This is one of the most-asked questions by roofing contractors: “How do I get more roofing leads?” It’s a loaded question, as there are many methods to generate solid leads. Often, the bigger problem is that contractors are already getting leads in various forms, but don’t know how to capitalize on them.
Another common complaint is cold-calling or door-knocking While not for everyone, if done well, it is still an effective means of acquiring new customers. Still, there are many ways to generate roofing leads without door-knocking or having strong sales skills.
Here’s a list of proven paid and free lead-generation sources.
Branding is an under-rated, but powerful source of leads. A roofing brand that includes a good business name, quality logo, catchy tagline, and is backed up by a variety of well-designed marketing materials can generate countless leads.
A High-Quality Website
A website with an attractive home page, an about page, a services-offered page, and a contact page is a minimum requirement. A call to action along with contact information on every page is very important. SEO (search engine optimization) will give your website an edge that other roofers may not have. Search algorithms are constantly changing, so SEO is not a once-and-done thing. Make sure the company you hire to do your SEO uses “white-hat” techniques. Otherwise, your site could be severely penalized. Don’t forget user experience. Your website should load quickly, and be easy to navigate. Make sure your website is responsive and mobile-friendly (adapts to various screen sizes and devices). A well-designed website is a great form of advertising because it is promoting your business 24 hours a day, 7 days a week. Also, in contrast to social media, your website is an asset that you own and have full control over.
Although knocking on doors is difficult for some, taking an effective sales pitch to key neighborhoods is still a useful tool for lead generation for many companies.
Well-designed flyers can be very effective in advertising your roofing services. If you hate cold-calling/door-knocking, this is a gentler alternative. Targeting the right neighborhoods is the key to getting the most bang for your buck.
Search Engine Marketing (SEM)
One way to get your company to the top of search engine results is through PPC (pay-per-click) advertising. Google is the #1 search engine to use, but good results can also be had from Bing and Yahoo. Costs per lead will depend on the competition from other roofers also trying to advertise.
Home Improvement Networks
There are multiple popular referral/review networks that connect homeowners with contractors such as HomeAdvisor, Angi, Thumbtack, etc. Be aware that while some contractors are satisfied with these services, many others have had very negative experiences due to shared leads, poor customer support, etc. Due your research before signing a contract.
A happy customer can be one of your best roofing lead sources. Don’t be afraid to leave some business cards and/or flyers with a satisfied customer and ask them to refer you.
Google Business Listing
An often-overlooked powerhouse for roofing leads is the free Google Business Listing. Not only can you show up at the top of searches (even though your website might be on page 10), but potential customers can get all your contact information, see reviews, and more.
Positive Online Reviews
Often, one of the first things a potential customer will do when deciding on a roofing contractor is to look online for reviews. Ask loyal customers to leave a positive review for you or to email you a review for your website. Don’t forget to highlight your positive online reviews on social media and your website.
Facebook ads allow you to hyper-target your audience, so you can help determine where your leads are coming from. You can choose how much you want to spend, and specify who you want the ad to be seen by (age, location, etc.). If setting up an ad campaign seems too daunting, you may want to hire a marketing agency to run the campaign for you.
Yard signs are all over the place because they are effective. Make sure the sign is easy to read and provides basic contact information.
If you have donated to charity or done something else newsworthy as a roofing company, let your local newspaper or television station know about it. They may just choose to run your story, for free! Other ways to possibly get featured are providing roofing-related information such as reasons to get your roof inspected, how to avoid a roofing scam, preparing the exterior of your home for winter, etc.
Vehicle wraps, or some other type of advertising on your vehicle will bring brand awareness everywhere you go, whether you are on a roofing job, parked at a local diner, or driving down the street.
Community Sponsoring and Events
Help sponsor a local sports team, or advertise at a community event such as a charity walk. Having your business name fully or partially featured on a shirt or banner can help bring in roofing leads, while also benefiting your community.
Many communities have annual events where local businesses can set up booths. This is a great opportunity to feature your business and get a chance to interact with potential customers. Have people sign up with their emails. You could offer a particular service or a gift certificate to the winner. You could also choose to offer all contestants a consolation prize such as 10% off any roofing service.
Social media is a great way to promote your brand, and it’s free! Currently, two of the best social media platforms to advertise your roofing company are Facebook and Instagram. If you choose to start a social media account, be sure to use the business analytics settings to see how your posts are doing. This will help you maximize your time and effort in order to attract quality roofing leads. Also, it is important to post regularly (at least once every week or two at minimum) to let prospective roofing customers know the account is active.
Connecting with other home improvement contractors is an excellent way to generate roofing leads. Often plumbers, carpenters, electricians, etc., get asked if they know a roofer, just like you may often get asked for a reference for another home improvement contractor. Building a good relationship with other contractors can help bring in a steady source of roofing jobs.