Service Business Mastery for Skilled Trades: HVAC, Plumbing & Electrical Home Service How to Convert More Leads into Paying Customers with Kevin LeSage and Jonathan Torrey
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Jan 8, 2025 Join Kevin LeSage, CEO of SearchLight and analytics guru, alongside Jonathan Torrey, the firm’s Marketing Director focused on data-driven success. They tackle how to turn unsold estimates into gold and the critical shift from traditional marketing metrics to real revenue impacts. The duo unveils the power of granular data in optimizing neighborhood marketing strategies, emphasizing the importance of tracking technician performance. With their humor and insights, they provide actionable strategies to enhance lead conversion and streamline operations in the service industry.
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The Plumber Dad Challenge
- Kevin LeSage's dad, a traditional plumber, challenged him to prove online marketing's ROI.
- This challenge inspired LeSage to develop Searchlight, a platform connecting marketing spend to revenue.
The Revenue Focus
- Traditional marketing metrics like impressions, visits, and leads can be easily manipulated.
- Revenue, however, is a reliable indicator of marketing success, which is what Searchlight focuses on.
Connect Marketing and CRM Data
- Use dashboards that connect marketing data with CRM data to bridge the gap between leads and revenue.
- This approach eliminates blind spots and provides a clearer view of marketing performance and ROI.