As an industry professional, you’ve probably heard buzzwords like roofing sales funnel and wondered what they are and how to incorporate them into your business plan.
A sales funnel is a process that prospects go through involving specific phases or benchmarks that increase their likelihood of converting into a customer.
Every roofing company is already doing something in an effort to close more roofing sales. But like most business owners, roofers are always looking for ways to expand their businesses.
Key Takeaway
A roofing sales funnel is merely a series of stages your prospects go through on their journey to becoming customers.
Stages of a Roofing Sales Funnel
A standard roofing sales funnel features the following stages:
- Awareness
- Interest
- Consideration
- Decision
- Action
Prospective customers may enter each stage before becoming a customer or only enter some of the stages. A funnel is not meant to be absolute and leaves room for variable behaviors.
However, as a general rule, your target customers will go through these stages on their journey from prospect to sale.
Let’s break down each stage of the roofing sales funnel:
Awareness Stage
Awareness is the first stage of a roofing sales funnel because prospects initially become aware of your roofing company.
This stage can emerge through search engines, traditional marketing like door knocking, word-of-mouth, or online advertising.
Regardless of the medium, awareness occurs the first time they learn about your company.
Unfortunately, there are no guarantees that the prospect will ever move beyond this initial stage, and the quality of your subsequent stages often determines the conversion rate.
Interest Stage
Interest is the next stage of your funnel, and it occurs when prospects are intrigued enough by your company to evaluate your roofing services.
After that, they may scour your website for more information and sign up for your email newsletter.
At this point of the funnel, your marketing presence (especially your website) becomes a significant factor in your success.
If prospects have trouble gathering information about your company and services, they will fall out of the funnel.
Consideration Stage
Consideration is when things start heating up in the customer journey.
Prospects may perform competitor analysis for your roofing company, read online reviews, and check out your About Us page.
Social proof and EEAT become particularly valuable for roofing websites in this stage.
You’ll want prospects in this stage to have easy access to verified customer reviews and photos of your recent jobs. You’ll also want them to know precisely which roofing services you offer.
Decision Stage
Decision is the fourth and most pivotal stage of a roofing sales funnel. In this stage, prospects decide whether to become clients of your roofing company.
They may also drill down to their most essential deciding factors, such as pricing and trust level.
At this point in the funnel, prospects already have information about your roofing business and nearby competitors.
They are no longer looking for additional alternatives and plan to choose between you and a few others. If you have an opportunity, this is the time to make a final sales pitch.
Action Stage
Action is the final stage of a funnel and is a point of no return for your roofing company. Once a prospect takes action, there is no turning back.
If they choose your competitor, the entire process has failed. Conversely, if they choose your services, you’ve achieved your goal.
If prospects have reached this stage of the funnel, you’ve already done something right.
Your conversion rate at this stage should be high, and if candidates consistently fall out here, there’s an inherent problem with your closing techniques.
What Do Roofers Need to Create a Sales Funnel?
Without context, the funnel stages are just a bunch of individual words in sequence. To put a funnel into action, you must invest in various resources, which we will outline below.
Roofing Company Website
At the barest minimum, every sales funnel requires a roofing company website.
Even if you plan to invest only in paid advertising, you need a branded landing page to capture prospects’ contact information.
The best websites are more than one page and outline your company’s history, mission statement, and specific roofing services.
Most importantly, effective websites are user-friendly and provide a seamless user experience on mobile.
Online Reviews
Roofing sales funnels require verifiable customer reviews from trusted sources like Google My Business, Facebook, and Yelp.
Prospects cannot complete the consideration stage without accessing customer feedback about your company.
Moving prospects through the funnel needs to be more than just taking screenshots of reviews and posting them on your website.
In 2024, reviews and testimonials can be easily doctored, and a lack of trust will cause candidates to exit the funnel immediately.
Contact Information
Without your prospects’ contact information, they will never enter the final stages of your roofing sales funnel.
Consequently, you must display calls to action on your website, including clickable phone numbers and user-friendly contact submission forms.
In addition, it helps to incorporate lead magnets aimed to capture prospects’ information (like their email address) in exchange for something of value (like a downloadable coupon).
Once you compile a list, you can enter these prospects into your roofing CRM and move them further through the funnel with email marketing campaigns.
Increasing Funnel Conversion Rates for Roofers
Most roofing companies already have a funnel, whether they realize it or not. Anytime prospective customers contact your roofing company, they are inside a sales funnel.
Widening your reach to a larger pool of candidates can generate more roofing leads but may also reduce conversion rates.
To increase funnel conversion rates, you must track when and why users exit the funnel. Roofing CRM software can analyze data regarding your prospect’s buying journeys.
If they leave in the consideration stage, it may be time to invest in enhanced reputation management services to address the problem.
In other cases, poor conversion rates may reflect issues with your website’s user experience or inconsistencies in your business contact information.
As the roofing company owner, your job is to ensure the best possible outcomes at each funnel stage.
Final Thoughts on Roofing Sales Funnels
Roofing is a highly competitive industry but presents countless opportunities to secure new sales.
Streamlining your funnel is one of the most predictable ways to increase roofing sales.
While some companies may rightfully denounce the term funnel as a buzzword that refers to something they already utilize, the overall goal remains the same.
Ultimately, it’s about converting prospects into customers.