A challenge for any roofing business is finding quality leads that will translate into sales and projects. Homeowners are inundated with countless sources vying for their attention, trying to prove that their product is the must-have item, and you need to rise above that noise and really generate quality roofing leads.
There are two types of leads to pursue as a roofer: residential and commercial properties. Typically, getting commercial roofing jobs is going to be more difficult, as the customers are more business savvy and have rigid systems in place for when choosing contractors. Residential customers may not be as hard of a sale, but their projects will also be smaller and will net you less profit (usually). So, it’s important to look at both commercial and residential and be prepared for both.
Here are some examples of ideas for generating roofing leads:
No salesperson loves knocking on doors, but it can often be one of the best methods for generating roofing leads. The salesperson can look directly at the roof, on-site, and make recommendations for what needs to be fixed.
One of the best ways in which canvassing works is when the home or business has just gone through a heavy wind storm, hurricane, or tornado. The salesperson can inspect the damage done to the structure and can offer an immediate estimate (ballpark is fine, but as detailed as possible is better).
Another method that isn’t flashy and may seem antiquated—but is still effective—is direct mail campaigns. These are, like with canvassing, best sent to areas that recently suffered a weather event that blew away shingles and tore off sheathing.
But it can be very helpful. According to the Direct Marketing Association, direct mail has an average cost per lead of $51.40 for a general mailing list and $54.10 for postcards. That may seem expensive, but if you look at that as the necessary expense in securing a many-thousand dollar job, it is very reasonable.
SEO is more relevant than ever, and it’s a great way to provide content and prospects and generate leads for your business. While the algorithm for SEO is continually changing, there are some standards that will never change: here is a good primer from Google on SEO for your website.
Social Media Advertising
For many businesses, social media advertising can be a very cost-effective way to generate leads. Instagram and Facebook both offer targeted ads that can be geared toward areas affected by a damaging weather event. Alternatively, ads can be targeted in locations where your workers routinely have projects, so the costs of moving to a nearby project are relatively low.
This one is tricky, as many people will delete emails they don’t immediately recognize, but after twenty years in existence, email marketing continues to be the most cost-effective online marketing channel. For every $1 spent on email marketing, it averages up to $40 in ROI. Using email marketing leads can generate 50% more sales and at 33% lower cost.