If you run a kitchen, bathroom, roofing, window, landscaping, driveway or fencing business in the UK, you do not want more clicks. You want the phone to ring with real homeowners who are ready to book a quote. This playbook gives you a practical, step by step framework to increase high quality, exclusive enquiries in 30 days, with clear benchmarks for cost, conversion, and follow up. It also shows you how BuildBright’s rapid setup, custom targeting, and real time enquiries help you scale fast without wasting budget.

The goal: predictable, exclusive enquiries that convert

You grow when you speak to high intent homeowners in your service area, at budgets you actually serve. That means:

 

• Leads are exclusive to you.

• Enquiries arrive in real time so you can respond quickly.

• Campaigns target specific services, locations, and budgets.

• Forms pre qualify so your diary is filled with serious projects.

This is where many contractors see an instant lift in conversion, because you stop chasing shared leads and start working sales ready leads.

How lead generation works for contractors today

Modern lead generation is simple in structure and careful in execution:

1. Targeting. Define postcodes, travel radius, and the services you want more of, for example, composite doors in BN and PO, or flat roofing in LS and YO.
2. Offer. Put a clear, specific reason to enquire in front of homeowners, for example, free design visit, winter readiness roof check, or fixed price door supply and fit.
3. Capture. Use a short form that asks for contact details, property type, project scope, budget range, and timeframe.
4. Qualification. Filter out tire kickers with budget and timing questions and verify by phone or SMS if needed.
5. Delivery. Send the lead to you instantly or book an appointment on your behalf.
6. Follow up. Call within 5 minutes, send a confirmation SMS and email, and keep a short nurture sequence for slower movers.

That is the engine. You scale by increasing budget, expanding postcodes and adding proven offers.

The 30 day plan to increase the number of leads

Week 1, map the foundations:

 

• Services and offers. Pick two profit centres you want to scale, for example, bathrooms and UPVC windows. Create one simple offer per service.

• Service areas. List the postcodes you cover and the jobs you accept by minimum budget, for example, bathroom projects from £5,000.

• Form questions. Ask only what you need to qualify: name, phone, email, postcode, property type, service required, budget band, timeframe, brief description, marketing opt in.

• Routing. Decide who receives which leads. Sales mobiles, shared inbox, or CRM queues by service area.

• Follow up SLAs. First call inside 5 minutes, second attempt at 30 minutes, third attempt same day, plus SMS and a brief voicemail.

 

Week 2, go live within 24 hours:

 

• BuildBright sets up targeted campaigns in 24 hours after a quick requirements call.

• We launch ads and landing pages that match your offers and areas.

• You choose real time enquiries or pay per appointment, we recommend starting with real time to keep costs lower and control the diary.

​

Week 3, optimise quality and cost:

 

• Review CPL by service and area; pause any postcode that trends high cost with low intent.

• Tighten forms if quality dips, for example, make budget band required or add timeframe.

• Add one new variant of your best performing offer.

• ​

Week 4, scale:

 

• Increase budget 20 to 30 percent on the top two performers.

• Add a seasonal angle, for example, Q4 booking push for kitchens before Christmas, winter readiness for roofs and windows, and drainage or guttering checks before storms.

• Extend hours for call handling to capture evening enquiries.

​

Best channels and tactics: what is the best lead generation for contractors

 

• Local search and paid search capture intent right now.

• Paid social creates demand for visual services like kitchens, bathrooms, landscaping, and driveways when paired with strong before and after creatives.

• Lead forms plus instant call back convert better than click to website only.

• Exclusive lead partners who qualify and deliver in real time produce higher close rates than shared marketplaces.

If you serve windows and doors, consider content that shows energy savings and winter comfort. If you focus on roofs, feature emergency response, leak repairs, and storm proofing.

What percentage of leads should turn into sales when exclusive

When leads are exclusive, qualified, and you call within 5 minutes, expect:

• Contact rate:70 to 85 percent.

• Appointment set rate: 45 to 65 percent of contacted leads.

• Quote to sale rate: 25 to 45 percent by trade and ticket size.

• Lead to sale overall: 15 to 25 percent is realistic for many home improvement services, higher for urgent roofing and boiler jobs, lower for luxury kitchens.

If you are below these, tighten qualification, speed up first contact, and refine your pitch.

Real time enquiries vs pay per appointment

 

• Real time enquiries: lower cost, faster volume, you control speed to lead. Best if you can call quickly and have internal sales capacity.

• Pay per appointment: higher cost, less admin, booked directly to your calendar. Best if your team is on site and struggles to call back.

​

BuildBright offers both, so you can start with real time and add appointment setting as you grow.

Seasonality insights, plan your calendar

 

• Q4: windows and doors do well with energy efficiency and draught proofing angles, roofing repairs surge with storms, bathrooms and kitchens push for pre Christmas bookings.

• Winter: boiler, roofing and emergency works increase. Landscaping slows, but fencing and gutter cleaning can hold steady.

• Spring and summer: landscaping, driveways, conservatories, and exterior painting spike.

• Late summer: back to school refresh for bedrooms and flooring.

Use these patterns to shift budget before the curve, not after.

Is it worth it to pay for leads

Yes, if they are exclusive, pre qualified, and you have a tight follow up process. Shared lists inflate your cost per sale because you fight on price. Exclusive enquiries with real time delivery raise close rates and protect your margin.

BuildBright’s process, fast, simple, measurable

01 Complete the enquiry form
02 We will discuss your requirements
03 Your campaign is live within 24 hours

You choose real time enquiries or appointments. We target your service areas and budgets, qualify every enquiry, and deliver data rich leads to your inbox or CRM with instant notifications. We optimise weekly for CPL and conversion so you see steady improvements.

If you want a dependable stream of home improvement leads without hiring a full marketing team, we can help. For example, if you want to explore exclusive home improvement leads or prefer to buy home improvement leads on a predictable plan, we will tailor delivery to your workflow.

Quick answers to common questions

 

1. How to increase the number of leads: sharpen your offers, expand postcode coverage gradually, add seasonal angles, shorten forms while keeping key qualifiers, and speed up response times.

2. What is the best lead generation for contractors: combine local search for high intent with social for scale, use exclusive partners, and focus on clear, specific offers.

3. How does lead generation work: targeted ads drive to a form, answers qualify the project, the lead is delivered to you in real time or booked straight into your calendar.

4. What percentage of leads should turn into sales: aim for 15 to 25 percent overall when leads are exclusive and follow up is fast.

5. What is a good price to pay per lead: see the CPL ranges above, then back solve from your acceptable cost per sale.

6. Is it worth it to pay for leads: yes, if they are exclusive, qualified, and supported by clear SLAs and scripts.

Next step

Book a 15 minute planning call and go live within 24 hours. We will map your service areas, budgets, offers, form questions, routing and scripts, then launch a campaign that fills your diary with real customers.

We look forward to helping you build a steady pipeline of profitable projects.