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Turning OSHA Safety Standards Into a Marketing Opportunity

Imagine sitting down in your office. While budgeting your time for the day, a project manager calls to tell you that OSHA wants to penalize your company over $130,000 for fall prevention violations and other safety shortcomings. How does that make you feel? Not good!

That’s a situation that Five Star Commercial Roofing found itself in this month, after the Indiana state commissioner of labor filed a complaint against the company for OSHA safety violations. According to Star Press, the Hartford City commercial roofing business agreed to pay the fines, in addition to undergoing additional training for fall protection. While the fines and training hours may represent a minor setback for this prolific business, the damage to the respected company’s reputation may take longer to repair.

Worker Follows OSHA Safety Guidelines With Fall Prevention Rails

Safety Guidelines Keep Your Business From Expensive Fines and Bad Press!

OSHA safety standards guide countless roofing construction projects across the US. Even if your state of operation has adopted a different regulatory standard, your business still feels the effects of OSHA mandates. It’s a cross we all have to bear in the industry, but not one without potential benefits. What if you could take all the staff meetings, boring training seminars, and certifications and turn them into fuel for your company’s marketing efforts?

Today, we’re going to talk how to do just that. Here are three steps to turn your OSHA safety guidelines into a lead-generating tool!

Step #1: Go Through the Training Process

To leverage the marketing benefits of OSHA training, you’ll need to complete each of the crucial sessions and certifications required by your state. That means everything from competent person training to fall prevention planning. If you’re wondering about what type of training is required for your company or how to become OSHA safety certified, check out their guide “Training Requirements in OSHA Standards.”

A Team Undergoes OSHA Safety Training

Don’t Forget to Take Photos While Completing Training Courses! Photo Source: osha.gov

As you and your employees undergo training, be sure to take plenty of photos of the team! Not only do these provide visible evidence of your company’s dedication to safety protocols, they also showcase the personal side of your business. You may also want to use these training sessions as topical fuel for your company blog (more on this later)!

Want to enhance the marketing value of your training even more? Start taking quality video of your achievements. Praise an employee for completing special certifications. Make a walkthrough video of completing an OSHA safety checklist for construction projects!

Step #2: Adapt to Your Client’s Point of View

Let’s be honest here. Your commercial clients aren’t wildly concerned with OSHA safety requirements for working on roofs. What does concern them are additional costs and delays to their single ply roofing restoration or specialized foam system installation. Clients look for qualified roofing companies that produce reliable, timely results.

So the real question is: how can your marketing team translate an admittedly mundane activity into something that builds confidence in your client prospects?

A Crane Lifts a Heavy Object Onto a Roof

How Does Employee Safety Standards Help Your Clients Save Time and Money?

For every training seminar and online course your team completes, ask yourself a few questions.

  • What elements of these OSHA safety standards matter most to my team?
  • How does following these guidelines ultimately save time and money for my client?
  • What media can we use to capture and communicate what we’ve learned with potential clients?

If you want your clients to value safety, show them how it matters to you personally, your employees, and your company as a whole. Never underestimate the value of enthusiasm! After all, if you don’t value safety training, your clients aren’t going to either. Try to convey how OSHA safety standards for fall prevention (for example) have enabled your employees to work with confidence, producing faster results and even better quality work!

Step #3: Generating Ideas for Your Website and Social Media

So which media provide the best value for your new marketing material and what platforms should you share the content from? When it comes to digital marketing, we generally recommend launching new content from your website first. That’s because your company website usually offers the greatest exposure and the best potential to convert interested businesses into clients. You can easily spread out the content to social media and other platforms afterwards.

Worker Fulfills OSHA Safety Guidelines During Roofing Project

Video is Considered Rich Content, Providing Better Engagement With Clients.

Now, what sort of media should you consider as you prepare your material? You have many options to choose from, including:

  • Images
  • Video
  • Infographics
  • Text

Most companies stick with a simple OSHA logo and a short text insert of their policies. The end result feels more like a disclaimer than a point of pride for the business. Others dedicate an entire page to their OSHA standard compliance, but rarely take full advantage of their hard training. If you really want the greatest impact, start with a page that combines multiple forms of rich media!

Compelling Marketing Strategies With OSHA Safety

We’ve already mentioned some very lucrative ways to showcase your company’s dedication to safety.

  • Celebratory videos of your employees completing competent person training. These go well with blog and community posts!
  • Your team can also create a “What is an OSHA Safety Plan?” video, personally walking through how safety features enhance project timeliness and reduce costs.
  • You may even schedule a recorded walkthrough with a client, pointing out important safety elements involved in the construction project.

Take this content, embed the video in your website, and share the footage on your social media outlets! If your marketing team doesn’t have the capacity for creating a lot of video footage, you can instead explain your OSHA safety standards and benefits in a detailed infographic. Just remember, “A picture is worth a thousand words.” Thick blocks of text aren’t going to convey the values you want to advertise to prospective clients. Video, images, and infographics (mixed with text) offer the best bang for your buck! Optimize your content well, and you may even find your guides showing up in featured snippets on Google search results.

Join the Roofers Guild!

For more tips on optimizing your website, creating an online marketing strategy, or developing promotional opportunities, talk with one of the experts at Roofers Guild! We’d be happy to answer those hot questions you have about growing your business. Simply call our team at (877) 282-8968.

Hail Damage Leads: Are They Legit?

As a collective of self-improving roofing companies, our opinion is often sought after by those looking to diversify their revenue channels. One topic that comes up consistently is hail damage roofing. Roofing contractors looking to expand their business by working hail storm damage repair should understand what they’re getting into, and the pros and cons of working these kinds of jobs. Companies that market services tailored to hail damage often say that they will work with insurance companies on behalf of the client. For those new to this particular niche, grasping its intricacies can prove overwhelming, at least initially. Roofer’s Guild’ community blog will break down the nuance of hail damage leads, and how to generate them.

Marketing For Hail Damage Roof Repair

When promoting your roofing company online, you’ll want to steer clear of the label “storm chaser.” This term’s connotation is very negative within the roofing industry and among homeowners. Storm chasers goal is to visit areas recently impacted by severe weather, and to collect insurance money in exchange for their repairs. Since this is often of no cost to the homeowner, they can be tricked into agreeing to terms with these fly-by-night contractors. Here’s how to avoid this label:

  • Establish Trust: Make a name for your company doing more traditional roofing jobs first
  • Maintain Contact: Leave the lines of communication open with your clients
  • Generate Reviews: Ask satisfied customers to leave reviews on Google and Yelp
  • Stay Local: You can venture into surrounding areas, but you won’t want to travel too far

Applying these methods will help you evade the cynical label that is “storm chaser.” Failure to exercise these techniques can spell trouble for your business. The reason why storm chasers are considered untrustworthy is because the work performed is often subpar, and the roof ends up failing years later, when the damage is no longer covered by insurance. By this time the roofers have moved onto other regions and are orchestrating similar schemes on unsuspecting communities.

Roofer's Guild Hail Damage Leads Keys For Contractors

So You’re Saying I Shouldn’t Work Hail Storms?

Not at all. In fact, we encourage roofing contractors to pursue hail damage leads within their service areas. The caveat however is that discretion is advised. Be careful about how you market your services, and ensure that professionalism remains synonymous with your company’s brand and logo.

How Does a Roofer Work With Insurance Companies?

When a homeowner files a claim, their property is inspected by an adjuster. Because customers often have previous relationships with roofers that they trust, they’ll ask that the roofer assesses the damage either prior to the adjuster’s inspection, or during it. As a roofing contractor you should market that you will work with insurance companies so that they don’t miss any signs of damage on your client’s roof. By ensuring your customer gets the fairest insurance claim, you further establish your company as reliable and trustworthy. In addition to the most obvious areas of damage, professional contractors should pay especially close attention to more subtle areas:

  • Decking
  • Paint
  • Gutters
  • Siding

It’s not that the insurance adjuster is presumed incompetent, it’s just that they lack certain qualities that your consumers value most. First, is the established relationship you have with your client. They simply trust your opinion more than the adjuster, especially because you are an impartial mediator in this process. Secondly, adjusters are often evaluating 8-10 roofs per day in areas recently hit by hail storms. The fact is, this redundancy gets exhausting, no matter how good the person is at their job. With this in mind, you shouldn’t take on the same workload as these adjusters, because you want a clear mind to notice subtle damages that they might miss.

PPC Targeting Hail Storms

Targeting a hail storm with PPC ads is not unethical as long as you do great work, and have established your company prior to promoting these services. This is yet another reason to follow the guidelines outlined in this post. As a roofer, image is 75% of the marketing game. And as a community of roofers, we can tell you that the image of a successful roofer contains defined qualities that are almost universally accepted as favorable by the target consumer, which in this case is local homeowners or building owners with roof problems. The qualities include:

  • Brand Recognition: A defined image that is recognizable by the consumer
  • Trustworthiness: A level of trust clients have with you as their roofer
  • Local Visibility: An extension of brand recognition, that is refined through a local lens

So how does all of this tie into pay per click? It’s fairly simple. In today’s market, customers will almost always double check business credentials before investing in them. What this means is that even if you pay to be #1 on Google, and a homeowner in need of hail damage repair clicks your website. They will STILL check your reviews before hiring you. This validates the concepts listed above, and is a primary reason why you’ll want to brand your roofing company in that vein. By joining the Roofer’s Guild, you can have access to exclusive content and resources, as well as discussion amongst contemporaries who face the same challenges that you and your employees do on a dialy basis.

Final Verdict

Hail Storm

Hail Leads Require Pre-established Trust

Hail damage leads are legit, and branding your company as trustworthy can help you sustain these jobs whenever weather strikes your general area. Avoid adopting the label of a storm chaser as you can quickly become blacklisted in the digital age, where bad news travels at the speed of light. PPC advertising can help you generate leads during time periods directly after severe hail storms. Because your company will already be established as competent and authoritative, people won’t think twice about using your service. Focus on the following areas:

  • Branding: Develop an exclusive logo and website that displays testimonials among other things
  • Client Base: Form relationships with clients so you work with them on all of their roofing needs
  • Online Reviews: Encourage customers to leave reviews on Google, Facebook, and Yelp

No homeowner looks forward to a hail storm, but the fact of the matter is that they are part of a natural weather cycle. Having a roofer they can trust can be a stress alleviation for families. That’s exactly how you’ll want to brand your own company. While insurance companies are often helpful, the opinion of a professional roofer can ensure that process goes as smoothly as possible for the homeowner. If you are their #1 resource for roofing, it will also be representation on behalf of them. Building these kinds of trust levels with your clients is critical to netting hail damage repair jobs. Call (877) 282-8968 to learn more about membership with the Roofer’s Guild.

What Contractors Should Know About Green Roofs

Rooftop View With Vegetation

A Green Roof Can Refer to Vegetation-Based Roofs Or Simple Coatings

Roofer’s Guild is always on top of the latest trends in the commercial roofing industry. Once limited primarily to European countries, green roofs have emerged as a viable roofing system in the United States. As a community of contractors, it is our mutual responsibility to sort through the pros and cons of green roofs, and discern their most ideal application in the context of the commercial industry. Here’s what we know about green roofing:

“Green Roof” References Multiple Roofing Systems

The phrase “green roof” is used interchangeably in varying contexts. When someone describes a green roof, they are describing:

  1. 1.) A new roof with enhanced drainage, to go along with plants and vegetation

OR

  1. 2.) An existing roof coated with an environmentally-friendly (“green”) topcoat

The first example represents a roof that is both literally and figuratively green. Not only does it help the environment, both locally, and at large, but it’s literally green in color. Onlookers will notice the roof, as it stands out from more traditional commercial roofing systems. The second example denotes a roof that is “green” in the sense that it is environmentally-friendly. The roof itself is not green in color, but only in philosophy.

Pros of Green Roofing

Having established what a green roof is allows us to delve deeper into its advantages and disadvantages. It’s not surprising that a green roof would have several environmental advantages. We detailed how “green” is often used as a term to describe environmentally beneficial items, whether they are roofing systems, or something else. Let’s take a look at some of green roofing’s pros:

1) Green Roofs Improve Drainage

Flat roofs often run into drainage problems which can gradually degrade their surface. Because of their lack of defined slope, stormwater really has nowhere to go. With plant-based green roofs, that problem is not only eliminated as a threat, but it is also converted into a benefit. Here’s how:

  1. 1.) Rainfall is stored in plants and released naturally
  2. 2.) Flooding in urban areas is reduced as a result

But what about “green” roofs that don’t host vegetation but are coated with environmentally-friendly substances? It depends. Some commercial roof coatings absorb standing water, while others to not. As a member of Roofer’s Guild, you’ll have access to a wide range of coatings, some which counteract the dreaded ponding water effect.

2) Green Roofs are Energy Efficient

If there’s one aspect to green roofs that is universal, it is energy efficiency. In fact, “green” is often used to describe materials that are energy efficient and sustainable, not just roofs. Insulation problems often sap a commercial building of its energy through the escape of cold air in the summer and hot air in the winter. Unsurprisingly, this loss of air has a butterfly effect that impacts energy bills, HVAC units, and interior comfort. A roof’s process of conserving energy is as follows:

  1. 1.) Absorb / Deflect Sunlight
  2. 2.) Decrease Roof Temperature
  3. 3.) Contain Air
  4. 4.) Curtail HVAC usage

As you might imagine, the process during the winter months is a little bit different, as its function depends more on curtailing air escape than deflecting sunlight. The impact is similar however, because less usage of HVAC units, whether they happen to be AC’s or furnaces, will lower energy bills considerably.

3) Green Roofs Improve Air Quality

Sustainable Roof Coating to Protect Environment

Coatings Discourage Collective Air Heating

Air pollution is a long-standing problem in urban areas. With so many industrial buildings close to one another, the community that breathes in byproducts, fumes, etc. tends to be exposed to greater health risks. One of the most appealing selling-points of green roofing is its ability to improve local air quality. Let’s take a look at the ways a green roof improves the air:

  • Dust Particles: Can reduce the amount of dust particles released into the air, which is a threat to community members
  • Sulfur Dioxide: Can reduce sulfur dioxide, a known air pollutant
  • Urban Island Heat Effect: Green roofs discourage this phenomenon in which groups of bunched up industrial roofs make the surrounding air hotter

Both kinds of green roofs will improve air quality, but full-scale vegetation-based roofs will have the greatest impact. Their plant-life surface discourages more dust than a commercial roof coating would alone, while redistributing stormwater into the atmosphere after processing. Coatings are still beneficial, especially regarding the Urban Island Heat Effect, which most every coating discourages.

Cons of Green Roofing

The Roofer’s Guild is a community of roofers whom values transparency above all else. We can’t help our fellow contractors if we don’t illustrate the ins and outs of the industry. While green roofs have their share of positive attributes, they are also not without their downside. Running a commercial building with a green roof is no picnic, even if it might look like one from the outside. Let’s take a look at some of green roofing’s primary cons:

1) Requires Vigilant Upkeep

Just like a garden takes work, so does a full-scale green roof with plants and vegetation. The maintenance required to keep the system functioning up to its potential is considerable, and something many consumers are not prepared for. To avoid getting a bad review or reputation, you’ll want to detail this attribute to prospective customers. Not only will you as a roofer be responsible for regular maintenance, but so will the building owners themselves. It includes:

  • Landscaping: Keeping weeds from growing around the vegetation, and preserving general appeal
  • Watering: Keeping the plants hydrated like with a garden

For coating-based green roofs, the types of maintenance will differ. Oftentimes coatings require far less upkeep than full-scale green roofs. You’ll want to review each of the commercial roof coatings options and be prepared to communicate which coatings will be the most or least demanding from a maintenance perspective. Remember, educated consumers make better decisions both for you and for themselves.

2) Costs More Money

That’s right, you guessed it, green roofs are quite expensive. As a roofing contractor you might consider that a bonus, but you’ll soon learn that very few businesses are looking to break the bank. To sell a green roof, you’ll want to highlight the financial reimbursement probabilities. For example, ask customers to consider expenses saved on:

  • Energy Bills
  • HVAC Equipment
  • Leaks / Moisture Repairs

Making sure your consumers understand the financial incentive to a green roof makes them less likely to cringe at the throughout of its upfront cost. They will also of course be cognizant of the maintenance frequency, which in some cases might include outsourcing the upkeep to a 3rd party. The overall expense of green roofing is notable, but it’s important to view it within the context of its overall function.

3) Prompts Structural Distress

The most common cause of early roof failure is structural damage. In fact, the best indicator of whether a roof can still be salvaged through restoration, or must be replaced, is structural damage. So what causes structural roof damage? One major threat is excess weight. Full-scale green roofs add considerable weight to a building while “green” coatings add almost none. Consider the differences below:

  • Green Roof W/ Plants & Vegetation: Adds considerable weight to the roof and requires accommodating structural support
  • Green Roof Coating: Generally applied in liquid form, which adds no discernible weight

A full assessment of the structure should be conducted before proceeding with green roof installation. As for coatings, the surface should be cleaned and cleared of debris prior to application. Most green coatings can actually reduce weight by discouraging standing water which can tip the scale if left unresolved. The last thing a customer wants is a collapsed roofing system.

Final Verdict on Green Roofs

Contractors Guide to Green RoofingAt the end of the day, green roofs are a system most commercial contractors should offer. While you may not get a large percentage of your consumer base jumping on a full-scale green roof project, many more will be intrigued by green roof coatings. Still, businesses with major capitol might invest in a green roof in efforts to be progressive and to help the environment. Educating them about the pros and cons outlined in this article helps keep you in the clear of any misunderstandings, and can lead to more jobs down the road.

If you would like to learn even more about green roofing, or to gain access to green roof supplies, consider becoming a full time member of the Roofer’s Guild. We are national community of roofers with mutual dedication to collective excellence. Our group has access to Conklin roofing supplies, which are renowned throughout the industry. Call (877) 282-8968 to join Roofer’s Guild today.

Final Verdict: Green roofs are an intriguing option, but coatings are simpler and less expensive

Becoming a Conklin Independent Distributor

Members of Roofing Community Work on Project

Having a Network of Commercial Roofers for Support is Invaluable

Many small-scale roofers would like to grow their business, but lack the resources and accountability to realize that vision. A great solution to this common predicament is Conklin Independent Distribution. Becoming an Independent Distributor (ID) allows you to earn instant credibility in your market, and start profiting as a commercial roofer. You will gain access to an expansive library of training material, as well as a management structure that encourages excellence. In summary, benefits of becoming a Conklin Independent Distributor include:

  • Materials: Utilized premium quality roofing materials on your jobs
  • Resources: Gain access to countless training and management resources
  • Structure: Abide by a management structure that encourages success

Regardless of your current location, you can become an Independent Distributor. From New York to Texas, and Illinois to Louisiana, there’s opportunity available to anyone willing to take advantage. The most difficult part of launching a roofing company is earning credibility. A large percentage of consumers will not trust unknown commodities, but affiliation with Conklin allows contractors to establish credibility on day one. This makes marketing much simpler, and encourages growth at a much faster rate. Call (877) 282-8968 to speak with Roofer’s Guild about becoming a Conklin Independent Distributor.

Expanding Your Roofing Business

Many contractors don’t have an official business, but perform jobs based on word of mouth, and friends of friends. Becoming a Conklin ID allows you to turn a side business, into a legitimate company. You might be surprised by how quickly an unknown contractor can increase their demand with a little help from Conklin. There’s so many untapped resources available to contractors throughout the United States, and the time is now to start capitalizing. Ways to expand your roofing business include:

  • Branding
  • Digital Marketing
  • Management Structure
  • Reputation Building

It would be a shame to waste a business opportunity with so much upside, and very little downside. Roofers should view their status as an Independent Distributor as “playing with house money.” If your business ends up failing, you risked very little in the process, and can resume your previous work. Conversely, if you end up succeeding, your business will grow at a considerable rate, and you’ll have access to resources that help you handle the increased demand and workload. Weighing risk vs. reward should help you arrive at the decision that best suits your vision.

A Roofing Community

Still not sold on the idea of becoming a Conklin Independent Distributor? If so, maybe a community of roofers will change your mind. By joining Roofer’s Guild, you will be part of a national group of roofing contractors that holds each other accountable, and assists its members in various tasks, including the process of becoming a Conklin ID. Learn from like-minded individuals, many of who were recently in your same position. There’s strength in numbers, and Roofer’s Guilds’ numbers keep increasing. Join our community today.

Aside from being a community, Roofer’s Guild is also a network. We have members from all across the United States who have come together for a common goal. With an understanding that the industry can be highly competitive, it’s encouraging to have a network of allies who can help you realize your vision. Since each member is working towards individual goals, the support created through membership allows roofers to compare and contrast their current situations, and offer insights that help one another thrive in their respective markets. Call (877) 282-8968 to join Roofer’s Guild today.