It’s not easy selling new roofs when the old are covered in snow. Full roof inspections can’t take place, so it’s impossible to get an accurate estimate. Not to mention the last thing on homeowners’ minds over the holidays is roof replacement.
How, then, can you power through this roofing sales slump and increase your roofing leads during the most wonderful time of the year?
1. Update your roofing website.
Keeping your company’s website up to date is one of the easiest ways to get noticed on the web. Accurate, up-to-date information builds your credibility with visitors and Google, and it makes you easier to reach than your competitors.
Review all contact and personnel info.
If your website is missing some crucial contact info, you are missing the opportunity to connect with potential customers. Worse yet, incorrect contact info can instantly discredit your business. Take time this season to make sure the below info is current:
- Mailing address
- Phone number
- Email address
In addition, be sure any employees listed on the website are still with your company and that their job titles and contact info reflect any recent changes.
Create an online roofing portfolio on your website.
Give your website visitors a glimpse into your world. Images greatly influence a purchaser’s decision. An online portfolio or image gallery can help potential customers better understand what quality they’re getting when they hire your roofing company.
Already have an online portfolio? Don’t forget to add images from your most recently completed jobs!
Bonus Tip: Add the location of each project to your collection. This shows visitors where you’ve done work and will give them an idea of whether you’re willing to serve their areas.
Start a roofing blog.
Another way to build credibility with your visitors is to maintain a blog. The goal of your blog should be to educate your target audience on a particular topic. If you run a residential roofing business, you may consider writing posts about what to look for in a credible roofing contractor, the best type of shingles for homes in your area, and other subjects that will help them make more informed buying decisions.
Not sure where to start? We’ve put together a list of 25 blog topics to help get your creative juices flowing.
If you already have a blog on your website, check out our tips on how to refresh your blog.
2. Evaluate your roofing marketing strategy.
Now’s the perfect time to review your current marketing strategy and plan for the future. A few simple changes could have a great impact on your company’s close rate. Here are a few things to consider when evaluating your roofing marketing strategy:
Analyze your numbers.
How successful was your roofing business this year? Did your sales exceed last year, or did a particularly wet season set you back a few jobs? Reserve some time to check out what marketing tactics have yielded the best results and what practices can be improved upon or eliminated in your strategy next year.
If you’re looking to get more business from social media, check out Boostpoint, a company that helps roofing companies generate more qualified leads in their service area.
Review your sales pitch.
Take time to revisit your company’s sales pitch. Are you utilizing the right resources to enhance customer experience? With so many multifunctional roofing apps now, you can snap accurate measurements and help potential customers visualize the final project in the same visit.
As a reputable roofing contractor, you want to give your potential customer the best experience. Brush up on these top roofing sales pitch tips to step up your sales game.
Use your roofing equipment.
Are you using the right roofing equipment in your marketing and on the job? Every customer appreciates knowing that their property is being treated with care. The lightweight, self-propelled Equipter RB4000 won’t tear up customers’ lawns like other heavy equipment, and its tight turning radius helps navigate around fragile landscape features. Showing a homeowner a video of your RB4000 in action gives them the confidence they need when deciding to place their home in your hands.
3. Follow up.
Never neglect the followup. It’s essential to touch base with a customer a few weeks after a job. Letting your customers know you value them shows that your company is about more than just a one-and-done service.
Call your previous customers.
Reaching out to previous customers gives them the chance to let you know how their new roof is working out and if anything needs repair. A voice conversation is much more meaningful than a short email that may get lost in spam. It helps build stronger relationships and more memorable experiences, so your company is top of mind when their friends and neighbors are looking to replace their roofs.
Bonus Tip: If the conversation is going well, take the time to ask for a customer testimonial to add to your website! They may even be willing to give you contact info for someone else who needs their roof replaced.
Send individual holiday gifts.
Let your customers know you’re thinking of them this holiday, but don’t be too generic. Your customers have different likes and dislikes. Show them you understand that by getting creative with your gift giving.
Poinsettias are nice, but if one customer has pets, those mildly toxic flowers aren’t the way to go. Instead, send a basket of goodies, including dog treats or a gift card to their local pet store.
These are just a few tips for getting through that dreaded roofing sales slump. But a few changes could make a huge difference. Consider using some of these tips to improve your winter roofing sales.
Do you have a strategy for pushing through the slow months? Share with fellow roofers on the Equipter Facebook page!