I have to say in the past I have been burned by marketing agencies and I was very skeptical in hiring another one but I knew I had to finally do something to stay in business. I found Black Storm because a friend highly recommended them so I decided to see what they could offer and to find out if they were just another scam. After working with them for 9 months I will say they have been very kind and professional in our dealings and they have actually exceeded my expectations on lead generation. I haven't experienced anything bad with them so if you're looking for a trustworthy marketing agency then I would suggest to give them a try.
8/09/2019 - Google
Great job at seeing what my competitors were doing. We were able to shift and grow our campaign throughout the year and saw fantastic growth!
7/18/2019 - Google
Thanks to Blackstorm design & marketing we have got our website ranking at the top within 6 months!! We are crushing it with them. Great marketing company to partner with. Through every step they have impressed me on how professional and knowledgable they are. I suggest you partner with them.
8/25/2019 - Google
They have done a phenomonal job with keyword research on my competitors and helping us to target their client. After only four months we have seen noticeable increase in sales. Cheer
8/15/2019 - Google
BlackStorm is a real gem of a find. I had no idea all of the things my competitors were doing to grow and they broke it down for me and came up with a strategy for my company to grow as well. Happy customer
What kind of experience do property owners get when they come across your roofing brand online?
Is your business more concerned with roofing sales or how clients make their way to your company to book jobs?
As a roofer, understanding your ideal clients to help enhance your services starts by creating a roofing client journey map built for your company’s success.
Nowadays, it isn’t enough to build a stunning roofing website and wait for property owners to find your business. It is essential to take proactive action to get your roofing services or products in front of potential customers.
You may have heard of a client journey map, but wondering how your roofing business can benefit from it? But when done correctly, a user journey or client journey map can help to enhance your roofing brand’s client reputation and experience.
Think of a user journey map as a way of getting inside the client’s mind, know their perception and understand how they interact with your roofing business from the start to when they finally schedule for a job.
Keep reading to learn what a customer journey map is, why it is essential and how to create a client journey map for your roofing business.
What is a Roofing Client Journey?
A user journey or client journey refers to a prospect or client experience from when they first hear about your brand until they get an email thanking them for booking jobs with your company. Simply put, it is the entire client’s experience in attempting to hire your company for roofing services or products.
So, what is a client journey map?
A client journey map is the visual representation of your client journey when interacting with your roofing brand. With the aid of a client journey map, you can get a sense of your target audience’s pain points and needs.
Benefits of Mapping out Your Roofing Client Journey
Customer journey mapping is essential since it is a strategic approach to understanding your client’s expectations and optimizing their experience. Here are some reasons why a customer journey map is necessary for your roofing company:
Customer Journey Map Helps You to Stay Focused on Customers
Client journey mapping helps roofing contractors be educated and better understand how customers perceive your roofing services or products, values, and intentions, and how they interact with your business at various touchpoints.
When you bring in your biases and perspectives on how things should be done, a client journey map brings in real-time evidence and helps you understand what’s happening on the ground.
This makes sure that every team member in your roofing company is on the same page on what requires to be done, and they concentrate on creating fantastic client experiences and meeting customer needs.
Deeper Customer Insights Lead to a High ROI
To build a compelling client journey, you should first understand your customer. This implies you know what they want, how they behave, and, more essentially, what they don’t like about your roofing services. This is a crucial part of running your roofing business but is typically missed by roofers who want to build a perfect journey for them (rather than the customer).
The way a property owner interacts with a roofing business or brand through various channels is known as the touchpoints. These are points of interaction and contact that businesses or homeowners have with your roofing company.
Customer journey maps help discover such touchpoints and where maximum struggles and friction occur, assisting you to enhance such touchpoints and optimize every channel based on high-quality, real-time data.
The more meaningful interactions you have with your clients, the higher your chances of getting loyal customers who will market your roofing company to your network.
Customer Journey Mapping Gives Your Business a Competitive Advantage
The process of mapping out your client’s journey offers your roofing company a competitive advantage.
Your roofing crew should discuss your client’s experiences, empathize with their pain points and thus enhance their service.
This already is essential, but in the future, this will be a deciding factor why property owners prefer your roofing services over other roofers.
Helps Your Roofing Business Implement a Proactive Customer Service
A client journey map is synonymous with a road map to your client’s experience. It will help you identify moments when property owners will be delighted and instances where they might be faced with struggles or friction.
Understanding this ahead of time helps you to develop your client service strategy appropriately and intervene at times that increase your roofing brand value to the property owner.
Superior customer service also makes your roofing brand look more reliable to your client’s base. For instance, if it’s wintertime and you are anticipating a surge in demand for roofing services, you can email your customer base letting them know that your team is prepared to help them in case of storm or hail damage.
Customer Journey Mapping Can Help Create a New Target Client Base
As a roofer, if you don’t understand the client journey properly, you also don’t know the psychographics and demographics of your clients. Of course, it can be a waste of marketing dollars attempting to market your roofing company to a broad audience who will not later be interested in your products or services.
Researching your typical clients’ pain points and needs and describing their journey will give a perspective of property owners attempting to attain an objective with your roofing company. Thus, you can market your roofing services aggressively to that target audience.
A Customer Journey Map Can Help Refocus Your Roofing Brand with an Internet Marketing Perspective
Instead of attempting to identify your potential clients through conventional marketing, you can have property owners discover your company with the help of internet marketing.
Traditional marketing involves hacks that are not well targeted at uninterested or generalized audiences and aim to interrupt clients from their daily chores.
The 5 Stages of a Customer Buying Journey
Roofing contractors who understand their client buying journey and concentrate on improving their sales funnel stages always outshine their competitors in the market.
After all, your roofing company is nothing without your clients. So, as a roofing business owner, you should strive to perfect customer experience from the initial interaction going forward.
Nowadays, more than 60% of your customer’s journey is completed online.
Surprisingly, many roofers tend to neglect the client journey altogether, which is a grave mistake, especially regarding their internet marketing efforts. The customer journey helps your business understand your target market, giving your team a vital insight when creating a roofing marketing strategy.
Roofing leads nurtured with targeted content produce more sales of over 20%
Without further ado, here are the main stages of a customer journey that you need to know:
Stage #1: Awareness
This is the initial stage of your buying journey. Your prospects realize that they have a roofing problem or need and are researching information while actively searching for solutions to attempt and resolve the issue. Consider the awareness stage of your client journey as their first impression in your roofing business.
It’s essential to offer value to your potential clients during this first stage to establish rapport and trust with them. If you are not delivering value in the awareness stage, none of the other steps in the buying journey will matter. After all, how can property owners schedule jobs with you if they don’t know whether you exist in the first place?
Let’s face it: Research shows that over 80% of buyers perform research online before calling your roofing business for service.
During this stage, your role as a roofer is to show prospects that you understand their need or problem and offer resources and information that will assist them in navigating their pain points.
Some examples of content to offer during the awareness stage include:
Since you understand that your prospect is searching for information during this stage, that’s what you want to offer in a simple and digestible format for property owners.
Don’t let your initial impression with your clients be like a guessing game. Nothing gives your prospect a lousy start than visiting your roofing website and being left wondering:
This is the second stage in your customer’s buying journey. By now, your potential clients have conducted their first research and have several roofing contractors they can select from. But, the research stage is not yet completed. They have listed their options down, but they will continue to look for more details.
During this stage, they will compare your roofing services with other roofers in the same market.
Here they will make cost comparisons, check out competitors, read online reviews, and learn more about your roofing services to see if that’s what they are searching for. Understanding that your client will be comparing your business with other roofers during the consideration stage, you must position your business in a way that stands out from the crowd.
As a roofer, you need to ask yourself the following essential questions:
iii) Are the benefits of your roofing services clear?
iv) Is my price offering competitive compared to what other roofers offer in the marketplace?
v) What makes your roofing services more competitive in the marketplace?
Most potential clients will contact you for more details by calling the phone number on your roofing website, filling out the forms, or engaging your business via social media platforms. If this is the case, don’t leave them hanging.
This is your chance to step in and be the solution they seek to cure their problem or need. Besides, it is also during this stage that potential clients will want to know more about your pricing and what they would save if they schedule a job with your roofing company.
During the consideration/ evaluation stage, your role is to prove to the property owners that you care and make sure that they have all the details they require to transit to the next level in their buying journey.
Stage #3: Decision
This is where your prospective client is ready to choose from their options and schedule for a job. By now, the potential customer has conducted all the research required to make an informed decision on which roofing services will perfectly meet their needs or resolve their problem. It is at this third stage where customer reviews are essential.
Showcasing roofing case studies is very beneficial at this level and will help to clear the confusion in your prospect’s mind; why should they hire you? Social proof that your roofing services will do what they purport is crucial during this stage.
Request testimonials/ reviews from past clients and put them on your roofing website and other platforms where your potential customers will be visiting to get more details about you, your roofing company, and your brand, in general.
Stage # 4: Retention Stage
Congratulations! If your roofing client has come up to this level, then it implies you are doing many things correctly, from marketing, service to ordering materials. But it isn’t over yet. This is the most crucial stage in your customer’s buying journey. Why? It is much cheaper and easier to retain an existing client than acquiring a new one. During this stage, you should be following up with a potential client to give their review or feedback about the roofing services you offered to them.
Stage #5: Advocacy
This is the last stage of your client buying journey and one that takes effort to achieve. It is where your roofing client becomes an ambassador/ advocate for your brand. They talk great things about your roofing services; refer family and friends to your roofing business, and market your company aggressively through word-of-mouth recommendations.
Steps of Creating a Great Customer Journey Map in 2021 & Beyond
Step #1: Understand Your Target Market
In order to promote your roofing services effectively, you have first to understand who you are advertising to. The target market is a broad generalization of the ideal customer for your roofing company.
It is the kind of property owner that is likely to schedule a job with your roofing company.
For instance, if you operate a roof installation company, your target audience will be somehow different from a contractor who deals with leaky pipes.
As a roofer, determining your target market revolves around knowing the exact problem you solve. This assists you in having a clear perception of your ideal client.
Who will benefit from your roofing services?
Who experiences the challenges/ problems that you solve?
These are kinds of property owners that can be part of your target audience/market.
Once you understand who your target market is, you can develop ways of reaching out and segmenting them into groups.
Pinpointing your target audience can be an uphill assignment, mainly if you know all the various aspects that make up demographics within your preferred market.
Here are some factors to consider when defining your target roofing market:
a) Where your potential buyers are situated; your company only offers roofing services within a specific area (like a county, city, or state), which reduces your target audience and changes your advertising strategies. As a roofing contractor, you don’t want to waste marketing dollars displaying ads to property owners living in Tennessee when your company only operates in Florida. It would be best if you focused only on your target markets.
b) How old are the prospects you want to target?
You need to understand the age groups of people you target with your roofing services or products. For example, when Taylor Swift launches a new album, she isn’t focused on 60-year-olds with her ads. They aren’t interested in the album that was released. Thus understand whether you are targeting Millennials or seniors with your roofing services.
c) What is your target audience interested in?
When segmenting your target market, kindly concentrate on the ideal client, not generalizing demographics that might be interested in your roofing services.
Once you know who your target audience is, you can break them down into various buyer personas to assist your business in narrowing down multiple groups within your target audience/demographics.
Step #2: Highlight Your Buyer Personas
So, now you know who your ideal client is in general. However, that won’t be every property owner. Every roofing company has different kinds of clients.
Sticking with our previous example of a roofing business example- their client would include business owners, homeowners, office buildings, apartments, and typically anyone with a roofing problem.
Buyer personas are crucial for thoroughly understanding your client base and developing advertising messages specific to their problems. Listing down customer personas of your ideal types of clients helps to know what you are doing right and what could be enhanced upon.
Once you know the different buyer personas you are dealing with and crafting roofing marketing messages specifically for your audience. Each buyer persona has a different experience working with your roofing business; just ensure that it is a positive experience.
Step# 3: Customer Journey maps
Talking of the experience your previous client had with your roofing company, what does that consist of? What is the journey of each client that uses your roofing services like? At what point do they interact with your roofing company? Where are they redirected after they submit information or schedule a consultation?
Each interaction that your roofing company has with the client is a part of the client’s journey.
Think about your latest client. List down each step they took to schedule a job with your roofing business, from where they found your company, filling out their details on your roofing website, or getting a follow-up email or call later.
Mapping out the process that a property owner goes through to use your roofing services can be beneficial. In essence, the client journey is your service. Sure, you may install a new roof on their home, but the homeowner remembers more than the services offered. They judge your company depending on the quality of work and remember how partnering with you made them feel. It impacts directly on the future of your company.
Frequently Asked Questions on Customer Journey Mapping
How did the property owner find your roofing business?
Roofing clients may find your business through Google search, online directories, printed advertisements, and external links. There are numerous ways your roofing company could be located if you are doing everything right to get your business in front of them. At Blackstorm Roofing Marketing, we offer Search Engine Optimization (SEO) services that can help prospects find your roofing company online.
How did the client reach out?
Once a client finds your company and is interested in your roofing services, they later contact your business via one of your communication points or touchpoints. These are platforms you open to clients, including your roofing website, email, phone, the social media network, or contact form.
Let Blackstorm Roofing Marketing Experts Help You!
The only barrier standing between your business and potential clients: It might be your roofing website design. Simple tweaks to your landing page or homepage might be all you require for skyrocketing your conversion rates.
It has worked for hundreds of roofing contractors we have worked with. Let our experts try it on your roofing website, search rankings, online reputation management, and social media adverts.
Keep Your Roofing Website up to date: don’t lose clients for no reason
Most roofing contractors know the importance of having a well-structured roofing website. But they typically build a site, launch it and never return to it again, abandoning roofing website maintenance altogether. If your website isn’t adequately maintained, you are losing prospects/clients that will affect your company’s ROI.
Just like your car, we must appropriately maintain your roofing website to operate efficiently. Roofing websites require routine maintenance to ensure that all components (contact or inquiry forms, payments, payment mechanisms, images) work efficiently and safely. Creating a search engine optimized, user-friendly and responsive roofing website is an essential step in letting property owners know your roofing company exists. Still, routine upkeep is crucial if you want your website visibility to flourish and grow.
8 Reasons Why Roofing Website Maintenance is Crucial
1. Regular Maintenance Keeps Your Roofing Website Secure
Security is the main reason why routine roofing website maintenance is so essential. If your roofing company is utilizing a Content Management System (CMS) like Word Press or Drupal, you want to make sure that it keeps up with security updates and software patches. If you don’t do that, the bad guys (hackers) will get an opportunity to steal data from your roofing website.
2. Roofing Website Maintenance is Crucial to Boost Search Engine Traffic & Rankings
To offer property owners high-quality content, search engines like Bing or Google award higher rankings that are updated occasionally. Search Engine Optimization (SEO) determines where your roofing website will be ranked based on your site’s relevance compared to the property owner’s search.
Various roofing SEO tactics can be used to improve your site’s ranking. Some of these techniques include optimizing your site for mobile devices, regularly updating your website content with the current information, and ensuring that your site has the latest security updates.so, maintaining your roofing website is crucial to your business’ ranking on search engines like Bing or Google.
3. Routine Roofing Website Maintenance Helps to Improve Customer Experience
If your roofing website’s template files and theme are outdated, they may not show up on current versions of mobile devices and web browsers. With all the competition in the modern roofing landscape, if your site is hard or confusing to use, your company is likely losing prospects because of it. But, when you conduct routine maintenance as scheduled, you can be confident that the most recent template files/ theme are installed and operating efficiently.
When you perform maintenance on your roofing website, your site improves and becomes simple to use. Such improvements encourage property owners to stay and engage on your roofing website longer. In wrapping up, maintaining your roofing website is crucial as it enhances your site’s customer experience and promotes user engagement.
As stated above, with all the options that prospects/client has online, your roofing website requires simple to use and needs to be super-fast. If your roofing website loads in less than 3 seconds, it is turning away prospects/clients. Maintaining your roofing website allows you to optimize all the elements that might be slowing your site down. Another advantage of routinely maintaining your roofing website is enhancing your site’s loading speed.
5. Regular Website Maintenance Attracts New Clients and Keeps Existing Customers Happy
Our roofing website maintenance services will keep your site updated with fresh and new content. This will assist in driving new property owners (traffic) to your site. Outdated roofing content may make visitors click off your site instantly.
Keeping your roofing website updated with unique, fresh content can go a long way to satisfy existing customers. Your existing customers will view and share your new content, thus making your roofing business popular. But if you stay for long without sharing fresh content, prospects/clients may assume that you have nothing to offer and may never return to your roofing website again.
6. Continue To Learn More About Your Audience
One of the daunting parts of roofing marketing is getting to know your target client entirely. Regular roofing website maintenance helps you use the analytics and understand how users are interacting with your site.
Are prospects/ site visitors converting? Are they clicking off your site immediately, or are they hanging around? Are there patterns in site visitor’s behavior? Knowing these patterns and making adjustments based on data will help you to create a roofing website tailored to your user’s specific audience.
Without ongoing such ongoing analysis, your website can become outdated, stagnant, and, worst-case scenario, useless to property owners who could have benefited from your roofing services or products.
As you launch a new roofing website and make adjustments to it, it’s crucial to make sure that it works efficiently. This can mean making sure there are no broken links and that your website works perfectly across various web browsers. This is more of a technical part of roofing website maintenance, but if you fail to do it, your website may fail to work correctly for your visitors, prompting them to click off to your competitors.
Great functionality depends on the coding of your roofing website, and as a roofer, you don’t have the time to read through lots of code lines to identify a semicolon that should be an entire colon. Ensure that your codes are consistent with the ongoing adjustment and clean is essential to run a peak-performing roofing website.
8. Routine Website Maintenance Helps in Proper Tracking & Monitoring
When you dedicate your resources and time to roofing website maintenance, you can correctly track the results and know if you are in line with your internet marketing goals. Tracking your roofing website’s metrics can give you an overview of the progress of your internet marketing campaigns so you can know the following plans or strategies to implement.
If you are lagging behind your roofing sales goals via the roofing website, that means that you need to redesign your site to increase conversions
Roofing Website Maintenance Checklist
Maintaining your roofing website is more than buying an affordable hosting plan and making some edits to your page. An outdated website risks client annoyance, loses search engine rankings, and loses trust. To assist you to stay on top of the crucial (often overlooked) issue, we have compiled a guide on what you can expect from our website maintenance services:
Update Your Roofing Content
Hours of Operation
If you have a company operating hours and aren’t on your roofing website, we put them in! And if you have already included them, our experts will check to ensure they are accurate. We also notify your visitors in case you have seasonal changes in your operating hours.
Check your office phone numbers for consistency and typos. Also, ensure that your phone numbers are appropriately hyperlinked to help visitors click and call your roofing business.
Make sure your business address is updated/correct every place it appears.
Call to Action
Give your web pages a makeover to ensure you have a clear call to action. Sometimes every page will have the same CTA (like getting a free roofing quote now), but browsers will require to pass through some steps. A property owner looking for roofing services or products will want to view some photos of past projects before they decide to get a quote.
Look at the basic editing errors.
Fix Broken Links
Check all your internal and external links to ensure that they are working seamlessly.
If you have a form on your roofing website, submit a message to check whether it’s working, and you get notified of the new news.
Do your primary web pages (particularly your homepage) have headlines explaining how the client will benefit from booking a job with your company? And does every headline contain a keyword that relates to the title of your page?
Redirects & URLs
If you have recently changed the name of your webpage, you should make sure that users who are searching for the old page get redirected to the new one Instead of getting a “not found” error)
Image Alt Tags
Sometimes you can improve your roofing SEO by adding alt tags to your primary images. This can help your site to rank higher than other roofers for the same keyword
These are tweaks that relate to the feel and look of your roofing website, which may include but not limited to:
Has your roofing logo changed? What about the colors your company uses? If yes, has it reflected on your roofing website? Besides, if you initially used a low-quality logo but have changed it late to a new one, you need to update that on your roofing company website.
Replace Stock Images with Custom Photos
Roofing stock images may be essential to get your website running. But authentic photos are deemed to be more powerful.
You need to replace low-quality crop images to suit your overall design. Besides, replace large photos with compressed or re-sized versions while retaining quality.
Check Display on Mobile Devices
Pull up your roofing website on your mobile phone to see how it appears. Furthermore, you can also check how it appears on different desktop browsers.
Platform & Hosting
These problems may prompt you to contact your web host provider:
SSL security certificate
Check if your roofing website URL starts with “HTTPS” If not, you need to contact your web hosting provider to get a basic security certificate for your roofing domain.
WordPress Plugins and Theme
It is highly recommended that you use the latest versions of plugins and themes activated on your roofing website.
Typically you want to automatically backup your roofing website. This will help you, especially when you make a mistake when editing your roofing site.
Why You Should Hire a Roofing Website Maintenance Team
As a roofing contractor, you have lots of duties to perform. Managing employees, handling clients, keeping appointments, and meeting deadlines can be daunting at times. Neglect and inexperience can ruin the functionality and look of your roofing website.
Now that you understand that web maintenance is just as crucial as designing a roofing website, it would be equally important to discuss the benefits of hiring a website maintenance team. Although you can take the responsibilities of maintaining your site yourself but hiring a roofing website maintenance agency will be advantageous in the ways listed below:
Since you are partnering with a website maintenance company specializing in the roofing niche, you can count on their expertise since they know what to expect, look for, and resolve issues.
Hiring a roofing website maintenance team frees up your time to concentrate on another important aspect of your business without having to think about your site at all.
Outsourcing a website maintenance team is cost-effective and can resonate with your budget. You don’t have to break your bank to find a package that’s ideal for your roofing business.
If you have come this far, you know that designing a roofing website is not enough, but maintaining it is highly recommended. And if you don’t have the skill or time to maintain your roofing website, it is advisable to outsource a website maintenance agency like Black storm Roofing Marketing.
Let Us Help You
At Blackstorm Roofing Marketing, we don’t just create unique online experiences but also offer website maintenance services since we understand how site security and maintenance are essential in maximizing your roofing website performance.
We provide reliable and affordable website maintenance services with no long-term contracts. We offer online reputation management, PPC, retargeting ads, support, update backups, and above all, peace of mind knowing that your roofing website is in good hands.
Are you getting sufficient roofing leads? Is your phone ringing as expected to book more jobs?
There are many reasons your answers may be a resounding “no.” The effect of COVID-19 has undoubtedly caused a decline in sales for roofers as property owners adjust to the new normal. As the internet becomes an essential tool in the client’s purchasing journey, roofing marketing becomes a crucial investment.
High customer involvement, lack of specialized roofing marketing agencies, poor industry reputation, and stiff competition are some of the problems facing an average roofing company today.
1. Create an Effective, Functional Roofing Website Optimized for Search and Conversions
Your roofing website is the heart of your internet marketing strategy. If you don’t have a roofing website, creating a website is one way of reaching your prospects/clients online, anywhere, anytime.
Roofing is a high-ticket item that needs a high level of client trust. Over 75% of clients judge a roofer’s credibility based on roofing website design alone. An outdated, no website or broken site can instantly vent that trust.
Make sure your roofing website looks contemporary, slick, and professional. Use educational content and interactive elements to inform browsers about your company and respond to any questions they might have.
Optimize your roofing website for conversions and SEO so it keeps sending a consistent stream of qualified leads, even when your business offices are closed.
Create a sales funnel and quality landing pages to capture roofing leads.
Property owners /managers are the potential buyers of your roofing services, so make sure they can find your roofing business in local searches online. Prospects are looking for a roofing company like yours, so you need to optimize your website to appear in front of these wallet-out potential clients.
If you want to appear in local search results related to your roofing services, begin selecting the right keywords. Keyword selection and research are crucial parts of SEO since they influence which search results show up on your roofing website. Local search marketing will keep your phone ringing and prospects visiting your project sites. List your roofing business in major online directories and create and claim your Google My Business account to get started with local roofing SEO. Contact our SEO experts if you need help establishing your local online marketing presence.
3. Run a PPC Campaign to Get Immediate Results
You should be on top of Google search results before you can start to obtain serious leads and traffic from organic searches. Getting on top of Google search results can take months or years with search engine optimization. If you don’t want to wait, you should not ignore Google Ads or Pay-Per-Click advertising.
Pay per Click advertising works by putting your ad or brand message in front of business or homeowners who are actively searching for your roofing services. PPC ads are shown because roofing businesses bid on particular keywords (for your business, it may be something like roofers in Murfreesboro, TN)
To get started with PPC, select the keywords. Like with roofing SEO, focus on long-tail keywords. This will not only drive relevant traffic but will also reduce the cost per click.
Once you have the keywords ready, you can start to bid for the ad placement. You can set the minimum or maximum amount you are willing to pay every time a prospect clicks on your ad. Your quality score and the maximum bid will determine where your ad will be placed in the search results.
However, it is more preferable to have a higher quality score as opposed to the maximum bid. This is because Google wants to offer the most relevant search results for users. That’s why roofers (regardless of their substantial marketing budgets) can’t buy their way to a good ad position.
When searching for roofing marketing ideas, you will note that PPC is one of the best ways to obtain qualified roofing leads. With PPC ads, you can reach more valuable prospects interested in your roofing services.
Factors like the quality of your landing page your roofing ad links to and the relevance of the ad to the searcher’s query will assist you in determining where your advertisement will rank.
4. Connect With Your Prospects through Social Media Advertising
Social media is one of the effective marketing and advertising methods for roofing contractors. Social media profiles like Twitter or Facebook help you to connect with your target audience directly. By leveraging social media advertising, you can create valuable content for your prospects/clients and interact with them.
To get started with social media advertising for roofing marketing, select your platforms wisely. There are various platforms that you can use, including Pinterest, LinkedIn, Twitter, Instagram, and Facebook. That said, you want to use platforms that your audience frequents most to make sure that you reach them.
Once you select your platforms, engage with prospects/clients by posting content about their favorite topics and your business activities. Publish videos and photos of your completed and current projects and other roofing news or trends that may benefit your audience.
Remember to include social media in all your marketing collaterals, such as your brochures, email signatures, and roofing website footer. Social media advertising will not produce results overnight but can boost your following and engage with clients in your local market.
5. Use Video Marketing to Showcase Your Roofing Projects and Brand
They say a picture is worth 1000 words; what about a video? It’s more powerful. Nothing strengthens the authority of your roofing website like a video. If you have a roofing website with high-quality video content, you will enjoy a higher conversion rate than rivals without video.
You can leverage the power of video marketing by creating a video of your latest project. Video marketing can help you to:
Portray your competitive differentiators
Boost online engagement
Establish your roofing brand and its personality
Create fascinating videos by showing your crew’s undertaking project or produce positive video testimonials from your customers. Remember to upload videos to Facebook and YouTube to generate leads and to enhance your brand image.
6. Solicit Genuine Online Customer Reviews
A high-ticket business like roofing relies heavily on client’s level of trust, and genuine online reviews provide one of the best ways of enhancing that trust. Research shows that more than 80% of prospects trust online reviews just like they do with personal recommendations. Plus, client reviews show on Google search results with star ratings to help your brand look more appealing than companies without.
You are going to get a mix of negative and positive reviews. Getting negative reviews isn’t the end of the road since people expect to see lousy reviews. The crucial part is that manage online reviews.
Property owners want to feel valued. If you don’t have time to manage online reviews, you can invest in online reputation management services. Such services will help you manage your reviews better so that you keep your current and past customers happy while attracting new ones.
7. Blog about the Latest Trends in Roofing
Start a blog on your roofing website and create content on the hottest trends on roofing. This will make you look well-informed and intelligent. Approach roofing websites that accept guest posts and publish posts to expand your reach and get valuable backlinks. Create and publish authoritative content on the roofing niche to become an authority in the roofing industry.
8. Nurture Roofing Leads to Convert With Email Marketing
If you are searching for roofing marketing ideas, email marketing is an excellent option for your roofing business. This strategy assists you in nurturing roofing leads, helping them to convert. To use email marketing, you must get a list of subscribers.
An effective way to do this is via your roofing website. To get client’s emails, you can offer them an exclusive template or guide. By investing in email marketing, you will get leads interested in your roofing services. It is a great roofing marketing idea that will help grow your roofing company and improve your brand awareness online.
9. Ask Roofing Material Manufacturers for Backlinks
External links from reliable domains are very crucial in boosting your search rankings. Contact roofing material producers you have previously worked with and ask them to include your name in their customer’s list. Many roofing material suppliers have pages that list roofers who use their products. This is vital for improving organic search results and online visibility.
10. Set up Call Tracking
If you are like most roofing contractors, your potential and existing clients call your office to obtain details or ask questions about roofing projects. These are your qualified leads, and you need to track them. Set up call tracking on Google Ads and analytics to stay on top of phone leads and later create nurturing those leads.
11. Use Multichannel Roofing Marketing
Any medium you utilize to market or engage with your roofing clients is known as a channel. Clients can move from one channel to the next within a blink of an eye. They might come across a post on LinkedIn, go to your roofing website to know more about you and your company, check reviews on your website, and contact your office through their mobile phone. That’s why you need to have a presence on multiple channels online.
12. Use Geofencing Advertising to Reach More Roofing Leads Online
Geofencing advertising is a great roofing marketing idea to assist your company reaches new leads.
With Geofencing, you create an invisible fence encompassing a specific area, generally surrounding a building like your business.
Once property owners enter the fence, they get a notification about your roofing company or see a Facebook ad related to your roofing business. This can prompt them to think about contacting your business.
As a roofer, you want to focus on conferences, trade shows, and other events where your leads will frequent. It is an excellent way to get attendees to get exposed to your roofing company for the first time. Geofencing presents a perfect opportunity for your roofing business to target your prospects in areas where they are likely to be thinking about your services or products.
13. Use Analytics to Measure Your Roofing Advertising Campaign Success
The best roofing marketing strategy isn’t complete without measuring or tracking the overall results. For example, how does your roofing website measure up against rivals?
While they are helpful deliverables, site traffic and rankings are not the actual measurements of your campaign success. To ensure your internet marketing and roofing website is performing optimally, track the following analytics:
Measure Advertising, Revenue, and Sales
Of course, you can’t pay your crew with rankings or web traffic, but you can with income/revenue. Revenue and sales are good indicators of your roofing marketing success since they affect the money coming into your roofing company daily.
But how do you determine your sales and revenue? Tracking the number of roofing leads you have and what their buying journey is like on your roofing website is essential. A good roofing SEO strategy will measure the qualified traffic, conversion rate and get involved in conversion rate optimization.
Besides, you also need to track the number of calls received through various online marketing initiatives like Google Ads and Facebook ads.
14. Use Retargeting Ads
Have you ever come across those ads that seem to follow you around the internet? You search for roofing contractors on Tuesday and the rest of the week, all you see are ads for roofers. This is known as ad retargeting, and it is an intelligent strategy for high-ticket jobs like roofing services.
Retargeting uses the information collected from a prospect’s previous online searching behavior to show up relevant ads. For instance, a prospect who has been researching the cost of an average roof could see your ads, although they are not actively searching for roofing services information.
You can use retargeting with Facebook ads, Google ads, and more. As potential clients see your retargeting ads over time, it creates awareness of your roofing brand. Ad retargeting is a fantastic way to grow your roofing company on a minimal budget.
Offline Roofing Marketing Ideas to Reach New Prospects
15. Make Money from Bad Weather
By focusing your roofing marketing on local and seasonal needs, you can create campaigns in response to weather profit and events from poor weather.
Based on the region of the country where your company is situated, your clients may need gutters to deal with rain barrels or downpours to conserve rainwater. Clients may be in need after a huge storm damaged many roofs in your area. These are just instances where your marketing and business activity can correspond with the weather.
PPC ads can help roofing contractors make most of the bad weather. They provide a great way to target your marketing both locally and seasonally. Since you create PPC ads faster, you can use them to take advantage of upcoming or ongoing weather. That’s something you can’t achieve with billboards, print, or other conventional marketing methods.
Is a heavy downpour forecasted for next month? Instantly put up a PPC ad for 20 or 30% off roof inspections, urging clients to prepare for the storm. Remind potential customers now it is an excellent time to begin any major roofing projects they have been postponing.
The best part is that such Google Ads helps you to choose specific locations and only display ads to prospects in those locations. This implies you won’t waste marketing dollars in locations you can’t offer services in. If you serve a more comprehensive service area, you can target various ad campaigns to multiple regions within those territories. You can even target ZIP codes within a specific city.
16. Sponsor a Local Event or Sports Team
There must be event organizers, local school clubs, and sports teams searching for sponsors in your area. Support a team and print your business logo prominently on their caps and shirts. Sponsor a local event and showcase your brand name at the event through posters, billboards, video projection, or other branding techniques.
17. Run a Direct Mail Campaign
Direct mail can get new roofing clients if done correctly. Long-form letters don’t work in an age where people seek instant gratification, but leaflets and postcards can grab the attention of potential clients. You can craft your mail to include a particular offer that helps you measure its effectiveness.
Get creative with your roofing direct mail campaign design to generate even more brand awareness, leads, and recall. Consider aligning your strategy with your professional roofing business card design as well.
18. Trade Shows to Get New Commercial Roofing Leads
Trade shows don’t just offer a chance to check the competition; you can get partnerships, new leads, and company awareness. Ensure that anybody who comes to your stand obtains a freebie they will deem valuable. Besides, you can offer educational content on home improvement and residential roof repairs. Lastly, make sure you follow up with prospects you come across.
19. Give Away Something for Free
Most property owners will be interested in doing business with roofers who offer something for free. They are likely to identify with roofing businesses that offer freebies. Based on how you decide to execute this roofing marketing strategy, it will boost your brand awareness and help you stand out.
You can offer a free deal such as a free roof estimate or roof inspection. It can also foster goodwill in your prospects and make them think of your company every time they need a roofing contractor.
20. Get Involved in the Local Community
Another inexpensive way to market your roofing services is by getting involved in your local community. You can either help fix a roof in the surrounding community. No matter the activity you decide to be involved in, make sure you use branded items like T-shirts, vehicle wraps, etc. this will go along a way to showing your community that you care while assisting you to gain exposure. You should also post community on social media profiles to reach a larger audience. The community will view you as a business that cares about them much more than revenue or profits.
Roofing Marketing Ideas- Leverage Technology
21. Automate Online Marketing
Nurturing leads can be challenging and tedious, especially if done manually. Use automation to streamline messaging and minimize your workload. Schedule social media posts, write an email sequence, Incorporate SMS into your roofing website, and combine messaging with the levels in their buying journey.
22. Nurture Customers with CRM Technology
Leads are the lifeblood of any roofing business. You should generate as many qualified leads as possible and nurture them through the conversion funnel. Using a CRM will make sure that you track all the leads and nothing falling through the cracks. There are various specialized roofing CRM software applications available in the market. Monitor them and select one that’s suitable for your business needs.
Improve Service Delivery with Emerging Technology
Mobile apps have revolutionized how people search for roofing services online. Integrated mobile solutions are available to manage all kinds of roofing projects, including estimation, design, material calculation, and project coordination and management. Roofers who evolve with technology will outrank their competitors by booking more jobs through digital client interactions.
How to Market Your Roofing Company-Wrap Up
Implementing all the roofing marketing ideas above can be a daunting task, especially if you have many things requiring your attention.
With this post, you now have helpful hints on how to market your roofing company, both online and offline.
Do you have any queries? Maybe you are not sure what keywords to use or how to optimize your Google Ad campaign.
At Blackstorm Roofing Marketing, we continually monitor SEO, PPC, social media adverts, and more. Schedule a free strategy session online with one of our Growth Coaches to create a detailed internet marketing plan to meet the specific needs of your roofing business today.
Digital roofing marketing has become the most efficient ways for roofers to maximize their growth and reach. No matter the size of your company, you cannot wish to make more money in the roofing industry without a vibrant online web presence.
One of the surefire signs that your internet marketing isn’t working is not to achieve the results you want from your roofing marketing campaigns.
However, knowing whether your roofing marketing requires an overhaul isn’t always a walk in the park, as there can be many pitfalls in your current strategy.
The sad reality is, you may not understand whether your roofing marketing is effective if you don’t know what marketing metrics to track or how to monitor them. If you are looking out for a sign that your digital roofing marketing needs an overhaul, check out our list below:
1. You Are Not Converting Leads into Paying Clients
If you are getting lots of roofing leads but can’t seem to convert them, go back to the drawing board and see what’s not adding up. Consider the CTAs of your roofing website, the quality of content you published, or the keywords you target. These factors could be the leading cause of your challenge or problem. Whichever the reason, low conversion rates are a sure sign that your roofing marketing strategy needs an overhaul.
2. You are getting Little or No Traffic In Your Roofing Website
If you are getting no or little traffic on your website, that might be a bad sign.
No traffic implies your roofing marketing efforts are not helping to drive prospects/clients to your roofing website or social media accounts.
Most platforms like Google or Facebook have their unique algorithm, which shows content seen by the browsers.
The proper roofing marketing techniques will help you make most of these complex algorithms and drive lots of traffic to your company through the right platforms.
3. Your Roofing Website is Buried in the Second or Third Page of the Search Results
Property owners/managers utilize search engines like Google or Bing to find roofing contractors near them every day.
If prospects/clients are using Bing or Google to find roofing businesses like yours, but if your roofing website is not ranking high in the search engine results, you will likely lose tons of prospects to the competition.
Some roofing websites will rank higher than others in the search results.
Don’t leave your search rankings to chance; ensure you have a comprehensive roofing SEO strategy that’s actively working to place your roofing website at the top of search engines.
4. You Are Not Reaching Your Target Audience
One advantage that sets internet marketing apart from conventional approaches is your roofing business’s connection level can strike with clients.
Nowadays, you can track the prospects you want to target, understand their interests, and later use those details to establish a lasting relationship with them.
If you are struggling to reach your target market, it’s time to revamp your digital marketing approach ASAP. Don’t assume clients will know your services through recommendations from neighbors and friends alone.
5. You Are Losing Advertising Dollars
Internet marketing strategies for roofers can produce a great return on investment, even when you spend a small amount. But it is straightforward to waste money on an online marketing campaign, especially if you don’t know what you expect. And if your roofing marketing strategies are wasting your advertising dollars, it may be good to start working with a reputable roofing marketing agency like Blackstorm Roofing Marketing.
6. You Are Obsessed With Viral Content
Roofing content marketers are always fascinated by viral content. That implies creating a story that produces lots of likes, shares, clicks, comments, etc. But clicks to your roofing website are only essential if they are relevant.
While it sounds fantastic to say that one of Facebook’s posts received over 20k clicks, there are slim chances that those clicks are relevant to your roofing services or products.
High volume of irrelevant traffic can produce increased bounce rates, which can hurt your search rankings. So, if your roofing content approach is all about going viral, it’s time to revamp your marketing strategy and start focusing on quality over quantity.
7. The Returns of Your PPC Campaigns Are Abysmal
Pay-Per-Click adverts are great ways to get in front of prospects/clients and obtain roofing leads, but they can be super expensive, especially if not done right.
Many roofers achieve poor results from paid ads because they don’t target correctly, browsers aren’t converting, or the Cost per Click is above the roof. The key to effective roofing PPC campaigns is targeting the right audience with the right content. If you are not sure where to start with your PPC campaign, our growth coaches can help.
8. You Are Not Achieving The Desired Revenue Numbers
The last but most crucial sign that your roofing marketing needs a revamp is to hit your income target. If you are using money or time into your online roofing marketing, you should be getting actual outcomes in terms of revenue. If your roofing marketing dollars aren’t paying off, it may be time to revamp your current marketing strategy.
If you don’t see the leads, dollars rolling in, and traffic, it’s time to take a different approach or try another roofing marketing agency.
If any of the signs we covered above apply to your roofing business, it makes sense to start working with a reputable agency like Blackstorm Roofing Marketing.
Are you searching for a roofing marketing agency? Schedule a free strategy session with one of our Growth Coaches, and we’ll see how we can help your roofing company grow online!
Turn visitors into leads, learn more about them, and make money for your roofing business
We have all been through it. At one time or another, you have probably asked yourself, “How can I get more qualified roofing leads for my business?” Are you still depending on referrals, hoping that existing customers will recommend your roofing services or products to their network?
Referrals alone cannot bring in more roofing leads in the modern, fast-paced digital business climate. If your roofing business does not have an online presence, you could be losing lots of prospects who market their services or products online.
Lead generation is incredibly crucial for your roofing business because it increases your brand awareness and generates interest in your services or products. If done correctly, roofing lead generation can create good relationships with qualified clients who invest in your services for a long time.
This post will discuss how to get more roofing leads (offline and online) and generate more money for your business. Without further ado, let’s dive in!
What is considered a roofing lead?
A roofing lead is any potential client who expresses interest (either by calling or emailing your business) in your services or products. Simply put, it is any property owner who contacts you with the intent of using your roofing services or products.
Without roofing leads, your company can neither survive nor thrive. Roofing leads are the lifeblood of your business, and generating them is the ultimate goal of marketing. Roofing leads are part of the broader journey that property owners go through when transitioning from a visitor to a client.
That said, not all roofing leads are created equal (nor do they have the same qualification). There are various types of roofing leads depending on what stage of buying journey they are in and their qualification level.
Roofing leads generally hear from your business after opening communication (by submitting contact details for a specific offer, subscription), instead of receiving a cold call from a roofer who purchased their contact details.
Let’s say you take an online survey on how to install a new roof. A few days later, you get an email from the roofing company that created the online survey. This process would be less intrusive than if they would have contacted you out of the blue with no knowledge of whether you care about installing a new roof (that’s why we discourage roofers from buying leads). This is what it feels like to be a roofing lead.
What is your Ideal Lead (Target Market?)
As a roofing contractor, you must know the kind of customers that you want to serve. That’s why it is highly recommended that you define your ideal customer and identify their pain points.
A. Who is your Ideal Roofing Lead?
An ideal lead is a potential client interested in your roofing services or products and fits within your defined client profile (target market). This is a property owner who sees value from booking a job with your company and can appreciate the difference that your roofing services or products offer compared to those of your competitors. Ideal roofing leads tend to value quality over quantity.
An excellent place to start identifying your ideal roofing lead is to examine your existing customers. What do they have in common? Are they in the same demographics, or what’s their difference?
Here are some factors you need to consider when identifying your ideal roofing lead:
While it’s not universally accepted, it would be right to say property owners of different age groups have varying expectations and desires. Considering this as you craft your roofing marketing strategy can be an essential tool.
Are you selling your roofing services to prospects that are in the same age bracket? Are you selling to senior citizens or millennials? Answering these questions will help you know the kind of roofing services that will most appeal to them.
Your ideal roofing leads will have different earning potential. For instance, if you want to sell your services to affluent neighborhoods, you may be forced to charge more than in a middle-income area for the same services. By understanding your target market’s income status, you will be able to create an ideal roofing lead profile that resonates with them.
Are your ideal roofing leads single, married, or divorced? Having a thorough understanding of your perfect roofing lead marital status helps your business adopt a client-centric approach to resolve challenges and provide roofing services or products customized to their needs.
Does your ideal roofing lead have kids? If yes, what kind of roofing services or products will appeal to them more than those who don’t have them? By answering this question, you will offer services or products that resonate with their immediate needs.
There are tons of other factors that you can use to profile your ideal roofing lead, including but not limited to location, level of education, gender, hobbies and interests, occupation, ethnicity, amongst others.
B. Where is your ideal roofing lead?
Once you have determined your ideal roofing lead is (and have created your ideal roofing client persona), the next challenge is figuring out how and where that lead spends most of the time online or offline.
Here are some tips you can use to know where your ideal roofing leads are:
You cannot market effectively to prospects if you don’t understand the location of people seeking your roofing services or products. Fortunately, you can use environmental, psychographics, and demographic data to flesh out your ideal roofing lead profiles. You can get some necessary preferences and information from a current city or other benefits in exchange for participating in a survey. Find out what physical locations they frequent and determine what marketing strategies will elicit a positive response.
In this digital age, it is essential to find out the platforms your ideal roofing leads use to improve your online presence. The internet has changed how roofing contractors reach clients nowadays.
Without the right online presence, your roofing business will lose more than half of its ideal roofing leads to the competition.
There are various online platforms that your ideal roofing leads can use, including Facebook, Twitter, Instagram, Yelp, Houzz, amongst others. Once you have found out what online platforms your ideal roofing leads frequent, you can optimize your company profiles to attract and engage them.
C. What Does Your Ideal Lead Need?
As a roofer, you should be intensely concerned to understand and solve the pain points of your potential clients. Having a clear sense of your ideal local roofing lead need will help you offer exceptional services and remain viable in business. Ask yourself these questions to understand the needs of your roofing leads:
What’s their problem that you can fix?
Your ideal roofing leads may have encountered various roofing problems that they want to be solved. Some of these problems include roof leaks, storm damage, poor ventilation, flashing failures, gutters ready to give out, shoddy repairs, and poor installation. As a roofer, positioning your services as the perfect solution for the problems mentioned above will help your business to get more roofing leads.
What are they looking for in a service provider?
Your ideal lead doesn’t have a professional roofing contractor on the speed dial. Thus, they do some research to avoid storm chasers who may disappear after doing a shoddy job. Here are some qualities that your ideal lead may be looking out for in a roofing contractor:
Genuinely concerned about customers
Licensing and insurance
Reliability and experience
D. Why should they choose you?
Your ideal roofing leads are like actors on a stage; the spotlight should always be concentrated on them and what they obtain. As a roofer, you should make your ideal lead/prospects feel like they are getting great value for their money. It would help if you assured them that your services would make them the envy of their neighborhood.
Thus, you must explain what makes you different from other roofing contractors in the region. Some of the things that can convince an ideal lead to hire you to include high-quality materials, always open to client’s questions, a highly-trained and qualified roofing crew, meeting or exceeding expectations, etc.
How Much is a Roofing Lead Worth?
As a roofing company owner, you already know that leads are crucial and that they need nurturing to impact your bottom line. Knowing the number of roofing leads you are getting is just the initial step; try to understand how many are converting and what level of buying journey they have been on. This post will show you how to calculate the value/worth of a lead or how to lead value impacts your roofing marketing ROI.
A. Calculate Your Client Value
Understanding your client value is the most crucial factor when searching for ways of growing your roofing business. If you want your roofing company to retain and acquire valuable clients, you must understand what client value is and how to calculate it.
Client lifetime value is a metric that shows the total income your roofing business can reasonably expect from one customer’s account. It considers a client’s revenue value and compares it to the client’s lifespan in your industry. Roofers use this metric to segment customers that are valuable to their businesses. Client value helps you measure the long-term success of your business and forecast future revenue.
Several ways to calculate your client value
1. Your bookkeeper/ accountant should be able to provide you with these figures.
As a financial adviser, your accountant has the skills to help your roofing business at various levels of its growth. Thus, he can extract some information on how much each client has brought in revenue over a specified period. Such details can assist you in calculating your ideal client value.
2. Easy Way: Take the last ten jobs and Average their Value
You can easily calculate your client value by dividing your total income over a specific period by the number of projects you have completed over that period and average their value.
3. Calculating the Client Value
To calculate client lifetime value, you need to calculate the average roofing jobs value and multiply it with the average purchase frequency rate to obtain client value.Client value = Average purchase value (APV) X Average Purchase Frequency Rate (APFR)
B. If a lead costs less to acquire than they are worth, you should have a positive ROI
Once you know the value of your roofing lead, you will make informed decisions about your marketing and sale goals.. It will help you know how many roofing leads you require every month to sustain your company and how much you should spend on marketing to achieve those leads. It also makes sure that you don’t spend more on marketing than your roofing leads are worth. For instance, if a roof lead costs less to get than its worth, your roofing company will have a positive ROI.
Now you can know how much to spend to get a new customer
By knowing your ideal roofing lead value, your business can calculate the cost of bringing a new customer on board. If you understand your client’s importance, you can determine the ROI of your business by examining how much money can be extracted from a client and the cost of removing it! Client value will help you know the cost of getting new property owners to do business with your company.
The Company that can spend the most to acquire the customer wins!
Well, a roofing business that has little or no budget to acquire new clients will find itself faced with aggressive competition. After all, it costs less to find clients, a more comfortable market to sell to. Therefore, you need to improve your customer experience by increasing your client value to outspend other roofers in the market.
C. If you have profitable lead sources, don’t stop to add another one
If you are generating roofing leads that are difficult to convert and nurture, they are not profitable. On the flip side, if you are getting leads that give your business a positive ROI, you should strive to look out for more of such leads to grow your company. It makes sense to add more positive ROI lead generation sources into your roofing sales funnel. Such references will continue to generate profit over the lifetime of those clients.
Try to add as many lead sources that provide a positive ROI as possible
As a roofer, your goal should not be to generate more leads but lead with a negative ROI. Otherwise, you could end up wasting your advertising dollars on cold leads that won’t convert in the long run. You would spend all your money and time selling your services to prospects who don’t want them. But if you have lead sources that a positive ROI, try to add them to your roofing marketing strategy to bring more valuable clients to your business.
Positive ROI Lead Sources can be likened to Fishing Poles
If you go shark fishing, you require various resources and tools like a right pole, other friends/ people to help you out, and a boat. Much like if your roofing company was to land a big client (shark) and you find a fishing pole that keeps giving you such sharks ( valuable clients), you don’t pull aside that pole to go to another pole. Besides, you will get another pole and try to bring in as many sharks as possible. Thus, if you have lead sources that bring positive ROI, try to add as many such sources as possible.
Ways to Reach Your Ideal Roofing Lead
Once you have defined your ideal roofing lead/client, you need to come up with ways of making your services or products known to them. Ask yourself, “How will property owners discover my business?” There are two principal ways of spreading the word about your services or products to your ideal roofing lead; traditional and digital marketing.
Modern customers are “self-directed buyers.” They first do extensive research online long before they opt to contact your roofing company. So, it’s probably safe to assume that today’s considerable part of your roofing marketing strategy is digital. Businesses and consumers alike are always on-the-go and online, and you want to reach them and observe their behavior where they spend most of their time.
A. Digital Marketing
But when you are growing a roofing business, it may seem as though this dynamic digital marketing landscape can become an overwhelming one. With several tasks and responsibilities required to get done, how can you create compelling digital marketing for your business? This post will discuss digital marketing strategies to improve your online presence and get more roofing leads online.
Start with a Properly Optimized roofing website.
If you want your roofing company to generate more leads in the modern marketplace, you need to have a professional website. Your roofing website is the gateway of your business that supports all your other online marketing efforts. Fortunately, you don’t need a fancy site with lots of pages to get more leads online.
Here are some crucial features that you should include in your roofing website to convert browsers into leads:
1. Mobile Friendliness: Your roofing website should run optimally on mobile devices to rank high in search engines for relevant search engine searches.
2. Webpage speed; your site should load in less than three seconds to improve user experience
3. web content that answers users’ questions
4. Search engine optimized pages implying that it’s found when clients are searching for your roofing services or products online.
5. Security with sensitive information
Besides, your roofing website should have the following information;
1. Your phone number and roofing logo should be placed at the top
2. A captivating headline that discusses the benefits of your services in one line
3. An irresistible offer: Give freebies that will make prospects attracted to your business, like a free roof inspection or estimate.
4. Trust indicators like online reviews or testimonials to persuade your leads to use your roofing services or products.
5. A clear Call to Action (CTA) directs visitors what they require to do after visiting your roofing website
6. Visually appealing images to convince prospects to give your roofing company a chance
Drive Traffic to your Website
Once you have built your roofing website, it’s time to drive more traffic (more clients) to your site. Your website needs to attract qualified visitors to grow your business.
And by qualified roofing leads/visitors, we mean business or homeowners in your local area looking for your roofing services or products. That’s why you need to have an excellent online presence.
The first place that property owners turn to when they have a problem or need is Google. If your roofing website does not show up on Google search results, you may lose a massive chunk of revenue to your competitors.
There are various ways of driving traffic to your roofing website, and in our post today, we are going to discuss some of them, including multiple ways to increase site traffic for FREE.
1. Get Found When They Are Looking
If your prospects type into a search bar the terms that describe your products or services, and your website does not appear among the top results, they will probably not find you online. Getting your roofing business found online can be an uphill assignment, but it is key to success in the modern business landscape. To help your business get found online when property owners are looking for your services or products, here are some strategies you can use:
a. Google Local Service Ads (Google Guarantee)
Google is the most trusted search engine that receives more than 5 billion searches every day. It’s a place where prospects run to get answers to their roofing needs or problems. Google local services ads is a pay-per-lead advertising platform that Google started two years ago.
Google local service ads are a surefire way to drive qualified traffic or good-fit clients to your business while searching for services or products you offer. With Google Ads, you can increase your website traffic, receive more phone calls and book more jobs.
Google local service ads help your roofing business to develop and share timely ads among your ideal roofing clients. This implies that your roofing business will get found on the Search Engine Results Page (SERP) when your ideal clients are searching for products and services like yours on Google Maps or Google Search. This way, you will get found by prospects when seeing your ad makes sense.
Note: prospects/clients will notice that local service ads show up with a green checkmark alongside the “Google Guarantee.”
Besides attracting users’ attention to a busy SERP, it helps your roofing company benefit from Google’s great endorsement. See, property owners trust Google, and its approval is backed by more than reputation. The Google guarantee safeguards unsatisfied clients for jobs booked via local service ads with a coverage cap of $2000.
b. Google Ads (PPC)
Google Ads (popularly known as Google AdWords) is an advertising model when your roofing business only pays for an ad when an online browser clicks it. This means that you don’t waste your marketing dollars on browsers who read but are not interested in your services or products. PPC (pay-per-click helps your business display ads in the Search Engine Result Pages (SERP).
In Pay-per-click advertising, ads are subjected to a bidding system, also referred to as the ad auction. At the auction, roofers bid on keywords that are relevant to their business. These are search terms they want to be displayed in their ad. Once you have the appropriate keywords, create an ad and set it up in the search engine platform.
Include the search terms you want the ad to trigger. Set the position you want your ad to appear in the search engine result pages.
Here are the top reasons your roofing company should use Google Ads to get found online:
See results quickly: your ad can be created and approved within 48 hours
Get found online; The ad will show up in the search engine results when clients are searching for your company
The cost of each click is less expensive
Outrank your competitors in the search results
Measure and track results
Budget flexibility: You choose how much you want to spend on each ad.
c. Google My Business
If you want your roofing company to be found on Google by prospects searching for your services or products, you need to have a Google My Business listing. Getting located on Google implies a lot of things for your company. It means creating a vibrant online presence, improving brand awareness, and getting more roofing leads in your business.
Your Google ranking is crucial because it shows how easily and quickly clients can find your business when seeking roofing services and how high your company features in Google’s first page rankings. If other roofers are ranking on the first page of Google and your business is on the second page, you will lose many clients to your competition.
Today, most property owners won’t consider hiring a roofer who doesn’t have a Google My Business page and reviews attached to them. To ensure that your roofing company stands a chance to get found on local search results, make sure you create and optimize your Google My Business today.
SEO is an acronym for Search Engine Optimization. If you want your roofing business to be found online (by prospects searching for roofing services or products), you need to focus more on SEO. Roofing SEO is more crucial than ever to get found online and contact businesses or homeowners to book jobs with your company. That’s because online search has become an effective way that prospects nowadays use to find local roofing businesses.SEO will help your company to rank high on search engines result in the page and bring in more roofing leads to your company. Let’s take an example of a roofing contractor in Nashville, TN; they would benefit mainly by ranking on the first page of Google for “roofer in Nashville” since the people who type that phrase are searching for roofing services in Nashville.
SEO is about improving your brand awareness for specific keywords so that property owners in your area and are searching for roofing services see your business rather than your competitors. If you want toget more free roofing leads online, you need to invest in SEO to ensure that your business gets found when prospects are looking for services over the internet.
e. Yelp & Other Powerful Directories
Yelp is a directory that can help your business generate more roofing leads through online reviews. Just like your other digital marketing efforts, online directories can boost visibility and promote your roofing website. Having your roofing business appear in such directories is essential for remaining competitive in the modern digital era.
Potential clients consult online directories for recommended roofing services or products. Give them every chance to pursue and discover your roofing business by increasing your visibility in these directories.
2. Get Found When They Are Not Looking for Roofing Services
It is easy to market your services to potential clients who are already interested. They have conducted some research and decided you are the best solution for their problems. Now all you require to do is respond to some questions, get in front of them and ensure that they choose your company over other roofers.
Unfortunately, not every browser is looking for your service or products online. Starting a relationship with a prospect that has never heard about your company or is not actively searching for roofing services or products can be daunting. Here are two strategies your company can use to get found by prospects that are not actively searching for roofing services:
a. Facebook/Instagram Ads
With over 1.5 billion active users, Facebook ads have a huge potential to generate more roofing leads for your business. The fact is your prospects no longer use Facebook for socializing anymore, but for educational and business purposes. Since roofing is a high-ticket item, as a rule of the thumb, the higher the price of an item, the more education is required to close a sale.
To succeed in Facebook/Instagram ads, try to learn your prospects’ behavior in the platform and what they want. If you’re going to generate more roofing leads online with Instagram/Facebook ads, create an irresistible offer, attract your ideal roofing leads and create a compelling Facebook Ad. Browsers may come across your ad when hanging out and book a job with your company later. If you need help to craft a unique Facebook/Instagram ad, it makes sense to partner with a reputable social media marketing agency.
Note: You need to remember that Facebook/Instagram is a place where people go to hang out; it is not a place they go to look for roofing services. But using the right social media marketing strategies, you can win over time so they can check what your roofing company offers.
b. Google Ads
Advertising your roofing business on Google is one of the best ways of reaching prospects who are not actively looking for the services or products you offer. Since Google stores data for about 40% of searches, such ads can target prospects based on their city, state, zip code, income level and educate them about your roofing services or products. You can use auto-targeting strategies on Google Ads to attract more leads that may be interested in your roofing services or products later on.
B. Traditional Marketing
Traditional marketing (also referred to as conventional marketing) is any form of marketing your roofing business that is not conducted online. This means broadcast, print, phone, direct mail, and outdoor advertising such as billboards. You may already be familiar with traditional marketing tactics used by other roofing contractors.
This post breaks down traditional roofing lead generation strategies into two;
– advertising to property owners who are already searching for your roofing services /products
– Marketing to prospects who are not interested or actively searching for your help.
Get Found When They Are Looking
1. Phone Book
Calling is one of the oldest yet the most effective way of generating more roofing leads offline. For instance, you can place your phone number on flyers, car wraps, handouts, and brochures. Despite the shift to digital communication in recent years, studies show that prospects still prefer phone calls over websites or emails when discovering local roofing companies.
Trade shows offer you a chance to spy on your competitors and create awareness, partnerships, and generate more roofing leads. Make sure that every prospect that stops at your booth gets a freebie that they will deem valuable. Perhaps, you could offer educational content on home improvement and residential roof repairs or installation.
3. Networking / Word of Mouth
When we talk about networking, we mean interacting with other roofing contractors during local meet-ups and sharing some information about your roofing company. You can also try to forge business relationships with property management firms that may need your roofing services or joining your local chamber of business.
Get Found When They Are Not Looking
1. Telemarketing (Cold Calling)
Roofers have used telemarketing to generate leads for a very long time. It is where your business calls property owners (who may not be interested in roofing services), trying to convince them to book a job with your company. Various telemarketing firms can help your business generate storm roofing leads. They can call property owners and schedule appointments for you.
2. Canvassing/Door Knocking
Canvassing is an old-school roofing marketing strategy, but it works, allowing you to add a personal touch to your lead generation. The best time to canvass is immediately after storm damage. Here are some tricks to help your business make the most of canvassing:
a. Be prepared for the worse case scenarios
b. Set clear goals; contact information, appointment, or closing the sale
c. Schedule follow-ups
Radio and Television advertisements are two of the most effective ways of generating more roofing leads offline. Multiple studies have shown that combining radio and TV advertisements can help your roofing business reach more prospects than only one medium. They help your company get found by potential customers who may not be interested or actively searching for roofing services or products
Billboard advertising involves the use of large-scale print ads to market your roofing company and generate leads offline. Billboards are strategically placed in high traffic areas, like in cities or along highways, so they are visible to the highest number of pedestrians and drivers. Since they are put on busy streets, billboards have the highest number of impressions and views than other marketing strategies. Using billboards, your business can be found by people who are not looking for your services or products but can persuade them to contact your business afterward. Thus, making them a useful tool for generating more roofing leads offline.
5. Wrapped Trucks
Research shows that over 60% of potential customers will decide whether to hire your company based on their signage’s professionalism. Your logo, branding, and branding message say a lot about your roofing business. Having unique branding on your company trucks are crucial to generating more roofing leads offline. Such trucks should be parked strategically in areas where people frequent most on weekends or holidays to attract their attention to your business.
6.Shop/ Office Sign
Professional office/shop signs are essential in making your roofing business get found, even prospects that are not searching for roofing services or products. Like a vibrant online presence, your shop/ office signs are meant to attract attention and promote your business offline. If implemented correctly, your company signs can help drive sales, reach out to people who don’t or need your services, and prevent prospects from going to the competition.
C. Other Ways of Getting Leads
Pay per lead
As a local roofing company owner, you depend on the number of roofing leads that come in to sustain and grow your business. Most local roofers don’t have substantial cash reserves, and thus, they require bringing in more new clients to develop and pay salaries. But getting more roofing leads on a weekly basis is easier said than done.
You can count on numerous methods to bring a massive chunk of qualified roofing leads; some are more effective than others. Just one of the various digital lead generation tactics that can work for your roofing company is Pay-per-lead services. Pay per Lead services are companies that help your business to generate roofing leads and only charge for every information they send you.
Here are the major PPL service companies for roofing contractors:
1. Home Advisor & Angie’s List
Angie’s List and HomeAdvisor are great roofing lead generation websites that reach millions of homeowners. They are reliable and help your roofing website to rank high on Google. For small or medium-sized roofing businesses, using such sites is an excellent way of generating more roofing leads online.
2. Private Individual Pay per Lead Services
Besides Angie’s List and HomeAdvisor, other agencies charge you for generating leads for your roofing business. Here you only pay after you have received a call or appointment for your information.
According to the Urban Dictionary, parketing is the unethical behavior of parking your car anywhere, by reusing your old parking ticket. Unfortunately, this is not the kind of marketing we want to discuss in this post.
Roofing marketing + parking = Parketing
Marketing is an effortless way of parking roofing company branded trucks at strategic or high-traffic areas. These branded trucks act as rolling billboards that can generate more roofing leads if parked at strategic points to be seen by other drivers or passing pedestrians.
How to Convert Them into Roofing Leads
We all love referrals, prospects, and repeat business. However, converting prospects into roofing leads is always a testing area for various sales processes. Sometimes, prospects are not just ready to transform into roofing leads after first interactions. Fortunately, there are several things you can do to prevent a potential client from being swayed by your competitors, as discussed below:
A. Convey Trust
As a roofing contractor, there are four things that you can do to win your client’s trust, including;
Clean, Professional Website
Your roofing website is the first point of contact between the prospect and your business. As such, it creates the first impression in your prospect’s mind. Having a well-designed, professional roofing website conveys an excellent first impression and shows your credibility to clients. This may convince them to convert from prospects into qualified leads.
There are various certification badges that you can include in your roofing website to improve visitor’s confidence. Such trust badges have Better Business Bureau ratings seal, roofing materials certifications, SSL locks, amongst others. Trust badges assure your prospects that you are reliable and can persuade them to become roofing leads.
Outstanding online reviews on trusted review websites will make prospects feel more comfortable contacting your roofing company for services. For this reason, you need to encourage happy clients to leave detailed reviews to help your business generate more roofing leads.
On your roofing website, show before-and-after photos of your completed projects. Explain the fixes you made and the purpose of those repairs. Remember that your prospect may not have prior experience in repairs and roofing, so make sure you discuss your project in an easy-to-understand and concise manner. Showcasing your past work portrays that you care and are concerned about educating them, not just booking jobs, which can convert them into roofing leads over time.
B. Offer a Solution to their Problem
Prospects have pain points that they want to be addressed or solved promptly. By positioning your services to solve their problems, you can convert them into qualified roofing leads. You can do this by discussing the benefits that they will get working with your roofing company instead of your competitors.
C. Call them into Action.
The most crucial key in converting browsers into roofing leads is to have a clear, compelling Call To Action (CTA). Potential clients are on your roofing website, checking your business information, and are searching for clues on what to do next. Please don’t leave them stranded!
Make it super simple.
Prospects don’t want to overthink, particularly when surfing the web. If your CTA is overloaded with information, it will confuse them instead of convincing them. So use fewer words that are straight to the point.
No More than One two CTA’s
In reality, if you have more than two CTA’s on your roofing website, prospects will get confused about their next course of action. It would be best if you did not overwhelm your potential clients with too many calls to action. Ideally, your website should have two significant calls to actions to perform the following functions;
One of your call to action should encourage prospects to call or contact your roofing business for a quote or more information regarding your services.
2. Book an Appointment Online
Your call to action should guide the visitors on what to do next after visiting your site. For instance, it can request them to schedule an appointment online to discuss how your roofing company can help resolve their problems. This can persuade them to convert from prospects into qualified roofing leads over time.
Nurture your Roofing Leads
Lead nurturing is the process of creating and reinforcing strong relationships with prospects to do business with them when they are ready. Nurturing your roofing leads is crucial to your company’s success since these tactics directly influence prospect’s decisions about whether or not they want to convert into paying clients.
A. Any Lead That Comes in you Need to Add Their Information to Your Email Marketing or CRM Platform.
So you can stay on top of their mind.
According to IRS sales solutions, only 2% of sales are made during the client’s first interaction. This implies that your roofing stands to lose a whopping 98% of sales leads if they fail to follow up. Adding roofing leads to your CRM or email marketing platform will help your company to do occasional follow-ups, and that will make your brand stay on top of your prospect’s mind.
Helps Your Business to Send Out Offers
Integrating your leads into your CRM or email marketing platform will make it easy for your roofing company to inform prospects about upcoming offers and what they can do to take advantage of them.
How to Convert the Roofing Leads to Sales
Finding sufficient qualified roofing leads to convert into sales to keep your team busy can be an uphill task. The sad reality is that most of your leads won’t convert into sales just because you sent them to your conversion funnel. It will typically need additional assistance to convert. Here are ten tips to help your roofing company convert leads into sales:
A. Answer/ Respond Quickly and Professionally
Answer Your Phones with a Live Person
Most of your roofing leads won’t convert because they have lots of questions that need to be addressed before closing a sale. No matter how superior you’re roofing services or products is, your prospects will only remember the kind of support they received. If you want to convert more roofing leads into a sale, always have a designated phone representative to respond to your client’s concerns. Besides having a phone rep., you need to get a reliable phone answering firm to respond to your customer’s needs during off and peak hours.
Respond to Inquiries ASAP
Roofing leads are like fresh produce and can’t wait until the next day to answer their queries. The level of interest of a roofing lead drops significantly after an hour, and he or she may have clicked off to your competitors. That’s why you need to respond to their questions promptly to win their trust and convert them into sales over time.
Instead of concentrating on your goals, listen to what your prospect says, and see if you can identify their genuine problems and pains (which your roofing services or products can solve). By understanding and showing empathy towards their problems, you can convert more roofing leads into paying customers.
B. Get Their Information
When it comes to converting roofing leads to clients, obtaining your prospect’s contact information is essential. It would help if you had a roofing lead contact database for follow-ups after the initial communication. For instance, you may need to get your prospect’s email, phone number, or physical address. Converting roofing leads into paying clients revolves around getting them to interact with your brand. Getting your prospect’s information is crucial for two reasons:
It helps your business to get in touch with them in case you get disconnected.
Having their contact details is essential for follow-ups.
C. Book the Appointment
You must answer the roofing lead’s questions, but it is also advisable that you don’t give all the information you have over the phone. Let’s face it. Think of it as a specific book; if the cover gives all the details, there is no point in reading the entire book. If you provide your roofing lead with all the details they are looking for over the phone, they won’t be interested in scheduling an appointment with you.
A great strategy of converting roofing leads into paying clients over the phone is to respond to their queries in a raw form and convince them that you would like to discuss finer details during the meeting. During the appointment, try to be as friendly and humanly as possible. This will help bring roofing leads to your office and convert them into paying customers.
D. Show up on Time
Don’t let roofing leads wait for you. When you schedule an appointment with your prospect, make sure you arrive at his home or business 30 minutes or an hour before the meeting. By doing this, you will portray your company as reliable and honest, thus making it easier for you to convert such leads to customers.
E. Look Professional
This is another strategy of converting leads to customers, which sounds obvious but very useful. Prospects want to feel comfortable working with you as their roofing expert. Remember, you have only one opportunity to make an initial impression. Therefore, make sure you a positive impression, from how you are dressed, branded your trucks to designing a roofing website; make sure you display professionalism in all aspects of your business.
F. Be an Advisor, Not a Salesman
There is no doubt that you want to convert more browsers into customers. However, you will only succeed if you are concentrating on educating the property owner and leave them to decide whether to hire you or not. During your sales appointment, discuss how your roofing processes work, what prospects can expect, and the quality of your workmanship. Avoid being a sleazy sales rep. , if you want to convince your leads to become clients, educate them!
1. Diagnose and Offer Solutions not a Sales Pitch
If you want to turn roofing leads to customers, try to understand their problems first and discuss how your services could be a potential solution. Once you have resonated with your lead problems, it will be easy to convince them to become paying clients.
2. Try and Offer Three Solutions
As a roofing expert, you should provide your lead with at least three options, namely, repair, replace, or install. If you assessed the roof’s condition and found out that it was over three decades old, then a full replacement will be necessary. But if the roof had a few leaks, you may advise your prospect to have it repaired.
G. Have Everything in Writing
Studies have shown that human beings tend to remember what they see more than what they hear. We highly recommend that you write down everything that separates your business from other roofers out there. Thus writing down your roofing processes, materials and certifications will turn prospects into customers.
H. Follow up Religiously
After you have identified your prospect’s pain points and give out an estimate, do follow ups after a few days or week to remind them of their pending project. Such reminders will show that you care and ultimately turn them into paying clients.
Once you have educated potential clients on how your services can solve their roofing problems, it’s time now to request a sale. On your roofing website, offer a call to action button like “buy now” or “add to cart” to invite roofing leads to convert. Remember, if you don’t ask for a sale, your competitors will.
J. Ask for Feedback
If you ask questions to your roofing leads, they will typically respond. Something like this, “It has been over a month since we heard from you. Have you had the chance to check the materials and make a decision? It is an excellent way to pressurize the lead while opening dialogue to help get some additional questions from your prospect.
Track Your Roofing Leads
Lead tracking is the process of categorizing and documenting potential customers based on sales representative touches and individual actions.
A. Reasons for Tracking
By why should you track your roofing leads? Here are three reasons why you need to track your roofing leads:
See how many you are converting and losing to develop an appropriate strategy to generate or retain more roofing leads
Know the cost of leads
Help to calculate the worth of each roofing lead
Identify the lead source with a positive ROI and make the most out of it by increasing your budget towards it.
B. Types of Lead Tracking
Roofing leads, prospects, and clients are essential stages in your company’s growth cycle. When you track your leads properly, business results become apparent. Besides, adequately tracked leads show how efficient your sales representatives are doing their work and how you can improve your process for better results.
Here are methods you can use to track your roofing leads:
Customer Relationship Management (CRM)
Well-configured CRM software can help your roofing sales representative to follow-up and track leads more efficiently. It will help your business to keep an eye on your leads through every stage of your sales pipeline. Your sales representative can utilize their CRM tools to track roofing leads efficiently by creating predefined steps.
Phone Call Tracking
Call tracking can help your business to understand how the leads got to know about your company, whether they got your number from a billboard, ad, or your roofing website. This kind of information can help your business determine which marketing strategies generate more conversions/sales.
Form submissions can be used to collect data from website browsers ready to be emailed or called by your sales team. Learning to track form submissions is an excellent way of quantifying the number of leads you get from a specific web page or marketing campaign.
Google Analytics can be an excellent lead tracking machine, as opposed to only counting web visitors. If your roofing website is supported with paid advertising, you should attach the value of each lead.
Wrapping it up
Once you know how to get more roofing leads, your business will grow, make more money and outshine your competitors. The more roofing leads you to have, the higher your chances of closing more sales.
With this post, you have numerous tips on generating more qualified roofing leads, both offline and online. To recap, here are some roofing lead generation strategies discussed in this post:
Start by identifying your ideal roofing lead
Calculate the value of each roofing lead
Develop strategies for reaching your leads( both offline or online)
Drive relevant traffic to your website using PPC, Google Local service ads, Online directories, SEO, and social media platforms
Use traditional marketing techniques like Billboards, TV, canvassing, Telemarketing, amongst others
Use pay per lead service companies to get more new clients online
Convert prospects into roofing leads by conveying trust, addressing their pain points, and calling them into action
Turn roofing leads into sales through educating prospects, looking professional, booking appointments, and making follow-ups.
Track your roofing leads to know which strategies are working so that you can maximize them.
Finding more roofing leads on your own can be a daunting task. As a roofer, we know that your plate is full of lots of activities needing your attention, from managing the crew to sourcing raw materials. Instead of trying to bring new customers on your own, why not let our experts facilitate roofing lead generation tasks on your behalf? With our many years of experience in appointment setting and lead generation, we have the knowledge, professionalism, and tools to offer your company a stream of qualified roofing leads.
In the cut-throat world of the roofing business, it’s crucial to establish a strong brand that will remain relevant and help you to rise above your competitors. When your roofing brand is not working, you need to go back and ask yourself these questions:
Are you reaching your target audience? Is your business growing beyond its initial goals? Are you considering presenting a modern, fresh image to keep up with your client’s culture?
Perhaps, you want to explore new customer opportunities and ideas through a free roofing inspection to supplement your current service offerings. Maybe you have changed your roofing company mission and, thus, the need to rebrand your roofing business.
When any good roofing business innovates, your visual appeal should also adapt and change. If you have made changes in your roofing company to improve operations, team culture, strategy, or services, it is an excellent time to rebrand your business.
In this post, we will discuss why and how to rebrand your roofing business for success.
Begin by Identifying Major Reasons for Rebranding your roofing business.
If you have built a trusted, well-loved roofing brand, yet you feel your brand needs to be revamped, you need to look at your clients and social media followers to know what is happening. To avoid the risk of losing loyal clients and rumor, let your audience know about the exciting changes that you are about to make. Communication is an important step, as the reason behind rebranding your business will paint a clear overview of the type of changes that you are about to make in the roofing business.
Tell them about your business’s aspirations and goals, alongside with the visible, practical actions you are undertaking to implement them. You can wait for clients to accept the changes after they have been implemented, but it is crucial to foster a sense of excitement to get them on board first.
Tactfully Consider the Kind of Demographic You are Trying to Attract
It is better to concentrate your marketing efforts on a select group of homeowners, rather than trying to appeal to everyone. Different roofing styles, décor, and materials attract varying kinds of people, and that’s alright.
Assess Your Budget and Determine the Kind of Changes You Are Willing to Make
Some examples of rebranding your roofing business might include changes in the logo design, targeting new clients, optimizing your roofing website for search engines, increasing your roofing brand visibility on social media through paid promotion, and creating high-quality content.
Involve Your Clients and Employees
You could conduct anonymous surveys on social networks to obtain your clients’ opinions and at your office to get your employees’ input. It is also good to monitor the successes and mistakes of your competitors. Even following them on social media will give you a clear overview of what’s working for them and what’s not.
Remember that Clients Always Want to Know How Your Services/products can solve their problems.
Some clients may worry that their favorite roofing brand will become worse after rebranding; thus, you need to reassure them by discussing the changes you are making and how they stand to benefit from your new image, explain your long term and short term goals to them.
Create a buzz using your social media profiles, and make your roofing company rebranding a special event. For instance, you could offer a free roofing estimate for the first few clients who book jobs after the rebrand. Encourage clients who have had a pleasant experience with your roofing company to leave positive reviews on directories such as Yelp or Google reviews.
Why Should You Rebrand Your Roofing Business?
In an industry where trends keep changing, it can be difficult to maintain a fresh image. Rebranding is an option that most roofers tend to overlook, but keeping your roofing company’s feel and look current and fresh can be crucial to staying ahead of your competitors online.
Here are the top reasons why you need to rebrand your roofing company:
Connect With Your New Target Clients
The biggest benefit of revamping your roofing brand’s feel and look is to reach new property owners who need your services. When you concentrate on new aspects of your roofing brand and promote them properly, your clients will notice. Rebranding can provide the stimulation your roofing company requires to grow in an ever-evolving industry.
Differentiate Your Business from the Competition
As you grow your roofing brand, you may find that your capabilities contend with those of the industry’s competitors. Rebranding is one of the most effective ways of setting your roofing services and products apart from those of your competitors. Differentiating your roofing brand shows prospects that your services are exceptional and that you are an expert in the industry. Rebranding your business to have its fresh look, feel, and voice will help establish your brand as an authority with a personality that appeals to your clients.
Rebranding Helps Your Roofing Business to Stay Current
Rebranding has one major aim; to keep your roofing brand current. Graphic design trends play a crucial role in how prospects/ clients perceive your roofing brand and all it has to provide. Ensuring that your visual appeal is always ahead of your competitors shows your clients that you stay abreast of what is happening in the industry.
Reflect New Products, Services, or Goals.
It isn’t easy to showcase how your roofing business has grown over the years if your brand does not reflect it. If your business has expanded to offer more services or set new objectives for your company, then rebranding is an excellent way to show that your business is evolving.
Improve Your Bottom Line
The advantages of rebranding will not only affect your inbound marketing strategy, but they will make your roofing business more profitable. Reaching new prospects, standing out from competitors, and showing your expertise are excellent ways of maximizing your profits by giving your roofing brand a new look.
Partner With Blackstorm Roofing Marketing for All Your Graphic Design Needs
A great roofing brand deserves an opportunity to achieve its full potential through aggressive internet marketing campaigns. Stand out from the crowd and amplify your brand’s message with our professional graphic design services. Our team will work with you to create a versatile color pallet, custom logo, and other marketing materials that convey your goals and the importance of your roofing brand. Schedule a free strategy session with our experts to start your roofing graphic design project today!
Increase prospect’s engagement, conversion rates, and Book More Jobs with a faster roofing website.
Are you wondering why your roofing website loads so slowly? Or are you searching for tips to help your roofing company website load faster? Does the speed of your site affect conversion rates and SEO?
These are concerns that plague the minds of our prospects and customers. Website visitors today have become more intolerant of slow loading websites. Even search engines like Google are nowadays rewarding faster loading roofing websites with a higher ranking than those without.
So if you want to stay ahead of your competitors, you need to take advantage of the situation mentioned above. Fortunately, this post will discuss crucial tips to speed up your roofing website and improve conversion in 2020 and beyond.
If you are dealing with a slow roofing website, keep reading for more information on fixing it.
Why Does My Roofing Website Load Slowly?
You might have come across the old age cliché that says “slow and steady wins the race,” but when it comes to your roofing website’s overall performance, that is undoubtedly a direct ticket to failure.
Improving your roofing website’s loading time is a win-win approach to keep the web users of your site happy and increase the revenue generated by your roofing business.
Here are our top reasons why turtles are moving faster than your roofing website:
An image is considered un-optimized when it has a large file size, undescriptive file names, and the site with no alt tags, which ultimately slows your roofing website’s performance.
Images created using software like Photoshop are saved as large files. Even though they contain a substantial amount of quality and detail, they can slow down your roofing website because of that excess detail.
Besides, Google does not see your images. Instead, Google reads the three or four-word descriptive terms to understand what the icon is all about. But without that description, Google does not know what your image is all about.
Excessive Usage of Ads
Google AdSense can be an additional revenue source for your roofing business, but it can also slow down your website.
The most apparent effect of overloading your roofing website with adverts is more HTTPS requests that make your website unresponsive.
Mainly the rich media ads such as auto-downloads, pop-unders, and interstitials-may create hundreds of such requests, making your roofing website slow down its speed.
Failure to Use a Content Delivery Network
If you don’t use a content delivery network, then your roofing website will load slowly.
Content Delivery Networks (CDN) makes sure that your roofing website is served to a user from a nearby location. That helps your roofing website to load faster because the data travels a shorter distance between your user and the server.
High Roofing Website Traffic
A surge in roofing website traffic is another reason for the slow loading website.
Even if the information is conveyed super-fast, a roofing website can only hold a certain number of users each time.
Bandwidth is a technical terminology used to refer to the information an internet connection can handle at any given time. Broadband (large bandwidths) deliver information very fast and accommodate more users. “Mbps” refers to the amount of data that can be transferred per second.
Inefficient Web Hosting
To display your roofing website online, you need to have a web hosting provider.
When a prospect types your roofing website’s name into their browser, the web host serves your roofing website from their server.
Some web host providers are better than others. If you choose an inefficient and cheaper web host for your roofing website, you will lose valuable clients because of your slow loading website.
Use of Unclean Code Slows Down Your Roofing Website
Unclean coding is another common culprit for the slowness of your roofing website. When you create your roofing website, inline stylings, excessive new white spaces, unnecessary comments, and empty new lines can make your site’s stylesheet bigger, thus hampering its loading speed.
Your Roofing site CSS is not Optimized Properly.
Excess Social Sharing Buttons
It is crucial to let your prospects/clients quickly share your pages on social media; it can reduce your page loading time if you have too many social sharing buttons.
For such buttons to correctly do their job, you need to add them as plugins to your site. Such plugins will require retrieving data from their respective social media pages every time they are used.
Numerous elements on your Roofing Web Page
Your roofing page’s size is affected by various factors, including HTML, stylesheets, scripts, images, videos, and other items that may be on your website pages.
When you have lots of elements on your page, the page will load more slowly, which leads to a slow roofing website overall.
Too Much Flash Content
Although flash is an excellent tool for making your roofing website more interactive, it is more likely to slowly build your website load. Flash content usually is bulky in size and thus will make your roofing website load slower than usual.
What is the Ideal Loading Time of a Roofing Website?
If your roofing website loads in less than 3 seconds, that is acceptable. However, anything beyond three seconds will make your bounce rate to increase sharply.
If your roofing website loading time exceeds 3 seconds, you must make speeding up your website your priority. But before you start this process, you must measure your current roofing website loading speed.
How to Speed up Your Roofing Website in 10 Simple Steps
Optimize all Images used on Your Roofing Website
With a vast selection of free photo tools available online, optimizing images found on your roofing website can be a breeze.
To optimize your website images, you need to compress them first.
Large images are often very bulky, and as a consequence, they load slowly.
The compression of such images helps lower the bandwidth of those images, consequently reducing HTTPS requests.
Check Your Web Hosting Provider
Your web host provider can have a significant impact on your roofing website speed. You need to select a web host provider with servers near where your prospects/clients are. If you are an American client having to access your site via a server in Northern Europe, that will affect your site speed.
Many roofers opt for cheap web hosting after they start a website or blog, so they select shared hosting. Over time, they publish more content, and their website grows, thus slowing down their websites. In such a case, they can upgrade their hosting plan and boost the speed of their website. Be sure to select the best hosting Service Company for your roofing company website.
Enable Browser Caching
Remove unnecessary plugins
Every plugin you add needs resources to run effectively. However, more resources mean a slow loading roofing website. If you have unnecessary or unused plugins in your site, you should delete and deactivate them to give your website speed the required boost. By removing unnecessary plugins, you can enhance your page loading time and, consequently, your roofing website’s speed.
Reduce HTTPS Requests
You can minimize such requests by:
Use CSS instead of images where possible.
Minimize the number of elements per page
Add a caching plugin
Only use Social Media Platforms that Perform the Best
If you know that your posts don’t get shares on Reddit or Pinterest, you can delete those buttons from your plugins. Reduce the number of social sharing buttons to three or four per page. That will help you to target high-value social media networks like Twitter and Facebook without overloading your users. It will also save your site from loading pages that are barely used. Your clients will not even miss them!
Reduce or Eliminate Third-Party Advertisers
If ads cause your clients to bounce back from your site and reduce the loading time, you will lose valuable clients who are far much worth than your ads revenue.
If ads are your primary income source, you stand to lose clients by placing too many ads on your roofing website. Limit your ads to one or two per page and increase your roofing website speed. That will help to keep your prospects glued on your roofing website for an extended period.
Reduce the number of elements per page
To minimize the load on your roofing website:
Reduce the quantity and size of items in your roofing website.
Consider whether you can attain the desired outcomes with few photos, details, or videos overall.
If you want to know whether you have too many elements on your page, perform a heat map test to understand what your clients/prospects are clicking and clicking.
Increase Bandwidth to Cater to an unexpected Traffic Surge.
High traffic is an excellent problem-every roofer should welcome it.
But to keep your roofing website loading faster, you need to increase your bandwidth.
It is a pretty straightforward process as you only need to call your web host and instruct him or her to increase your bandwidth.
Use a Content Delivery Network to speed up your roofing website.
A CDN hosts your roofing website’s static files to deliver them effectively and minimize your server load and bandwidth. With a CDN, the requested content can be achieved much faster, since the server will be closer to the target end-users. As a result, there will be no latency, but your roofing website will load much faster. So, using a CDN will save a lot of bandwidth and significantly improve your roofing website’s speed.
Hire a Professional to Optimize Your Roofing Website Page Speed Today!
Various factors make your roofing website load slowly. This implies that several steps can help your site load faster as expected by clients. As a roofer, you don’t have enough time to run your business and speed up your roofing website.
How about other voice assistants like Google Assistant, Alexa, or Cortana?
Whether you have answered or not, the sad reality is that;
Most of your potential clients have spoken a question or command to any of these online assistants.
They have asked questions like:
“Siri, where can I find the best roofer in Tennessee?”
“Alexa, is it going to rain tonight?”
Research shows that customers who use voice search, almost 50% use voice assistants to find a local business.
So what does that mean for your roofing business?
Your roofing business cannot ignore voice search and expect to win more jobs online.
Every roofer who operates a roofing website understands the value of search engine optimization. For years, roofing marketers, hoping to popularize their blogs, would research keywords and use them sparingly throughout the content to rank #1 on Google search results when prospects look for them online.
What is Voice Search Optimization and How Does it Work
Voice search optimization refers to the process of optimizing your roofing web pages to appear in voice searches. Voice search is any search a prospect performs on the web using a voice command instead of text or typing.
But how does voice search work? Here is a breakdown of how things work in voice search in four simple steps:
A prospect/ client initiates a voice search by addressing the device voice assistant using pre-programmed voice command (“Hey, Alexa,” “Hey Sir” or “Hey Cortana”)
The prospect/client gives authority or asks a question: “where do I find the best roofing contractor over here?” Or “SEO movie release date.”
Based on the kind of technology that the voice search uses, it will collect the packets of sound as syllables, phrases, or sentences.
Finally, the voice search system will translate the sounds’ units to text and initiate the search process.
Whew! Fortunately, we don’t have to worry about that too much. But isn’t it refreshing to understand what goes behind the scenes?
What is the Role of Voice Search in SEO?
SEO is one of the most crucial marketing tools used by roofing contractors all over the world. Since its inception, SEO has undergone various changes, most of which come from the search engines’ limitations. Voice search and artificial intelligence will affect your roofing business progression with SEO. Roofers will now have to align their keywords to take advantage of this new technology to drive more demand and income.
Voice search will affect how roofing website content is written and narrow down to the target market more precisely within a short time. It will also assist offer relevant feedback after sieving through a massive amount of information. This will give your roofing business a competitive edge as it will concentrate more on the target audience. Furthermore, artificial intelligence can be used to analyze layouts, marketing content, and UI graphics.
Experts believe that voice search will eliminate the possibilities of black hat SEO, as it will help them detect false keyword stuffing in the coming days. Be it a personal computer, laptop, or mobile, voice search makes it easy for people of all ages to find local roofers by speaking to their gadgets. This ease of use in daily life will help voice search to grow in the coming days.
Why Do Roofing Contractors Need to Invest in a Voice Search Optimization Strategy?
A voice search strategy is essential for your roofing business. With more clients/prospects using voice assistants like Google Assistant, Alexa, or Siri, you need to invest in this strategy to reach them, mainly if you operate locally. More than half of voice searches are used to identify a local business.
Here are some of your roofing business benefits by implementing a comprehensive voice search optimization strategy:
Increased roofing website traffic
Raise your brand visibility and awareness
Enhances client engagement
High scope of roofing sales and conversions.
Drives more prospects to your roofing business.
How to Win More Roofing Clients with Voice Search Optimization
Now that you have understood the ins and outs of voice search technology, it’s time to know how to use the information gained to generate more roofing conversions and draw potential clients with voice search.
Create an Easy-to-Read Site Map
Your sitemap is how Google recognizes your search terms and their relevance to the prospect’s or client’s search. When you create a new roofing website, consider the keywords you are choosing and how they will rhyme with what your clients are searching for online.
If your map is organized and clean, Google will instantly recommend your roofing website if a web user performs a voice search for proper phrase or keyword. It is also highly recommended that you revise your old content to see if there are revisions that you can make in your URL link. This small tweak will help your business reach more clients searching for information related to your niche online.
Re-evaluate your Keywords
It is estimated that by 2022, more than half of American households will have a smart speaker. Combine that with the fact that every adult owns a smartphone with voice search capabilities, and it is easy to see why roofing contractors need to rethink about their keyword research strategy. We need to think about how an average homeowner would initiate a search and concentrate on those keywords.
How to Prepare Your Roofing Business for Voice search Revolution
Speech recognition and voice search software are on the upward trend like never before. If you have not been affected by the voice search yet, then know that it is around the corner, and over time everyone will be swept by the marvels of voice assistants like Alexa, Siri, or Google Assistant.
It is estimated that by 2020, almost half of the total online searches will be voice-activated (source). Voice search is the new wave of a technology revolution that roofing contractors must adapt. But the question is, how can you prepare your roofing company for this bleeding-edge tool? This post will discuss how voice search can be utilized and how it will change your business and the roofing industry in general.
Here are some of the things you can do to get your roofing business ready for voice search:
Improve Page Speed
Prospects/clients expect fast results for their voice searches. Most of the voice searches are performed over mobile and devices like Amazon Echo. And roofing website loading speed is an essential aspect of cellular search ranking signals. It was found out that the average time for a voice search results was 54 seconds. If you want to increase your chances of showing up in voice searches, make sure that your roofing website loads faster.
HTTPS and SSL Certificates
HTTPS prefix and an SSL certificate validate your roofing website security. Google had announced that in 2014, HTTPS would be considered as a priority ranking factor. This would apply to voice search as well. This shows that securing your roofing website with an HTTPS certificate will help your site to appear in voice searches.
Informative, easy-to-read and long-form quality content
Contents that are easy to read, having 2000-3000 word count stand a high chance of ranking high in voice search results. However, stuffing your posts with meaningless words to appear in voice searches is not the ideal method. Google selects content quality over quantity. If your post meets quality content guidelines, then Google will consider it the best pick.
Content engagement also plays a vital role in voice search rankings. Though Google does not consider social media signals when ranking roofing websites. It has been observed that highly engaging content tends to rank high in voice searches.
High SERP and Featured Snippets
Domain rating is more preferable than your page authority. Hence, a roofing website with more quality backlinks will be superior to one with an excellent backlink ratio. A roofing website with a higher domain rating ranks better in the search results.
Another factor you need to consider is the featured snippet section. Snippets are regarded as the ideal results of voice searches. More than 40% of voice search queries are answered in these featured snippets. They contain precise answers to user’s questions in a concise format. But you need first to make sure that your roofing website gets on top of the search engine results. Only pages that feature in the first page results of Google will appear in the featured snippet section.
Do you know that 1 out of 5 adults in America uses voice search at least once every month? The better mobile experience has become an essential factor in voice search optimization. Furthermore, Google has already announced that it will reward mobile-friendly roofing websites with a higher ranking.
Strengthen Your Roofing Marketing with these Voice Search Optimization Tips
Use Natural Language to Appear in Voice Search Results
Prospects use more conversational queries when performing a voice search. For instance, they are more likely to inquire, “At what time does roofer x open today?” or “Roofer x office hours.” So make sure that you try to include as many conversational keywords as possible. Such kinds of queries are also known as long-tail keywords. They are usually longer and tend to take the form of questions and phrases. Voice search results are generally delivered on the 9th grade English level, so make sure that your content is presented well and easy to understand.
Check the kind of devices your prospects are using and optimize your roofing website for such devices. While voice assistants are found on smart speakers, research shows that most of these searches are performed on handheld devices such as smartphones and smartwatches.
Prospects searching for something local (such as a local business) are three times more likely to perform a voice search (particularly on a mobile phone) than a text-based query. What does that mean for your roofing business? It means that you need to be on top of your internet marketing game (like your online reputation and local SEO) if you want your roofing company to get found on voice searches.
5 Voice Search Strategies that you can apply today
Strategy #1: Focus on giving answers directly
If you want to get the most out of your voice search strategy, begin by answering questions directly.
Did you know that over 50% of voice searches rely on featured snippets?
Such featured snippets answer questions from prospects directly.
Prospects normally perform voice searches in the form of questions.
(“Siri, how do you find an experienced roofer here?”)
(“Alexa, is it raining today?”)
As a roofer, you need to start posting your content on the FAQ page for the most common questions that prospects ask, making it easier for your roofing website to get found in the voice search results.
To boost your visibility, keep your answers brief.
Strategy#2: Make your Content Easy to Read
When Google gets results for voice searchers, it attempts to locate content that an average customer can read and understand.
Don’t try to show off your roofing website using all the technical jargon, you know.
Keep your website content simple that it can be understood by ordinary people so that your sites get found on voice search results. Also, make sure that your site can be followed by all visitors who interact with it.
Strategy#3: Follow SEO Best Practices
Did you know that roofing websites that rank high in desktop searches have the same chance of getting found on voice searches?
The reverse is also true.
If you have not optimized your roofing website for SEO, you will not get found on voice searches. But there are several things you can do to make sure that your roofing website gets found on top of search engine results, including the following:
Speeding up your roofing website
Integrating keywords on your roofing pages
Making your roofing website mobile-friendly.
So, you need to re-evaluate your SEO strategy to appear prominently on voice searches.
Strategy #4: Make Business Details Accessible
Consider the kind of information that prospects might want to know about your roofing business when thinking of using your products or services.
Strategy #5: Invest in Local Service Ads from Google
Besides the regular pay-per-click ads, Google currently offers local service ads on top of its search engine results.
Local service ads help potential clients to learn about local, Google-verified roofing businesses and even book jobs directly from the ad.
If you have invested in these ads currently, the good news is that you will experience improved voice search visibility. If you do not use local service ads, you need to invest in them, giving you more leads in text-based and voice searches.
Boost Your Roofing Sales with Voice Search Optimization Now
Voice search optimization will assist you in generating more leads for your roofing business and earn more sales. By implementing the voice search optimization tips discussed in this post, you will drive more voice searchers to your roofing company.
Are you feeling overwhelmed by implementing these voice search optimization strategies on your business? Don’t fret as the Blackstorm Roofing Marketing team is ready to help optimize your roofing website for voice search. We have a team of experienced SEO specialists who will ensure that your business appears on top of voice search results.
Don’t miss out on potential roofing jobs because you don’t have a voice search strategy.
Ensure that your roofing business is visible regardless of the device your prospects are using-whether it is Alexa, Siri, or desktop using text searches.
The roofing industry is incredibly fast-moving and fluid, which can affect contractor-customer relationships. As a roofing contractor, you must develop strong customer relationship skills, particularly if you want to work with the client again or have that client refer you to their friends or relatives. Not only do positive customer relationships contribute to your business’s success, it directly impacts your roofing company brand. Here are the ten simple yet powerful steps you can take to create long-lasting client relationships, get referrals, and ultimately book more roofing jobs.
Make Communication Comfortable and Easy
Solid customer relationships need active communication, and that implies clients must be comfortable contacting your business. Let customers know if you are best reached via emails, Slack, text messages, Skype, or any other communication method.
It would help if you also tried to understand how customers prefer to be contacted.
Your communication with the customer during the project should be as frequent and lively as possible. Regular contact can help to build trust and makes sure that your client is cared for and that their property is in good hands.
Establish Rapport and Credibility Right Away
When first meeting with a customer. They must earn your trust. This sets the tone for the whole project. The objective is to assure them that your business is the right one for the task.
First, make sure that you convince they are in safe hands. They want to be sure that they got the best solution (your roofing company) even if they don’t know much about your business. Acknowledge that you fully understand their challenges, and they will sit to listen to your marketing strategy.
It could help if you could refer to your previous customers who had a similar problem. Showing that you have helped other property owners with the same challenges makes them feel more secure in trusting you with their roofing projects. You can achieve this on your roofing website through customer testimonials.
Set Expectations and Deliver Them
As a roofer, do what you have committed to and deliver on what you have promised a customer. And don’t just meet expectations; surpass them with incredible results, energy, and communication.
You can begin by setting realistic expectations with your customer from the onset, from what you intend to deliver to how you will offer and how you will keep in touch to improve that relationship.
Always remember the key ingredient to delivering and surpassing expectations-your attitude! Never underestimate the power of a cool, calm, and positive attitude to instill confidence in your potential client.
Express Customer Appreciation
Expressing your gratitude intentionally shows your customers that your roofing business values them and their properties.
Roofing contractors can convey such appreciations through a gift box, thank you card, or a gift card. Whether you have just completed a roofing project or want to spread some cheer, property owners appreciate the little gestures that show they are exceptional in your business.
Maintain an Active Social Media Presence and an Updated Roofing Website
Outdated or inaccurate information leads to frustration and loss of trust. If prospects cannot find what they are searching for, they will navigate away to your competitor’s website. Make sure that you update your business contact details when anything changes. Besides, make sure that you are responding to queries that prospects might have regarding your company.
Own Your Mistakes (Ad be results-oriented)
Mishaps and mistakes are bound to occur; the problem is how you bounce back from them.
This implies addressing the challenges right away (and apologizing if you are on the wrong), coming up with real solutions to what went wrong, and following up until rectified.
Ask for a Referral
Your strongest roofing leads should come from referrals. An excellent online reputation and word-of-mouth recommendations are efficient ways of acquiring new customers. Requesting your clients for a referral is a crucial step in the follow-up process. You can give incentives through discounts on future projects such as window replacement or gutter repair to encourage existing clients to refer their friends or relatives to your business.
Sending your client a personalized check-in email a few weeks after completing their roofing project is a practical yet inexpensive method of following up with your customers. Ensuring that their repair or installation is performing as expected and that their problem has been solved is vital to creating a lasting relationship with your customer. Furthermore, customizing emails for every client instead of sending generic emails shows your client that they are crucial in your business and that you are concerned about their satisfaction.
Ask For Feedback
Obtaining feedback is not just for wrapping up completed roofing projects. But you should deliberately and consistently ask your customer how you can improve the way you work together.
When you have finally onboarded them, for instance, call them to know how it went, what they loved about the entire process, and if there is anything that could have been done differently. This will show interest in their happiness and opinion, but you also learn important information for future customers you may have onboard.
As a roofer, you should create an open relationship where feedback is welcomed and respected to form a basis of long term partnerships.
Stay Connected to Your Leads/ Customers
Achieving roofing business success boils down to nurturing and building relationships. A relationship with a client does not end when the project is completed. Maintaining relationships with clients increases the chances of booking more jobs, not just referrals. Sending something small like a holiday card can make a huge difference.
Keep the discussion going with your customer or lead after the sales meeting. Provide added value by sending relevant roofing industry updates and news to clients or prospects.
Use These Tips to build stronger Relationship With Your Clients.
Acquiring new customers is a crucial part of running your roofing company. But if you want your roofing company to succeed in the long term, you should concentrate on managing relationships with existing customers. This will help to keep your customers coming back to book jobs for many years to come. If you want to create a new roofing website to improve your online presence, kindly schedule a free strategy session with our experts today!
Increasing roofing sales is the fundamental objective of countless contractors, small and large alike. Finding new prospects to book jobs with your business is a crucial part of the whole sales process. It may be hard for some contractors, but if your goal is to improve your roofing sales, you need to consider which marketing strategy will be ideal for your target clients.
As a roofing company owner, you know that booking jobs is essential to your success and growth, and many other roofers wonder if there is something specific they can do to improve their close rate. Do you offer exceptional roofing services or products but aren’t attracting the right clients to book jobs with your business? That’s okay.
This post will provide valuable roofing sales strategies to raise your presentation game so your company can secure more jobs than ever before.
Convey a Professional Image from the Word Go
An effective roofing sales presentation is much more than offering information about price or services. From the time you drive up to the building, everything about your behavior and appearance matters, including the clothes you wear on a material day. Dress appropriately, show respect to the homeowner and their building and remember to carry all your marketing materials, from video presentations to brochures, ready to go.
Focus on Educating, not booking a Job
While many roofers focus on closing and pitching, ensure that you take time to educate your client about your services or products. Of course, you want to leave with a signed contract, but also you don’t want to remove the power of deciding for your client. According to a roofing contractor, over 90% of homeowners said the roofer they hired explained the essence of artistry and plan for achieving that objective.
The client will trust you more if they feel that they are making a well-informed decision regarding your roofing services. Act as an expert and guru-which you are! During your presentation, discuss how the roofing process works, what the property owner can expect, and the benefits of quality materials and artistry.
Differentiate Your Roofing Business from the Pack
There has to be something that sets your roofing company apart from the rest out there. If not, why should clients turn to your business for their roofing needs? One of the most effective roofing marketing strategies is to discuss what makes your business a better option than other local roofers, whether you can handle complex projects or your crews.
In the modern business environment, the easiest way of getting ahead of rivals is to specialize. Maybe you can concentrate on using uncommon roofing materials. Perhaps promote a different roofing style. Whatever you opt to specialize in, focus on it as a way of getting ahead of the curve. Make your roofing business visible to your target demographic.
No property owner wants to hire a roofing contractor who struggles to get by, right? Everyone wants to partner with a roofing company with a consistent business since your customers understand that well-booked roofing contractors do an exceptional job.
Use this line of thought to create scarcity, if applicable, to your roofing company.
Here’s how you can do it.
If you are super busy, then portray that fact off! Show your ever busy schedule in your online profiles, like social media, and even during a conversation with the client. Scarcity can help to increase closing rates dramatically. The point here is to assist your leads to realize that they need your services more than you can offer them.
Use Referrals to Increase Roofing Sales
When it comes to booking roofing jobs, never undermine the power of client referrals. Your prospects will be more comfortable partnering with you if you can show the testimonials from previous customers. Referrals are the building blocks for any roofing business that wants to increase sales. Nothing speaks louder to property owners more than the previous customers that you serviced. Make sure that you use such referrals when discussing with the homeowner.
Serve Your Existing Roofing Customers
One of the most straightforward but useful tools in your roofing sales arsenal is your current customers’ list. If you want to increase your closing rate significantly, then pitch to those customers who already know you.
Consider getting in touch with your existing leads through telephone, emails, or even flyers to inform them about any seasonal offers, discounts, or promotions. You have already developed trust with your existing customers, so leverage that network to boost your roofing sales.
Offer Financing to Attract More Clients
Roofing is a considerable investment in your commercial or residential property. So to reduce the cost a little bit, provide pre-qualification and financing. Financing is the best option for property owners who need a new roof but don’t have enough money. As a roofer, make sure that you do whatever is possible to fit your client’s budget.
Listen and Understand Your Ideal Roofing Customer
As a roofing contractor, you can learn many things by listening to your customers. Ask yourself this question; what challenges is my ideal customer facing?
Your typical customer is possibly anxious about the state of their roof.
What anxieties and frustrations do your roofing customers have?
Maybe they are frustrated because their roof looks unappealing?
Perhaps their family is stressed because of a leaking roof?
Maybe snow has spilled on their top, and they need to have it removed fast.
Listening and understanding the problems of your ideal roofing customers puts you in a superior position. You can create a superb sales copy and address the issues in a relevant and super focused way.
Many times, roofers take for granted the power of creating meaningful relationships with their customers. Remember, you are partnering with people on the most crucial belonging; their home.
Show Clients Their Warranty Options
Warranties can be nerve-wracking and confusing for your customers; make sure you educate them about your warranties. Information is the best weapon when it comes to closing a roofing sale. The more details your customers have about your warranties, your process, and what you can offer on the site, the more they can entrust you with their roofing projects. A contract can ease a lot of fears and worries in homeowners. Explain all your warranty options and assure your prospects that you will be there for them always.
As a roofing contractor, you already know that your job is inherently visual. In simple terms, your customers want a roof that looks good, and anything that you can do to give them this assurance will go along in closing the sale. This implies that you should come armed with brochures, a portfolio, and other marketing materials so that you can show potential customers what they can expect.
By doing so, you will create trust between your business and the homeowners, assuring them that you are concerned about upgrading their homes. When you come prepared, you place yourself as a more interactive and professional option. This alone will improve your business brand image in customers’ eyes, assisting you in attracting many clients and growing your business.
Sell Your Unique Value
Do you have twenty years of roofing experience? Do you have specific certifications or an excellent portfolio? Always make sure that you build your roofing sales pitch around your unique selling point. Simply put, you want to do everything you can to distinguish yourself from the competition. In doing so, you can rise above other roofers in property owners’ minds and gain the much needed competitive advantage. You want to ensure that your business name is paramount when clients think of roofing services, and an excellent way to do that is to promote your unique value.
If your customers have ever had a poor experience with roofers in the past, make sure that you differentiate yourself from such roofing contractors. Make sure that your meeting with potential customers is professional and educational.
By promoting yourself as an authority in the field, you will gain your prospects’ trust and utilize your unique selling point to win more customers.
You can also promote your unique selling point in various ways. For instance, if you use high-grade roofing materials, you want to make this known to property owners. Don’t just mention that you use high-quality materials, but instead discuss what benefits it can offer them. By proving that these materials are the best for their home, you will differentiate from the competition and close a deal.
Always Over-Deliver and Provide Amazing Roofing Experience
Suppose you want to make sure that clients book jobs with your roofing company, again and again, over-delivering is paramount. Providing a terrific service that makes your clients happy is one of the effective ways of improving your closing rate. Why is that so?
Since your leads first do their homework on your company before contacting you, they ask their family and friends, read reviews, and check out your previous completed projects.
When offering an exceptional roofing service to clients, don’t view it as a short-term project. Instead, make a long term investment in your client and establish an opportunity for repeat business. Customers should obtain the same experience, no matter how small or big your roofing company is. Consistency is one other essential element of service to your clients.
Ask For the Review
We live in a society that values social proof. For this reason, your business profiles must show great reviews.
Always remember to let your customers know you appreciate and require reviews from them. Ensure that your happy customers still pen down a check on your online profiles (such as Thumbtack and Yelp).
Give Freebies as Much as You Can
Everyone loves free stuff; the more you give, the more favorably potential clients will likely perceive your brand in a positive light, leading to more roofing sales.
Examine your current offerings. Is there something that you can give out for free? For instance, you can opt to provide free roof inspection after a storm or hail damage to customers. This will tempt such homeowners to book jobs with your company afterward.
Provide Multiple Payment Options as Possible
Okay, so your roofing company accepts credit cards. What about PayPal? It would be best to give your customers numerous options on how they pay for products or options.
Never allow your customers to get stressed on how they will pay your company! Instead, you want to be a dream roofing contractor with multiple payment options and no stress regarding high-quality workmanship.
Potential clients like to book jobs with roofers who feel real. Don’t be afraid to throw your ordinary look into your sales pitch. Perhaps you can give your client a brief history you have with the company. Discuss your passions, hobbies, or family. Come to your client’s level and talk casually.
The Bottom Line
Finding an efficient roofing sales strategy does not have to be an uphill task.
With this post, you will be closer to developing the right sales pitch and win over property owners and grow your business. Whether your roofing company is new or has been operating for some time, you can benefit from the tips given in this post. What’s more, by perfecting your sales pitch, you will attract more customers and grow your roofing brand.
It’s time you get serious with your roofing sales strategy! With the right plan in place, you can take your roofing company to the next level.
If you follow the tips discussed in this post carefully, you will have a chance to boost your closing rate.