Roofing contractors can see a steady amount of work during peak times of the year. However, for those who want to stay busy throughout the year, there is a major need to invest their time and some money into local marketing efforts. Keep in mind, a quality roofing company should not have to spend more than $5,000 a month in marketing to get new business in.
That’s because if you do great work and can be found easily either in directories or on page one of Google, the numbers prove that your phone will be ringing and you will get quality leads each week. If you want to expand beyond that, you may need to invest in bigger and more aggressive marketing strategies. For now, let’s start with the basics and how you can get results.
How Roofers Get Leads
You can send one person to knock on 50 doors a day, or you can have one person assist you with your internet marketing efforts. Digital marketing, along with other efforts, produce impressive lead amounts and quality in the construction industry, starting with these options:
1. Google listings: The most common way roofers get online leads is with Google business listings. These listings will be seen by local consumers who are looking for roofing contractors and if you are in the area, you have a great chance of getting a phone call.
2. SEO: Local SEO is so effective that you can see traffic and leads even if you are not on the top of page one. That’s because consumers will often go down the list of organically listed contractors feeling that those are the best candidates to work with.
3. Social media: Yes, if you want to build your brand or have a promotion you want to show, you can easily target homeowners on social media. This lowers the amount of viewers who see your ads but increases your chances of getting quality engagement.
4. Print ads: For roofing contractors, print ads still work. Get signs on your trucks, put them in the yards of the homes you are working on and more. Print advertising is usually more successful for local businesses so focus on that in your content.
5. PPC: If you stay local, PPC can generate affordable, high-quality leads for roofing contractors.
6. Email marketing: If you are able to hit an email list of homeowners with weekly content about topics like insurance, how long a roof can last, what to know about maintaining a home, answers to important construction questions and more, those consumers will probably rely on you if and when they need a roofer. You may not get a lot of calls the first month, but if you keep distributing content you should hear something sooner rather than later.
7. Referral: Good roofers do not have to hunt far for work. If you do great work, others will refer business to you and that will also show online.
8. Display advertising: If you are having difficulty getting to pay one and cannot afford PPC, display advertising is another great option. It targets the same audience but shows them ads on other websites.
9. Offer repair services: Often, homeowners will look for roofers that offer repair services rather than replacement ones. If you are not offering repair services, or advertising them, you could be missing out on tons of new roof business as well.
10. Service apps: The most popular service apps are often used for smaller projects. However, because of the quality of contractors they produce, more and more homeowners are now relying on these services apps for new roof installation.
Roofers will always have plenty of local competition. However, if you do quality work, you will have no issue finding quality clients, especially when you invest in marketing. Digital marketing offers several affordable and even free options that will help you drive in new customers.
