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.
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:
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.
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.