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How a kitchen fitter fills a diary with home visits
How a kitchen fitter fills the diary with home visits: the angles that trigger a booking, the qualification, and visits to avoid.
Published on · Joh · 8 min read
In fitted kitchens, everything turns on one visit. The quote is built during the appointment, and so is the relationship. The problem is therefore not getting contacts, it is getting visits that convert.
A diary full of useless appointments costs more than an empty one: you pay for the travel, the measuring, the pricing up, and you sign nothing.
The indicator that actually matters
Not the number of enquiries. Not the cost per enquiry. The cost per attended appointment that leads to a priced quote.
A campaign that generates thirty enquiries at €25 and five useful visits costs you €150 per useful visit. A campaign that generates ten enquiries at €70 and seven useful visits costs you €100. The second is better, even though every one of its surface metrics is worse.
That is the central trade-off in this trade, and it is the one most campaigns get wrong.
The angles that bring in real projects
The space constraint. "A 7 m² kitchen that fits everything" speaks to someone with a concrete problem who thinks there is no solution. Very effective, because it filters naturally.
The installation lead time. The question comes up at every appointment. Handling it upfront attracts people with a dated project, and puts off the daydreamers.
The price range, stated plainly. Show three kitchens at three budget levels with the differences explained. You lose the browsers and you gain the people who know where they sit.
The fit, sped up. Removal, installation, finishes. This is what holds attention longest, and it shows your team at work.
A client's before and after. The most powerful of all when you have permission to film, especially with the client's voice over it.
Qualification, before the visit
The form does half the work. The questions that move the conversion rate:
- Which town the property is in
- Whether they own the property
- When they are planning the installation
- Whether they have a budget in mind
- Whether it is a replacement or a new build
Someone who fills in five fields at 10pm is far more committed than someone who fills in two. You will get fewer enquiries. That is the point.
A second filter, often overlooked: a five-minute call before booking the visit. You confirm the project, the timing and the rough budget. That call alone removes a good share of the wasted journeys.
Calling back within the hour
A homeowner filling in a kitchen form has usually filled in two or three the same evening. The first to call back gets the appointment, and often the signature.
What that means in practice:
- An immediate notification, not a daily email digest
- Someone who can call back that evening or first thing in the morning
- An automatic confirmation message within the minute, telling them when you will call
This is the single biggest improvement to your results, and it depends on no advertising setting at all.
What loses you money
Targeting too wide geographically. You travel within a given radius. Beyond it, every enquiry is a refusal you paid for.
Leading with a discount. Campaigns built around a promotion attract price hunters, who compare three quotes and take the cheapest. You are paying to feed your competitors.
Showing only high-end kitchens. You attract projects that are out of budget and stop at the pricing stage.
Switching campaigns off in the quiet season. People often plan their kitchen several months before the fit. Running out of season costs less and fills the spring diary.
Retargeting, under-used
On a purchase worth several thousand euros, almost nobody fills in a form on the first ad they see. Retargeting website visitors and long video views is often the most profitable part of the budget.
With one caveat: you need new creatives regularly. Retargeting the same people with the same video for two months ends up irritating them and costs more and more.
Going further: Why Facebook quote requests have a bad reputation and Facebook ads for a pool builder.
Want a diary full of useful visits? . We look at your area, your conversion rate and your margins.