What do your marketing materials say about your roofing business? Do they compel the homeowner to call for a free estimate…or toss the material in the trash? Use these tips to make your roofing fliers, brochures, and other collateral marketing pieces more effective.
1. Use pre-designed marketing for roofers.
New Roof No Mess® is a marketing program designed specifically to help roofers using the Equipter RB4000 close more sales. Contractor members receive access to professionally designed, branded marketing materials, like brochures, direct mail, etc. The pieces show homeowners the significant benefits of hiring an Equipter-assisted roofer. Roofing material manufacturers may also offer branded and co-branded marketing materials.
2. Create a style guide.
If you’d rather design your own marketing materials, like roofing business cards, create a consistent look so homeowners learn to easily identify your business—this is especially important if you have a lot of roofing competition in your area. Choose consistent fonts, logos, and color schemes to use across all your marketing materials.
3. Focus on solving homeowners’ problems.
Roofing flyers, brochures, etc. shouldn’t be focused on what your business does (i.e., roof installation). Instead, focus on solving a pain point for the homeowner. Effective marketing materials will show the homeowner how your roofing business will:
- Prevent future leaks & repairs
- Save them money
- Protect their property
- Increase the value of their home
4. Make it easy for prospects and clients to read the material.
Think about the last time you received a marketing piece that was packed with small print and big block paragraphs. Chances are good it went straight to the trash! When it’s time to design roofing marketing materials, make them easy to read. For example, use headlines and subheadings to bring attention to important points. It’s also a good idea to highlight calls-to-action so the homeowner clearly understands what they should do next. Other ways to make roofing brochures and other materials easier to read include using:
- Larger fonts
- Generous white space
- Short paragraphs
- Bullet points
- Numbered lists
5. Make your pictures pretty.
Free images from photo websites can seem like a cost-effective option; however, let’s be honest, they often look like free images. Instead, use high-quality photos you’ve taken yourself, work with a pro photographer to produce custom shots, or purchase professional-quality stock roofing photos.
6. Grab a second set of eyes.
Mistakes happen. Never print or send a piece of marketing material without having at least one additional team member review it for spelling, grammar, clarity, and consistency.
7. Invest in professional writing and/or design help, if needed.
Not everyone is good at roofing—and not everyone is good at writing or designing. If writing or design work isn’t in your skill set or if creating marketing materials would take too much time away from priority tasks, invest in a pro. You don’t necessarily need to hire an advertising or marketing agency; you can get quality work from freelancers as well, without busting the budget. Ask your local chamber of commerce, business group, or coworking office space for recommendations.
What's your biggest challenge when it's time to create marketing materials for your roofing business? Respond on our Facebook page.