How To Convert Bad Moving Leads

3 Types of "Bad" Leads You Can Turn Into Booked Moves

Are you buying moving leads? Are you buying leads from companies like Equate Media, Moving.com, Movers.com, Billy.com? Moving leads are a great cost effective way to generate business. But what do you do when you receive the occasional bad moving leads?

I’m sure you’ve experienced receiving a lead that has a fake name and phone number. Those are what I consider truly bad moving leads. I’m sure you’ve gotten those. It’s just part of buying moving leads.

But what about the leads that have the correct name and phone number but aren’t looking for a mover? When you call them they say, “I was just looking for an apartment” or “I just wanted to rent the truck, and do it myself” or “I was just looking for a realtor”. What do you do with those leads? Treat them as opportunities.

In this episode, I’m going to share with you 3 types of bad moving leads that you can turn into booked moves.

1. They want to rent a truck – not looking to hire a mover
What if instead of just saying, “Well, we’re a full-service moving company, maybe you should call U-Haul,”, start a conversation with them and say, “Oh, I understand. You’re probably looking to save a little bit of money, maybe get a few friends to help you out, right? Many of our customers originally call looking for a truck rental. After we end up quoting them, they are really surprised how close in cost we are for a full-service move.  After renting a truck, insurance, fuel and buying blankets it really adds up. Why don’t I go ahead and just give you a quote, and this way at least you can compare the two.”

You will be amazed at how many of these leads you will end up booking on the first call.

2. They are looking for a realtor – not looking to hire a mover
You can say something like: “What area are you looking for a realtor in?” and help them out. Hopefully, you have a few realtors that you’re working with and you are exchanging customers. They’re referring people to you, you can refer people to them.

Say to the customer, “I already have your email here with the lead that we received. Why don’t I go ahead and send you an email with a couple of realtors that we highly recommend? When you’re ready to move, give me a call and I’ll definitely take care of you on your move.”

That customer is gonna be grateful. You didn’t just say, “Well, we’re a full-service moving company. I don’t know why we have your information from this lead provider”. You went above and beyond. At some point, they’re gonna move. Who do you think they will think of when they do? Your company.

3. They are looking for an apartment – not looking to hire a mover
If they’re only looking for an apartment, send them an email with the link to apartmentguide.com and forrent.com or whatever sites are in your area. It’s a small gesture. You could have pre-made emails ready to go in your system that you could send out. And at the end of the email write, “Hey, if you need any information on your upcoming move or you have any questions on the moving process, anything at all I could help you with, feel free to call us anytime.”

What have you done at this point? You’ve built rapport with potential customers. You started to establish a relationship. You helped them find what they are looking for. They’re going to remember that. I can tell you, you will definitely convert some of these leads into booked moves. Not as many as you will for the people that are actually looking for a quote, but they will book.

Watch the video above for the full episode.

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Full Transcript 

[The following is the full transcript of this episode.]

Hey, guys, this is Louis Massaro, author of 10 Rules of a Profitable Moving Company and founder of Moving Mastery. Are you buying moving leads? Are you buying leads from companies like Equate Media, moving.com, movers.com, billy.com? If you are, I’m sure you’ve experienced bad leads. I’m sure you’ve experienced receiving a lead that the name is Elvis Presley, the phone number’s 123456789. Those are bad leads. I’m sure you’ve gotten those. It’s just part of it. I’m sure you’ve gotten them to your own website as well. And with those leads, those are bad. Those you wanna get a refund, you wanna get a credit, depending on the lead company’s policy, but those are truly bad leads.

But what about the leads that are the right name? They are the right phone number, but when you call them they say, “I was just looking for an apartment,” or, “I just wanted to rent the truck, I wasn’t looking for a mover”, or, “I was just looking for a realtor”. What do you do with those leads? Are you saying, “Well, I’m sorry we’re a moving company,” and then getting pissed off because you have ‘bad leads’ or are you making the most out of those leads?

So, we’re gonna talk about ways to actually take those leads and make the most of them. Because, chances are, you won’t get any type of credit for those leads, because there are people that are moving. It’s a real name, it’s a real phone number, it’s a real website, and they’re moving. So, I’m gonna tell you a few ways that you can turn these ‘bad leads’ into customers. We’ve done it for years. We used take these leads, and they were opportunities. Of course, they’re not ideal. Of course you want somebody that says, “Yes, I’m looking for a mover. Yes, I wanna hear your quote.” But, when someone says, for example, “No, I was just looking for a truck.”

What if instead of just saying, “Well, we’re a full-service moving company, maybe you should call U-Haul,” and hanging up on them, why don’t you have a conversation with them and say, “Oh, I understand. You’re probably looking to save a little bit of money, maybe get a few friends to help you out, right?” “Yeah, yeah. You get it. You get it. Yeah, absolutely.””You know, definitely, saving money is huge, we’re not looking to charge you large sums of money. To be honest with you, a lot of our customers that call that originally are looking for a truck rental that we actually end up giving a quote are really surprised how close in price we are for a full-service move, compared to renting a truck and getting insurance and getting fuel and buying blankets and things like that. Why don’t I go ahead and just give you a quote, and this way at least you can compare the two.”

When you do that, when you take that potential bad lead and turn it into an opportunity, they will convert. A lot of those “I’m just looking for a truck rental” leads, you could convert them right there on the spot, because at the end of the day, yes, will it be more money to hire you as a moving company? It will. But who really wants to do their own move? Who really wants to rent a truck, count on a couple of friends, pay them in beer and pizza. It’s not an ideal day for people. There’s a lot of rebuttals for somebody that’s just looking for a truck. There’s a lot of ways to show them how that’s not gonna be a pleasant day and how hiring your company is really the way they wanna go. And give them the price, let them see what it is, let them make that decision, but you will be able to convert a lot of those.

Let’s say they’re looking for a realtor. “No, I wasn’t really looking for a moving company, I’m looking for a realtor”. If they’re looking for a realtor, what does that mean? It means they’re gonna move at some point. So, have some resources available. “Oh, what area are you looking for a mover in?” “Oh, I’m looking for a realtor.” What’d I say? Mover. “What are you’re looking for a realtor in?” and help them out. Hopefully have a few realtors that you’re working with and you are exchanging customers. They’re referring people to you, you can refer people to them. Say, “Listen, I already have your email here with the lead that we received. Why don’t I go ahead and send you an email with a couple of realtors that we highly recommend that we’ve heard do a really good job. And hopefully that helps you out, and when you’re ready to move, give me a call and I’ll definitely help you out, I’ll definitely take care of you on the price.” That customer is gonna be grateful. You didn’t just hang up the phone and say, “Well, we’re a full-service moving company. I don’t know why we have your number”. You went above and beyond, and at some point, they’re gonna move.

So, whether that’s in a few weeks, whether that’s in a few months, whether it’s in a few years, they’re gonna remember that. And they will call back and you will turn them into a customer. Same thing for apartments. If they’re only looking for an apartment, send them an email with the link to apartment guides in forrent.com. It’s a small gesture that you could have pre-made emails ready to go in your system that you could send out. And at the end of the email, “Hey, if you need any information on your upcoming move or you have any questions on the moving process, anything at all I could help you with, feel free to call us anytime.” What have you done at this point? You’ve built rapport with them. You started to establish a relationship. You helped them in finding what it is that they are looking for. They’re gonna remember that, not everybody. But, I can tell you, you will definitely convert these leads. Not as high as you will for the people that are actually looking for a quote, but they will book.

So you go a little above and beyond for them. The people that are looking for a truck, that are moving right away, you can definitely convert them. You could definitely get them to change their mind from a do-it-yourself move to a full-service move. There’s a lot of rebuttals in that why you should hire a full-service company and not have your buddies come over and help you move your stuff.

So make the most of these ‘bad leads’, if you haven’t been doing it so far, because they will convert. You could also put them into a nurture system where you follow up with them later on. Some automated emails, things like that. But I know a lot of companies that just really toss these leads to the side. And it’s a training effort, too. You’re gonna have to train your sales team about this, but I’m telling you, these leads will convert if you put in a little bit of time. You’re already on the phone with them anyways. It only takes a little bit of extra time. If you’re gonna send them an email, you should have canned emails, already preformated, ready to go. You already have their email if you received the lead from a lead provider. Send them an email with some helpful resources. Don’t give up on those leads. You’re gonna convert ’em, you’ll book more moves that way, and it’s gonna help you drive your marketing costs down. Alright?

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