Lead-Generation Strategies for small to medium businesses

Description

1 CPD - TBC

Course Description:

How do small and mid-sized builders keep a steady flow of quality leads in today’s crowded market? In this session, George Affleck, founder of Curve Communications, will walk HAVAN members through proven strategies to attract, nurture, and convert homeowners using digital marketing systems built specifically for residential construction.

You’ll learn how builders are leveraging Meta ads, Google campaigns, and AI-powered CRM tools to stand out from competitors, track real ROI, and create predictable pipelines of business. With real case studies from BC builders, George will share what’s working right now—and what to avoid—so you walk away with practical ideas you can apply tomorrow.

Course Outline:

1. Setting the Stage 

• Quick intro: why lead generation is different for builders
• The invisible sales funnel—what it is and why it works

2. The Foundation: Attracting the Right Leads 

• Meta ads done right: local targeting, storytelling over selling
• Google search for high-intent buyers
• Case study

3. The Framework: Nurturing Leads into Clients 

• Cedar CRM: automating follow-up with SMS, email, and AI chat
• How to keep “lukewarm” leads alive until they’re ready to buy
• Case study

4. The Future: AI Tools and Trends for Builders 

• Chatbots, SMS and voice AI for dealing with leads
• Content creation: using AI for video scripts, blogs, and social
• Trends in digital marketing builders should be watching in 2025 and 2026

5. Putting It All Together 

• Actionable takeaways for small to mid-sized builders
• Recommended starter budget ranges
• Where to focus first if you’re resource-limited

SPEAKER:

George Affleck is a seasoned entrepreneur and senior marketing executive with over 20 years of experience across digital and traditional media. As Founder and President of Curve Communications, he has led successful campaigns for clients in government, healthcare, real estate, education, and more. With a background in journalism and a recent stint in politics, George blends strategic insight with storytelling to help businesses grow from startup to midsize. He’s the author of two books, a regular media contributor, and a trusted advisor known for transforming marketing teams into confident, results-driven professionals.