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Roofing Leads | 14 Powerful Tips to Get More Leads Now [Expert Roundup]

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Updated August 27, 2019
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Roofing Leads

Are you getting roofing leads constantly? Do you want to put the processes and systems in place to get roofing leads regularly?

It’s not quick – and it’s not easy – but it’s worth doing. We’ve rated them by several criteria – how big the opportunity to get leads is, how quick they are to take effect, and how long it takes before the effect wears off. Building a reputable brand isn’t on the list – but the opportunity there for leads is HUGE (5/5), it does not take effect quickly (1/5), but if you have a great brand and reputation it will give you returns for a long time into the future. (5/5)

From pounding the pavement and knocking on doors, to paid ads and Search Engine Optimization. We surveyed some of the top roofing companies and are sharing with you the strategies for building your roofing business beyond your wildest imagination. It starts with what? That’s right – leads.

(Then of course you have to be able to close the business – but that’s how you got here, right?)

Roofing Leads

Your first storm got you thinking getting leads is a piece of cake? Think again.

When you first open your roofing business, the rush of new leads may give you a false hope that you’ll easily find leads consistently. But, finding new roofing leads is something that you need to work on continuously as part of your overall marketing strategy. As a roofing business owner, you should have some creative ideas in your pocket to use to help you generate new leads as your business grows. The following methods are reliable enough to bring you some leads that you can convert to sales but creative enough to excite people about your company.

1. Pounding the pavement. Knocking doors. Canvassing.


Opportunity  5/5  |  Expensive 2/5  |  Quickness 5/5  |  How long to wear off  1/5


Many roofing business owners got their start pounding the pavement – they recognized that although uncomfortable sometimes, there is insane amounts of opportunity just getting out and having conversations with people that have been affected by storms. Once you get the rush of selling someone face to face, and realize that the money is literally falling from the sky – you may get addicted to it. The only harsh reality here is that there isn’t always a storm – so that means the general need for roofing services is usually spread more far and wide then just canvassing a specific city.

Door knocking is a massive an undeniable opportunity in the arsenal of roofing companies to get more leads (and close more deals), but it most definitely should not be the only one.

 

2. Optimize Your Website for Search Engines


Opportunity 5/5   |  Expensive 3/5   |   Quickness 2/5   |   How long to wear off  5/5


You know that your site is an essential part of your marketing strategy. But, you may not know how important it is for your site to stand out from the competition and be ready to convert visitors to leads and, potentially, to customers. Therefore, your website should be creative, engaging, and optimized to pull visitors in to make it one of the best ways to find free roofing leads that come to you.

How do you do that? An essential element to your website that shows visitors the most important aspects of your company is the landing page. This is the main page that visitors see when they visit your site and can list everything from your services and photo gallery to your contact information and links for a free quote. The less amount of time people have to click around to find out what they came to your site for, the more likely they’ll be to fill out a quick contact form or give their information for you to communicate with them. 

Your landing page should be clean with precise wording, engaging fonts, and crisp photos. Stick to making it simple instead of overloading it with information. Your visitors should be able to skim it to find what they need. Include a clear call-to-action to entice visitors to give you their email address or fill out a form for a free quote, giving you a lead with no additional effort from you.

 

 

3. Use Google Paid Ads


Opportunity 5/5   |  Expensive 5/5   |   Quickness 2/5   |   How long to wear off  1/5


Google paid search ads, or PPC campaigns can be gigantically successful – depending on how much competition there is in the area, the amount of serious need – and of course your ability and making effective ads. There can be a lot of waste if you’re not setting up your ads correctly, and to some degree, it requires experimentation and pivoting those experiments based on the feedback (the effectiveness) of those ads out in the wild.

But Google Paid ads can be an extremely viable way to generate more leads for your roofing company. Just like canvassing, it shouldn’t be used alone, of course. Ideally, you mix and match 3 or 4 of the top methods for getting roofing leads so that you can diversify lead sources, and not depend on one.

“Google Local Services ads should be part of any roofer marketing plan. These are a newer Google Ad format that is widely available to roofers, but many are not using them despite the numerous advantages they offer. First, they appear at the absolute top of Google search results. Second, they note that companies are “Google Guaranteed” and show off star ratings and reviews. Lastly, and best of all, they are a pay per call model and reasonably priced. Qualified calls average less than $50 each and Google does not charge for hang-ups or wrong numbers. This is particularly advantageous for roofers with a weak web presence or outdate website, because it allows them to advertise with Google and generate leads without ever sending people to their site.” – Aaron Hockel, AltaVista Strategic Partners

 

Ads not converting? Use Conversion-Focused Landing Pages

“A simple way to get more roofing leads is to use landing pages for all of your marketing campaigns. While full-blown websites are great for allowing visitors to gather information, they stink at turning them into new leads for your business. Relevant messaging is the key to getting someone to give you their contact information, and by using landing pages, you’re able to focus your message around what got someone there in the first place, while eliminating all other irrelevant information. This leads to higher conversion rates, an increased volume of leads, and a lower cost per lead. Plus, using landing pages allows you to test various page elements against each other much faster and simpler than you ever could on a website, which allows for continuous improvement over time. Conversion-focused landing pages are a must if you plan on using paid ads to grow your business.” – Marc Levesque, Webrunner Media

4. Partner with Local Businesses


Opportunity 2/5   |  Expensive 1/5   |   Quickness 2/5   |   How long to wear off  3/5


When you partner with local businesses, you show your support of your local commerce system and get your company name spread to others who may need your services at some point. A roofing company may find it beneficial to target local hardware stores, for example, to find people who may be interested in their business. This type of partnership is also called co-marketing.

Many co-marketing partnerships work well using referrals. The hardware store may refer a customer who’s looking to repair his roof on his own to your company and offer one of your business cards. In return, you can refer your clients to the same hardware store for supplies they need to maintain their home. You’ll get free advertisement by partnering with local businesses and the additional advantage of a trustworthy business backing your company name.   

 

5. Create a Referral Program


Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5


A referral program for your employees and customers can also help generate roofing leads for your business. Your employees want to remain in business as much as you do, so offering incentives for them to refer friends and family to your company for their roofing needs may encourage them to share with others about your business’s services consistently.

And your clients can be one of the best resources for giving you free roofing leads. Happy customers are often willing to share their experiences with others on social media or review sites. Offer a special discount for future service to any client who brings you a qualified lead.

6. Track the Weather


Opportunity 4/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  1/5


Weather is an important part of the roofing business, so why not use it to your advantage to generate more leads? There are several storm-tracking apps and software that you can use to stay on top of where weather experts expect storms to hit in your area, or you can subscribe to weather alerts through your local news stations or The Weather Channel.

Once you learn where and when the storms are coming, you can get your crew prepared and call or visit the homes or businesses of those likely to be affected. Some storm alerts can give you several days’ warning before one hits, so you may even have time to send out a direct mail campaign targeting the affected area. 

 

7. Be a Social Media Personality


Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5


If you have any charisma – or can take interesting photos, it pays to wield those assets on social media. Now roofing isn’t necessarily the ‘sexiest’ industry in all regards, but it can pay to be aware of what about it IS INTERESTING. If you can use a general sense of what you’d like to see if you were in need of a roof – or just a homeowner, what to watch out for, how to clean your gutters or do basic maintenance – then you can showcase those things in little how-to posts on social media, or ideally do  little videos that give quick and useful tips to homeowners.

“At Lasting Trend, we found that offering valuable insights and quick, useful tips on social can spark interest from users. You can have a Q&A session on Facebook Live, showcase before-and-after pictures and answer users’ questions on other pages (for example, the ones about home improvements). In this case, you promote your brand’s name without being too aggressive.”  – Tim Absalikov Co-founder & CMO at Lasting Trend

Yes, this takes time and a bit of awareness of the particular platforms – but I would suggest sticking to 2 or so that you can do really well, then trying to master everyone and god forbid, end up on Snapchat trying to sell roofs to 17-year-olds.

How to get more roofing leads

8. Direct Mail


Opportunity 2/5   |  Expensive 3/5   |   Quickness 3/5   |   How long to wear off  2/5


Be careful with direct mail because you can waste your money on it if you don’t do it right. The above example is a piece that could really get someone’s attention – but always remember: it’s not about you – it’s about them. You need something that makes that want – no need – to get in contact with you. You have to stoke DESIRE – so that if they need a roof, they might as well contact you. Don’t make your logo the biggest thing, don’t try to sell every single one of your services – speak to THEIR pain point for ONE THING.

Make sure you use a very tight list based on your ideal customers. Make sure you include a very intense and obvious call to action – Call 555-555-5555 right now or go to ourwebsite.com. It’s not their fault if you’re copywriting is too vague. Spell it out, and make it easy for them.

“Direct marketing offers Roofing Companies who want to increase their business the most cost-effective way to locate their absolute best prospects. Direct marketing refers to direct mail, telemarketing, email and social media marketing. These marketing channels give roofers entrée to the right people, offering tremendous visibility, which is key to branding and lead generation.

Roofers should never spend their precious marketing dollars reaching out to people who aren’t solid prospects. Newspapers, ADVO, radio + TV don’t give you the bang for your buck. You need to reach out only to those Homeowners or Businesses in your specific market areas who are prime candidates for your roofing services.. For Roofers looking to generate new residential customers leads, we suggest finely targeted property owner data. These homeowner lists can be overlaid with home year built, roof type and modeled credit score. Those roofers who are looking for commercial prospects succeed with our commercial property file, which offers an option to select free standing business locations.

The key to success is reaching these top prospects via multiple marketing channels. A great direct marketing list gives roofers the option to do this.” – Dale Filhaber, Dataman Group Direct

 

9. Participate in Trade Shows and Local Events


Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5


Finding local leads is the most important part of a roofing business unless you don’t mind traveling a lot. Participating in trade shows and local events can give you an advantage over other companies in your area who choose not to get involved. Even if they do join, you can use the events to keep up on new things other companies are doing so you’ll know where you may need to improve.

Those visiting your trade show booth should get significant takeaways, like your contact information and something valuable, like a free quote. And be sure to get contact information for your leads so you can follow up with them. Also, check your local Chamber of Commerce for upcoming business events and ask how you can participate. A Verizon survey noted that 87% of people prefer to meet others in-person, so face-to-face communication can be a great way to generate leads.

 

10. Promoted Posts and Facebook Ads


Opportunity 3/5   |  Expensive 3/5   |   Quickness 2/5   |   How long to wear off  1/5


Promoted posts can be extremely useful just for brand awareness – they allow you to pay to have your regular Facebook posts show up higher on people’s regular newsfeeds. Depending on your age and general level of social media activity it may need to be said but, there is a ridiculous amount of attention spent (maybe you think wasted) on Social media today, and no more than Facebook (Twitter + Instagram combined don’t equal the amount of time spent on Facebook).

By taking some of that attention – and paying for it, you can be ahead of many roofers still paying for Google ads only. But it really depends on your area, just like how good of a deal you can get on Google paid ads depends on your area. Want to own two or three mid-size first-ring suburbs? It can pay to spend solid amount of advertising dollars on Facebook if you use it’s extremely useful targeting tools. I can’t help but favor Google ads and SEO if I had to choose just two because it’s hard to interrupt people with this service when so many people have a specific time they are looking for it and you might as well get them while they’re searching. That being said I would still inundate ‘homeowners’ in storm-effected areas with Facebook ads.

“One of the best ways to generate roofing leads today is to use video ads on Facebook. A video is a powerful form of communication that can help position your roofing company to be perceived as a roofing expert vs. a roofing salesman. If you have a video that provides valuable information that can help a homeowner make a better decision on securing their home it will not only help you generate more leads it will help you generate a higher-quality lead.” – Mauricio Cardenal, Roofing Marketing Pro’s

Paid ads can also help your salespeople doing their groundwork, and if clients have seen you online already before a sales pitch is brought to them, that can assist the sales team in capturing that lead.

11. Angies List, Thumbtack, HomeAdvisor, Houzz


Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5


You know them I’m sure because they spam the hell out of roofers (and many service providers actually,) but it doesnt’ mean you shouldn’t at least add yourself to their platform. It’s still worth it to EXIST on them – but you have to be strong and not cave to their aggressive salesmanship. I’ve heard of people spending 23k to be featured on Houzz for a year and getting exactly 0 leads.

Call me old-fashioned but I don’t think you should spend 23k for no leads.

Home Advisor may be appropriate for some if absolutely necessary, but the problem is you may be inundated with expensive leads that are already picked over, and that have absolutely no awareness of your brand or allegiance whatsoever.

I think roofers should run their own experiments and try every possible opportunity for leads before settling in to 3-4 ways to get leads that work for them – but in general, I doubt that those consistent, on-fire leads you’re looking for aren’t going to come from some parasitic website like the ones above that sometimes literally rank for your own name above you, and then sell the lead back to you. Lame.

 

12. Radio


Opportunity 2/5   |  Expensive 3/5   |   Quickness 3/5   |   How long to wear off  1/5


Radio ads can be great if you’re local and the time is right. But really radio is another tool to add to your arsenal to try to be the #1 top of mind roofing company in the area. That is – have better ‘brand awareness’ than your competitors.

Focus on creating an ad that seriously catches peoples attention. Once again (like the mailers), focus on the customer’s pain point – how can you help them fix THAT pain point? Can you make that into a powerful headline to start the ad?

Make sure to include a call-to-action and specific reason to contact you like a FREE report, or a FREE inspection.

Extra Credit: Make sure the ad has a cut-off  – Call now to get our SPECIAL til the end of JUNE. Having a cutoff point creates urgency in people’s minds that there’s a reason to call or go to the website and get the resource now, rather than waiting till next week.

 

13. Telemarketing


Opportunity 3.5/5   |  Expensive 3/5   |   Quickness 3/5   |   How long to wear off  1/5


Telemarketing is all about timing as well. It all comes back to timing your calls around weather events. If you can get your people on the phones, or hire a telemarketing company to get on the phones quickly and aggressively – there’s an opportunity that expires as soon as they have someone come up to their door, or they choose to use the roofing company with a sign in their neighbor’s yard.

 

14. Local SEO Strategies


Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5


If you want to get more leads from Google – you need to be thinking beyond the traditional on-site search engine optimization of 10 years ago. When we optimize websites, we’re thinking about local directory listings, and especially about how the business is showing up in Google maps. We’ve even found a couple of tricks to really push up visibility in this area of the search results – one example, for instance, is that you need to push to get more Google reviews as they actually play a part in visibility here.

Slow burn – but important for the long haul:

1. Review Sites – like I mentioned above Google ratings matter, but if you can get great reviews on Facebook and Yelp – the likelihood of people contacting you goes up.

2. E-mail Marketing – If you are building an e-mail list, putting your best content and promotions in front of them regularly (without being annoying) is great for brand awareness – and occasionally leads, depending on the size of your list.

3. Making sure your website converts well – You having a professional website pays off, but you also need to focus on how easy it is for people to contact you and building out useful resources that also lead to conversions (or contact forms and phone calls.) If you are building a ton of SEO traffic or spending on PPC – and not seeing as much results as would seem appropriate, circle back around on the website and add trust factors like reviews, photos of your team, and roofing jobs you’ve done, as well as call to actions and a compelling offer upfront.

4. Creating Awareness – You should be creating long term marketing systems that increase awareness of your brand, and solidify it in the industry as being a good option. It is going to be much easier to close a deal if your potential client has seen your brand on trucks, signs, facebook, Linkedin, etc. These long term marketing tactics help support your salespeople as well as build your brand.

5. Support Your Sales Team – Help your sales team have the most resources they can have, the best sales pitches and plans, and a brand built that supports their sales. Help from the marketing team is key to making those sales. Work on making your brand the only option for your area to choose from, and that will help your salespeople close deals. Continuing education is key to supporting your sales team as well, and practicing sales pitches and routines to get the perfect one that works.

6. Google Reviews – Put in the work to receive and maintain good Google reviews. You should crave feedback from customers, as it’s the best feedback you can get, right from the source. Maintaining a high star rating is super valuable because customers can see it as they’re researching your company.

Get Solid Roofing Leads

A little bit of creativity in your website and marketing efforts can go a long way in generating leads for your roofing business. It’s important to get your company name into the hands of as many locals as possible, which is easier when you do so in a creative way that stands out. Be present in your town by partnering with other businesses and participating in events and leverage your current clients and employees to reach potential leads. 

Some Common Questions About Roofing Leads

How do I get more roof leads?

There are literally hundreds of ways to get more roofing leads. But a few ways to get started include – wrapping your truck, using yard signs, getting a professional website, promoting your website with Google ads, getting higher on Google with search engine optimization, Angie’s List, Thumbtack, Houzz, and Home Advisor. Ideally, you own your marketing systems – rather than ‘rent’ through a lead generation site like HomeAdvisor. Utilize as many lead generation systems as possible – then double down on the ones that worked, and remove the ones that don’t give a good return on investment.

How do I promote my roofing company?

Promoting a roofing company – you should start with the basics. Name the company something original, have a graphic designer create a memorable brand and create a website and a Google My Business listing. Claim your page on Facebook, Instagram, and Twitter, as well as promote these pages to your personal network. From there, escalate your efforts to the truck wrap, yard signs, PPC and SEO efforts. Creating systems to get more referrals, and leveraging social networks is the easiest way to start – while making video marketing, SEO, PPC, and event marketing are heavy-duty marketing and brand-building techniques.

How much do roofing leads cost?

Companies like HomeAdvisor, Thumbtack, and CraftJack sell leads for anywhere from $13 to $72 dollars, but often these leads do not respond to phone calls or e-mails. Roofing leads are best when they came in through your website or referral systems – and thus you should be doing a mixture of lead-generation activities, and long-term marketing systems so that your company naturally attracts leads without having to buy them.

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Tim Brown

Tim Brown is the owner of Hook Agency, an SEO and Web Design company focused primarily on driving traffic and leads for small businesses, roofers and construction companies.

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