James Dooley Podcast

Kasra Dash: So if I have a boiler company and I am looking to generate more boiler enquiries, maybe boiler repairs or new boiler installations, and I want a consistent flow of enquiries for my boiler business, what do you recommend?

James Dooley: The first thing I would look at is lead generation companies.

James Dooley: I would try to team up with places like Bark, Checkatrade, TrustATrader and Build a Builder.

James Dooley: All of those places might generate leads.

James Dooley: I would make sure I am tracking every single one of them.

James Dooley: I would probably go out to each of them and test them.

James Dooley: As a business owner you want to track KPIs and see which one is giving the highest return on investment.

Kasra Dash: If you are a boiler company I strongly recommend going over to FatRank.com and filling in the form to see whether you are accepted.

Kasra Dash: We also need to know whether you are a boiler installer, whether you supply the boilers, or whether you just service, maintain and repair existing boilers.

Kasra Dash: When you fill in the form at FatRank.com, they do a lot of boiler installation, boiler repair and boiler servicing leads throughout the UK.

Kasra Dash: See whether you are accepted.

Kasra Dash: Do not throw all your eggs in one basket.

Kasra Dash: Make sure you have diversification.

Kasra Dash: The best thing about FatRank from a lead generation source is that it is a no risk supply of enquiries.

Kasra Dash: You pay nothing for SEO, nothing for PPC, nothing for the lead.

Kasra Dash: You only pay if the job converts and you make profit.

Kasra Dash: But make sure you try others too because there might be a finite amount of leads FatRank can generate.

Kasra Dash: You might want 20 leads a day but FatRank might only generate five or ten a day, so you need multiple sources.

James Dooley: The problem with many lead generation companies is that they resell the same lead four or five times.

James Dooley: You are not getting exclusive leads.

James Dooley: From FatRank’s point of view, when we check some boiler companies their branding is terrible.

James Dooley: We can generate a perfect lead where someone wants a commercial boiler, or a boiler ripped out and replaced with a combi boiler, along with new radiators.

James Dooley: If the company’s branding is not good, they may not convert the lead.

James Dooley: That affects us because we get paid based on conversions.

James Dooley: What are your thoughts on organic SEO for generating leads and building a positive reputation?

Kasra Dash: You are doing yourself a disservice if you do not have a website.

Kasra Dash: If you do not have solid five star reviews, you will struggle.

Kasra Dash: Even having four or five strong reviews is enough to start.

Kasra Dash: Many businesses enquire with FatRank and they are nowhere to be seen.

Kasra Dash: They have no website, or a site that has not been updated in six years, or just a basic landing page.

Kasra Dash: They have no reviews, or bad reviews, or two star ratings.

Kasra Dash: If you line these things up first, you have a far higher chance of being approved.

Kasra Dash: If you have no professional email, or you are a one man band with no dedicated sales team to call leads, that affects conversion.

Kasra Dash: That is not just with us, that is with every lead generation company.

Kasra Dash: If your online presence is bad, you will think all leads are bad.

Kasra Dash: Invest in SEO, build dedicated service pages such as boiler repair services, new boiler installations and commercial boiler installations.

Kasra Dash: That helps.

Kasra Dash: Getting Google Business Profile reviews helps with local searches like “boiler repair near me”.

Kasra Dash: SEO is a long term play.

Kasra Dash: After two years you can generate your own enquiries and rely less on FatRank or Checkatrade or Bark.

Kasra Dash: Away from SEO, what do you think about PPC?

James Dooley: PPC generates leads instantly.

James Dooley: You can turn it on and get leads today.

James Dooley: The issue is the cost.

James Dooley: You need deep pockets.

James Dooley: You need a professional PPC agency.

James Dooley: If you do not know about click fraud, negative keywords and filtering heating engineers who click your ads, PPC can burn your budget.

James Dooley: PPC for boilers is expensive.

James Dooley: I would avoid it if you do not know what you are doing.

James Dooley: If you are experienced, have a strong converting website and solid CRO, PPC might be worth running.

James Dooley: A better paid ads play might be social media.

James Dooley: You could run social media ads using grants, special offers or local discounts.

James Dooley: You could say you are offering 50 percent off servicing in a specific area.

James Dooley: If your normal price is £75, you could frame it as normally £150, now £75.

James Dooley: That gets attention, and once you are in the home you might upsell a replacement boiler.

James Dooley: What do you think about organic social media?

Kasra Dash: You could do YouTube videos covering every boiler error code.

Kasra Dash: Many people search for error codes.

Kasra Dash: If your video comes up and explains whether the boiler is failing or needs maintenance, that is a good lead source.

Kasra Dash: Some error codes mean the boiler is finished, which is a chance to sell a replacement.

Kasra Dash: Some codes just mean it needs annual servicing.

Kasra Dash: Covering everything on YouTube would work in your favour.

James Dooley: For sure.

James Dooley: If you are a boiler company and want to grow and get more leads, go to FatRank.com and fill in the form to see whether you qualify.

James Dooley: Ideally we want heating engineer companies that work nationwide throughout the UK.

James Dooley: You need a good online presence.

James Dooley: If you tick the boxes we are generating commercial boiler, residential boiler, boiler repair and boiler servicing leads every day.

James Dooley: Head over to FatRank.com and see whether you qualify for the lead generation.