Pro Service Builders
Marketing Automation
THE CHALLENGE
Pro Service Builders is a commercial restoration contractor in Arkansas, specializing in restoring properties damaged by fire, water, and wind. While the company has a strong reputation for quality work and exceptional customer service, it wants to grow its presence among schools, higher education institutions, manufacturers, and churches across the state.
Decision-makers in these sectors were often under stress when making a decision on a partner, dealing with damaged facilities and urgent restoration needs. Because the market is full of major national players in this industry, many were unaware of Pro Service Builders’ capabilities, making it difficult for the company to connect with new clients in a competitive market.
The challenge: how do we increase awareness among key decision-makers and turn that awareness into qualified leads, while addressing clients who needed urgent, trustworthy restoration services?
OUR SOLUTION
Building on our existing full-service relationship, which includes designing and maintaining Pro Service Builders’ website and overall marketing, Forum Communications developed a multi-pronged campaign focused on email automation and content-driven engagement.
Key tactics included:
Targeted Email Campaigns
Integrated Pro Service Builders’ CRM with their email platform to deliver industry-specific campaigns for schools, higher education, and churches. Emails were crafted to feel personal, authentic, and one-to-one.
Video Case Studies
Partnered with a professional video team to film on-site for two days at real projects. These videos were incorporated into emails to visually showcase Pro Service Builders’ expertise.
Downloadable Checklist Guides
Our design team created branded, easy-to-use checklists and guides highlighting restoration best practices. These resources were included in the emails to drive engagement and provide value to recipients.
Engagement-Based Follow-Ups
Recipient behavior, including opens, clicks, or non-responses, triggered tailored follow-up messaging to maximize engagement and nurture leads.
System Integration
Connected Pro Service Builders’ existing CRM to their email marketing platform, creating a seamless workflow to track engagement, measure results, and enable data-driven follow-ups.
RESULTS
The campaigns delivered well above industry benchmarks, turning cold outreach into qualified leads:
| Campaign | Contacts | Open Rate | Click-Through Rate (CTR) | Leads Scheduled |
|---|---|---|---|---|
| Public Schools | 213 | 69.1% | 16.6% | 45 |
| Higher Education | 108 | 54% | 12.8% | 21 |
| Churches | 177 | 71.3% | 15.3% | 47 |
Industry Benchmark: The national average for B2B email campaigns is 15–28% open rate and 3.2% CTR. Pro Service Builders’ campaigns were consistently 2–5 times higher than benchmarks, turning awareness into measurable business opportunities.
Business Impact
- Expanded reach to decision-makers statewide.
- Created 113 engaged leads and future partnerships across three sectors, each representing significant project opportunities.
- Reinforced Pro Service Builders’ credibility with clients who needed urgent, reliable restoration services.
- Leveraged original video content and branded checklists to deliver high-value resources that drove engagement.