Updated: May 2024.
Every roofing business owner wants to get ahead in this competitive industry, but it can be hard to figure out where to start. Attracting more roofing customers might be on top of your list, but many other roofing companies are also aiming for a piece of the market.
So, how can you set yourself apart from the competition and attract more roofing customers? Here are five ways to do just that.
1. Improve Your Roofing Website
A good website acts as a home base for any roofing company. It’s where potential roofing customers come to learn more about your services, schedule an appointment, or sign up for your company’s newsletter, which makes it an all-important marketing hub. You may find that there are two types of roofing leads:
- People who see your content (whether organic or paid) on their social media feeds
- People who click on your website after running a relevant search
Attracting the second lead demands an effective search engine optimization (SEO) strategy. Research the most relevant keywords in your niche — be it roofing installation, roofing service, or roof repair — and use them when you create content for your website. Anyone searching for a roofing business in your area can find your company using these keywords.
Create different landing pages for each roofing service you provide. Make your content educational to attract more people to your site. A dynamic, well-optimized website will attract new customers to your roofing company’s front door.
2. Use Referrals to Get More Customers
Word-of-mouth marketing is one of the most effective ways for roofing companies to get their message across. Before potential customers hire you for a roofing project, they will most likely ask around to get an idea of your customer service and how good you are at fixing their roofing problems.
But how do you get people to refer your company to others? The best roofing companies know how to offer incentives for new referrals. Incentives could be in the form of:
- Discounted rates on future roof projects
- Gift cards
- Free upgrades to existing roof repair projects, such as better quality shingles or roofing materials
However, the best way to get more referrals is to just do an excellent job. Whenever you provide excellent commercial roofing services, happy customers will remember the level of service you provided and tell others about it. They might even go on social media to recommend you to anyone looking for a skilled roofing contractor.
3. Provide Free Estimates
People are attracted to free stuff. Offering free estimates is an effective strategy for getting new customers because of the following:
- It gives you a chance to explain different financing options to cost-conscious roofing customers.
- It helps your roofing business stand out from other roofing professionals in your area.
- It shows that your roofing company values transparency, especially in areas where customer worries the most, such as roofing installation costs. Customers feel more confident when they know what they’re getting into price-wise.
You should incorporate this feature into your marketing strategy as well. For instance, you can use it as an incentive in your email marketing: “The estimate is free, so what do you have to lose?”
Once you’ve conducted a free estimate, the homeowner is much more likely to hire you for their roof replacement or repair project.
4. Get on Social Media
Roofing contractors need people to see them if they expect to have any business. Many roofing companies find great success in integrating social media into their roofer marketing. Facebook, Instagram, YouTube, and other platforms are all excellent places to promote your services and reach new leads.
Organic social media content lets you attract new customers without spending more money on marketing. You can make simple posts about different roofing materials or services that you offer, such as:
- Asphalt shingles installation
- Flat roof repairs
- Roof leak repairs
- Metal roofing installation
Each of these is a unique keyword targeting a specific customer segment in your service area. For instance, people requiring a roof repair in North Carolina can run a Facebook content search and see posts you’ve made about metal roofs in the past. In addition, Google tracking pixels can link a customer’s search queries with their Instagram newsfeed to help you source even more leads.
5. Start Managing Your Online Reviews
Online reviews are an important part of reputation management for roofing companies. Think of them as the digital image you present to the world. When people search for your roofing company online (or for general roofing companies in your area), they’ll see your company’s business listing and all the posted reviews that accompany it.
Managing these reviews is crucial. Take control of your business profile pages on Yelp, Google My Business, Facebook, and any other website where you maintain a profile. You want to track inbound reviews consistently and respond to as many customer reviews as you can. If there are any negative reviews, respond to them and offer to fix the issue. Addressing the issue promptly might encourage them to take down or change the negative review.
The more quality jobs you do for homeowners, the more inclined they’ll be to leave a positive review. Positive reviews help:
- Build your roofing company’s image and reputation in your community
- Encourage more leads to contact you
- Boost your search rankings
Managing online reviews can seem like a lot of work, but it pays dividends in the long run. Scorpion's Reputation Management Suite allows you to track, react, and respond to reviews all on one easy-to-use platform.
Get New Customers, Find New Business
Find what sets your roofing company apart from competitors and leverage it. Build your brand identity and refine your marketing strategies. With the right marketing strategies in place, your roofing business can attract more customers, leading to increased sales and revenue.
At Scorpion, we make it our mission to help roofing companies like yours thrive in a very competitive industry. Using the strategies we have outlined here, we can help you improve your marketing to find more leads and grow your business. Contact us to learn more.
