Determining Lead Quality
When estimating how much your roofing lead will cost you, the first thing to consider is the type of lead. Lead quality matters because it affects the chances of closing out the contract and that, in turn, justifies the cost of the roofing lead.
Leads come in all shapes and sizes, including emails, texts, and phone calls. While all have merit and can result in sale closure, some leads have a higher closure rate than others.
In particular, leads generated by telephone calls are more likely to arrange an appointment for a quote. This is because customers and contractors develop a rapport more quickly when speaking in person than communicating electronically.
Not only is it easier to read the other person’s conversational cues, but both parties feel they are making a connection. And connectivity can be vital to successful lead acquisition.
That makes it essential for roofing contractors considering working with lead-generating companies to ask about:
- Types of leads
- Contractor’s freedom to determine lead quality
How Much Do Roofing Leads Cost?
- Job type
- Lead type
Roof composition varies, and shingles can derive from:
The roofing material required affects the cost of the roof work needed. This, in turn, affects the cost of the roofing lead.
Another factor that determines the cost of your roofing lead is the type of job the lead generates. In particular, the amount of work involved has a significant impact. A lead for minor roofing repairs necessarily costs less than a lead for complete reroofing.
Leads can be either exclusive or shared. The nature of the lead determines how many contractors benefit from it. This plays a crucial role in deciding how much your leads cost.
Generally speaking, shared roofing leads cost less than exclusive leads. However, it can be harder to land a job. Moreover, shared leads, while less expensive, almost always result in a bidding war as multiple roofing contractors compete for the contract.
While on paper, this might sound like an asset, that’s only true for the person on the receiving end of the roofing quote. Typically, people gravitate towards hiring the contractor with the least expensive estimate, and this causes the vying contractors to give the lowest quote possible.
While it’s more affordable for the client, it drastically diminishes the potential profit generated by the lead.
But for roofing contractors able to work with low costs and high lead volume, shared leads can be an asset rather than a problem.
Finally, the season plays a critical part in determining how much your roof lead costs. Demand for roofing work is frequently weather-dependent. This might lead you to think that roofing leads are at their most expensive in the summer.
However, because many roofing contractors can readily pick up work when the weather is good, this isn’t the case. Instead, roofing leads cost more in the winter when the supply of roofing contractors often exceeds demand.
Of course, not every lead will result in a job. But to successfully sustain your business, you want at least two out of every three leads to result in work. That will enable you to pay for leads and material while still garnering a healthy profit.
To ensure it’s worth the cost of your roofing lead and to help close the contract, remember:
- Value of phone calls
- Follow up after quote
Sustaining that personal connection between you and the prospective buyer is vital to your closing rates and justifying the cost of roofing leads.
Ultimately, the primary considerations affecting how much roofing leads cost are:
- Close rate
- Lead type
Your ability to generate leads is integral to running a successful roofing contract business. To do that, you need to generate leads at an affordable rate. When considering the cost of roofing leads, pay attention to:
- Roofing material
- Job type
- Lead type
Finally, don’t underestimate the impact that a lead’s quality has on the cost of roofing leads. Shared leads can be valuable, but they can lead to bidding wars. In contrast, exclusive leads cost more but have a higher closure rate.
Ultimately, what you choose is based on what you can afford and what you need to help your business thrive. If you foster personal connections with potential clients, your close rate will increase. You’ll be able to pick and choose your leads, hopefully, irrespective of costs.