There are a lot of ways to get clients for your roofing business. Unfortunately most Home improvement contractors stick with old-school techniques only.
Going Door to Door works, but modern marketing strategies can be insanely powerful, so don’t let your competitors gobble up all the business! Let’s get you more clients for your roofing business!
1. You could be getting more Referrals
Referrals are awesome. If you want more referrals then you need to make sure every client is happy with your services, and then ask every client for a referral.
Use a review management tool to save time and make this as easy and painless as possible. A tool can help you Setup an automated “off-boarding” process to gather feedback, reviews & referrals.
You’re done servicing the client (for now) so you enter them into your tool and it takes the client through an automated system that asks them for a review on Google or Yelp or wherever.
You determine what the message says, how often to re-send, follow up messages, etc… This way you’re not trying to remember who to haggle for a review or referral. it’s all done automatically.
See it being used on me when I got scuba certified in Hawaii: (5 requests for a review over the course of 8 days and I finally reviewed them!)
Once you got the review…. Send a follow up asking for a referral! There’s too many tools out there that do this. Here’s my personal favorites:
If you’re dedicated to getting more referrals for your business, then Grade.us is the way to go. Unfortunately they’re tailored more for agencies, so if you want the best pricing you’ll have to work with an agency that uses Grade.us for their clients. Otherwise, check out the option below.
2. Meet other local businesses
Rotary Clubs are like the Rolls Royce of networking. It’s less focused on selling your stuff and more focused on community service, and that tends to attract people who are already successful and well connected instead of people desperate to sell you stuff.
You usually have to apply or get invited, and there’s a minimum # of meetings you have to attend per year, but if you’re committed the investment can pay for itself many times over. Helping out your community is a nice benefit too. Do a google search for “Rotary Club (your city)”, and attend a luncheon to learn how to get started.
Chamber of Commerce
Your local city or county “Chamber of Commerce” is another opportunity to shake hands with local business owners. It’s another system with reasonable annual fees so it attracts people who can afford to be involved.
They typically host monthly “After hours”, “Breakfasts”, “Luncheons”, and ribbon cutting parties for new members. You’ll meet local entrepreneurs, city council, and potentially even people running for senate. Do a Google search for “(Your City) Chamber of Commerce” to check out the different options.
LeTipp, BNI, Etc.
BNI, Letipp, and some other groups have a weekly “get together for lunch” event where you pass referrals around. The draw of these groups is that there is only ONE person per category. There would only be one web designer, one law firm, one flower shop, one insurance agent, etc. So you’d have a team of people who are referring you business.
Some groups have silly rules like putting a dollar in the jar for missing a week or not having a referral to pass out, so it’s not my favorite networking type, but it’s “another arrow in the quiver” and works great for some people. Do a Google search for “Letipp/BNI (your city)” or ask around at other local events and someone’s guaranteed to be involved in a similar group.
Meetup & EventBrite
Meetup.com is a site dedicated to getting people together with shared interests. So if you love hiking or scuba diving or whatever, there’s a local meetup for you. Check out your local “business owners” or “entrepreneurs” meetup. Or maybe there’s a demographic you’d like to appeal to like a “realtors” meetup.
You just have to check out what kind of meetups are available in your city on Meetup.com.
I usually end up on EventBrite by accident. If you do a google search for “Networking events in (your city)” you’ll probably get a list of events hosted on Eventbrite or something similar. This is where you’ll get all the smaller lesser known events that people in your area attend. You can either go directly to EventBrite, or try different Google searches. Here’s a couple searches that work for me:
“Business mixer near me”
“Local networking events”
“Meet and greet in (your city)”
“Networking events in (your city)”
also, some of the best networking events are poorly advertised. Ask around at other groups what events people go to. They’re all over the place you just have to dig to find them.
Other Tips for Networking events
– Aim to help, not to sell.
– Grab coffee with people you meet to find ways to help them or refer people to them.
– Get involved. Rotary club is my favorite because they come together to accomplish a common goal for the community, and do a lot of business in the process.
– Be in it for the long haul. People that do these events work with people they really know, like and trust, and that takes time to develop.
Retargeting can be used together with most methods in this
article. Get your prospect interacting with you in some way and you’ll be able to reach out to them in the future. Less than 2% of people who see your advertising will need your services when they see your ad. Use retargeting to keep in touch with them over time, so when they are ready to buy they’ll buy from you.
How Retargeting Works
When someone lands on your website or clicks a Facebook ad you’ll be able to track that interaction with either a “Facebook Pixel” or Google’s re-marketing tag. Because they’ve interacted with you then your ads will show up when they visit other websites in Google or Facebook’s network of millions of websites.
So instead of never seeing people again after they’ve left your site, you’ll be able to remind them that you exist multiple times and send out different offers to them. Retargeting works because most people need to see you multiple times before they’re ready to buy.
Get More Roofing Clients
Start using the web to get more home improvement & roofing contracts. We only work with Home Improvement businesses.
4. Direct Mail
Direct mail is anything that gets sent in the mail. In a world of spam email, physical letters, postcards, and door hangers can be some of the best investments you can make in your business. It is a bit more expensive to get started, so we want to make sure you do it right the first time.
There are dozens of companies to choose from. Whether you use Cactusmailing, amazingmail, or something else is up to you. The most important thing is to track your results so you know how much new business has been brought in through your direct mail efforts. Here’s a couple ways to track your results:
Use a dedicated Phone # or setup call tracking
Call tracking is great because you can create a special phone number for each campaign so you can see how many calls each campaign generated, and which people became clients from which campaigns.
There’s a lot of great tools for call tracking. PhoneWagon gives you a handful of phone numbers and provides powerful analytics tools that make analyzing your marketing efforts easy.
If you’re not ready to pay for call tracking, then you can hack together some basic call tracking with a free Google voice number, but you won’t get nearly as much detail, and it takes quite a bit more time to setup.
Use a landing page on your website
When using direct mail, make sure you provide a special page on your website for people to visit to claim an offer. By doing this you’ll be able to track how many people were interested in your direct mail offer and how many new clients you acquired from the campaign.
Also remember only 2% of prospects are ready to buy when they see an advertisement, and most prospects need to see an ad multiple times before purchasing. By directing people to a page on your website you can create special retargeting campaigns just for them and increase the chances of making a sale.
5. PPC (Social Media & Search Ads)
PPC is where you pay search engines or social media to have your ad placed in front of their users. You’ll show up when you pay, and your ads get taken down when you stop paying. Here’s a couple examples of what they look like:
Search Ads show up when people use a search engine like Google or Bing.
Facebook and other social media ads show up in the timelines or walls of your potential buyers. Here’s an example off my Facebook feed:
Benefits of PPC
– Scalable (150% return on $100 will be about 150% return on $1,000)
– Immediate Results/Feedback.
– Guaranteed to get in front of your audience immediately
– High buyer intent on search ads (People are ready to buy)
Challenges of PPC
– You must know your numbers (Closing rate, Max cost to acquire a new client, Lifetime value of a client, etc.)
– you’ll probably lose money at first. It takes time to get your ad copy, design, and audience just right.
– When you stop paying you’ll stop being seen
How PPC Works
There are many types of paid ads on Google, Facebook, retargeting, etc. The first step is to figure out the most you can pay to get a profitable client. If you can pay $800 to get a profitable client, then we need to get your ads to produce a new client for less than the max cost ($800). The cheaper the costs and the more clients you can get the better.
First the ad shows up. Some setups you pay only when people click on your ad, which is known as Cost Per Click.
After people click, you want them to be interested enough to fill out the form or call you. The percentage of people who click on the ad and actually fill out the form or call is the “conversion rate”. The people who convert become “leads” or potential customers.
Then your ability to build a relationship and close the sale comes into play. The percentage of leads who become customers is called your “closing rate”. If 3 out of 10 leads become clients, that is a 30% closing rate.
Here’s an example of what a Google ad could look like for you financially:
Your example max cost per client to be profitable: $500
Example Cost Per Click : $7
Example Conversion Rate: 3%
$7 cost per click divided by 3% conversion rate = a cost per lead of $233
So if it costs you $233 for every lead, and you have a closing rate of 30%, then 3 out of 10 leads become a client.
With those numbers you get the following formula:
$233 per lead / 30% closing = $777 to acquire a new customer.
So with this specific ad every $777 you give to the advertiser platform (Google, Bing, Facebook, etc.) you get a new customer on average.
Since this is not profitable we need to improve your numbers (even if it was profitable we’d want to improve).
You can try to improve anything related to your ad to make your ads more profitable. All you need to know is the formula, and then have a target goal. The formula is this:
Cost Per Click (CPC) / Conversion Rate => Cost Per Lead
Cost Per Lead / Closing Rate => Cost Per client.
Now we can just “plug in” different numbers to see what kind of profit you can expect to see. Here’s a couple examples:
—- Example one —-
$7 Cost Per Click / 3% conversion rate => $233 Cost Per Lead
$233 Cost Per Lead / Closing Rate 10% => $2,333 cost per client
—– Example two —-
$7 CPC / 3% conversion rate => $233 CPL
$233 CPL / Closing Rate 30% => $777 cost per customer
—- Example three —-
$7 CPC / 5% conversion rate => $140 CPL
$140 CPL / Closing Rate 30% => $466 cost per customer
—- Example four —-
$7 CPC / 10% conversion rate => $70 CPL
$70 CPL / Closing Rate 30% => $233 cost per customer
Once you’re making a profit we can start putting more money into ads and get a consistent profit for every dollar you spend. this is why the most successful roofing companies are spending $40,000 a month or more on advertising!
6. SEO (Get to page one of Google)
SEO, or “Search Engine Optimization” is optimizing your website to show up when people search for your services on search engines like Google or Bing. If someone types in “Roofers in Seattle” then you want your website to show up before your competitors. There are hundreds, maybe even thousands of people searching for your services in your city each month, and there are dozens and dozens of variations of things people will type in on Google to try and find you.
You want to show up for as many relevant searches as possible so people who need your services can find you. Referrals are great, but not everyone knows a good roofer, so they’ll turn to Google.
Benefits of SEO
– You’re not paying for your position. You earn it by creating great content that people are searching for and by optimizing your website.
– Until someone comes along with a better and more optimized website, you’ll stay safely at the top of the search engines for all your potential customers to find you.
– Multiple opportunities to get in front of your audience. Google My Business, articles, directory listings, and many search variations
– ~50% of clicks go to the “organic listings” (the place you rank with seo)
– ~46% of clicks go to the Google Maps positions which is also boosted by SEO
Challenges of SEO
– It can take weeks or even months to start ranking
– No guarantee you’ll rank at all. Google’s algorithms decide who ultimately ranks.
– Too many variations of searches. Very difficult to rank for all of them or even most.
– Buyer intent varies. Lots of people are just looking for information and may not be ready to buy.
– It takes time! You have to be patient, monitor progress and make adjustments to have any chance of ranking.
– Just because you show up on the first page doesn’t mean people will buy. You may be ranking for low-quality keywords or the design is ugly, or many other reasons could prevent someone from purchasing.
Bonus: Educate Your Prospects and Have a Good Website
Having a quality website can improve ALL of your existing marketing efforts. If someone asks you a question about the best types of roofing materials in your area then you can point them to an article on your website that teaches them about that topic. This helps you build a relationship and trust with people who are doing their research.
When they’re ready to buy they’ll be much more likely to buy from you because you answered their questions and helped them. Your website should be a library of resources & content about your industry that establish you as a thought leader and expert on your business. This content can help you build relationships with your prospects regardless of how you find them.
Getting new business is hard, and learning to use a new marketing tactic takes time. I hope this article helps you understand how and why modern marketing can help you grow your roofing business. If you’d like to start getting more clients then check out our tutorials or reach out to us to apply for a consultation. We’re dedicated to our clients success, and we only work with ONE roofing company per region. Let us help you before your spot gets booked up.