Do You Know Where Your Leads Go To Grow?

UK fabricators invest heavily in generating consumer interest for their installer networks, yet once those leads leave the building, most have little idea what happens next. Until now.

LeadMaximiser, is the latest product from thinkivity’s The Glazing Hub. The new tool allows any company that hands out leads to its customers to manage the entire process and see exactly what happens to every enquiry, from the moment it is passed on to the point it is won, lost or left untouched.

The Glazing Hub

LeadMaximiser joins DocChecker, Notes2Quotes and GlazingBot in The Glazing Hub line-up, the platform built to bring reliable, industry-specific AI to the window, door and glazing sector.

The problem it tackles is one that comes up time and again for fabricators and system houses. Marketing budgets are spent driving homeowners to websites, showrooms and campaigns, with the resulting leads handed out to installers in good faith.

Too often, those leads simply disappear. Some are never followed up. Others are quoted slowly and lost to a quicker competitor. And in the worst cases, a lead generated by one fabricator’s marketing ends up being used to sell another fabricator’s product.

Common frustration

“Every fabricator I speak to shares the same frustration,” said Simon Monks, Managing Director of thinkivity. “They’re spending serious money to create interest in their products and then the trail goes cold the moment the lead is passed on. If you can’t see what happens to a lead, you can’t measure the return on the money it cost to generate it.

“LeadMaximiser closes that gap. Fabricators can see which installer received each lead, whether it has been contacted, quoted and converted and how long each stage took. For the first time, lead generation can be judged on real outcomes rather than guesswork.”

Most likely conversions

Visibility is only half of the story. Built into LeadMaximiser is an AI agent that helps fabricators distribute leads in the most effective way. By learning from how each installer performs in terms of how quickly they respond, how often they convert and how well they look after the homeowner, the agent recommends where each new lead should go, on a product-by-product basis, so enquiries land with the installers most likely to turn them into orders.

The same insight allows fabricators to reward their top-performing installers with more of the leads they have proven they can convert, creating a fairer and more motivating system across the whole network.

Better lead distribution

“This is where the AI really earns its place,” said Elton Boocock, founder of thinkivity, who leads product development for The Glazing Hub. “It isn’t about replacing the relationship between a fabricator and its installers. It’s about giving the fabricator the information to make better decisions and making sure the installers who do the best job are the ones who get rewarded for it. Better distribution means more leads converted. More leads converted means a better return on every pound spent on marketing.”

Business Pilot

Boocock added: “Crucially, installers do not need any additional software for LeadMaximiser to work. There is no new system to learn and nothing extra to log into, removing one of the biggest barriers to getting an entire installer network on board.

“For installers using the Business Pilot CRM, the process goes a step further. Through a connection between the two systems, the whole process is automated so leads flow straight into the installer’s CRM and their progress is reported back to the fabricator, with no re-keying of information and no chasing for updates.

“The Business Pilot integration means that for a large part of the industry, the whole thing just happens. The installer carries on working the way they always have. And the fabricator finally gets the picture they’ve never had.”

ROI

Simon Monks concluded: “Lead generation is a big investment for fabricators. LeadMaximiser means they can finally see what that investment is delivering…and make sure every lead works as hard as possible.”

Picture: Fabricators can take back control of lead spend as LeadMaximiser joins The Glazing Hub.

Businesses that distribute leads to installers can find out more and book a demonstration at theglazinghub.com