You’ve hustled and harried your way to the top of the roofing pyramid, and now you want a significant bump in your salary. The roofing industry is by no means easy work, and it’s not for the faint of heart. But as a roofing contractor, you need to be able to take on new challenges and keep your business afloat. Maybe you have a loyal clientele who believes in your work and won’t consider going anywhere else. Or maybe you operate in a challenging market and need to put out a stronger presence on the job. Regardless, you need the ability to market your services to attract new business and retain existing customers.
This doesn’t mean you can’t have other business ventures outside of your roofing business. You should not, however, neglect your roofing business. You need to stay focused on your core business, and not get distracted by other interests. To help you with that, we’ve compiled some helpful marketing tips that will help you stand out from your competitors.
Make your marketing simple
You’re in the business of selling roofs. Make it as easy as possible for potential customers to discover what you do.
That means, if you’re marketing on Facebook or LinkedIn, make sure to include a short ad in the relevant section. If you’re on Instagram, make sure to incorporate your logo in the comments section. On your website, make sure to include a short informative blurb about your company and services. And if you’re selling in a hard copy format, make sure to include a short ad in the back of the book.
If possible, avoid using digital marketing. It’s more expensive, complicated, and time-consuming. It’s also less scalable, so it will take more effort to boost your business across the board.
Transparency is paramount when marketing your business. If you’re not transparent about how you make money, it’s very difficult for customers to trust you and your work. Plus, it will be incredibly challenging for current and potential customers to find you if they’re looking for roofers in their area.
The easiest way to be transparent is to include a clear and detailed income statement in your marketing materials. Include your total revenue, your total expenses, and the amount of profit (or loss). If you’re not sure how to add all that up, a quick calculation will give you a good idea of how well you’re doing. If you receive no response from potential customers, or they just seem to be avoiding your business, you may have a lot of work ahead of you to fix this.
Use your website
If you have a website, make it a priority to include your tax information, along with an overview of your business. Include your current rates, services offered, and a contact section so potential customers can get in touch with you.
If possible, include your contact information in the header of your website so that people easily find you. If you decide to include your number or email address in the footer, make it visible and easy to find. Do not make it buried in a pile of papers or other files on the main page. A main problem in the roofing industry is that companies don’t keep their contact information up to date. This means when a customer asks you for information, you may end up sending it to the wrong address.
If you have outdated contact information, it will be very difficult for people to find you, and they may end up avoiding you as a result.
Use social media
If you have a social media account, make it a priority to post content about your company on various social media platforms. Make it clear what you do, how your company can help, and when people should call or email you for services.
Be sure to include relevant hashtags and keywords that are relevant to your services and growth, as well as your industry. You can follow major social media platforms such as Facebook, LinkedIn, and Twitter, as well as most blogging platforms, to keep up with industry news, trends, and discussions.
Become a licensed contractor
Many companies only offer work permits to employees. This means if you want to start a business, you can’t apply for a license. Before you apply for a permit, however, make sure you understand the rules and the application process. Be sure to read the information carefully and make sure you aren’t violating any rules. If you do, apply only to businesses that you can guarantee won’t be violating the law.
Offer a variety of services
As a roofing contractor, you have many different services to offer. It’s important to offer a variety of services, so potential customers don’t get overwhelmed.
It also helps to offer several different types of services. For example, if you have experience in installing shingles, you could offer to repair roofs that are aging and need replaced. Or you could offer to replace roofs that have completely given out, and which could be dangerous without fixing.
Don’t be afraid to shake things up
Shaking up your business and hiring a new team of employees who are not bound by the same rules and regulations as you can be a great way to gain new clients, and also new experience.
If you operate a small business, it’s very likely that you’re bound by the same rules and regulations as your competition. It can be very limiting, and it can also be a serious roadblock to growth. If you need a new strategy to get your business to the next level, consider trying some entrepreneurial-level experiments.
Some of them include:
- Try a subscription business model. If you offer a service that people can pay for automatically, but they have to contact you each time they want to use it, you could make a lot of money.
- Offer a loyalty program, where customers can earn points for doing things like checking in at the office and doing your gardening while you’re at it.
- Offer a free trial offer, where you let people test drive your services for 30 days and then you decide whether or not to hire them for the full job.
Over the long term, you want to be profitable, so don’t get distracted by other interests that are not core to your business. Focus on your core business and make sure to market it hard. Don’t get distracted by other interests you may have, but should have.