If you have ever been on a roof installing asphalt shingles, you know that it’s hard work. If you are the owner of a roofing company and you put on the tool belt, you know your roofing days are numbered as you get older. Roofing is not a job that you want to be doing when you get older because it is so hard on the body. The only option is to grow your company is to train employees to shingle while you sell, manage and grow the company. To do this, you need marketing ideas for your roofing business.
Once in a while I’ll step on a roof to help a friend replace their shingles and as I work throughout the day, I am thinking about ways to start and grow a roofing company. Marketing is what I do, so I have trained myself to always look for opportunities to grow small business. If I were to start and grow a roofing business, this is what I would do…
Roofing Company Branding
First impressions are important and help bring credibility to your business. Ensure you have a professional logo, uniform or t-shirts and decals on your company vehicles. If your vehicles are beaters, you may want to wait to brand them until you have nicer vehicles. Have professional business cards printed, marketing materials and a website to match. The roofing industry is full of “fly-by-night” operations and guys looking to earn a little extra income. Stepping out with a professional image will separate you from the roofers who aren’t in business for the long haul.
What is your small business schtick?
If you are growing a professional business, you want to have a marketing schtick. What do you do that sets your business apart? Are you always on time? Is your quote accurate? Do your guys make sure the nails and cleanup are done extremely well? Maybe you provide a guarantee? Whatever it is, your marketing should feature this “schtick” in everything you send out. You will become the roofing company that _________________. You will become trusted in the community for this and others will be seen as companies who don’t.
I haven’t spent a lot of time researching software for contractors, but I imagine that there are some pretty good management softwares out there (like this one and this one) that will help you manage marketing, leads, sales and roofing projects. We use Zoho because it fits our business model and it’s very affordable ($35USD/month/user). I recommend management software be installed to prepare for huge growth. This software should help you with lead and quote management with follow-up and convert-to-customer options. Most software companies offer demos, setup and training if you aren’t comfortable with handling that. A software that has a mobile app or web interface would be of a huge benefit for onsite quoting, ordering and invoicing.
Free Roofing Quotes
Ok, this is obviously something that most companies provide, but perhaps not in the way I will describe in the next few sentences. If I were starting a roofing company, I would get a financing company on board. Replacing shingles on a roof costs thousands of dollars for the homeowner, and many have to plan years in advance to make it a reality. Why not include financing as a sales tool?
Once financing is in place, I would spend hours driving around finding houses that have old shingles that need replacing. I would do up a quick estimate on my laptop or tablet, print it out on company letterhead with a portable printer and knock on the homeowners door. I guarantee they already know they need shingles, but approaching them with a price and financing options may seal the deal. Maybe it’s less than they think? Maybe money was an issue, but you made it easier with financing?
With Google Earth you can see the complete building and any detached garages or sheds that may need to be included. There’s even software that will help you measure the roof from an aerial view! If you are concerned about under-quoting, quote a little higher as a cushion. If there is no one home when you knock on the door, leave the quote and a business card in a branded envelope in the mailbox. Make sure there is an expiry date on the quote.
I have never heard of anyone using this marketing idea for a roofing company. It may take some tweaking to find an exact method that works for your business. If you try it, I would love to know how it goes!
The Best Marketing Tool for a Contractor
One of the best tools in a roofing company’s marketing tool belt is having high quality before and after pictures. Make sure that before you start the job, you use your smartphone or camera and take pictures from multiple angles. When the job is complete, make sure to take photos again from the exact same locations with the same angles.
These images should be marketed everywhere. Use them on your company website, social media, brochures, etc. Use them on postcards to solicit more business with a postcard mailer. Using before and after images in almost as powerful as a testimonial.
Mark Your Territory
When you’ve completed a job, you need to let people know where you’ve been. If it’s okay with the homeowner, ask to place a small sign on their lawn to let the world know that your company did the new roof installation. If the homeowner is reluctant, offer to give them a discount or gift card and ensure them you will remove it in a month.
Have some professionally designed door knockers printed and put them on the neighbours front doors in the vicinity. Let the neighbourhood know that you recent replaced the shingles on ________________ (house address) and that they can call for a free quote.
Worst Roof Contest
Giveaway a FREE roof. Yes, you read that right. Setup a contest to giveaway a FREE roof package, whether it’s just labour or materials or both. Have your web designer setup the contest form on your website and make sure to include a field to attach a photo of their “worst roof”. Make sure to include contact information, street address and an email address field. All entry photos could be posted to the website and voted on by the public. The entrants do the marketing for you by sharing their photo and trying to get the most votes.
Make sure people can only have one vote per day. The five worst roof photos with the most votes are then put in front of a judging committee to pick the winner. Choose professionals from the community who are credible and trustworthy for your committee. Once the winner is chosen, do a Facebook live video to announce the winner.
The best part about this is… all those who enter are potential customers who need their roof replaced. What a great marketing opportunity!
These are only a few marketing ideas for a roofing company. If you are interested in learning more ways to grow your roofing company, send us a message and we’ll chat.