Chances are if you run a roofing company you’re involved with some sort of third party service. These websites like Angie’s List and HomeAdvisor can bring in leads and it seems only natural to use them.
There’s a problem here: all of those leads are going to every roofer in the area.
And you’re still paying for them.If you want to maximize the ROI on your advertising budget you don’t want to be sharing leads from the competition. Instead, read on and we’ll discuss why you should focus on making sure that your leads are exclusive to your business, rather than putting throwing you to the wolves.
The Pitfalls of Third Party Advertising
Contractor sites which aggregate local businesses were a great development for the end consumer. They worked out for contractors as well, at least in the beginning.
The idea is simple: these services go through and pick up every contractor for a field in the local area and display them in a list. However, most of them don’t display vital information on the page unless you’re a paying customer of the service.
For most businesses this ends up translating to about $4-8 per click.
Even worse, those clicks aren’t necessarily a high-quality lead. Many people are comparison shopping or engaging in other practices where they may not end up purchasing… while you’re still paying for each and every click.
Did we mention that everyone else in the area is probably doing the same thing?
Direct competition with a PPC model is a losing war for everyone involved except for the person who’s getting paid for the listing.
You may be getting business through these sites, but is it enough? Are you actually making a good ROI at the end of the day? We’ve seen costs higher than $100 per lead with low conversion rates of the lead. Even negative ROIs aren’t uncommon with these services.
That same lead which is going to end up on the desk of other roofing companies in the area. You may go to check out the lead and find that a half dozen other roofers have already given a bid on the same project.
There’s a reason many contractors are moving away from third party list services: the leads aren’t exclusive and they’re not high-quality.
Additionally, each of these lists has their own review services built-in. If you’re new to the listing you won’t have the social proof built up, even if your Google Business and Yelp profiles are sterling.
Add in the high expense… it ends up not being worth it for most people to pay for leads although those that allow for free listings should still be used just to keep your name out there.
What About AdWords?
Many people opt for AdWords to handle their paid advertising.
After all, it’ll put you right on top of Google when someone in the area searches for roofing services. You still pay-per-click but the ROI should be better, right?
Well… not exactly.
Instead, consumers will still be comparison shopping. You’re not the only company in your area using AdWords in most cases and chances are each ad that shows up will get clicked by someone looking.
Non-exclusivity strikes again. Chances are a savvy homeowner is going to get an estimate from more than one company… while you’re still paying for the chance to get a lead.
While AdWords can be a crucial part of a digital marketing campaign you’re still not attracting exclusive leads to your business.
So if Google doesn’t have the answer, what can be done?A thirty minute, free consultation may just be the best advertising choice you’ve ever made. Check out , schedule a call, and let’s see what we can do together.
Understanding Your Leads
If you’ve been in the business for a while, you already know that not all leads are good ones. Even going by word-of-mouth it’s hard to make sure that you’re able to sell them.
Lead quality is the biggest determining factor in your advertising ROI. High quality leads are those which are more likely to make a purchase once contacting you.
A good lead will be exclusive and have commercial intent right from the outset. A great one is looking for you specifically.
You’ll need a couple of things in place to bring in exclusive leads for your roofing business:
- Tight audience targeting
- A way to reach only that audience
- A system that works
Social media marketing covers those bases and allows you to easily adjust your marketing campaign as you go to make that happen.
It also leads to easily read metrics, making your whole system more efficient than something like SEO where you can’t be 100% sure which bit is doing what.
A Fresh Approach to Exclusive Leads for Your Roofing Business
The system used for advertising has to be in place and agile to meet the demands of both your business and the market.
Focusing on exclusive leads will lead to rapid growth, especially if your sales team is up to speed.
Remember that lead generation only generates your leads. It’s still your team that has to be able to close the deal with the customer in the end. By bringing in high-quality, exclusive leads you’re giving them a much better chance, however.
Now, we’re not advising you to abandon all of your marketing campaigns that are already in place. Any channel that still has a positive ROI for you is one that should be kept open. A bit of budget shifting can get most companies in a position where they can see the advantages of properly implemented social media marketing.
Facebook is the obvious choice for any contracting company. The majority of people in the average home owning range are there and the built-in advertising platform allows for tight targeting of your audience.
The Difficult Part
Here’s the thing: developing a system which works for your company takes time and know-how.
For most marketing ventures you’re looking at months to dial things in. It’s a lot of time and if you don’t have the right advertising team in place it will take even longer.
Lead generation can be touchy. It’s different for every niche and roofing is no exception.
Let’s just say there’s a reason not everyone is doing this.
Once your campaign is up and running you’ll have to monitor all of the data coming in and adjust accordingly. That means split testing, targeting different audiences, and finding the right combination of parts for your entire funnel.
And a lot of math.
It’s a repetitive process and requires experience and intuition.
If you’re going to get started, try the following:
- Run two advertisements
- See which performs better
- Create a new ad based on which one performed better
- Run it alongside your better performing ad
- Compare the data
It’s not a whole lot of fun, but that’s split testing for you.
This applies to every bit of your sales process as well. Eventually you’ll hit upon the magic combination which consistently brings in those customers who are interested in buying from you.
Of course, this doesn’t just apply to your Facebook advertisements.
Instead, you’ll need a full sales funnel in place. These start broad and help you to focus on those customers who are serious about getting their roofing needs done.
Think of your advertisements as the broad net which is cast over the widest area. Even with the best targeting not every lead is going to turn into a customer but the less chaff you pull in the better off you’ll be.
From there you’ll begin to engage in winning over the lead. We’ve outlined our process before but a quick refresher never hurts:
- Set up advertisements to bring in potential leads
- Capture their e-mail
- Follow up and offer value in your list
- Keep selling through referral programs
- Stay in touch with customers who’ve already made a purchase
This basic formula has everything you’ll need to get interested leads calling once all of the variables are in place.
The key ingredient enabling these strategies is retargeting. Retargeted ads bring you up in front of the same customer time and time again, increasing their awareness of your brand and eventually enticing them into becoming a lead.
Using a Proven System
Instead of spending months to years developing your sales funnel, there are better ways to go.
We utilize a proven system designed specifically for roofing businesses. We’ve found ways to draw in customers who are interested and bring them straight to your sales people.
How effective is our system?
We’ve cut cost per leads as low as $7 for some of our clients. And we’ve done it while maintaining lead quality and exclusivity.
Our system is predictable, effective, and revolutionary enough that people are rethinking their opinion on lead companies entirely.
We’ve given you the basic building blocks of creating an effective campaign to produce exclusive roofing leads. In the end it’s all about getting in front of the right audience and making the right moves.
If exclusive leads sound like the kind of thing your business needs, you’re in the right place.our free case study