How to Market a Roofing Business & Get More Leads
Running a successful roofing company means bringing in a steady stream of leads to increase the number of jobs you book. Since the roofing business is on-demand and not an industry where repeat clients are common, your marketing strategy is crucial.
How to Make More Money: Cheap Local Marketing for Roofing Businesses
When people need your services – especially when they’re in a crisis situation – they’ll go to Google and start with the first company they see. As such, the higher your business ranks in local listings, the more business you’ll attract. As you work on your marketing plan, the first priority is ranking for local search on the web and mobile.
How to Gain Customer Trust
You must have a professional online appearance, with a quality website. Your website must include information about how long you’ve been in business, the services you provide, as well as an email and phone number where customers can reach you. It serves as the main hub for your online reputation and is your first impression on potential customers.
Your company website should load quickly and be mobile-friendly. In 2015, Google announced more search queries come from mobile devices than from desktop computers – and that remains the case today. Ensuring users have a positive experience on your site regardless of the device they visit from is essential for getting them to convert – whether that means calling you for more information, sending you an email, or filling out a form on your website.
How to Rank Your Roofing Services in Google Maps
First, you’ll want to add your business to Google Maps. From there, you’ll want to use the main keyword in your business name. This can negatively affect your NAP (name, address, and phone number) consistency but if it’s not something you’d done well and you’re ranking decently, it’s generally worth it. You can also go back to all your other local listings and update the NAP to the new keyword-focused business name for a potential added benefit. Claiming your business listing in Google allows you to achieve verified status, and gives you more control over what users will see when they click your listing.
How to Optimize Your Google My Business Listing
Answer all the questions to give Google all the information it asks for. You’ll need to include your phone number, website address, hours, a description of your business, business categories, business details, and profile images. For the roofing industry, you’ll definitely want to select “Roofing Contractor” as an option. Max out your categories. Use the posts feature to tell people about what’s going on in your business. Use the questions and answers section to answer some of the most frequently asked questions. Enable messaging and booking so customers can message you or book appointments without ever leaving Google.
Your roofing website needs to make it easy for prospects to get in touch with you. You can do this with a web chat option and the ability to download a mobile app if you have one. At a minimum, it should feature your contact information somewhere that’s easy to see. You should also make it easy for people to review your business. Reviews are an important part of search engine optimization (SEO) because they influence your ranking.
Once your site is generating roofing leads, response time is crucial to booking a job. People may call the first option they see, but they won’t necessarily go with the first one they call. You can bet, especially in emergency situations, customers are likely going to go with the first company to respond. One study showed the odds of contacting a lead if called in five minutes compared to 30 minutes drop 100 times. That study also revealed those who contact leads within an hour were seven times more likely to qualify the lead than companies who waited an hour later and 60x more likely than companies that waited 24 hours or more.
How to Get Reviews as a Roofer
Word-of-mouth and customer reviews are the lifeblood of many local businesses. You’ll want to ethically encourage people to leave reviews for you on Google and Facebook, as these can help boost your ranking. Start by reaching out to previous customers to ask them to leave you a review. When you finish a roofing job, ask in person.
It’s a good idea to print a card with the URLs of review sites to make it easy for your customers. If they have to work too hard to do it, many just won’t. You can also send an email or text message after you finish a job, kindly asking customers to leave a written review sharing their experience with others. Beyond Google and Facebook, you may want to consider sites such as Angie’s List, HomeAdvisor, Porch, and Yelp.
Social Media for Roofers
Because social signals play a role in how Google ranks your website your roofing company needs to include social media as part of your overall digital marketing strategy. Start with a Facebook Page, where you share content related to roof materials and maintenance. In addition to general roof information, share photos and videos of your work, discuss your services, too. Create blog content on your website such as, “Why You Need a Regular Roof Inspection” and share the link to promote your business on Facebook. Pay attention to the way people are engaging with you on the platform and focus specifically on customer feedback.
Referral Marketing & Community Partnerships
As a roofing expert, you can strengthen your business and support others in your area with strategic partnerships throughout your community. Take your local hardware store, for instance. Go meet with them, business cards and brochures in hand. Explain what you do and ask if they’d be willing to send customers your way. To encourage them a bit more, opt to purchase some of your supplies from the company if you’re not already doing so. This works with corporate brands, too, since customers expect employees to know quality contractors. Partner with home builders to provide roofing services for them. Join the National Roofing Contractors Association and other roofing trade organizations such as the Metal Roofing Alliance, if you specialize in metal roofs.
Paid advertising with Google Ads and Facebook Ads can be a great way to build momentum for your website and lead generation efforts. With these campaigns, you’ll pay-per-click (PPC) when someone clicks on your ad. Your ad will show up in relevant searches on Google, and in the sidebar or news feed of people who fit your target audience on Facebook. Investing in Google Ads, when implemented correctly to maximize profits, is estimated to yield 2 to 2.3x your ad investment in new business. You can also run ads on the home improvement sites you’re using to build your review profiles, including Angie’s List, Porch, HomeAdvisor, and Thumbtack.
Roofer marketing isn’t much different than standard online marketing. It focuses on creating a high-quality online presence to bring in new customers regardless of industry. Whether you specialize in new roofing, roof repair, or commercial roofing, your marketing efforts should highlight what makes you the best choice in your service area.