Blog

Apr '21

Roofing Advertising: 7 Ideas To Boost Your Company in 2024

Roofing advertising is an ever-shifting beast you must adapt to or get left in the dust. If your roofing advertising strategy stagnates, it’s time for a change.

At Roofer’s Guild, we consult with roofers daily to help them reach more customers through advertisements and other promotional materials.

7 Quick Advertising Ideas for Roofers

Simplify CTAs (Calls-To-Action)
Run Social Media Ads
Target Customer Pain Points
Include Reviews or Testimonials
Target Specific Locations
Optimize Your Landing Page
Diversify Your Platforms

The fact is that the way people view your ads changes almost every year. With new technological advances and changes in how people search for information online, advertising also shifts.

Now is the perfect time to evaluate your roofing advertising strategy and see where to improve.

In the following post, Roofer’s Guild will discuss the latest roofing advertising trends to help you stay ahead of the curve.

Strategy #1 – Simplify Calls-To-Action

Did you know that people who click on your roofing ad from a search engine are typically ready to spend money on your services?

Pay-per-click ads are usually a smart strategy for young roofing companies to gain traction in their local markets. However, if you are not making it easy for people to take action, you will likely lose out on leads.

You have to make it easy for qualified leads to schedule an appointment, get more information about your business, or learn more about your services.

For instance, you should make sure that your landing pages include:

A button people can click that takes them directly to an appointment form
The phone number of your roofing business
Your hours of operation
A map that shows your business location
Links to the services you offer

That will cover everything a qualified lead needs to know to move further along the sales funnel. A well-crafted landing page will make your PPC advertising dollars more effective and help you close more leads.

Strategy #2 – Social Media Advertising

Social media advertising isn’t anything new, but it’s worth mentioning in 2024 because it’s still a powerful advertising medium.

There are nearly 3 billion active Facebook users, making it one of the hottest places to advertise your company.

In addition to the vast pool of potential leads, roofing companies can zone in on a target demographic.

The great thing about Facebook and Instagram ads is that you can set specific parameters to ensure the people most likely need roofing services to see your ad.

You can target geographically by age, interests, and interactions with other platforms.

Social media advertising is also a great way to connect with your audience. They can be crafted in such a way as to relate to people who would be interested in roofing services.

Strategy #3 – Target Customer Pain Pints

To increase engagement, you must ensure that your ads speak to the needs of those who see them.

No matter what advertising platform you are operating on (even in print), it’s essential to convey to the viewer that you can solve a problem.

Going beyond that, you must also convey that you can cordially solve the problem. For instance, when someone needs a roof repaired, there’s simply no getting around it; the hole needs to be patched.

Most roofers can patch a hole, so you must ensure you convey to the customer that you can do the work more agreeably than your competition.

In the hypothetical case of the hole in the roof, there are two main points of emphasis that your ad should be hitting:

The Pain Point: Someone has a hole in their roof that needs to be fixed. Your ad’s first point of emphasis should be to convey to the customer that you can fix the hole.
The Differentiating Qualities: Next, your ad should highlight how your roof hole repair service is better than the competition – free estimates, prompt completion, 24/7 service, etc.

Of course, this is a formula you will want to follow for roof hole repair and any service you provide.

Strategy #4 – Include Reviews

Wherever possible, on your digital ads, include glowing customer reviews.

Why? For one thing, 88% of consumers feel that ads with customer reviews are more trustworthy than ads with none.

That’s a huge consumer pool that will be likelier to click through your ad if they see a good customer review.

These days, people trust online reviews as much, if not more, than word-of-mouth referrals. So, seeing how much more effective digital ads can be when they include a customer review is not shocking.

For your 2024 roofing ads, make sure that you leave space to have at least one customer testimonial.

Be careful not to let the review dominate the ad, however. Remember that your ad must still convey all the vital, actionable information that customers seek.

Strategy #5 – Go Hyper-Local

Unlike some other industries, roofing is a hyper-local market. You earn more trustworthiness when you market directly to your local consumers.

Homeowners and even commercial property owners want to work with someone they consider a part of the local community.

Both Google and Facebook ads allow roofing companies to target their reach to local consumers. It makes sense to cover your primary service areas while avoiding the urge to cover too much ground.

Remember that your conversion rate increases with hyper-local targeting, and your spending lowers.

However, it’s not enough to merely reside in your target market. You must prove your company’s local stature with hyper-local content and indicators.

For example, your Google Ad landing page should showcase recent jobs you’ve performed in the area and include customer reviews from other residents.

Strategy #6 – Optimize Your Landing Page

You can have the most creative ads with the most refined targeting and still fail to convert users because of a subpar landing page.

That’s why landing page optimization is one of the best advertising strategies for roofing companies in 2024.

The landing page is an extension of the ad and should match its tone, topic, and narrative.

Perhaps most importantly, the landing page should offer an exceptional user experience that encourages the user to complete the ad’s intended goal (i.e., quickly a form submission).

Other considerations for landing page optimization include mobile optimization (the ease with which mobile users can navigate the page), a prominent CTA (call-to-acton), and a demonstration of social proof (awards, badges, certifications, etc.)

Strategy #7 – Diversify Your Platforms

Facebook Ads became the most popular platform for roofing company ads in 2024.

However, beyond Facebook and Google Ads is an entire world of advertising opportunities for local roofers.

Learn How to Run Facebook Lead Ads

Consider emerging platforms like LinkedIn, which can be particularly useful for companies focusing on commercial roofing.

You might even consider hyper-visual ad platforms like Pinterest, which can pull users through compelling job site images and graphics.

Don’t forget about local advertising opportunities on Nextdoor, which can help you appeal to entire neighborhoods of potential customers.

Diversifying your ad impressions across multiple platforms insulates your company from shifts in any one algorithm or policy.

Work With Advertising Professionals

So, what’s the hottest roofing advertising tip for 2024? It’s the same as in previous years. If you are new to marketing your roofing company, it’s best to enlist the aid of professionals.

As your company enters the advertising world, our Roofer’s Guild stays rooted in optimization and reach principles. Be sure to consult with the leading experts in emerging ad trends and technologies (like AI) on various platforms.

A small investment in professional roofing advertising and marketing services can significantly increase your lead conversion rates.

At Roofer’s Guild, we specialize in helping roofers market their businesses. We only focus on roofing, so we are exceptionally qualified to help you win more customers. Contact us today to learn more.

Mar '21

10 (Fresh + Unique) SEO Tips for Roofers in 2024

If you found this article by searching for “SEO for roofers,” you already understand the fundamentals of Google search.

You searched Google for a topic and were delivered a relevant result that matches the intent of your query.

That, in essence, is the purpose of SEO. Now, you want to know how to apply it to your roofing business.

You may already know that SEO helps generate qualified roofing leads at a lower cost per acquisition than paid advertising.

But you want to learn more about how to actually “do SEO for roofers.”

And hopefully, you want to learn it from a collective of roofing industry experts rather than a self-proclaimed “SEO Guru” who has never walked a roof.

Check out Our Guide to Roofing Marketing

Does DIY SEO Actually Work?

Before we dive into our roofing-specific expertise on SEO, it’s vital to assess whether or not DIY or do-it-yourself SEO is worth your effort.

Let’s be clear: DIY SEO can work for roofers – if done correctly.

The best of the best are able to do multiple things. Take Michael Jordan, who won 6 championships in the NBA and was the best post-up guard, ball-handler, defender, and big-shot maker in the league.

He also stole 30 bases for a minor-league baseball team. Talk about multi-talented.

But not everyone is Michael Jordan, and most players (and business owners) make their money by being great at one thing.

Perhaps, most importantly, time is required to be great at something. Since you are already a great roofing professional, leaving the SEO to one of the top-rated companies might make sense.

That said, we are a community of roofing experts here to support you if you want to undertake DIY SEO.

Types of SEO for Roofing Companies

You can break SEO into two primary categories: organic SEO and Local SEO. Organic SEO refers to the traditional ten blue links on most search engines. In contrast, Local SEO deals with Local Map-Pack listings and Google Maps results.

Organic SEO: Traditional ten blue links on Google search results

Local SEO: Map-Pack listings and Google Maps results

Organic SEO and Local SEO influence one another, so roofers should invest in both variations. For example, a robust roofing company website makes your Google My Business listing more likely to rank higher. Similarly, a popular GMB listing can drive traffic to your primary website.

Organic SEO

Organic SEO was once the only way to rank on Google search results. Although many new SERP features have appeared on Google over the years, organic SEO remains integral to your overall optimization strategy.

Your goal is to rank on organic search results with your primary website. You want to rank for industry keywords, local keywords, and your brand.

Local SEO

Local SEO has grown steadily over the years and is perhaps the essential part of an SEO strategy for roofing companies. Map-Pack results appear on top of traditional organic results for most local queries, making your local optimization efforts crucial to online success.

Aside from proximity, relevance, and prominence, brand reputation is an essential Local SEO factor for roofing contractors.

Critical SEO Tips for Roofers in 2024

1) Choose an SEO-Friendly Domain Name

One of the most overlooked components of a successful SEO strategy is the roofer’s domain or web address. Many roofers operate under the false narrative that any domain can rank on Google.

While you can build a domain from scratch, it will take at least 12 months to start ranking for significant keywords (in most cases.)

Some companies have old domains that haven’t been worked on for years. Others have a live website but have failed to invest resources in an effective SEO strategy.

You can check your domain age by looking up the WHOIS information or checking with your registrar. Existing domains have a far better chance of ranking quickly, particularly if they possess the following qualities:

Age: Domains registered over a year or more ago rank better
Backlinks: Domains with an existing backlink profile rank better
Keywords: Domains with keywords in the web address rank better

How To Choose a Domain Name
Instant Domain Search

You can check domain age at whois.com

2) Create Helpful Content for Users

Another misnomer in the SEO industry is that content is king. There’s an idea that writing a bunch of content (or having ChatGPT do it) guarantees a high ranking for your website. This could not be further from the truth. In fact, thin content can have the opposite effect on your rankings.

300-word blog posts, for example, hurt roofing websites in most cases, especially when they cover topics already detailed throughout your website.

Another example of thin content is city pages or doorway pages that use the same headers and similar content to rank for multiple cities. When contractors mass-produce these types of landing pages, they dilute their site’s overall content quality and may restrict their crawl budget.

Producing higher-quality content less frequently is a better optimization strategy in 2024.

Well-written content helps rankings, but thin, low-quality content hurts them

3) Build Local Links

Roofing companies get caught up in follow vs. nofollow links when the more critical distinction concerns location. A nofollow link from a local directory is more valuable than a follow link from a furniture website in Boise, Idaho. Industry-related links for roofers are also beneficial.

Google doesn’t expect local roofing websites to have national links from Forbes and USA Today, but they value links from local chambers of commerce and other reputable institutions. For example, a link from a regional roofing directory is far more relevant than a random citation on an unrelated national platform.

Local and industry links instill trust in your website

4) Invest in Google Map 3-Pack Rankings

Ranking for organic terms is excellent, but the local map pack gets the most clicks. Local roofers should focus on ranking within the Map 3-Pack and present the best possible Google My Business listing with reviews.

Since prospects can compare your company against others in the area, most of the conversion process happens directly on the SERP.

Google’s Local Map algorithm considers proximity, relevance, and prominence. You can’t influence proximity unless you move your address.

Relevance considers your company name and category with the searcher’s intent. On the other hand, prominence looks at your reviews and reputation, along with your attached website URL.

Google Map 3-Pack rankings generate the most local traffic

5) Ensure an Optimal User Experience

Since SEO is a form of marketing, some roofers get caught up with the result and lose sight of the process. The ultimate goal is to facilitate a great user experience for website visitors, which is SEO.

Consider things like site speed, navigation, internal linking, and the most obvious need for quality content.

Although Google says bounce rate does not impact SEO, you can be sure that user experience (however defined) influences rankings.

Search engines aim to provide the best results to their users, and your website must hold up its end of the bargain by providing a satisfactory experience.

Websites with strong performance enhance user experience

6) Create Pages for Each Roofing Service

Some roofers try to rank for all their services on a single page. Here’s some advice: bullet points won’t do the trick. You can’t include TPO roofing as a bullet point on your homepage and expect to rank for the keyword.

Instead, you should create the bullet point and a separate TPO roofing service page. It would be best if you linked to the service page from the homepage so that Google crawls the URL more easily.

It’s vital to publish unique content on each service page, as using duplicate content can lower your overall quality and appear as spam.

Search engines prioritize pages with the most narrow intent, meaning a page about TPO roofing will outrank a general page that merely mentions the term.

Breaking your services into individual pages helps them rank higher

7) Understand The Limitations of Keyword Research

SEO professionals used to rely primarily on tools like SEMRush for keyword volume, but we learn each year that many keywords fall through the cracks, especially in terms of volume.

Local keywords may have a much more extensive search volume than such tools indicate. It’s best to use your Google Search Console data to monitor queries, impressions, and clicks and cater your content to those keywords.

Another factor to consider is user intent. For example, a search query like epdm roofing may imply multiple intents, including information and commercial (transactional).

Long-tail queries like epdm roofing services clarify that the intent is commercial. You can also use lesser-known keyword tools like Answer The Public to gain new insights.

Queries with location modifiers may have a higher volume than keyword tools indicate

8) Incorporate YouTube Videos on Your Website

Text-based content remains essential for rankings, but multimedia is vital for engagement. Pages with video, audio, and images foster higher engagement than those without such elements.

Video, in particular, can keep visitors on your website longer, create familiarity with your company, and increase conversion rates.

You don’t have to host videos directly on your website, as they will take up a lot of space and may slow down your site speed.

Instead, upload a video to YouTube and embed it onto your homepage, service pages, and blog posts for the ultimate effect.

On-page multimedia can increase user engagement

9) Establish a Roofing Brand on Google

One of Google’s primary jobs is to weed out spam websites from their search results. When Google showcases brands to its users, it wants to ensure, at the very least, that the user is dealing with a legitimate roofing company.

So, how does Google determine what a brand is?

Consider things like your staff and equipment’s unique photos, a robust about us page explaining your company vision, and clear and accurate contact information throughout your website.

Each of these things helps establish your roofing company as a brand, which helps with SEO in 2024.

Unique staff images help establish your brand

10) Request Customer Reviews

As a roofing company, your SEO efforts work faster when you can earn customer reviews on Google and other credible platforms. Receiving regular reviews on your Google Business Profile, in particular, can have an immediate impact on your Local 3-Pack rankings.

You should consider automating review requests through a software application to increase engagement with recent customers. However, this tactic should not replace the act of asking for reviews in person.

Combining automated requests (through text and email) and a friendly in-person request will move the needle in favor of your Google reviews.

Google My Business Reviews For Houston-TX Roofer

Check out The Best Roofing CRMs for a Software-Driven Solution

(Bonus Tip) Boost Conversions With Strategic CTAs

SEO services aim to bring in more sales for your roofing company. The best way to convert your traffic is to implement engaging calls-to-action (CTAs) throughout your website.

Your site’s header is a great place to showcase your company’s phone number, while the middle part of the homepage is ideal for a contact form.

Be sure to create urgency around your CTAs with phrases like Free Estimate or First Time Discount. Remember, search engine optimization generates high-quality leads for your roofing business.

Showcase CTAs with urgency

What’s The Next Step?

If you need help implementing strategies shown on this list, reach out to Roofer’s Guild today. Our team of marketing experts can optimize your business on search engines like Google and help you convert traffic into sales.

If you want to continue reading more about SEO for roofers, marketing, and other business strategies, feel free to browse our helpful marketing resources. We continually publish new content to help roofing companies thrive in the digital age.

Feb '20

How Much Weight Can a Concrete Roof Support?

When considering roofing materials, there are a lot of factors to take into consideration. Durability, cost, and a litany of other things can impact which material you go with for your residential or commercial roof. But weight capacity is another important one.

Some mistakenly believe that concrete roofs are endlessly sturdy, regardless of contributing factors. That is not the case. In the following article, Roofer’s Guild explores the nuances of this topic.

How Much Weight Can a Concrete Roof Support (Cover)

Key Takeaway

A concrete roof can support about 1,200 pounds per square foot. However, variables like thickness, reinforcements, and installation quality all contribute to its maximum capacity.

How Much Weight Can a Concrete Roof Hold Per Square Foot?

While the answer to this question can vary greatly on several factors within the concrete itself, a good rule of thumb is around 1,200 pounds per square foot, depending on the thickness of the concrete and whether or not it has any reinforcements.

A common mistake is that amateur roofers just assume that concrete is impossibly strong, but it has weight restrictions just like any other material.

Reinforcing the Roof

With newer installations, this is likely a common practice performed by the roofer doing the job. But in older homes, the question of weight support becomes irrelevant if it is quite old or has experienced a lot of damage.

While a complete replacement is the most ideal of scenarios, the cost of a new roof is often not so realistic.

That is where reinforcing the roof can help get a longer life out of your roof while implementing a fast, quick repair and reinforcement that will keep the structural integrity of the roof sound for some time.

Again, it is highly recommended that you get a new roof wherever you can. Still, there are a couple of ways to reinforce your roof to give it a little boost in terms of life span.

Addressing Repairs with Patching

If the deterioration or damage to your concrete roof isn’t terribly bad, it can be patched to extend its life a little longer.

But if you are implementing extensive patchwork, it is important to note that you should not assume that it can take on a proper load and will never be able to handle the maximum weight.

The condition and age of the roof are essential factors for determining the amount of weight it can support so that you or a roofing contractor can safely traverse the roof.

Strengthening Existing Trusses

This is a way to add durability to your roof. By using 2×4s, you simply combine them with any existing trusses that may be in place from one end of the structure to the next. This can allow for extra stability.

However, this is not meant to be a long-term solution if the roof is showing signs of wear and deterioration.

Exercise caution whenever getting on the roof and understand that this is just prolonging the eventual replacement of the roof entirely.

Signs That the Roof is Failing

While not every roofing structure will provide clear warning signs, the question of weight support becomes moot once the damage is obvious.

Existing damage makes traversing the roof unsafe and a serious hazard.

There are definitely a few things to keep an eye out for regarding the condition of your roof and whether or not there may be issues currently occurring.

Leaks

The biggest issue plaguing roofing systems, concrete roofs, too, is in the form of leaks. If you see multiple wet spots in your ceiling or moisture retained on the roof, it is a strong sign that the roof has a weak spot that can lead to bigger issues.

Leaks are a huge issue not only for the roofing system itself but for the structural integrity of the rest of the building.

If that water is allowed to persist, it has the chance to rot and decay wood that could provide structural support and lead to mold growth, making it a hazard to the air quality in the building.

Cracks

Cracks are a clear indication that there may be problems with your roof. This can mean that stress is being implemented onto the roof and spreading outward in other directions.

This can lead to serious problems with your concrete roof, making it structurally vulnerable and making it unsafe to be near.

Small cracks are not a terribly big idea, but calling in a proper roofing contractor to survey the scene and understand the situation will allow you to stay ahead of any potentially disastrous situations.

It is always better to exercise caution in scenarios such as these.

Other Weight Considerations for Concrete Roofs

So many factors determine “how much weight can a concrete roof support” that it isn’t a black-and-white question.

A concrete roof can safely support around 1,200 pounds (0.54 t) per square foot when completely healthy and showing no signs of wear and tear.

But that figure can drop exponentially when leaks, cracking, chipping, and other damage rears their ugly head. If you see areas of your concrete roof that look concerning, the safest bet is to avoid stepping in those areas and leave it to the professionals.

Your concrete roof can stand up to a lot and prove to be a durable choice in roofing material, but it is certainly not immune to its own issues. You can consult this roof load calculator if you are worried about snow.

Final Thoughts

A concrete roof can typically support about 1,200 pounds per square foot. However, variables like thickness, reinforcements, and the quality of installation can all alter that general threshold.

Roofing contractors and property owners can both take measures to maximize the concrete roof’s weight capacity, including performing repairs, adding reinforcements, and strengthening the trusses.

Nov '19

Common Causes of a Loud Banging Noise on The Roof

Loud banging noises from the roof are unsettling, especially at night. It’s easy for your mind to wander to the worst-case scenarios, such as severe structural issues. However, in most cases, the source of the noise is actually less severe.

Either way, it’s worth diagnosing the culprit for your peace of mind and to ensure your roof’s functionality today and into the future. In the following post, Roofer’s Guild will outline some of the common causes of a loud banging noise on the roof.

Key Takeaways

The loud banging noise on the roof is typically caused by thermal shock, which is most common during winter when rapid temperature fluctuations cause a sudden release of tension in the roofing materials.

The noise is not always a cause for alarm. However, a professional roof inspection can diagnose a potentially dangerous cause, such as snow buildup or ice dams.

1) Thermal Shock

The winter months cause tension between your warm attic and the cold air. Meanwhile, various roofing materials (wood, metal, plywood, etc.) expand and contract at different rates, leading to thermal shock.

The popping sound itself normally comes from nails slipping under shifting wood members when they can no longer hold the tension. The attic amplifies this slip into a loud bang.

2) Loose Gutters

If the loud noise occurs during windstorms, the culprit is most likely to be a mechanical issue, likely with your gutters. This is especially true if the noise is louder near the corners of your property.

For example, a loose gutter bracket empowers the wind to lift the gutter and slam it back against the fascia board, generating a hollow thud that can echo through the rafters.

3) Tree Branches

Extended tree branches can reach the roof deck during windstorms, even if they don’t appear close enough during calm weather days.

The sound of an oak tree or a pine branch hitting your roof deck is extremely loud, like a sledgehammer. When trees are the cause, it’s best to contact a professional tree trimmer or arborist.

4) Animals

If the banging sound is rhythmic or is followed by a scratching noise, the culprit is most likely an animal, such as a squirrel, opossum, or raccoon.

Squirrels can also generate this sound by dropping walnuts or pine cones onto your roof from overhanging branches.

5) Ductwork

Properties with an attic furnace or rooftop AC unit have another possible suspect for the loud banging noise, as duct walls can expand and contract, generating a metallic pop or bang loud enough to wake a deep sleeper.

This phenomenon is sometimes referred to as oil canning and is normally resolved by a professional adding V-crimps to the flat side of the duct or attaching angled metal across the flat span.

Investigating The Cause of a Roof Banging Noise

While you should never go onto your roof because of the grave danger it presents, there are ways you can investigate the noise without putting yourself at risk.

Weather Monitoring

Identify the weather conditions that overlap with the noise, if one exists. It’s often windstorms that foster these sounds, but there are also cases where they occur only with sunlight or at night.

Attic Test

If you are comfortable going up to your attic, bring a flashlight. You are looking for any rays of sunlight peeking into your attic, which indicates the presence of holes.

The attic is also a place where you will notice evidence of animal activity, such as finding nests.

Shiner Check

Observe your roof from the ground and look for any exposed silver nails, called shiners. You can also keep an eye out for loose shingles.

Depiction of Roof Expansion and Contraction During Winter

Next Steps if You Can’t Diagnose Loud Banging Noises from Roof

While the banging noise might be alarming or frustrating, it is fairly common in colder regions of the country, especially with asphalt shingle or metal roofs.

If you cannot identify the culprit of the loud banging noise, it’s best to contact a professional roofing company for an inspection.

In many cases, it will not require a roof replacement or an expensive repair. However, there are less common cases in which snow or an ice dam is causing consistent creaking noises on your roof.

Snow or ice dams can put your roof, your property, and its occupants in danger and would qualify as an emergency roof repair situation.

Nov '19

Hail Size Roof Damage Chart

When a storm rolls through your town, there are a lot of things that can do damage. Heavy winds are the usual culprit, but hail is another type of storm that can do significant damage. The most recent annual data estimates over 3,700 hail storms in the United States.

After these storms, it’s handy to have a hail size roof damage chart at your disposal, like the one below:

Key Takeaway

Any hail larger than a ½ inch can damage a roof, meaning ¾-inch to 1-inch hail (quarter size) and 1 ¾-inch to 4 ½-inch hail (golf ball size) should prompt a call to your insurance company.

Assessing Roof Hail Damage by Size

When hail grows in size, you can be concerned about things like your car or, even worse, your roof. The costs can be heavy when there is damage to your roof. Even minor damage can cost thousands of dollars, and most of us do not have that kind of money lying around.

They say they are there for us when disaster strikes, but most insurance companies will find any reason not to pay out a claim. After all, it is how they strengthen their bottom line.

When hail becomes a concern, it can help to know what size hail can damage your roof. Again, not all hail is worth worrying about, but when those bigger chunks begin to hit, you can wonder what to do. Inspecting your own roof is dangerous, and you may not know what to look for.

Most people won’t be able to manually measure hail during a storm, so you can estimate using common identifiers like “golf ball size” and “marble size.”

Understanding which hail sizes can damage your roof gives you a good idea of when to call in an inspector to check for damage on your roof. Here are a few of the most common hail sizes that damage roofs nationwide.

¼-inch Hail (Pea-sized Hail)

Milder hailstorms generally produce this size of hail, but only for a few minutes at a time before it shifts over to steadier rainfall. When dealing with this size of hail, a roof can often fair pretty well.

Use some common sense and judgment before jumping to any conclusions.If you have an older roof with existing damage, pea-sized hail could exacerbate the present damage. Be aware of the condition of your roof before judging whether it needs an inspection after a hailstorm.

½-inch Hail (Marble-sized Hail)

Marble-sized hail can also fall into the safe zone when it comes to hail, meaning it generally doesn’t cause damage to roofs that don’t already have substantial damage.

Remember that hail is produced by updrafts of wind that shoot raindrops higher into the atmosphere. It freezes when it gets higher into the atmosphere and then falls back to Earth.

When you have more extreme winds, the hailstones will generally be larger. While the quarter-inch-sized hailstones might not be of much concern, exercise caution and common sense again.

If you have any thoughts that there might be damage to your roof, call in an inspector immediately.

¾-inch to 1-inch Hail (Dime to Quarter-sized Hail)

You should call an inspector immediately when you see hailstones larger than the ½-inch described above. Finding a reputable local roofer is a great place to start, and you also need to make sure that you place a call to your insurance agent.

Hail this size generally damages roofs in the form of dents and cracks, though in some cases, it can definitely cause greater damage.

Do not leave this unaddressed. As expensive as it can be, if you leave the damage unaddressed, it could become a more expensive, extensive, and potentially dangerous condition to live in.

In any event, you must talk to your insurance agent immediately. Knowing what your policy covers and what might be paid for can help you determine your budget and which contractor to use.

Part of the headache of dealing with damage to your roof is dealing with the insurance company; try to get that duck in a row as soon as possible.

Once hail size approaches 1 inch, you will most certainly have roofing damage of some form. It’s important to contact your insurance company as soon as possible.

1 ¾-inch to 4 ½-inch Hail (Golf Ball-sized Hail)

While not an uncommon hail-size range, golf ball-sized hail can still substantially damage your roof, car, and home. Like with dime-size hail, you should contact your insurance agent by phone to discuss your options.

Agents might send a roofer to determine the overall damage before proceeding. Your policy may cover a portion of the damage your roof sustained.

Hail can be a nasty beast, even if it only occasionally rears its ugly head. Whenever there is hail in your area, you must assess the size of the hailstones first and foremost. Under ¾-inch, you are probably fine unless your roof already has substantial damage and age.

Anything larger than 1/2 inch should prompt you to discuss the next step with your insurance agent and find a roofing contractor to inspect your roof.

The Bottom Line for Roofs With Hail Damage

Being calm and knowing the steps to take when a hailstorm hits your area can make all the difference in the world when trying to get the necessary repairs done.

The key is not to panic and not jump to conclusions. Make sure that you take all of the proper steps so that you can not only get your roof repaired but get it done in a cost-effective way.

Because hail damage leads are often hot items for roofers, cities recently hit by storms will be ripe with them. Be aware of whom you’re dealing with.

If you are unsure whether or not your roof was damaged by a hail storm, getting an inspection is the best option. Even if the hail is around 1/2 inch in size, it can exacerbate existing problems with the roofing system.

When hail is larger than 1/2 inch, including quarter and golf ball size, your roof is almost certainly in danger. The more quickly you address damage from hail storms, the less future complications arise.

Sep '19

Roof Coating vs. Replacement: What’s The Practical Choice?

Key Takeaway

Roof coatings are frequently a superior choice to replacements because of affordability, energy efficiency, and extended longevity.

A roof coating vs. replacement, What’s the more practical choice in 2023?

It’s one of the most frustrating situations to find yourself needing an early roof replacement for your building. The unforeseen expense can send budgets flying out of control! Of course, this sort of project also creates interruptions that many businesses simply can’t afford.

What if you could skip all this hassle?

In the following post, Roofer’s Guild discusses the enormous savings potential of commercial roof coatings. The restoration process offers a more convenient way to handle long-term degradation and extend the life of your current system.

If your business is facing commercial roof replacement soon, be sure to read through the post.

Helpful Tips for Building Owners

A coating (i.e., roof restoration) is generally much cheaper than a complete replacement.
Coatings provide a lucrative means of saving electricity in your building.
The added protection also extends the life of your roof and reduces maintenance requirements.

What are Commercial Roof Coatings?

While relatively new to the industry, commercial roof coatings have slowly become a favorite solution among businesses throughout the United States. Available in both brush-applied and sprayed forms, they cover the rooftop’s surface to create a seamless layer of protection against the elements.

Rooftop coatings were designed to address a rising tide of premature roof failures, especially among flat systems. While they had a rocky start with mixed results, commercial roof coatings matured and became a dependable solution.

Now thousands of business owners and building managers depend on these restorative coatings to preserve their rooftops.

Why Choose a Roof Coating?

Let’s say a building relies on a fairly dependable but aging TPO rooftop. Prolonged exposure to ultraviolet light, wind, and ponding water leaves the membrane cracked and scarred. You know what happens next! Leaks slowly develop in the seams and damaged areas, and moisture seeps into the building below. The building owner and/or manager face a serious dilemma:

Should the roof be repaired or replaced?

Repairs cost less but generally leave the building vulnerable to problems a few years later. Then again, an early replacement is an even less attractive option. Who wants to spend tens of thousands of dollars to replace a roof long before its projected end of life? This leads us to a middle-ground solution that takes a more aggressive path than repairs but costs far less than replacement.

Benefits of Roof Coatings

One of the most underrated benefits of coatings is their rejuvenating properties for your roofing system. The fluid carefully slips into cracks and marred areas of the rooftop surface, sealing them against further moisture invasion.

While there are limits to the number of damage coatings can mend, they do a fantastic job of fixing minor degradation on the rooftop! You don’t have to wait until long-term damage puts your roof on the brink. A solid, seamless coating also benefits newer rooftops.

Restoration Falls on the Repair Side of the Repair vs Replacement Spectrum

If your current system was installed with many seams, a thick new top layer would preserve those seams against leaks.

Coatings and Energy Efficiency

Cool roofing refers to any roofing system or solution that reduces the surface temperature of a building’s rooftop, preventing heat gain during peak sunlight hours. By incorporating highly reflective commercial roof coatings, business owners can transform a heat-sponging flat roof solution (such as EPDM) into a highly energy-efficient system. What does that mean for companies in the real world?

A cool roof coating saves hundreds, maybe thousands of dollars in air conditioning costs each year.

Whether you depend on a black-top roof or a fading lighter color, commercial roof coatings offer a fantastic defense against preventable heat gain. For those looking to reap the maximum energy benefits from the restoration process, both polyurethane and urethane-modified acrylics offer impressive benefits for your roof’s solar reflectance rating!

Chemical Resistance for Your Rooftop

Corrosion claims countless rooftops every year. Rainwater naturally causes rust in some metal systems, gradually eating away at their lifespan. Not only does the right coating cover this unsightly corrosion, but it also protects the rooftop from further decay. Industry specialists almost always recommend protective coatings for new commercial metal roofs.

Not every chemical threat comes from a natural source. Industrial companies sometimes vent byproducts harmful to their roofing system. Many turn to flexible, elastomeric coatings to shield their expansive rooftops from the synthetic corrosion and warping that would otherwise damage each system.

As an added bonus, some commercial roof coatings (such as polyurethane) provide additional protection against mechanical trauma from foot traffic and scraping hardware.

Equipment Edges Protected by Commercial Roof Coatings

Coatings offer great protection for areas traditionally vulnerable to leaks. As a result, leak protection is a major consideration when it comes to roof coating vs. replacement.

Find Your Commercial Coating Expert

Whether you choose coating or replacement, hiring the best roofing contractor is critical. Take your time finding the best roofing company in your area, especially one specializing in commercial roof coatings.

Check their reviews on Google Business Profile, Yelp, and other trusted reputation platforms. Furthermore, check out their company website for any images from previous commercial roof coatings.

Jul '19

How to Promote Metal Roofing (Ads, Marketing, Etc.)

Metal roofing represents a fantastic, often lucrative opportunity for companies across the United States.

Despite their high-ticket earnings potential, many roofing contractors simply don’t know how to promote these efficient roofing materials.

Some waste money on traditional advertising activities, while others experience zero results from their online marketing efforts.

Instead of throwing your hands up in the air and doubling down on shingles, why not develop your own low-cost, high-reward strategy for metal roofing?

The following guide outlines how to promote metal roofing in 2025 using marketing and advertising.

Our guide dives into roofing marketing channels like SEO and PPC, which can produce metal roofing leads for your business.

A Quick Disclaimer

Google Search acts as a starting point for billions of consumer inquiries, including those regarding metal roof installations. Our recommendations depend upon a well-crafted website optimized for search.

If your website is performing poorly, or you don’t know how well your site is generating leads, consult a digital marketing professional before taking on these new activities.

The 4 Types of Micro-Moments Help Explain the Stages of Metal Roofing Interest.

Source: Google

Understanding the Buyer Interest Cycle

Google defines four key categories that most consumer searches fall into.

These “micro-moments” describe the user intent behind the Google searches:

“I Want to Know”
“I Want to Go”
“I Want to Do”
“I Want to Buy”

The first and the last types of micro-moments are the ones we are most interested in for metal roofing promotions.

The others provide useful insights for your roofer SEO (search engine optimization), but that’s for another day’s discussion.

“I want to know” moments mostly relate to topical research when homeowners or businesses first begin their search for roof replacement options.

“I want to buy” moments, on the other hand, involve searches with heavy purchase intent.

The most successful roofing contractors know how to pursue leads in each stage and in between.

Early Stage Metal Roofing Promotion – Developing Interest

Indirect Topic Promotion Through Content Marketing

In the early stages of interest, future customers may not even be looking for a roof replacement. In fact, they might even have their mind on the subject at all.

At this stage, we’re simply sowing seeds that may or may not mature into new leads down the road.

In a way, roofers are actually promoting the topic of metal roofing rather than their own brands.

In other words, early-stage promotion falls into the realm of content marketing.

For example, energy efficiency provides the perfect introductory topic for metal roofing.

Metal Roofing Mentioned in a LEED Building Article

If your business hasn’t tried content marketing yet, it’s worth experimenting with.

Not only does it have value for your roofing SEO performance, but content marketing also requires negligible monetary investment on your company’s part.

Where to Invest Your Time (Plus Benefits)

Research and Data Studies – Original research and data studies to attract backlinks for SEO
Facebook Posts – promote popular stories with Facebook Ads later
Instagram Stories – share pictures of your latest metal roofing projects
YouTube Videos – explain the differences between types of roofing

Remember, content marketing doesn’t mean you never take the chance to promote your brand.

In fact, every Facebook post and YouTube video should link back to your website, where potential leads can move further through the buying funnel.

Of course, there are some more direct ways to promote metal roofing installation.

Direct Promotion via Website Content

As always, your greatest online marketing tool isn’t your Facebook Business account or paid ads. It’s your website.

Almost every digital marketing activity begins and ends with your company website. Ensuring that your site ranks well and continues to earn leads is the entire point behind SEO for roofers.

After Google’s Helpful Content Update, unique and original website content performs well on search results.

Direct Topic Promotion in Website Blog Post

Dig deep into the roofing category you’re trying to promote. Discuss what you love most about metal roofing and which brands provide the best value.

Just focus on providing valuable, insightful content that proves why homeowners (and businesses) should be interested.

Of course, your website has many ways to promote metal roofing.

Top Promotional Activities

Embedded YouTube Videos
Infographics
Links to Related Consumer Publications
Research and Data Studies (i.e., blog posts)

Videos and other rich visual media typically provide the best results. They make the benefits of metal roofing feel more real than plain text.

These resources also make for great social media content later on.

Make such a strong impression that your company name automatically gets on a potential client’s list when they are ready to start the purchase process.

Late Stage Metal Roofing Promotion – Buying Intent

Earlier, we discussed the four key micro-moments consumers experience when searching online. We’ve talked about the first research-oriented moment.

Now we’re moving on to “I want to buy.” Consumers and businesses in this category have the highest levels of purchase intent, which is why roofing contractors struggle so fiercely to earn their attention.

If your business wants to thrive in the online marketplace, you’ll need to know how to capitalize on this user intent.

If you want to dominate in the “I want to buy” category, you’ll need to master three critical areas:

Organic Search Optimization
Paid Search Campaigns
Citations & Reputation Management

Few listings earn such incredible traffic as Local 3-Packs. Best of all, the conversion rate is high because of your associated reviews.

Search Engine Optimization: Local Results

We’ve already discussed how important website optimization is for your long-term success. But what does an optimized website even look like?

Many metal roofers can benefit from hiring from one of the best roofing SEO companies. For roofers, website design elements include the company logo, calls to action, and navigation menu.

Don’t forget about the content within the pages themselves that drive results. You’ll need to ensure your pages are keyword-optimized to capture the best results for metal roofing prospects.

How to Optimize Content Keywords

Include local city and state additions to your focus keyword.
Sprinkle variations of your focus keywords throughout the pages.
Mention related roofing topics.
Don’t stuff your page with too many keywords.
Include related phrases in your image attributes.

Be sure all your service pages are neatly tucked under a handful of primary service categories.

After all, you don’t want people to skip your website because they can’t find your standing seam metal roofing page beneath the green roofing services.

Search Adverts for Metal Roofing: Paid Results

As you can imagine, the competition for metal roofing installation is extremely fierce regarding local Google results.

Organic (unpaid) keyword results can be challenging to come by, especially from brand-new roofing contractors. That’s why many companies choose to skip the competition through paid Google Ads.

These campaigns allow roofers to advertise their metal roofing services within a specified geographical radius, your service area.

These ads have several alluring advantages over traditional advertising.

They typically get top placement on Google results pages.
Roofers only pay when people click on their ads.
They come with contact information for the company.
The ads run on a strict budget they won’t ignore.

If your business only recently launched a website for the first time, Google’s paid ads offer a simple way to generate leads quickly.

Many roofing contractors experience a double return on their investment, something not every marketing service can offer.

While roofers should ultimately look to earn most of their business through organic search, paid ads are still a fantastic option for capturing buy-ready consumers.

Business Listings & Quality Reviews: Natural Results

At Roofers Guild, we’ve discussed how consumer perception can be improved by showcasing your company’s experience, authority, and trustworthiness.

That’s why large roofing companies advertise their OSHA safety standard compliance and other credentials.

The most essential indicator of trustworthiness, however, is client reviews. People trust online reviews almost as much as they trust recommendations from friends or family members.

Where to Collect Reviews

Google Reviews
Facebook
Better Business Bureau
Yelp
Angi’
HomeAdvisor

These days, Google rewards broad collections from a variety of review sources. In other words, if all your reviews come in through Angie’s List (or even Google Reviews), they probably won’t have the impact you’d hoped for.

Try using a dependable WordPress widget to collect them all into your website for the best results. Ensure your roofing company is listed in Google My Business and as many other free citation sources as possible.

Closing Notes on Metal Roofing Promotion

Roofers rely on a wide variety of lead-generating activities for their ongoing growth. With so many consumers and businesses using Google Search and other engines to find their essential services, it only makes sense to pursue these leads online.

Learning the basics behind search engine optimization and paid ads is imperative. You can use these principles for metal roofing or any other one of your services.

If you have any questions about how to promote metal roofing or your business in general, talk with one of our experts at Roofer’s Guild.

Jul '18

How To Get Hail Damage Roofing Storm Leads

Getting hail damage roofing leads is really about speed and data. Homeowners hit by hail typically choose the first reputable roofer who shows them images of their hail-ridden shingles.

Becoming that initial contact involves a series of steps that include leveraging technology, canvassing, and building trust through digital marketing.

After securing one hail damage repair or replacement, it becomes easier to expand throughout the neighborhood using the cloverleaf method of knocking on doors and putting up QR-code featured yard signs.

If this all sounds overwhelming, have no fear. The following guide outlines the specifics of how to generate hail damage roofing leads.

The First 24 Hours

As a roofing contractor, it’s not good enough to turn on the weather channel after a hailstorm and make determinations about your target areas. You must use modern weather-tracking software, such as Hail Trace and Interactive Hail Maps, to pinpoint the neighborhoods hardest hit by the storm.

Hours 0-24 are everything in this business, which means dispatching your canvassers to purple zones (the hardest-hit areas) immediately after the storm. You can use a CRM like KnockBase to overlay maps.

With stricter insurance adjusters, producing a high-res photo of the home’s hail-stricken shingle is far more likely to close a deal than a verbal “that looks bad.”

You can also run hyper-targeted Meta Ads (Facebook and Instagram) within a 3-mile radius of the storm damage to supplement and reinforce your physical presence.

Strategy	How Fast	What It Costs	How Many Close
Door-to-Door Canvassing	Right Now	Low (Just labor)	High (Face-to-face builds trust)
Local Services Ads	Fast	High (Pay per call)	Medium/High
Facebook Ads	Medium	Moderate	Medium (Not actively searching)
SEO/Your Website	Slow	Low (Pays off long-term)	High (They trust you already)

Leveraging Trust With Digital Marketing

Roofing companies with an existing digital presence in their service area (especially through Local SEO) get a head start on competitors during hailstorms. The same is true of roofers with established community ties through networking and sponsorships.

However, Local SEO (and community networking such as sponsorships) is not something you can integrate in days or weeks. If you don’t already have that presence, your next chance to benefit from it will be a future hailstorm.

Still, there are other digital marketing avenues you can take to strengthen your chances, such as Local Service Ads (LSA), which feature the Google Guaranteed badge, a significant sign of trust.

LSA ads require a background check, which helps weed out shady stormchasers and instills trust in your roofing business. LSA ads use a pay-per-lead model and can target the zip codes hit by the storm.

Roofer's Guild Hail Damage Leads Keys For Contractors

Pro Tip: The Free Inspection Advantage

Homeowners are not eager to talk or think about spending a bunch of money after a hailstorm, even though most are willing to do so.

Considering this, offering a free or complimentary post-storm inspection is the best entry point for the eventual sale.

The inspection offer is a soft pitch that homeowners are far more receptive to than a hard sell. Citing neighbors whose roofers you’ve already inspected can be another great entry point to the conversation.

Final Verdict on Hail Damage Leads

Securing hail damage roofing leads after a storm boils down to data, speed, and reputation. Every resource spent outside of the hyper-targeted area costs you potential customers.

Roofers with an established local presence (through SEO and branding) have an advantage when storms hit the community. But it is those who use modern technology, such as weather-tracking software and high-resolution roof imaging, who convert the most prospects.

Hours 0-24 are most crucial, as those are the hours in which homeowners formulate a perception of roofing companies. In this context, avoiding hard sales tactics works best as people are naturally on high alert for stormchasers.

Ultimately, securing your initial hail damage roofing job opens the floodgates for neighboring homes and can even expand to a 3-mile radius. Leveraging your work to strengthen your Local SEO presence through reviews and social proof can position you to capture even more hail damage leads in the next storm.

Jun '18

Becoming a Conklin Independent Distributor (Full Guide)

A Conklin Independent Distributor is a contractor who partners with Conklin to sell their products to consumers. By leveraging Conklin’s established brand equity and industry-respected products, self-employed roofers can grow their own businesses more effectively.

Steps to Becoming a Conklin Independent Distributor

1) Find a Sponsor
2) Choose an Account Type
3) Select an Enrollment Package
4) Complete the Distributor Agreement

Conklin Independent Distributor Guide (Cover)

How to Become a Conklin ID

Becoming a Conklin Independent Distributor is a multi-step process. Check out the details below:

Step 1: Find a Sponsor

Sponsors are essential to your success as a Conklin ID, as they can lend experience and expertise to help you navigate the challenges of the industry.

Visit https://www.conklin.com/conklindistributor/signup/index/, where you can find available sponsors by zip code, name, email, and distributor ID.

You may also connect with sponsors at conferences or through digital channels like social media.

Step 2: Choose an Account Type

Conklin offers accounts for both distributors and customers. To become an ID, you’ll want to choose the “Distributor” account package.

This package is for contractors who plan to:

Promote and Sell Conklin Products
Develop a Client Base
Assist Other Conklin Independent Distributors

Step 3: Select an Enrollment Package

Conklin offers seven enrollment packages for you to choose from. The “Standard Contractor” package is among the least expensive.

Check them out below:

Platinum Contractor Wholesale – ($3,999)
Premier Wholesale – ($2,499)
Standard Wholesale – ($1,999)
Premier Contractor ($1,399)
Premier Grower ($1,399)
Animal Products Package ($999)
Conklin Business Seminar ($999)
Standard Contractor ($999)
Standard Grower ($999)
Vehicle Products Package ($999)

Step 4: Complete the Distributor Agreement

You will then be prompted to complete a Distributor Agreement in which you will enter your personal information, including your name, address, social security number, and any tax exemptions.

After completing the form, you are brought to a checkout page where you can complete the process.

Benefits of Conklin Distribution

You might wonder why roofers choose to become Conklin distributors in the first place.. Below are the key components of Conklin Independent Distributors:

Direct Sales: IDs can sell Conklin products through multiple channels, both in-person and digital
Commissions: IDs can earn a percentage of generated sales and potentially bonuses and incentives
Flexibility: IDs can choose their sales and marketing techniques and hours of operation
Support: IDs receive detailed training, promotional materials, and access to a network of distributors

Maximizing Your Conklin Business

Many small-scale roofers would like to grow their businesses 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.

Establish a Service Area

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.

Sales and Marketing Strategies

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 are 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.

Final Thoughts

Becoming a Conklin Independent Distributor can boost your business. By leveraging the Conklin brand and gaining accountability, you can reach goals that were otherwise improbable.

To learn more about Conklin and its ID program, we encourage you to visit: https://www.conklin.com/conklindistributor/signup/