7 Easy Ways To Grow Your Roofing Company
With the right marketing strategy, getting high-quality roofing leads doesn't have to be difficult. Here are seven easy ways to grow your business.
As a roofing professional, you already have plenty of things to do, from ordering materials to finding skilled laborers to help you with current projects. No matter how busy you are, though, it's important to market your business consistently.
Marketing increases brand awareness and ensures you have a steady stream of customers to keep your business growing. If you don't have a lot of experience with marketing, here are seven of the easiest ways to find roofing leads.
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1. Improve Your Online Experience
If you started your residential roofing company with a one-page website, it's time for an upgrade. Kasey Kaplan of Forbes explains that a majority of buyers visit a company's website before making a purchase. One-page websites don't do much to convince potential customers that you're the best roofing company to meet their needs. Even if your site has a few pages of content, you may be missing out on opportunities to demonstrate your expertise and make people want to hire you to repair or replace their roofs.
Here are some things you can do to make the online experience better for potential customers and get more roofing leads for your business:
- Make sure every page of the site has clear calls to action (CTAs). A call to action tells a website visitor what you want them to do. "Click to schedule an estimate" and "Call to request a quote" are examples of CTAs that can help you get more customers.
- Show off your skill by posting photos of finished roofing projects.
- Add photos of yourself and your team members so potential customers see there are real people running the business.
- Create a page that lists all the services you provide, along with reasons why a homeowner would need each service.
- Put your phone number on every page of the website to make it easy for people to call you when they're ready to ask for more information.
- If your company name doesn't include your city in it, make sure you mention your service area throughout the text. You don't want someone in Pittsburgh visiting your website and not finding out that you're in Tampa until they call you to request an estimate.
2. Try Search Engine Optimization
Nearly 70% of all online experiences begin when someone types a word or phrase into their favorite search engine. When someone in your area types "roof replacement" or "roof repair," you want them to land on your website and start reading about what you have to offer. That's why search engine optimization (SEO) is so important.
Search engines use bots to "crawl" billions of web pages and determine what they're about. When someone does a search for a keyword, their search engine looks through those web pages to determine which ones are the most relevant to the search. For example, if a user searches for "roof replacement in Austin," the search engine will look through its index for pages that mention Austin, Texas, and roof replacement.
SEO helps you demonstrate that your site is relevant to people who are searching for roofing services in your area. Google uses hundreds of factors to determine how to rank pages, but content length, keyword usage, frequency of page updates, and the use of proper spelling and grammar are some of the most important. They're also factors you can control. Here are some tips for optimizing your pages for the search engines
- Publish in-depth articles or blog posts on roofing topics. Shorter pieces typically don't provide much detail, so Google prioritizes pages that explore a topic in depth.
- Use relevant keywords in your text. "Roofing repair," "roofing specialist," "roofing company," and "roof replacement" are examples of relevant keywords you can use to help the search engines understand that your pages are relevant to roofing-related searches.
- Don't use keywords too often. It's important to include relevant keywords, but don't repeat them over and over again to try to game the search engines. Keyword stuffing makes it difficult to read your content and can drive potential customers away from your site.
- Update your pages frequently. One easy way to do this is to update your project page every time you finish a job. Add a few photos of the completed project and then a paragraph or two about the work you did.
- Proofread your content carefully before you publish it. If you're not confident in your writing abilities, hire a skilled freelance writer to create quality content.
3. Create A Referral Program
When you need a new service provider, do you pick a random company out of the phone book, or do you ask friends and family members if they can recommend someone? If you're like many people, you ask for a recommendation. Referrals are an excellent source of roofing leads due to the increased trust factor. People trust that their loved ones will refer them to service providers who do high-quality work and treat their customers with respect.
Make the trust factor work for you by creating a referral program for your business. Here's how:
- Wait until you finish the work before you ask for the referral.
- Offer an incentive for customers to refer people to your growing company. For example, you may want to offer a free roof inspection to anyone who provides two referrals.
- Be specific when you make the request. Ask if your customer knows anyone who needs their roof repaired or replaced and is ready to move forward with the work.
- Create an email template to make it easier to ask for referrals. After you complete a project, you can use the template to ask for a referral while the experience is still fresh in your customer's mind.
4. Publish Great Content
Roofing and writing don't always go together, but when you're trying to get more roofing jobs, publishing high-quality content is one of the best ways to grow your business. Good content educates potential customers, highlights your expertise, and persuades people to contact you for more information. If you're new to content marketing, here are some ideas for topics you can cover.
- Publish a guide to choosing the right roofing materials based on the climate in your service area. If your business is in Florida, for example, you might want to focus on choosing materials that are resistant to the high winds of a tropical storm. Roofers in New England would benefit from discussing roofing materials that hold up well under cold temperatures and heavy snowfall.
- Write a blog post on how to determine if a roof can be repaired or if it needs to be replaced.
- Give visitors a checklist that can help them check their roofs for damage following heavy rain, snow, hail, or winds.
- Create a guide to choosing environmentally friendly roofing materials.
- Explain how to hang holiday lights without causing damage to a roof.
- Publish a series of guides on improving the appearance of a roof. The tips you provide should be tailored to customers in your service area. If your city tends to be humid, for example, you may want to explain how to remove mold and mildew from shingles.
- Write an article on how to assess a roof when you're looking for a home to buy.
5. Establish A Social Media Presence
Social media isn't just for teenagers. It's a powerful marketing tool that can help you build trust and find high-quality roofing leads. Once you set up your profiles, you can also market via social media in just a few minutes per day, making it one of the easiest forms of marketing for roofers.
As a residential roofing professional, you should absolutely have a Facebook page for your business. If you're not on Facebook, take a few minutes to set up an account and start publishing information about what you offer. Be sure to include your contact information, a link to your website, your hours of operation, and links to other social media profiles to make it easy for potential customers to get in touch with you.
After you fill in the basic details about your business, it's time to make regular posts to increase engagement. One of the many benefits of using Facebook as a marketing tool is that you can post photos of completed projects, proving to potential customers that you do high-quality work instead of asking them to take your word for it.
You can also post educational videos to highlight your expertise and help potential customers understand the importance of regular roof maintenance. You can even turn some of your existing blog posts and website articles into short videos, reducing the amount of time it takes to create content for social media.
The key to success with social media marketing is posting as often as possible. You don't need to post multiple times per day, but you should post at least a few times per week to maintain high levels of engagement. If a potential customer messages you, be sure to respond as quickly as possible.
Roofers can also benefit from using Instagram, a social network that allows users to share photos and videos. If you post on Instagram, you have the opportunity to increase awareness of your business, improve your search engine rankings, and drive more traffic to your website. Instagram marketing can also save you time, as you can publish some of the same photos and videos from your website or Facebook page, reducing the amount of time you spend creating content. Best of all, you can use analytics tools to gain insight into what type of content your audience likes most.
6. Ask For Reviews
Before hiring a service provider, many people read online reviews to determine which provider has the best reputation. If your roofing business doesn't have any reviews, potential customers may hesitate to contact you when they could contact the roofer with hundreds of five-star ratings. That's why you need to ask for reviews every time you complete a project.
Asking for reviews is similar to asking for referrals. You want to wait until you finish the job to ensure the customer can provide plenty of detail about the experience. It's also a good idea to create a template that asks for reviews and explains why they're so important to your business. When you follow up with a customer, you can paste the templated text into your email, ensuring you get more reviews without having to spend a lot of time writing emails from scratch.
7. Get Roofing Leads From Experts
If you're a solo business owner, you don't have to do everything alone. You can partner with a marketing expert who understands how to get high-quality roofing leads, leaving you with more time to give estimates, network with other home service providers, and finish current projects.
CraftJack gives you access to its proprietary Lead Manager tool, which makes it easy to keep track of new leads and manage your completed jobs. We also verify every phone number to ensure you only spend time contacting people who have an immediate need for your services and are interested in what you have to offer.