improveit 360 + AROCON Roofing & Construction
How One Report Grew a Business and Saved a Fortune on Marketing
AROCON Roofing and Construction was founded in 2008 and experienced terrific growth right out of the gate. The company, based in Westminster, Maryland, was able to leap from $1.7 million in sales in 2009 to $9.4 million in 2013. Marketing Director Sean Wolfe credits much of the explosive growth to their purchase of online leads generated by online Pay-per-Lead providers (PPL).
Finding a Platform to Help Them Track Returns
AROCON was spending thousands of dollars with these lead generation companies but had no fast, effective way to track the returns. They were receiving leads from multiple sources but there was no way to easily show, in real-time, how many leads turned into appointments, sales, and profitable projects.
Using a System with Custom, State-of-the-Art Reporting Features
AROCON relies on leads from almost a dozen online lead generation services to bring in new business. Each one charges the company for every lead delivered. Some generated more than others but the owners of AROCON saw a need for the reporting features available in customer relationship management (CRM) systems that measure sales and marketing results.
They reviewed several generic and home improvement-specific CRM options and chose improveit 360, because of their state-of-the-art reporting and dashboard features.
Lowering Their Cost Per Qualified Lead Amount
They use the built-in reports and dashboards for more than pay-per-lead generation oversight—they’re able to see lead scheduling activities as well as views of their sales appointments issued, run, and every result. AROCON’s cost per qualified lead amount is now lower than the industry average by $75.
“The reason ours is so low is because we’re able to maximize the marketing dollars spent by using the reports in the system,” said Wolfe. With improveit 360, they were able to see some PPL companies delivered plenty of leads but the sit and close percentages were very low or non-existent.
AROCON had a customized report built in their system (“Lead Credit Report”). This allowed them to go to the lead providers and request a better rate, get credits on leads purchased, or eliminate the source entirely.
Leads come in automatically from lead providers and are assigned a lead source. They attempt to contact their leads and some may have incorrect numbers, never answer, or insist they were never interested. Reps simply check off a box in the system on unqualified leads, which adds them to the report.
Every month, they run the Lead Credit Report, and bad leads are sent to the lead providers requesting credit or re-submitting if credit was denied. They currently get credit on 40% of leads purchased, saving them a huge amount of money.
This report and their powerful process to get more lead credits alone allows them to pay for all their users on the improveit 360 system for the entire year within 1 to 2 months.
AROCON Roofing and Construction uses improveit 360 to keep tabs on all leads and manage their marketing budget. Improveit 360’s customized reporting helps them track performance, gain insights, and save money as they continue to grow their business.