You’ll be able to build stronger relationships and more credibility and trust by putting a strong emphasis on connecting with people and keeping in touch with them.
The Local Lead Generation Process for Your Land Surveyor 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 Surveyor 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 Surveyor 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.