Does your company offer commercial roofing services?
If the answer is yes, it’s very likely that one of your main concerns is finding a way to attract new customers on a regular basis.
Don’t worry, we have the answer to your concerns! We’ve put together a list of tried and true industry tactics that will help you generate commercial roofing leads.
But first, let’s see why even bother shifting your focus from residential roofing to commercial roofing:
Advantages of Commercial Roofing over Residential
The majority of roofers tend to focus primarily on residential roofing projects. But what if I told you that commercial roofing offers several unique advantages that make it significantly easier to secure new leads?
Let’s see what these advantages are:
#1 Significantly Fewer Competitors
Competition is stiff in the roofing industry, but even more so in residential roofing. In some cities, there are hundreds of residential roofing companies fighting for homeowners’ attention, so they need to up their game and constantly work on new and better strategies.
In contrast, in the commercial roofing business, there are significantly fewer competitors PLUS they don’t advertise as much. This means you won’t need to put too much effort into advertising and strategizing to attract new clients.
#2 Most of the Competitors Don’t Have an Online Presence
Commercial roofers are more old-school than residential ones, they still overwhelmingly rely on referrals and word-of-mouth, and many of them don’t even have an online presence.
So, if you have a website up and running you are already at an advantage.
#3 Every Job is Worth Hundreds of Thousands of Dollars
Moreover, as opposed to residential roofers who never know if the lead will turn into a $200 or $10,000 job, a commercial lead is usually measured in tens, if not hundreds of thousands of dollars.
This means that you only need a handful of leads per month.
If these advantages sound convincing and you’re ready to give commercial roofing a shot, here’s exactly what you need to do:
Declutter Your Business Website
In the commercial roofing industry, much is less. Simple and condensed websites work much better when it comes to converting visitors into leads because they make it easier for potential clients to find the information they need and take action.
What are you waiting for? Roll up your sleeves and start cleaning!
Ditch the fancy but useless website elements and unnecessary information and focus on what really matters:
- describing the quality of your work
- explaining your warranties
- listing your successful commercial roofing projects
- showcasing images of the commercial roofs you’ve done
- displaying testimonials from satisfied clients
- creating a great call-to-action.
If this means you’ll need to delete a few pages that bulk up your website but don’t really provide any value – do it. Once you’re done with the cleanup, you should be left with a transparent, direct, and concise website.
PRO TIP: Include a picture of your team on a regular workday or a short video about your company. This will give your business a human face and make prospective clients more inclined to meet you.
Use Google Ads to Get People to Your Website
Now that your website is ready, it’s time to get the word out about your business and start generating traffic.
While there are numerous ways to do this, Google Ads (ex Ads) has proven to be one of the most predictable and reliable sources of leads.
It allows you to be in charge of the budget you want to spend on leads and presents a relatively humble investment in comparison to the income. Taking into consideration that one commercial lead can turn into a six-figure job, spending $50 or even $100 on a lead doesn’t seem that much, does it?
Here’s how to set up a Google Ads campaign that will bring the best results:
1. Set Up Your Target Location Properly
The first step is setting up your location, i.e. the areas you serve. This way your ads will be shown to the people in those specific areas, and you won’t waste money on leads from areas you can’t and don’t serve.
2. Write a Concise and Punchy Ad
Next, you need to write a great, on-point, and very concise ad (characters are limited). Make sure to include the main keywords such as “commercial roofing” + the name of your city, and a great and clear call-to-action.
Include as many value propositions that make you stand out from the competition, such as warranty, rating, and service. Take inspiration from your competitors’ ads and try to outdo them.
3. Choose Your Keywords Wisely
When choosing your target keywords, be very precise and focus on those that reflect purchase intent.
For example, someone searching for “commercial roofing” could be looking for a job at a commercial roofing company and not looking for roofing services. Therefore, this keyword is not very precise and does not reflect a clear purchase intent. A better solution would be “commercial roofing contractors,” for example.
Also, make sure to include your city and state because people search for roofing services locally.
4. Set a Daily Budget
Google Ads gives you the possibility to set up your budget on a daily basis. This is actually great because it will prevent you from spending too much money too soon.
As your leads start converting, you can gradually increase the budget.
A budget of around $130 per day, with around $20 per click is a great way to start. If your ad runs Monday – Friday, you will spend $3,000 a month. This should get you anywhere between 20 and 40 commercial roofing leads.
And even if only a portion of those leads turn into jobs, you’ll be doing more than great.
Direct Contact Goes a Long Way
You have your website, your ads are up and running, so now you just sit and wait?
Apart from the online presence, a good old direct and personal contact still holds a strong place in the top three ways of getting commercial leads. Contacting potential clients directly and creating connections and relationships has been the backbone of the business since its beginnings, and it still is.
So why waste time? Start working on contacting your potential leads directly. You can visit them personally, reach out via mail, or contact them through their official pages on social media.
Start by finding and listing all of the potentially interesting parties, such as property managers and owners, manufacturing plants, and similar. Once you have the list ready, design a plan, and then start reaching out.
Whichever method of contact you choose, DO NOT start with the price. Sell them your quality and reliability, don’t shove the numbers in their face the first time you see them or talk to them.
They want to know how you can do a better job and what you have to offer that others don’t in terms of quality, materials, success rate, experience, personal touch etc. Find the thing at which you excel, the “x-factor” that you believe could catch their attention and focus on that.
Remember, you will only have a few minutes of their time, so make sure you use them well to prove your quality and ability. For example, offer to fix some sort of roof damage no-one’s been able to fix successfully. And do it FREE OF CHARGE. in return, if they are satisfied, ask to start some sort of cooperation. The important thing is to be bold and confident and grab their attention.
There’s a way to capture attention if your sending mail, as well. Go ahead and put something bulky in the envelope so they have to put it on top of the stack. People are curious by nature so your envelope will definitely be opened.
It is important to be persistent, and even if someone says no, try them again in a few months. Once you start establishing connections, the jobs will start pouring.
These strategies are tried-and-true ways of getting new quality exclusive leads and making your commercial roofing business boom.
Whether it is the website, the ad, or the direct contact approach, the most important thing is to cover all your bases, be thorough, as well as persistent and patient.
Present yourself in the best possible way, but always be concise and precise, and the leads will follow.
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.