If your painting business relies on word-of-mouth advertising, the task of building a consistent flow of pre-qualified residential repaint leads can be quite challenging. However, where should you begin?
If you are looking for the most reliable and affordable way to find high-quality painting leads, then Meta Ads (formerly known as Instagram and Facebook Ads) is the perfect solution.
Despite the widespread belief that Social Media Ads are an ineffective lead source, this misconception arises from a limited comprehension of which ad types and demographics yield optimal outcomes on this platform.
Therefore, I am revealing the method for creating a successful residential repaint lead generation system using social media advertising.
Do Facebook Ads Work For Painters?
Indeed! However, running ads on social media demands slightly more effort and expertise in comparison with advertising on Google. The performance of your ads on social media will be influenced by factors such as the types of ads, content, and images utilized.
Now, we shall proceed!
Statista states that Facebook remains the leading social media network, boasting around 2.93 billion users who are active each month. Additionally, Facebook is the platform that Americans spend the most time on, averaging 33 minutes per day.
Facebook serves a wide range of ages, from 18 to 65+, while Instagram is mainly used by individuals aged 18 to 34. Although both platforms can reach homeowners, Instagram has a higher probability of appealing to prospective home buyers who are purchasing their first property.
How Do Facebook Ads for Painters Work?
You need to think creatively in order to capture buyer intent, considering that the majority of users on Facebook or Instagram are not actively seeking your painting services.
Although we lack a specific search query to focus on like we do in paid search (Google Ads/PPC), we possess user data.
Have you ever had the experience of observing an advertisement and having the suspicion that Facebook is monitoring your phone? It’s not the case actually, Meta’s algorithm is simply extremely proficient in utilizing your user data and social interactions. Consequently, this is the main reason why Meta has encountered numerous privacy concerns, as your data is essentially auctioned off to the highest paying party.
As a result, using Instagram and Facebook Ads is one of the most cost-effective methods to generate new client opportunities for residential painters.
How Much Do Painting Leads Cost on Social Media?
The answer is dependent, but aiming for $30-$60 per lead is considered a favorable goal.
We suggest allocating a daily amount of money ranging from $40 to $50, which is equivalent to approximately $1200 to $1500 per month. The primary element that determines your cost per acquisition (CPA) is your cost per click (CPC). There are various factors that can influence your CPC, such as:
Painting Contractor Marketing Ideas
When it comes to painting companies, the term “marketing ideas” makes me uneasy as it assumes that sustainable results can be achieved with a few unrelated ideas, without an overarching framework.
The term refers to the idea that marketing for painting contractors should consist of a variety of tactics, strategies, and occasional quick efforts that are utilized as necessary, similar to using a magic wand.
On the contrary, the most effective strategies for marketing a painting business are not mere “ideas”. Rather, you should seek marketing systems that are consistently implemented to attain specific outcomes on a scheduled and continuous basis.
Here are some systems of this kind:
Many painting contractors fail to market to their past customers, despite the fact that it is the sole method of achieving stability, predictability, and equity in their business. Quarterly, it is recommended to conduct customer reactivation campaigns with offers and deadlines, using various steps and mediums.
Many painting contractors make the mistake of using a broad approach to marketing in order to generate leads. However, they often exhaust their resources before seeing any results. Instead, it is better to focus your efforts on a specific target market. This allows you to not only obtain leads, but also receive referrals from this market. By doing this, you can enjoy the advantages of both immediate sales and a continuous flow of referrals.
Many painters think of themselves as clerks at Wal-Mart, viewing the estimate process solely as providing a price to the customer and completing the sale. However, this is the opposite of how your estimating process should be approached.
As a painter, you frequently provide services that are equally costly as cosmetic surgery, legal services, or accounting services. However, we attempt to market these services through a feeble and feeble email two days after the visit – at a significant distance and with a notable disadvantage. Consider this: Do plastic surgeons, accountants, and lawyers promote their services in this manner? Definitely not! And neither should you!
In terms of marketing for commercial repaint contracts, I strongly believe that residential projects should be the primary source of income, while thriving through commercial projects. Contacting any facilities manager in your locality and enquiring about their recent interactions with painting contractors will typically yield responses such as “never”, “several years ago” or “can’t recall”.
By following a systematic approach, you can discover numerous lucrative, recurring commercial maintenance painting contracts in your local area. All you need to do is dedicate some time to marketing specifically for these opportunities.
If you focus on maintaining your marketing efforts for your painting business, the four key areas to prioritize are: marketing to previous customers, cultivating referral sources, securing commercial contracts, and enhancing your estimating process. By doing so, you will possess four valuable assets.
- Past Customer List
- Unconverted Leads List
- Commercial Repaint Target List
- Painting Referral Partner List
To prevent the waste of these resources, the solution is straightforward – engage in newsletter marketing. Each month, make sure to reach out to ALL previous customers and valuable prospects through your monthly newsletter. This method incurs costs of less than $12.00 per contact annually, while the sales generated from past customers alone average $1,000.00. From a mathematical standpoint, this approach is a guaranteed success.
If you are looking for marketing ideas for your painting business, I want to warn you that finding various, unrelated, and unverified marketing ideas is almost as risky as finding no ideas at all.
Instead of adding or removing information, focus on finding marketing systems that can be consistently used to enhance your previous efforts in a cohesive and uninterrupted manner. This is the key to achieving profitability, equity, and ongoing growth.