Marketing for roofers doesn’t have to be a maze.
With just a few tune-ups, your roofing business can start finding more leads and closing more sales.
Marketing is pretty simple. You find potential customers. You tell them how you’ll solve their problem. And you make it as easy as possible for them to pay you.
But you’d never guess it based on most of the marketing you see. More often than not, you see the hair-brained ideas of someone with a degree but little common sense. Those ads and websites might win awards. But do they make money? It’s a question no one’s willing to answer.
It’s not just billion-dollar companies that make common marketing mistakes. More than a few roofers offer great service but can’t figure out how to tell people about it.
This article is about common marketing mistakes that waste your time and money. We’ll cover all your bases, from offers to writing to marketing channels. Let’s get started!
They Talk About Themselves Too Much
We get it. No one knows your business better than you. You know how much work you’ve put into building it. And you know why you’re the best choice.
But customers could care less. They care about one thing. Themselves. It’s a harsh truth. And the sooner you accept it, the sooner you can start making more sales.
In marketing speak, it’s called features vs. advantages, or features vs. benefits. Most roofing companies talk about what they have to offer. They talk about their story. They talk about their roofing system. And their warranties. On and on about what they do.
Yet they never connect it to the customer’s problem. How does your roofing service make your customer’s life better? What anxiety does it ease?
Your job is to show them how you can solve their problems. If you spend all your time talking about your company, you’ll lose them. They tune out faster than a cat at a dog show.
People want to feel heard. They want to know you understand their pain. Your marketing should speak to their struggles. Hit them where it hurts. Then, offer a solution. Show them the light at the end of the tunnel.
Let’s break it down with some roofing examples:
Feature: “We use high-quality, weather-resistant shingles.”
Advantage: “Our shingles keep your home safe and dry, even in the worst storms.”
Feature: “We offer a 10-year warranty.”
Advantage: “You won’t have to worry about roof repairs for a decade. We’ve got you covered.”
See the difference? The first one tells the customer what you have. The second one tells customers what emotion they’ll get when they buy. People don’t buy shingles. They buy peace of mind.
Remember, talk about the advantages. Show them how your features make their lives better. That’s what will make them choose you. Focus on the customer. Show them the benefits.
READ: The Best Step-by-Step Guide to Roofing Marketing in 2024
They Don’t Define What Makes Them Different
According to the Better Business Bureau, there are 37,340 roofing businesses in America. Fixr.com puts that number at almost 80,000. And according to the Bureau of Labor Statistics, over 135,000 people work in the roofing industry.
The takeaway? Competition in roofing is cutthroat. Even in small towns, homeowners have half a dozen roofing companies to choose from. You must stand out.
Think of it like this. You’re at a crossroads, and each path leads to a different roofer. Why should a homeowner choose your path? Your unique selling point (USP) answers this question. It’s the secret sauce that makes you special.
Most roofers say the same things. “We offer quality service.” “We’re reliable.” “We have experience.” These are good, but they’re also generic. Your USP needs to be specific and memorable. It should stick in the homeowner’s mind like gum on a shoe. It’s one thing to be reliable. It’s another to be the most reliable roofer in Dayton, Tennessee for 25 years as voted on by the town newspaper.
Here are some questions ripped from the no-nonsense Drayton Bird. You should be able to say “Yes” to at least one. If not, you need to go back to the drawing board.
Are you…
- Cheaper?
- Quicker?
- Better value?
- Safer?
- The most trusted?
- The friendliest?
- The first?
- The top-seller?
- The most tested?
- Faster?
- The most advanced?
- The latest?
- The oldest?
- The most loved?
- The one experts prefer?
- The most reliable?
- Sold in a special way?
- Easier to deal with?
- More helpful?
These are all powerful reasons to choose you. If you’re worth your salt, you likely check one of those boxes. Add that box to your tagline. Plaster it on your website and your quotes. You’re letting customers know that there’s a real advantage for them if they choose you over a competitor.
READ: How to Create a Powerful Roofing Slogan [With Examples]
They Think Marketing is a Band-Aid
Marketing can get your foot in the door. It can spark interest, create a buzz, and even drive a few sales. But if your product or service falls short, no amount of marketing will save you. You can put lipstick on a pig, but it’s still a pig.
This concept isn’t new. A few thousand years ago, someone said that persuasion is just “a good man speaking well.” Nothing has changed. Marketing is just telling the truth about a product in a way that makes action easy.
Roofers often think a slick website or a catchy ad will make up for shoddy work or poor customer service. They’re mistaken. Homeowners talk. They share their experiences. If you do a bad job, word spreads like wildfire. You can spend a fortune on marketing, but it won’t matter if your product stinks.
Imagine you get a fancy ad out there. It grabs attention. People call you up. You get a few jobs. But then, the problems start. The roof leaks. The shingles fall off. Your crew leaves a mess. Guess what happens next? Negative reviews. Angry calls. Lost business.
Here’s the bottom line: Focus on your core product first. Make sure your roofing work is solid. Train your team well. Provide outstanding customer service. Ensure your materials are top quality. Then, just tell people about it and make it easy to act on.
A happy customer is your best marketing tool. They’ll sing your praises. They’ll recommend you to their neighbors. They’ll leave glowing reviews. This word-of-mouth marketing is priceless. It’s genuine. It’s powerful. It’s free.
So, put in the hard work. Build a solid foundation. Ensure your roofing service is the best it can be. Then, amplify that message with smart, effective marketing. That’s the real path to success. No shortcuts, no band-aids. Just quality work and honest marketing.
READ: 35 Proven Marketing Ideas for Roofers
They Misunderstand What Brand Really Means
Here’s the reality: Customers don’t care about your mission statement. They don’t care about your values. They care about one thing. How will you solve their problem?
Take Apple, for example. They have a sleek logo and a recognizable color scheme. But that’s not why people love Apple. People love Apple because their products are innovative, reliable, and easy to use. Apple’s brand is about the experience they deliver. It’s about the promise of quality and simplicity. And because they’ve made good on that promise for years, they can get away with high prices.
Your brand should work the same way. It’s the association customers make between your business and something they want. It’s built on the experiences you create. When customers think of your roofing business, what do they picture? Reliable service? Quick and efficient work? Cigarette butts in the yard? Whatever it is, that’s your brand.
Consistency is key. You need to deliver the same experience every time. Your marketing, your service, your follow-up – everything needs to align. When customers know they can count on you, they remember you. They trust you. That’s how a brand is built.
Excellence is also crucial. You can’t build a strong brand with mediocre work. Go above and beyond. Deliver more than what’s expected. Surprise your customers with outstanding service. That’s what sticks in their minds.
So, yes, get your logos and colors right. But don’t stop there. Deliver on your promises. That’s how you build a brand that stands out in the crowded roofing market. Customers will remember for how well you solve their problems.
READ: A Complete Guide to Branding for Roofers
They Work on Hunches, Not on Data
Too many roofers make decisions based on gut feelings rather than hard data. They rely on hunches, thinking they know what works without ever testing or tracking their efforts. This approach is a recipe for wasted time and money.
First off, you need to track the cost of acquiring customers. Do you know how much you spend to get a new lead? How much it costs to turn that lead into a paying customer? Without these numbers, you’re flying blind. You might be spending a fortune on marketing that doesn’t work.
Testing is essential. Try different marketing strategies and see what gets results. Run A/B tests on your ads. Experiment with different offers and messages. Measure everything. Only then can you see what works and what doesn’t. Data tells the truth. It shows you where to invest your time and money for the best return.
Next, understand the lifetime gross profit of your customers. It’s real simple. Just subtract the cost of goods sold from the lifetime revenue of the customer. How much profit does an average customer bring in over their lifetime?
Imagine you discover that a customer brings in $5,000 of profit over their lifetime. Suddenly, spending $500 on a new customer doesn’t seem so steep. You’ll know exactly how much you can afford to spend to grow your business.
Tracking and data analysis are not just for big companies. Every roofer can and should use these tools. They help you make informed decisions. They show you where to cut costs and where to double down. They take the guesswork out of marketing.
So, stop relying on hunches. Start tracking your data. Test different strategies. Understand your numbers. This data-driven approach will transform your marketing efforts. It will help you spend smarter, work more efficiently, and ultimately, make more money.
Conclusion
Marketing is simple in theory: find potential customers, solve their problems, and make it easy for them to pay you. But as we’ve seen, many roofers fall into common traps that waste time and money. Let’s recap the key points to avoid these mistakes.
First, stop talking about yourself. Customers care about how you can solve their problems, not about your story or accolades. Focus on the benefits and advantages your services provide to them.
Next, define what makes you different. In a crowded market, you need a unique selling point that sets you apart. Be specific and memorable. Highlight what makes you the best choice.
Understand that marketing isn’t a band-aid for mediocre service. High-quality work and excellent customer service are the foundations of a strong brand. Your marketing should amplify these strengths.
Recognize what a brand truly means. It’s not just a logo or a mission statement. It’s the association customers make between your business and something they want. Consistency and excellence in your service build a strong brand.
Lastly, rely on data, not hunches. Track the cost of acquiring customers and their lifetime gross profit. Test different strategies and make decisions based on the numbers.
Get out there and start winning!
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