14. Sick of Chasing Construction Leads? Try This Marketing System Instead

In this episode today, I share with you how we've been getting the phone to ring with

quality leads and it's not what you think.

2

Hey, I'm Che Toya.

3

I've spent more than 10 years in construction.

4

working behind the scenes in marketing, hiring, and I've seen how overwhelming it can be

to grow a business.

5

That's how we've learned to build a sustainable business using clear systems, strong

communication, and intentional recruiting.

6

If you're ready for better hiring, smarter remarketing, and a business that doesn't fall

apart when you step away, welcome to building better contractor businesses.

7

So before we jump into this episode, I personally want to invite you to join our Facebook

group.

8

Our Facebook group is called Building Better Contractor Businesses.

9

And this is a location where you can ask questions and just hang out with real people,

real contractors who's possibly going through the same thing you are.

10

Be sure to join.

11

I look forward to connecting you with you there.

12

So lately, we've

13

personally have noticed an increase of phone calls, which is amazing, which I'm very, very

excited for.

14

But what I can share with you, the biggest reason of why we have seen this is because this

thing called being consistent.

15

The last month, what I did was I started scheduling our post to go out twice a day on a

consistent basis.

16

And for you to do that,

17

To be consistent, you do not have to be the biggest business.

18

You just gotta be the most consistent.

19

So I wanna talk about a time that I was inconsistent.

20

So being a small business, sometimes we can get overwhelmed with the business and with the

other tasks that we have to complete.

21

And at times we forget the importance of posting, being consistent online, because maybe

not me personally, but...

22

You as a contractor, maybe you get busy with a job, maybe you get busy with sending out

estimates, and you forget about being consistent with your online presence.

23

And so we've been there.

24

We've hired people who told us it wasn't important.

25

And the truth is, it's the most important thing.

26

It's very important that our audience is seeing us on a consistent basis.

27

Google wants to see us on a consistent basis.

28

So...

29

Last month, I really got super focused on posting to post a day on our Google Business

Profile.

30

And so when I did this, I used a tool called Metricle.

31

And I personally love Metricle.

32

Metricle allows me to schedule posts out weeks, months in advance.

33

And it allows me to post on Google, TikTok, Instagram, Google My Business, now called

Google Business Profile.

34

YouTube shorts, YouTube, like it provides me so much.

35

having the ability to have two posts go out on Google has been a life changer and I can

sit down once, once a month, one time a month and get it done.

36

So that has been a huge game changer.

37

Also making sure you're uploading photos on a consistent basis.

38

Photos and posts are different.

39

Those are two different things.

40

Posting with your photos and posting on your

41

posts or two different things.

42

Make sure you understand that.

43

And then also it's very important that your services are being completed, you let the

audience, your Google know exactly what is it that you offer.

44

make sure that I think that.

45

went actually, uh last month another thing that I actually did was I went onto the profile

and I changed everything.

46

You know, we've had a lot of changes within the last seven years.

47

So I went onto our Google profile and made all the necessary changes to Google.

48

ah know, there services that maybe we offered in the past, or maybe just because I'm not

an actual technician, I've never actually been out in the field.

49

Maybe there were things that I said we offered and maybe we didn't offer, or maybe I

actually didn't understand what we offered.

50

So I made a lot of different changes.

51

And so, you know, I re-updated the profile, I made sure our phone number was right.

52

I made sure that all the information was clear.

53

made sure that all everything went to the right website.

54

And another thing that I did was I made sure to intentionally speak to Las Vegas

commercial contractors.

55

Everything I post, I make sure that there's words in the post, Las Vegas, Henderson.

56

I talk to businesses.

57

I make sure that I literally am speaking to people who are local.

58

I'm using words that locals would use, I am a local.

59

So I would say that is very important that I'm speaking to the people who would use our

services as well as the location of where we are located.

60

So Google is trying to figure out who you are, what you do, and where you do it.

61

So being consistent on posting the location is very, very important.

62

So my number one tip.

63

when it comes to Google business profile, be consistent.

64

That is the real advantage you have is consistency.

65

Is posting, because a lot of contractors are not consistent when it comes to posting on

their Google business profile.

66

You know, I did talk about how we started to post, to post on a daily basis.

67

I also am very, we are consistent on our Google.

68

But it's not as consistent because I do not use Google for business.

69

I use Google for branding.

70

Most people are not going to Google to purchase low voltage services.

71

They're going there to unwind.

72

So for that reason, I'm being more consistent on Google, but I at least have four posts

that go out a week on our social media outlooks, our social media platforms.

73

I think that is a

74

good thing to know is that people are not going to Facebook to purchase.

75

They are not going to Instagram to purchase.

76

And a lot of times that being said as well, for you to be found on social media, you have

to pay ads, in which we are not currently doing because I do not feel like that's going to

77

get us anywhere.

78

But people are going to Google to make purchases, to make decisions.

79

So that is why I'm really focusing on Google right now.

80

Another thing is I am repurposing content for social media.

81

And then another thing I'm also doing, as I said, those four posts that I'm posting, I'm

posting on that profile as well.

82

So some days instead of two posts, there may be three.

83

I'm also depending on the platform, I'm speaking to that audience.

84

So yes, those posts may be similar, but they're being said differently depending on the

platform as well.

85

I'm also consistently posting photos.

86

I don't always unfortunately get photos from the team, but I speak about it all the time

and I get the photos that I can.

87

Regular updates.

88

Speaking about the things that are going on on the projects, yesterday we went to a

networking event.

89

I attended the Henderson Chamber here in Las Vegas, or at Henderson.

90

We had graphics and we met amazing people and I took photos.

91

Those are great updates that I can share for the Google Business Profile.

92

Those are events that we're at.

93

This week, weekend, we're going to be attending the Gallup.

94

with the woman in construction event.

95

That's another opportunity for me to post about the gala that's going.

96

I'm very excited for this gala.

97

It's a sold out event with other contractors, other women who are also in construction.

98

So just having those regular updates are very important and just staying active weekly.

99

Another thing that's very, very important is Google.

100

Google rewards active businesses.

101

Customers trust active businesses.

102

which is a compound over time.

103

Another thing that I would like to add is that when it comes to speaking to local

businesses within the post, using the words Las Vegas, Henderson, using the words that

104

people actually use, Nevada, Summerlin, if you're not local, you may not know these terms.

105

Another words that I've been making sure that I use, and I use a lot of the same words on

our post, commercial low voltage contractor.

106

Structured cabling, security cameras, access control, tenant improvements.

107

Another thing is just making sure that I'm super clear on what our content is saying.

108

Understanding we are speaking to humans, understanding that people may not actually see

these posts, but it's helping us be found within Google.

109

So being a Las Vegas commercial low voltage contractor, using, because that's what people

are searching for.

110

Number three is reviews.

111

Reviews matter more than what people think.

112

You know, I talk about getting reviews on a consistent basis.

113

Every week with our team meetings, I'm like, reviews, reviews, reviews.

114

It's been a couple of weeks since we've got any reviews.

115

I'm gonna keep talking about it.

116

It's not just about getting a review once, but you gotta consistently get reviews.

117

That is what Google is looking at to make sure you are consistent with getting Google

reviews.

118

If you get 10 Google reviews in one week, but stop, there's really no point.

119

Google is like, why?

120

Number four is storefronts.

121

So I'm a part of a group, the Contractor Fight.

122

Amazing.

123

I will tag them.

124

He's our coach, Tom Reber.

125

And so one of the questions that people had asked that group was,

126

For me to be found on Google, do I need a storefront?

127

And the answer is no.

128

If you are being consistent with your posting, if you are uploading photos, if you are

asking for reviews, if your profile is complete, no, you do not need a storefront.

129

Google requires a physical business address for verification.

130

And so there was a time where Google allowed you to have PO boxes

131

There was a time where they weren't super strict, but when they started the verifications,

they're asking you to post a photo of the street.

132

They're asking you to see their your business.

133

And if you, and I would also like to add that if you are not using a storefront, they are

still going to make sure you've run that business.

134

They're just not going to be as strict.

135

So PO boxes are not allowed.

136

I've had to learn this the hard way.

137

Last year we hired a marketing company and they're like, you have to have a storefront.

138

And I was like, no, but they, talked me into it.

139

And I'm like, no, we don't.

140

And so it was like a whole entire process of like getting verified because they were like,

you got to have a storefront.

141

And I was like, no, we don't.

142

But we ended up listening to them and I ended up finding out that I was right.

143

So for that reason, your business actually has to be a location that you've used.

144

If you're going to use a storefront, you have to use an actual address that you are at and

Google wants proof.

145

And if you're not able to provide that proof, you're not going to be able to use that

address.

146

So being able to put your service locations.

147

Most of us service companies do not have an actual address.

148

Maybe we'll have one in the future, but at this moment we do not have one.

149

And so I think that it does not matter.

150

As long as you're being consistent, as long as you're using this actual service locations,

we're located here in Las Vegas, in Summerlin, actually you can add multiple locations.

151

You don't have to just stick with one.

152

Yes, it may help you, but if you're being consistent, you're still gonna beat those

people.

153

So you just have to make sure that the location that you use is the actual location you

are operating at.

154

They're going to ask for proof.

155

And this is something that they recently started doing.

156

So you do not need a flashy storefront to outrank your competitors.

157

If you are being consistent, that is going to outrank them.

158

Number five, for contractors to understand, we quit too soon.

159

You know, maybe at first you're super, super excited.

160

You're like, oh, I'm being consistent.

161

I'm posting for two weeks.

162

Then you stop.

163

for whatever reason.

164

But Google wants to see that you are consistent, that you are consistently posting on

their pages.

165

So for that reason, you must be consistent.

166

And maybe you stop posting because you hired someone and for whatever reason, they did not

get you results.

167

I've seen many reasons why people start and then they stop and then they start and they

stop.

168

So it's just very important that you find a system that works for you.

169

That's the biggest thing that I could tell you.

170

Or find someone that's young or, you know, that maybe not young, but someone that can do

it for you that has the experience and the knowledge that they can do it on a consistent

171

basis.

172

So being inconsistent is going to kill your momentum.

173

Branding is all about repetition.

174

Marketing is reputation.

175

Trust is reputation.

176

The contractors who are currently winning a line, it's because they are constantly showing

up.

177

Yes, there is contractors who are paying for ads.

178

But if they stop paying for those ads, it's going to stop.

179

So having that foundation is very important.

180

Google wants to reward those people who are active, trustworthy businesses.

181

And the only way that you are going to show Google is that you are posting on a consistent

basis.

182

If you start posting long enough, people are going to start seeing you as being familiar.

183

Just like more and more events that I attend and I start seeing these contractors and I

start seeing these people who I want to connect with,

184

It's they're starting to see me on a consistent basis.

185

Google is the same way as well.

186

So if this episode has helped you, I hope you, I would like you to share it with other

people, other contractors who could also build better systems, get better branding and

187

learn better leadership.

188

Also, I'd like to invite you to our Facebook group, building better contractor businesses

Facebook group.

189

This.

190

is where you are going to get connected with other contractors.

191

This is where you are going to ask the necessary questions that you have.

192

You know, it sucks having to do this alone.

193

Why do that?

194

And I'm there to help.

195

We appreciate you guys being here and we will see you on the next episode.

196

As always, let's continue building better contractor businesses.

197

If you believe that this episode brought you real clarity, be sure to share it with

another contractor who also needs it.

198

And if you want to keep this conversation going, be sure to join our community of

contractors inside Building Better Contractor Businesses Facebook group.

199

This is a community where we talk through the real problems

200

that you are having in your business.

201

The link will be found in our show notes.

202

And remember, we are not just completing projects.

203

We are building better contractor businesses.

204

I will see you next time.