How often do you shrug your shoulders when somebody asks you…
What’s the best way to generate roofing leads?
New or not to the roofing industry, you need people to be thinking of your company when they need to get their roofs done.
Lead generation should be an essential part of your plan. That’s how you continuously attract customers and expand your business.
In today’s guide, I’m going to show you a list of strategies to attract more roofing prospects. You can use these tips right away. Dig in.
The Best Way to Generate Roofing Leads (11 Strategies)
1. Create effective blog posts
From a business’ standpoint, blogging doesn’t just educate readers about roofing, it also takes them further down the sales funnel.
Make sure to create content that your potential roofing leads find useful and will drive sales to your business. Here are three helpful ways to do that:
Write to your buyer persona.
First, collect data about your audience. Find out what their age is, where they are located, their hobbies, interests, and pain points.
A simple strategy is to get insights from your team of roofing contractors.
Also, using a keyword research tool gives you numerical data on what your roofing audience is searching for online.
Give them something to act on.
One thing I notice in many blogs is that they are a dead end. What do I mean? They share helpful tips but never ask their readers to take action:
- Sign up for their mailing list
- Participate in a survey
- Download their ebook, guide, or checklist
- Watch their webinar
A word of advice: Your call-to-action has to be relevant to the blog post itself. At the same time, you’ll want to check your CTA’s performance.
Optimize for SEO.
You can make your roofing blog posts much more effective by optimizing them for search engines.
A solid strategy would be to research keywords that match your readers’ intent and add those keywords in specific parts of your post. Optimize other areas such as your title tag, URL, and meta description.
You also want to improve your blog’s page speed and mobile-friendliness.
2. Start a giveaway campaign
Why should your roofing company be running a giveaway? Giveaways have the potential to make you go viral in your location.
What giveaways do is that they incentivize your audience for getting their friends to sign-up for your campaign. The more they share, the greater their chances of winning.
Heard of the startup company Harry’s which grew 100,000 emails in one week? They set-up a pre-launch referral campaign where they gave out their shaving products for free to those who referred their friends:
You can do the same for your roofing business. Require your giveaway participants to enter their email address so you can get in touch with them when the giveaway ends.
What prize should you give? Great ideas include free roofing inspections and roofing service discounts.
3. Use Facebook Retargeting
Facebook has 2.32 billion monthly active users (Statista) which makes it a huge driver of your roofing company’s growth.
Here’s what you should know: Not all of your roofing blog readers feel ready to convert right after consuming your content. They would leave and check out other roofing companies online… and then check on Facebook.
With Facebook retargeting, you basically show relevant Facebook ads after readers exit your roofing website.
Alternatively, you can show ads to people on your email subscriber list based on their behaviors. For example, email subscribers who’ve:
- Opened your email but never clicked your link
- Opened your email, clicked your link, but didn’t convert on your landing page
4. Claim your local business listings
Having your roofing business’ information (Name, Address, Phone Number) listed on local business directories has many benefits.
For one, you get a boost in online visibility.
Directories connect you with your local audience. Your reputation as a roofing business improves. Your traffic increases because local directories allow you to link back to your website.
Most business directories are free. Some of the best ones include:
Regardless of where your roofing business is listed, remember that your information has to be consistent and accurate.
5. Ask your customers to leave reviews
Do you ask your roofing customers to write a review after you’ve completed their project?
Love them or hate them, online reviews impact a potential customer’s perception of your business. Before they decide to hire you, they might want to get a feel of who you are by checking out reviews.
So as you can see, online reviews are a form of social proof. They’re guaranteed to generate new roofing leads.
Assuming that you’ve optimized your profile on business directories, you can now start asking your current customers to leave a review.
There are many ways to do this. You can send them an email request (if you have their email address), add calls-to-action on your website, or simply have a candid conversation over the phone or in person.
6. Answer questions on Quora
In case you don’t know what Quora is, it’s a question and answer website where people share their thoughts and opinions. Currently, it has around 200 million monthly active users.
As a roofing business, you can use Quora to get roofing leads for free. How? By looking for roofing questions and providing useful answers. This strategy will help you establish yourself as a roofing expert.
People who love your answers will feel compelled to visit your Quora profile and follow the link to your roofing website.
Here’s how to use Quora for driving roofing marketing leads:
Create an interesting Quora profile.
People on Quora check your profile to learn more about you. Mention what you do and a few of your accomplishments as a roofing contractor. Be sure to include a link to your roofing website.
Find topics to follow.
Look for topics that relate to your industry, which is roofing. This will allow Quora to notify you when questions about roofing come up. Simply enter into the search bar “roofing” or any topic related to roofing and click follow.
Start answering questions.
Now it’s time to show your expertise by answering questions. The best way to do this is to provide extremely helpful answers.
7. Nurture your email list
Maybe you’re wondering what you should do with all the email addresses you’ve collected.
Simple: You want to keep communicating with the people on your list to heighten their interest until they’re ready to hire your roofing services. This entire process is called email list nurturing lead nurturing.
I know you think this takes a lot of work, but the truth is, you can simply create an automated email series.
Inject personalization by addressing people by their first names and doing list segmentation depending on which stage they’re at of your sales funnel.
Here are some email ideas to send out to your list and increase their engagement:
- Roofing tips and advice
- Weekly roofing blog post updates
- Limited time offers
- Roofing customer success stories
- Contests and giveaways
8. Create location pages on your website
If you offer your roofing services in multiple locations, you need to create and optimize separate pages for these locations.
Why? Setting up separate pages makes it easier for you to rank for local search terms. So for example, if a roofing customer in location A looks for roofing services, Google will serve location A service page to that customer.
When writing a location page, it’s important to base your content around that location. That means you can talk about events or a storm that happened within the location.
Also, don’t forget to add local listings for each location. Check that the information is accurate.
9. Showcase your work portfolio.
Roofing leads want to know your experience and skill set, which is why you should display your projects on your website and social media pages.
A work portfolio doesn’t only reveal your talents. It also pre-qualifies you as a prospective roofing contractor and puts you at the top of their minds.
You can create a simple gallery of your project photos like this:
Or you could go the extra mile by adding “before and after” images like this:
If you post roofing project photos on Facebook or Instagram, write a brief overview of the project and end with call-to-action that entices people to visit your website to learn more or contact you.
Always use high-quality photos. Consider investing in a good camera.
10. Offer payment options
People appreciate it when you try to be helpful by offering them various ways to pay. It makes their lives more convenient, especially if they’re looking to save money or want transactions to be done in a secured manner.
Roofing companies that offer flexible payment terms are likely to convert more of their roofing leads into customers. Payment options to help roofing leads finance their projects include the following:
- Credit card
If you aren’t flexible with payment yet, change your strategy today. This puts you ahead of the competition.
11. Print out brochures and flyers
Offline resources such as printed materials used to be the best way to generate roofing leads. But just because we’re now more connected online, doesn’t mean offline techniques no longer work!
Brochures and flyer distribution help drive website traffic and sales. In fact, they can generate faster results when leveraged the right way:
Choose the right venue.
The key is to distribute your printed marketing materials in places where potential roofing leads hang out. An example would be outside home improvement stores since people are in the mindset of renovating.
If you are a commercial roofing contractor, visit old offices with roofs that need servicing.
Use quality images.
Good imagery captures your prospect’s attention. Avoid using stock photos. Hire a photographer or take clear pictures of your roofing projects yourself. Follow a style guide to maintain a consistent look.
Make it easy for them.
Add headings and bullet points to highlight important information. Use simple language that gets your message across. Focus on solving their roofing problems — leaks, repairs, etc. Don’t forget to include your address and contact details.
Before You Go…
Now that you know our top ten strategies, you’re ready to start the journey of generating commercial and residential roofing leads. I know what you’re thinking — that all these tips take a lot of work.
And when you get a few leads, the work still doesn’t end. Roofing lead generation is an ongoing process.
If you don’t have a marketing team to streamline roofing lead generation, hire someone who has solid experience. That’s where I come in to help.