5 Effective Roofing Advertising and Marketing IdeasTanialee Gonzalez
The roofing industry is experiencing boom times with more than 70% of roofers saying revenues are growing. Privately owned roofing companies' sales have grown steadily for the past two years. More than 70% of residential and commercial roofers expect revenues to increase again this year. Are yours?
The National Association of Home Builders reported that its builder-sentiment index reached 70 in May, reflecting continued strong demand for homes. With homebuilding and home buying on an upward trend, there's plenty of opportunity out there for roofing services owners who know how to promote their businesses.
In this post, I’ll explain the most effective roofer marketing ideas today and share some best practices for advertising that will help you get more roofing jobs.
1. Make money from bad weather
By targeting your roofing advertising to seasonal and local needs, you can create marketing campaigns in response to weather events and profit from bad weather. All you need to do is know what homeowners or commercial customers in your area need.
Depending on the part of the country where your business is located, your customers might need rain gutters to deal with downpours, or rain barrels to conserve scarce rain. Customers may be more in need after a severe windstorm damages a lot of roofs in the area, or before a major rain is predicted. These are just a few scenarios where business and marketing activity can correlate with weather.
Pay-per-click (PPC) ad tools and services for small businesses like roofers can help make the most of bad weather. Here’s one example of a PPC ad targeting people who need emergency roof repair. This is what came up when I searched “emergency roof repair.”
What makes this ad so good? It pushes all the buttons—that is, uses all the keywords—that a person searching for emergency roof repair might use, including:
- Emergency roof contractors
- Commercial roof
It lists types of roofs the company specializes in that customers might search for:
- Metal roofing, TPO/PVC roofing, EPDM roofing
And it lists types of services the company specializes in that customers might search for:
- Roof repair, Roof replacement, Emergency service
PPC ads are a great way to target your marketing both seasonally and locally. Because you can create PPC ads so quickly, it's easy to use them to take advantage of ongoing or upcoming weather. That's something you can't do with print, billboard or other traditional advertising methods.
Is rain in the forecast for next week? Quickly put up a PPC ad campaign for 20% off roof inspections, urging customers to prepare for the storm. Is a long stretch of dry weather ahead? Remind prospects now is the perfect time to start any major roofing projects they've been putting off.
The best part is that Google’s local targeting allows you to choose specific locations and only show your ads to people in those locations. This means you won’t waste money advertising in regions you can’t offer service in. If you serve multiple territories across a wide geographic area, you can target different ad campaigns to different locations within those territories. You can even target specific ZIP codes within a city. Local business listings are needed for PPC ads but can also help gather local customers all on their own as well.
2. Get leads for roofing jobs by making your business stand out
Your roofing company's unique selling proposition (USP) is what differentiates you from your competitors in the marketplace. Your USP could be your service level, your industry experience, your prices, your reputation, your people, your guarantees —whatever makes your business better than your competitors.
I can’t emphasize this enough: Without a USP, none of these advertising and marketing ideas for roofers will work. So how do you get a USP? First, look at the competitors in your local area and how they market and advertise their businesses. What aspects of their roofing company do they emphasize?
What are their USPs?
For example, in my area, some roofing companies promote the fact that they’re family-owned; others emphasize how long they've been in business; some focus on their low prices.
Remember, though, when it comes to your USP, you should think about what matters most to the customer. For example, in and of itself, being family-owned probably isn't enough to get a customer to choose your business for roofing jobs over another. You need to find out what's important to prospective customers in the communities you serve.
Here are a few roofer advertising ideas for potential USPs you could use in your advertising:
- Eco-friendliness: Do you specialize in green roofing that helps customers save money on their energy bills all year long? This is a popular selling point for both residential and commercial customers.
- Type of customer: Do you target clients with upscale homes that have custom roofing needs? Do you specialize in builders that need roofing for new construction? Maybe your target market is entry-level homeowners or rental property landlords seeking affordable roofs.
- Type of roof: Do you specialize in a particular kind of roofing jobs, such as clay tile or metal? How about low-slope or steep-slope roofs? Maybe your business is in an area with a lot of historic homes and you know how to upgrade their roofs to modern standards while still keeping a vintage look.
- Guarantees: Do you guarantee your roofs to be leak-proof for X number of years? Do you throw in a free annual inspection? Perhaps you guarantee that the work will be completed by the date stated in the contract or the customer gets a percentage discount off the price for every week the project runs late.
- Service: Are you the "white-glove roofing company" whose employees clean up the work area at the end of every day, never disturb the customers, and wear professional uniforms? Maybe you're the "emergency rescue" roofing company that specializes in immediate response to leaks, storm damage or other emergencies.
These ideas should be enough to get you started on thinking about how you can differentiate your roofing business from the rest of the crowd—and your ads from the rest of the online ads. These days some people may even try to find roofing services through voice search!
3. Share useful information to get more roofing leads
"Content marketing" might sound intimidating, but really, it just means using information (content) to market your roofing business. Content can come in many forms, from a 10-point checklist or a blog post to a YouTube video or social media post. Here's how to make it work for your roofing services company.
First think about what your customers need to know. What are the most common questions that customers and prospects ask you? For example, they might want to know how often a roof needs to be replaced, what the best type of roofing material is for different structures, or what a "green" roof is and how it can save them money. I bet you can probably come up with five or 10 questions that you get asked all the time, right off the top of your head.
Second create some content that answers those questions. Keep in mind that you can answer the same question in several different formats. For example, you could put a “How to do a quick roof inspection” checklist on your website that explains how to safely do your own roof inspection, and create a video on the same topic where you demonstrate all of the steps.
The reality is that most consumers nowadays go online to learn how to patch a roof leak, how to tell if a roof needs replacing, or what type of roofing is best for their home. If you can be the one to answer their questions and even show them how to DIY a little bit, your roofing business will be top of mind when they’re ready to actually take action and you’ll have already earned their trust.
For example, this video from a roofing company that shows “how to tell if you need a roof repair.” At the time I wrote this post, this one company’s video had nearly 200,000 views on YouTube. That's 200,000 potential roofing leads, for one independent roofing company in Ohio.
This isn’t a super fancy video. But by focusing on a topic homeowners might search to see if they need to hire a roofer ( “How to tell if you need a roof repair” ) it can help them get more leads nonetheless.
Even homeowners who inspect a roof themselves are very unlikely to actually repair it on their own. And if they start, there's a pretty good chance they'll need professional help at some point. That’s where your roofing business comes in.
Share your content on social media, on your website, and on YouTube (for videos). Be sure to link back to a relevant landing page on your website.
For example, a YouTube video on how to patch a leaky roof should take the viewer back to a landing page about your emergency leak repair services, since that’s what they’re interested in. Don’t take them to a page about your green roofing specialty.
4. Manage your reputation online and off
When it comes to choosing a roofing company, reputation is huge. After all, no one wants to work with a company that doesn't meet deadlines, does shoddy work or doesn't stand behind their product. This is why tapping into your previous customers is so important.
Word-of-mouth is still a major factor in how both residential and commercial customers select a roofing company. To benefit from positive word-of-mouth, ask your satisfied customers if they'd be willing to refer you to someone they know who might need roofing services.
Give customers plenty of business cards to share, and ask if you can put a sign advertising your work in their front yard or outside their commercial building. You can even offer a small discount in exchange for this.
Online word-of-mouth is crucial, too. List your roofing business on relevant review sites, work on getting more Google reviews, and pay attention to the reviews you get. You may need to do a little prodding to get customers to write an online review, but most will be happy to do it if they are happy with your work.
5. Use ad retargeting
Have you ever noticed those ads that seem to "follow" you around the Internet? You search for running shoes on Monday, and for the rest of the week you see nothing but ads for running shoes. This is called ad retargeting, and it's a really smart tactic for big-ticket purchases such as roofing services.
Why? Whether you target residential or commercial customers, choosing which roofing service to use is not a fast decision. Your customers probably do a lot of online research before making their selection.
Retargeting takes advantage of that process by using information gathered from prospects' previous online behavior to serve up relevant ads. For example, someone who has been looking up how to choose roofing materials or how much the average new roof costs could see your ads even when they're not actively searching for roofing information.
You can use retargeting with Google ads, Facebook ads and more. As prospects see your retargeted ads over and over, it builds awareness of your roofing business. (If your ads are showing up all the time, your business must be successful and popular, right?)
In the example below, I was searching for PPC ads and YouTube videos about roofers. Later the same day ads for roofers showed up when I visited Yahoo News:
Ad retargeting is an amazing way for your roofing business to make a big splash on a small budget.
What the right roofer advertising and marketing ideas can do
If you’re a roofer and you’re dabbling with advertising I hope you’re feeling inspired. From ads that can make the most of bad weather, to unique selling propositions, content marketing and even retargeting, these different ideas can help advertise your roofing business and get more customers. When advertising is effective it’s a very powerful tool.
That said if you’re a roofer who isn’t having much luck advertising you can always lean on Web.com for advertising expertise.
With a background in sales, education and photography, Tanialee pulls from a diverse background of skills in her current role. As the Product Marketing Manager for Lead Advertising Solutions at Web.com, Tanialee is the junction for content and customer initiatives in this department. When Tanialee isn’t coordinating marketing solutions for Web, you can find her hanging with her dogs or capturing life’s beautiful moments around Austin.