Roofing, Home Service Ads, and Voice Search – What Do They Have in Common?

Roofing, Home Service Ads, and Voice Search – What Do They Have in Common?

Google Home Service Ads are your best bet at getting local exposure and expanding your roofing business. We’ve covered them in one of our previous blog posts, where we provided you with all the basics.

Now, HSA are going even stronger and better, dipping into the future, creating new opportunities, making it easier than ever to match clients and services.

It may sound a bit dramatic but it kind of is actually and there’s some great stuff ahead of us. 


But what does that have to do with Home Service Ads? Or your roofing business? You’ll find out in a bit. 

But first, let’s just go over the most important aspects of HSA before we move on to the juicier stuff.

Google Home Service Ads Must-Know

So, the primary
goal of HSA is to match you with the right customer at the right time and in the right area.

Or in other words – you get relevant and quality leads, leads that want and need your services now.

HSA is basically like your regular Google search where you go and type in “roofer in [city/area]” or “roofer near me” and similar.

But instead of the organic search results and the usual textual ads, HSA will appear on top of all of that. It’s the first thing you’ll see. 

You can already see what we’re getting at, right? It’s pretty good to be there – ON TOP – where you’re the first thing everyone sees.

 So, what else makes these Ads so great? Several things:

1) They Are Google Guaranteed

This means that your business has been prescreened and checked by Google, which is a thorough process that lasts for about three weeks.

Home Service Ads are, therefore, types of directories of different verified roofers in the area that are Google guaranteed and that your clients can immediately click on and call.

That little green checkmark, the Google guarantee badge builds trust in people and they are highly likely to call you.

2) You Get Qualified Leads

Another thing that’s important here is that with HSA, Google only charges you per lead, unlike other advertisers that are charged per every click. 

The price is, therefore, FIXED and you only pay for QUALIFIED LEADS – this means no more fake leads.

The team at Google reviews each call and makes sure it’s a real lead so that you only pay for the real ones.

3) One-to-One Relationship with Leads

This is not a typical lead-buying service where you get leads through directories or where you’re competing with other businesses for the same lead.

With HSA, when someone clicks the call button, it goes directly and only to you.

Ok, now that we’ve got that covered, we can move on to some other pretty exciting developments with Home Service Ads, which will have a HUGE impact on your roofing business – given that you use HSA and that you are on top.

So, another amazing and very powerful benefit of Google Home Service Ads is that you can get free leads through Google Assistant, i.e. voice search.

What is that all about? Read on and find out! 

Voice Search Is Blowing Up (May the HSA Be with You)

A lot of people are using Google Home Assistant and other similar Home Assistant software, such as Amazon Echo, to make their everyday life easier.

These assistants basically listen to your commands and then answer them. 

You can also integrate them with other gadgets and systems in your home and completely automate your house.

This means that you can turn your heating or lighting on and off, lock the doors, and similar, with a simple command.

But what’s important for us here is that Home Assistants are increasingly being used for googling. i.e. searching the internet.

People can now “google” by using simple commands – using voice searches.

The increasing number of Google Assistants in households has, in turn, resulted in an increasing number of voice searches and to such an extent that the time is slowly coming where voice searches will begin to dominate over the usual typing. 

Just think about the current way of life. Think about yourself, you may already be using it.

There’s no time to type anymore, we are always on the go – and we’re just barking orders as we run around. 😀  

Whether you’re driving, walking, cooking, doing some repairs around the house, it’s easier to just shout out to Google what you need. 

Now, this also includes looking for local services in your area, not just asking for the weather. 

So, while we’re on the topic of repairs, let’s say you mess something up.

No problem! Just yell “Google I need a handyman” or something like that and it will find one in a second. 

Or, for example, winter is coming, your roof is leaking, and you need a roofer ASAP.

Just talk to your Google Assistant and you’ll have the best roofer in town on the phone in no time.

The Question Now Is – Where Does Google Get the Info From?

Yep, you guessed it – Google Home Service Ads!

Remember that Google guarantee badge and the prescreening process that we talked about in the beginning?

Well, this is where it matters to you and to your roofing business even more than ever

When your clients or potential clients ask Google (through Google Assistant and voice search) to give them the top local roofer in their city, Google is going to use the Google guarantee businesses in that area as its recommendation

What this means for your roofing business is CLIENTS, CLIENTS, CLIENTS.

Imagine you are among the top 3 or better yet the #1 Google guaranteed roofer on Home Service Ads in your city… you would be the first choice for every person that asks Google for a roofer!

Your phone would be ringing nonstop.   

And if you are not there, if you are not on top, you are basically invisible to Google.

You will not come up in the voice searches and you will most certainly not get a phone call. 

OK, so you have to be on Home Services Ads and you have to be Google guaranteed if you want your business to continue to be successful when the voice search completely takes over. 

But is there anything else that plays a role in ranking you high?

You bet! It’s the user reviews and you can’t survive without them.

What Role Do User Reviews Play in This Process?


Reputation management is incredibly important with Google Home Service Ads. 

After all, not all Google guaranteed businesses can be on the very top.

There need to be additional criteria that will rank them further.

And these criteria are USER REVIEWS

You cannot get ranked without them

Your place on the top will depend on the number of reviews your roofing business has and your overall rating among the users.

How else can Google know if you’re any good?

It has to get its information somewhere so that it can make a sound and reliable recommendation.

Just think about it.

Your clients have always made decisions based on recommendations and reviews, whether it was word-of-mouth in the past or online reviews nowadays. 

It matters to them and it matters to Google and it should matter to you very much.

With Home Services Ads, it matters even more than with any other type of ad or marketing because there is no landing page here, no ad to click on or to refer to for more information. 

HSA are shown directly in the search results and all your clients can see are the reviews

What this means is that if you don’t have many or any reviews you should start collecting them now and build your online reputation.

It is the only way to get on top and stay on top, as well as stay ahead of your competition.


Jump Aboard and Rank Your Business

When it comes to marketing and generating leads, it is important to use every channel available to get your business on top, to become the #1 roofer in your area, and to make sure you are in it for the long run.

 One of those channels is Google Home Service Ads.

Not only can it get you more exposure and put you in front of your customers very easily, but it is also a solution for the long run, for your company’s long-term success. It is the future.

Don’t get left behind. 

Get in touch with us today and join our MADMAT system.

With it and with us, you will be covered on all fronts, ranked on top of Home Service Ads, and getting customers on a daily basis.  

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

October 2019 Industry Update

October 2019 Industry Update

Did you know that Google just released the biggest algorithm update in the last 5 years? Do you know how that will affect your roofing business?

Read on and you’ll find out all about it, along with some other exciting stuff.

Search Engine Optimization (SEO)

So Google has released its BIGGEST search algorithm update in the last five years. It is a huge leap forward and, according to Google itself, the biggest leap in the history of Google search.

It is called BERT and it is an artificial intelligence method for understanding content and search queries. It is so complex that it is pushing Google’s own limits!

BERT will now help Google understand users’ queries more like a human and provide more relevant results.

So at the moment, everyone is anxiously waiting to see what happens and what effect BERT will have on their rankings and traffic.

While we wait for BERT to take full effect, we can move our attention to some things that we know for sure, and those are Google’s new, tightened HTTP website rules.

Google has announced that Chrome will soon stop showing all pages, content, and resources that are on HTTP and will load only those on HTTPS.

What this means for roofers who still haven’t migrated to HTTPS is that you will basically disappear from the internet!

That’s right, if your web is still on HTTP, it will stop loading for Chrome users.

    Apart from that, Google has also been testing showing search results without the URLs, but no need to worry because this won’t affect your roofing websites and SEO.

    It might, however, cause some issues for users.

    Without the URLs in the search results, they won’t be able to see exactly which page they are visiting, which opens the door for scammers to steal sensitive information, credit card numbers, etc.

    But it is still in the testing phase for now, so we’ll see what the future holds.

    And now guess what… issues again!

    There have been some problems with indexing and showing new content in Google search results again, which may have affected the traffic to your roofing websites.

    Google has confirmed this and is looking into it.

    For more information, check full articles:

    Google Ads 

    Google is testing a new extension for its search ads that should make it easier to generate more roofing leads.

    This ad extension would allow advertisers to collect information straight from the contact form that is incorporated in the ad itself.

    You’d be able to collect name, email, phone number, and/or postal code directly from the ad, as well as track these leads in real-time.

    The data would then be delivered directly to your client management system.

    Google is also introducing a big change to ad campaigns when it comes to audience targeting.

    Up until now, Google Ads were only based on and triggered by keywords, which means that your ads were were limited to only those users that type in a certain keyword.

    But with this new feature, we should have the opportunity to target a much wider audience based on their interests as well.

    Google will determine these interest groups based on your audience’s previous search queries and their browsing history.

    What this means is that you might be in for a pretty good increase in roofing leads!

    Facebook Ads 

    Facebook is rolling out an exciting new option for all advertisers - search ad placement.

    This means that you can choose to show your ads in both the News Feed and the Marketplace when users are actively searching for roofers on Facebook.

    This gives you direct access to these active users, much more exposure on this platform that has not yet been overrun by your competitors, and more quality leads.

    In addition to that, Facebook is also introducing Campaign Budget Optimization, which will automate your budget optimization across different ad sets.

    This means that the budget will be set on the campaign level and Facebook will then give it to the ad set that is currently providing the best results.

    This way, your money will be spent in the best possible way.

    For more information, check full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you've just read, feel free to contact us anytime!

    3 + 7 =

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    September 2019 Industry Update

    September 2019 Industry Update

    What has been happening lately in the marketing industry? Are there any news and changes that may affect your roofing business? We’ve got the most recent and relevant insights right here!

    Read on to find out in a nutshell what they are.

    Search Engine Optimization (SEO)

    Google has released the September 2019 core update that will impact how Google ranks your website and determines its relevance.

    Since the update was just released, it will take up to a few weeks before we can pinpoint what exactly the update targeted.

    What is clear, however, is that Google likes to play hardball sometimes. It has now tightened the rules a bit and is showing fewer review stars in the search results.

    It has also introduced new types of links, which will impact all websites and rankings in the long run.

    And now a fun fact: Did you know that Google has people manually checking out websites and rating them according to predefined criteria?

    Their goal is to assess the quality of your roofing website, determine if you’re a real company, and check whether you provide​​ all the important information about yourself.

    Well, Google has now tightened the criteria! If your roofing website doesn’t satisfy it, it’s in danger of being penalized.

    For more information, check full articles:


    Google Ads 

    With a new and improved design for call-only ads, Google is now helping you drive more quality roofing leads.

    Your company’s phone number will now be more prominent on the top and all your other information below it in smaller text.

    Google Ads have also improved their keyword recommendations for your roofing ad campaigns and they are now more relevant, higher in quality, and more likely to get you additional traffic.

    And finally, Google has made the process of setting up conversion tracking more efficient by allowing it to be done during the campaign creation. This makes it easier for us to prioritize and track your roofing campaign goals.

    For more information, check full articles:

    Facebook Ads 

    Facebook confirmed that Pixel stopped working for a brief period, which may have affected ad conversions, but the issue was resolved the next day.

    Apart from that, a couple of new ad features were released, including in-app checkout for dynamic Facebook ads.

    This means that users will be able to purchase your roofing services or reach out to you straight from the ad now, without leaving the Facebook app.

    In addition to that, Facebook has also rolled out a new ad type – click-to-Messenger ads.

    This ad allows users to get a quick response to their questions as the Messenger launches automatically when they click “Send Message.”

    The results have been positive so far.

    For more information, check full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you’ve just read, feel free to contact us anytime!

    12 + 7 =

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    August 2019 Industry Update

    August 2019 Industry Update

    Want to know more about the marketing industry? What’s happening and how it may affect you and your roofing business? Keep reading because we’ve got the most recent and relevant insights right here.

    Find out in a nutshell what they are!

    Search Engine Optimization (SEO)

    Google has started testing a new way of showing local search results. The main change is that now an ad is shown first, and below are no longer static organic results but a carousel that is swiped.

    In other news, the latest studies have shown that businesses with more reviews, star ratings, and listings on multiple sites will generate a higher revenue (up to 58%), as well as that there is a strong correlation between the number of photos you have on Google My Business and your local search performance. This means the more photos you have, the more website visits, phone calls, and views of Maps you’ll generate.

    In the last few months, there were also some indexing problems that may have affected the traffic to your websites, and which Google has further addressed. There was a glitch during one of their index updates, which was eventually fixed, and going forward, Google promised to address any issues more promptly.

    For more information, check full articles:

    Google Ads 

    An exciting change was brought to us last month concerning Google Ads. They are now available in the form of a new and more engaging visual format – Gallery Ads. This image-based ad can include up to 8 images, with a unique caption for each.

    In addition to that, Google has also been pushing towards automating the bidding process as much as possible, which, according to them, will maximize your conversion value and help optimize your budget. 

    For more information, check full articles:

    Facebook Ads 

    Facebook has been doing some maintenance and announced a big cleanup of the interest targets. As they emphasize, this shouldn’t affect you very much as most of those targets are outdated and very rarely used, and the cleanup will even make interest selection easier and more manageable.

    As of the end of August, your mobile Facebook Ads will also become smaller to match the new mobile Facebook design and improve user experience. Two key changes include a smaller aspect ratio (i.e. smaller image) and fewer lines of primary text – there will only be 3 lines shown before you need to click “See More.”

    And finally, Facebook has been testing placing your ads in users’ search results instead of the News Feed, determining their potential benefits for businesses. Hopefully, there will be plenty and we’ll see them in the near future.

    For more information, check full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you’ve just read, feel free to contact us anytime!

    5 + 4 =

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    How Important Are Online Reviews for Getting More Roofing Clients [And How to Collect Them]

    How Important Are Online Reviews for Getting More Roofing Clients [And How to Collect Them]

    This indeed is a great question. Especially because changing a roof or fixing it is probably one of the most costly investments one can make as a homeowner. Therefore, when it is time to hire a roofing contractor, people will want to know that their money will not be wasted.

    Now, there’s some good news and some bad news.

    The good news is that you can develop trust and present yourself as an expert roofer relatively easily. All you need are recommendations. But the bad news is that personal recommendations can be so fucking difficult to collect. Roof replacements and repairs are not a regular occurence so people might not even remember the contractors they hired several years ago.

    This is where online reviews come in. Read on to understand why they matter, how strongly they influence potential customers, and which strategies you can use to get more reviews for your roofing business.

    Why Online Reviews Are Super Important for Roofers

    As you may notice, the question really isn’t whether online reviews matter. Because they do, A LOT. Just have a look at the results of Bright Local’s Local Consumer Review Survey:

    According to this study, an incredible 93% of consumers said they read reviews to determine the quality of a local business.

    In addition to this, 73% said positive reviews make them trust a local business more.

    Get out of here! These numbers are fucking incredible! If you find them hard to believe, think about it this way:

    Each person (yourself and myself included) wants to make sure they won’t be throwing their hardly earned money into the wind by hiring a wrong company. They’ll go through reviews in detail until they find the right company. According to Bright Local, they’ll read around 7 reviews before they decide that they can trust a business.

    Now, if you don’t have reviews or you happen to have fewer reviews than your competition, people that are searching for a roofer in your area will probably contact the roofer with the largest number of (good) reviews.

    Don’t let that happen. YOU need to be that roofer.

    Can Reviews Help You Rank Better

    A lot of people wondered the same thing and did some research to find out whether there’s any correlation between the number of Google Map reviews and increased rankings.

    It turns out that having a larger number of reviews can actually improve your business’s ranking in Google Maps and the chances of getting into the 3-pack. You won’t be able to see the impact at the same moment reviews start dripping, but you can expect to be pleasantly surprised in a few month’s time.

    Also, if you already rank well in Google Maps, but you aren’t receiving a good number of monthly phone calls, it’s very likely that you don’t have ENOUGH reviews. Getting some more could give you the boost you need to stand out from your competitors.

    How to Generate Reviews for Your Roofing Business

    Now that we explained why having online reviews is a must in 2018, let’s talk about ways to generate them.

    So, what you need is 10 or more reviews on your online properties like your Google Maps profile (the most important), Yelp/Home Advisor/Houzz profile, and your website.

    These don’t need to be all 5-star reviews. As a matter of fact, it’s even better if they aren’t. I mean, realistically, what are the chances that every single person you worked with perfectly satisfied? Bullshit, I know. That’s why having only 5-star reviews will look fishy to say the least.

    So how do you actually collect the reviews? Here are some tried out methods:

    1. Ask your old clients

    You probably have a database of all the customers you worked with. Simply put together one email template that has your .review link in it and gradually send it out to people in your database.

    If we’re talking about a very old client and you’re not sure whether they’d remember you, you can first hop on a phone call and and then follow up with an email.

    1. Ask every new client

    Make it a standard practice to ask each client to leave a review after the job is done. If you’ve already put the .review link on your business card, all you need to do is tell that’s the place to go and leave a review.

    Remember to follow up after a few days in case they forget to do it or they didn’t have time.

    1. Ask friends, relatives, and employees

    You’ve probably done a roofing job for some of your friends and relatives. Why not ask them to leave a review for you? They’re usually more than happy to do it.

    Also, if you’ve done a roofing job for any of your employees, that’s another great chance to get a review.

    1. Do review swaps

    Join a few roofing groups on Facebook and get in touch with a few local roofers. Ask them whether they’d like to do a review swap. They’ll leave a review for you and in exchange you’ll do the same for them.


    Create some type of incentive for every person who leaves a review. For instance, you can reward them with a $200 coupon that they can also share with their friends. If you constantly send out coupons, sooner or later, someone will share it with their friends and send you a new client.

    Last but not least, it’s important to mention the timing. Don’t just go ahead and use all these strategies I’ve outlined at once. It’s actually better for your Google Maps listing to have a steady stream of reviews coming in over a longer period of time.

    For example, getting 1 review each week over the course of few months is actually better than getting a ton of reviews in just a few days. “Slow and steady wins the race” rings true in this case.

    The Quickest Way to Get New Reviews

    There’s actually a quick and pretty easy way for you to create a steady stream of new reviews and really dominate your local area.

    You can do that by owning a .review domain.

    As you probably know, there are many types of domains: .com, .net, .org, .info, .co and others. .review is simply one of them. However, unlike other domains, it can be used to set up your review funnel in a pretty awesome way.

    Here’s how this works:

    Let’s say you’re a roofer from Dallas. You can claim a domain,, or any other variation you want.

    Now, the trick is that you won’t actually be using this domain to showcase your reviews there. Why not? Because Google Maps reviews bring the most value. They are integrated into search results and show up automatically whenever someone is searching for a roofing contractor in your area.

    So what are you going to do with this .review domain? You’re actually going to redirect it to your Google Maps review section. And then you’re going to place it on your business cards besides your website URL, on your website, on your flyers and promo materials, and in your email signature.

    That way, you’ll have a neat shortcut through which prospective customers can have a look at your current reviews and existing customers can leave new reviews super fast!

    Now, how easier is that than telling them them to go to Google maps, find you there, click on the reviews, and then leave a review? And how neater is it than giving them a crappy link with your business ID that is a sequence of letters and numbers? If they accidentally delete one letter or number, the link won’t work and you won’t have the review.

    You can even set up a funnel for leaving reviews where the 5 stars rating is already checked. How cool is THAT?!

    Another great thing is that you’re not limited only to Google Maps reviews, but you can do this same thing with any directory where people might be looking for roofers, such as Yelp or BBB. It works perfectly each time.




    Google Schema Review

    Last but not least, you can also integrate reviews into your website. That way, when your website turns up in search results, it will have a nice star rating right under the URL. This is something that very few roofers are using so it will definitely make your website stand out and catch potential clients’ eyes.

    Just to demonstrate my point, it took me around 10 minutes of scrolling down and going through search results for several different locations to find ONE roofing company that was using the 5-star method:

    Right now you’re probably thinking: “If no-one is using this, it must be some complicated shit”. Actually, it’s just the opposite. All you need to do is take a piece of code called Schema Review, fill in your information, and simply paste it into the code of the page you want the stars to appear for. Done!

    Now that you know reviews matter, what are you waiting for? Stop sending potential clients to your competition by missing out on something so simple and yet so powerful.

    If reviews are not a priority in your plan for getting more roofing leads, it’s about time to make them one! You can do it by yourself or you can contant online roofing marketing company.

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    How Negative Online Reviews Affect Your Roofing Business

    How Negative Online Reviews Affect Your Roofing Business

    The internet has become the authority on a lot of things nowadays. Consumers turn to it for the simplest questions because the internet knows it all.

    Then why wouldn’t they turn to it when looking for roofing contractors, as well?

    Research has shown that now more than ever, consumers are relying on reviews to make their decisions about the services and products they buy:

    • 92% of consumers rely on reviews when making a buying decision
    • 88% of consumers trust online reviews as much as word-of-mouth referrals

    How and why does this affect your roofing business? Let’s break it down.

    Bad Reviews – to Worry or Not to Worry?

    Here is why you SHOULD worry.

    Let’s say you have a bad review (or a few of them) online. You may think that’s not a big deal. One or two bad reviews – who cares, it’s not even true.

    But the thing is – the internet cares. A LOT.

    It doesn’t matter if what the user said in the review is true or not. It’s out there for the whole world to see – and it will be seen. All your potential customers will see it.

    So why does it matter to them if you have a negative review?

    Think about the customer’s process of looking for a roofer.

    When in need of a roofing service, your potential clients will go online and search for some roofers near them first. Once they’ve seen their options, they will click on the first few roofers and start checking them out online.

    If they happen to already have a roofer in mind – for example, if someone recommended you in person or talked about you – they will type your name directly into Google and look for any info and reviews.

    If they see a negative or a bad review about you, they will automatically skip ahead and check out the other options, i.e. your competition. Why is that? Because there are plenty of options for them to choose from, especially when it comes to roofing contractors.

    Roofing is a very competitive business and there a dozen more roofers in your area that your potential clients can turn to. That is why you have to make sure they don’t rule you out from the get-go – and that will happen if they see any bad reviews.

    And to go back to whether that bad review is true or not – it doesn’t matter to them.

    I mean of course it matters to them if the roofer will do a good job and provide them with great service, but the thing is that they will believe in what is written in the review.

    And even if they don’t believe, they will think “Why take any chances?” and simply go with a roofer that doesn’t have negative reviews – just to be on the safe side.

    So, you shouldn’t just dismiss the bad review so lightly and say “Oh, he’s an asshole, that’s not true.” The truth is very relative.

    Bad Reviews and the Financial Aspect

    Let’s think about the negative reviews in relation to $$$ for a moment.

    1. The Customer’s Perspective

    When it comes to the customers, they will definitely be thinking about their budgets and their hard-earned money. Roofing jobs don’t come cheap – you should know, you’re setting the prices 😀

    This is especially true when it comes to roof replacements. New roofs are expensive, so it’s only natural people will check everything and brainstorm a lot before deciding who will replace their roof.

    So, when they see a bad review, will they think “Oh that’s just an asshole talking crap about that roofer for this and that reason” or “No way I’m gonna risk my money on a roofer with a bad review”?

    The second one – without exception.

    When browsing through the online reviews – primarily through Yelp, Facebook, and Google Maps – your customers are looking for a reason to choose you. They are looking for a good, reliable, and trustworthy roofer to invest their money into.

    You need to make sure you are that roofer. And you can do that by making sure you don’t have negative reviews or by dealing the ones you do have properly. They should never just be dismissed and ignored.

    Apart from that, you also need to make sure you have enough overall (positive) reviews because not having any or enough reviews can hurt you just as much as a bad review.

    2. The Roofer’s Perspective

    Let’s see how negative reviews affect you, the roofer, financially.

    Negative reviews have a big impact on your marketing efforts and they can cause you to waste a lot of money. How?

    If you are investing in any type of online (or offline) marketing, such as Facebook, Google Ads, Yelp, Home Advisor, etc. and you have bad reviews online, your marketing will underperform.

    A lot of money that you’ve invested in these marketing efforts will simply go down the drain if there are negative reviews that are putting customers off, driving them away from you, and towards your competition.

    There are also those roofers that are still not investing in any kind of marketing (online or offline), roofers that live off of referrals and word-of-mouth. And that’s OK, you’ll catch up with the times eventually. 😉

    But the thing is, even if you are not big on marketing, you need to keep track of your reviews. Why? Because everything and everyone ends up on the internet eventually.

    You may rely on word-of-mouth recommendations – they are, after all, very powerful and the oldest sources of business referrals – but the internet has added a new level to them, an additional layer of information.

    All or most of your word-of-mouth referrals will turn to the internet to check you out some more. Whether you were recommended to them by a friend or a family member, it has become a must for them, and for all of us, to go online and double-check everything.

    It is, in a way, a credibility check. If you have an overall positive internet presence, you will most likely land the client. If the client finds negative reviews online, they become suspicious and you potentially lose a lot of $$$.

    If we crunch some numbers, it turns out that if you lose 1 project every 3 months like this, you stand to lose around $40k a year. That’s a LOT.

    And when it comes to the younger generations, the numbers can be even higher because they are much pickier and much more involved in the online world.

    It’s simply in their nature to check for online reviews as they are online most of their free time. They are used to getting everything from the internet – from entertainment to information, services, products, etc.

    Some users may even decide to contact you despite that one bad review, but the younger generations – no way. They definitely won’t contact you if they see a bad review. They will just keep scrolling and save their clicks for the next in line – your competition.

    Bottom Line

    The bottom line is – online reviews can make you or break you.

    One bad review can make a huge difference and have a big impact on your business. It can drive clients away from you and you can potentially lose some big bucks.

    Dealing with them, preventing them, and countering them with good and positive reviews will help your roofing business grow and make you the go-to roofer in your area.

    If you need any help managing your online presence and getting positive reviews and feedback from your clients, let us know, we’re happy to help.

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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