Water Conditioning & Purification Magazine

Mac Leads Celebrates 30 Years of Achievement

By William MacHale

In 1991, Founder and President William ‘Bill’ MacHale began generating warm sales leads daily as a life insurance agent while residing in the foothills of the Pocono Mountains in East Stroudsburg, PA. Sensing an opportunity for growth, soon thereafter he began working part-time with local home improvement companies. A chance encounter with a whole-house water treatment company opened a door to what became the primary market for his services. MacHale explains: “Thanks to a cold call I received for a free water test, I had the opportunity to showcase how I could generate many more leads for them, faster and more economically with our automated cold calls. I quickly discovered how people were more responsive to an invitation for a free water test than anything I had tried previously. After my water test, I didn’t hesitate to purchase a softener, acid neutralizer and RO unit for our home. I strongly believe everyone should have clean water and I take great pride in helping spread the word.”

The water treatment dealer happily agreed to be a reference for the fledgling company to help them recruit other water treatment firms from coast to coast. MacHale soon left his insurance agency job behind. From humble beginnings in the pre-Internet age, faxing leads and having only a few stand-alone auto-dialers utilizing audio cassettes, now Mac Leads emails leads to dozens of clients, with multi-line servers utilizing well over a thousand voice-over-IP (VOIP) phone lines, to generate the sound files that become leads. They now offer full-service, discount marketing list broker services as well.

Today, the company is a family-owned and operated business located just off the beach in Fort Lauderdale, FL. MacHale manages operations, marketing and customer support. His son, Jonathan, handles IT and lead processing. Although they service other industries (such as energy-saving home improvements, solar and indoor air purification) water treatment companies are the preference. “Mac Leads specializes in delivering exclusive homeowner water test leads daily to our clients,” MacHale said.

How it works
Mac Leads are names and phone numbers of homeowners responding to automated, daily water quality surveys conducted on demand exclusively for water treatment dealers in zip codes of their choice within their protected territories. Custom telephone surveys reach up to 3,000 or more homes per day, six days per week. At the end of the survey, the homeowner may leave their name and phone number, if they are interested in scheduling a free water test. Clients typically receive 20 to 40 leads or more over each two-week session. Mac Leads can generate leads for customers that their other lead sources may be missing.

As MacHale explains, nothing is as immediate and interactive as phone calls, which is why, even today, they are still a great lead source. He says: “We will do everything in our power to build a win-win relationship to keep clients coming back again and again. We work closely with our clients to help them pick the best zip codes to capture their target demographic.” A complete customer guide is provided, including a copy of the automated survey script, custom sample appointment scripts, rebuttals and more. Friendly telephone support is available daytime and evenings. With their strong telemarketing background, they enjoy advising appointment setters on how to best convert their Mac Leads into qualified appointments.

As Mac Leads moves toward the future, it looks forward to continuing to strive to provide the best possible service and value. The MacHale duo are committed to continually upgrading their technology, marketing lists and capacity to meet the needs of their customers now and for many years to come.

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