The best time to start generating leads was maybe 20, 25 years ago. The second best time to do so is right now. I’ll tell you more insight. Let’s dive right in.

What is up, beautiful people? Mats Moy here from Moy Consulting. For the best advice on generating roofing leads online, be sure to subscribe to my channel and hit the notification bell so that you get notified every time I release a new video, just like this one every Wednesday.

For those of you guys who don’t know me, my name is Mats Moy and I’m the owner of Moy Consulting. We work with hundreds of roofing companies across North America, helping them get online and start producing their own quality roofing leads in-house.

Set up for a stronger year

Just to make sure we’re on the same page here, a qualified quality lead to me is having someone who has a roofing problem that’s looking to get it fixed right now, picking up the phone and calling you for a roof estimate.

So in today’s video, we’re going to be talking about a marketing strategy or a marketing guide for 2021. We want to make sure that you’re setting yourself up for success this year as far as producing leads.

You may have had an amazing year last year, or you may have had a really poor year last year due to COVID-19 and whatnot. So we’re trying to help you get set up for a much better year this year. I’m going to give you some tips that are going to help you prepare for the 2021 roofing season the good old way.

The best time to start is NOW

So we’re in the middle of winter for some of you. For most of you guys, it’s actually snow season. The roof is covered in snow. You know, things are slowing down, but as I said earlier, the best time for you to start producing leads is right now.

For those of you guys who are wanting to start generating leads in the spring of 2021, you are already making a big mistake. You are already falling behind the competition because the time to get prepared for the spring season is right now, not when the spring season comes around.

For those of you guys who have, you know, systems in place to start producing leads by paying for them, then, by all means, spring. You can wait to get there and start producing leads then. But for those of you who don’t have any means of generating leads through paid means, you’re trying to generate them organically or in other words through SEO, then you’re going to have to start doing something right now so that they can kick in by the time the spring comes.

If you’re looking to start in the spring, then you really won’t see any results until the mid-roofing season, and by that time you’re already too busy. Hopefully, you’re too busy, but you’re already having, you know, a foot behind the competition whereas you could have been ahead if you had started right now rather than a couple of months down the road.

Evaluate what worked best for you

So another thing that you can do to get yourself set up for the 2021 roofing season is to evaluate or reevaluate what worked best for you in 2020, right?

If you don’t already have a website, please get one, it’s standard, right? It’s standard. And there’s no other way for me to put that. You need a website in 2021. Okay, so in 2020, hopefully, you had a website. And if you have one, there are a few things that you need so that you can evaluate what actually worked for you.


For one, hopefully, you are tracking things, okay? And it’s not enough, especially in today’s world. It’s not enough to have someone on the phone, ask their customers how they found you. And here’s why.

If you ask someone who called you, “Oh, how did you hear about us?” And they say, “Google,” for example. Well, it’s very hard to determine which part of Google got that phone call, made you get that phone call. Where did they come from? Right? You can’t just say Google and then end of the story, right?

You’ve got Google Ads, you got Google Local Service Ads. You got Google My Business, you got your website. These are all associated with Google. Well, which one produced that lead?

What I’m trying to say here is you should have the right tracking mechanisms on your website. The ability to track the lead that came from wherever it came from. So have these set up on your website.

1. Google Analytics

So Google analytics, have that set up on your website so that you can track website visitors that are coming from really anywhere. Okay, this is your basic analytics. You need to have this set up. If you don’t already have this setup, figure out how to get it set up, okay?


The second thing is having goals set up in your analytics, right? So what is the purpose of, or not the purpose, what would you like the customer to do? Identify that on Google analytics, right?

So if it’s a matter of getting someone to fill out a form, you should be able to track that. Having someone pick up the phone and call you, you should be able to track that. These are things that you need to have set up so that you can properly assess what’s working on your website.

2. Facebook Pixel

The second thing is the equivalent to your Google analytics, but for Facebook, right? We got two of the biggest marketing platforms. And I always like to refer to this video. So check this one out to see which one I prefer between Google and Facebook.

Now you should have a Facebook Pixel installed on your website as well. It is the equivalent to a Google Analytics code, and it gives you the data. It lets you to track the visitors and what’s going on on your website. So definitely get that set up.

So those two things, very basic should be on every single website, no exceptions.

3. Heatmap tracking

And the last thing, which is something that’s very much overlooked, not a lot of people know about this, but install heatmap tracking, all right?

This is something that you definitely want to install because it will allow you to see, like to visually see how people are interacting with your website. So when somebody lands on your website, what are they actually doing?

I speak to roofers all the time and they tell me, “Oh, our website gets a lot of visitors, but no calls, how come?” Well, this is a way for you to see, right? What happens when people actually go to your website. With heatmap tracking, you can actually install that.

So I’m actually going to put a few links down in the description so that you can get these things set up and installed on your website. So Google Analytics, a Facebook Pixel, as well as heatmap tracking that we use Hotjar,

Again, I’ll put them all in the description down below so that you’re able to just click on a link and follow some instructions to get it set up on your website.

4. Getting reviews

Now, this third thing is by far the easiest thing you can do as a business owner. If you have very poor tech savvy skills, you’re not with the whole technology, then this is something that even you yourself can do and should do on a regular basis. And this is the art of getting reviews.

Now get in front of your customers, give them a call, stop by their homes and say, “Hey, can I get a review?” Because this is the most powerful strategy to actually grow your online presence, is to get those reviews.

It makes up a huge component of how many leads you’re going to be getting by the simple fact that people seem to like you, right? So when Google can see that you’re getting quite a few reviews coming in every day, then Google’s going to do their part and send you as much traffic as you will get reviews.

Okay, so start over getting as many reviews as possible because it’s going to help you in the overall growth of your company, lead generation, and revenue.

Look at your competitors

A good exercise for you guys to actually do is take a look at the competition in the area, right? Take a look to see how many reviews they have and all you need to do is match or exceed them. It’s as simple as that.

If you want to get the bigger share, as far as the leads that are coming in from the internet in your local area, just beat the person that has the most reviews in the area, and you will be getting more phone calls from that same avenue. So try to do that.

Book a call with me

So hopefully you liked these tips to help you get started on the right track to success in 2021.

For more videos like this, I would please, please, please encourage you to like, subscribe and hit the notification bell so that you get notified when I release a new video, just like this one every Wednesday.

Also, if you want to join a community of roofers, just like yourself, who are learning about this forever changing space, I kid you not, it changes all the time. Then what you want to do is join my free Facebook mastermind group. The link for that is also down below in the description.

So there you have it guys. If you want to take it another step further and grow your business and figure out a better way to ultimately attract more people towards your company, I highly encourage you to check out my free Ultimate Roofing Leads Webinar. The link for that is down below, check it out. It’s going to give you a few more tips and show you exactly how we help our clients grow their online presence and start generating more leads online.

All right, guys, so that’s my time. I will see you next week. Peace.


Google Analytics:

Facebook Pixel:

Hotjar (Heatmap Tracking):

Facebook Ads vs. Google Ads: Where To Generate Roofing Leads:

Join The Ultimate Exclusive Roofing Leads Webinar here:

Be sure to join the secret Online Roofing Leads Mastermind Group here:


Let’s connect on social media!