Turning expensive leads into stronger conversions

By Jesse Sanchez. 

Dean Curtis of Ingage explains how contractors can use stronger content, branding and education to improve the in-home sales experience. 

As lead costs continue to rise, contractors are under more pressure to make every appointment count. In this episode of MetalTalk™, Karen Edwards spoke with Dean Curtis, CEO of Ingage, about how sales teams can improve lead conversion by creating a stronger, more consistent experience at the kitchen table. Dean said contractors often enter the home “either unprepared or poorly prepared” or without the confidence that comes from having sales materials that support the conversation. That gap matters, especially when a company has already invested heavily to get a salesperson in front of a homeowner. 

“Leads are so expensive today,” Dean said. “It’s really important now more than ever, to ensure that you’re getting the most out of the actual appointment.” For Dean, the first step is brand consistency. From logos and colors to imagery and voice, every element contributes to the homeowner’s first impression. He emphasized that content used in the home is part of the brand experience and should reinforce professionalism, not distract from it. The next priority is building trust. Homeowners want to know whether a contractor has done the work before, whether they can solve the problem and what options are available. Dean encouraged contractors to use testimonials, project galleries, before-and-after photos, warranties and certifications to show proof instead of relying only on verbal explanations. 

Personalization also plays a key role. Sales content should reflect the homeowner’s region, home style and project type whenever possible. Dean noted, “Ensure that the content that you're presenting in the home or that you're using in your sales process truly represents what they are.” When homeowners see themselves in the material, it helps the presentation feel more relevant and credible. Education is another differentiator. Homeowners often research online before an appointment, but that does not always mean they are well-informed. Dean said contractors can create clarity by using interactive content, video, photos and simple explanations that help homeowners understand the process and feel confident in the decision. 

Ultimately, Dean shares that the best contractors use content throughout the entire customer journey, from pre-appointment communication to reviews, testimonials, training and financing conversations. 

Listen to the podcast or Watch the conversation to learn more about how Ingage helps contractors strengthen their sales content and improve lead conversion!