Quality leads are crucial for installation companies, but many may already be sitting on a wealth of high value contacts and quotes that need more time to bear fruit. We talk to Ab Initio’s managing director, Rhonda Ridge, who explains how AdminBase Campaigns can help installers capitalise on their existing database with effective, targeted email marketing.

Q: Rhonda, conditions are still very challenging for installers, and many are understandably focusing heavily on generating new leads – but are they overlooking opportunities they already have?
Rhonda Ridge (RR): There is a lot of pressure on installers currently and it’s no surprise that generating quality leads is such a high priority. Subsequently, there is also increased pressure to convert those leads quickly, not just because they are so integral to winning sales but because they cost of acquiring them is also rising.

However, it’s important for installers to remember that leads are still valuable, even if they don’t immediately translate into a sale, and if you have a CRM like AdminBase, then you could already be sitting on a wealth of decent prospects that may just need a bit more time and encouragement.

Don’t forget that many homeowners are now taking the time to research their options, and to compare quotes. They’re also likely to wait until they feel confident enough to spend. We’ve seen in the last six months how quickly things can change with interest rates, inflation and household costs, which is why quotes may become dormant until confidence returns.

Timing is everything, but communication is also vital in order to keep potential customers engaged.

Q: What are the ways in which installers can follow up on leads, rather than just chasing a sale?
RR: Hounding a prospect for a sale is more likely to erode the customer relationship, especially as homeowners are on the receiving end of countless marketing communications, so I would suggest a softer approach that could include keeping them up to date with recent installations, positive testimonials, exciting new products and seasonal offers, or even tips on how to improve energy efficiency.

It’s about reminding homeowners that you are there, building trust and credibility over the long term, so that when they are ready to move forward, your business is at the top of the list.

Q: And how does AdminBase help installers to make the most of their existing database?
RR: With AdminBase Campaigns, which is an optional add-on to the main CRM system, installers can create tailored email campaigns directly from their database.

This allows them to reconnect with a prospect that may have asked for a quote at the start of the year and could now be in a position to proceed, or a previous customer who may have had new windows installed several years back but who could now be in the market for a new entrance door, for example.

The journey from initial enquiry, to deposit and sale could take months – maybe even longer – but if you’ve kept in touch along the way, with engaging communications, or maybe even finance promotions, the energy you put into nurturing that lead will pay off in the long run.

Q: Can you tell us more about how Campaigns works?
RR: It allows AdminBase users to create an email campaign simply by viewing and selecting leads and customer data that’s already in the system and one of the big advantages is that you don’t have to export that data into third party software.

As it’s all integrated within AdminBase, the process is fast, accurate and everything can be managed on one platform. That also means that any follow up action or additional information is also contained and clearly visible to other members of the sales team.

Q: You’ve announced that you will be exhibiting at the FIT Show 2027 – what can we expect from you in the run up to next year’s exhibition?
RR: As you would expect, there will be a strong focus on all the benefits of the AdminBase system for installers at the show next May, but we are also planning to gain valuable insight into consumer buying patterns and behaviour in the run up to the exhibition.

This will be delivered through extensive, evidence based research – which we look forward to sharing later this Autumn – all designed to empower our customer base by giving them even more of an advantage in the home improvement sector.