Nowadays, there are so many marketing strategies, it is hard to keep track of them all. Commercial roofing contractors are constantly bombarded with them. They get explanations of how a particular marketing strategy is “guaranteed” to get them the roofing leads they need.
Of course, there is no such thing as a guaranteed marketing success. But when different marketing strategies are carefully considered based on past data, blended together, and well-timed in their execution, there are much greater opportunities for not only bringing in leads, but also ones of higher-quality. When it comes to marketing, though, there is one critical thing that roofing contractors are not told, but that is essential to keep in mind.
The One Secret Ingredient Behind the Best Marketing Strategies for Roofing Companies
This key tenet is the following: “All marketing strategies and plans for executing them should be tailored to the commercial roofing industry itself.”
In other words, a marketing campaign should be geared toward the dynamics of the commercial roofing industry itself; namely the following realities or trends:
• Decision-making about restoring or replacing a commercial roof is typically a long, drawn-out process
• Because building owners can spend potentially tens of thousands of dollars, they are not likely to make decision about their roof in the moment or on the spot
• Marketing strategies and content should be geared toward telling a building owner specifically about how a contractor offers value, why his products are solid performers, and the benefits of all of this for the building owner
• There is no one-size-fits-all marketing solution for getting the attention of prospects
• Marketing strategies that have “proven records” in other industries are not a surefire guarantee of effectiveness in commercial roofing marketing
If a marketing professional or a marketing and advertising firm is trying to sell you on a particular marketing strategy or method, keep an eye out. It is advisable to see how beneficial the terms of the contract the marketing service or strategy would require would be for you.
If you would be forced to be locked into the contract for a year or longer, or if the contract would call for a huge baseline amount of something (e.g., thousands of “impressions”, or how many times an advertisement or promotion for your roofing company is seen), that company may not be acting in your interest. Also, marketing firms that are not willing to customize their service offerings or support to your needs or industry are to be avoided. They likely will not be the best marketing advocates for your company, either.
A Few Examples of Ineffective Roofing Marketing in Action
Here are a few quick real world examples in which the core principle mentioned above is not being implemented.
• A marketing firm offers to sell a contractor mobile banner ads. Banner ads run the gamut of the advertising world. They are diverse, and for the most part, they are not a good fit for the commercial roofing industry. Why? Mobile banner ads are about compelling consumers into impulsive purchases or buying decisions. With a commercial roof, however, thousands of dollars are at stake, and building owners likely will not rush in making up their mind about the roofing contractor they will choose. Because of the cost burden dynamics of commercial roofing, the buyer decision-making process is slower than other markets, and mobile banner ads’ “in the moment” are not conducive toward generating sales.
• A roofing contractor is given the option of taking a “spray and pray” approach with his direct mail campaign. Direct mail is one of the most effective marketing methods for roofing contractors. But using an unqualified mailing list for a direct mail campaign is likely to lead to only frustration and wasted precious advertising dollars. Why? Because the list is so untargeted. With a spray and pray approach, your direct mail pieces might get into the hands of people who do not want your services, such as local government offices (these locations often have very strict “no solicitation” policies). To better understand this, think of it in other ways—would a home remodeling company get many leads if its direct mail went to locations like small businesses or corporate headquarters? In that context, it is easy to see why targeted direct mail campaigns are so important.
• A marketing firm offers to design a top-of-the-line, customized mobile app for a roofing company. On the surface, this may seem like a great idea. After all, the more people you can get to download your company app and use it, the better, right? However, generally speaking, a roofing company with a mobile app likely will not be that productive or cost-effective. Here is why. In both the residential and commercial roofing industries, people look for roofing companies in two cases: when their roof is on their mind, or when it has problems that need caretaking. They are not likely to use an app store to find a roofing company for their needs. And if they go with a roofing company and download the company’s app while they are engaging that company’s services, after the job is finished, they likely will no longer use the app. In turn, that can translate into a big loss for the roofing company, in terms of dollars and time spent on having the app developed. After all, the company will not be getting any value from the app if customers do not continue to use it after their roofing job is complete.
Want a Marketing Firm that Understands the Commercial Roofing Industry?
At Top Roof Marketing, we have spent hundreds of man-hours looking at data and researching what works and does not work for the commercial roofing industry. Because we have handled so many marketing campaigns for commercial roofing companies of all sizes, we understand what is truly effective in this market space.
The premium we place on our clients’ success and satisfaction is huge, too. You will be hard-pressed to find a full-service marketing firm that is as dedicated to your needs and accountable for its services as our team is.
To learn more about how Top Roof Marketing can help you position your roofing company for success, give us a call today at (800) 795-2187. We look forward to earning your trust and business, starting with our first conversation about your needs!