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 17 methods to generate roofing leads in 2021.
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.
But enough of that. Here are 17 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.