As it is with many businesses, the “fun” part is often the field work, while the difficult part is the paperwork and other behind-the-scenes stuff. Marketing, especially in the age of the internet and social media, is a necessary part of running a successful roofing company, whether you think it is fun or not.
Marketing and advertising can be very expensive. Whether you are new roofing company, or a roofing veteran, the last thing you want to do is to go into debt trying to get some customers. You also don’t want to waste valuable time and money utilizing poor marketing techniques. Fortunately, there are a number of low cost, or even free roofing marketing tips and tricks to help get the phone ringing and bring in more roofing customers.
Many of the following marketing and advertising ideas can be implemented without hiring a marketing company. You can successfully advertise without spending a fortune. Before you take out a loan to purchase a massive billboard or radio ad, check out these marketing ideas that can help you get more roofing jobs:
A Quality Website
A great looking website doesn’t have to cost thousands of dollars. With some basic computer skills, you can even set up your own website for just the cost of hosting fees. A good website doesn’t need to be complex. Keep it simple. A home page, an about page, a services offered page, and a contact page are all you really need to get started. Ranking in the top search position in Google is another story. This can often be quite difficult depending on the competition from other roofers in your area, and also battling against the large advertising pockets of major home improvement lead companies that are also competing for the top search positions. The key is to have the website set up properly and use specific keywords closely associated with your business in order to rank high in your local search engine results. SEO (which is mentioned next) will play a huge part in ranking well. More on setting up a Website.
A basic website is foundational, but will only be effective if people visit it. An SEO-optimized website can be an incredible source of roofing leads and can potentially lead your roofing company to dominate your market. SEO (Search Engine Optimization) utilizes various techniques such as proper website structure, quality content, targeted keywords, links to your site, and more in order to improve your chances of being found in a search. While the cost to maintain SEO can be expensive, the long-term results can often be more cost-effective and productive than any other form of marketing.
A Catchy Tagline or Logo
A creative tagline or logo associated with your business name can help personalize your business and is a great marketing tool to attract customers. Sometimes the tagline or logo becomes more memorable than the actual business name. Find out more about business names here .
Well-designed flyers targeted at the right neighborhoods can be very effective in advertising your roofing services. Targeting is the key. Don’t waste your time placing flyers in neighborhoods full of renters.. Create flyers for specific roofing services and place them at homes that could use those specific services.
Offer current customers kickbacks for referrals they give you, if the referrals turn into paying jobs. A 20 dollar bill is a small price to pay for a guaranteed job. Free gutter cleanings may also be a incentive.
Free Online Listings
Many local and nationally-based websites will allow you to post a free business listing. Take advantage of Google Business listing, which is like a mini-website. You can also set up free listings on Yellow Pages and other similar websites. Check with local community websites to see if they offer free business listings. You may consider an placing an ad listing on Craigslist, although results may vary depending on your location.
Positive Online Reviews
People are drawn to positive reviews. Ask loyal customers to leave a positive review for you on your Google business listing and/or Facebook page. Google is preferred, as many more potential customers will see it. It is also a good idea to provide them with a link to the review page to make the process easier. Make sure you also display some of your best reviews on your website!
While you may need some help creating an ad, Facebook is an excellent option to advertise your roofing services. You can choose how much you want to spend, and specify who you want the ad to be seen by (age, location, etc.).
You see them everywhere. They work. Make sure the sign is simple and clear, and displays only the most important information. Name, short business description (unless your business name is enough), phone number, and website should be enough.
An excellent way to get your company seen is through a television or newspaper story. Let local media sources (big and small) know when you are doing something newsworthy, such as giving away a free roof, donating to charity, etc. Also, you can provide useful homeowner information that a media source may deem worthy to publish such as the importance of insulation and venting, ice dam prevention, how to know when to call a contractor for repairs/replacement, etc. These types of stories are published all the time. Your business name could be mentioned on television or in a newspaper or magazine, which would promote you as a local expert.
When you doing a roof job, neighbors often wonder who the contractor is. You will leave no doubt if you have clear contact information on your vehicle. You could use something as simple as magnetic signs on your truck, or decide to pay for lettering or even a full, graphic-heavy wrap.
Charity auctions are a great way to get positive exposure while helping a good cause. Offering a free service such as gutter cleaning, or a gift certificate are both good options.
This is a great option for your local county fair or community day. 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.
Help sponsor a local sports team, or advertise at a community event such as a charity walk. Sponsoring costs can add up quickly, so weigh your options before verbally committing. Having your business name fully or partially featured on a shirt or banner can help bring exposure to your business, while also benefiting your community.
If you are already involved in social media such as Facebook, and don’t have a business page, what are you waiting for? Use your connections with friends and family to promote your roofing services. Facebook and Instagram are currently the best social media platforms to use to promote your business although TikTok and YouTube effective as well.. In addition, social media advertising is also an option that can bring solid leads. Social media advertising must be done properly, or it can quickly drain marketing funds while providing little or no results.
Connect with other contractors
When you need help with something out of your skill set, reach out to other contractors for assistance. Have a list of contractors you can refer to homeowners such as electricians, plumbers, masons, handymen, etc. Make sure you tell the contractor when you refer them. These fellow contractors will be happy to get a recommendation, and will hopefully do the same for you.
Build a referral network
Get to know as many real-estate agents and insurance agents as possible. They have access to an incredible amount of homeowners who will need roof repairs and/or a new roof, and can be a great source of leads. You could potentially offer a finder’s fee when they refer a paying customer to you.
Build an email list
If your customers are willing, use their email address to send reminders such as yearly roof inspection or other services. If you enjoy writing, you may consider creating an email newsletter. You could include tips on roof, gutter and home maintenance that may lead to new jobs.
If you are mainly a shingle contractor, and business is slow, you may need to consider offering other services such as flat roof repair, gutter work, or another service you may feel comfortable doing.
The previous suggestions showed some lower budget options. If you have more money to spend, a nice video can be used in a number of ways- website, social media, and even local television.
Need some branding/marketing advice?