How to Capture High-Quality Extension Leads at Every Stage of the Planning Process

Finding high-quality extension leads before your competitors do can feel impossible. Wait too long, and the best projects are gone, competition drives prices down, and your pipeline dries up.

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Understanding what a homeowner is thinking, why it matters to you, and how to capture leads at each stage of the planning process can give you a huge advantage and fill your pipeline with consistent, high-value opportunities.

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This guide breaks it down into actionable insights you can start using today. Let’s start with when a planning application is in early feasibility and design: 

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When an extension planning application is in early feasibility & design

Homeowners at this stage are exploring ideas and budgets for their extension. Architects may provide estimates, but timelines and costs are often optimistic. This is a great opportunity for you to offer practical guidance and spot potential issues early.

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Why this stage matters for contractors:

Engaging now positions you as a trusted expert before homeowners start talking to other builders. By offering advice early, you can build credibility, develop relationships, and become the first builder they think of when ready to move forward.

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How to capture leads at this stage:

Targeting homeowners at this early stage can be tricky, but the following tactics work well:

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• Offer rough cost estimates: Providing a free rough estimate helps homeowners understand what’s realistic. Even if they don’t move forward immediately, this approach opens the door to ongoing communication and positions you as the practical expert they can trust.

• Organic and paid social media: Share photos and videos of past projects and highlight practical tips for planning an extension across social media. You can also use paid ads on these platforms to reach homeowners interested in home improvement, interior design, or property upgrades, ensuring your expertise appears in their feeds at the right moment.

• Blogs & SEO: Publish content that answers common questions at this stage, E.g. ‘How to calculate extension costs’, ‘5 ways to reduce costs when building an extension’, and ‘Our top 5 types of extensions’. This not only educates homeowners but also demonstrates your knowledge and reliability, helping you stand out from other builders.

• Partner with architects: Architects are often the first people homeowners consult. Building strong relationships with them can result in referrals and transfer their established trust to yourself. 

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Did you know: Buildscout can alert you when the architects you already have a relationship with  appear in planning documents, giving you an early opportunity to engage with them  and get more referrals 

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When a homeowner is getting pre-application advice for their extension

This stage of the planning process is optional, but many homeowners seek pre-application advice to ensure their plans won’t face unexpected issues when officially submitted. Homeowners may not yet be looking to hire a builder, but getting involved at this stage positions you as a trusted expert and increases the likelihood they’ll choose you later.

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Why this stage matters for contractors:

Engaging homeowners now allows you to build trust and demonstrate expertise before they make decisions about which builder to hire. By offering practical guidance, spotting potential problems and providing realistic cost insights, you become the go-to builder when they’re ready to proceed.

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How to capture leads at this stage:

Targeting homeowners during pre-application advice can be challenging, but these tactics work particularly well:

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• Review plans and provide guidance: Offer to assess their pre-application plans and provide feedback on potential issues, costs, and practical considerations. Even a brief review and finding something that’s been missed can establish credibility and position you as a trusted expert early in the process.

• Organic and paid social media: Share explainer videos or images that address common pre-application questions, such as “Biggest mistakes before applying for planning” or “When pre-application advice is needed.” Regular posts help homeowners see your expertise and keep you top-of-mind.

• Partner with design review architects: As you may well know some architects offer design review services. Partnering with them to provide practical input on their analysis gives you early access to homeowners who are nearly ready to submit plans and allows you to build rapport before the hiring stage.

• Blogs & SEO: Homeowners often Google questions like “What will make my planning application get rejected?” or “How to avoid planning mistakes.” Publishing blogs or guides that answer these questions can attract traffic, start conversations, and position you as a knowledgeable builder. Paid search ads targeting these queries can also drive people to your website, but be warned, they can be expensive.

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When the planning application for an extension has officially been submitted 

Once a homeowner submits their planning application, you know they’re serious about moving forward with their extension. Many contractors assume homeowners already have a builder lined up at this stage, but this is often not the case. This is because there’s still a chance the application could be rejected, most homeowners wait until it’s approved to commit.

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Why this stage matters for contractors:

Homeowners are actively preparing for the build phase, researching contractors, and checking who they can trust with their project. By engaging at this point, you can demonstrate your experience, present your portfolio, and become the contractor they feel confident choosing when the green light comes through.

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How to capture leads at this stage:

This is the time to promote your services directly, showcase your work, and give homeowners a reason to start a conversation with you.

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• Direct mail: Online planning portals list newly submitted applications, giving you a clear, up-to-date source of extension leads. Reaching out with a well-designed letter or brochure introduces your business at the perfect moment. Doing this can take a lot of time and effort. Here you can read how Bespoke Construction Group have used Buildscout to fill their pipeline with high-value projects that suit them in terms of location and scope.

• SEO & website optimisation: Once their application is submitted, homeowners will Google contractors. Make sure your reviews, photos, case studies, and project videos are front and centre. Publishing helpful guides such as “What to look for in an extension contractor” or “Red flags when choosing a builder” builds trust and drives enquiries. Ensure your contact forms and phone details are simple, visible, and easy to use.

• Paid ads: Social media and Google ads work well here because homeowners are actively preparing to hire. Target keywords and audiences related to home extensions, and use strong images or videos of your past work. The downside is that ads are easy for competitors to copy and costs can climb, but when done correctly, they can capture high-intent leads.

• Architect partnerships: If you can partner with the architect who drew the plans, their recommendation can carry a lot of weight. Homeowners already trust the architect who drew their vision and that trust can transfer directly to you. 

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When an extension planning application is at the consultation and assessment stage 

At this point in the process the application has been validated by the local authority and being reviewed by planning officers. Neighbours and relevant bodies may also be consulted before a decision is made. Homeowners are often still researching who they want to work with so that if (and when) approval comes through, they can move quickly. 

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Why this stage matters for contractors:

Homeowners have already shown commitment by submitting their plans, but they can’t start building yet which means they often spend this time researching builders, comparing them and seeking reassurance about what happens next. They’ll value your guidance, and this window gives you a chance to engage and get to the top of their shortlist.

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How to capture leads at this stage:

Many of the tactics used during the submission stage still apply, but a few additional approaches can be especially effective here:

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• Direct mail: With access to planning data, you can send hyper-personalised direct mail that speaks directly to the homeowner’s project and situation. This gives you a huge advantage over generic marketing.
  

• Retargeting: If homeowners have already visited your website at any point during their planning journey, retargeting ads can keep your business front and centre. Running retargeting campaigns across Google or social media is cost-effective and works especially well when using testimonials, project photos, and visual proof of your expertise.

• Job board listings: Many homeowners still check job boards to find reputable builders, so having a presence there can help. It’s easy to showcase your reviews and past work, but keep in mind that these platforms can attract heavy competition and often lead to bidding wars based on price alone.

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When an extension planning application has been rejected

A rejection doesn’t end a homeowner’s extension plans, but it does create frustration, uncertainty, and a sudden need for expert guidance. Most homeowners won’t fully understand why their application was rejected or what their next move should be. Should they amend and resubmit? Appeal? Redesign entirely?

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Why this stage matters for contractors

This is a pivotal moment for contractors. By stepping in as the practical expert who can explain what went wrong and how to fix it, you position yourself as the calm, knowledgeable problem-solver they’re actively searching for.

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How to capture leads at this stage:

Homeowners here are deflated but still deeply invested, both financially and emotionally. Offering empathy, clarity, and a simple route forward builds trust quickly. A no-obligation review of their decision notice and plans can work incredibly well.

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Here are the marketing tactics that perform especially strongly at this stage:

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• Direct mail: Unlike earlier stages, these homeowners have an urgent, specific problem. You can target households whose applications were refused and reach them with highly relevant messaging such as “Has your extension been refused? We can help you understand why and what to do next.”. This level of precision is something most competitors simply can't match.

• Blogs & SEO: After a refusal, homeowners can turn to Google for answers. Searches like “How to appeal a planning refusal”, “Why was my extension rejected?”, or “Can I resubmit my plans?” spike immediately. Publishing clear, helpful content around these questions positions you as the expert they need and could lead them to reaching out to you.
  
  
• Social media: Educational posts about common refusal reasons, rebuild options, or real success stories resonate strongly with frustrated homeowners. Short videos or reels walking through how you helped a client overturn or fix a refusal can build strong emotional credibility.

• Partnerships with planning consultants: After a refusal, many homeowners turn directly to planning consultants for advice. Building relationships with these consultants gives you access to warm referrals from experts already guiding the homeowner. 

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When an extension planning application has been approved

Once approval is granted, homeowners are excited and ready to progress quickly. This is the moment where intent is at its peak: they have permission, a clear vision, a budget, and now need a contractor who can turn the approved design into reality. You. 

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Why this stage matters for contractors

Approved applications are some of the highest-quality leads in the entire planning process in terms of intent. These homeowners will build, the only question is who they choose. Many are eager to start immediately, meaning the contractor who reaches out first (which is why you should be reaching out to homeowners before this stage), demonstrates understanding, and provides reassurance often wins the job before competitors even get involved.

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How to capture home extension leads at this stage

Since these homeowners are fully committed, your marketing should focus on speed, credibility, and relevance. Here’s how to convert them effectively:

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• Direct mail: Approved applications are listed publicly with drawings and descriptions making this stage perfect for personalised outreach. By referencing their specific plans, you show you already understand the project. Here you can see how JH Building Services used Buildscout and our direct mail to secure an extension project within the first 4 weeks of joining!

• SEO: After approval, homeowners turn to Google with searches like; “How to choose a builder for an extension”, “Extension builders near me”, “Extension construction timelines and costs”. Having strong SEO content, galleries, case studies, and clear reviews helps you rise to the top. This is the moment where great online presence pays off.

• Paid ads: This is an ideal time to run ads targeting high-intent keywords such as: “Extension builder”, “Local extension contractors”, “Rear/loft/side extension builder”. Social ads showcasing before-and-after results, testimonials, and completed projects also perform well. Just keep in mind: because these keywords are competitive, costs can rise quickly.
• ‍Site visits & detailed quotes: Homeowners want to move fast. Offering quick site visits, transparent quotes, and clear breakdowns can be the deciding factor. Many contractors take too long to respond, so speed alone can win you the job.