Most generator dealers have a follow-up process for homeowners who request an estimate.
You meet with the homeowner, inspect the property, discuss generator sizing, explain the installation process, review financing, and prepare a proposal. If the homeowner does not immediately move forward, you follow up.
You might send an email the next day, make a phone call, send a text message, and continue checking in over the following several weeks.
You do this because the homeowner has already shown interest. You do not want a valuable opportunity to disappear simply because the person was not ready to make a decision during the first conversation.
But what about the homeowners who visit your website and leave without calling or completing a form?
They may have explored your generator installation services, looked at your financing options, read your reviews, and viewed photographs of your work. However, because they did not identify themselves, most companies allow the opportunity to end there.
That is where remarketing creates a second chance.
Remarketing is a strategy that allows your generator company to stay visible to people who have previously visited your website or engaged with your online marketing.
After leaving your website, those homeowners may see one of your advertisements on Facebook, Instagram, Google, YouTube, or another website. Depending on the strategy you use, they could also receive a targeted postcard in the mail.
The objective is not to aggressively chase homeowners or make them feel as though they are being watched.
The objective is to continue the conversation.
A homeowner may not have been ready to schedule an estimate during the first website visit. Remarketing gives your company additional opportunities to answer questions, build familiarity, demonstrate credibility, and encourage that homeowner to return when the timing is right.
Imagine that 100 homeowners walk into a physical generator showroom.
They look at the generators, compare different models, read the financing information, pick up brochures, and examine the installation displays.
A small number approach the counter and ask to speak with someone. They may request a quote, schedule an appointment, or ask a specific question.
The rest leave without speaking to anyone.
That does not necessarily mean they were uninterested.
They may still be wondering:
They entered the showroom because they had some level of interest. They simply were not ready to take the next step.
Your website works the same way.
People enter your digital showroom, browse your services, compare their options, and leave. According to the figures discussed in the webinar, as many as 95% of website visitors may leave without calling or submitting a form.
Remarketing helps you reconnect with some of those visitors after they leave.
Generator dealers already understand the importance of following up with estimates.
When a homeowner says, “I need to discuss it with my spouse,” you do not immediately assume the opportunity is over. You recognize that the homeowner may need more time, additional information, or another conversation before making a decision.
You follow up because the lead is valuable.
Website visitors should be viewed in a similar way.
They may not be as qualified as someone who has already requested an estimate, but they have still demonstrated interest by visiting your website.
Remarketing adds additional touchpoints that would otherwise be impossible because you may not have the homeowner’s name, phone number, or email address.
Remarketing should not be the first strategy you implement.
It works best when it is layered onto a strong digital marketing foundation.
Before investing in retargeting campaigns, your generator company should have the following elements in place.
Your website should immediately explain:
Your phone number should be easy to find. Ideally, homeowners should be able to call, text, use live chat, complete a form, or schedule an appointment.
The site should also include authentic photographs of your team, trucks, technicians, and completed generator installations. These elements help homeowners see that they are dealing with a legitimate local company.
Your Google Business Profile should contain updated information, photographs, posts, service details, and a steady stream of customer reviews.
A strong reputation improves trust and helps homeowners feel more comfortable returning to your company after seeing a remarketing ad.
You need to know where your leads are coming from and what happens after they contact you.
Track:
Without tracking, it becomes difficult to determine whether your marketing is producing real business.
Remarketing requires an audience.
That means people must first visit your website.
Search engine optimization, Google Business Profile visibility, Google Ads, Facebook advertising, email marketing, and other traffic-generating strategies help build the audience your remarketing campaigns will later reach.
A generator dealer’s marketing strategy should generally be layered in the following order:
Remarketing improves the results of the traffic you are already generating. It does not replace the need for a strong website, reputation, and lead-generation strategy.
Google allows advertisers to reconnect with previous website visitors through its advertising network.
These homeowners may later see your ads while:
One practical way to incorporate remarketing is through a Performance Max campaign.
Performance Max can use audience signals that include previous website visitors and people who have interacted with your other campaigns.
Use a variety of authentic images, including:
You can upload multiple creative assets so Google has options when assembling and displaying the advertisements.
The campaign should also include clear messages about your services, service area, experience, financing, reputation, and generator brands.
Remarketing audiences may take time to build. The campaign needs enough website activity before it can consistently reach previous visitors.
Facebook and Instagram are particularly useful for staying visible after someone visits your website.
A complete Meta advertising strategy should generally include two separate campaigns:
This campaign introduces your company to new homeowners within your target market.
Its purpose is to generate awareness and send qualified traffic to your website or landing page.
This campaign targets people who have already visited your website or engaged with your content.
To create this audience, the Meta Pixel must be properly installed on your website. As people visit the site, Meta begins building a custom audience that can later receive your remarketing ads.
The audience may initially be too small for consistent delivery. Allow it time to grow as your prospecting campaigns, Google traffic, organic rankings, and other marketing efforts bring more visitors to the website.
Avoid messages such as:
This can make homeowners uncomfortable.
Instead, continue using helpful, professional advertising that reinforces your company’s value.
For example:
The homeowner should feel that they are naturally seeing your company again—not that they are being individually tracked.
Your advertisements should provide enough information to build trust even when someone does not click.
Include details such as:
Facebook users may expand the advertising copy and read it without immediately visiting the website. For that reason, detailed and persuasive ad copy can be valuable.
AI-generated advertising graphics can help create variety and attract attention. However, authentic content frequently builds stronger trust.
Consider using:
AI can be useful for backgrounds, layouts, visual concepts, and supporting graphics. However, it should not replace the real people and work that make your company credible.
Digital advertising is not the only way to reconnect with website visitors.
Website visitor postcard programs can identify eligible households associated with certain visits and automatically send a physical postcard.
This creates a tangible touchpoint after the homeowner leaves your website.
A homeowner might visit your installation page, leave without calling, and receive a professionally designed postcard several days later.
The postcard could include:
Because the recipient has already demonstrated interest, this can be more targeted than sending thousands of postcards to an entirely cold mailing list.
Postcard remarketing can also be based on the pages a visitor viewed.
For example:
Send a postcard featuring:
Send a postcard featuring:
This helps align the follow-up message with the homeowner’s original interest.
Another effective direct-mail strategy is to target the area surrounding a recent generator installation.
After completing an installation, you can send postcards to 25, 50, or 100 nearby households.
The message might say:
Your neighbor recently installed a home standby generator. Will your home be ready for the next outage?
Neighbors may have noticed your trucks, technicians, and equipment during the installation. The postcard reinforces that awareness and gives them an easy way to request more information.
Use authentic photographs from the installation whenever possible.
Remarketing is not always immediate.
Google and Facebook may require minimum audience sizes before advertisements begin delivering consistently. Your audience grows as more people visit your website.
That is why remarketing should be viewed as a long-term layer in your marketing system.
The sequence looks like this:
Not every visitor will return. The purpose is to recover opportunities that would otherwise have been completely lost.
A strong remarketing strategy should feel helpful.
The advertisements should answer questions, explain your process, demonstrate your credibility, and remind homeowners that your company is available when they are ready.
The goal is not:
“You visited our website, so buy from us now.”
The goal is:
“You were interested in protecting your home. Here is more useful information that can help you make the right decision.”
That distinction is important.
Helpful remarketing builds trust. Aggressive remarketing can damage it.
Generator dealers invest significant time and money into:
All of these strategies generate attention and website traffic.
Without remarketing, most visitors receive only one opportunity to remember your company and take action.
Remarketing gives those interested homeowners another chance to:
You have already paid to attract the traffic.
Remarketing helps you create more value from it.
Your website is your digital generator showroom.
People enter, browse, compare, and leave. Many of them still have questions, concerns, or objections that prevent them from reaching out during the first visit.
A complete second chance marketing strategy uses Google Ads, Facebook and Instagram advertising, direct mail, automation, and thoughtful follow-up to keep the conversation going.
Start with the foundation:
The companies that consistently stay visible, helpful, and credible are far more likely to be remembered when a homeowner is finally ready to purchase a generator.
Power Source works exclusively with generator dealers to build complete marketing systems that include web design, SEO, Google Business Profile optimization, Google Ads, Facebook advertising, reputation management, automation, remarketing, direct mail, reporting, and lead tracking.
Schedule a free strategy session to review your current website, local visibility, competitors, advertising, and opportunities for growth.
Request your free generator marketing strategy session today.