Urban Rooftops is a design-build firm specializing in the design and construction of rooftop decks and outdoor spaces. They focus on complete installations with outdoor kitchens, shade structures, plants, and furniture. The design team at Urban Rooftops helps clients maximize their outdoor space. They create a place for family and friends to escape the hustle and bustle of everyday city life.
The Goal: Grow The Business By Increasing Average Project Size
Urban Rooftops wanted to increase sales. They needed enough qualified leads that could they focus on larger projects. By filling their schedule with larger projects, they could maximize revenue from the installation crews.
Unqualified Leads and Too Many Smaller Projects
At the time of partnering with us, Urban Rooftops’ schedule was filled with smaller projects. Most of the leads generated by their website were not qualified.
After evaluating their current marketing, we identified these opportunities:
1. The website was not showing off the larger projects they wanted to attract. Potential customers come to your website with two questions – Do they do what I want them to do? Do I like their design? We helped them rebuild the site to answer both questions.
2. They had relied on word of mouth and referrals. The referrals that they were getting were more of the smaller projects that they wanted to phase out. When you are attracting ideal clients, you will get more ideal referrals.
3. They did not have a predictable system of generating qualified leads. Only a small percentage of homeowners in your service area will become clients. We helped Urban identify who the ideal customers were and focus on marketing to them. When those ideal customers look for your services, you will be the ones they think of or find first. We built and executed a marketing plan that solved these three problems. Our goal was a long-term focus on predictable lead generation.
In the first 12 months, we delivered hundreds of qualified leads. The sales and design team were able to fill their schedules with larger projects.
The results were a 50% increase in average project revenue and a total revenue increase of 2.1 million.
Several of the leads that Urban Rooftops received referenced specific projects. These were the same projects that we highlighted in ads and on the website. “We want our space to look like the Lakeview project”. Because they focused on larger projects, referrals were now generating larger projects. Referrals are unpredictable but are a great way to get ideal clients. Urban Rooftops was now getting a consistent flow of leads. During the winter, leads came in from ideal clients that were planning ahead for the next year. This allowed Urban Rooftops to fill their schedule before the busy season. They now had the confidence to stay focused on the best-fit projects during the busy season.
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