Creative Roofing Marketing Strategies to Boost Your Business

By Wendy Helfenbaum 01-11-2021
QUICK SHARE
Tag Icon

COVID-19 has wreaked havoc on many businesses, including roofing companies. A study by the Society for Human Resource Management revealed that 62% of small businesses have seen drops in revenues since the pandemic began. Using roofing marketing to increase your customer base has never been more important.

The downturn in the economy has reshaped the business landscape for contractors in America, but here's how to increase market share so you can thrive during these challenging times.

Get Clear About Your Goals

Even during a pandemic, it's important to set targets, advises business consultant Jon Paramore, who spoke to roofers during a webinar as part of GAF's Expert Value Speaker Series.

"Nobody gets on an airplane with a pilot who doesn't know where he's going," he says. "Tell people exactly where you're going, or they won't stay on your plane."

Rather than diminishing sales goals due to COVID-19, consider mapping out a different direction by aiming high, he adds. You can then capitalize on the opportunity to seize a bigger proportion of market share.

"Ask yourself: How are you dealing with adversity? All the guys that are quitting or closing down have given you the opportunity to take more market share," he says. "2020 could end up being the greatest gift you were ever handed as a business person."

Tap Into a Larger Pool of Job Seekers

Now may be a great time to find and recruit incredible new team members, suggests Paramore.

"In 20-plus years, I've never seen this level of sales talent come into the market," he says. "Part of the reason is companies that were not able to withstand what we're going through right now furloughed some of their sales, marketing, and operations teams. These people are right there, ready to roll and hungry. You can benefit from just one of them joining your team."

Show Up for Your Customers

Whether you send out email updates, a newsletter, or post short blogs on your website with photos of successful projects, customers appreciate positive messaging and your efforts to stay in touch. Set up a customer engagement strategy that includes offering promotions or tip sheets, and make yourself available by telephone or video conferencing to answer any questions potential clients might have.

Relationships formed with people in your community help roofing company leaders stand apart from their competition, says Paramore.

"Empathy is what people are looking for right now," he explains. "Anyone can put on a good roof; what are you doing to be different?"

Find small ways to help, such as easing the stress of not being able to go out to eat by dropping off gift cards and saying, "Have some pizza on me," suggests Paramore. Follow up by asking if they know anyone in their neighborhood who needs a replacement roof.

Build Buzz About Your Company on Social Media

In 2019, more than 240 million Americans engaged on social platforms. That's a big pool of potential customers, so why not market to them?

Be active, authentic, and engaging on social by joining conversations, posting useful information for homeowners, celebrating your team, and sharing your core values. Doing this builds trust and shows you take your roofing business seriously. Bonus: It doesn't cost anything except your time.

Using social media to build up virtual networks is another great roofing marketing tool. Paramore suggests connecting with real estate and insurance agents, commercial property brokers, and other tradespeople on LinkedIn.

"Tell them what you do and set up a networking event via Zoom for coffee and to talk business," he says. "Exchange referrals and see if you can help each other during these tough times. Ask your team to connect with 10-12 new people. It's really powerful."

Build Strong Relationships.

Rather than collecting new sales leads in your customer acquisition strategy, seek to build authentic relationships, advises Paramore.

While it can be challenging to not make as many house calls due to COVID-19 restrictions, you can boost your potential client list virtually. Your roofing marketing strategy depends on strong relationships. The more you connect with and learn about past, current, and potential customers, the more word-of-mouth referrals or repeat business you'll get.

"You're not just 'a roofer'—you're a people developer that happens to put roofs on houses. So stop making your company a transaction business. Make it a people business," says Paramore.

Strengthen your community goodwill by reporting on any volunteer work your team has done, and share kudos for other local businesses that are supporting people in your neighborhood, too.

While you may have faced unprecedented challenges this past year, you can still find business success by becoming creative with your roofing marketing.

ABOUT THE AUTHOR
Wendy Helfenbaum is a Montreal-based journalist, content marketing writer and TV producer who covers design, architecture, real estate, gardening and travel for many publications and brands, including Country Gardens, Metropolis Magazine, Realtor.com, Marriott Traveler, Costco Connection, Toll Brothers, PBS NextAvenue.org and many more. Wendy loves keeping up with current design trends and is addicted to home improvement DIY reality shows. Follow her @WendyHelfenbaum.
Don't miss another GAF RoofViews post!
LATEST UPDATES
Even the smallest details play a role in a roof's effectiveness and integrity. Shingles and flashing are among the most noticeable roofing materials, but roof nails often get overlooked—despite being just as important as more obvious elements. And since they can greatly differ in size, material, and length, using the wrong nails to secure certain areas can cause all kinds of problems down the road.
The best roof shingles not only help protect your family's most important investment but also provide attractive curb appeal that can increase your home's value. GAF's new line of architectural shingles, Timberline® UHDZ™, Ultra High DefinitionTM Shingles improve upon their high-quality legacy products by combining the latest technology with an added beauty that delivers extended benefits for homeowners.
Do you know the warning signs of poor ventilation in a house and attic? Proper ventilation is important in many ways and one of the first big things to know is that it can prolong the life of your roof system. It can also help lower your attic temperature and thereby reduce HVAC wear and tear, which may help lower utility bills and the likelihood of costly repairs. And last, but definitely not least, attic ventilation can help reduce the risk of mold, which can protect the health of your family. All-in-all, attic ventilation offers a long-term return on investment as well as potential preventative health benefits.
Michigan City has been home to a GAF manufacturing facility since 2000, supporting the community's residents through not only the nearly 200 jobs it provides but also countless hours of volunteering. The job creation and increased capacity for serving customers with the GAF Michigan City distribution center expansion is testimony to the company's dedication to building resilient communities.
Getting multiple professionals involved in a commercial roofing project offers a way to capture different perspectives—and to shine a light on some of the industry's hidden complexities—especially when it comes to challenging details like parapet walls.
Asphalt shingles are one of the most widely used roofing materials, providing an elegant yet effective look for homes while also being economical and easy to install. Here is what makes these shingles stand out from other roofing materials.
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.