Why Is Lead Generation Beneficial For Your Roofing Business?

The ins-and-outs of attracting new roofing clients and the one mistake you should avoid. Say you’re looking for a way to attract more clients to your roofing business. Maybe you’ve knocked on some doors and left flyers in mailboxes, posted on social media here and there, and you got…crickets. This happens to many home improvement business owners. So, how do you fix that? What should you do to bring in new prospects that will turn into paying clients?

How Do I Get More Clients for My Roofing Business?

The answer: Lead Generation. It’s not just a fancy marketer buzz word. It is what separates the top roofing companies from the rest. But before we dive in, let’s look at a few different key concepts that will help you understand what lead generation can do for your business. First, what is a lead? A lead is not a client – yet. A lead is a person or business who raised their hand and showed interest in learning more about your offer and your services. They are not ready to reach for their checkbook, but they are curious to see what is in it for them, and if you have the right solution for their problem or need. They want to take a closer look to see if they can trust you and if you do indeed deliver on your promises.

A lead is not a client – yet.

 A lead is a person or business who raised their hand and showed interest in learning more about your offer and your services.

Lead generation is a marketing system that uses what we call a funnel to get potential leads to become aware of your brand, get to know your business, and finally manifest interest in learning more. Because it is a system, it offers predictable and measurable outcomes that enable you to make tweaks and optimize it as needed. The goal of a lead generation funnel is to take your roofing prospects on a journey – from being completely unaware of your existence to being aware, wanting to learn more, scheduling an appointment, closing the deal, and becoming a raving fan that comes back to do business with you year after year. (make illustration showing a lead gen funnel with its multiple steps)

And that is the difference between being the top roofer in your area with the highest volume of clients every month and being the roofing company who is desperate for any business at all. By having a lead generation system in place, potential clients come to you instead of wasting time and effort looking for them. (make quote graphic) A well-designed lead generation funnel can also weed out low-quality clients who are just shopping around for the cheapest guy or who don’t have the proper budget to match their high expectations.

By having a Lead Generation System in place, 

potential clients come to you
instead of wasting time and effort looking for them.

How Do I Get More Clients for My Roofing Business?

Now that we understand what a lead is and what a lead generation system does, you will want to dial in on who your ideal customer is. Lead generation is very much like fishing – before you go out and cast your line, you need to have a clear picture of the kind of fish you want to catch. Then you need to know where that kind of fish is most likely hanging out at. Then you need to have the right type of gear and bait to attract and catch only the fish you want. 

In other words, you need to have a clear picture of who you are selling to. Are you focusing on residential customers or commercial roofing customers? Let’s use residential customers as an example.

Think of some of the best customers your company has ever worked with as you answer these questions. How would you like to attract more of them?

This is fundamental before you can go on to building your lead generation system. If you don’t know who your customer is, you will not know where they “hang out”, i.e., which channels they might be using to find your business, and you won’t be able to craft an attractive offer that interests them. It’s like fishing for tuna in your neighborhood pond – not going to happen.

So, now that you know who your customer is, what they want, and where they might be searching, you are ready to begin building your lead generation funnel. You will want to use a combination of value-adding, educational and inspiring content (such as blog posts, videos, social media posts, tutorials, etc) to attract organic (unpaid) traffic to your website and build brand awareness. Optimizing your website and adopting consistent SEO (search engine optimization) practices will also help you generate organic traffic and help you rank higher on Google searches after a while.

You will also want to employ paid traffic strategies – i.e., pay-per-click advertisements on Google as well as on social media channels. Build a landing page with a relevant offer to your audience and send paid traffic to it.

Your offer should be interesting and offer a low-barrier entry point to your business. For example, many roofers have found success in offering roof washing and cleaning services for a low fee. This is an attractive offer for clients who would rather have a professional roofer do the job instead of some random person with a power washer. It also puts you exactly where you want to be – on your client’s roof! You can offer a free roof inspection and use it as an opportunity to upsell and generate more business. (Make a graphic saying Pro Tip and then add this phrase).

So How Do I Start a Lead Generation System For My Roofing Business?

Your landing page can direct customers to schedule a roof cleaning with you, and you will target your paid ads to that landing page. You can watch your results and tweak it as needed.

The combination of paid and organic traffic allows you to reach new customers and generate new leads without having to chase them down. Add to that an effective email marketing and retargeting campaigns to stay in touch with current customers and generate repeat business and referrals, and you will have a winning lead generation system. Here is a lead generation system checklist to get you started:

In a nutshell…

An effective lead generation system produces measurable and replicable results that allow you to stay in control of how many clients you can generate in a set period. You will no longer rely solely on word of mouth or simply hoping that clients will find you. You will know who they are, where to find them, and how to bring them into your business, and you will have them come to you instead of wasting time and effort trying to track them down.

This is what many roofers get wrong. They will market to anyone and everyone, without a clear system or strategy. When something doesn’t work, they will quickly try something else. There is no consistency and no measurable results, yet thousands of dollars are wasted in ineffective marketing strategies.

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Bizleads Agency

So, how effective is Facebook Ads? The short answer is that it’s very effective. With the right knowledge, it can drive up your conversions through the roof.

If you need expert guidance with your Facebook Ads or generate leads in general, contact BizLeads now. BizLeads is a Lead Generation Agency helping service-based businesses utilize the power of digital marketing.

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