Case study · AFAB Services
Mark runs AFAB Services in Port St. Lucie, Florida, alongside a busy remodeling business, and wanted to sell more floor coating without chasing leads himself. Here's how it's going, told by Mark himself.
Close rate counts immediate closes on the appointments we book. Closed revenue is closed jobs multiplied by Mark's average job size.
Before AppointlyChapter 1
I would have 30 different things a week, but maybe two of them were legit.
Mark T., in the clip
Mark's last lead company sent volume, and he had to call every lead himself to set it up, on top of 13 to 14 hour days. Now we make the call, and all he does is say yes or no to a time.
His old lead company
30 new leads this week.
A booking from Appointly
Hey, this is the time. Can you make it at this time?
With AppointlyChapter 2 · No tire kickers
I like the idea that you vet the people, you make sure that they're not just kicking tires.
Mark T., in the clip
Every trip out costs Mark money. What he doesn't see are the two or three homeowners we talk to on the phone and decide not to put on his calendar.
Before it reaches Mark's calendar
With AppointlyChapter 3 · First close
So with not only getting your lead for the epoxy, I'm also going to get more work out of it on the remodeling end.
Mark T., in the clip
Mark closed the second appointment we booked him. He also runs a remodeling business, so that homeowner had more work for him inside the house. He calls himself a one-stop shop.
With AppointlyChapter 4 · Pay per lead
Out of those five clicks, maybe one is a solid lead for me.
Mark T., in the clip
Mark doesn't pay for clicks on his ads. He pays for homeowners we've vetted, who are qualified and ready to pull the trigger on their project.
With AppointlyChapter 5 · For the skeptics
I jumped into the deep end of the pool and I'm happy I'm swimming.
Mark T., in the clip
Mark had worked with lead generation companies before, and they didn't pan out. His advice to a contractor on the fence: take a leap of faith.
Chapter 6 · Calendar proof
Every blue block is a homeowner we qualified by phone and booked. Homeowner names shortened to first name and last initial. Tap to open it full size.
How has your experience been with us so far?
It's been good, it's been good. First couple of weeks, we're going to work out glitches, and things happen. It is what it is. You're getting a feel for me. Again, I'm not just an epoxy guy. I'm out here hanging doors in a commercial environment for a place called the Back Nine. I work for a commercial builder as well. I constantly stay busy, man. There's homes too. You name it, I do it. I'm at it seven days a week. The bread and butter is my remodeling business, but like I've spoken with you, I really, really am trying to push the epoxy more. I did get the pool deck. Yesterday went pretty good with that lady. There's a couple other things she wants to do with her house. I'm like, look, I'm your one-stop shop. Let's do your floor, I can close in your lanai. So it is what it is. But as far as working with you and your company, I'm satisfied.
It sounds like you can get a foot in the door with these people. You never know what they're going to want in the future as well.
That's exactly true. I get my foot in the door, give her my card, say, look me up online, look up my company, AFAB Services, BBB approved, then I put in my other spiel. So I'm your one-stop shop. A lot of people like that don't want half a dozen people traipsing in and out of their house.
Fantastic. And then the other question would be, a lot of people that I speak to have maybe never worked with a company like mine, or they don't know what it's going to be like. What would you say your experience was like as soon as an appointment is booked?
It's pretty straightforward. Here's the deal. You've already kind of paved the ground. I just go on in and sweep it up, basically. I wasn't sure what to expect, but I'm happy and I'm satisfied. Overall, it's a good experience. Yes, sir.
Okay, fantastic. Touching on what you just said, what did you expect going in versus what turned out to be different?
Pretty much what I expected is what I'm being delivered. And I like the idea that you vet the people. You make sure that they're not just kicking tires, because time is money, whether it's yours or mine. Both of our time is money. You're setting leads for me, I'm paying you to do that, and I'm appreciative that you're making sure that they're financially able, that they're not tire kicking, because it costs me money to go out and meet these people. So I appreciate that you're vetting them. You're doing your due diligence.
Exactly. At the end of the day, you might see that I book an appointment for you, but what you don't see is the two to three people that I spoke to on the phone that I decided it's not worth putting onto your calendar for now.
And that I very much appreciate. Because I think I had said I was working with a company before, and I would have 30 different things a week, but maybe two of them were legit. And of those two, I was lucky if I got one, because I'm not the only company out there booking it.
And with those, you had to call them yourself, right?
I had to call them myself, set it all up. Yes. Which takes time out of my day as well. I'm out here 13, 14 hours a day as it is. So that works well for me, that you're just saying, hey, this is the time, can you make it at this time? And I make a yes or no. So it's working out well.
And then in terms of getting started, I emphasized that it might take a while to ramp up. I think the first appointment that we set for you, you actually closed, right?
It was the second appointment. I did close that, yes. And with that, they have a whole bunch of remodeling stuff inside that they want to do, the 7 1/4 inch baseboards, all of that. So not only am I getting your lead for the epoxy, I'm also going to get more work out of it on the remodeling end. So it's a win-win for me.
Exactly, that's what it's all about. Front end, I'm on the phone all day, I book them in, you handle your side of the agreement. Okay, last question, because I speak with a lot of folks, and as you can imagine, kind of what you just mentioned, there's a lot of people that don't do a good job when it comes to generating leads or getting appointments. So when I speak to folks, a lot of them are skeptical. They might think, is it going to work for me? What would you say to them?
Being skeptical goes with the territory. It's understandable. Nothing ventured, nothing gained. I wasn't sure whether I wanted to do it or not, but I jumped into the deep end of the pool and I'm happy I'm swimming. So yeah, take a leap of faith. I've had lead generation companies before and they did not pan out. You guys are doing a great job.
And then final question, what's been the difference between paying for leads themselves versus with appointments?
Paying for leads themselves is working out better because, again, you are vetting the people. You are making sure that the lead is qualified and they are ready to pull the trigger to do whatever epoxy project it is that they're wanting. So paying per lead is working out well, because of the five clicks that you might get on the Facebook ad, or wherever you are advertising for my company, out of those five clicks, maybe one is a solid lead for me. So instead of just paying per click or whatever, if that's the right terminology, paying per lead is working out great.
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“Take a leap of faith.” Mark T.
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