(1) System Built On (2) Processes
As a roofing and siding contractor, your success hinges on your ability to market effectively. The landscape of home improvement is competitive, and standing out requires a strategic approach. Here are essential marketing fundamentals and strategies to help you improve your win probability and achieve sales growth in any economy.
Marketing Fundamentals: The Cornerstone of Success
Always, Always, Always Sell Something First – If you cannot solve a problem, you have nothing to sell. If you have nothing to sell, you don’t need marketing. Your sales system should be simple, repeatable, adjustable, and effective.
Building Your Marketing Foundation (Top Ten)
- Identify the Target Audience – The more specific the demographic, the better. Understand your ideal customers and tailor your marketing efforts to meet their needs.
Example: A roofing contractor in a suburban area might target middle-income families with homes over 15 years old who will likely need roof repairs or replacements. - Establish an Online Presence – Ensure your business is visible online. Utilize services like Google Guaranteed to build trust and attract potential clients.
Example: Create a professional website with testimonials, project galleries, and a blog with tips on roof maintenance. Optimize search engines to increase visibility. - Create a Compelling Call to Action – Initiate web forms or direct phone calls to drive engagement. Make it easy for potential customers to contact you.
Example: Include a “Get a Free Estimate” button on your homepage, which will lead to a simple form that collects essential contact information and project details. - Utilize Design Visualizers – Offer tools like the RBS designer or discounted customized designers to help customers visualize their projects.
Example: Customers can upload a photo of their home and see how different roofing materials and colors would look, helping them make informed decisions. - Digital Business Cards – Make sharing your contact information seamless and professional with digital business cards.
Example: Use a digital business card app to share your contact information via text or email, making it easy for potential clients to save and share.
- Video Tools for Appointment Confirmation – Use videos to confirm appointments and provide instant online quotes, enhancing the customer experience.
Example: Send a personalized video message to confirm appointments, introduce yourself, and briefly explain what to expect during the visit.
- CRM Canvassing App – Implement a simple, automated, affordable CRM canvassing app to manage leads effectively.
Example: Use a CRM app to track interactions with potential clients, schedule follow-ups, and send automated reminders to ensure no lead slips through the cracks.
- Formalized Referral Process – Develop a structured referral process with multiple touches annually to maintain engagement and encourage referrals.
Example: Implement a referral program where satisfied customers can earn rewards for referring friends and family, with regular follow-ups to encourage participation. - Multi-Touch No-Decision Process – Follow up with potential clients who have yet to decide with consistent communication over several months.
Example: Send a series of follow-up emails, phone calls, and direct mail pieces to undecided prospects, providing additional information and addressing any concerns.
- Jobs Sold Multi-Touch Neighborhood Process – Engage with neighborhoods where you’ve completed jobs through a series of touchpoints over a few weeks.
Example: After completing a job, leave door hangers and send postcards to nearby homes, highlighting your work and offering special promotions for neighbors.
Lead Cultivation: Turning Interest into Sales
Understanding the dynamics of lead cultivation is crucial. Here’s how you can actively generate and nurture leads:
- Identify Homes Needing New Roofs – Recognize that 20% of homes are actively looking for solutions (acute need), 70% may not know they need your services (latent need), and 10% are aware but indifferent.
Example: Use targeted advertising to reach homeowners who might need to realize their roofs need attention, educating them on the signs of roof damage. - Implement a Minimum of Three Lead Sources – Diversify your lead generation efforts to ensure a steady stream of potential clients.
Example: Combine online ads, direct mail campaigns, and door-to-door canvassing to reach a wider audience and generate more leads. - Use Canvassing Apps – Start with video introductions, offer design discounts, and provide instant online quotes to engage potential customers quickly.
Example: Use a canvassing app to send personalized video messages to prospects, offering special discounts and providing instant quotes for their projects.
Defining Your Identity and Sales Organization
Your identity as a contractor defines your approach to sales and lead management. Here are crucial elements to focus on:
- Sales and Lead Processes – Clearly define your sales and lead generation systems. Understand the 5 Cs: Cost Per Lead (CPL), Cost Per Acquisition (CPA), Conversion Rate, Closing Rate, and Cancellation Rate.
Example: Track your CPL and CPA to understand your marketing effectiveness and adjust your strategies to improve conversion and closing rates.
- Referral Programs and Stalled Deals – Support your most effective lead generation sources and commit to multiple touchpoints through various channels, such as ads, email blasts, videos, phone calls, direct mail, and content marketing.
Example: Regularly follow up with leads through multiple channels, offering valuable content and incentives to re-engage and convert stalled deals.
Marketing Principles: Target Audience and Lead Sourcing
- Marketing Mission Statement – Example: “All marketing investments are intended to produce opportunities for estimates (appointments).”
- Marketing Vision Statement – Example: “These efforts include multi-channel and multi-touch campaigns, motivated only by desired results (appointments) and measured by reliable metrics.”
- Objective – Organize, prioritize, and manage marketing to achieve predictable CPL and CPA numbers to scale your topline revenue.
Keys to Marketing Success
- Develop Your Process -Establish a transparent, repeatable process for your marketing efforts.
Example: Create a detailed marketing plan outlining each step from lead generation to follow-up, ensuring consistency and efficiency. - Unwavering Self-Discipline – Stay committed to your marketing strategies and processes.
Example: Regularly review your marketing efforts and stay disciplined in following your plan, even during busy periods. - Know and Manage Your Numbers – Track and analyze your marketing metrics to ensure you are meeting your goals.
Example: Use tools like Google Analytics and CRM software to monitor your marketing performance and make data-driven decisions.
Access to Discounted Tech Tools
Leverage technology to enhance your marketing efforts. Tools like One Tap Connect for personal micro-sites, LeadScout canvassing apps, virtual design centers, and online instant quotes can significantly improve your efficiency and effectiveness.
