9 Ways to Generate Better Roofing Leads
From roofer PPC ads to social media marketing, there are lots of ways for modern roofing contractors to generate leads. But, here’s the thing. Not all roofing leads are made equal.
The best roofing leads are ready to convert. They trust your roofing company, are familiar with (and need) your roofing services and don’t take much convincing to convert.
But, not all roofing leads are good leads. Some leads will never convert, no matter how hard you try, while others may require quite a bit of effort on your part for them to convert into paying roofing clients.
The quality of your roofing leads is directly related to the quality of your lead-generation strategy. Here’s how to generate better roofing leads.
#1. Identify your target audience
Not everyone wants or needs your roofing services, and it’s a waste of your time and money to market to the wrong people. But, in order to market to the right people, you need to know who they are.
By identifying your target audience, you’ll learn where they spend their time online, their pain points, what kind of marketing message will resonate with them and more. It’s the first step toward effective roofer marketing.
Here are a few tips to help you identify and understand your audience:
- Analyze your current client base – Take some time to think about who your best clients are, and try to identify at least one characteristic they all have in common.
- Consider who benefits from your roofing services – To figure out who to market your roofing services to, think about who needs or benefits from them the most.
- Collect demographic data – By collecting demographic data, like age, behavior or location of your customers, you can target your roofing ads with pinpoint precision.
- Send out a survey – Learn more about what your clients really want or need by sending out a survey.
The better you understand who your audience is, where they spend their time, what their pain points are and what kind of message will resonate with them, the more effective your lead-generation strategy will be.
#2. Develop an effective roofer website
Roofing web design plays a critical role in lead generation for roofers. The right roofer website can be a lead-generation powerhouse; whereas, the wrong roofer website can leave your visitors pushing the back button.
Your roofer website needs to paint a clear picture of who you are, what you do and what makes you the right roofing contractor for the job. It needs to have professionally written content that’s easy to understand and free of industry jargon.
When a website visitor has a clear understanding of your roofing services and company, and they fill out a contact form or call you, they’re a lot more likely to convert than if they were misled or are confused about what you do.
In addition to having clear, concise website content, it’s also important to make your roofing contractor website conversion-friendly by including your contact information on every page and having short, quick contact forms.
#3. Invest in roofer SEO and content marketing
More often than not, when someone has a roof leak or hail damage that needs to be repaired, the first place they turn to look for a roofer is a search engine, like Google or Bing.
People actively searching for the roofing services you offer on search engines are some of the highest-quality roofing leads you could ask for. It’s critical that you get in front of them, and in order to do that, you need to rank on page one of the search results.
Roofer SEO (search engine optimization) is the process of optimizing your website for relevant keywords. This tells Google and Bing what your website is all about, while also helping you rank higher in relevant searches.
In addition to roofer SEO, you should also invest in content marketing. This is the process of publishing content on your website, blog, social media profiles and beyond to increase organic visibility and attract roofing leads.
Roofer SEO and content marketing are the keys to driving organic, high-quality roofing leads for your business. And, the best part is that every organic click is free.
#4. Use ad targeting
Multi-channel advertising can be a beneficial marketing channel for any roofing company. Done right, it can help roofers increase brand awareness, build trust, capture market share and drive sales.
However, in order to reap the benefits of multi-channel advertising for your roofing company, you need to make sure that you’re targeting the right audience.
By targeting your roofing ads, you can make sure that only the people who are most likely to convert into leads see your ads. This helps you make the most of every advertising dollar.
Modern advertising strategies, like OTT (over-the-top) — also called digital TV — ads, Facebook ads and display ads, allow roofers to target people based on key demographic data, like age, location, etc.
#5. Take advantage of retargeting
Hiring a roofer is a big deal for most people. The stakes are high, and no one wants to take the risk of hiring the wrong roofer.
As a result, it can take time for people to decide on a roofing contractor, and most people aren’t going to be ready to convert the first time they’re introduced to your roofing company.
With ad retargeting, you can get your ads in front of people who have already shown an interest in your roofing company by visiting your website, clicking on an ad or interacting with your brand online in some other way.
By taking advantage of retargeting ads, you can stay top of mind with roofing leads who may not have been ready to convert in the past but are highly likely to convert in the future.
#6. Use email and text message marketing
As we mentioned, it can take time to research a roofer, and most people won’t be ready to convert the first time they hear your marketing message.
One of the best ways you can ensure that you’re the roofing company they choose when they’re ready to book a roofing service is to stay top of mind with email and text message marketing.
With email and text message marketing, you can stay in contact with your leads throughout every stage of the marketing funnel, from initial awareness to the final sale.
And, the best part about email and text message marketing is that it can be automated with the right marketing software.
The Marketing 360® Nurture app allows you to automate time-consuming manual tasks, saving you time while also allowing you to stay connected with roofing leads and nurture them into paying clients.
#7. Get roofer reviews and referrals
Before someone will choose your roofing company, they need to be able to trust you. One of the best marketing tools you have available to you in order to build that trust is reviews and referrals from your existing clients.
Every roofing company claims to be the best at what they do. However, not every roofing client has good things to say about the company they worked with.
People will trust what your existing clients have to say about you much more readily than they’ll trust what you have to say about yourself. Roofing reviews and referrals can be incredibly powerful in terms of building trust, and converting leads into clients.
The best way to go about getting roofing reviews and referrals is to simply ask your existing clients. Immediately after a roofing service, ask your client for feedback about their experience.
If they’re happy, ask them if they wouldn’t mind taking a few minutes to write a review for you or tell their friends and family about your roofing company.
On the other hand, if they’re not happy, this is a great opportunity to ask for feedback that you can use to improve your business.
Another great way to get reviews is to use email. By sending out a follow-up email after a service has been completed, you can get valuable feedback about your business while also automating the reviews process.
#8. Manage your local listings
When somebody needs a roofing contractor, there are many different directories, apps and websites they can use to find local roofer listings.
These local listings are an important lead-generation source for local businesses, like roofers, because the people using them are directly looking for your services. That makes them high-quality leads that are likely to convert.
It’s important that when people find you on local directories and listing sites, like Angi or Top Rated Local®, the information that they find is up to date and accurate.
If they find an old phone number, or an outdated link to your website, it’s not going to create a good user experience. And, they’re going to move on to the next roofer on the list.
One of the best ways to proactively manage your local listings is to use local listings management software, like the Marketing 360 Listings app.
This allows you to update and manage all of your local listings across more than 50 of the most popular sites, directories and apps from just one place. When you have to update your phone number, address or website, it takes minutes to do it everywhere you’re listed.
#9. Rate your roofing leads
Modern roofing contractors have many options when it comes to lead generation. However, what works for one roofer won’t necessarily work for another roofer.
That’s because every roofing company is different, and it’s important to know what works for you and your client base.
One of the best ways to determine which lead generation strategies work best for your business is to take a look at what you’ve already done and measure your results. Which channels and strategies are driving the most leads?
It’s not only important to know which channels are generating the most leads, but also which channels are driving the highest-quality leads. In order to determine that, you need to rate your roofing leads.
When rating a lead, consider how ready they were to work with you, how long it took them to convert and how well you were able to solve their roofing needs.
The best leads are not only the most convertible, but they also benefit the most from the services you have to offer. These are the leads that are most likely to tell their friends about your services, to leave you roofing reviews and to work with you again when they need roofing services in the future.
If you want more of these types of leads, you need to know where they’re coming from and what you’re currently doing to generate them. Employing more of these strategies can help you get more high-quality leads.
Not all roofing leads are made equal. If you want the best roofing leads, you need the best lead-generation strategy. Marketing 360 can help.
The Marketing 360 roofer marketing platform has all of the tools a roofer needs to manage and grow their business from one place. This includes email marketing software, social media management tools, listings management software, reputation management software and so much more.
Plus, you get all of the talent you need to maximize your growth. We have a team of Designers, Content Marketing Specialists, Ad Specialists, Marketing Success Managers and more, all ready to help you generate high-quality roofing leads and reach your goals.
