Chem-Dry Web Presence Generates Impressive Lead Numbers For Franchises

National site is just one part of a multifaceted marketing and support strategy that creates a steady pipeline of leads for franchise owners to pursue

During the long, at-home pandemic months, millions of homeowners dove into home repair and restoration projects. They also got their carpets, wood floors, upholstery and more cleaned by their local Chem-Dry floor cleaning franchise.

And how did they find Chem-Dry? For many if not most, especially those who had never worked with Chem-Dry before, they found Chem-Dry through an online search. That’s how they got to ChemDry.com, and eventually to their local franchise owner.

Robust web presence builds continuous stream of leads

That’s because Chem-Dry supports franchise owners with a solid national web presence, as well as online and traditional media advertising. It’s part of a comprehensive, always-evolving strategy to build name recognition, and get leads into the hands of franchise owners who can then book appointments — and business.

The national website is currently seeing 3% more visits than it did in 2020, which was a very busy year. And it’s also converting traffic into leads at a rate of 76%. “Tweaks and upgrades are constant, so franchise owners can always rely on the national presence as part of their overall marketing strategy,” says Doug Smith, Senior Vice President of Franchise Development.

National and local marketing pair well to build brand visibility

“Every Chem-Dry carpet cleaning franchise owner can have their own website, where they can promote specials, talk about all the services they provide and generate their own leads,” Smith says. “Those owners can, and do, also build very strong email campaigns to current customers so they can book repeat business. This allows them to have a very visible local presence.”

“The national site,” he adds, “is another layer on top of that. The same messaging is being used, and the national site also promotes sales and specials. When people ask for more details, their contact information is funneled down to that local franchise owner. From there it’s just a matter of booking an appointment to provide an estimate and landing that customer.”

Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with more than 3,000 franchises in more than 55 countries, serving 11,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 32 straight years. The Chem-Dry Hot Carbonating Extraction process delivers a faster-drying, deeper and more environmentally friendly clean that appeals to home and business owners. In addition to carpet and area rugs, Chem-Dry provides cleaning and renewal services for tile and stone, granite countertops, leather and upholstery, air ducts and dryer vents.
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