Marketing for Roofing business

10 years ago

I have a lot of clients that are roofers. I think it kind of depends on your market, do you chase at all? How do you bring in customers? Do you handle insurance claims on behalf of the customer?

I think in almost all cases, a postcard works best, but not the small ones, you always want to go bigger when it comes to roofing. Sending a package could be great but not to unqualified people.

For roofers, I have noticed 4.5x12 out performs 8.5x11 in most cases. (if anyone has theories on why that is, I would love to hear them.)

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EvoRoofing

10 years ago

Originally Posted by iAmNameLess

I have a lot of clients that are roofers. I think it kind of depends on your market, do you chase at all? How do you bring in customers? Do you handle insurance claims on behalf of the customer?

I think in almost all cases, a postcard works best, but not the small ones, you always want to go bigger when it comes to roofing. Sending a package could be great but not to unqualified people.

For roofers, I have noticed 4.5x12 out performs 8.5x11 in most cases. (if anyone has theories on why that is, I would love to hear them.)

What is the average response for postcards compared to letters?
BTW - It looks like contractors always choose postcards vs letters or envelopes of any kind... Well I guess it's something to do with the initial cost. However, we all know that ROI is important, not mailing cost.

And, what's targeted market for roofers? If you are hail chaser - then Yes - hit the only those neighborhoods where hail damage happened.

I want to mail out to flat roof homeowners, roughly we have 5% of flat roofs considering to the sloped ones.
But we are only mailing to flat ones. By the statistics, homeowner replaces the roof every 12 years in average.
So, let's say, hitting 1,200 houses with message - we have 100 potential prospects who ARE or WILL BE in the market this year.

So, basically, we need to create highly effective marketing piece, and I don't mind paying extra for mailing (like having nice package mailed) due to the high ticket price of items we sell.
What can be the response if we go with lumpy mail and what can trigger the homeowner to call once he gets it? (I don't think "before and after" pictures with testimonials and 20% off will work... Or do you guys think "Save up to $3,000 on your roof" will make people call?)

P.S. Please PM me those who are interested to design Direct mail campaign for me. I've got great people to close the sale, so all we need - make sure we get leads.

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DABK 10 years ago

I remodeled in installments... but I finished the inside before I started on the outside. Around here, it seems to be how most people do it.

So, maybe you could contact people who've remodeled their kitchens and/or bathrooms and see if they're interested in changing the roof? Or, maybe, you contact only those who've just redone their windows.

Point: what do homeowners where you are do before they replace their roof that's an indicator they're willing to spend the kind of money you charge for the kind of thing you sell?

And, you could narrow it further by geographic area or income or house prices or all of the above.

Originally Posted by EvoRoofing

And, what's targeted market for roofers? If you are hail chaser - then Yes - hit the only those neighborhoods where hail damage happened.
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JohnRussell

10 years ago

Stick with a postcard that offers a Flat Roof Conversion Info Kit. People respond by a hotline # or visiting a landing page.

Send THOSE people a killer package. They have already put their hands up as somebody who is interested.

PS - no need for a discount - just be the Flat Roof Conversion Specialists in your area. And have a limited # of roofs you can do in a season. Wouldn't hurt to develop a waiting list.

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EvoRoofing

10 years ago

Originally Posted by JohnRussell

Stick with a postcard that offers a Flat Roof Conversion Info Kit. People respond by a hotline # or visiting a landing page.

Send THOSE people a killer package. They have already put their hands up as somebody who is interested.

PS - no need for a discount - just be the Flat Roof Conversion Specialists in your area. And have a limited # of roofs you can do in a season. Wouldn't hurt to develop a waiting list.

Thanks John,
Sending the package of "common problems" and "affordable solutions is actually a good thing. Any thoughts on creating urgency with this? (Standard "Call today/now call to action is good, but need to give something that "might be unavailable later" to force people call rather sooner than later)

Thanks
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JohnRussell

10 years ago

Originally Posted by EvoRoofing

Thanks John,
Sending the package of "common problems" and "affordable solutions is actually a good thing. Any thoughts on creating urgency with this? (Standard "Call today/now call to action is good, but need to give something that "might be unavailable later" to force people call rather sooner than later)

Offer a limited # of FREE 32 Point Flat Roof Assessment And Report. These have to be something more special than a regular roof inspection and have to be truly valuable to the homeowner.

Limiting the number should help.

Key point...

It's better to mail cards to 1,000 homes 3 times than it is to mail cards to 3,000 homes 1 time.

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a2hosting

10 years ago

I personally would spend the money on a simple site and the SEO to get the top spot for your market. If I needed roofing, I would probably ask friends for recommendations or I would Google nearby companies. If I get something like that in the mail, I just pitch it.

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JohnRussell

10 years ago

Originally Posted by a2hosting

I personally would spend the money on a simple site and the SEO to get the top spot for your market. If I needed roofing, I would probably ask friends for recommendations or I would Google nearby companies. If I get something like that in the mail, I just pitch it.

It makes sense to do any marketing that provides a decent ROI. Postcard marketing is interruption marketing - it can gain the interest and business of those who were not actively looking on Google.

If 1 out of 100 do not pitch the card then this roofer can make a fortune.

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iAmNameLess

10 years ago

I would stay away from the typical gimmicky internet marketer theories.... There's a reason why all the contractors you know of, use postcards and not packages or letters. Letters get thrown away without being opened... packages cost too much for them being unqualified leads, your cost per campaign is going to be high anyway because you aren't using EDDM.

I'm kind of surprised you're shooting for flat roofs, for residential.... How long have you been doing this, out of curiosity? Have you ever done a mailing before? How do you usually get your customers? Out of all the roofers I've dealt with, they don't even bother going after residential flat roofs, or metal roofs, if they want flat roofs they're usually going after commercial jobs. Is there a reason why you're going after residential and not commercial?

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EvoRoofing

10 years ago

Originally Posted by iAmNameLess

I would stay away from the typical gimmicky internet marketer theories.... There's a reason why all the contractors you know of, use postcards and not packages or letters. Letters get thrown away without being opened... packages cost too much for them being unqualified leads, your cost per campaign is going to be high anyway because you aren't using EDDM.

I'm kind of surprised you're shooting for flat roofs, for residential.... How long have you been doing this, out of curiosity? Have you ever done a mailing before? How do you usually get your customers? Out of all the roofers I've dealt with, they don't even bother going after residential flat roofs, or metal roofs, if they want flat roofs they're usually going after commercial jobs. Is there a reason why you're going after residential and not commercial?

Sent you PM

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SirThomas

10 years ago

If you only have 1,200 potential clients, I'd call them one by one. Phone is your friend. You might want to hit them with postcards too, but calling would be most effective.

Here in Seattle area, I've seen guys also targeting "flat-roof" owners. They offer white color roof material that looks like Duro-Last, or something similar... I don't know where they get their info of who has a flat roof, but I've seen them door knocking too. They get sales :-)

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vndnbrgj

10 years ago

Originally Posted by SirThomas

If you only have 1,200 potential clients, I'd call them one by one. Phone is your friend. You might want to hit them with postcards too, but calling would be most effective.

Here in Seattle area, I've seen guys also targeting "flat-roof" owners. They offer white color roof material that looks like Duro-Last, or something similar... I don't know where they get their info of who has a flat roof, but I've seen them door knocking too. They get sales :-)

Along these same lines, I would consider a offering an educational piece to these homeowners. TPO vs. Duro vs EPDM vs BUR or whatever kind of roofs you do. Then you can include mechanically fastened vs fully adhered. Educate homeowners on options when considering replacing their flat roof.

Something along the lines of "Is Your Flat Roof Past It's Prime? Free Report Tells You Everything You Need To Know So You Don't Get Ripped Off When Replacing Your Flat Roof"

I would then tailor the report to make your roofing options, the best options. For example, if it's a white Duro roof, you can talk about how it reflects sunlight better than a darker rubber style roof. Reflecting sunlight is important because it won't allow your house to absorb it. As such, the Duro roof will help maintain the temperature throughout your home, especially during summer.

Then, I would run ads on Facebook tailored to the people with the flat roofs. Combine that with AdRoll for retargeting on Facebook. Combine that with Display ads on Google Adwords. Possibly run ads on Bing due to the low cost of CPC and the high return you should have from a flat roof install.

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MrFume

10 years ago

You Know it may not be trendy, or make marketers tumescent but the well written, nicely set out flyer is as effective as anything-dropped into likely area mailboxes. these are at least as effective as 'postcards' and a lot cheaper to produce. The quality of the message is the salient point.

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Biz Max

10 years ago

Originally Posted by MrFume

You Know it may not be trendy, or make marketers tumescent but the well written, nicely set out flyer is as effective as anything-dropped into likely area mailboxes. these are at least as effective as 'postcards' and a lot cheaper to produce. The quality of the message is the salient point.

Fliers can work VERY well for this industry. Not only that, it is a great low-cost
tester for a direct mail campaign. Test out the flier and EDDM a 9x12 if it pulls well.

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amcg

10 years ago

Originally Posted by EvoRoofing

Hello warriors!
I am a roofing contractor and need your help to do some direct mailing.
Have you done any mailings for home improvement contractors? For roofing companies?
I will appreciate your input.
Can't decide whether I should go with postcards, letters or package (Letter/postcard and a brochure of the product, may be) in envelope...

What do you think?
Looking forward to hear from you guys.

Check out every marketing channel you can - both online and offline. In addition to WF, look at the numerous resources on Moz and Econsultancy.

Regardless of your business, you need to find the marketing channels that work best for you and double-down on them.

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bizgrower

10 years ago

Also, position yourself via local media (consumer oriented TV and radio and print media)
as the roofing/flat roofing expert. Google Excel roofing in Colorado. Dan

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DennisM

10 years ago

I helped out a roofing client with a plan on targeting neighborhoods by name (think subdivision name such as Castlewood Estates, etc) and making the postcard target that. I used the title "Attention Castlewood Estate Homeowners......."

Another option was hit the subdivisions right after a thunderstorm (door to door) and offered to do FREE hail damage assessments. Picked up for $40,000 in business in one weekend just on insurance claim opportunities.

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Rus Sells

10 years ago

Being a retired roofer here's the advice I'd give you if you are targeting residential home with flat roofs, I'm assuming you're considering anything under 2/12 and below a target for a low slope/flat roof application.

I'd do a piece on the top 5 or 10 Myths and Facts about flat roofing for residential homes. People love these types of pieces, I created one for hail damage insurance claims as a flyer. My response was amazing, so good I re-purposed the flyer and put the content on the home page of my roofing web site.

You can see an example I did here: Myths and Facts about Hail Damage Insurance Claims

Which has been stolen by plenty of plagiarizing copyright infringing roofers. LOL

Anyways, since you specifically know flat roofing you should be able to create something like this and have it professionally designed and printed as some form of mailer. Make a strong call to action to get the recipient to call for an inspection which is your immediate goal.

Hope this helps!

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BrashImpact 10 years ago

Evo,

Why not simply create a JV Direct mail piece to split costs and then mail the same list 2x or 3x or 4x. You need consistent touches to create a consistent business flow.

Then, when you complete a JOB... you're going to do this.

1- Place 2'x 3' Banner in the yard for 60 days

That banner will send drive by traffic to a webpage
displaying before and after pictures with a Kick Ass
testimonial from that home owner.

and - You could have a Text ROOFER to 44135 for
a Free Roof Inspection... See point #2 Below

2- On your next direct mail piece you will use that address of that property and testimonial with permission of course where others can do a drive by.

That postcard will also give an Irresistible Offer for a Roof Inspection. Not some B.S. let me sell you a new Roof, but a Great Roof Inspection report and a great leave behind for that potential prospect.

Tie the entire sales process together providing Huge Value and Positioned as the Roofing Expert in Your Market.

I would also be looking at Tear Sheet Options along with Direct Mail... Perhaps as a Follow Up.... again you can Co-op this piece together to increase the frequency of Contacts.

Lastly, I might even consider on my Co-op Piece trying to get a Local Pizza Place to Run a Kick Ass Deal as your Co op partner to increase stickability to your mailer.

There's a ton more you could be doing but that will get you started.

Robert
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KarmaGuy

10 years ago

A roofer I deal with does door hangers with success. His last campaign was 5000 homes in an area he was doing a job and he pick up 3 new jobs.

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Rus Sells

10 years ago

5000 mailers and just three jobs? That's not even 1% of 1% response!

I can do a roofing job and in an afternoon or two introduce myself to enough home owners to get 3 more sales without the cost of designing, printing, and mailing door hangers!

Originally Posted by KarmaGuy

A roofer I deal with does door hangers with success. His last campaign was 5000 homes in an area he was doing a job and he pick up 3 new jobs.

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BrashImpact

10 years ago

Originally Posted by Rus Sells

5000 mailers and just three jobs? That's not even 1% of 1% response!

I can do a roofing job and in an afternoon or two introduce myself to enough home owners to get 3 more sales without the cost of designing, printing, and mailing door hangers!

Rus,
Interestingly, a 1% response would be 50 Leads which is not out of line... Then They closed 3 jobs which is a 6% closing Ratio! With that being said, if the response was in fact 1% for Leads... I would be telling them... WTH is wrong with you're closing percentage...

Something would definitely be WRONG with the Sales/Closing Funnel. I would be training like a MOFO on the Sales end myself. Just one more reason why you need top shelf sales people.

Always love you're input Rus...

Robert

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Rus Sells

10 years ago

6% is dismal yes, I had a roofer that wanted help getting more sales. First thing I told him was, instead of just doing and estimate and leaving. Do the estimate and ask for the sale on the first visit.

He said, that wasn't his company's style, I retorted; right it's your competitors style and that's why they are getting more jobs then you.

He agreed to ask for the sale every time he did an estimate for the next month, ran the figures and figured out that he increased his close ratio by 34%.

Originally Posted by BrashImpact

Rus,
Interestingly, a 1% response would be 50 Leads which is not out of line... Then They closed 3 jobs which is a 6% closing Ratio! With that being said, if the response was in fact 1% for Leads... I would be telling them... WTH is wrong with you're closing percentage...

Something would definitely be WRONG with the Sales/Closing Funnel. I would be training like a MOFO on the Sales end myself. Just one more reason why you need top shelf sales people.

Always love you're input Rus...

Robert

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EvoRoofing

10 years ago

Originally Posted by Rus Sells

5000 mailers and just three jobs? That's not even 1% of 1% response!

I can do a roofing job and in an afternoon or two introduce myself to enough home owners to get 3 more sales without the cost of designing, printing, and mailing door hangers!

You should get here and start working for us!!!

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Rus Sells 10 years ago

I'm retired from roofing and now I just consult roofers and provide other services for them as well. Sorry Evo, can't help you that request! hehe

Originally Posted by EvoRoofing

You should get here and start working for us!!!
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bizgrower

10 years ago

DABKs post reminds me of another market - investor's doing fix and flips (or fix and holds). There are usually networks of investors and realtors you can tap.

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onarooftop

10 years ago

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Rus Sells

10 years ago

Actually there is a more predictable way in my opinion. Creating and optimized lead funnel.

Originally Posted by onarooftop

"Originally Posted by KarmaGuy View Post
A roofer I deal with does door hangers with success. His last campaign was 5000 homes in an area he was doing a job and he pick up 3 new jobs."

5,000 Homes

Questions?

1. Worker - Hrly. ?
2. How far away are the houses?
3. How many different locations / neighborhoods to get the 5,000
4. Delivery Rate Per Hr. - (1 home per minute?) include lunch, breaks?
5. Time spent with homeowners that see you and ask questions/talk.
6. Is the worker delivery-worker capable of doing a roof inspection on the spot if asked.
7. What's the average ticket for the service you are marketing for on your door hanger. (roof repair 500, replacement 10,000) etc.
8. Average family income in those areas
9. Age of roof in those neighborhoods
10. Worker/subcontractor paying for gas, truck insurance, etc. or is he an employee?
Who is responsible if he trips and gets hurt or is hit by a car. Workers Compensation?
Potential lawsuit - get contracts signed if a subcontrator etc.
11. Cost of contracts and legal advice if needed
12. Are all hangers getting delivered, or is your worker delivering 1,000....throwing out 500.....to visit his girlfriend
13. Weather Forecast - Rain (are the hangers weather resistant) / Wind - will the blow away / (size of hole - will the fit most doorknob styles
14. Phone Number on the marketing piece - are the phones answered 24/7 by the 3rd ring, or only 9-5. (Costs to have the phone answered).
15. Response Rate (how many people call in) / (Booking Rate - How many callers actually schedule an appointment) / (How many appointments scheduled are no shows) / (profit per lead generated...not just revenue per lead)
16. Closing Ration
17. Closing Ratio per season - delivered in the winter....delivered in the summer...summer jobs, etc.
18. Are you personally delivering these. - If you are...if you spend 10 hrs. in a day / was it worth it if you could have completed a 2,000 job in 10 hrs.
instead. (production revenue lost)
19. Are you putting a hanger on every house - even if they have a brand new roof - if not.....% of houses per neighborhood that actually need a roof?
20. Do you get the phone numbers of the homes offline, so that you can call to follow up - cost to callback - callback booking rate
21. Whats the response rate when postcards are sent to the same homes .....1 month gap in between mailings
22. What is the response rate if if 3 mailings are sent with a 2 week gap in between instead
23. What area of the United States are you located / North...South...East...West
24. Weather Patterns....if your area has frequent hailstorms...is it best to deliver them before an expected storm or right after
25. Is the cost going to fit in your yearly marketing budget
26. Are you capable of completing the jobs if you sold 5, or how about 25....hire a second crew etc. / more equipment
27. If you could only track 3 things....what 3 would you track.
28. Did I forget some of the most important?
29. Should you just stick to tracking closing ratio...because 80% of contractors do.....so it must work, right?
30. Should you take advice from a warrior, a roofing contractor....how many contractors end up going out of business...take their advice or not
31. Average time until the homeowner contacts you. Do throw it in a drawer and try to stretch out the roof one more year...then call you next year.
32. Does your calltaker ask and record where all of the leads came from. When the potential customer responds phonebook....is it possible they actually
got the postcard the day before, but opened up the phonebook to get the number.
35. How many are being honest.....do they think...how annoying and just respond...yeah internet because that was the first answer the calltaker mentioned
36. Would it cost less for the doorhaning worker to knock on the doors and talk to the owners......you wouldn't have the cost of doorhangers.
37. Is your doorhanger written/created with a call to action, or more of a typical phonebook listing.
38. Should you put a discount or bonus if they call in
39. Do they get a better bonus if they call in and book an appointment within 1 day of receiving the mailer.
40. Age group that the doorhanger is geared for....big lettering (older people can read it better) / more expensive type doorhanger that gets the attention of younger couples possibly.

What's the cost of gathering and recording all of the data. Is it worth tracking...

There are many others, but I decided to stop.

Response rate on direct mailing - are these going to just the homes that need new roofs?

SORRY if I repeated any...it's 2:30 in the morning. lol

Roofing Sales - Closing Percentage should always be tracked, but it is only one factor. It means nothing if other key numbers are not being tracked.

A.
6% Closing Ratio
50 Leads
3 Jobs sold
50,000 Jobs
150,000 in Revenue Produced
50% Profit Margin
75,000 Gross Profit

B.
12% Closing Ratio
50 Leads
6 Jobs sold
20,000 Jobs
120,000 in Revenue Produced
35% Profit Margin (the salesman sold the jobs less profitable, because he wanted to impress you with his/her closing ratio???
42,000 Gross Profit

Final Results:

A. 6% Closing Ratio / 75,000 Gross Profit
B. 12% Closing Ratio / 42,000 Gross Profit

If you had to fire A. or B. salesperson.......
Would you make the right decision.....if only closing ratio was tracked.

Is there a more predictable way.... to invest your hard earned marketing dollars.

Posted from Warrior Forum App for Chrome

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Marketing for Roofing business

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