PPC Archives - Marketers for Movers

Guide to Buying Moving Leads in 2019

Every moving company is after one thing – sales leads. The bad news for you is that there are over 20,000 moving leads sold every single day. It’s a huge business in the US.

To add to the bad news: You’re not the only company buying unique leads. If there are 20,000 moving leads sold every day and each lead has 3-5 moving companies bidding for it, imagine how much money is wasted on jobs that are never completed. Movers tell us their conversion rates are no better than 3%.

Navigating through the landscape of moving leads providers can be a difficult and costly task. They need to be qualified and they need to be exclusive. However, finding the right strategy can be a boon for your business.

Top Moving Leads Aggregators

There are plenty of websites that aggregate and sell moving leads, but they are definitely not created equal. As with many other facets of the moving industry, you get what you pay for. If you’re only paying $5 for a lead, there might be a good reason for it.

Don’t be hesitant to shell out a few more dollars per lead. It’s the surest way to guarantee that you will receive quality moving leads that are worth fighting for. If you have no business, then buying leads is not really a choice but a necessity.

Quality Leads Providers

Tips for Choosing a Leads Provider

  1. Prospect Limit: In order to ensure a better ROI, determine how many moving companies the provider is selling each lead to. Try to find a service that limits their leads to 3-5 moving companies. It will be more expensive, but much more likely to book an appointment.
  2. Set Budgets: It will help you immensely to choose a service that allows you to set a daily or monthly budget. That way you can set it and forget it, knowing your finances will stay in check.
  3. Voiding Bad Leads: The best providers will have an easy process for voiding illegitimate leads.
  4. Licensed and Insured: Find a service that requires its moving companies to be fully licensed and insured. It will attract the best potential customers and keep your brand image intact.

Digital Advertising for Moving Leads

While they aren’t necessarily moving leads for sale, pay-per-click campaigns are a great way to generate local moving leads. There are numerous products and services available online that allow you to advertise your moving service directly to the people searching for it.

Less of a lead seller and more of a lead generator, these marketing tools motivate prospects into calling or visiting your site. They give your website prime real estate in front of the people that are in the market to buy.

This strategy does may appear to be more expensive than using a leads seller, but you also only receive exclusive moving leads that are far more likely to close.

Best Pay-Per-Click Lead Generators

  • Google Adwords
  • Facebook Ads
  • Google Guaranteed Leads

  • Yahoo! Bing Ads
  • Advertising.com
  • LinkedIn

Sales Lead Generation Program

Our last strategy for securing moving company leads is investing in your own lead generation process. This is certainly more of a long-term solution, but it will also pay off the biggest dividends and grow year after year.

SEO Overview

Whereas the last two strategies had to do with third-party leads and advertising, this strategy is all about nurturing leads.

While leads sellers and PPC campaigns may give you immediate results, they are also not the most economical choice. A lot of money ends up being spent on leads you never close.

By investing in your website and lead generation funnel, you employ a system that will consistently bring in leads for years to come. It also doesn’t hurt that they are the more exclusive and qualified than leads you would purchase.

While it involves more work up front, either by you or an SEO agency, it will set your moving business up for success in the long run.

In its simplest form, a lead generation funnel should follow these three steps:

  1. Generate Traffic
  2. Encourage Action
  3. Follow Up

By applying effective SEO practices to your website, you will naturally (“organically”) draw prospects to your website.

The point of lead sellers and PPC campaigns is to get your moving company in front of potential customers. The best and most efficient way to do this is investing in your own process.

While it’s not the easiest strategy, it will make your life easier in the long run.

Check out our latest podcast to learn more about how SEO can help increase your moving leads.

10 Moving Lead Generation Tactics for 2019

10 Sales Lead Tactics

No matter how well thought out or beautifully designed your advertising campaign is, it’s a waste of time and money if it doesn’t lead to exclusive moving leads. With so much competition and everybody fighting for the same goal, it is vital to be creative and direct with your marketing strategy.

The beauty of it is that there’s no fool-proof, bonafide guide to getting more leads than your competitors. There are too many factors at play and not enough answers available.

However, there are more tools and tricks available than ever before. By utilizing some or all of the tactics below, you can gain an edge on your competitors.

1. Search Engine Optimization (SEO)

SEO Overview

Starting with the best long-term tactic, focusing on your company’s SEO will allow you to bring in quality moving leads for the long haul. Without SEO, all you can really do is put a Band-Aid on a larger issue.

SEO is the practice of building and optimizing your website so Google and other search engines rank you higher than your competitors. The higher ranking you have, the more people will see your services.

If you want to learn more about SEO for moving companies, check out our podcast on SEO tips for movers.

2. Google AdWords

If you don’t have the patience or time for the SEO endgame, Google AdWords is the perfect place to invest your resources. More people search for products and services on Google than anywhere else.

In fact, an average of 165,000 people search for the term “moving companies” on Google every single month. That doesn’t even include the 135,000 people searching for the term “movers” every month.

AdWords allows you to buy moving leads by crafting targeted ads that will only be shown to people searching for your services.

Create different ads for different services and keywords. Localize your ads. If you want commercial leads for moving companies, you can craft an entire campaign around office moving.

And you only pay for a moving lead if someone clicks on your ad. This tactic is perfect for companies who have an advertising budget and want immediate results.

3. Specialty Services

While local moving leads and long-distance moving leads are the bread and butter of your business, they’re not always going to be there. Whether you are in a large market with a lot of competition or you find yourself in the winter months with no prospects, creativity will be key.

By developing specialty services that other companies don’t offer, you will automatically be on a short list of potential service providers. Some specialty services to consider:

  • Piano/Gun Safe Moving
  • Decluttering Service
  • Estate Cleanout
  • Electronics Packing and Shipping
  • Military/Government Moving

4. Paid Listings

Cheaper than a service like AdWords, paid listings don’t bring the consistent amount of leads that PPC services do. Nevertheless, they still hold value in providing moving service leads.

Websites like Thumbtack, MovingCompanyReviews.com and Billy offer similar “listing” services. Some will just give you prime real estate in their listings while others will e-mail moving companies prospects that they then have to close.

5. Referrals and Reviews

5-Star Review

Word of mouth is still one of the most effective ways to get quality leads. People are more cautious than ever when choosing a service such as moving and storage.

By encouraging satisfied customers to refer you to friends and family, or leave a positive review, you can establish yourself as a trusted leader in your industry.

Referrals are also a great way to land commercial moving leads.

6. Local Services by Google (Google Guaranteed)

Local Services touts itself as a source for “Lead Generation for Local Customers”. Also called Google Guaranteed, this service is only available in certain markets for certain industries – and the moving industry is one of them!

After an extensive screening process, Google will verify you as a trusted provider and show your business at the top of page 1 on their search results. Leads come in the form of phone calls and Google tracks the calls so they know when it is a legitimate lead. The cost is typically $10-45/lead.

7. Real Estate Partnerships

Realtors are some of the best friends you can make in the moving industry. Who is going to have access to more potential clients? Put together your best sales presentation and go promote your services to local real estate companies.

Each firm is going to have at least one or two companies that they will recommend to potential customers. Developing relationships with these individuals will bring in real-time sales leads on a regular basis.

8. Google My Business (GMB) Page

Google logo

The third and final mention of Google, your GMB page is one of your most valuable resources. By optimizing your GMB, your page will receive prime real estate on the first page of a Google search result. Customers are more likely to visit a website if they know more information about it.

The beauty of GMB is that it shows your name, address, phone number, pictures, reviews and hours of operation right on the search results page.

9. Senior Living Communities

There are multiple benefits to working with local senior moving companies. Similar to working with real estate companies, it gives you a steady source of leads as residents are constantly moving in and out of these communities.

It also helps with your perception in your local area. If someone finds out that your company patiently and graciously moved their friend’s elder mother, they will be much more likely to trust you for their move. And make no mistake, these seniors have lots of money for moving.

10. Apartment Complexes

Sticking with local resources, apartment complexes can be a gold mine for smaller local moves. There are a lot of moving companies (possibly yours) that won’t accept jobs for small apartment moves.

If your company does, reach out to some of the large apartment complexes in your area to see if you can become their preferred mover.

Executive Summary

The key to getting a steady flow of leads is thinking outside the box and staying ahead of your competition. Make you brand as visible as possible, whether that’s online or in your community.

In cases like this, the best approach is a diverse approach.

Guide to Digital Marketing Tools and Platforms for Moving Companies

Guide to Digital Marketing Tools and Platforms for Moving Companies

Digital Marketing Overview

In every industry, there are numerous strategies to promote your services to a target audience. Search engine optimization (SEO) is certainly one of the most important ones, but it also takes the most time to see results.

On the other hand, digital advertising, also called pay-per-click advertising or search engine marketing (SEM), allows businesses to see immediate results for their advertising efforts. We understand that moving lead generation is the bottom line of your company.

Sometimes you don’t have the luxury of waiting for your moving company website to start bringing in leads organically. If that’s the case for you, the best way to advertise a moving company will be using SEM and PPC services.

Before getting into our list of advertising tools and ideas, it’s best to understand exactly what goes into a marketing strategy for moving companies.

Moving Company Marketing Strategy

Unfortunately, moving advertising is not as simple as paying and running an ad campaign. A lot of work needs to be done before, during and after your ad runs. If you’re not familiar with the world of search engine optimization and marketing, here is an overview of what goes into digital and pay-per-click marketing:

  • Keyword Research: In order to show up in front of your target audience, you need to know the common language that they all use. Are they looking for “long-distance movers”, or are they looking for “out of state movers”? By researching what keywords are searched for most, your ad will be placed in front of the optimal audience.
  • Landing Pages: If a user clicks on your ad for storage solutions but gets taken to the local moving page on your website, chances are you just wasted money. You need to lead your potential customers through a “funnel” so they get the exact information or service that they’re searching for.
  • Budget Maximization: Leads cost money and depending on the size of your moving business, you might only be able to afford so many per month.
  • Monitor and Report: Assigning an internal or external PPC manager will allow you to develop the most efficient strategy. Not all paid search ads are created equal, and learning what works best goes a long way in saving and making money.

Digital Marketing Platforms for Moving Companies

In today’s day and age, you can find a digital marketing service on almost any platform. From shopping ads to local service ads, you must be able to find the right home for your marketing idea. Among your options for digital advertising platforms are:

Paid Social Media: Facebook, Twitter, Instagram and LinkedIn – Millions of users access these platforms everyday. All offer low-budget promotional opportunities that allow you to bring in leads and build your brand reputation.

Search Advertising: Tools like Google Adwords and Google Guaranteed allow you to build customized text ads that show up right on the search results.

Display Networks: These services allow you to place images of your products and services on over two million websites and 650,000 apps.

7 Best Digital Marketing Tools for Moving Company Pay-Per-Click Management

Digital Marketing Thought Process

No matter how well written or structured your moving company’s advertising ideas are, they still need to be accurately executed and implemented. Depending on the scale and intent of your campaign, you need to be able to assess the resources available to you and determine the best course of action.

Below is a list of tools and platforms that you should consider for every campaign:

  1. Google Adwords: The best place to start is Google’s largest digital advertising platform. Google allows you to put your ads directly in front of customers who are searching for your services. The best part? You only get charged if someone actually clicks on your ad.
    Google is the new yellow pages, and AdWords allows you to be the first listing that potential customers see.
  2. Social Media Ads: Sponsored posts, promotional ads, Business pages – these are just some of the PPC advertising options that social media platforms offer. Facebook has excellent targeting opportunities to give you money, and LinkedIn can be very effective for office and commercial sales leads.
  3. Native Advertising: Native advertising falls under the umbrella of different platforms, but in essence, it is a paid ad that looks like a regular post or piece of content. They match the look, feel and function of the platform that they appear on.
  4. Geo-Targeting: Departing from the medium and entering more into implementation, geo-targeting allows your moving company to only target your local market. There’s no point in running an advertisement for local moves if it isn’t going to show up in your local customers.
  5. Retargeting: Almost everyone has noticed it before. You scroll through the internet and wind up on a page selling fidget spinners for your toes. Then for the next week, all you see on websites you visit are ads for foot fidget spinners. Retargeting allows you to serve ads directly to customers who have already visited your site.
  6. Geo-Fencing:Somewhat similar to geo-targeting, geo-fencing allows you to serve ads directly to people who are currently in a specific location and using an app or on Facebook. You literally draw a line around a specific area, and anytime someone enters that area they will be shown your advertisement.
  7. Postcards:There are companies that provide a database and mail postcards to potential customers in your selected zip codes.

Moving Company Advertising

As stated at the beginning of the article, there are countless tools and strategies available to get your services in front of consumers. From organic SEO to paid digital advertising, every mover’s goal is the same – generate more moving leads.

Staying ahead of your local competition starts and ends on the digital landscape. Take the time to understand how to navigate through it so you can implement the most effective and profitable strategy.