How To Find Better Leads For Roofing Contractors
Relying solely on word of mouth, paid ads, or pay-per-click campaigns can result in unpredictable growth for your roofing business. You need a healthy combination of inbound and outbound marketing strategies to sustainably generate leads as roofing contractors.
The good news is that not every contractor tries to apply these strategies. So, whether you're into roofing repairs, restorations, or replacements—stick around! At the end of this guide, you'll be able to use these acquisition strategies to find more quality leads that fit your business.
Why Lead Acquisition For Roofing Contractors Is Unique
Roofing as a home service industry is a unique niche. That means you need a unique approach to finding and qualifying leads. When it comes to roofing leads, there are two types you need to keep in mind: Exclusive and Shared.
Exclusive leads are potential customers who have only contacted your roofing company. Shared leads are those who already have quotes from several other roofers.
You'd often find exclusive leads through referrals, inbound marketing, or social media ads. Meanwhile, shared leads could come from third-party brokers.
Another unique aspect of roofing is the variety of services. Are you into commercial or residential roofing? Do you offer metal roofing installations or only do asphalt? Are you a company with multiple roofers or a single contractor finding leads in your locale?
Answering these questions helps us identify the right lead generation strategy tailored for your business.
Best Lead Generation Strategies For Roofing Contractors
There is a variety of strategies for generating roofing leads. Testing each one to find the best fit for your business will only cost unnecessary time and resources. To streamline the process, we've curated a list of the best strategies you can employ in 2023.
Google Map Pack
People will likely do a quick Google search on the top roofing contractors in their area. The Map Pack shows the top results on Google Maps for roofing contractors in their locale. Getting visibility on Google Map Pack requires updating and optimizing your Google My Business.
Google My Business (GMB) / Google Business Profile (GBP)
Map Pack and Google Business go hand-in-hand. If you haven't set up a Google Business Page yet—it's free! Here are a few great tips to optimize your roofing contractor business for both Map Pack and GBP:
- Ensure all information is up-to-date and accurate across all channels (social media, website, online communities).
- Provide a local number instead of a national number.
- Give specific details (type of roofing service, where you operate, business hours).
- Add professional photos and ask previous customers to upload them as well.
- Ask for reviews and testimonials.
Of course, search engine optimization (SEO) ties in with GBP and Google Map Pack. So remember to provide value and build authority online through quality content. Focus on keywords related to your industry, but avoid spamming keywords.
Network and Partner With Complementary Services
Several services intersect with roofing companies. Try reaching out to these services and strike a partnership. The best ones to go for include:
- HVAC Companies: HVAC and roofing services complement each other. A roofing company can refer an HVAC company to its clients and vice-versa.
- Real Estate Agents: Real estate agents need home improvements to boost property value. Partnering with one can position you as the sole contractor an agency goes to for roofing needs.
- Remodeling Contractors: Exterior and roofing require particular skill sets that only sometimes overlap. Remodelers frequently partner with local roofing contractors to complete a project and ensure safety.
- Homeowners Associations: Partnering with an HOA can be a lead goldmine. But, many HOAs don't promote services. Try giving free services and build an organic relationship with the HOA and its members first.
You should also study HOA bylaws and standards for construction in their area. This level of familiarity allows you to streamline getting permits and approval for local customers.
Become Content Creators
People often visit sites like YouTube to find DIY instructional videos for roofing repairs they think they can do. So, why not meet them there?
Uploading videos of your installations, repairs, or replacements is excellent for engaging your audience. And it's one of the best places to promote your services, website, and social media.
Email marketing helps roofing contractors supplement both inbound and outbound sales efforts. You can use email marketing to send cold emails, nurture roofing leads, and lead qualification.
The best part is you can automate entire email marketing campaigns. With the help of CRMs, you can send emails directly to leads captured on your website and other acquisition channels.
Chasing after hail-struck homeowners might not be the best business strategy, but it can generate a lot of revenue. You can monitor the weather or install hail tracing apps to prepare your team for a site visit.
You could create hail damage content through website blogs or social media infographics to avoid going that route. But going to towns in person will generate leads faster than that.
Lead Nurturing Automation
Automation is a game-changer for home service industries like roofing. You can automate follow-ups, answering customer inquiries, and even appointment scheduling.
It’s like having a 24/7 virtual assistant ready to provide the best customer support even after hours. There could even be potential clients inquiring about roofing services at 11:00 p.m.
Automation tools like Structurely allow your roofing business to nurture leads through organic conversations. It can even send texts, give analytics, and automatically set appointments.
More importantly, Structurely can help you identify the most qualified leads automatically. Now, your team can focus on more dollar-productive tasks and set 7x more appointments.
Roofing contractors using the right lead generation strategy helps them get above the fold. Among the best methods for finding roofing leads this 2023 include the following:
- Google Map Pack and Google Business Profile Optimization.
- Networking With Complementary Services
- Becoming content creators
- Email marketing
- Hail Monitoring
- And Lead Nurturing Automation
If you want to streamline lead generation and qualification, Talk to the Structurely team today!