In the business of roofing, every client counts. Even though you’ve grown quite far from your startup roots, you still need to dedicate the same time and attention to each roofing job that comes your way. For that matter, you need to make sure that you’ve got enough jobs coming your way in the first place. Roofing leads are the bread and butter of your business. Turning those leads into clients is what will keep your business growing. But how do you do it, and for that matter, how do you find more leads in the first place?
Every roofing company will have its own considerations when it comes to lead generation and attracting new clients. However, some general strategies will work to help every business continue growing. The competition today is fierce, and while the Internet has done many great things for the world, it has made it that much harder to get your business noticed among the sea of roofing companies and contractors out there offering services.
So, how are you supposed to keep up with lead generation and intake as your business grows? It starts with a solid strategy for marketing and client acquisition. It also might take a little trial and error, but you shouldn’t let that discourage you. Here are five tactics that should be on every roofer’s list when it comes to finding new clients.
Cost: Free, unless you offer incentives
Referrals and reviews generate as much as 45% of all roofing leads. If your existing customers aren’t already talking, you need to find a way to change that. Word-of-mouth marketing is still one of the most effective options for businesses today. It works because it allows people who have firsthand experience to share that with others, increasing the reputation of your roofing company tenfold.
You can simply ask people for referrals and reviews. Most are more than willing to help, especially when they have a good experience with your company. You can also create an incentive program, such as a free service or upgrade with a referral, but if you go this route make sure that both people get the incentive. And most importantly, if you find negative reviews, address them immediately. Even if you can’t resolve the issue, you can at least show that you’re trying and that’s often more valuable than any positive review you can get.
Local SEO is about more than just using location keywords in your content. That’s part of it, of course, but only a small part. You will also need to make sure that you complete your Google Business Profile and get listed in as many professional directories and local directories as possible. Part of that will include confirming your NAP, or Name, Address, and Phone Number.
What that means is that you will need to choose and adopt a single format for your business contact information. Then, you will need to make sure that every instance of your business found online uses that same format. Search engine indexers are looking for this consistency and if you don’t have it, they’ll notice.
Cost: Free, unless you pay for event tickets, booth rentals, etc.
Attend local trade shows and home expos so that you can network in person. Even if you don’t rent a booth, wandering around with some business cards can do wonders. Most major cities have home expos in the spring and other events throughout the year where you will be able to promote your business. You can also partner with other industry professionals, such as contractors, so that you can share leads and help each other grow.
More than anything, most people today are looking for a reputable roofing company that is considered an authority within the industry. The competition is fierce, but if you work to develop a strong professional network, you will build a strong reputation that helps your business sell itself. You can also join professional associations and find other professional networking resources online, so feel free to explore what’s out there.
Social media marketing is an essential part of business for any local company today, or for any company for that matter. You can’t just create profiles and add contact information and call it done, though. You have to utilize your social media profiles and engage with your audiences in as many ways as possible.
This can include sharing content like industry news, your blog posts or articles, and reviews of roofing materials and services, for example. You’ll also want to share pictures of your work here and collect reviews that you can add to your pages. Although you can do a lot of the social media stuff on your own, you can also pay a marketing agency or social media consultant to help you get rolling.
Cost: $250-$5,000, depending on what you outsource
Today, outsourcing is a tool that’s used by several businesses looking to get a little extra support. Even if you’ve got a receptionist or admin staff, you might still want to give them a little extra help. For starters, they can’t provide the 24/7 answering service that your roofing company needs to ensure that you never miss a lead. However, when you partner with a team like the virtual receptionists at Smith.ai, you can get that and so much more.
In addition to helping with answering calls, we can also offer support for lead intake, appointment scheduling, and live website chat. Plus, we’ll even help with your outreach campaigns to get the leads flowing in the first place. And as always, it comes with a custom strategy to manage every detail.