Are you a professional roofer who’s looking to generate more sales? Like most businesses, you’ll need a consistent stream of customers to succeed. Thankfully, there are several different ways to promote your roofing business, some of which we’re going to discuss.
Offer a Referral Program
Setting up a referral program is another effective way for roofing companies and contractors to generate more sales. If a customer receives some type of incentive for referring your roofing services, he or she will feel more inclined to do so.
The satellite TV provider DirectTV has a referral program in place, rewarding customers $100 for every new customer they bring. Professional roofers can follow a similar approach, rewarding existing customers with cash, gift certificates, products, etc. for sending new customers their way. Just remember to follow through with your referral program, rewarding the promised cash or item to the appropriate customer.
Get on Social Media
Many roofers overlook social media, believing it offers no real value to their business. But you have to realize that 3 in 4 U.S. adults use social media; therefore, it’s safe to assume your target audience is using it as well. Thanks to social media networks like Facebook and Twitter, you can easily build your roofing company’s brand while engaging directly with prospective customers.
Don’t just pitch your roofing services using your Facebook profile. Instead, create a Facebook Page specifically for your company. Users can ‘like’ Facebook Pages, which is invaluable in generating prospective customers’ trust.
Here are some other tips to maximize your visibility on Facebook:
- Publish 1-2 pieces of content per day (don’t let your Page grow stagnant).
- Complete your profile, including your business’s name, address, phone number, history and other information.
- Include a call-to-action button on your Facebook Page by clicking the “Add Button” link. From here, you can choose from several different CTAs, including a “Call Now” button that’s particularly effective for local businesses such as roofing companies.
- Engage with your followers by asking questions and responding directly to their comments and inquiries.
- Upload before-and-after photos of roofing jobs.
Paid Search Marketing
In the past, homeowners would look in the phone book to find the name and phone number of a roofing company to repair their damaged roof. While phone books aren’t obsolete — not yet, at least — most homeowners today use the Internet for this purpose instead. It’s faster and more convenient to Google “roof repair company” as opposed to skimming through pages in a phone book.
Roofers can capitalize on this trend by promoting their services on search engines like Google, Bing and Yahoo. Google has a paid advertising service called AdWords that allows small business owners, including roofers, to promote their products and services along with their “organic” search listings. AdWords is a pay-per-click (PPC) advertising network, meaning you pay a small amount each time someone clicks your ad. If no one clicks your ad, you don’t pay. But given that Google processes some 100 billion searches each month, traffic shouldn’t be a problem.
Best of all, you can target specific keywords and specific regions with your AdWords ads. If you only provide roofing services for customers in Ohio, you can set up your ads so only users in Ohio see them, with target keywords like “roofing company,” “roof repair,” “residential roofing services,” “roof hail damage repair,” etc.
Furthermore, you can employ a local digital marketing agency to help with the heavy lifting as far as you rmarketing and advertising is concerned. Whether you’re starting from scratch or improving your existing marketing efforts, a digital marketing agency can help you get more out of the internet. Setup a website, drive leads, utilize social media – these are just a few of the solutions a good digital marketer can use to ensure your business is always at the forefront and ready to engage customers.
Go Lead Hunting After Severe Weather
This probably sounds like common sense to most seasoned roofers, but it’s still worth mentioning that homeowners and business owners are more likely to buy roofing services after severe weather. Hurricanes, tornadoes and hail storms cause millions of dollars worth in property damage each year. After the storm has passed, go around the affected area to see if any homes or businesses sustained roof damage. You can then leave your business card behind, asking the homeowner or business owner to contact you for a quote on the repair.
About the Author
Tim Sistrunk writes for Newman Roofing, a Columbus roofing contractor serving the residential roof repair and replacement needs of Central Ohio homeowners and real estate professionals since 1992. Tim also writes for Magnus Construction, another Central, Ohio roofing contractor specializing in commercial roofing solutions for over 10 years.