Ask Jamie: How Can We Increase Enquiries and Create Recurring Revenue?
Q: We’re struggling to get enquiries for our outdoor cabins and garden studios. Is this just the current economic climate, since we’re a ‘want’ rather than ‘need’ purchase? Also, how can we create subscription or regular income from previous customers?
A: This is exactly the kind of challenge I love helping business owners tackle.
While it might be tempting to blame the economy, what I’ve learned from my experience with Entrepreneurs Circle is that it’s rarely the full story.
Let me share something Nigel Botterill often says about this – it’s what he calls ‘Bananarama Syndrome’: ‘It ain’t what you do, it’s the way that you do it’.
Getting Those Enquiries Flowing Again
First, let’s talk about your enquiry drought.
The good news? This is often easier to fix than you might think.
Start with your Google Ads – they’re likely not working as hard as they could be.
When I work with clients on this, we usually find their campaigns need fine-tuning rather than a complete overhaul.
Look at your keywords, add some negative keywords, and make sure your targeting is spot-on.
Your website needs to work harder too.
One immediate win I often recommend is implementing ResponseIQ – it’s a brilliant tool for connecting with potential customers instantly.
But beyond tools, we need to look at your messaging.
Are you selling the lifestyle benefits of having a garden studio, or just listing features?
There’s a world of difference between “15 square metres of outdoor space” and “your perfect home office retreat”.
Creating Steady Income Streams
Now, this is where it gets interesting. I recently worked with a similar business who transformed their model by thinking differently about recurring revenue. Here are some proven approaches that could work for you:
Think about premium maintenance packages – but not just regular check-ups.
Consider offering seasonal refresh services where you update interiors quarterly. It’s like giving customers a new cabin experience every season without them having to buy a new one.
One of my clients has had great success with this model, offering new cushions, accessories, and styling updates as part of a premium package.
Extended warranty programmes can be another goldmine. But here’s the key – make them comprehensive and valuable.
Don’t just offer basic coverage; include priority response times, annual inspections, and genuine peace of mind. It’s about creating a premium service that customers want to pay for.
Here’s an innovative idea that’s working well in other sectors: create an upgrade programme similar to mobile phone contracts.
Customers could pay monthly, knowing they’ll get access to new features, technology updates, or even new models as they’re released. It’s about turning a one-off purchase into an ongoing relationship.
Making It Work in Practice
The key to success here isn’t just picking one of these strategies – it’s implementing them properly.
Start with your enquiry generation because that’s your immediate challenge.
Get your Google Ads optimised, improve your website messaging, and make it easier for potential customers to connect with you.
Once that’s working, you can layer in the recurring revenue streams.
But here’s something crucial I’ve learned: don’t try to launch everything at once.
Pick one approach that resonates most with your business model and perfect it before adding others.
Next Steps
If this feels overwhelming, don’t worry – it’s natural. These are significant changes, but they don’t all need to happen at once.
Start with your most pressing need – getting those enquiries flowing again.
Then we can look at building your recurring revenue streams.
I’d love to help you map out a specific plan for your business. Let’s have a virtual coffee and dive deeper into what would work best for your situation.
We can review your current marketing, identify quick wins, and create a practical plan for implementing these ideas in a way that makes sense for your business.
Best wishes,
Jamie
P.S. Remember, every successful business started with one working marketing channel. Let’s find yours.
