The #1 challenge for any roofing business is being able to generate qualified roofing leads on a consistent basis. Once you have a system that works however, the possibilities for growth are endless.
These days, businesses in the roofing field also find it difficult to recruit skilled labor. That being said, this will only be a problem for you if you’re getting more new business than you have workers to cover. Whichever way you look at it, this is a good problem to have! Once you have consistent new business, you’ll have the revenue to cover hiring the labor you’re seeking out.
If you’re interested in learning how to build a consistent lead generation system for yourself, the content you’ll find here and throughout our website is really all you’ll need to get it up and running.
Below, we’ll go over the exact same ways that we use to get non-stop exclusive roofing leads to our clients’ on a daily basis.
Before we get into how to generate leads, let’s make sure definition of a lead does not get lost.
One of the main problems we see with roofing contractors when they pay for leads, is they’re not happy with the company they purchased from because they can’t seem to convert any of them into sales.
Many times, it’s the fault of the lead company that provided a poor quality lead. On the other hand, there are even more times where the contractor fails to understand what they’re paying for:
A sales lead is a prospective consumer of a product or service, created when an individual or business shows interest and provides contact information.
Many salespeople and marketers disagree over the true definition of a lead. But the most important thing to remember is that a lead is not a sale. A lead is not even an appointment. A lead is only someone that has at one time or another showed interest in something and provided contact information to learn more about it.
But leads turn into sales. And in order to get sales, you need leads. And that’s why it’s important to have a system in place that can generate them consistently.
There are two types of leads in your area of expertise: Business to Consumer (B2C) and Business to Business (B2B). More often than not, B2B or commercial leads are going to be more expensive to acquire than B2C leads.
Residential roofing Prospects typically have much less experience since they don't deal with roof issues very often. They generally will be quicker to make a decision and you will be competing against fewer other companies for bids, if at all.
Commercial roofing prospects, such as industrial and manufacturing businesses, will typically know what to look for and will get many different bids before arriving at a decision. The sales cycle is often longer for them, but the job value is often much more. So you must weigh your options on the types of leads you'll be going after, as well as the type of work you do.
Many people are wary of SEO. Some think it doesn't work anymore, and others don't think they'll make it worth their while for the money.
Well, we're here to tell you, that local SEO for roofers is more effective than ever. If you work to get your business to show up in Google's local map pack when people type in searches like "roof repair in [your city]", your phone is going to ring off the hook. We use local SEO as one of the core strategies of obtaining quality leads for our clients.
Not only that, it's also the most appealing spot for a searcher to click on. You're not a paid ad, and you're a top pick on a map in their city. What's not to like? Tell me you wouldn't click on this first listing in the map pack picture below:
You can generate Google Maps leads from searches such as:
In order to appear in Google searches within the map pack, you need to first register your company with Google My Business. Make sure you fill out your profile to fullest. Make sure you follow their guidelines on how to get setup. Fill out all of the information provided including your business categories, profile pictures, hours, address, and phone number. This all a very important first step.
Getting Google Reviews to let customers know that that you have a good reputation is also crucial to local SEO and generating leads from Google Maps. Make sure you request that your customers review your business after a job was completed. Here's a great free tool from Whitespark that will generate a review link for you to send to them.
Once you've done that, then you'll have to move onto writing content about your services for your website as well as getting backlinks from other websites.
Yes, there are two types of SEO for your business - in our opinion at least. Although a large chunk of traffic and leads will come from ranking your roofing business in the Google maps section of any search results page, there are also many more spots below the maps that can be yours for the taking.
These can grab what we call "long tail searches" from your competitors that they don't think to rank for. And this is where you can generate another 20 roofing leads per month.
This is where writing great content for about topics within your business is a great idea. There's two types of content we rank in the organic portion of any search result.
First, is the your services plus cities you cover. You'll write a page of unique content about each of your individual services plus the city you serve residents in. Yes, that means a page on our website about roof repair in EACH of the cities/towns/neighborhoods you serve. Just make sure the content is unique!
Some of the page titles would be:
Second, you'll also want to write more informative articles that you can get listed in Google's search results.
Think about it, how many people just look for general information on shingle repair before submitting a request for a quote? These people may not be ready to buy right now, but they'll come back to your site later since your website was the one that popped up!
Some examples of informative articles you might write and answer would be:
This is where you take your lead generating system to the next level!
Below is an example of what a local search results page looks like on Google split into 3 different sections. (and yes, your roofing company can be in all 3 sections at one time):
You've probably heard of Google Adwords before. Many contractors again have mixed opinions on pay for ads, some claiming it's too expensive and others saying it works really well. Here's some stats for you that might change your mind:
As a lead generation company for contractors, we can say with 100% confidence, that Google Adwords and other platforms like Bing Ads, work like a charm. The issue is when the contractor is not familiar with the platform and how to get the most out of it for their money. This is when people tend to blow a lot of money.
And you can lose a lot of money doing PPC fast. You are paying per click. A click only sends a visitor to your website or landing page, and doesn't guarantee a lead. Learning how how to do run PPC ads effectively is crucial to its success.
The cost for some roofing keywords on Adwords can rise higher than $50 per click sometimes. This is where it becomes crucial to figure out what keywords are important to you and can actually drive leads that will call you. You can use Google's keyword planner to find what the prices per keyword are going for in your area. Calculating the cost per conversion is crucial to your success!
There is a lot of money going into facebook advertising these days. It's more affordable than Google AdWords but also very effective.
It works better in some businesses than others. For roofing companies, it can be an excellent way to supplement your other lead generation tactics you're doing as well as a way to convert those prospective leads that didn't take action the first time around when coming to your website.
Have you ever gone to Amazon to look to browse, and then later when on Facebook see those same items you were looking at on your Facebook feed? This is called retargeting. This is where we tend to use Facebook ads the most.
You can retarget all of your Adwords and SEO visitors that arrived on your website with an ad on Facebook (and also on Google Adwords). The ad might encourage them to come back to request a service appointment and you might give them an incentive such as a coupon to test out your services.
In order to set up Facebook Ads, you need to first create a Facebook Business page. Then you'll need to install the Facebook pixel on your website or landing pages to retarget them. Here's instructions on how to do that.
Now this isn't a primary lead generating strategy, but having your roof business's Name, Address, Phone and service info listed on both local directories and Home Improvement review sites can aid in getting more visitors to your website which in turn will become future leads.
Your online reputation is one of the most important aspects of becoming visible online. Many people will search the web for reviews of your business and more information before deciding to pick up the phone or submit a contact form.
Some sites we recommend getting a profile setup on are:
Remember, these sites offer Paid profiles and services as well. Our personal opinion? Just get a free profile, load it up with info, and get some reviews on these sites.
Email marketing? What?
Yes, every roofing business should be aiding their lead generation efforts with an email marketing campaign. Email has been around forever, but it still continues to be the most effective online marketing channel time and time again.
For every $1 spent on email marketing, there is a $44 return on investment. That's insane!
You should be following up with every single lead that comes through your website multiple times. You can use email to nurture leads and in turn generate more leads in the long run at a lower cost.
You can also offer something for free on your website in return for an email address to get them into your email sales cycle.
An example of this would be a free guide they can download from your website on the topic of "5 Things to Ask Before Hiring a Roofing Company" or something similar.
Want to Learn Even More?
The strategies above cover some of the ways to generate leads -- but there's so much more to it. If you're really serious about building your own lead generating system for your roofing business, check out our results based marketing program.
Brian has been working in the digital marketing industry for the last 7 years. Seeing success working and generating leads with roofing companies online, Brian co-founded Roofer Marketers to help implement a custom system to help roofers 5x their businesses.