Marketing for roofers doesn’t have to waste your time.
Ever seen a competitor’s ad or billboard and turned green with envy? If only you had the budget for a billboard!
Good news. Your competitor almost certainly has no clue if that ad made them any money. That’s because most businesses engage in what’s called “random acts of marketing.” They know they should spend money on marketing. So they pay a creative agency to cook up some ads or a website or a brochure or a billboard. And they release their creation into the wild confident that they’ve joined the big leagues. After all, marketing is what real businesses do, right?
Next time, just throw your cash into the ocean. It’s a faster, more satisfying way to waste money than most marketing for roofers.
Marketing isn’t about billboards or fancy ads. It’s certainly not about creativity. Marketing for roofers should be telling people who want to buy about your business and making it easy for the to act. That’s it.
So in this article, we’re going to make marketing for roofers really simple. We’re going to borrow concepts from The 1-Page Marketing Plan by Allan Dib. Seriously, all you need to do is get a piece of paper and draw three horizontal lines and three vertical lines. You’re ready to start.
Square 1: Your Ideal Customer
Finding your best customers can boost your profits. Here’s how to spot them.
First, think back to your favorite jobs. Who made your day easier? The ones who paid on time, were easy to work with, and didn’t treat you badly. Write their names down.
Next, check which jobs made you the most money. Look at big jobs and those with extras. These customers are valuable.
Your ideal customer is a mix of both. High-paying jobs from tough clients will burn you out. Low-paying jobs for great people won’t pay the bills. Focus on customers who hit both marks.
Now, create a profile of this ideal customer. Where do they live? What kind of home do they own? What’s their age and income? Are they homeowners or landlords? This helps you find more of them.
Think about how your best customers behave. They probably share common traits—maybe they care more about quality, prefer personal service, or want long-term relationships. Knowing this helps you tailor your marketing.
Ask for feedback. Why did they choose you? What did they like about your service? Use this to refine your profile and improve your services.
By focusing on the customers you enjoy working with and who bring in the most profit, you’ll attract more of the same. Your marketing becomes more effective, and your work more enjoyable.
Remember, if they make your life easier and your wallet fuller, they’re keepers. Find more of them, and skip the headaches.
READ: The Best Step-by-Step Guide to Roofing Marketing in 2024
Square 2: Craft Your Message
Your message or offer is key. Make it clear and solve a specific problem quickly. Your offer should make life easier for your customer with minimal effort on their part.
Start by identifying the main problem your customers face. Do they need a roof that lasts? Worried about leaks? Or maybe they want to boost their home’s value. Focus on that issue.
Now, craft your message. Keep it short and focused on benefits. Instead of saying, “We install roofs,” say, “Get a leak-proof roof in one day.” This tells them what they’ll get and how fast you’ll do it.
Make it easy to act. Offer a free inspection or no-obligation quote. This lowers the barrier to reach out. Avoid complicated processes—keep it simple.
Reduce their risk. Offer guarantees or warranties. “10-year no-leak guarantee” or “Money-back if not satisfied.” This builds trust and helps them feel confident choosing you.
Believability is key. Outlandish promises hurt your offer. Your roof won’t save the planet. Focus on real, relevant problems. Use testimonials, case studies, or before-and-after photos to show real results. If others are happy, they’ll trust you.
Finally, add a clear call to action. “Call now for a free inspection” or “Get your free quote today.” Make sure they know exactly what to do next.
In short, your offer should be a no-brainer. Solve their problem fast, make it easy, reduce their risk, and be believable. This attracts the best customers and keeps your business growing.
Choosing the right channel is crucial. You need to be where your ideal customer is. Here’s how to do it and track its effectiveness.
Think about where your best customers spend their time. Are they on Facebook, Instagram, or LinkedIn? Do they read local newspapers or listen to the radio? Focus your efforts on those channels.
Square 3: Choose Your Channel
Now that you know your ideal customer, it’s time to figure out where they spend their attention. Use your customer profile to find out where they hang out. Are they scrolling Facebook, browsing Google, reading the local paper, or checking their mail? Focus on these channels.
Next, test these channels. Run small campaigns and track the results. Look at how many leads each channel brings in. Then, calculate the Lifetime Gross Profit of a Customer (LGPC) and compare it to the Cost to Acquire a Customer (CAC).
- Lifetime Gross Profit of a Customer (LGPC): This is your revenue from a customer minus the costs. If they pay you $10,000 to replace their roof and it costs you $5,000, your LGPC is $5,000—assuming no referrals or repeat business.
- Cost to Acquire a Customer (CAC): Divide your total marketing costs by the number of new customers. If you spend $1,000 on ads, $5,000 on a marketing agency, $5,000 on sales, and $500 on a CRM each month, and get 10 new customers, your CAC is $1,150.
In this case, your LGPC to CAC ratio is 4.35:1.
Now let’s run with these examples and see how different channels affect this ratio. The numbers stay the same, except for how many customers each channel delivers.
Facebook Ads
Facebook offers wide reach and precise targeting. It lets you connect with customers through visual ads and tailored messages.
- Leads Generated: 100
- Customers Acquired: 10
- Average CAC: $1,150
- LGPC per Customer: $5,000
- LGPC to CAC Ratio: 4.35:1
Google Ads
Google Ads targets people actively searching for roofing services, making it more likely to convert leads. It captures intent-driven traffic.
- Leads Generated: 100
- Customers Acquired: 15
- Average CAC: $766.67
- LGPC per Customer: $5,000
- LGPC to CAC Ratio: 6.52:1
Local Paper Ads
Traditional media like local papers can still reach a local audience and build credibility, though it may generate fewer leads.
- Leads Generated: 130
- Customers Acquired: 8
- Average CAC: $1,437.50
- LGPC per Customer: $5,000
- LGPC to CAC Ratio: 3.48:1
In this example, Google Ads deliver the best LGPC to CAC ratio at 6.52:1, followed by Facebook Ads at 4.35:1, and local paper ads at 3.48:1.
Think of that ratio as dollar in, dollar out. With Google Ads, for every dollar you spend, you get $6.52 back in profit. With newspaper ads, it’s $3.48. You’re still in the black, but Google Ads perform better.
Of course, these are simple examples. Real numbers can get more complicated, and you need to track your data. But once you do, these numbers can help you double down on your best marketing channels.
READ: Facebook vs. Google Roofing Ads: Which Is Best?
Conclusion
Marketing can be tough, but it’s not about spending big bucks on flashy ads. It’s about reaching the right folks with the right message. We’ve talked about finding your best customers, making a clear and strong offer, and choosing the best channels to get your message out.
Think about your ideal customer, the ones who make your job easier and more profitable. Craft a message that speaks to them directly and solves their problems. Use channels where they spend their time, like Facebook or Google, and track what works best.
Our examples show that digital ads often give the best bang for your buck. But remember, each business is different. Test your ads and see what pulls in the most customers.
Next up in Part 2, we’ll go deeper into capturing and nurturing leads. In Part 3, we’ll talk about customer service and how to boost lifetime value for roofers.
So, grab that piece of paper and draw those lines. Start building your simple, one-page marketing plan. This is your roadmap to a more profitable and enjoyable roofing business. Stay tuned for more tips and tricks to keep your business growing strong.
NEXT UP? Read Part 2 of Marketing for Roofers Made Stupid Simple
Want to make it way easier to acquire new customers? Check out ProLine. It’s a roofing CRM that automates huge chunks of your sales process. That means you can close more sales with less work.
Book a demo to put it to the test!
And if you want to learn more about all things roofing, check out our YouTube Channel. It’s full of short-form videos, podcasts, and feature demos!
You should also check out our list of 35 proven marketing ideas for roofers.
