Most construction and renovation companies rely too heavily on portals such as Habitissimo, ReformasAdomicilio or ProntoPro. These portals are useful but they have three problems: the competition for each lead is brutal (five companies receive the same contact), the cost per lead rises every year, and the client always compares on price.
The winning strategy is to diversify so you rely less on portals and capture leads directly.
The three levers that work best
1. Local SEO by service + area: "full renovations in Indautxu", "24h plumbers in Getxo", "painters in Vitoria". A hundred well-optimised pages targeting specific combinations can generate between 50 and 200 leads organically per month at no cost per lead.
2. Google Ads at search time: emergencies (plumber, electrician, locksmith) are immediate searches with high intent. A Google Ads campaign with call extensions active at the right times and in the right areas converts very well.
3. Automatic qualification via WhatsApp: when a lead comes in, a chatbot on WhatsApp collects the job details (type, urgency, location, approximate budget) before passing it to the sales team. It qualifies in five minutes what previously required a fifteen-minute call.
Integration with quotes
For renovations, the next step after capturing the lead is to generate a quote. If the quote takes three days, the client has already approached two others. Automation makes it possible to generate preliminary quotes within a few hours, using AI to process photos sent by the client and calculate the standard line items.
The final quote requires a technical visit, but an immediate preliminary one prevents the client from leaving. The closing rate when the first contact includes an indicative price range is 3–4 times higher than when nothing is included until the visit.