Increased investment in housing and commercial buildings has sparked the growth of the roofing industry over the last five years. With $41 billion in revenue generated by the roofing industry in the US, it’s important that small firms are able to keep up with their larger competitors. We asked experts for recommendations on how to maintain market share through solid lead generation strategies.
Here are the top 26 roofing lead generation ideas from the pros.
1. Invest in Word of Mouth Strategy
Nick Cohen Yahoodain, CEO, Advanced Builders and Contractors
I would say the best lead generation strategy is still word of mouth and having a direct contact is a big plus. Every single time I’ve ever gone to a lead of that nature, it’s almost a sold-out job because the person that I’m going to visit already has an idea of what I’m capable of and how much I charge. Word of mouth automatically means that the person you’re going to visit has most likely seen the project that you have already completed and that they are talking to a happy client whose home you have already performed a project for. They see what they like and they hear what they like, so most of the time you have the best chance of booking the project even before you reach your prospect’s home, as long as your quote is right along with your competitor’s.
2. Create Content that Guides Users Along the Sales Cycle
Chris Gregory, Founder and Managing Partner, DAGMAR Marketing
Create long-form content that takes site visitors along the buyer’s journey in one coherent, informative piece; these rank especially well in Google. If you’re a roofing contractor, you could include information about the types of roofing materials available today, along with information about what to choose for the weather conditions a prospect would likely experience. What colors are most popular in 2018? Include FAQs in your long-form piece, along with how-to videos and more. To keep reeling in the prospects, also include quotes from experts in your company, testimonials from satisfied customers, case studies, pictures of stunning roofs you’ve just installed and more to generate leads.
3. Offer Professional Damage Inspection Before Severe Weather Season
Jim Kittridge, Founder and CEO, Mission Restorations
Roofing repairs are most intense during hurricane season and stormy weather; and at Mission Restorations, we know about bad weather well in advance. That’s why as news for a hefty hurricane or severe wind activity first surfaces, we run a massive lead generation campaign aimed at homeowners willing to book a professional damage inspection before the storm has even hit. The inspection itself is free during the first round of the campaign, but as time runs out and weather worsens, we gradually built up a sense of scarcity, slowly raising the fee from $0 to “only $5” up to “limited availability for $50” in the last two days prior to the weather getting really bad. Besides the free assessment of storm damage, an up-sale of related services was promoted at a different discount rate, depending on the services up-selled.
Part of our post-storm restoration service is the usage of board-up and temporary roofing systems which is something people simply want to bear in mind, as weather forecasting raises the level of panic throughout the area. By generating a solid database of potential prospects, we gathered a few hundred in leads and contacts for us to later on retarget. Although the pre-hurricane campaigns are the most resultative, this technique of offering a piece of mind to homeowners in the face of risk and wind damage has proven as one of our best marketing methods.
4. Conduct a Door-to-Door Campaign
James Frazer, Manager, Bespokeguttering.co.uk
Never underestimate the power of ‘door-to-door’ enquiries. It may be deemed by some as ‘old fashioned’ particularly with the rise of digital marketing; however, the homeowner seeing you directly, well presented, notifying them of what you do and leaving them your direct contact details, can generate leads in minutes. One street alone could be over 100 houses (potential customers). The additional benefit of this method means you can visually see their roof from the ground level, so you could even prioritize your door knocking to those that are in clear need of roof maintenance.
5. Maximize ROI with Pay-Per-Click (PPC) Advertising
Nate Masterson, Marketing Manager, Maple Holistics
The idea behind PPC is that you pay for traffic through a certain link. The idea behind this is that traffic leads to revenue. This sort of advertising leads to far greater success as those participating in PPC campaigns tend to surpass their competitors. PPC is also a good investment — on average, revenue is $2 for every dollar you spend. This is especially relevant considering that 85% of internet use is in search of local services.
6. Use Ahrefs to Identify Niche Keywords
JC Matthews, Co-Founder, Simply Insurance
The best way for a roofing contractor to generate leads will be from creating niche specific posts that answers the most important questions for the customers they are looking to service. Any niche specific topics should first be based on keywords with search volume of at the least 100 searches per month and a keyword difficulty of 15 or less. I did some quick research that any roofing contractor could do, by using a website by the name of Ahrefs. It will tell you the keyword difficulty and the volume of a specific keyword.
Below are three keywords I found based on Difficulty to Rank, Search Volume, and Niche Relevance:
Topic: Best Roofing Contractors Near Me In (Name of City or State)
- Keyword: roofing contractors near me
- Search Volume: 3,600
- Difficulty: 10 (Low)
Topic: 20 Questions To Ask A Roofer Before You Hire Them
- Keyword: questions to ask a roofer
- Search Volume: 200
- Difficulty: 3 (very Low)
Topic: Best (Name Of City) Roofing ex: Why We Are The Best Atlanta Roofing Company
- Keyword: (city name roofing) example (atlanta roofing)
- Search Volume: Will Vary
- Difficulty: Will Vary
Things work a little different when focusing on local keywords, however, you can always add your city to the end of any of these posts to make it a local post. It’s going to be very easy to come up with topics to write about once you drill down your Niche. If they release four to five of these posts per month, their leads will start generating at a fast pace.
7. Create a Custom Landing Page to Collect Visitor Information
Stefanie Rosenfield, Owner, Cleveland Marketing King
Create a custom landing page that will drive prospects to your site via Google PPC. Make sure there are several different variations of the landing page so you can run A vs. B testing to determine the winner. Also, make sure you have phone call tracking in place along with conversion tracking so you can monitor the cost per lead. This campaign has worked very well for our roofing clients.
8. Claim Your Business in Google My Business Listing
Robin Waite, Business Coach, Author and Speaker, Robin Waite Limited
Too many small business owners spend their time optimising their own websites and messing around with social media. The obvious answer is right in front of us all, and we ignore it. The answer is a well optimised Google My Business Listing. Around 80% traffic moves through Google’s search engine now before it gets to a small business website. Especially when it comes to Local Search i.e. “Roofing Contractor Gloucestershire.” Therefore, it makes sense to have a well optimised Google My Business Listing so you appear front and centre on local search.
My top tips for optimising a Google My Business Listing are as follows:
- Verify your address
- Ensure you have added links for your website and telephone number
- Make sure that the Google Street View image also customised so it represents the business well
- To complete the customer journey, I would also encourage all roofing contractors to collect Reviews on their Google My Business listing as well, as this will add to their credibility. This can be automated so that once a job is complete an email is automatically sent out to the customer inviting them to leave a review on Google.
9. Join a Property and Construction Network
Marcos Clowes, FCILT Chairman,The Property and Construction Network
My network in particular has generated millions of pounds worth of leads for the roofing contractors within it.The way it works is to bring together companies and individuals from the property and construction industry, help them create relationships with each other and then to pass leads to each other.
10. Send Postcards to Your Mailing List
Joy Gendusa, Founder & CEO, PostcardMania
Roofing contractors can generate a flood of qualified leads using postcards. Buy a mailing list targeting people who mirror your current ideal clients. For example, this might be homeowners in certain zip codes with incomes of $150,000+. Use a special offer that entices prospects to contact you (such as, a free storm damage estimate or a discount per square foot). The key to a successful postcard marketing campaign comes down to consistently mailing month after month so that your prospects remember your business (versus your competition) as the number one option to call for their roofing needs. In fact, you could generate up to $280,000 in new jobs like one of my clients did!
11. Add Service Pages to Your Blog
Samantha Avneri, Marketing Director, Regpack Online Registration Software
Having a blog is the best way to up your SEO and ensure you are found by locals who are looking for your business and services. It definitely helps to have several services pages on your website instead of one general – not just “Roofing Contractor” but all the smaller services you provide as well. Examples would include “New Roof Installation”, “Roof Repair”, etc. But you have a limit to how many services pages you can have, which is where a blog comes in. A blog allows you to target specific and long tail keywords easily.
Create blogs with titles that are common questions new clients or potential clients ask. “How much does a new roof cost?”, “What are the most affordable roofing materials?”, etc. You can also focus on “how to” posts, as you might have people wanting to learn how to repair something themselves, and come across your blog post. End each blog post with a distinct CTA.
12. Post Paid Ads on Facebook
Karen Sahetya, Founder, Brand Central Marketing
Most of us as consumers go through a process to make a purchase, whether we’re fully aware of that process or not. It’s important that as a business you setup that same kind of process for your customers to support your potential customers through a process that ends with them buying from you. The first step is to get in front of them and the best way we’ve found to do that is paid ads on Facebook because that’s where people are already spending their time. Provide them value right from the start, maybe by giving them the best tips on how to find the right roofing contractor, or how to know if it’s time to replace their roof.
Once they’ve shown interest in your ad, you want there to be an easy process for them to request quote and you want to nurture them with ongoing communication through any touchpoint relevant for your audience. These days that’s a combination of email, text, and more targeted social media ads to stay top of mind for them and to keep giving them opportunities to work with you.
13. Be an Active Participant at Local Events
Corinne Jenni, DBA, President and CEO, Strategati LLC
Roofing contractors could take advantage of local events such as street fairs, summer concerts, summer movie nights, and farmers markets. Rather than focusing on closing the sale, they should focus on informing and educating people. Provide content, answer questions, display different options, etc. At the same time, offer raffle tickets and have the benefits go to a local non-profit. Another idea is to collaborate with the local animal shelter, or other non-profit organization. Allow them to sell small items to the public (attracting people to your table) and match every item sold with a dollar amount you will donate to that non-profit. That can be a great corporate social responsibility strategy and people will remember that your business supports local causes and is interested in the community as well as on the bottom-line.
14. Offer Monthly Payment Options
Corey K Brown, Content Marketing Manager, Greensky Credit
I suggest using a strong offer to drive in leads like “As low as $X per month.” The best roofers understand the power payment options have in driving in new leads. When people are looking for a new roof, it is very likely that they are not prepared to pay with one big check. Payment options allow customers to pay for their roof over time. Lead generation using payment options works in both digital and traditional marketing. Having a financing page on your website that shows your payment options will help drive digital leads through your funnel. Also, sending out a direct mailer with payment options like “As low as $X per month” will get potential customers calling you. If you are a roofing contractor looking for a competitive advantage that gets you leads, start offering and promoting payment options.
15. Optimize Video Marketing Content for Action-Based Keywords
“Cowboy” Keith Jenkins, Marketing Master, Cowboy Keith’s Internet Marketing Machine Inc.
Seek out keywords that are “action” keywords. Keywords that when searched for, are obvious “urgency” for the searcher. Things like “emergency roofing repair (CITY)” where city is the city the roofer is searching in. Or “best (CITY) emergency roofing repair,” etc. Then create a video with phone number to the business embedded in the video. Upload that video to YouTube, using the keywords (above) in the description along with a phone number so when someone searches “emergency roof repair in (CITY)”, that video will come up, and that consumer will call. This is a fantastic strategy but does require a little bit of keyword research and someone to make a quick video.
16. Time Your Facebook Ads to Specific Events
Lizz Venanzi, Online Marketing Manager, Sparqdesigns
My best advice for roofing contractors to use a limited ad spend with the highest lead acquisition is to use Facebook advertisements only during and after a natural disaster/cultural/ weather-related situations. If you strategically place your advertisements in areas affected by, for example, bad weather during that time period, you are more likely to catch their attention. This is similar to playing off of current trends, you are just staying aware to where your clients will be in need of you and being there for them. Consider using a lead generation objective advertisement in Facebook and offer them something like a free quote or consultation. Make sure the copy of the advertisement is pinpointing the most recent seasonal change so that they can relate quicker. Using a lead generation advertisement also allows you to only pay for the leads that come through, rather than the impressions and reach.
17. Write and Offer Free eBooks to Prospective Clients
Kevin Tash, President/CEO, Tack Media
To be a leader in the industry, you have to have a strong content strategy, salesy methods are out of the picture and now the inbound informational method is the way to go for roofing. One way to generate leads using this strategy is to create free ebooks and offer them through social media and on your website. These ebooks that are free can have strong calls to actions and a phone number which will ultimately result in a sale. Then as they enter emails in the website, we can start an email nurture campaign for them.
18. Add Location Pages on Your Website for Smaller Service Areas
Mike Terry, Lead SEO Specialist, NAV43
If the roofer’s main city is somewhere like Mesa, AZ they may be willing to service the nearby areas like Apache Junction, Gilbert, Gold Canyon, etc. Even within Mesa there is also several neighborhood and community names that users might search for roofers in. These smaller population areas typically have less SEO competition and even though the roofer is located elsewhere they can still easily service those areas and ranking organically on Google will drive some nice leads for surrounding areas.
19. Set Up a Cloud CRM Tool to Track Your Lead Generation Process
Cem Uçan, Marketing Manager, TeamGram
Lead generation is an essential part of the lead management process. Once you have a lead, it’s important to qualify it, nurture it, and eventually start negotiations to close a deal. A cloud-CRM solution would not only help roof contractors to gather all lead sources under one roof, but it would also provide management of the whole lead generation process. Leads from their website, referrals, digital advertising sources can be consolidated in a CRM that would help roof contractors to manage their potential and existing customers relationship (some unique features like having the ability to create separate unique leads via emails sent to specific inboxes create great flexibility. Users don’t get into the trouble of using different applications etc.). Cloud-CRMs with their intuitive features and mobile apps, contribute a lot to roof contractors businesses.
20. Reconnect with Contacts in Your Database
Tom Reber, Founder, The Contractor Fight
Roofers, like all home improvement contractors, are constantly on the lookout for new leads for their business. The most overlooked source of leads is their own database. There are two types of people in your database: past clients and those who never hired you. For your past clients, consider calling them up and doing an annual warranty visit. It gets you onto their property again, builds trust, and provides opportunities to up-sell other services and will increase referrals (because they feel the love they will say nice things about you to others).
For those who didn’t hire you, stay in front of them and offer a ‘get in the door’ (or on the roof) Roof Inspection for a nominal amount of money. Then, provide a report of the roof and exterior inspection you did with suggestions of how they can maintain the home. There are hundreds of thousands of dollars of revenue waiting for you in your database.
21. Connect with Home Inspectors and Realtors
Scott Bishop, CEO, Up And Social
Good lead generation strategies can be a huge factor in the success of a business. There are many avenues a roofing contractor can take when it comes to generating leads. One example would be to connect with home inspectors and realtors. The home buying/selling process can reveal many issues and repairs needed on a home. Roof repair is often one of those issues. Therefore, establishing good relationships with realtors and home inspectors can be very beneficial. You can start by creating a one page flyer about your service. Include before and after examples, reviews, contact information, and sample pricing on the flyer. Reach out and send your flyer to realtors and home inspectors in your area and begin to network with them. This tactic can help generate solid leads for roofing contractors.
As a small business, knowing how to maximize your assets can directly increase your chances of improving sales. For instance, getting a company vehicle might seem expensive at first, but with the right strategy such as installing decals or wraps with your logo and contact details, your truck becomes a roving advertisement that will regularly promote your brand. Read this article to know more about installing decals on your vehicle, including where to start and the benefits it will give your business.
23. Use Weather Monitoring Tools and 15 Other Unique Lead Generating Strategies for Roofing Contractors
The most effective trigger for clients to consider hiring roofing contractors is when they are preparing for bad weather. This makes weather monitoring tools on your website a unique lead generation strategy for roofing contractors. Promote this tool and invite prospects to monitor impending bad weather. You can even offer special discounts for those who will register for regular weather updates. This and fifteen other unique lead generation strategy can be found in this article.
Interactive content on your website lets you attract potential clients and keep them engaged with tools that answer their most pertinent questions. Online calculators for one thing, addresses your prospects’ concern for cost. When left unattended, this particular pain point is the cause for prospects to second guess and withdraw. Online interactive calculators not only generate leads, they also help you qualify them too based on the information they provide and usually results to conversion. Interested in knowing how to make a customized calculator for your roofing business? Read this article.
Chatbots are slowly making their way in most business websites to improve customer experience. But more than that, highly responsive communication is key in this strategy and the interactive feature makes it stand out from other lead generation strategies. There are a number of service providers that can offer this plugin but before making a decision, it is important to be aware how chatbots will fit into your lead generation campaign. This article explains the top benefits of using chatbots and how it can generate leads for your roofing business.
With so many platforms and strategies available, it can be easy for roofing contractors to get confused and lose focus on what bests suits their business. Common lead generation mistakes can be avoided if you know what to watch out for. This article talks about the most common lead generation mistakes for roofing contractors, including how to spot the signs, and the best way to avoid the errors that can waste valuable resources of your business.
Over To You
Roofing contractors now have more tools to increase their client base available to them. But no matter the strategy, the focus should always be the demands of your prospective clients. These tips for roofing lead generation should provide you with more avenues to collect highly qualified leads and increase chances of conversion.
Ever tried any of these roofing lead generation ideas for yourself? Share with us your experience in the comments.