Alameda Electric: Adding a Generator Lead Channel

Interview summary

Alameda Electric wanted to grow generator work without depending on one source of enquiries. Operations manager Garrett Howard explained how targeted advertising complemented manufacturer leads, referrals and the business’s existing reputation.

Three takeaways

1. 1. Another channel complemented the existing ones

   Alameda had presented itself as a general electrical company. For generators, it relied mainly on manufacturer leads. Garrett wanted another source of opportunity while retaining the channels that already worked.

2. 2. The message needed to reflect the business

   Garrett valued advertising that reflected Alameda’s brand and the quality of its work. That gave the sales conversation a consistent starting point.

3. 3. Discovery and contact could happen in different places

   Garrett described enquiries through campaign landing pages, but also people who saw an advertisement and later visited the company’s website or called. The final contact point did not always describe the whole journey.

What Garrett Howard, operations manager reported

• Garrett estimated three to four generators per month from SwiftSocial leads at the time of his interview.
• He described around four to five leads a week, sometimes arriving in waves. Manufacturer enquiries and word of mouth remained in the mix.

This is a historical monthly pace reported by Garrett, not a verified current run rate or a promise of one installation every week. He did not provide revenue figures in that discussion.

Make each lead source visible

List your current enquiry sources and the role another channel needs to play. Distinguish manufacturer leads, direct advertising enquiries, website contacts and referrals where records allow. Ask customers how they first heard of you as well as recording where they contacted you.