Man, there’s just so much that isn’t said about how to properly promote your business online. I mean, theoretically speaking, everything that you’re doing offline to promote your business can be just transitioned to the online space.

And so in today’s video, we’re gonna talk about USPs. And if you don’t know what that is, let’s dive right in.

What is up, beautiful people? My name is Mats Moy. And for the best advice on generating roofing leads online, you’ve come to the right place. Be sure to subscribe to the channel because we put out videos just like this one each and every single Wednesday to help roofers like yourselves who are looking to better themselves in the online space.

What’s a Unique Selling Proposition (USP)?

And now, for this week’s video. So I remember when I first started this business and I had gone to the bank to open up a bank account. You go to the government, you get your business license, you do all these things to get started, but specifically, I remember going to the bank. And when I opened the account, the advisor was asking me what my unique selling proposition is.

Now at the time, I thought nothing of it. Well, what do you mean? “I’m just going to build websites.” “Well, there are lots of people who build websites. What makes you any different?” And at the time, I thought nothing of it. I just thought I’d be going out there and building websites for hundreds and thousands of clients, and everything would be okay. Quickly, I find out that that was not the case. Building websites was a commodity.

Now, I had thought back and said, “What have I been doing for the past five years?” and I have been working with roofers, and so why not cater my service to just them? That would make me very unique ’cause not many people that build websites only do it for a specific industry. They just do it for everyone. And so that itself made me stand out. It’s the same reason why you probably clicked on a video that was specifically catered to roofers.

USPs for Roofers

Now, how can that be of importance to your roofing company? Because everybody gives out free estimates, right? And if you don’t, that already makes you unique, but everybody gives out free estimates. Everyone’s gonna come to your house and give you the estimate.

Everybody is professional. Everybody is licensed and insured. And I say that generally speaking, guys, because I know that’s not the case. But how many of you offer exactly what your competitors also offer? “Oh, we’ve been in business for 25 years.” Now that’s something you can go off of because not many roofing companies have been around for that long. But if you look at how many roofing companies in your area have been around for 10, 15, 20-plus years, you might find quite a few. So what would differentiate yourself from the competitor who was also been around for 20-plus years?

These are the types of questions you need to ask yourself because people who are looking online need to find a difference between your company and the other company to say, “I’d rather pick you.”

USP, unique selling proposition. It’s your ability to showcase why your roofing company is superior to the next roofing company. That’s all it really is. So some of the questions that you may be asking yourself to help you figure out what your USP could potentially be.

Do you specialize in some kind of roofing?

Do you only deal with retail or do you only do insurance claims? Not necessarily only do, but do you specialize in insurance claims? Do you specialize in metal roofing, flat roofing, commercial roofing?

What makes you stand out? Don’t try to cater to absolutely everyone because that is what most companies do. Who do you specifically want to cater to? And this is where you can conduct a little activity to pretty much describe who your ideal customer would be.

Have you been around a long time?

If you are new in business, then you probably don’t wanna highlight that. But if you’ve been around for 20, 30, 40, 100-plus years, this is a family business that’s been going on for five generations, then that is something that you’re gonna want to just run with.

Do you have tons of customer reviews?

Do you have a bunch of happy customers?

Now, one thing I wanna make clear is customers offline, meaning you’ve spoken to the customer after you did the job and you asked them what they thought about working with you guys, and they said it was fantastic. Now, that cannot be conveyed online. Online, you need to have concrete proof that you have tons of reviews. AKA, you need to have people writing stuff about you, or them be okay to be on camera, saying X, Y, and Z about your roofing company.

Have you won some pretty cool awards?

This is something that you can also showcase online just by having the right badges.

Are you certified with certain manufacturers that your competitors may not be?

And what does that offer the customer? What does that mean to the customer? That’s something that you want to highlight because it’s nice to say we’re certified with this, this, but what does that mean? What does that mean to a consumer?

Does this mean that in case something happens, you guys will come back and fix things? What does that mean to the customer? Because we can’t just say, “Oh, we’re certified with this, this, this, this, and this manufacturer.” Okay, cool. What does that mean? You wanna convey that message online, whether it be in a video format, in a text format, or just letting your customers know whenever you do go out and give out the estimates.

Escape bidding wars

So these are some examples of some of the questions you may ask yourself to determine what kind of unique selling proposition you want to stand out from the rest of the roofing companies in the area.

If you look like every other roofing company, there’s nothing that’s gonna draw people towards you. And then it ultimately becomes, who is the cheapest guy? That’s what it really boils down to.

And just from my history and my experience of speaking to many roofing company owners, that is not what you guys want to do. You do not wanna go into a bidding war. And if you’re gonna do that, then you might as well use a company like HomeAdvisor.

Book a call with me

A quick side note, we’re always open to hearing from roofing company owners who are wanting or need help in the online leads generation department. And so if you’re interested in that, there’s a link down below to schedule a call with myself or one of my staff members. And don’t forget to fill out the survey application. That helps us plan prior to the call so that we can come up with an actionable game plan for you and your roofing company.

So there you have it, guys. If you really enjoyed this video, then be sure to hit the thumbs-up button. It helps me out with the algorithm and put out more videos just like this one each and every single week.

Also, don’t forget to subscribe and hit the notification bell so that you get notified when I put out a new video each and every single Wednesday.

Lastly, if you wanna join a community of roofers just like you, who are learning about this forever-changing space called the internet, then be sure to join our free Facebook mastermind group. There’s a link down below in the description, and there we share even more content to help you and your roofing company generate more leads online.

So there you have it. That’s my time, guys. Thank you for watching this video, and I will see you next week. Peace.


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