Help With Monetizing Lead Generation Site

[Concept]

Hey guys,

Been in the Internet Marketing game casually for a couple of years, and now work on my own stuff full time for the last 6 months. I still consider myself a newbie, but I know a lot more than I did 6 months ago.

I currently have a site that is ranking well and starting to bring in a nice amount of traffic and leads.

The site is mainly local SEO focussed on the locksmith niche. I currently have a bunch of locksmiths on board who have leads redirected to their phone. They pay $10 for each of these leads. These locksmiths are excellent at residential and commercial enquiries, however, they don't do auto enquiries (new car key cutting and programming)

The problem is 70% of my enquiry are for auto. From all the calls I've made, and research I've done I've only been able to find 4 locksmiths that specialise in auto in the city. I have 3 of those auto locksmiths on board. The 4th was not interested.

Of the 3 I have, only 1 has agreed to the $10 per lead, however, he only does a certain part of the city which at the moment I am not getting a lot of enquiries for. The other 2 guys didn't want to pay per lead, I have them paying per converting lead instead.

The issue is the 2 locksmiths are not converting may of the leads so I'm not making much money.

I've got the leads, I'm just not making any money off them. I'll be researching deeper to see if I can find other auto locksmiths in the city, but I'm not holding my breath.

Can you guys think of any other way to monetize these auto leads???

I thought I would throw this out to you guys for your insights. I'm stuck with this at the moment, and I am open to suggestions/brainstorming

The long term focus will be to drive traffic/build SEO for profitable areas/keywords however this will take a couple of months. I would love to make money on what Ii already have.

Cheers

Nathan

 

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[jon.a]

Why aren't they converting?

 

[Mac]

It shouldn't be your fault that they aren't converting. I would also follow up with your leads to make sure these guys aren't lying about their closing ratios.

 

[Concept]

Hi @Mac and @jon.a

Yes, I have been following up with every customer I send through to these guys.

At the moment my income is based on how well they can convert the leads. I don't like having my income reliant on someone else. That's why I prefer the pay for lead scenario. I get paid for what I've done (getting them the lead), it's up to them to convert it. I can also automate the whole system, which means less work for me. I'm not a bottle neck and can scale easily.

Here are some of the reasons leads aren't converting with these guys:

• One of the guys had crap customer service. He would answer the phone and say that he wouldn't do it. Or at times when he said he could, he would cancel on the customer. Needless to say, I rarely send customers to him any more.
• People think that cutting a car keys is easy, often they are shocked at the prices. They either go with my guys or direct to the dealer (which in most cases is more expensive but they get peace of mind knowing that it is from the same people who made their car)
• People find their keys and don't need a locksmith anymore.

Writing this, I realise that people that don't go with my guys obviously get their car keys from somewhere. From now on I'll ask where they got their new keys from if they didn't go with my guys. If its not a dealer, I will then contact the "competition" and see if I can get them on my team

 

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[7.62x51]

I'm also experimenting with a lead generation system and decided to charge for the service itself rather than by lead or lead converted. I'll be sending all potential leads to one client and they'll be paying monthly for it.

I could almost certainly make more if I decided to charge per lead but that would require more time on my part and makes the whole system more complicated.

I think it also makes the client more motivated to convert those leads if they've already paid for them.

 

[Concept]

I could almost certainly make more if I decided to charge per lead but that would require more time on my part and makes the whole system more complicated.

I think it also makes the client more motivated to convert those leads if they've already paid for them.

Yeah, I started off with only charging per converted lead. I changed that to charging per lead.

found charging per lead a lot simpler. No follow ups, and I can see clearly how many leads I have sent. Checking whether leads converted complicated things, takes time and made things a lot harder.

I lowered the price and charged per lead regardless of whether they convert. It makes it simpler, and as you said, the clients are more motivated to convert those leads. (I've already had one guy not convert leads because he "couldn't be bothered" - got rid of him quick)

 

[Andy Black]

You mentioned the car dealerships. Maybe they will be interested in getting these auto-locksmith leads?

I agree on not getting paid per converted lead. Businesses have no incentive to convert them if they've not already put their hand in their pocket. I've found they can either sit on them till they go cold, or they quote high to just chance their arm.

So far I've even steered clear of pay-per-lead and just done flat-monthly-fee (plus ad spend). A lot of businesses understand this as it's not too dissimilar to the Yellow Pages.

Something you could try, although I'd be careful of it, is to put Adsense ads on your landing pages. Over time you'll find out which advertisers want your visitors.

You could also add visitors to Remarketing lists. You know they are home or car owners, and likely local.

 

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[Concept]

So far I've even steered clear of pay-per-lead and just done flat-monthly-fee (plus ad spend). A lot of businesses understand this as it's not too dissimilar to the Yellow Pages.

I like this idea, it has passed my mind, however, I think I will look into it further. Create a contract where we can review the monthly rate every X amount of months or so would be a good idea, particularly when we are seeing steady growth in traffic

You could also add visitors to Remarketing lists. You know they are home or car owners, and likely local.

Yeah, I definitely want to do this. I already have a list growing. I haven't done remarketing before. Once I have monetized this site, got it automated and freed up some of my time, I might start playing with remarketing to push each lead further

Thanks for all the help . These are some excellent ideas. Keep it coming.

 

[Andy Black]

Dunno if you've read this thread yet @Concept :

• Lead Gen for Local Service Businesses

 

[Andy Black]

I haven't done remarketing before. Once I have monetized this site, got it automated and freed up some of my time, I might start playing with remarketing to push each lead further

Add the pixel now and start growing your remarketing list. You can use the list later on when you get your head round it.

 

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[DaRK9]

These are reasons are why I always go to the best of the best with my leads. The people who are already doing well have got their sales down. Most of the time they also have a CRM that I can plug-in to. This way I can get user access from them and view my leads.

I would look into Andy's advice and talk to a dealership.

 

[eliquid]

send them emails and remarketing ( remember to include not just adwords, but FB too ) about auto insurance and direct mail about GPS map updates.

 

[ZCP]

+1 on dealerships. Many have large service departments.

Contact local locksmith school. See if you can 'sponsor' a student / starting locksmith.

If there are enough leads and you have a buddy who is handy, set him up in business.

 

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[Concept]

Guys, awesome response. Thanks a bunch. The creative juices are flowing.

So here is a summary of the ideas I have.

• Flat monthly fee - I'm liking this idea and it is something I can implement now with what I have got.
• Add a pixel now and start growing my remarketing list - later down the track I can sell them auto insurance and direct mail about GPS map updates etc
• Market to car dealerships - I'll look into it.
• Sponsor my own locksmith and help him set up business - yeah, I thought of this too.

Anyone got another take on monetising this? More ideas are always welcome. I will discuss this with my business partner and start actioning some of these this week.

Cheers