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Growth Strategies Lead Generation Marketing Promotion SEO

The Ultimate Guide for Commercial Roofing Marketing in 2020

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. 

Professional roofing Image

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.

Evoke Scarcity

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.

Referrals to Increase Roofing Sales

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.

Financing on roofing to Attract More Clients

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. 

Come Prepared

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.

Provide Amazing Roofing Experience

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 Roofing Review

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

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.

Be Real

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.

If you are hungering for a continuous flow of qualified leads, create a roofing website with powerful SEO strategies. Blackstorm Roofing Marketing is an excellent option to fuel your business growth to the next level. Please schedule a free strategy session online with our growth expert, who will help you develop a clear plan to boost your roofing sales today! 

 

Categories
Advertising AdWords Digital Marketing Lead Generation Roofing

PPC for Roofing Contractors: How to Make Most out of Your Paid Search Marketing Campaigns.

 

Improve the visibility of your roofing website, get new leads, and book more jobs with PPC ads. 

Google Ads (Adwords) is a crucial marketing medium available to roofers throughout the U.S, as long as it is appropriately utilized. On the flip side, it can be a waste of your marketing dollars if managed by a novice roofing marketer without prior experience in paid search marketing campaigns. Getting leads, converting clients, and attracting clicks is the ultimate goal of many roofing contractors online, and achieving any of these objectives needs marketing savvy, leave alone the three tactics stated above.

Pay per Click advertising is an integral part of a comprehensive internet marketing strategy that brings instant results. You can achieve various goals with PPC, and some of the main reasons why roofers need to use these ads are driving relevant traffic to your roofing website, improving visibility, increasing conversions, and getting new leads. In the long run, however, most roofers use such ads to grow their business online. While PPC is simple to execute, it requires some preparation and planning; fortunately, this post will show you how to make most of your roofing PPC campaigns.

How to Create a Successful Roofing PPC Campaign in 8 Simple Steps

Start by Optimizing Your Roofing Website

Before you launch any roofing PPC campaign, you must look back and craft a useful landing page that will resonate with your ad. Here is why it’s so crucial; when property owners’ click on your PPC ad, it is because your ad content intrigued them and they want to explore more. If the link they click directs them to a generic or unrelated page in your site, like your homepage, that prospect is likely to bounce and go to your competitors.

A click on a roofing PPC ad portrays a willingness to explore more about your ad, which explains why you need to create a landing page that coincides with the content in your ads. For example, if you are running a PPC ad providing free roof inspections to homeowners, then your landing pages should provide more details about the offer or something else that resonates with content in the advertisement.

Besides, you should optimize your landing page for performance because if property owners 

Click on the ad only to be directed to a page that loads slowly, or is hard to navigate, then they are likely to bounce back. Invest your time now to improve conversions so that property owners who will come later will be able to follow through. Here are a few tips that you can use to maximize your roofing website conversions:

    • Use compelling and clear calls to action

 

 

    • Write attention-grabbing and persuasive headlines

 

    • Write copy that’s straightforward and clear

 

    • Use images and videos strategically to retain the attention

 

    • Make information simple to digest by using stand-out quotations, bullet s, and visuals.

 

Research Your Roofing Keywords and Select Them Wisely

Keyword research is a crucial element of a successful roofing PPC campaign because it is the lifeline of the whole process. Without keywords, search engines like Google or Bing will not know when to display your roofing ads. Besides, selecting the appropriate keywords can guarantee the success of your roofing PPC campaigns and help you achieve a higher click-through rate, more traffic, and conversions.

Here are a few tips that will help you get the right keywords for your PPC campaign;

    • Examine the keywords your competitors are using

 

    • Consider what you would search if you were a property owner looking for roofing services or products

 

    • Use keyword research tools to refine your search for appropriate roofing key phrases

 

    • Be more specific with your keywords rather than generic or vague

 

    • Select local keywords when possible

 

Another crucial aspect of keyword research is negative keywords because these will exclude the keywords that you don’t want to use in your campaign. For example, you want to promote a roof repair service but don’t sell roofs, and then you would use tents as a negative keyword to exclude searches for that product.

Choose a Bidding Strategy

There are various bidding options that roofer can choose from, and picking the correct one will depend on several factors, including your PPC management experience, budget, and objectives. One of the first options you will have is to decide whether to use automated or manual bidding. If you are new to roofing PPC, it is advisable that you start with manual bidding as it allows setting a cap on the cost of each click. The major drawback of manual bidding is that it does not give you a chance to optimize your bids.

On the other hand, automated bidding reduces the time you spend managing your PPC campaign, but you will be required to pay more. When it comes to automated biding, you will have several bidding strategies available to help you make most out of your roofing PPC campaign.

On Google Adwords, such bidding strategies include:

    • Cost-Per-Click: Here, you will pay Google every time a prospect/ client clicks on your ad.

 

    • Cost per thousand viewable impressions (vCPM) bidding:  You pay Google each time your ad appears one thousand times to prospects/ clients.

 

    • Cost per Acquisition (CPA) bidding:  You will pay Google every time a prospect clicks on your ad, but the amount of money to be paid will be determined by the cost of acquiring a client in your niche or a similar conversion trend from your roofing website.

 

    • Cost-per-view:   You will pay Google each time your video ad is viewed or engaged in YouTube.

 

Necessarily, you can choose any of the above-discussed strategies depending on whether your goal is to increase traffic, visibility, or conversions.

Set Your Budget

Budget is a crucial part of any roofing PPC campaign, but the good thing with this type of advertising is that you can still work with a limited budget, and you can control the dollars you spend on the ad. In fact, if you are just starting out with PPC and don’t have enough marketing dollars to dish around, you can even get started with a minimum investment of $30. When setting your budget, it is crucial that you look at your competitors and the right roofing keywords that you want to target. Unless you have a huge marketing budget, you should always look for ways to optimize your campaign to prevent wastage spend.

Create Your Landing Pages 

Landing pages are crucial to the success of your roofing PPC campaign since they are the pages that provide answers or solutions to prospects /clients. While you might be tempted to link your ad with the homepage of your roofing website that will offer a poor user experience because it will not give users the exact answers they are looking for.

Instead, create landing pages around specific keywords to give in-depth details about your ad content.

When you answer a prospect’s question, you just don’t give them details; you prove to them that you are a reliable and smart source of information in the roofing industry. That implies they can trust you, and once they believe in you, they can quickly become clients.

Write a Killer Roofing Ad

Once you have crafted your landing page, decide on a bidding strategy and budget, and carefully select your roofing keywords, now, creating your killer ad is finally here. One of the crucial things to remember is to keep it brief and to the point since you do not have much room or time to grab the prospects.

Another vital thing is to have an end goal in mind and write an ad copy based on that goal. For example, if you want to increase sales during a storm or hail damage period, your ad should reflect a roof repair or installation storm damage sale. You need to be creative to grab the attention, pique property owner’s curiosity and hold their interest.

To help grab property owners’ attention, think of a unique value proposition that will make your ad stand out from others, and describe how your service or product will benefit them in one sentence. Now that you have created a killer ad make sure you encourage customers to take action after reading your ad.

Don’t Forget the Call to Action.

Now that you have grabbed the attention of prospects, you can motivate them to convert using a clear call to action. ”Call now,” “schedule a consultation,” and “register now” are persuasive examples of compelling, clear calls to action that tell prospects exactly what to do to become clients. While it may appear redundant to have a CTA on an ad, they assist in acquiring clicks and, by extension, customers.

Without a call to action, there is no reason for running the ad because it merely tells clients what to do next. The call to action should be sweet and brief, but it must also be concise, compelling, and clear.

Track Your Ads to Ensure Performance.

Once your roofing PPC campaign is set up, and you are working hard to improve conversions, your work does not end. This is when the real work begins, which includes monitoring your ads, measuring performance, and making tweaks as necessary to improve results. Part of the reasons why PPC is vital to the roofing marketing industry is because it is simple to track results. You can know the exact times your ad appears somewhere, the number of clicks, and who clicks on your ad. With all that data, you can make most of your roofing PPC campaign and improve other marketing tools.

Some of the most crucial metrics in roofing PPC are click-through rate, bounce rate, and impressions. Impressions refer to the number of times your ad has appeared in searches. The term “impression” refers to a prospect/ client viewing your ad.

Click-Through Rate (CTR) refers to the percentage of prospects who click on your ad after seeing it. So, if a prospect sees your ad but doesn’t click, it is just an impression. If your chance sees and clicks on your ad, then that goes towards increasing your CTR. Your goal should be to obtain a high CTR as possible.

Lastly, the bounce rate is the number of prospects who see and click on your ad but leave without doing anything on your site. Generally, a higher bounce rate of over 90% implies that people are not getting what they want from your roofing website, and you are offering a poor user experience. You need to go back to the drawing board and revise your PPC ads to lower the bounce rate and get more leads/ clients online.

 

BlackStorm Roofing Marketing Manages PPC Accounts Every Day

PPC can be overly daunting because it needs some knowledge of how the process works, research, and planning if you want to make most of your campaigns. The important things to remember include choosing a bidding strategy, setting a budget, and optimizing your landing pages. Then comes the laborious task of researching and selecting the right keywords.

At BlackStorm Roofing Marketing, we have a team of passionate PPC experts who continuously meet and surpass the expectations of our clients, and they want to offer the same for your roofing business! We stay abreast of the latest PPC news so that we can use the new trends and strategies to help your roofing business earn more money.

If you want to make most of your PPC campaign, work with a roofing marketing agency that understands your business and has a track record of helping roofers improve their PPC advertising campaign performance. When you partner with us, we will help your business get more booked jobs and leads through PPC as we have helped thousands of roofing contractors throughout the country.

From selecting the right keywords to the ad copy, competition analysis to customer interest, and many things are bound to change in the roofing market. That’s why you need to hire an agency that will stay abreast of these changes to succeed in PPC advertising.

If you need help growing your roofing business online with PPC strategies that work, then schedule a free strategy session with our growth experts today.

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Branding Business Roofing

The Importance of Branding in Your Roofing Marketing Campaigns

 

The roofing industry is a competitive field, and as such, your roofing marketing efforts must be impeccable to outshine your rivals to obtain the leads that you require. But with all the marketing and advertising options available, how do you brand your roofing company productively? In the modern world, internet marketing outshines all advertising channels in terms of reach and ROI. However, this does not imply that all your roofing marketing dollars should be utilized in the digital world. Professional roofing marketers know that a great advertising campaign contains multiple marketing messages and channels. This post will explain why you should not ignore branding in your roofing marketing. But first, let us explain the basics.

What is a Roofing Brand?

Before we dive into the features that drive a roofing brand, let us first know what a roofing brand is.

Your roofing brand is a message that guides consumer expectations and attitudes through its distinctive personality.

Your roofing brand consists of tangible elements that create authority and visual identity. This includes your color palette, logo, letterhead, marketing materials, company signage, and signage, amongst others.

“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” ((American Marketing Association)

Branding revolves around telling your roofing business story in a way that makes you stand from the competition.

Branding your roofing business can make booking jobs easier.

The tricky thing for most roofers is that many branding campaigns don’t have a good to measure ROI (Returns of Investment).

What is a Roofing Brand Identity?

A brand identity develops a face for your business. A brand identity is what roofers create before they launch a roofing brand. This is mostly overlooked when starting a roofing brand. Many roofers never had a brand identity launched because many roofing contractors don’t take time to establish one. Well, the good news is never too late to develop. Thus, putting a face on your roofing business is a continuous process.

Why Would Roofing Branding Make Booking Jobs Easier?

Ponder about this for a second.

Property owners are nowadays skeptical than ever.

There are thousands of roofing contractors in most cities. There are endless options for clients.

With a few taps on their phone, they can call and get a quote from any roofer they want. However, for many property owners, they don’t have endless options; they just want to hire a roofer who can solve their problem.

They are searching for a roofer who is honest, fair, and capable. Most of them have had bad experiences with the storm chasers.

You have to conquer the initial skepticism and terrible client experiences. The best method is to portray your expertise and engagingly do this.

Branding is about conveying your story.

It’s about showcasing your expertise.

It revolves around grabbing your prospects/clients’ attention.

What do you think clients will do when it comes to a company that’s a ghost vs. a branded roofing company?

The roofer who has more proof of expertise is going to win all the time.

When your roofing marketing messages catch their attention, offer proof of your expertise, and conveys your story, that’s when you will begin to dominate the roofing landscape in your area.

How Roofing Contractors can Brand their Business

 Video Testimonials

In your roofing business, you are always searching for ways of improving your brand awareness and reputation. Perhaps you invest more money and time into various marketing campaigns in the hope of acquiring new clients and drive more conversions.

However, there is no advertising strategy that is as powerful as word of mouth. You can take your roofing business ahead of the competition if you can leverage the power of video testimonials. Videos testimonials are the most powerful tools for improving your roofing brand.

A well-designed Roofing Website

Your roofing business needs a well-designed website to generate leads online, promote goodwill among clients, and deliver strong brand messages. Property owners use the web in large numbers every day. Even if you are a small roofer, the odds are that property owners have used the internet to search for your website. The primary purpose of a roofing website design is to engage prospects and convert them into clients. So, you need to hire a reputable roofing marketing agency to create a stunning website that will help to improve your brand.

Positive Online Reviews

A considerable percentage of property owners turn to online reviews before making their purchasing decision. In fact, word of mouth referrals are the best type of advertisement, and in the modern world, they are generally in the form of positive reviews. The rise of their importance represents a fantastic opportunity to promote your roofing brand successfully. Therefore, you need to partner with a credible roofing agency to manage your roofing brand reputation.

Sponsorships

Launching a new roofing business is a milestone that is worth celebrating. However, keeping that business afloat after you open for operation is a wholly unique game. There is an ample opportunity to get referrals and leads through sponsorships. A sponsorship partnership does not have to be based on monetary exchange. It can be casual. If you recommend other roofing partners for jobs that you don’t specialize in, you are likely to receive the same treatment. Working with other contractors in the roofing industry is an easy way to increase sales and improve your roofing brand awareness.

Uniforms

How your business van and employees appear in public is exceptionally essential. Your employees cannot storm a client’s home with a rusty truck with no contact details or logo. Neither can they stand in front of customers wearing tattered jeans or shaggy trousers.

Your employee’s appearance indicates the level of respect they have for your clients and showing up when they are dressed like the above shows disrespect. The roofing business is categorized under the service industry, and employees in the service businesses must appear professional at all times.

A professional appearance does not imply that they will come to work with suits every day. A proper uniform with your business logo embedded on it will improve your roofing brand awareness among prospects/ clients.

If you invest in the things discussed above, you are going to have a reliable roofing brand.

What Are the Major Advantages of a Strong Roofing Brand?

  • A reliable roofing brand helps to build customer recognition
  • It skyrockets the results of your digital marketing campaigns
  • A strong roofing brand makes booking of new jobs easier
  • It will help you to obtain more roofing referrals.
  • It increases credibility and ease of purchase.
  • A strong roofing brand differentiates you in the market.

Create Your Roofing Brand Today

Over the years, we have interacted with many roofers across the globe.

The roofing company that invests in branding gets excellent results out of their internet marketing campaigns.

Those with positive online reviews, video testimonials, and well-designed, mobile-friendly roofing websites always achieve good results than those who don’t.

If you know that branding will help your roofing business acquire more leads, why don’t you invest in getting a strong roofing brand? Schedule a free strategy session with our experts to know how to create a strong roofing brand today!

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