A steady flow of roofing leads is the holy grail for roofing contractors. But for one Philadelphia-based metal roof covering installer, their prospect flow was anything but steady. They found themselves knocking on doors, handing out leaflets, and doing pretty much anything they could to try and win new business.
And even though it worked to some degree, it just wasn’t scalable. That’s when they decided enough was enough, and began looking for outside marketing support. As a contractor marketing agency that specializes in prospect generation for home improvement businesses, we were in a perfect position to help. If you’re a roofing contractor, are in charge of marketing for a roofing company, or just want to know how to get more roofing leads, then you’re going to want to keep reading. One of the biggest challenges for any roofing business is generating qualified RoofingHomeLeads. In fact, it’s a constant battle of testing and throwing things against the wall to see what works.
The roofing space, like other trades, is unique, in that their biggest challenge is not sales and marketing but the lack of skilled labor. However, generating qualified leads is the engine that drives new business. In this article, I am going to share 17 ways to generate commercial and residential leads for your roofing business.
A prospect is defined as follows: “A sales prospect is a prospective consumer of a product or service, created when an individual or business shows interest and provides contact information. Businesses gain access to sales leads through promotion, trade shows, direct mailings and other marketing efforts.” Generating qualified leads is the backbone of most businesses. There are a lot of different ways for a roofing business to generate leads.
The techniques have changed over the years, and options that were once effective don’t have the same impact as they once used to have. As a business owner, it’s your job to keep up with the latest tactics and strategies in prospect generation. If you don’t have the time then you should hire someone that does.
Types Of Qualified Prospects – There are two types of leads. Business to Business leads (B2B) and Business to Consumer (B2C). Generally speaking, B2B leads are going to be more expensive than B2C leads. Residential prospects are much less sophisticated than commercial roofing prospects. Think about it, how many times does a homeowner deal with roof covering repairs? Not much. When you that compare to manufacturing and industrial types of businesses, that deal lots of different types of bids, the buyer is much more sophisticated. You also have to take into account the length of the sales cycle in residential vs. commercial.
Ways To Generate Qualified Prospects For Your Roofing Business.
Canvassing – Canvassing is old school but it still works. There is nothing like a face-to-face meeting. The most effective time to canvass is right after a storm. Here are some tips that will help you canvass. Be prepared for anything, set clear objectives: Appointment, contact information, or sale, have a proven script ready and follow up.
Mail- Another old school method that is still effective. Over the last decade, our mailboxes have actually gotten less flooded. The average American now only receives 16 pieces of mail per week. Compared to our email inboxes your message will be much more likely to be read. Like any other channel, you must have the fundamentals in place before starting your campaign.
Local SEO – Despite all the hype of people saying SEO is dead, SEO is more relevant than ever. It’s a great way to provide valuable content to your prospects and generate leads for your business. There are three sides to SEO. Technical SEO, which deals with your website and the relevant keywords, and content marketing, and backlinking. For local seo service there a lot of factors that will help you get ranked. Take a look at this study compiled by MOZ. You don’t have to remember all these factors. It’s important to keep it simple and just start with the most important aspects. Google My Business will account for 80% of your ranking.
Pay Per Click Marketing (PPC) AKA Search Engine Marketing (SEM) – Here are some pay per click promotion stats that will blow you away: Businesses make an average of $2 in income for every $1 they spend in AdWords; On average, 41% of clicks go to the top 3 paid ads on the search results page.; 85% of people use the internet to find local businesses; PPC visitors are 50% more likely to purchase something than organic visitors. Even with the rising costs, pay per click promotion is one of the most effective and fastest ways to start generating leads for your business. You can start seeing leads within a week if you set up your campaign correctly. In the roofing space, you can generate both residential and commercial leads for your business using pay per click promotion. Adwords will consist of the majority of your pay-per-click efforts but you should not ignore Bing Ads.
Facebook Advertising – For many businesses, Facebook Advertising is a godsend. For roofers, it can work well but you have to have the right strategy in place to make an impact in your business. Facebook Ads work well as a supplement to your other online prospect generation channels. You can retarget you all of your pay per click promotion visitors with an ad on Facebook. For example, if someone visits your landing page using AdWords you can target them on Facebook in case they forgot to submit their contact information. You can also Retarget all your organic visitors from your website.
Strategic Alliances – Lowe’s, Home Depot etc. – A lot of roofers have created partnerships with the dominant suppliers in their market. Suppliers like Lowe’s and Home Depot have brand recognition that a lot of small roofing businesses have trouble competing with. If you can’t beat them join them! There a lot of roofing contractors that have formed partnerships with these companies and used them to serve their clients. I don’t know what the terms are but if you can get a steady stream of leads using these partnerships than this will be great for your business.
Content Marketing is a great way to build authority and credibility in your area. If you provide relevant, useful, and in-depth content you can generate a ton of leads. A consistent content marketing strategy will eventually start generating lots of organic traffic to your web properties. This is a great way to get people to know, like, and trust you.
Email Marketing – Every prospect generation channel should supplement their marketing efforts with an email marketing campaign. Despite being around for close to 20 years, email marketing continues to be the most effective online marketing channel. For every $1 spent there is $40 return on investment. It’s amazing how many roofing businesses don’t have an email marketing campaign set up. You should follow-up with ever single prospect. Companies that use email to nurture leads generate 50% more sales ready leads and at a 33% lower cost.
Trade Exhibitions – As a roofing company, there are a ton of benefits to attending trade shows. I wrote about this last year: You can sleuth the competition, create new business partnerships, create company awareness, and generate leads that convert to more sales. There are two main things to keep in mind when attending trade shows. First, you have to give value first. Make sure that anybody that stops by your booth gets a freebie that attendees will find valuable. You can provide educational content in the form, coupons, giveaways, run contests. etc.. The second thing you should do is to properly follow-up. Most sales are made in the follow-up. Over 80% leads generated from trade shows are never followed-up. If the average company spends $15,000 to attend a trade show why would you not maximize your opportunities? It’s very important that you have a systematic way to follow-up with all the leads that you generate from the trade show.
Business To Business Telemarketing – Telesales was once a very effective channel to generate leads. It still works but people have lots of tools that block unwanted calls. There are a lot of telemarketing companies that will generate storm leads for you. They can call people and set up appointments for you.