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Old December 29, 2011, 07:53 AM
Cornell Cornell is offline
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Join Date: Sep 2006
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Default a little more on pricing specifics...

Hi Gordon:

I was curious where you were pricing in this day and age )

In my other posting I mentioned about having 5 other advertisers in the book....this method worked really well for the trades in that the price was well above the buck a booklet (and we are going back almost 5 years ago now)...when you start talking roofers, heating contractors, plumbers, etc....2.50 was a great price for getting a qualified lead....and the kicker was that each of the 5 trades offered a special discount to the holder of the booklet that they couldn't get anywhere else....

explanation...say Pete's Plumbing is handing out his booklets...in it was an ad for Tom's Roofing which offered "customers" of Pete's plumbing a 500 discount on any full house roofing job....calls come in to take advantage of that 500 discount...qualified lead that should be a 2.50 lead ...but in reality as not everyone of Pete's Plumbing customers needs their roof done right at the time...in actuality it averaged out to 1 in 11 for most of the trades which means the lead was worth 27.50...but still considered a bargain in this area in the trades for a qualified lead....and over the course of time more leads trickled in from people who had held on to the booklet...or cheated a bit by passing the booklet to a relative or friend who was in need of the work advertised which dropped the overall per lead cost.

And likewise in Tom's Roofing booklet Pete's Plumbing might have waived the service call fee...and so on and so forth.

So back in them good ol' days it was 250 per 100 for the trades booklets.

And the other non-trades were bringing a buck a booklet.

Hmmmm.....Almost think it might be time to revisit this opportunity )

Now it might seem strange that a roofer would hand out his own booklet to a customer he had just done the roof for...after all, how often does the customer do the roof...but the kicker on these was the other 5 businesses handing out their booklets with the roofers ad in them...and what is better than the perceived appearance of a company that you just had do work for you giving a perceived recommendation to the other 5 in the booklet.

Just comments for those going down the booklet path that might think there is not a market for them in the trades.
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