The home security industry is ripe with opportunity. As homeowners become more aware of home security systems and lean into the benefits of adopting a smart home, the home security industry is projected to grow 8% from 2020 to 2025 even in the wake of the COVID-19 pandemic.
To ensure your home security business capitalizes on this growth, you will need to adopt marketing strategies that overcome the unique challenges of this industry.
With a pay-per-call marketing campaign, you can purchase inbound call-based leads that are much more likely to convert than leads from other advertising efforts (local businesses can expect 25-40% of call leads to turn into customers opposed to 2% of online form-fill leads).
In a pay-per-call campaign, advertisers set their requirements, including call duration, category, and location, and then only pay for the inbound calls that meet their specifications. This form of performance marketing is especially advantageous for businesses that talk to customers via phone at some point in their sales cycle to answer questions or make an appointment – like the home security industry.
Pay-per-call helps home security businesses increase their marketing ROI with high-intent leads and a 35% conversion rate.
How Pay-Per-Call Solves Marketing Challenges in the Home Security Industry
Challenge #1 – Generating Consistent, High-Value Leads
Like all marketers, you want to drive a consistent stream of leads to your sales agents to keep them busy scheduling installations. But you don’t just want leads – you want the right leads. Leads that are outside your business’s service area or that come in outside your call center’s hours of operation are not worth your marketing spend.
With a pay-per-call campaign, you set your target geographies, business hours, and campaign categories, and only pay for calls that meet your campaign requirements. It’s also easy to manage your budget: call pacing allows you to set daily or hourly caps on total spend or billable calls.
The home security industry is successful in the pay-per-call space because consumers that want to schedule a security system installation are likely to call. And when they call, they are likely to convert: the home security industry sees about a 35% conversion rate on inbound pay-per-call leads.
Challenge #2 – Competing with DIY Security Systems
The home security industry is becoming crowded with DIY solutions that can be attractive to renters and homeowners due to price and convenience. To cut through the DIY noise, you need to specifically target consumer profiles that are more likely to prefer your systems over DIY solutions, such as established homeowners with families.
Pay-per-call allows you to target the kinds of customers you want by setting campaign categories and key geographies. You can also adjust your bid per category, so your ad is more competitive in key target areas.
Your pay-per-call network will be able to help you define and target your ideal consumer profiles, and they should have quality assurance techniques in place to ensure their publishers are only delivering the calls you want.
Challenge #3 – Avoiding Unwanted Leads
Your call centers can become bogged down with customer service calls or calls for DIY solutions. This wastes both the time of your agents and any advertising dollars you spent on those leads.
Look for a pay-per-call network that will set up qualifying methods such as Interactive Voice Recordings to filter out calls you don’t want, such as low-ticket service inquiries or customer service calls.
Challenge #4 – Local and National Competition
Because there are so many home security brands competing for similar customers, advertising can be extremely challenging, especially if you’re trying to reach a national audience. You need a marketing strategy that will give you a broad reach and consistent leads at a reasonable price.
If you partner with a pay-per-call network, you gain access their network of publishers who use a variety of online, offline, and carrier sources to generate qualified calls. This gives your campaign the reach of multiple publishers without the responsibility of managing multiple contracts.
Additionally, the right pay-per-call partner will deliver predictable call volume based on your call center needs.
Challenge #5 – Evaluating Marketing Efforts and Demonstrating ROI
It is nearly impossible to accurately track lead sources and correctly optimize your budget with traditional advertising.
With the right pay-per-call partner, you can easily track your campaign’s success with methods such as call tracking, call recording, and call transcription. These techniques help you identify the publisher sources and geographies that generate the most qualified calls, so you can optimize your budget accordingly.
For home security, the return on investment (ROI) for pay-per-call is high, even though the initial cost per lead may seem expensive. The average call in this industry lasts about 7 minutes, and calls typically have a 35% conversion rate. Your pay-per-call partner will be able to help you set a competitive bid for your campaign, but a competitive bid in this industry is typically around $65 for a call that lasts 90 seconds.
Get Started with Pay-Per-Call
Pay-per-call is a high-converting source of qualified leads for the home security industry. When looking for the right pay-per-call network, look for a trusted network that is committed to performance, superior service and delivers compliant, high-intent calls from unique traffic sources.
Soleo’s pay-per-call network generates thousands of home services calls each month and can easily scale to fit the needs of our advertisers. Our call traffic is generated in a way that complements your internal lead-gen activities, leveraging both our in-house lead generation team and our network of qualified, vetted publishers who adhere to strict network compliance stipulations.
We are dedicated to meeting our partners’ CPA requirements, and we offer call tracking, Interactive Voice Recordings, quality assurance, and dedicated support from our experienced customer success team.