How Contractors Can Use Marketing Tools and the GAF WeatherHub During Storm Season

By Satta Sarmah Hightower 09-29-2021
QUICK SHARE
Tag Icon

Storm season can be hectic, yet profitable for residential contractors; therefore, it's crucial that they're able to provide homeowners with the guidance and services they need to be prepared.

But without timely, accurate insights and effective lead generation strategies, it can be difficult to identify homeowners who may need services. To solve this challenge, contractors can use social media to advertise their company and educate customers, launch direct response campaigns, and use weather information portals, such as WeatherHub, to surface potential storm jobs.

Provide Best Practices on Social Media

Consider using social media advertising to boost inbound leads for your company during storm season.

Though you can use paid or sponsored ads to attract customers, developing educational content may provide more value for your target audience. Consider developing content with tips for how to protect their roof from damage ahead of storm season, how to choose the right roofing contractor, or how to file a claim with their insurer after they experience damage.

Creating this content doesn't have to be a heavy lift. You can record short videos on your phone and upload them to Instagram, Twitter, or Facebook. You can also use Instagram stories and create a multiple-post thread on Twitter or Facebook with tips for homeowners. Or, have someone on your team create a few blog posts around these topics so that you can promote them via paid campaigns on social media or link to them in your email newsletter, if you already have one set up.

Offer Incentives via Direct Response Marketing

While often considered old-school, direct mail campaigns still work. Not every customer engages with digital content, so repurpose some of the social media content you'll create for physical mailers.

If you want to keep things simple, create a flier, postcard, or brochure that offers a new customer discount or time-sensitive offer, like 10% off for customers who book their repair job during the month of September.

When it comes to engaging homeowners during storm season, a one-size-fits-all approach may limit your reach, so doing both digital and print outreach can expand your marketing and make your messaging feel a bit more tailored to potential customers.

Use Weather Information Portals to Gain Insights

Data-driven insights can also benefit contractors during storm season.

Jason Kennedy, owner of Midnight Roofing and Restoration in West Chester Township, Ohio, says he's benefited from using the GAF WeatherHub. Similar to other contractors, Kennedy previously relied on tips, or hail and wind damage reports from distributors, to generate leads. However, these sources were often vague and lacked historical information. Over the last year, he's used WeatherHub to identify potential customers.

WeatherHub, a weather forecasting and historical reporting tool powered by Accuweather, helps storm contractors generate leads and better plan for roofing jobs. The tool provides information on wind, hail, and snow events for each state, allowing contractors to do granular searches by street address and get a three-year history report on hail, wind, and snow swaths at that location. They can also use WeatherHub to access real-time and updated information, such as hourly forecasts, minute-by-minute rain start and stop times, and extended 45-day forecasts.

Kennedy says contractors can use weather information portals to support their field inspections and provide accurate information that homeowners can use to help identify the date of loss when communicating with their insurer. Contractors can also take advantage of weather-related information to schedule crews and determine the best day and time for them to be on site, keeping jobs on track to completion.

Streamlining the information-gathering process in this way—along with engaging customers on social media and tailoring your marketing approach—can help you stay organized, be better prepared, and accelerate your sales cycle during storm season. For more tools and resources to support your business, go to gaf.com/getthere.

ABOUT THE AUTHOR
Satta Sarmah Hightower is a freelance writer who covers business, healthcare and technology topics for a wide range of brands and publications. A former journalist, Satta holds a bachelor's degree in journalism from Boston University and a master's degree in journalism from Northwestern University's Medill School.
Don't miss another GAF RoofViews post!
LATEST UPDATES
At GAF, our brand promise is to protect what matters most. That's why we provide one of the basic necessities of human life: shelter. We pride ourselves on producing great roofing materials—whether it's shingles for a home or commercial roofing products that might safeguard a hospital, school, or entertainment venue. We take that role very seriously, and that passion gives the people who work here purpose.
Roof vents form the base of a home's attic ventilation system, helping it breathe while preventing roof system damage year-round. That's why it's important to understand how the various components work together to create a balanced, effective attic ventilation system.
Most homeowners don't think about all the components that make up the roof of their home, but there's a lot going on underneath your shingles. The shingles are the outermost layer of your roof and they help protect you from the sun's rays, rain, snow, and wind. Digging deeper, there's another layer of protection between the roof deck and the shingles: underlayment, which plays a vital role in helping protect your home from moisture damage.
From his original dream of traveling the world on missions as a priest, to coming to the United States at the age of 22 and working in the horse and restaurant industries, Luis Velasquez truly understands the value of hard work. All of these experiences have helped him to discover his passion for entrepreneurship—and eventually led Velasquez to a career in roofing.
As the seasons change, roof installations change along with them. Depending on your region, the local climate can subject roofing systems to extreme high or low temperatures. In most cases, Timberline® HDZ shingles can be installed year round—however, taking a few smart precautions helps to ensure that your customers' roofs stand the test of time.
The revolutionary LayerLock™ technology, patented by GAF, has changed the game for both roofing contractors and homeowners, making Timberline HDZ® shingles easy and fast to install and providing the industry's first unlimited wind speed warranty.
This blog contains information created by a variety of sources, including internal and third party writers. The opinions and views expressed do not necessarily represent those of GAF. The content is for informational purposes only. It is not intended to constitute financial, accounting, tax or legal advice. GAF does not guarantee the accuracy, reliability, and completeness of the information. In no event shall GAF be held responsible or liable for errors or omissions in the content or for the results, damages or losses caused by or in connection with the use of or reliance on the content.

Interested in sharing or republishing our content? We kindly ask you to adhere to our guidelines.