Guide to Get Leads for your Local Roofing Company
The purpose of this guide is to start a conversation that we can continue to update for our followers explaining some different ways that will help your company continue to grow in this ever expanding digital age. Most importantly we feel that every local Roofing Company should know the difference between Inbound and Outbound marketing methods, and which of these methods everyone should be doing.
If there is anything that we have learned when it comes to small business, it’s that no two business owners are the same, just as no two customers are going to be the same for them. This means that we all must adapt in order to keep people happy. You might have a customer that is looking for a metal roof replacement or a customer that would rather go with shingles. At the end of the day, customer service, trust, and dependability are major characteristics that every local roofing company needs to have at their forefront. Let me give you an example. Let's say Susan goes looking on Google, and does a search for local roofers near Fayetteville, AR. When she does this search your website doesn’t even pull up anywhere on the first or second page, but she wants to read testimonials on a lot of different local roofers in Northwest Arkansas so she clicks on view all to take a look at the map pack. When she does this she finds your business, but it’s way down on the list. However, she sees that you have great reviews with previous customers talking about how long they’ve been using your roofing services, and you have always been the best at communicating, and getting the job done right and on time. This is what people want to hear.
However, how do you get people to find your company not just online, but in your community? That is what we will continue to discuss to give you some insight into some ways that might help your company get some customers quickly, and without spending a lot of money, but as we all know consumers have turned to the Internet to find recommendations and services.
If you want to remain competitive and get as many roofing leads as possible, you will have to adapt, too.
Majority of today’s consumers are using Google, and other search engines to find local service providers in their area, but there are still some other ways you can start to build your clientele without spending a fortune on a marketing company that does not have your best interest in mind.
Most people aren’t turning to the old Yellow Pages in the phonebook anymore, but there are some ways to use online citation sources, and we’ll get to that more later.
So, ask yourself – Do you have an online presence at all? Do you have a website? Is your website positioned to grab the attention of your leads? Is it even discoverable on Google?
If you answered no to any of these questions, we can guarantee you that you’re losing sales and leads to your competitors as we speak.
The trick to capturing free roofing leads for your business is to advertise your company where consumers spend their time – offline and online.
Understanding Todays Local Consumer
Digital-first consumers like we mentioned above describe the present-day buyer. These consumers are people who go online when they want to find a local roofer near them, book an appointment for an appraisal, or maybe buy products online. They don’t ask their neighbor or check the newspaper. They might go to a digital platform instead, and look for testimonials or might not look for anything like that at all, and just click on the first thing that pops up on Google which is why it is so important to have an online presence.
The immediacy of the Internet has changed how people book services, and they are more impatient now than ever. People expect an immediate response to questions, a positive customer experience, and all-around amazing service. They know they have options so they can jump from one provider to the next at the touch of a button.
So what does this mean for you?
Understand Outbound and Inbound Marketing
If you aren’t sure what this even means, and your wondering how to generate roofing leads for your business, you need to ask yourself a few questions:
Are you showing up where your potential clients are most likely to look for your service?
Do you clearly communicate why your company is a better choice for your customers than your competitors?
Do you know those reasons in the first place?
Inbound Marketing refers to digital methods of marketing your business such as creating a website, paid ads, among others, while outbound refers to cheaper more traditional methods such as door-to-door, print media, word of mouth, among other options as well.
Now, marketing companies like us can help you with a lot of things, but we aren’t you. It is shocking to hear that many business owners don’t even know their own unique value proposition. A lot of small business owners don’t even have a mission statement explaining how they stand out from competitors and bring value they won’t find anywhere else.
While majority of digital marketing agencies, including ourselves, will tell you it's extremely important to put most of your resources into inbound marketing, we personally would also make sure that you understand the importance of using great outbound marketing tactics as well with your roofing business because it will make a difference, and it won’t cost much at all to utilize these methods. Especially if your company is in a smaller community where reputation and testimonials are crucial both offline and online.
It is very important for roofing companies to make sure that they have the right balance between inbound and outbound marketing. All companies have to make sure they maximize all channels, and it is very important to track your marketing progress to see which approaches are working best for generating roofing leads for your business. While you can always do the inbound marketing yourself, we recommend working with a pro to ensure that you are getting the most out of your marketing budget.
So, let’s look at how to get roofing leads both through outbound and inbound methods!
Great Outbound Methods to Generate Roofing Leads
First, we’ll start with Outbound Marketing. Now, if you follow HubSpot at all you might have read some stats explaining how almost 20% of businesses say that outbound marketing methods provide the highest quality leads for their business. The amount of leads that you get may not be as high as you like right away, but that’s all the more reason for you to tap into the opportunity, especially since outbound tactics are very low in cost or have absolutely no cost at all to you, so why not increase your ROI.
The most common outbound methods that help roofing contractors get more leads are:
Local outdoor advertising and branding
Stay Active in Partnerships and in Your Community
Cold calling and Door to door
If you are already doing all of these things, and getting some really good results then it might be time to start looking into expanding your inbound marketing. If you are not seeing any results with these things, it doesn’t necessarily mean they aren’t working. It probably means you need to rethink how you’re approaching them, and what you can do to improve.
Don’t worry, we can help!
#1 Local Outdoor Advertising & Branding
When it comes to Outdoor Advertising for your roofing business the first thing you must have is a great Brand. If you haven’t had a logo created for your company we would strongly recommend it, and we can help with that for as little as $49. Logo Design and Branding your business doesn’t have to be expensive. As for advertising outdoors there are many ways to get started once you have your logo and branding in place. Now, you can start branding your vehicles, placing signs in yards and throughout your community, and if you have the funding investing in billboards. Vehicles are a great start as they become an instant traveling billboard for your company at a very affordable price. It’s very important to make sure that everyone can see your company logo and details as you’re driving through town going from one job to another.
The same holds true for yard signs. Make sure that they look professional, clean, and well-maintained. Cable and Satellite Tv companies are a great example of doing this the right way. It doesn’t matter if its Comcast, Cox, Dish, or others you have most likely seen them driving around. It’s important to keep all your company details and colors consistent across every form of advertising you’re using, online or offline, indoor or outdoor. It helps to make people remember your brand and think of you first when they need your roofing service.
If you try doing a billboard we recommend the KISS strategy. Keep It Simple Silly. Be clear, concise, and include your logo as well as any other branding as long it isn’t cluttered looking or too much.
Branding is especially important because:
Branding’s main purpose is to raise profits.
Successful branding leads to customer loyalty, an improved image, increased trust, and a relatable identity.
Customer loyalty is 10 times as valuable as a single purchase.
59% of consumers buy new products from trusted brands.
The majority of B2B marketers made branding a top priority in their five-year plans.
70% of brand managers prioritize audience-building over direct sales.
Brands have spent over $200 million on logo design.
Certain colors used in logo, web, and product design can boost brand recognition.
38% of users avoid businesses with unattractive websites.
Companies with blogs get more leads per month.
Lets go over a good example to put this into perspective:
Netflix spent $1.8 Billion on branding in 2018 alone. (Source: MediaPost) Netflix has a lot of money to throw around obviously, but the big companies are successful because they understand the importance. During 2018, Netflix spent around $12 billion on content marketing, and $1.8 billion on branding and advertising (which was a budget increase of 65% compared to 2017),
#2 Stay Active in Partnerships & Your Community
The best way to get great advertising is right in your own backyard. Building quality partnerships, and staying active in your community as a business is a crucial part of building local authority and credibility with people. People will remember your company if you do volunteer work to give back to the community. Sponsoring events such as local football games can be a great way to get people to remember your logo and brand when they need to call a roofer as well. If you don’t want to give money away, you can always ‘donate’ some of your time and energy. People will appreciate it, and remember it.
#3 Word of Mouth - Referral Bonuses
For the longest time, word-of-mouth has been the most used and efficient form of advertising. The equivalent to that in the online world is social proof in the form of reviews, client testimonials, and referrals from other websites or users. In the traditional, outbound sense, word-of-mouth means that your satisfied customers are recommending your service to their social circle with great confidence in your work.
The most important thing when it comes to referrals is to ask for them. Yes, it all starts with a simple ask. Train your employees to ask customers for referrals after completing a service or doing a post-project follow up. You can add a sentence to your invoices along the lines of “If you loved our service, we’d really appreciate it if you send us a referral from your network.” You can also send a handwritten thank-you note for their business and use the occasion to ask for referrals as well.
Doing so is not as petty or desperate as some business owners may think. It’s a proactive approach that can do wonders if you give it a try. It’s also a smart way to get free roofing leads.
#4 Cold Calling and Door to Door Sells
With the rise of the digital age, we have gradually become worse at communicating face-to-face. So, when you as a business do it well, you will instantly stand out to current and prospective clients.
One of the most old-school approaches in personal selling is going door to door and promoting your business. However, homeowners likely won’t appreciate the intrusion, especially in times of social distancing. Instead, you can try door-to-door sales only in case there is visible roof damage to the person’s home. That way, your pitch might actually be appreciated by the homeowner.
Another great option is to leave a dangler with your business details on the doors of homes in an area you’ve recently started working or have just completed a roofing job. That way, if someone contacts you, it’s easy to show physical proof of your work in the neighborhood.
In addition to these methods, you can also dip your toes in cold calling. However, there are mixed views on whether that can work to generate leads or not. If you do decide to give it a try, it’s important to:
Have a list of specifically targeted people. Aim for leads with a similar customer profile, so you can easily customize your pitch to them.
Explain what’s in it for the client. In the end, that’s all they care for, especially when it’s you who’s contacting them and not the other way around.
Know what your goals are with the call. Is it to make a sale, to get their contact details, to send a followup email? Understand your goals before you pick up the phone. It will save you many headaches down the road.
#5 Print Advertising
The world of advertising was a lot different before the emergence of digital media. Before radio, television, and social media came into being, direct mail was the most results-oriented, measurable type of advertising.
Advertisers would send physical letters to people who fit the demographics of their ideal customers and include a specific call to action. Recipients had to phone a number, clip out a coupon, fill in a form, or return a postage-paid business response card to benefit from a limited-time offer or some other discount offered in the letter.
Direct mail is now more commonly referred to as direct response, so it includes other channels other than traditional mail. With more and more businesses relying on digital mails to get leads, a personal letter in the physical mailbox of a homeowner can really stand out from the crowd, especially if you’re based in a relatively small town. A simple postcard with your roofing company’s name and contact details can grab the attention of people in your area and highlight their interest in your service. You’ll never know unless you try it.
All other printed materials you use to advertise your business should also have a clear call to action. This is important so you can direct people to a particular action, and it’s easier for you to measure the results of each campaign.