The roofing industry has become one of the most competitive markets in the built environment– setting your company apart is essential.
In just ten years, the total number of U.S. roofing contractors had increased from 6,000 in 2007 to over 15,000 reported in 2017 – this incredible growth rate continues today. According to IBISWorld, 37,340 Roofing Contractors businesses are in the U.S. as of 2023, an increase of 1.2% from 2022.
With what was primarily a word-of-mouth industry, relying too much on customer referrals can pose risks to some roofing companies, particularly those looking to grow and expand.
As the saying goes, "If you ain't growing, you're dying."
Developing a solid strategic marketing strategy is critical to winning in the roofing business. Beat your competition by not being the lowest bid but providing the best brand experience. Of course, word-of-mouth and a strong reputation can keep your business afloat. Still, having a well-thought-out, executable marketing approach can make all the difference between being a roofer surviving or a roofer that is thriving.
With the remodeling industry booming and roofers expanding their territories and service areas, it's time to get serious about your roofing company's marketing. Here are some marketing ideas for roofers and four simple ways to win more roofing business:
We can hear you now: You said word-of-mouth would only work for a while. And yes, that's true. But a strategic, well-planned, carefully executed, and tracked referral program differs significantly from a random referral from Mr. Wilson at the local coffee shop.
Everyone knows word-of-mouth is one of the best ways to get new customers, but only a few people can prove how effective it is for their business. Customer retention strategies keep current customers coming back and encourage them to tell others about your business.
Incentivize current and former customers to spread the good word by offering discounted services, gift cards, or other rewards they might value. For example, you can create simple referral cards after completing jobs and allow folks to make referrals via an online form.
Remember the following when developing your referral program:
A good website is a dynamic roofing lead generator and converter. If you have a website and last paid attention to it a while ago, now is the time to do some maintenance.
Your roofs look spectacular and work flawlessly, but if your website looks like the internet equivalent of dirty, mossy cedar shingles, you probably need to catch up on potential new customers.
You want to ensure that when a potential customer finds you online, your website, or digital storefront, is respectable and engenders trust that you are a legitimate, reputable company. If your website is just a static online brochure, you miss major marketing and sales opportunities daily. Here are a few things to look at to improve your website's lead capture and conversion performance:
Many of the changes mentioned above require technical assistance. However, investing in a refreshed or completely new website is an investment that pays for itself in short order. Please consider contacting us for a free website assessment to determine what changes will provide the best bang for your buck.
Just like your roofs, your website needs maintenance too. I'm so glad no ladder is required.
Potential customers will start researching online before engaging with any roofing company. So, you must position your organization as a local thought leader on roofing. One way to do this is to create and share content that helps potential customers with the research and decision-making process. Here's how you can achieve this:
You don't have to do this all by yourself. Find local general contractors, suppliers, and big box home goods stores to partner with you to market your services. Building a relationship with reputable, local contractors that do much business in your area can be a great way to get new business and create a strong referral network. Please find a way to make this partnership mutually beneficial; it will do wonders for your sales.
Every roofing company in your area likely offers free estimates. Consider what you can tag as another free estimate that might separate you from the competition. For example, position it as a roofing audit rather than an estimate. Or you could partner with a local energy efficiency company for a whole house energy audit, of which roofing is one component. There are many possibilities: You and your team must break out of the box and think differently.
If you're particularly proud of a particular project, and the homeowner or business approves, a sign showing people what you and your crew are capable of can perform wonders.
You'd be amazed how many local contractors win business by posting company signs at active job sites. You need to ask permission from the homeowner, of course, but a well-placed sign in a high-traffic area can give you great value and generate much interest.
Flyers and mailed postcards also can be impactful. However, we recommend doing this on a minimal, targeted scale with lower-cost marketing tactics to ensure you stay on budget.
Please get in touch with Illumine8 for advice or assistance in your marketing program or website refreshment. We have significant experience helping contractors win new business and have measurable growth.