Floor layingTiling

Turning an unpredictable, economy-driven diary into a steady pipeline of full-room floors, bathrooms and specialist tiling

Heritage Floor & Tile · Winchester, Hampshire · 60 days

The challenge

Discretionary, high-ticket work: new floors, bathroom and kitchen tiling and natural stone are the first things households delay when money is tight, so demand swings with the economy
Feast-and-famine diary: busy spells followed by gaps with no work booked, making crew costs and cash flow hard to plan
Reliance on word of mouth and a few trade contacts: a slow month for referrals meant a slow month for the business
Enquiries lost to the 'we'll think about it' pause: cautious homeowners asked for a quote, heard nothing further and drifted to whoever followed up
Low-value enquiries took up time: single-room patch jobs and price-shoppers comparing five quotes with no real budget or timeline
Slow replies: the team is on site all day, so quotes went out late and larger jobs went to faster competitors

Google Business Profile with Winchester and surrounding service areas, services split by floors, tiling and stone, and before/after photos
Dedicated landing pages for flooring, bathroom and wet room tiling, and heritage and natural stone work, each with gallery, process, guarantees and a qualifying quote form
Quote form questions that filter: job type, room count and size, property age, postcode, timeline and photo upload
Review-collection process: request a review within 48 hours of every completed job, prioritising larger projects

Google Ads on high-intent searches (bathroom tiler Winchester, engineered wood floor fitter Hampshire, natural stone floor installation Alresford) with negative keywords for DIY, cheap and repair terms
Facebook and Instagram ads with before/after videos and a 'free floor and tile survey' offer, targeted by postcode and homeowner profile in target areas
Local SEO and Google Business Profile posts focused on larger projects to build trust ahead of paid spend
Partnerships with builders, kitchen and bathroom fitters, interior designers, architects and estate agents for referral work
Landlord and letting agent outreach for steady refurbishment and void-turnaround floor work
Seasonal campaigns: pre-Christmas and spring refresh, plus 'finish before the new year' booking windows

Automated form scoring: job type, room size, postcode and timeline put leads into A (target), B (maybe) or C (decline or redirect)
A-leads get a same-day call from the owner or estimator; C-leads get a polite text redirecting to a paid call-out or a signposted alternative
Photo or video request before booking any site visit, to avoid wasted trips
Budget framing in early messages ('most full bathroom tiling projects on a home like yours start around...') so price-only shoppers self-select out

Instant response · Within 60 seconds
Automatic text and email confirming receipt and asking for room photos, approximate size and postcode
Qualifying call · Same day for A-leads
Call to confirm scope, property age, subfloor concerns, timeline and budget range
Site visit or video survey · Within 3 days
Measure up and assess the subfloor, with a photo report of anything that affects cost or materials
Quote · Within 24 hours of survey
Itemised written quote with material options at good, better and best price points, guarantee details and photos of similar finished jobs
Follow-up 1 · Day 2
Text confirming quote received and offering a call to walk through it
Follow-up 2 · Day 5
Relevant review or before/after case from a similar property
Follow-up 3 · Day 10
Offer of a phased or alternative-material option if budget is the blocker
Follow-up 4 · Day 21
Final check-in with the next available start date
Long-term nurture · Day 30, 60 and 90
Helpful, low-pressure messages (care guides, recent projects, availability) to catch households that postponed
Post-job · 48 hours after completion
Request review and referral, and offer a care and maintenance guide

New → Qualified A/B/C → Survey booked → Quoted → Nurture → Won → Lost → Redirected

A steady pipeline beats a big spike: several lead sources and a long-term nurture track keep the diary filling when households hold back
Speed wins jobs: instant replies and same-day calls lift close rates on high-ticket work
Follow-up closes the sale: cautious buyers need several touches and a phased or alternative-material option
Undecided is not lost: nurturing 'not yet' leads at 30, 60 and 90 days recovers jobs that competitors drop
Filtering at the enquiry stage protects the owner's time and margin
Builder, designer and landlord partnerships add steadier work that is less tied to household confidence