Introduction: Understanding the Roofing Landscape
The roofing industry is very competitive. With many roofing contractors, suppliers, and other support industries vying for the attention of roofing customers, understanding the dynamics of lead generation is crucial to thrive. Before going into the details of lead generation, let’s take a moment to look at key statistics shaping the roofing market:
Where Are Your Customers?
Studies by Invoca reveal that 62% of users research roofing companies before deciding, with year-over-year growth for related searches soaring by 107%. Remarkably, 80% of these users didn’t have a specific roofing company in mind when they commenced their search, yet 84% contacted a company they found online. Additionally, the average sale amount for individuals searching for roofing services approaches nearly $5,000, emphasizing the lucrative potential of effective SEO strategies tailored to the roofing industry’s unique demands. However, customers are concentrated locally, making traditional methods, such as referrals, word-of-mouth, and even contact information written clearly on trucks invaluable.
7 Lead Generation Strategies for Roofing Companies
1. Local SEO
Local SEO is a must in an industry deeply rooted locally. Optimizing your website for local searches increases your chances of appearing in relevant search results when potential clients are looking for local services, such as roofing services.
- Creating City-Specific Web Pages:
Creating city-specific web pages allows you to tailor your content to local audiences, increasing relevance and visibility by ranking in searches on specific geographical areas.
- Claiming and Optimizing Google Business Listing:
Claiming and optimizing your Google Business Profile listing ensures that your roofing company appears prominently in map searches. Moreover, Google Business Profiles provide an excellent platform for customer reviews.
- Improving Mobile-friendliness:
Improving your website’s mobile friendliness is crucial to ensuring a seamless browsing experience for visitors using smartphones and tablets, improving search rankings.
- Improving Page Speed:
Improving page speed enhances user experience and search engine rankings, as both visitors and search algorithms favor faster-loading pages.
- Integrating the Right Keywords Into Your Written Content:
Integrating the right keywords into your written content boosts your website’s visibility in search results, attracting relevant traffic and potential customers.
- Updating Meta Tags:
Updating meta tags accurately represents your content to search engines and users, improving click-through rates and overall visibility. Ensure that these contain localities where your target customers are.
- Optimizing Image Alt Text:
Optimizing image alt text improves accessibility and search engine indexing, ensuring that your images contribute to your website’s overall SEO performance.
2. Social Media Marketing
According to a study by SproutMedia, 89% of consumers will buy products from companies they follow on social media. This makes platforms such as YouTube, Facebook, Instagram, and LinkedIn invaluable for roofing companies seeking to reach out to potential customers.
- Organic Content
Organic content on social media platforms allows you to engage with your audience with a personal touch. It caters to your market’s preference for higher levels of attention and care in building trust with potential leads.
- Community Involvement
Social media involvement in the community demonstrates your commitment to fostering goodwill and attracting customers who value corporate social responsibility.
- Showing Work Results
Results speak for themselves. Social media platforms provide ways to express this tangible proof of your capabilities, enticing potential leads with visual evidence of your expertise and dedication to quality.
- Active Presence in Social Media Communities
Social media provides you with a ground to build a network with potential leads. Social media communities also allow you to participate in relevant discussions and establish your presence as an authority in the roofing industry.
- Roofing and Highly Localized Hashtags
Utilizing highly localized hashtags on social media increases your visibility among local audiences, making it easier for potential leads in your area to discover your roofing services.
- Paid Advertising
Paid advertising on social media allows you to reach highly specific demographics and interests. If done properly, paid advertising will enable you to reach potential leads who may not have encountered your organic content otherwise.
3. Pay-Per-Click Advertising
While organic reach is valuable, investing in targeted paid advertising can amplify your reach and lead generation efforts. Utilize platforms like Google Ads to bid on relevant local keywords and appear at the top of the page of those actively searching for roofing services locally. Fortunately, highly localized keywords are not as expensive to “bid” as more wide-reaching ones, making pay-per-click an enticing, overlooked, lead-generation alternative.
4. Content Marketing
Content marketing provides an excellent platform to place relevant and highly localized keywords. However, its value is more about building trust with site visitors by telling them you are an authority and an expert in your field.
- Blog Posts
Blog posts tailored to roofing topics can address common concerns and questions among potential clients, positioning your roofing company as an authoritative source and generating leads through organic search traffic.
- Videos on Youtube
Videos on YouTube showcasing your roofing projects, tips, and expertise can engage potential leads visually, provide valuable insights, and foster trust in your services.
- Case Studies
Aside from reviews, potential customers will look for ways to learn more about you. Case studies are one of the most effective ways to demonstrate your expertise, problem-solving abilities, and the quality of your workmanship. These factors convince potential leads to reach out to your company for similar services.
- How-To Guides
How-to guides addressing common roofing issues or maintenance tasks can provide value to potential leads seeking DIY solutions while positioning your roofing company as a trusted advisor and resource for more complex projects.
5. Email Marketing
Email marketing is invaluable for roofers seeking to generate leads, allowing them to communicate with potential clients regularly. However, care must be taken to avoid making email marketing too obtrusive. By sending targeted and personalized emails, you can nurture leads through the sales funnel, providing relevant information and offers that encourage them to engage with your roofing company. Additionally, email marketing provides valuable insights into lead behavior and preferences, allowing you to refine your strategies and tailor your messaging for maximum effectiveness in converting leads into customers.
6. Traditional Marketing
Though technology dominates the discussion on marketing for roofers, old-school marketing strategies are still a primary source of leads. As a highly localized business, potential customers may literally be next door. That is why offline visibility is still important.
- Print Media
Print media advertising in local newspapers or magazines can effectively reach potential customers who prefer traditional sources of information and ensure visibility within your community.
- Advertising on Service Vehicles
Advertising on service vehicles serves as a mobile billboard, constantly promoting your roofing services as your vehicles navigate neighborhoods, increasing brand awareness and local visibility.
- Attending Fairs and Exhibitions
Fairs and exhibitions are excellent opportunities to engage directly with local residents and businesses, showcase your roofing services, network with potential clients, and build trust through face-to-face interactions.
- Referrals
Referrals from satisfied customers or industry partners are invaluable leads for roofers, as they come with built-in trust and credibility, often resulting in higher conversion rates and long-term customer relationships. We will discuss roofing referrals in detail in another article.
Takeaways: Reach Out Where Your Customers Are
Understanding the dynamics of your local market and implementing a diverse range of lead generation strategies to reach them is a must to thrive in this competitive industry. With most of your competitors harnessing various digital marketing strategies, meaningful and smart use of local SEO, social media marketing, and traditional marketing methods offer unique opportunities to reach, attract, and convert potential leads. Remember, in this competitive landscape, adaptability, innovation, a customer-centric approach, and awareness of where they are located are keys to staying ahead of the curve and staying exceptional.