We’ll give you some ways that you can fix those mistakes also!
In the disaster restoration industry, and even for route marketers in service industries like plumbing, electrical, roofing, carpet cleaning, and commercial cleaning, the pressure to deliver leads can overshadow the core of what truly drives referrals: trust and relationships. Time and time again, route marketers fall into patterns that seem productive on the surface but fail to generate lasting results. These mistakes are often subtle and habitual, making them easy to overlook—but correcting them is essential for success.
Mistake #1: Focusing on Transactions Instead of Relationships
One of the most common blunders is treating marketing stops as sales calls instead of opportunities to build meaningful relationships. Route marketers may push brochures, deliver donuts, talk only about their services, and ask for leads outright—without investing time in learning about the referral partner’s business or pain points. This transactional approach may yield a few leads initially, but it does not cultivate long-term loyalty.
Correction: Shift your mindset from selling to serving. When you visit a referral partner, ask genuine questions: “How is your business doing?” or “What kind of clients are you looking for right now?” Show a sincere interest in their success. Building trust takes time, but when people feel like you care about their business, not just your own—they’re far more likely to send leads your way.
Mistake #2: Inconsistency in Visits and Follow-Ups
Another major error route marketers make is being inconsistent. Maybe they visit a location once and then don’t return for several months, or they follow up too aggressively and come across as desperate. Without a rhythm, it’s difficult to stay top-of-mind, and your contacts may forget who you are or what you do.
Correction: Develop a structured visit and follow-up plan. Create a route schedule and stick to it. Aim to show up on the same day and time, so your visits become predictable and welcomed. Every 30 days seems to work the best. In between visits, use touchpoints like handwritten notes, quick texts, or sharing helpful content online to stay connected without being intrusive.
Mistake #3: Talking Too Much, Listening Too Little
Many route marketers rely on their pitch. They go into a meeting ready to unload everything about their company—the services, the certifications, their people, the response times, but they fail to stop and listen. This one-sided communication quickly becomes tiresome and unmemorable.
Correction: Become a listener. Ask open-ended questions and truly hear what the client or referral partner is saying. For example: “What’s the biggest challenge your team faces with your current vendor?” or “What would make your job easier?” Or “How do you currently get leads and clients?” When you listen more than you speak, you uncover valuable information and demonstrate respect.
Mistake #4: Ignoring the Gatekeepers
Receptionists, assistants, and front-desk staff are often overlooked by route marketers who believe the only person worth their time is the decision-maker. This is a critical mistake. Gatekeepers are often the first line of defense, and their opinion can heavily influence whether or not you get through the door. Many times, the gatekeeper, who answers the calls, gets to “steer” the customer to a specific vendor. You want that to be you!
Correction: Treat gatekeepers like gold. Learn their names, ask about their day, and bring them coffee just because. When you build rapport 
with the front office, you’ll find that doors open more easily—and often, they’ll advocate for you when you’re not around.
Mistake #5: Lacking a Personal Brand
Many route marketers blend into the background. They say what everyone else says, look at how everyone else looks, and don’t differentiate themselves. In a crowded market, anonymity is death.
Correction: Build a personal brand. Find a unique hook or identity—whether it’s your quirky sense of humor, your commitment to always bring value, or your educational approach. Be memorable in the right ways. Your personal brand should align with your company values but still allow your personality to shine through. If your name is Chip – leave a “chip clip”, or your name is Jack, leave a Jack (as in the old game of Jacks. I have a client with the name Jaclyn, and she goes by Jax. You guessed it, she leaves a Jack on each visit.
Mistake #6: Failing to Track and Learn from Results
Finally, many route marketers operate blindly. They don’t track where their referrals are coming from, what visits were most productive, or which partners are worth investing more time in. This leads to wasted time and missed opportunities.
Correction: Keep a simple CRM or spreadsheet to log your visits, what was discussed, and any feedback received. Over time, patterns will emerge. You’ll see which relationships are blossoming, which tactics are working, and where you need to pivot.
Route marketing is more than just dropping off donuts and shaking hands—it’s about cultivating trust and creating lasting partnerships. The marketers who thrive are those who build relationships deliberately, consistently, and with authenticity. By correcting these common mistakes, route marketers can transform their roles from passive brand ambassadors into trusted advisors who generate real, sustainable leads.
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
Co-owner of The CREST Network, LLC
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