Discover how effective marketing for roofers can turn every satisfied customer into your best salesperson.
In Marketing for Roofers Made Stupid Simple Parts 1 and Part 2, you learned the basics of…
- Identifying your ideal customer
- Creating a message and offer that’s irresistible
- Choosing the right channel to reach your customers
- Lead capture
- Lead nurture
- Closing the deal
In short, you learned how to turn potential customers into paying clients. But most roofing marketing stops there, often at lead capture. The truth is, the most important part of your marketing begins after the sale.
Happy customers are your strongest marketing tool. They outperform your best salesperson, your priciest ad, and even your branded truck. Positive reviews and referrals carry incredible value—they’re the lifeblood of your future business.
This article builds on that foundation. Using Allan Dib’s 1-Page Marketing Plan as inspiration, we’ll break down the strategies that come next. Take a sheet of paper and draw a 3×3 grid—nine squares. In this article, we’ll focus on the bottom row.
READ: The Best Step-by-Step Guide to Roofing Marketing in 2024
Deliver a Great Customer Experience
Creating a top-notch customer experience starts with keeping promises. Communicate clearly and often. Don’t disappear once the contract is signed—regular updates build trust and show clients you value their business. Automation tools can help make this seamless, but balance it with personal touchpoints for maximum impact.
Start by overcommunicating. Keep clients informed at every step. Use daily updates during production and weekly check-ins through email, texts, or calls. Don’t wait for problems to arise—keep them in the loop on what’s done, what’s coming next, and any issues that might crop up.
Set clear expectations from the start. Outline timelines, potential challenges, and the scope of work. It’s better to underpromise and overdeliver than to raise false hopes.
Use automation to keep clients updated without adding extra work. Set automated messages to alert them about key milestones like material deliveries or inspections. This keeps them informed and shows your professionalism. But don’t let automation replace the human element.
Add a personal touch with phone calls to check in and answer questions. Personal contact reassures clients that you’re invested in their project. Address any concerns quickly, showing that you’re paying attention.
Get feedback along the way. Simple surveys or feedback forms throughout the project show you care about their experience and are committed to improving.
Maintain quality by sticking to a standardized process for every job. Regular quality checks help catch issues early and maintain high standards.
When problems arise, handle them quickly. Apologize for any inconvenience, offer clear solutions, and keep the client updated on how you’re fixing things. Turning a problem into a positive experience can build loyalty.
Finally, celebrate project completion. Don’t just finish the job and leave. A thank-you note, a small gift, or a follow-up call ensures satisfaction and leaves a lasting positive impression.
Increase Lifetime Customer Value
Increasing lifetime customer value can be tough in roofing since repeat business isn’t frequent. But two strategies can make a big difference: charging what you’re worth and adding value.
Your work is more than just laying shingles—it’s about safety, durability, and peace of mind. Quality comes at a price, and you shouldn’t lower yours to compete with cut-rate providers. Instead, emphasize the long-term benefits of using premium materials and expert craftsmanship. Educate clients on how quality work saves them money and headaches in the future. Use case studies and testimonials to prove your value. Financing options can also help clients handle upfront costs, making it easier for them to choose quality over price.
Transparency is key. Break down your pricing, showing clients exactly what they’re paying for. When customers see where their money goes, they’re more likely to trust you and feel comfortable with your rates.
Adding value doesn’t have to mean more costs. Small touches—like offering routine maintenance packages with inspections and minor repairs—can go a long way. These not only help extend the roof’s life but also keep you in touch with clients, increasing the chances they’ll call you for bigger jobs.
Referrals are another way to add value without heavy advertising. Satisfied clients are your best marketing tool. Offer referral incentives, such as discounts or rewards, to encourage them to spread the word.
You can also provide educational content to position yourself as a roofing expert. Share tips on roof maintenance, common issues, and when it’s time to call a professional. This keeps you top-of-mind for future projects and demonstrates that you’re not just selling a service—you’re offering expertise.
Don’t just finish a job and disappear. Follow up with clients after project completion to ensure their satisfaction. Offer a free inspection after a set period to check the roof’s condition, showing that you care about their long-term experience, not just the sale.
Stay connected. Newsletters, social media updates, and personal follow-up calls keep your business in front of clients. Inform them about new services or special offers, and remind them why they chose you. The more valued they feel, the more likely they’ll return—and refer others.
Mastering Referrals: The Key to Long-Term Growth
Referrals are the foundation of a successful roofing business. They bring new clients at low marketing costs and come with built-in trust. Yet, many roofers miss out on a solid strategy for generating them. To fully harness the power of referrals, you need a proactive plan.
The best time to ask for referrals is when the job is fresh, and the customer is happy—right after project completion. At this moment, their satisfaction is high, and they’re most likely to recommend your service. Train your team to make asking for referrals part of their closing routine. Make it easy by providing referral cards, links to review sites, or a follow-up email with simple instructions.
But asking once isn’t enough. To keep your business top-of-mind, set up a drip campaign that engages clients over time. Send periodic reminders through emails or messages, giving them gentle nudges to refer friends or family. Start with a thank-you email that includes a referral request and easy-to-follow links. Over the next year or two, follow up every few months with stories of customers who have successfully referred others, highlighting the benefits they received.
Set up automated emails that send a thank-you message soon after the job’s completion, followed by a referral request. After that, stagger the timing of future emails based on key milestones—seasonal reminders, maintenance tips, or even a check-in after one year.
Offering clients helpful information, like when to schedule their next roof inspection or how to handle common roofing problems, gives them value while also subtly reminding them to refer your services to friends and family.
Seasonal check-ins are another chance to connect. During these touchpoints, offer maintenance tips or discounts that can remind clients of your service while prompting them to refer others. Anniversary messages, marking one year since their service, also serve as a friendly reminder of your referral program. Add an anniversary discount to make it even more compelling.
Reward referrals for both the referrer and the new customer. Whether it’s discounts, gift cards, or other perks, ensure the process is a win-win for everyone. By building a referral system that’s easy, rewarding, and ongoing, you create a cycle of new business with minimal effort.
The key to sustaining referrals is keeping relationships alive. Engage regularly with your clients through newsletters, social media, or personalized messages. Update them on new services, special offers, or helpful tips. A client who feels connected and valued is far more likely to recommend you to others.
Incorporating these strategies into your marketing plan ensures a steady flow of referrals, significantly boosting your business over time. With a clear, proactive strategy, you can turn happy customers into your most effective sales force.
READ: 35 Proven Marketing Ideas for Roofers
Conclusion
Running a roofing business is tough work. It’s not just about climbing ladders and nailing shingles—it’s about building trust, delivering quality, and creating lasting relationships. You’ve got the tools now to not only do great work on the roof but also to grow a business that stands tall in the community.
Remember, the key to all this is consistency. Keep your promises. Communicate with your clients. Charge what you’re worth and always add that little bit extra. Ask for referrals and keep those relationships alive long after the job is done.
So, get out there and show the world what you’re made of. Build those roofs, make those connections, and watch your business soar. You’ve got this.
Want to see how ProLine can help you streamline your roofing business?
Check out our overview video on YouTube to see how ProLine simplifies everything from job tracking to customer communication: Watch the video.
Ready to take your roofing business to the next level?
Book a demo of ProLine and see how our CRM can help you close more jobs, stay connected with clients, and boost referrals: Book a demo.Curious about other CRM options?
Check out our guide to the 8 best roofing CRMs and find the one that fits your business needs: Read the guide.
In other words, you learned how to turn your favorite customers into customers. This is where most marketing for roofers stops. In fact, they normally stop at lead capture. But the most important part of your marketing happens after you close the sale.
That’s because happy customers are the best marketers you could ask for. They’re better than your top sales guy, your best ad, and even a wrapped truck. Rave reviews and glowing referrals are worth their weight in gold.
That’s what we cover in this article!
Again, we’re drawing on The 1-Page Marketing Plan by Allan Dib for inspiration. Grab a piece of paper and draw three vertical lines and three horizontal lines. You should have a grid with nine squares. We’ll be tackling the bottom row in this article!
READ: The Best Step-by-Step Guide to Roofing Marketing in 2024
Square 7: Deliver a Great Customer Experience
You could write a book on great customer experience. But for this article, we’re gonna hit the highlights. Creating a great customer experience starts with keeping promises. Communicate clearly and consistently. Don’t disappear on clients once the contract is signed. Regular updates build trust and show that you value their business. Automation can make this process seamless and efficient. Here’s how to ensure a stellar experience:
Overcommunicate
Don’t just talk to your clients when something goes wrong. Keep them informed every step of the way. Daily (during production) or weekly updates via emails, texts, or calls can make a huge difference. Let them know what’s been done, what’s coming next, and any potential issues.
Set Clear Expectations
From the very beginning, be upfront about timelines, possible challenges, and the scope of work. Clear expectations prevent misunderstandings and ensure everyone is on the same page. It’s better to underpromise and overdeliver than the other way around.
Use Automation
Automation tools can help you keep clients informed without extra effort on your part. Set up automated messages to notify clients about key milestones like material deliveries, work hours, and inspections. This not only keeps them in the loop but also shows that you’re organized and professional.
Add a Personal Touch
While automation is great for routine updates, don’t forget the personal touch. Regular phone calls to check in can reassure clients that you’re invested in their project. Address any questions or concerns they have promptly and personally.
Get Feedback
Encourage clients to share their thoughts throughout the project. Simple surveys or feedback forms at different stages can provide valuable insights. This shows clients that you care about their experience and are always looking to improve.
Maintain Quality
Quality should never be compromised. Develop a standardized process to ensure consistent work quality on every job. Regular quality checks can help catch any issues early and maintain high standards throughout the project.
Tackle Problems Fast
Problems will arise, but how you handle them matters. Address issues quickly and transparently. Apologize for any inconvenience, provide clear solutions, and keep the client informed about how you’re resolving the problem. Turning a potential negative into a positive can build even stronger client loyalty.
Celebrate Completion
Once the project is done, don’t just pack up and leave. Celebrate the completion with your clients. A thank-you note, a small gift, or a follow-up call to ensure their satisfaction can leave a lasting positive impression. This final touch shows that you value their business and care about their satisfaction.
Square 8: Increase Lifetime Customer Value
Increasing the lifetime value of your customers can be challenging, especially in the roofing industry where repeat business is less frequent. However, two key strategies can make a significant impact: charging what you’re worth and adding value where possible.
Charge What You’re Worth
First and foremost, recognize the value of your work. Roofing isn’t just about laying shingles—it’s about providing safety, durability, and peace of mind. High-quality work should command a high price. Don’t undercut yourself to compete with lower-quality providers. Instead, emphasize the long-term benefits of your superior materials and workmanship. Show your clients why investing in quality now saves them money and hassle down the road.
To begin with, educate your clients. Explain the benefits of your high-quality materials and skilled labor. Show them the difference between a cheap, quick fix and a lasting solution. Use case studies, testimonials, and before-and-after photos to illustrate your points. Moreover, offer financing options to ease the financial burden of high upfront costs, making it easier for clients to choose your premium services.
Transparency is key when it comes to pricing. Break down your costs and show clients exactly what they’re paying for. Transparency builds trust and helps clients see the value in your pricing.
Add Value Where Possible
Adding value doesn’t always mean additional costs for you. Sometimes, small gestures and extra services can significantly enhance the customer experience. Consider offering routine maintenance packages that include regular inspections and minor repairs. This not only helps extend the life of the roof but also keeps you in regular contact with your clients, making them more likely to call you for any major work.
Encouraging your satisfied clients to refer friends and family can be another effective strategy. Offer discounts or rewards for successful referrals, helping you gain new business without spending a lot on advertising.
Whenever possible, offer small free upgrades or additional services. For instance, provide a free gutter cleaning with a new roof installation. These little extras can enhance the perceived value of your service. Providing educational content, such as valuable information on roof maintenance, common roofing issues, and when to call a professional, positions you as an expert and keeps you top-of-mind for future projects.
Following up with clients after completing a project is also crucial. Ensure they’re satisfied with the work and offer a free inspection after a certain period to check on the condition of the roof. This shows you care about their long-term satisfaction.
Cultivate Long-Term Relationships
Building long-term relationships with your clients is crucial for increasing their lifetime value. Stay connected with them through regular communication, whether it’s via newsletters, social media, or personal follow-up calls. Keep them informed about new services, special offers, and industry news. A client who feels valued and remembered is more likely to return and refer others to your business.
Square 9: Mastering Referrals
Referrals are the lifeblood of a thriving roofing business. They bring in new customers with minimal marketing costs and come with a built-in level of trust. Yet, many roofers lack a solid strategy for generating referrals. To truly capitalize on the power of referrals, you need a proactive approach.
Ask at the Point of Sale
The best time to ask for a referral is when the customer is happiest—right after you’ve completed a job to their satisfaction. At this moment, their positive experience is fresh, and they’re most likely to recommend your services.
Train your team to ask for referrals as part of their closing routine. Make it easy for customers to refer friends and family by providing them with referral cards, links to online review sites, or a simple follow-up email with instructions.
Implement a Drip Campaign
Securing referrals doesn’t end with the initial ask. Implement a drip campaign to keep your business top-of-mind for customers over the next year or two. This campaign involves sending periodic emails or messages to remind clients about referring your services. Here’s how to structure your drip campaign effectively:
1. Initial Thank You and Referral Request: Send an email thanking the customer for their business and gently asking for referrals. Provide a direct link or easy instructions for referring others.
2. Regular Follow-Ups: Every few months, send a friendly reminder about your referral program. Share success stories of other customers who have referred friends and the benefits they received.
3. Seasonal Check-Ins: Use seasonal changes as an opportunity to check in with your clients. Offer maintenance tips, seasonal discounts, and another nudge to refer friends.
4. Anniversary Messages: On the anniversary of their service, send a personalized message thanking them for their business and reminding them of your referral program. A special anniversary discount can sweeten the deal.
Reward Referrals
Incentivize your referral program with rewards for both the referrer and the new customer. Offer discounts on future services, gift cards, or other perks. Make the referral process a win-win for everyone involved.
Keep the Relationship Alive
Building a long-term relationship with your customers increases the likelihood of referrals. Regularly engage with your clients through newsletters, social media updates, and personalized messages. Keep them informed about new services, special offers, and helpful tips. A client who feels connected to your business is more likely to recommend you to others.
By incorporating these strategies into your marketing efforts, you’ll create a steady stream of referrals that can significantly boost your business. Referrals are essential, and with a clear strategy in place, you can maximize their profit.
READ: 35 Proven Marketing Ideas for Roofers
Conclusion
Running a roofing business is tough work. It’s not just about climbing ladders and nailing shingles—it’s about building trust, delivering quality, and creating lasting relationships. You’ve got the tools now to not only do great work on the roof but also to grow a business that stands tall in the community.
Remember, the key to all this is consistency. Keep your promises. Communicate with your clients. Charge what you’re worth and always add that little bit extra. Ask for referrals and keep those relationships alive long after the job is done.
So, get out there and show the world what you’re made of. Build those roofs, make those connections, and watch your business soar. You’ve got this.
And if you need a CRM that helps you perfect your marketing plan, check out ProLine. It’s a roofing CRM that automates big chunks of your sales process for you while also simultaneously providing all project management needs after the sale. Book a demo to see it in action!
