If you want to have a successful roofing business, marketing is key. Marketing will not replace excellent workmanship, but if you really want your business to grow, you have to take measures to bring your company to the attention of potential customers. Remember that effective marketing is a process, one that can take years to perfect. So avoid giving up if the first attempts do not go so well; learn from what works and what flopped, and you will soon have the most well known roofing company in your area.
Know your target audience. There are basically two types of roofing customers, and you should develop an advertising campaign directed at each one.
One type of customer includes people who wait until their roof is in very poor condition because they have been putting off getting a new roof. To market your company to this customer, you need to focus on practical benefits of new roofing like leakage protection and energy savings. You will also want to highlight your value; in your ads say something to the effect that you can do the job with as little cost as possible.
The other type of customer wants a new roof to beautify and bring up the value of their home. This typically happens in well-to-do neighbourhoods where everyone is having improvements done on their houses. For this type of customer, your marketing should focus on the quality of your work and your ability to provide a selection of beautiful roofing materials.
Put your logo on your vehicles. You should have one logo that you consistently use on everything. Make sure it looks good in colour and in black and white. You should put this logo on your truck and every vehicle you use. This will increase your level of professionalism in the minds of potential customers, and may be your best form of advertising.
Ask clients how they found you. For instance, when you start a new job, ask how the client found out about your company. Then you can focus your marketing efforts on whatever advertising method seems to be working the best.
Put up a sign with your company logo at every job site, including one-day jobs. This gives your roofing company more exposure. Keep in mind that you will need to keep a tidy job site. You do not want people to associate your company with a disaster zone.
Keep in touch with your contacts. Keep a database of every customer you have, anyone you give an estimate to and everyone you know. Then keep in touch with them by sending out a postcard at least once a year. You can also send out promotional items like calendars and magnets. These have a long advertising life because people tend to hang onto them, which means that customers keep your company in mind. Another way to keep in touch is to call your clients a week or two after you finish a job to make sure they are satisfied. This will send the message that you care about the quality of your work.
Advertise in local home and shopping magazines, the yellow pages and classifieds in local newspapers. Make sure your ad design is consistent with your brand and run the ad consistently. In your ad, tell consumers what makes your roofing company the best and include a timely incentive so that prospects have a reason to act now.
Give a brochure or flyer and business cards to other businesses related to home services, such as Realtors, banks and landscapers. Ask them to hand out your information to their clients or to display your brochures and business cards in the office, and offer to do the same for them. You may even want to provide a gift for every five referrals they obtain for you. Don't forget to check with them every so often to see if they need you to restock your materials.
Things you need
- Target market research
- Promotional vehicle magnets
- Promotional signs
- Promotional giveaway items