Need Leads? Try Sticking It To Homeowners.

Shortly after moving into my new home, I returned from the office to find the following sign stuck in my lawn at the end of the driveway:

I wasn't the only one, either. All up and down the street I could see several of these stuck into my neighbor's lawns, as well. While most people likely either called to inquire about TruGreen's lawn care service or threw the signs away, I was struck by the ingenuity of the approach and took mine inside to study it more closely.

This is a clever lead generation idea for several reasons. First, it delivers the message in a way that makes it stand out from the stack of direct mail offers already filling the mailbox. You simply can't overlook these signs. They demand some sort of attention, if only to pull them out and toww them into the trash can.

In addition, this kind of promotion is highly targeted, inexpensive and easy to do. You can focus in on precisely the neighbourhoods and specific homes you want to reach without the cost of having to blanket a larger area than you intend to reach.

Finally, the row of signs up and down the street make quite an impact not only for the targeted homeowners but for anyone who drives up the street. Think of it as a series of mini billboards places exactly where you want them. There's no way you can travel on the street and not get the message.

TruGreen's yard signs are a truly great example of streetsmart targeted lead generation.

But that's not all. TruGreen's approach is just the first part of a well-composed lead generation system. In addition to simply providing a quote, the sign lists the address for the company web site. A visit to the site shows that they have their act together when it comes to lead management as well. They do a great job of engaging visitors with tips and resources for better lawn maintenance, and position themselves as experts "in the field". (My apologies for this opportunistic pun.)

The TruGreen site (http://www.trugreen.com/) is clean, attractive, and easy to navigate. Information is well organized and a rotating series of images of beautifully-kept lawns help to maintain the perception that TruGreen knows how to care for lawns.

Located prominently on the home page is an offer promoting a free lawn care analysis. The copy reads, "Start your service with a thorough evaluation of your lawn. Get a FREE Lawn Analysis with no obligation. It's your guide to a greener, thicker lawn."

Offering complimentary services is a well-known and proven technique for qualifying prospects and advancing the sales process. Homeowners who respond and requests the free analysis are essentially "raising their hand" and identifying themselves as prospects for paid services.

TruGreen knows what they're doing when it comes to lead generation. Although it clearly works well for lawns, this technique can be used in countless other applications including all sorts of home services. Like TruGreen does, be sure and follow up with a well thought out web strategy and a web site that encourages prospects to make contact with you.