This guide is to teach roofing contractor 8 incredible ways to get 1,000s of roofing leads without spending tons for cash of many on paid advertising.
Online marketing may seem overwhelming and confusing to many roofing contracting business. Some questions that you may ask are, what generates the most leads? What provides the highest return on investment? Should you do it yourself or hire someone? Like any marketing solution, it takes planning, implementing, and monitoring.
1. Get Google Rankings for “CITY + Roofer,” “CITY + Roof Repair, “CITY + Roof Quote.”
According to research by the Kelsey group, 70 percent of adults in the United States use the Internet as an information source when shopping locally for products and services, including residential roofing professionals.
In the past not too distant past consumers would look to the yellow pages to find local area roofers, or rely solely on word of mouth recommendations. Times have changed, now customers rely on Google, social media, and online reviews to find roof contractors.
This makes marketing your business online critical to your company, as the Internet is the primary source to find information and products for local service providers.
Ranking on the first page of Google is a good source to get consumers to your website. Being ranked on the first page of Google has two benefits, the first being 80% of searchers never search past the first page. Just think for a moment, if you are looking for an answer to a question on Google and you find the answer to your question on the first page, why would you continue searching past page one? The answer is won’t! Second, ranking on the first page of Google also positions you as an authority in your market. Consumers take notice of which companies are in the top positions, and if they don’t see you on the first page, they have already cast your business as inferior to the competition.
Before you say to me, well that’s pretty self-explanatory and of course being on the first page of Google will get me leads, let me explain. For competitive markets, you have to fight like hell to on the first page of Google and once you are there your competition is going for that same page placement. That is because the first page of Google is so incredibly powerful for lead generation. It’s so powerful that many companies attempt to “game” the system by using techniques prohibited by Google. These techniques may boost rankings for a few weeks or months, but once Googe discovers the scheme, these sites will eventually push to page 3 and page 4 of Google. Once this happens it is likely, the sites will have to be abandoned.
Let me explain how to achieve the top position for the hardest and most competitive keywords in your area.
Specific Page Targeting
As a roofing contractor, you offer more than just roof replacement services. You probably also offer roof repairs, help with insurance claims, or maybe gutter installation, etc. Because of this, it’s imperative to dedicate a top-level web page to each of the services you would like to rank on page #1. You shouldn’t just target all products to the home page, and do not target the same product on multiple pages. Having multiple products on a single page makes it hard for Google to determine what your web pages are about.
For example, you should have a separate web page for roof repair, roof replacement, and emergency roof repair. You should also have a separate web page for each of the cities in your service area. So, if you have two cities in your service area, you should have a page for “City 1 + Roof Repairs” and “City 2 + Roof Repairs”. If you have four different products and your service area is four different cities, you should have 16 different web pages.
Identical keyword in the URL
For example, notice how bobsroofing.com/Dallas-roof-repair uses the same keyword in the URL. This enables Google to clearly understand which page to connect their users with, should they search “Dallas Roof Repair”.
2000+ Words Content
SERPIQ studied search rankings based on length of content, and the study showed that longer posts usually perform better on every level. The reason why length content gets ranked higher is quite simple, the more content you have, the more that gets indexed. The more that gets indexed, the better it will perform in searches and results.
A longer post also allows for a more variety of keywords. While your service you provide is roof repairs, there are 1,000 of word combinations that the consumer could be entering into search to describe roof repairs. Having lengthier post allows you to incorporate those keyword combinations into the text of the post.
A longer post also gets shared more on social media.
Finally, a longer post gives you an opportunity to showcase your expertise and positions you as the leader in your field.
Build internal links throughout your content will help Google to learn more about your services. For example, on the web page bobsroofing.com/dallas-roof-repair, you should link to the page “/dallas-roof-replacement” in the content. Internal linking naturally targets and boost the keyword “roof replacement” and also allows consumers to navigate your content quickly.
Ranking for competitive keywords, like “City+Roof Repair,” can be extremely challenging and it is not a setup and forget it strategy. You have to continue to improve your website and create new content to keep your first page rankings. Ranking on Google is more of a marathon than a sprint, and those companies that give up too soon will be assured to lose.
2. Offer Free Estimates and Exclusive Web Discounts and Promotions
Once you start getting visitors to your page you need to entice them to take action now, by offering a free estimate and exclusive discounts and promotions. Just having a web page ranking on the first page of Google isn’t enough to get potential customers to call you. One of the best ways to do this is to offer an exclusive web discount. People love feeling like they are getting a deal or getting a gift and this is an excellent way to get them to call or to enter their contact information. For example, add a small banner advertisement offering $250 off Roof Replacement for the month of March can spur customers to act. Presenting your site visitors with a special offer is a lot more compelling reason to contact you than just stating, “contact us” or “call now.”
3. Give Away a Free Resource
Once you have a potential customer on your site, you need to lure them in to enter their contact information. Another way to do that is to offer free resources in the form of a PDF. This resource can be something like a simple checklist on how to determine if they need a roof replacement or a how-to guide on choosing the best roofer for their project. Your free resource has to position you as the roofing authority in your area and the best choice for roof replacement and roof repair.
Here are some of our ideas:
- 10 Things You Can Do to Prolong the Life of Your Roof
- Guide: How to Choose the Best Roofing Contractor
- How To Find a Roof Leak Like a Pro
Use an automated email responder like Aweber or Constant Contact to collect emails and deliver your free resource. Using a service like Aweber allows you to collect emails and to continually to market your products and services to your potential customers. One great thing about automated emails is that once you set up it, you can continue to market your business on autopilot.
4. Make a Strategic Partnerships
Call almost every contractor, real estate agent, real estate investor, home painter, chimney sweeper, gutter installer, and anyone else you can find that has regular contact with homeowners and offer them 10% of any roofing business they send you.
These people are asked all the time for recommendations and its easy money for them to make by simply referring a customer.
Clearly, explain and show your partners that you have a good reputation and that you will immediately send them a check for 10% of the contract.
5. Offer Customer Referral Programs
Also, create a customer referral for your past clients. Here is an example of a customer 10% finder’s fee letter if they send you a referral that results in a sale.
You need to make sure that your customers take this seriously, so it is of vital importance that you make it look official.
You need to sign each referral letter you mail out personally. Give an example of how much money the referral fee would be for your different services. For example, clearly show that if you complete a $7,500 sale the referral payment would result in $750 finder’s fee when you get the down payment.
6. Be Active in Social Media
These days’ people are using social media to discuss almost ever topic, including roofs. If you join the conversation, then position yourself as a subject matter expert and the predominate roofer in your area your business will get free publicity and reach a new customer that traditional advertising wouldn’t otherwise be able to reach. Be active on Facebook and Twitter by answering questions that consumers have about roofing maintenance, repairs, replacements, and financing.
Make an effort to post new content every day on your social media pages, start engaging conversations, share company news, and photos. Social media is about being social and shouldn’t be all about sales. It’s important to share fun and interesting facts about your industry, and keep the hard selling to only a few posts each week.
7. Showcase Your Work
Photos are the best way to showcase your jobs and your company. There are so many roof contractors that just put up stock photos on their websites to showcase their products expecting to build trust with their customers. What do you think this signals to customers? Well, it sends signals that you may not be a real local company. Consumers want to see that they are working with a local roofing company and not some fly by night contractor.
Showcase your past work, your equipment, and a picture of you and your team.
8. Add Live Chat to Your Web Site
Adding chat to your website is a way to convert your website visitors into happy paying customers. It is an excellent way to increase your ROI on your content, SEO, and marketing efforts. A site visitor sees a nonintrusive message that lets them know you are available to answer any questions. Adding chat to your website is an excellent way to turn a site visitor into a lead instantly. Some studies have shown that including online chat has increased revenues by 30% or more.
A few trusted providers of live chat are LiveChat, ZenDesk chat, Zopim, ChatRoll, and GoMoxie.
According to the US Census Bureau, there are 118 million homes in the US, and if we assume the average lifespan of a roof is 25 years that equates to 4.72 million homes that need roof replacements every year. That doesn’t include homes needing roof repairs and new homes!
There is an endless amount of business out there, and you just have to go out and find it!
If you focus on these eight steps to roofing lead generation over the next year, I promise you a HUGE boost in leads and sales. You and your sales team have to commit to these steps.
I truly hope these ways to get roofing leads helps your roof contracting business win more business so that you can double or triple in size.
Don’t forget to look for my next post!