29. Why Lead Generation Dies When Contractors Get Busy

One thing I've noticed that contractors are really good at.

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When there's no work, they're great at marketing.

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Then the work comes in, and for whatever reason, we stop doing the things that help bring

in the work.

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The pipeline raise up.

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Hey, I'm Shay Toya.

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I've spent more than 10 years in construction.

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

to grow a business.

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

communication, and intentional recruiting.

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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.

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So this is something I have really been thinking about.

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And guess what?

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We've gone through it a hundred times with being in business since two thousand and

fourteen.

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So when business gets slow, we start doing everything.

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From following up, we post more on social media, we start asking for Google reviews, we

call all of our clients, we reach out to people we haven't talked to in a very, very long

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time, and we check in with old clients where we've possibly have not spoken to for over

two years.

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We start networking.

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We start paying attention to Google, we start looking at old estimates, we start calling

those old estimates, we just start doing all the things.

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Then business starts moving again and we stop and all of a sudden we get super busy.

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We get busy doing the work and those things that got us to work start falling off.

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And this has been a cycle that has repeated itself and I do not want it to have it repeat

itself.

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Ever again because those are the things that help bring in work.

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So why are we stopping doing those things when we are busy?

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We have to stop it.

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We gotta stop marketing when we need marketing.

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This is something I know a lot of contractors do.

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The schedule gets super light and then we start to panic.

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We start reaching out, we start following up, we start calling everybody we know.

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Be like, hey, I'm slow, you got anything for me?

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I'm sure you've been there before.

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We start asking for referrals.

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We start asking for reviews.

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Now we're posting consistently on Google.

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We're doing it all.

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But by that point, we are already behind and we're trying to play catch up.

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But for me personally, I want these to be the things that we're consistently doing, even

when we are busy and when we're slow.

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So one of the number one things you gotta keep doing is keep following up.

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Follow up is a big one.

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You know, the truth is is we send out a lot of estimates.

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And those estimates can sit.

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We actually have a project right now that we're on.

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It took us two years to close.

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Imagine if we did not follow up.

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Just because something does not close right then and there does not mean that project is

dead.

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People are waiting on budgets or for whatever reason they're not ready right then and

there.

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So keep following up.

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The important thing is that we have to continue staying in front of them.

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When they are ready, we'll make sure we keep following up so we'll be that person that

calls when they're ready.

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One of the important very consistent things that I've made sure we have been doing is

staying consistent with Google.

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Google is a big part of business.

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It's one of the number one search engines.

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Even though I'm sure Chat GBT and other AI platforms are right behind it.

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So when you get busy, that is not the time to stop asking for Google reviews.

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You should continue.

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That is when you actually have more projects finishing, and those are the perfect time to

continue asking.

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for opportunities, continue asking for Google reviews.

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And if you're not able to do it, then get someone that can do that consistently.

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Number two, keep building relationships.

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Relationships do not happen overnight.

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This one is big for me personally.

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Thursdays for us are the days that we go out and drop off cookies, drop off donuts, I've

dropped off gift cards, dropped off material, just to have that consistent presence in

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front of our customers and potential customers.

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This is a perfect way for me to check in and just continue building that relationship.

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Even when things are busy, that is when I want to continue building those relationships

because that never stops.

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Because a relationship is not built off of a one time thing.

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It is hard work and it's easy to lose as well.

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And so it's important that we stay in front of these people when they need us, we're

there.

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That's the difference of continue building a business when you're busy.

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It's important that we stay visible.

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You do not have to be everywhere, but focus on the quality.

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Where should you spend your time?

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Is it at a networking event?

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Is it at going doing gift drop-offs?

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Where should you be spending your time?

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Posting your work consistently, sharing what your company does online, talking about your

team.

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If someone's doing a great job, highlight them.

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Do those things on a consistent basis.

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Show your projects.

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Go to events.

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That makes sense.

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And then post those events that you go to, it doesn't always have to be about work.

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Be involved in the community.

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Right now I'm involved with the Nay Wick golf committee that we're having or golf

tournament that we're having in October.

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But those are fun things that I can get involved with and be part of the community.

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And it goes to a great cause.

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But this stuff matters.

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Relationships is ongoing.

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Even if it does not turn into a job today, it might turn into a job tomorrow.

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Do not forget about old customers.

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For me to say where you know maybe you haven't reached out to a customer in over two years

or over six months.

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If it's been six months, it's been too long.

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They forgot you.

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And the customers or old customers are people who already know us.

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So you don't have to continue and it's not a new reach out.

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You do have to continue.

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And sometimes those are the easiest people to stay connected with because you already know

them.

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Check in, see how they're doing.

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If you know that their kids going to college, how's that going?

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See if they need anything.

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Let them know what else do you need.

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I'm here.

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Sometimes your next job is already sitting on your customer's list, but you wouldn't be

aware of it if you're not following up.

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Another thing, put it on your schedule.

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For me, my calendar, can no one can book me on Thursday.

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From nine to two o'clock, it says dream one hundred dropping off gifts.

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And then also what I've noticed is that Thursdays when I go out, meet clients, around

noon, eleven thirty, twelve thirty, one o'clock.

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People are eating lunch.

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So that to me is like, I can schedule lunch with potential clients or clients at that

time.

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Those things are important.

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If you say you'll follow up when you have time, you'll never do it.

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If you want to put into your calendar the times that you are going to send emails, reach

out to people, that's going to be very helpful as well because we get busy.

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And if it's not on your calendar, it's not going to happen.

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Because things that are not on your calendar doesn't happen.

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So for me, Thursdays are days that I go out.

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I go out to the community and I talk to either potential clients or actual customers.

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And that helps me stay accountable on my own within my schedule because I know I have that

to do.

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And people can't schedule me outside of that either.

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That develops a process because I do it on a consistent basis.

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So even when you are busy, the things that are not scheduled are usually the first things

to disappear because you don't think about it.

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So if business is busy for you.

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Right now.

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Do not stop doing the things that help you get there.

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Continue reaching out.

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Continue following up.

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Continue posting on Google.

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Continue asking for Google reviews.

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Keep working Google.

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Keep building relationships.

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Checking in with old customers.

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So easy.

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How are you?

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Your kid went off to college.

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How are they doing?

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How what's going on?

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Because the goal is not to start marketing again when the work gets slow.

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The goal is to never stop.

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You gotta do it consistently.

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This is what's going to keep your pipeline moving.

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This is how you're going to build a better contractor business.

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

another contractor who also needs it.

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

contractors inside Building Better Contractor Businesses.

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Facebook group.

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This is a community.

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where we talk through the real problems that you are having in your business.

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The link will be found in our show notes.

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And remember, we are not just completing projects.

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We are building better contractor businesses.

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I will see you next time.