Running a profitable roofing business involves much more than just expertise and knowledge. You need to know your top competitors and track down some ways that can help your business with high-quality lead generation for roofing.
According to B2B Technology Marketing, the biggest hurdle that more than 60% of marketers struggle to overcome is generating high-quality leads. There might be a huge possibility that your roofing company is probably the best in the market but you are not getting enough roofing leads.
This indicates that the success of your roofing services also depends upon the number of potential customers that you attract. This will ensure that your company never runs out of work.
If you are running short of ideas and want to attract a steady stream of clients to your business, then check out this post till the end. Here we will provide you with some excellent ways that can help you find potential leads continually without spending a fortune!
What is Lead Generation for Roofing?
Lead generation for roofing is the process of attracting and retaining customers via digital channels like websites, social media, etc. These leads are actually the prospects who show interest in your roofing services by sharing their contact information either via phone call, online form or any other submission leads.
For many marketers, lead generation remains the key goal as it helps them get more sales conversions. There are various ways using which businesses can generate leads for roofing like direct mail, advertising, trade shows, etc.
Importance of Lead Generation for Roofing
For all roofing contractors, lead generation is essentially important in order to maintain a steady stream of business. If your business does not generate leads on a consistent basis, then it might struggle to grow as they have to depend on occasional online inquiries.
So, if you want your roofing business to stand out in this fiercely competitive roofing industry, then you need to rely on a reliable method for generating leads. Here are some other reasons that justify the importance of roofing lead generation:
- Sustained Growth and Expansion: Effective lead generation ensures that your business never runs out of potential customers. It helps your business attract a consistent influx of potential customers which not only grows your roofing business but also helps in business expansion over time.
- Higher Conversion Rates: By implementing various marketing strategies, your business attracts some quality leads that are more likely to convert into customers. This indicates enhanced profitability and higher revenue for your roofing business.
- Budget-Friendly: When it comes to effective lead generation, it can be said that they are more budget-friendly than other traditional advertising methods. This allows to you target specific audiences so you can optimize your campaign as per your marketing budget.
- Outshine Your Competitors: By executing these lead generation strategies, you can easily gain a competitive advantage over your competitors. Its proactive approach will help your roofing business establish itself as a leader in the industry.
Proper implementation of these strategies will not only help attract new leads but also remain at the top of the minds of prospective customers. So, when these potential customers will need your services eventually, your business remains the first of their top picks.
12 Effective Ways of Roofing Lead Generation
For a successful sales funnel, it is significant to generate leads, especially in a competitive marketplace like roofing. However, lead generation for roofing should not feel like a vicious circle.
If you want to keep your business afloat, then you should allow your prospective customers to come in and avail of your roofing services. To help you out with this, here we have rounded up 12 probable lead generation strategies that will help you find more potential customers and drive more revenue to your business.
- Grow with SEO
If you want to gain control over organic ranking positions, then search engine optimization should be your top priority. It will help your roofing business gain more visibility and enough leads for higher sales.
You need to optimize the different elements of your website to make it search-engine friendly. This will make your website rank higher in the organic search results and make it visible to audiences who are searching for roofing businesses online.
Here are a few ways in which you can optimize your website for SEO:
- By integrating location-specific keywords on your website
- Claiming and verifying your Google Business listings
- Ensuring that your NAP is consistent across all your online listings
- Optimizing title tags and meta tags of your website with primary keyword
- Improving the web page’s loading speed
- Optimizing the alt text of images
- Integrating keywords properly into the content.
- Use Email Marketing to Building Trust with Present Clients
For roofing business owners, email marketing can be another effective way to encourage conversions and nurture new leads. They can also use this tool for nurturing long-term relationships with their existing clients.
One of the major benefits of using this tool is that you know who on the receiver’s end is receiving your message. You also get to know how they have interacted with your business in the past.
Till now if you haven’t created a detailed email marketing list, then now is the time. Get ready to collect all the important information regarding the customers that you come in contact with. This should include a minimum of their address, full name, email address,l and phone number.
Once you have successfully created your email subscriber list, you can share with your subscribers any roofing-related content that has been recently published on your site or any limited-time discounts on your roofing services.
This email marketing proves to be a boon for your business as it targets only those leads who have chosen to sign up and are already interested in your services. So, all that you need to do to turn them from potential customers to paying customers is keep them interested in your services and try to engage with them often.
- Take Up Content Marketing to Generate Quality Roofing Leads
Another roofing lead generation tactic that is being often used to find more potential customers is content marketing. By implementing this tactic, you can establish your company’s authority in the roofing industry. All you need to focus on is creating relevant, high quality content related to the roofing.
You can even create blogs on your website where you can share different posts related to a variety of topics on roofing. The blog topics might include tips for hiring roofing contractors, advantages of different roofing materials, etc.
Writing these posts is not just enough, you also need to optimize each post for search engine optimization so that its visibility increases. In addition to this, you can also embrace other content forms as well, like infographics, e-books, videos, etc. Ensure that these pieces of content are audience-centric and offer some valuable insights or value to the users.
Content marketing can also come in the form of how-to guides, case studies related to past customer experiences, and informative articles. Also, it should be well-centered around some keywords and phrases using which your audience searches.
- Bring in More Leads with Social Media Marketing
Contrary to traditional marketing methodologies, social media marketing allows the exposure of your roofing business to a larger audience. This can prove to be a game-changer for your business as it helps them connect with a lot of potential leads.
With more than 5 billion active users on social media platforms, this can be a great place to market your roofing companies as well as for lead generation for roofing. This is the reason why they are relying on social media to generate roofing leads.
Regardless of the fact whether you are displaying the expertise of your roofing business or posting about your services on social media platforms, you can seamlessly make use of it to market your roofing company. You can also post engaging or informative content on social media to position yourself as an expert in this field.
Take a look at some simplified steps that you can follow to develop an exceptional social media marketing plan for your business:
- Identify which social media platforms your customers are using, be it Facebook, Instagram, LinkedIn, YouTube, Snapchat, Pinterest, Twitter, etc.
- Develop a social media calendar for the platform
- Create suitable content for each platform or repackage the existing content on your site for use on multiple social media platforms.
Investing in social media marketing will not only expand your business reach to an extent but also help generate more leads to the business.
- Invest Wisely in PPC Advertising to Appear in Top Results
Another cost-effective form of lead generation for roofing is PPC search advertising. PPC marketing is comparatively much more targeted than all other forms of online advertising.
Here you need to pay a specific set amount only when someone clicks on your ad. Not only do these PPC ads provide more exposure and visibility to your brand but this is also responsible for increasing your brand awareness by 80%.
As these pay-per-click ads work on a bidding system, you can guarantee top spots for your website. It has been also found that visitors who come to your website via PPC ads are 50% more likely to take action.
In fact, Google also offers a Local Services Ads option. This option can be used to get more roofing leads and connect with those who are searching online for the products or services that their business offers. These ads allow advertisers to pay only when the users book a service, call, or message through the ad itself.
Another benefit of using PPC ads for getting exclusive roofing leads is that they drive visitors to your website from the moment your PPC campaign goes live. So, unlike SEO, you will get to see an immediate increase in your website’s traffic with PPC.
However, you should be careful while creating or managing a PPC campaign, otherwise, you might end up spending beyond your marketing budget with no such results!
- Attend Trade Shows
Another way that is considered helpful when lead generation for roofing is attending regional or local trade shows. These trade shows provide amazing opportunities to businesses for generating commercial roofing leads.
It allows showcasing your products and services to a wide range of potential customers in a very short period and in one place. So, invest in an eye-catching trade show booth or expo. This will make your roofing business look more professional in the eyes of potential customers. In fact, this will also help you build trust with potential customers.
From here, you can collect information about the potential customers who stop at your booth. Later, this information is going to help you in following up with them, either via email, phone, or direct mail.
- Make Use of Direct Mail
Direct mail can be considered as an outdated digital marketing strategy but it can be exceptionally used by roofing companies to generate leads. This is mostly effective for local businesses.
The best way one can make use of direct mail is by combining it with other marketing strategies. Like, you can send out emails inviting the recipients to an upcoming trade show or to announce or share information regarding any referral program.
- Leverage the Power of Online Reviews
One of the best ways to get roofing leads is by leveraging the power of customer reviews. Business owners consider this as a goldmine to get free roofing leads because the testimonials are available free of cost.
Positive reviews help in reassuring your leads and connecting with the best of the customers. So, make sure to encourage your customers to leave reviews and ensure to respond to them in a professional manner. This will show that you are committed to providing excellent service to your clients on a timely basis.
You can also choose some relevant testimonials to your customer personas and link them back to the original review.
- Launch Partnerships With Other Businesses
Developing strategic partnerships with business owners who are serving the same customer base or dealing with complementary industries is one of the most popular ways of roofing lead generation.
You can partner with other roofing contractors or companies that deal in home improvement, home building, renovation, and related services. When you cross-promote with these businesses, your business gets exposed to a wider audience. In fact, you can also sign a mutual agreement that is a win-win position for both sides. This agreement might involve referring customers to each other or sharing leads with one another.
While partnering, ensure that you are doing so only with trusted businesses. This will help your customers to trust your services and generate roofing leads for your business. Moreover, they can also recommend your high-quality roofing services to others.
- Leverage Referral System
For roofing companies, referrals are crucially important to build your network and generate leads. These referral processes endorse your services in a relatively inexpensive way, and this is the reason why it is considered one of the smartest marketing strategies.
If your main aim is to get commercial roofing leads, then your focus should be on getting referrals from those companies that provide roof installation and roof repair services in commercial construction.
By building relationships with satisfied customers as well as new customers who come through the referral process, you can generate enough warm leads for your business that can be easily converted.
Since referrals have the potential to generate great prospects, you need to build a robust referral program that involves payment. This will grasp the interest of your customers and they will be more likely to engage with the program. Indirectly, it will help you with finding a steady flow of high-value roofing leads.
- Optimize Your Site for Local SEO
If the ultimate motto of your roofing business is to thrive in the local search results, then you should implement a local SEO marketing strategy to attract local customers. You can easily do so by leveraging the Google Business tool.
Once you create your Google Business profile, it will allow you to seamlessly manage your online presence across different Google platforms like Google Maps, Google Search, etc.
It is recommended to fill in the details in the profile comprehensively. You must fill in essential details like your roofing business name, address, hours of operation, services, phone number, etc.
Furthermore, in order to boost your site’s visibility, you should optimize your website for local keywords. This targeted approach will ensure that your business stands out amongst many roofing contractors that are already serving those areas. It will also help you with boosting local search traffic to your site while increasing quality leads to your site.
- Buy Roofing Leads Carefully
Another effective strategy that can be used to generate exclusive leads is purchasing leads from online platforms like Bark or Thumbtack. These websites help connect the customers who are looking for roofing services with the providers.
You can buy leads from these websites for businesses or individuals looking for roofing contractors. Through this method, you can seamlessly get a steady stream of leads which in turn maximizes your conversion.
So, if you want to attract more leads and stand out from your competitors, then promote your roofing services on these websites.
Key Challenges that Roofing Companies Face While Generating Leads
Even if the roofing business is running successfully, often some companies find that their clients have been taken over by their competitors. The case becomes worse when they don’t even know that their clients feel dissatisfied with their services.
If you have ever faced such experiences then you might be finding it difficult to analyze where exactly the problem lies. Check out this section to learn some common hurdles that companies often face while generating leads. You can go through them and then decide where exactly you need to make a shift to create a smooth flow of clients to your business.
- Not getting a reliable way to get enough roofing clients
If you intend to grow your roofing business then offering extraordinary care to your clients is not enough to help you out. Sometimes, even the most loyal clients turn out from your business and choose one of your competitors.
In fact, there is a certain percentage of clients who always prefer changing roofing companies. This is why it has become essential to have a reliable way of attracting new clients to your roofing business.
- Failing to engage with potential clients to make them feel yours
Engaging with your prospective clients is essentially important to get more sales pitches. Even if your roofing business has a long-term client, if you don’t engage or interact with them until the long term, you might guarantee to lose them.
So, apart from generating interest among your potential customers, you should convince them why they should opt for your business. This will make them remain attached to your business and they will not choose another business instead of yours.
- Your roofing company website is getting less traffic than your competitors
No matter how wonderful your roofing services are, if your website is getting insufficient traffic, then it is a serious concern. In spite of your business presence in your local area, if your competitor is getting a major share of the clients looking for this particular service, then your business will continue to lack and further fall behind.
Therefore, you must focus on getting a high number of website traffic from your local area. This is because these are the people who might become your loyal and lifelong clients and will further tell your friends and known ones how excellent your services are.
You must also target that your business website should get more traffic in your area than your competitors.
- Your website might not be visible to prospective clients using mobile
If your website is not mobile-friendly, then your business might lose a huge number of clients who are using mobile devices for searching about roofing services. With the world accessing mobile devices the most for online searching, it has become quite essential for websites to become mobile-friendly.
This will have a significant impact on those roofing clients who are searching online for your services. So, ensure that your website is easy to navigate even on mobile devices. This will make a good impression on audiences who are searching online for your services and save you from losing hundreds of potential clients.
- Failing to take care of negative reviews
The emergence of online review sites has made it simpler for everyone to share their opinions – either positive or negative. This also has a great impact on the online businesses and the revenue they are generating from it.
A single negative review has the potential to make or break your roofing business. So, keep this in mind while you are running your online roofing company. Also, make sure that your roofing business is highly reviewed, there is a lot to lose in case it is not maintained properly. However, if your business is poorly reviewed, then you can invest in online review management to gain more trust and free roofing leads.
If you don’t remove negative reviews from the sites, then there is a high chance that some of the clients who were just planning to head up to your direction might stop and turn back. Thus, you must never fail to remove these negative online reviews to generate leads.
- Lacking a solid strategy to get client referrals
Referrals don’t usually happen automatically; you need to build trust among the audiences and provide them with excellent services on a consistent basis. But doing so is not just enough to get a satisfactory number of referrals, you must have a positive strategy so that you get your client referrals.
So, end up developing a good referral strategy so that you don’t miss a steady stream of your clients entering your roofing business. You must rely on a proven process so that others can refer customers to your business.
To Sum Up
For any roofing company, it is essential to get high-quality leads as this can help you with building your brand and growing your business. But getting extensive roofing leads is not that easy; it requires a multi-faceted approach.
You can implement the strategies mentioned above to attract more new customers to your site. Also, you can go through the challenges that companies often face while lead generation for roofing. Following the listed above strategies can help you generate quality roofing leads and turn them into your potential customers.
Additional Resources:
