Starting a roofing business is hard enough. Between launching a roofing marketing campaign, coming up with a marketable name, and drumming up leads, roofing start-ups need a ton of maintenance. In addition, scaling a roofing business can be even more challenging for first-time owners.
While every regional market and roofing business is unique in its ways, some commonalities will help prepare you for what to expect when you’re trying to scale your roofing business. Keep in mind that there is no universal blueprint for scaling a roofing business. However, if you heed the tips, we are about to outline, you will be giving yourself a great shot at measurable growth.
Do Good Work
When people ask us how to scale a roofing business, we tell them to do good work. However, the quality of your roofing work will ultimately determine whether you grow as a business or whether you fail.
That’s because word travels much faster in the digital age than it did just a couple of decades ago. People can go online and leave a review of your company in an instant. So you have to ask yourself, “what will my customers say about my service?”
The effects of bad reviews are measurable too. One study found that 94% of consumers admit that a negative review has caused them to avoid a business. As a small roofing business, you can’t afford to lose out on any customers. The best way to endear yourselves to new and existing customers is to do consistently good roofing work.
Find a Good Supplier
In the beginning, you may be tempted to go with a smaller supplier because, at the outset, a small supplier is all you need. However, you need a legitimate supplier if you are looking to grow your roofing business. You should find a supplier that will fulfill your material orders reliably as you pick up more jobs.
Working with a more prominent supplier may cost more initially, but it’s a wise investment. Plus, supplier loyalty usually pays off in the form of flexible payment options, lines of credit, and maybe even discounts.
Adopt Technology Early
The distinct advantage you have as a roofing start-up is that you can integrate technology into your business processes easier than established companies can. Right now, you are probably a relatively small operation with a minimal amount of orders, projects, clients, and employees to manage. So start integrating technology into your daily tasks right now.
Business software like Field360 can make it easier to assign your crew to jobs, request payment upon completion, keep track of your fleet, and much more. If you get used to using this type of business management software early in the game, it will be much easier to streamline your daily tasks as they get more numerous and demanding.
As soon as you have the budget for it, you need to invest in digital marketing. Consider the following statistic: nearly half of consumers polled reported using an online search engine to find new businesses and products.
People are taking to the internet to find home services like roofing companies. However, it’s not enough to plant a sign in your customers’ yards and hope that a bunch of neighbors see it. While grassroots marketing still has its place, digital marketing is necessary if you want to scale your roofing business. Here are some focal points of digital marketing you should be emphasizing:
- Reputation Management: People look to online reviews to help them decide who they are going to hire. Reputation management, therefore, becomes critical for any roofing business. You need to make sure you are present on multiple online review sites like Yelp, Angie’s List, Home Advisor, Houzz, and Google My Business. Then, you need to maintain a good star rating (between 4.2 and 4.8 stars).
- SEO: More than half of modern consumers use a search engine to research businesses. That means you need to show up on Search Engine Result Pages. SEO for roofers entails keyword placement, content creation, social media presence, and much more to improve your search engine rankings.
- Website Optimization: Search engines will reward you with higher rankings if you have a fast, responsive, and well-built website. Customers will also stay on your site longer and be more likely to take action if your site is easy to navigate and offers the information they are after. If you don’t have any web design experience, it is worth hiring a marketing agency with design services or a freelancer specializing in website design.
- Retargeting: Retargeting ads are ads that appear to people who have already interacted with your company or website. For example, you can have your roof replacement ad appear to web browsers who have recently shown interest in roof replacement online. Retargeting (sometimes called remarketing) ads have become an essential aspect of digital marketing and can help scale your small business with increased lead generation.
Get Help With Scaling Your Roofing Business
Scaling a roofing business requires your company to invest in growth opportunities through marketing, advertising, and more. It’s impossible to perform all related tasks yourself, so you must hire either in-house or 3rd party assistance. We recommend partnering with Roofer’s Guild for all of your marketing needs in 2021.
Roofer’s Guild is a marketing company for roofers by roofers. We allow contractors to feel comfortable with their marketing campaigns rather than relying on outsiders who don’t understand the grind of the roofing industry. While some marketing firms may have good intentions, they can’t relate to the daily grind of an actual roofer.