Owned and Operated - Episode #175 Summary Find The BEST Leads: Modernize VP of Marketing Jamie Smith Breaks Down the Secret to Success
Introduction
In Episode #175 of Owned and Operated, hosts John Wilson and Jack Carr delve deep into the intricacies of lead generation and marketing strategies within the home services industry. Their guest, Jamie Smith, Vice President of Marketing at Modernize, shares invaluable insights into Modernize's approach to lead aggregation, the evolving landscape of consumer search behaviors, and best practices for contractors aiming to maximize their lead quality and conversion rates.
Background on Jamie Smith and Modernize
Jamie Smith brings eight years of experience in the home services sector to his role at Modernize. With a background in marketing and technology consulting, Jamie has been instrumental in Modernize's mission to bridge the gap between consumers and home service professionals. Under his leadership, Modernize has generated over a billion dollars in business for its customers last year, managing approximately 50 million leads annually ([00:00] Jamie Smith).
Modernize has been a significant player in the performance marketing arena for nearly two decades and is now a key category under Quinn Street's expansive portfolio, which includes insurance, personal loans, and credit cards. Jamie emphasizes Modernize's commitment to connecting the right consumer with the right service professional, covering over 22 distinct services ranging from HVAC to electrical and plumbing ([01:46] Jamie Smith).
Understanding Lead Aggregation
When discussing lead aggregation, Jamie highlights that Modernize employs a multifaceted approach beyond traditional SEO strategies. He explains the shift in consumer behavior towards platforms like TikTok, Instagram, Pinterest, and Snapchat, which have become critical channels for capturing leads ([05:01] Jamie Smith).
Notable Quote:
“Consumers are actually changing their way they search using TikTok versus Google... You have to be on multiple platforms to capture these leads.” — Jamie Smith ([05:26])
Modernize leverages partnerships with major content platforms like Forbes and USA Today to educate consumers and direct them to their network of service professionals. This strategy ensures that Modernize remains adaptable to the ever-evolving digital landscape, incorporating AI-driven search queries and other emerging technologies to stay ahead of consumer trends ([07:35] Jamie Smith).
Lead Sources and Strategies
Jamie breaks down Modernize's lead sources into three primary categories, each contributing roughly a third to their overall lead generation:
- Display Advertising: Engaging consumers through targeted ads on high-traffic websites and help articles.
- Social Media: Utilizing paid campaigns on platforms like Facebook and Instagram to drive lead generation.
- SEO and SEM: Continuously optimizing for search engines to capture traditional and AI-driven search queries ([09:00] Jamie Smith).
Notable Quote:
“We have a lot of social media presence, which is almost entirely paid, and then we balance that with SEO and SEM to cover all bases.” — Jamie Smith ([10:37])
Best Practices for Contractors Working with Lead Aggregators
Addressing common misconceptions and challenges associated with lead aggregators, Jamie emphasizes the importance of providing performance data to Modernize. This collaboration allows Modernize to refine their media spending and optimize lead quality, ensuring that contractors receive high-intent leads that align with their business goals ([12:24] Jamie Smith).
Notable Quote:
“We want customers that are willing to provide performance data because it enables us to optimize and invest in the right type of media.” — Jamie Smith ([13:10])
Jamie advises contractors to view Modernize as a strategic partner rather than just a lead provider. By sharing detailed feedback on lead performance—such as book rates, demo rates, and close rates—contractors can help Modernize tailor their campaigns to better suit specific needs and improve overall outcomes ([16:20] Jamie Smith).
Challenges in Plumbing Leads
Plumbing, unlike HVAC or electrical services, presents unique challenges due to its urgent and often unpredictable nature. Jamie shares Modernize's ongoing efforts to segment plumbing leads more effectively, distinguishing between fixture-based requests (e.g., water heaters, toilets) and more complex issues like pipe leaks ([33:31] Jamie Smith).
Notable Quote:
“One of our superpowers is being able to take a request and identify it to the right job type, which allows us to better segment and price leads accordingly.” — Jamie Smith ([34:50])
Despite launching plumbing services only last year, Modernize has made significant strides in expanding their media sources and optimizing lead quality. However, the urgent nature of plumbing requests means that speed to lead remains a critical factor for success, necessitating quick response times to convert leads into jobs ([35:45] Jamie Smith).
Future Directions and Innovations
Looking ahead, Jamie is enthusiastic about Modernize's plans to further diversify their service offerings, including the upcoming launch of their Electric services. This expansion is supported by Modernize's robust media buying capabilities, which enable rapid scaling and optimization across various service categories ([49:37] Jamie Smith).
Notable Quote:
“We have some of the best media buyers you can find, allowing us to optimize campaigns quickly and effectively without contractors having to navigate complex bidding systems themselves.” — Jamie Smith ([48:30])
Conclusion
Episode #175 offers a comprehensive exploration of Modernize's strategic approach to lead aggregation and marketing within the home services industry. Jamie Smith's insights underscore the importance of adaptability, data-driven decision-making, and strong partnerships in navigating the dynamic digital landscape. For contractors seeking to enhance their lead quality and conversion rates, Modernize presents a collaborative and deeply analytical option that goes beyond traditional lead aggregation.
Key Takeaways:
- Multi-Channel Lead Generation: Embrace diverse platforms beyond SEO to capture modern consumer search behaviors.
- Data Collaboration: Share performance metrics with lead aggregators to enable optimized media spending and better lead quality.
- Segmentation and Pricing: Effectively categorize leads based on service type and potential value to ensure fair pricing and high conversion rates.
- Speed to Lead: Prioritize rapid response to leads, especially in urgent service areas like plumbing, to maximize job acquisition.
Further Information: To learn more about Modernize and their suite of services, visit modernize.com/pros or contact their team directly for a consultation.
This summary is intended to provide a comprehensive overview of Episode #175 for those who may not have the opportunity to listen. It captures the essence of the discussions, key insights, and actionable advice shared by Jamie Smith and the hosts.