Category Archives: Lead Generation

5 Methods to Generate Roofing Leads in Denver, CO

Denver Roofing Leads

As a roofing company based in Denver, Colorado, your goal is to generate roofing leads

Most companies invest in some online presence, whether SEO, PPC, or Facebook Ads, to get more prospective customers.

But every one of your competitors is doing something too, so standing out becomes a challenge.

The more leads you have, the more able you will be to get through the slow months. And in Denver, the quiet months could feel like years. 

Generating leads is one of the most important and challenging things to do in 2021. If you feel that you have tapped out your lead-generating potential, take a look at the following list of tips for drumming up more roofing leads in Denver.

1) Partner Up

Forming business partnerships can open you up to a whole new demographic of leads. Think about local businesses that you often come across in your work as a roofer. Real estate agents and local hardware stores are a good place to start. 

Reach out to these business owners and offer your services and promotion. For instance, you can ask the local mom-and-pop hardware store that you frequent for your supplies if you could leave your cards on their checkout stands or if they can include a link to your site on their website. 

Partnering up with real estate agents or companies can be incredibly lucrative. For example, you could offer their services for roofing inspections, and in return, they could refer their clients to you. But, of course, real estate agents are always in need of roofing services anyway, so reaching out to a local agent or two is a good lead-generation tactic in and of itself. 

2) Get More Reviews

Online reviews have become a commodity for businesses in the digital age. Studies have shown that most consumers will read at least one review before purchasing a product or service – some polled consumers reported that they read more than ten reviews before making a decision.

People look to online reviews to see what kind of experience they can expect from roofing companies. In addition, reviews help with visibility; the more reviews you have to read online, the more people will see your business. 

But how do you get more reviews? It would help if you started by starting a Google My Business profile for your roofing company. It’s free, easy, and will instantly increase the online visibility of your business if you don’t already have a profile. 

Of course, it helps to be as present as possible on review sites like Houzz, Angie’s List, and Yelp. However, investing in reputation management tools is also a great way to get more reviews and leverage your current ones to generate more Denver roofing leads.

3) Invest in PPC

PPC stands for Pay Per Click. It’s a form of online advertising in which you only pay when someone clicks on your ad. While PPC advertising has caught some flack over the years for being “unsustainable” or a black hat form of marketing, it can give your company a shot in the arm in terms of leads. 

PPC ad campaigns can be beneficial if your roofing business is new. PPC ads are a great way to increase visibility in your local market. The best thing about them is that they can target specific audiences. In other words, you can make it so that your PPC ads show up only for people who have searched for or otherwise showed interest in roofing services. 

Another good thing about most PPC ad services like Google Adwords is setting a strict budget. This way, there’s no chance of accidentally going over your advertising budget. Setting a low budget at first is an excellent way to save money and see how effective your PPC ad campaign is. 

If you are getting a good return on your low-budget PPC ad campaign, you can think about increasing the budget for even more leads. 

4) Trade Shows

The old ways aren’t dead. Trade shows are still a hotbed for roofing leads. While you have to be more careful with them now that we live through a pandemic, trade shows are still a great way to establish industry connections and get B2B leads. 

Trade shows can be beneficial if you happen to specialize in commercial roofing. Many other businesses attend trade shows, and you may find that most of your leads come from exhibitors rather than attendees. The Colorado Roofing Association still holds annual trade shows that are a must-attend for roofers in Denver. 

You don’t even have to be an exhibitor to get roofing leads from trade shows. Just showing up and talking to other attendees and exhibitors could be enough to spark valuable business connections and gain Denver roofing leads. 

5) Local SEO

Roofing is most certainly a local business. So if your current SEO strategy doesn’t emphasize your local market, you are probably wasting money. Targeting longtail keywords that include “Denver, CO” or an even more specific neighborhood is an excellent first step for local SEO. Here are some other ways you can optimize for local SEO:

  • Create blog content that focuses on local news or events
  • Create different location pages for every area that you service
  • Get backlinks from local businesses and organizations
  • Optimize your site for mobile web browsers

There’s much more to local SEO, so it’s usually a good idea to partner up with an SEO agency to help you with the technical details. 

Get More Denver Roofing Leads

Here at Roofer’s Guild, it’s our job to provide roofers in the Denver area and beyond with helpful resources. Our experience in the industry means that we can craft a specialized digital marketing campaign that will help you get more leads and convert more leads. In addition, we provide lead generation services to Denver-area roofing companies. So contact us today to get started.

Roofing Leads in Austin, TX (4 Ways to Get More Customers)

Roofing Leads Austin

2021 has been a doozy of a year – especially here in Texas. From lockdowns to power outages, we have seen markets shift in a matter of weeks. The excellent news for roofers is that they provide an essential service that has so far proven pandemic-proof. 

In fact, despite the pandemic, the roofing industry actually grew by 3.8% in 2021. Thus, the roofing industry growth rate was higher than the general construction industry. Still, the pandemic and other events have made their mark on a seemingly indestructible niche.

Namely in the way that roofers get leads. While industry growth continues upward, you may have noticed that it’s harder to get roofing leads in Austin in 2021. That’s why we want to offer all the Austin roofers out there an updated list of roofing lead generation tips for 2021. 

If you would like to work with a marketing expert to get more roofing leads in Austin, don’t hesitate to reach out to us here at Roofer’s Guild and check out these 11 methods to get more roof leads in 2021.

1) Content Marketing

Content marketing is still one of the hottest tips for generating roofing leads in Austin for 2021. Why? Because people would rather hear about your company through an informative blog post than a paid advertisement. 

The bottom line is that people in 2021 are leery of advertisements in 2021. While ads still have their place in the lead generation process, more emphasis should be on generating organic traffic through value-rich blogs, videos, and social media posts. 

Start one now if you don’t already have a roofing blog that offers helpful information about roofing to your readers. If you have not invested in making high-quality videos that teach the viewer a thing or two about roofing, give it a try.

Remember that the goal is to compose compelling content that engages readers and provides valuable information and resources.

Austin Roofer Content
Content Marketing Helps Brand Your Roofing Business

2) Lead Magnets

Lead magnets can take different forms, but the goal is to get people to provide you with valuable contact information to remarket them later. Some examples of lead magnets include:

  • White Papers: White papers can be case studies that go over some aspects of roofing in detail. They are educational write-ups that you can offer in exchange for contact information. 
  • Webinars: Think of one of the most common roofing problems that people have in Austin. Compose a short educational speech on the topic and promote it as a webinar on your website and social media outlets. You can offer access to the webinar in exchange for contact information. You can also include a Q & A portion where the people who join can ask questions. 
  • Promotions: Offer special promotions on roofing services in exchange for people signing up for your newsletter or email list. 

Lead magnets are beneficial if you are emphasizing email marketing in your digital marketing campaign. They can help you get a good list of contacts that may be ready to make a purchase. Still, whether your marketing efforts are digital or analog, lead magnets can get you the precious contact info you need. 

Lead Magnet Example
Lead Magnet’s Achieve The Acquisition of Contact Info

3) Retargeting Ads

Retargeting ads are emerging as one of the most effective lead generation tactics for 2021. A retargeting ad will display a specific ad based on how someone has interacted with your website in the past. For example, let’s say someone visited your website’s “shingle replacement” page but didn’t schedule an estimate or complete a sale. 

The service provider will display your shingle replacement ad to that visitor on other websites with retargeting ads. Retargeting ads essentially remind consumers that they were interested in a product or service. But, more importantly, they are very effective. 

One study showed that retargeting ads are about ten times more effective than regular display ads. While regular display ads earn a click about 0.07% of the time, retargeting ads get clicked on 0.7% of the time. Therefore, the more clicks your ad gets, the more leads will come to your website. 

Retargeting ads are effective because rather than showing consumers a random advertisement that they might have zero interest in, retargeting ads show people ads about things that they have shown interest in previously.

Retargeting Example
Remarketing Targets Prospects Who’ve Show Interest

4) COVID Safety

The pandemic has made people think twice about calling home service professionals over to work on their properties. Over 50 million searches for “covid safe companies” between July 18th and 24th this year alone. 

People are looking for companies to minimize their risk of being exposed to the virus. That’s why if you are one of those companies, you need to let people know. To get more roofing leads in Austin in 2021, you need to put people’s minds at ease.

But how do you do that? It’s pretty simple. Here are some of the best ways to let people know your company is COVID safe and get more roofing leads in Austin:

  • Say so on your Website: You should start by devoting a section of your homepage that lists all the ways that your team keeps your customers safe. 
  • Update your GMB Page: Google My Business is still viewed insanely frequently in 2021. It’s still one of the most commonly used services for people looking for company information. Make sure your GMB profile shows the latest COVID-safe protocols your company employs. 
  • Share Photos & Videos: Take to social media photos of yourself or your team operating safe services.
COVID Protocols GMB
GMB Makes Adding COVID Protocols Simple

More Roofing Leads in Austin

All of the tips that we mentioned in the above list are things you can do right now. However, if you really want to maximize the lead-generating potential of your roofing business, you have to work with the experts. Here at Roofer’s Guild, we can establish a steady flow of quality leads for your business. Learn more about SEO for roofers and marketing tactics which help create a steady stream of prospects with great potential to become repeat customers. Our team constantly studies the most effective methods to grow your business in 2021.

How To Get Roofing Leads on Facebook

How To Get Roofing Leads on Facebook

As a roofing contractor, roofing leads are the backbone of your business. If you cant regularly generate new prospects, your business has little chance of success in 2021.

Most roofing contractors fail to drum up good leads to sustain their business simply because they don’t know where to look. Facebook, in particular, is an underutilized lead mine that many roofers fail to prospect.

That’s where we’re going to be focusing our attention today. We are going to show you how to get roofing leads on Facebook. If you are interested in learning more about other lead generation techniques, check out our blog or contact us with any questions.

Why is Facebook A Roofing Lead Goldmine?

Before we begin, you have to understand how ripe the Facebook field is for roofing leads. Take a look at some of the figures:

  • Sheer Volume: Facebook is still one of the most dominant social media platforms in existence, for starters. The website boasts over 2 billion monthly users.
  • The Right Audience: You don’t want to target too young people to own their own homes. The average U.S. Facebook user is 40 years old – the perfect age for homeowners. Conversely, fewer than 10% of people on Facebook are under the age of 18.
  • Constant Traffic: Of the 69% of American adults who use Facebook, 74% of those people check the site every day. It’s like having an endless parade of cars drive by the company sign that you planted in a customer’s yard.

Based on these numbers alone, you’d be a fool not to use Facebook to drum up roofing leads. Oh yeah, did we mention it’s free? That’s right, using Facebook to get roofing leads is free. Of course, should you decide to use Facebook ads, you will have to pay a certain amount. But otherwise, all you have to do is invest your time and effort. So now, let’s get started teaching you how to get roofing leads on Facebook.

Use Facebook Marketing To Get Roofing Leads

People who use Facebook to generate business leads but fail usually don’t take the time to understand the nature of Facebook. People don’t log onto Facebook to see many ads or be sold on products and services. It is a place to socialize and interact digitally. So your Facebook marketing campaign shouldn’t be focused mainly on sales. Think about who your audience is:

  • The age group most likely to own homes (35-65)
  • The people in your immediate geographic location
  • People who are at least somewhat tech-savvy
  • People interested in roofing services

When you build an audience profile based on these and other criteria (you may also do commercial work or offer specialty services), you can start to get an idea of your message. Striking the right tone on social media is very important to winning leads. The right style will be the one that resonates with your target audience.

Share Informative Content on Facebook

Now that you have an idea of who your audience is, it’s time to start educating them. Again, your social media content shouldn’t be too sales-oriented. Instead, it would be best if you used Facebook to:

  • Educate people on roofing and roofing services
  • Connect with your community
  • Increase traffic to your website
  • Tell people about your company

One of the most effective ways to generate leads with Facebook is to offer valuable posts that teach your followers something they didn’t know about roofing. You can also connect with them by introducing yourself and your team to them through stories and videos.

Remember to include a link to your website in all of your Facebook posts. That’s how you use it to increase traffic to your website.

Brand Your Roofing Company Through Facebook

Another great way to generate leads on Facebook is with consistent branding. Make sure you use your company’s logo as your Facebook avatar. Your Facebook profile name should be your business name (or as close as you can get to it if it’s already taken). Include your company slogan in posts as well.

That way, when people see your logo on a service vehicle in real life, they will connect the brand with the Facebook account they interacted with online. Why is that important? Because people tend to trust brands that they recognize. The numbers don’t lie either.

Studies have shown that consistent branding alone can increase revenue by 23%. The uptick indicates that people buy more services because of brand recognition. So you must utilize your logo, slogan, company name, fonts, and even company colors consistently both online and in real life.

Publish Roofing Videos on Facebook

Facebook video is enormous. People spend 100 million hours watching videos on Facebook every day. Therefore, creating video posts for Facebook is a vast opportunity to drum up leads for your roofing business. But, again, don’t be too sales-oriented. Here are some value-oriented Facebook video ideas:

  • Roofing Maintenance How-To’s: Simple “how-to” videos can get many impressions and create traffic. Consider a video that shows people how to clean their gutters safely or something else along that line.
  • Winter Tips: Many people are concerned with how their roof will hold up during the winter, so try creating a video outlining tips for roof winterization.
  • Before and After Videos: Nothing shows people what you can like a good before and after video. Document a damaged roof with video along with a story on how the roof got damaged. Then, connect that with video footage of the repaired roof with a brief explanation of the work that went into it.

Publish Facebook Lead Ads

While there are many ways to funnel Facebook leads to your roofing company’s website or other landing pages, Facebook also allows advertisers to create lead ads directly on Facebook. With lead ads, pre-populated forms empower users to submit info without much effort, especially on mobile devices.

Most users don’t want to take the time to fill out all of their contact information, so it increases conversions when Facebook produces it automatically. Of course, you may get some less-than-interested submissions from people who weren’t paying enough attention, but overall you will generate more roofing leads than ever before.2All suggestions2 more suggestions

Buy Exclusive Metal Roofing Leads

Metal Roofing Leads

Are you looking to buy metal roofing leads in 2021? Roofer’s Guild has you covered. The Roofer’s Guild network provides metal roofing lead generation to contractors throughout the United States. Our system uses various marketing strategies to produce exclusive metal roof leads. Let’s take a look at the components of the Roofer’s Guild Lead-Gen System.

Components of a Metal Roofing Lead-Gen System

Make no mistake, whoever you buy leads from is using a process to generate those leads. As a metal roofing contractor, you should ask yourself, how do I implement the strategy for my brand? If you can successfully master this system, you won’t need lead brokers or sellers any longer. Instead, you will be getting the same leads they once got without giving them a percentage. Let’s review the components:

Organic SEO

The best way to generate metal roof leads is through organic SEO. You can get leads when users type in terms like metal roofing near me or metal roofing services into Google. The results are a combination of Google Ads, Google Maps, and organic search results. Your website can rank in the organic search results and garner regular clicks for related keywords. In addition, optimizing your website helps you generate consistent leads.

Local SEO

Another great way to get metal leads for roofers is to rank in Google’s Local Map 3-Pack. You achieve this by optimizing your Google My Business listing and generating reviews from customers. As you gain more reviews and optimize your profile, you begin satisfying the three local ranking factors: relevance, prominence, and proximity. In addition to helping your GMB profile rank on the Map 3-Pack, reviews also help you convert potential customers. Using local SEO software like BrandREUV can make a big difference.

Google Ads (Pay-Per-Click)

Running PPC ads is another way to get roofing leads for your local company. You can bid on groups of keywords relating to metal roofing, both commercial and residential. While Google Ads yields fast leads, it does cost more than SEO to implement and sustain. In contrast to SEO, PPC ads cost money every time a user clicks on an ad, whether they convert or not. Still, PPC can be a beneficial factor when looking to generate metal roof leads in 2021.

Types of Metal Roofing Leads 

There are several variations of metal roofing leads, each holding different values for roofing companies. For instance, shared leads hold lesser value because multiple companies get alerted of the prospect. Conversely, exclusive roofing leads have greater value because only your company gains access to the prospective client. Of course, value is demonstrated in pricing, though there are ways to generate leads for free, as well.

Exclusive Leads

Exclusive leads give a single roofing company access to the future client. Exclusive leads convert better because of the lack of competition and the fact that the consumer demonstrated interest in your brand rather than a 3rd party platform. You can buy exclusive leads from 3rd parties, but they will cost much more than shared leads from the same providers. However, you reserve the option to generate exclusive leads from your own branded efforts, which Roofer’s Guild can help you with also.

Shared Leads

Shared leads are the worst type because they convert less than any other variation. Metal roofing companies should avoid shared leads if possible because they cause more trouble than they’re worth. Furthermore, shared leads don’t help sustain your roofing business long-term. While getting some quick jobs might seem wise for startup companies, the reality is that those consumers will not seek you the next time they need work done. In their mind, you are simply a contractor for the lead broker brand, whom they trust.

Free Leads

Free leads can be good or bad, depending on their nature. A lead given to you from a friend or relative is often hit or miss but can help your business. Referrals are one of the best ways to grow your roofing company long-term. However, word-of-mouth leads also come with their downside. Some people aren’t serious about using your company, and others don’t understand the problems with their roofing system, to begin with, making them less likely to invest in a serious project. Never trust free leads advertised online since there’s almost always a catch. Of course, if you generate leads through your website, they are free, in a sense.

Guaranteed Leads

Guaranteed metal roofing leads are mostly a myth in 2021. The only guarantee you can have is to speak with the customer, which doesn’t mean you service their home or property. The reality is that having multiple lead generation platforms can help sustain your roofing business. However, as you know, there are no guarantees in the roofing business. You can do your part by investing in the most appropriate lead sources and doing great work on your performance. Eventually, you won’t need any guarantees because your business will thrive in the market.

Buy Roofing Leads in Dallas, TX

Roofing Leads Dallas

Are you searching for roofing leads in Dallas, TX? Roofer’s Guild provides exclusive roofing leads in the Dallas, Texas, area as the home of the Cowboys is a great place to do roofing work. An unexpected hail storm may hit different areas throughout Dallas and its surrounding metroplex. The good news is that Roofer’s Guild has a method to help Dallas roofers generate and maximize leads. With so many commercial buildings throughout DFW, contractors will have both residential and commercial opportunities. Read below to learn more about lead generation from Roofer’s Guild.

Exclusive Dallas Roofing Leads

Exclusive leads are best for your Dallas roofing company in 2021. Instead of investing in shared leads from 3rd party platforms, start investing in your brand. Buying shared leads is like paying the gig economy to stay above water. By investing in your lead generation process, you begin to build a sustainable business model that can change your lifestyle. Aside from the clear financial benefits, exclusive leads also lessen the headache of traditional lead-gen platforms. You won’t fight off competitors for the same customer since these prospects showed direct interest in your service.

3 Tips To Better Roofing Lead Generation in Dallas

Nothing is Free

Free roofing leads are a myth, and they would not help your business anyway. Roofers grow their business by generating branded leads through marketing investments. While the marketing costs money, the leads are free when they come from organic SEO or Google Maps. Acquiring new prospects from Google is the closest you’ll get to free.

Leads Become Reviews

The lead generation process can be cyclical for your roofing business. For example, you start generating leads, and those people become customers. From there, they leave reviews on your Google My Business and Facebook pages. The next prospect who comes along sees those reviews and decides to use your services. With this cycle in mind, generating high-quality leads can pay off majorly over time.

Branding Improves Lead Quality

Consumers base their purchasing decisions on trust and authority, and your roofing company’s brand should establish both qualities to get the best leads. Some ways to brand your roofing company include investing in a website, updating your logo, and generating reviews on Google My Business and Facebook. It also helps to create video content and then post it on YouTube, Instagram, and Facebook so that people engage with your business.

Leads To Look for in Dallas, TX

What Kinds of Roofs Are Most Common in Dallas?

Dallas roofs range from asphalt shingle to metal, and you will also see flat roofs, TPO roofs, and class 4 roofing systems. Each roof type provides an opportunity for lead generation through repairs, replacements, and restoration. While the most apparent circumstances create hail damage leads, there are plenty of Dallas residents and building owners who will need roofing work done year-round. 

Seasonal Roofing Opportunities in Dallas, TX

Typically, late summer through autumn is the peak season for roofers in Dallas. While North Texas is a warm climate, it can get freezing in the winter, as we saw this past year. While cold weather can create different roofing opportunities, the best season for a replacement is late summer. Spring is also a time when roofers can get work, but the rain sometimes disrupts scheduling which can frustrate homeowners. 

11 Ways to Get Roofing Leads in 2021

Generating guaranteed roofing leads presents a significant hurdle for roofing companies. Most roofers have tried everything from digital marketing to direct mail. Established companies often enjoy the majority percentage of leads while the rest of us get in where we fit in. To start producing more clients, check out these 11 methods to generate roofing leads in 2021.

Roofing Leads

What is a Roofing Lead?

A roofing lead is a prospect showing interest in your services by submitting their contact information through an online form or phone call. 

How Do Roofers Get Affordable Leads?

Roofing companies get leads through promotional strategies like paid advertising, organic SEO, and in-person trade shows or canvassing. Some roofers also pay 3rd party brokers to exchange prospects’ contact information, leading to lower conversion rates.

Kinds of Roof Leads

Generally speaking, there are two types of roofing leads; exclusive and shared. Exclusive leads refer to prospects who contact only your roofing company, while shared leads become available to multiple contractors simultaneously.

Exclusive Leads: Apply only to your company (typically come through marketing)

Shared Leads: Apply to several competing companies (typically come through brokers)

Of course, you also have lead variations by industry. For example, commercial roofing leads contrast residential roofing leads in value and accessibility. Metal roofing leads also enjoy distinct advantages over shingle roofing leads, for example. Supply and demand hold significant influence over cost per lead for roofing professionals.

Exclusive Leads

Exclusive leads are contacts for your business, without exposure to competitors. They find your company organically and contact you directly, looking for your brand specifically. Exclusive leads are the most valuable lead-type because they convert at the highest rate and create the most repeat customers. As a result, every company should try for exclusives by investing in online marketing.

Shared Leads

Shared leads come from 3rd party brokers who sell prospect information to multiple companies in the same area. As you might imagine, shared leads convert less frequently and when they do, are unlikely to result in repeat business. Businesses often mistakenly think they can only acquire shared leads, and not exclusive leads, when a simple marketing strategy would allow them to achieve the latter.

But enough of that. Here are 11 cool methods to get more leads in 2021:

1) Google Map Pack

Getting leads from Google’s local map pack is a significant ROI. Since businesses can create free listings, the return is a bonus. Of course, you may hire a local SEO expert to optimize your listing, in which case the monthly retainer changes the ROI. However, compared to other methods, Google Maps rankings still produce a far greater return. 

According to statistics, the 3-Pack appears for 93% of local searches, demonstrating its potential reach for businesses. For roofing companies, in particular, local searches comprise the majority of your prospects, making local SEO an ideal lead generation channel in 2021.

Google’s Map-Pack pulls Google My Business listings and data to give users options for local services meeting the intent of their query. With this in mind, ensure your GMB listing is fully optimized with photos, GMB posts, and accurate contact information. See more resources below:

Google Map Pack

2) Facebook Advertising

In 2021, many roofers ask how to get roofing leads on Facebook. The answer is through paid advertising. Posting promotions on your main page doesn’t work well since Google hides most of these posts from your followers. Instead, running paid ad campaigns reaches the most users. You can use Facebook Lead Ads to grab contact information on the spot. Alternatively, you can run a more traditional ad-style and enter users into a robust funnel on your landing page.

Lead Ads are especially helpful since they pre-populate forms so that users can easily submit their contact information. Drop-offs are common in traditional online advertising forms because users get bored having to fill out all their information, Facebook eliminates this hurdle and increases conversions in the process.

Facebook owns another popular social platform; Instagram, which Facebook advertisers can, in turn, publish the same ads on for their campaigns. With over 1 billion active users on IG, it serves as another method for getting leads for your business. To learn more about Facebook ad campaigns, check out these materials:

3) Search Engine Optimization

SEO for roofers is the best way to generate leads online. It costs nothing to earn an organic position on Google’s first page unless you hire a 3rd party marketing company to optimize your roofing website. Of course, most roofers don’t have time to do the work themselves, which involves writing new service pages and blog posts and then inserting title tags, meta descriptions, and keywords. SEO is an all-encompassing process, but its return can change your company’s position within the industry.

The main components of SEO are technical, on-page, local, content, and link building. While these series of tasks may seem difficult to beginners, a good agency will operate all facets at once. Google’s algorithm gets more advanced each day, so it’s critical to abide by the latest practices to achieve or sustain rankings.

SEO provides the best ROI of any lead generation strategy for businesses. If your company can secure a top ranking for relevant keywords in your area, the CTR becomes 28.5%, meaning users click-through almost 30% of the time. Contrast that with PPC statistics which show the average CTR to be less than 2%. Check out additional material on SEO, below:

Organic SEO

4) Direct Mail

Snail mail seems obsolete, but numbers show its effectiveness remains potent for roofers. Think about it, is a homeowner more likely to check their mailbox or email inbox? The former is the correct answer because of spam. Email inboxes possess almost 1200% more spam than direct mail. 

Direct mail costs about $55 per lead and lowers to $50 per lead when using a proper mailing list. All things considered, traditional mail remains a profitable lead generation technique. Think about how sick people are of getting spam emails. It stands to reason that they are more likely to trust direct mail than anything in their Gmail inbox.

Mailers with appealing photos and clear calls to action work best, just as they do in online formats. While some percentage of your list may toss your mailer in their recycling bin, enough will consume the content to make the campaign worthwhile. Check out more resources below:

Mailbox for Direct Mail

5) Hail Chasing

Hailstorm chasing is not the best idea, but it would be misleading to suggest it doesn’t work. Using tracker apps like Hail Trace, roofers can monitor storms and prepare their team to hit up impacted towns. There’s no dignity in chasing chaos, but there is money involved. Ultimately, hail storm leads are precious and often create a window of growth opportunity for roofing companies.

Businesses can utilize storm tracking apps to get notifications each time a storm passes through their service areas. By allowing technology to assist with your lead generation campaigns, you are streamlining your business for 2021. Depending on how large your sales team is, you can deploy teams throughout different areas.

Residential homeowners are more likely to respond to sales pitches after a storm when they need immediate repairs. In normal circumstances, residents like to put off significant roof repairs until they notice a leak from their ceiling, or something worse. Hail storms provide a great opportunity for lead generation. Check out some materials below:

Roofer's Guild Hail Damage Leads Keys For Contractors

6) PPC Advertising (Google Ads)

Google Ads helps new roofers get on top of Google rankings fast. Even at about a 38% click-through rate, Google Ads still garner engagement from a significant part of the user base. Costs per click are rising because of high competition, but PPC ads remain a legitimate lead generation method for roofers depending on your local area.

Aside from Google, Microsoft Advertising (formerly Bing Ads) also offers PPC opportunities per business. CPCs are lower on Bing because they have a lower search engine market share. However, users still use Bing enough to make running the occasional ad worthwhile, in certainly worth testing.

Whichever platform you use, your ad’s success will come down to engagement. Make sure you design an appealing ad with a convincing CTA which will improve CTR and maximize your budget. Only target buyer intent keywords, as some other types of queries, won’t result in sales. Learn more about the subject below:

Google Ads for Roofers

7) Door Knocking

Door knocking is harder during Covid-19, but wearing a mask can make it worthwhile. The best time to door-knock is after hail storms since most homeowners seek roofing services directly after the damage. Contractors can utilize storm tracking apps to keep track of recent storms in their service areas. Most residential roof services happen after the damage is present, which makes your introduction after storms the most important sales point.

Deploying your salespeople is critical to getting conversions, as some might have specific strengths or be familiar with particular areas. Smaller companies are left to do all door knocking on their own, which can be time-consuming and frustrating, especially if you are working in a non-storm area.

Despite its potential downside, the numbers don’t like about door knocking’s effectiveness. A recent survey indicated that 76% of roofing companies still utilize the tactic in some form. While other marketing strategies have emerged in the past decade, preserving some traditional methods remains valid. Learn more below:

House for Door Knocking

8) Trade Associations

Most trade associations suspended shows during COVID-19, but they will remain invaluable going forward as a lead generation platform. The main benefit of trade shows is networking. You can build partnerships with suppliers and other industry giants for future lead generation avenues. Your representative should present value when attending association shows so that potential partners have an incentive to work with your company.

Keep track of how much you pay for trade show tickets because you’ll want to make back more in residual revenue. If you are just attending shows to shoot the breeze with other industry folks, you could be wasting your resources. Set up a booth and provide something of value in exchange for contact information.

You may not reap the rewards of trade show leads for months or even years down the road. However, if you do your due diligence, you will benefit in some way. To check out some of the top trade shows, see the materials below:

Trade Show Venue

9) Email Blasts

We spoke about direct mail as a superior version of email marketing—fewer people open emails in 2021. Still, with the right marketing format, you can convert people through email blasts. The key is customization and personalization. Getting people on your email list is easy, but getting them to respond to flyers, coupons, and specials is far more complicated. That’s why strategizing a personalized email marketing campaign is critical to success in 2021.

Too few roofing companies engage in any type of email marketing, which reduces their lead generation stream. The irony is that sending mass emails is now easier than it’s ever been, and open rates can be increased through personalization.

Statistics show that follow-up emails can increase sales by almost 80%, which makes them a viable strategy for any business. While the thought of sending bulk emails may turn off some companies, the results make it worth it. Learn more below:

Email Blast Tool

10) YouTube Marketing

Roofer’s ability to market videos has grown over the past decade. Most smartphones have HQ cameras to capture roofers at work and on the job. You, too, can get involved with video marketing by uploading your branded videos to YouTube and then embedding those on your website. YouTube is a search engine in itself, meaning some prospects may find you while browsing the popular video platform. Others may see your video on your websites since Google factors in videos when ranking pages on search.

More adults consume YouTube than any other form of social media content, making it a great platform to push your company and brand. Plenty of roofers have popularized themselves and their business using YouTube, and their channel has reaped the rewards. Be sure to study other success stories to get more ideas for your channel.

As for setting expectations for your YouTube material, you don’t have to make it big to have success. In other words, you can still generate leads without becoming an Internet celebrity. Additionally, pumping out YouTube content is a great way to expand your online presence, which may allow you to get leads through other channels.

YouTube Marketing Screenshot

11) Business Partnerships

Joining forces with suppliers can help roofers generate leads in 2021. Whether it’s more prominent brands like Menard’s and Home Depot or smaller, regional suppliers, roofing contractors can get a leg up on competitors. Sometimes roofers can even earn an inbound link from one of the supplier websites, which can indirectly boost lead acquisition through SEO marketing.

You might look for other referral partners, such as real estate agents and land developers, who might be able to toss you some leads from clients. The more extensively you can grow your network, the better chance you have of acquiring supplemental leads.

In an increasingly digital marketplace, it makes sense to partner with online influences, as well. Consider joining people on their podcasts to discuss roofing, marketing, and other ventures applicable to your industry. Not only will people enjoy your insights, but you can spread brand awareness in the process.

White Board for Business Partnership

Metal Roofing Promotion: Owning the Conversation

Metal roofing represents a fantastic, often lucrative opportunity for high-value projects. Yet many roofing contractors simply don’t know how to promote these efficient roofing materials. Some waste money in 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?

Today, we’ll discuss the various stages of consumer interest and how your roofing company can best take advantage of these opportunities. Our strategy digs deep into SEO for roofers (plus other online marketing channels), so don’t be surprised if we sound more technical than usual. We’ll do our best to clearly explain every marketing term as we go along, so expect lots of definitions. Your additional metal roofing leads will be worth the effort, so hang in there!

Now let’s get started!

A Quick Disclaimer

Where do the vast majority of consumers and businesses look these days when deciding where to find their roofing solutions? Online. Google Search acts as a starting point for billions of consumer inquiries, including those regarding roof installations. All of our recommendations below depend upon a well-crafted website optimized for search. If your website is performing poorly, or you aren’t 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 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 the near future. 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. 

Metal Roofing Mentioned in a LEED Building Article

Energy Efficiency Provides the Perfect Introductory Topic for Metal Roofing!

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, content marketing also requires little monetary investment on your company’s part.

Where to Invest Your Time (Plus Benefits)

  • Company Blogs – SEO ranking perks; builds industry authority
  • Facebook Posts – promote popular stories with Facebook Ads later
  • Instagram Stories – share pictures of your latest metal roofing projects
  • YouTube Videos – explain differences between types of roofing

Remember, content marketing doesn’t mean you never take the chance to promote your brand! In fact, every blog, Facebook post, and/or YouTube video should link back to your website, where potential leads can continue to grow. 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.

A Blog Article on Metal Roofing

Insightful Blog Content Provides Guidance for Purchase Decisions. You Get to Promote Your Company Too!

It’s okay to dig deep into the roofing category you’re trying to promote! Talk about 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, there are many ways to promote metal roofing within your website.

Top Promotional Activities

  • Embedded YouTube Videos
  • Infographics
  • Links to Related Consumer Publications
  • 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 Promotion – Buying Intent

Earlier, we talked about the four key micro-moments that consumers experience when searching online. We’ve talked about the first, research-oriented moment. Now we’re moving onto “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

A Local Service Pack for Roofing Installation

Few Listings Earn Such Incredible Traffic as Local Packs!

Local SEO

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? There’s the website design elements, such as the company logo, calls to action, and navigation menu. Then there’s the content within the pages themselves that drive results. To capture the best results for metal roofing prospects, you’ll need to make sure your pages are keyword-optimized.

How to Optimize Content Keywords

  • Include local city, 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!

Paid Search Ads

Search Adverts for Metal Roofing: Paid Results

As you can imagine, the competition for metal roofing installation is extremely fierce when it comes to local Google results. Organic (unpaid) keyword results can be very difficult 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 the majority of their business through organic search, paid ads are still a fantastic option for capturing buy-ready consumers.

Citations and Reviews

Business Listings & Quality Reviews: Natural Results

At Roofers Guild, we’ve talked about 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 a friend or family member. 

Where to Collect Reviews

  • Google Reviews
  • Facebook
  • Better Business Bureau
  • Yelp
  • Angie’s List
  • Home Advisor

These days, Google rewards broad collections from a variety of review sources. In other words, if all your reviews are coming in through Angie’s List (or even Google Reviews), they probably won’t have the impact you’d hope for. For best results, try using a dependable widget (like Righteous Reviews) to collect them all into your website. Be sure to get your roofing company listed in Google My Business and as many other free citation sources as possible!

A Closing Note

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. It’s especially important to learn the basics behind search engine optimization and paid ads! 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! We’re always happy to answer your questions. Call (877) 282-9868 to learn more.

Hail Damage Leads: Are They Legit?

It’s no secret that most roofing companies are looking for the best way to get roofing leads. 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. A storm chaser’s 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 that 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 a discussion among contemporaries who face the same challenges that you and your employees do on a daily 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 a representation on behalf of them. Building these kinds of trust levels with your clients is critical to netting hail damage repair jobs.

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