The basis of roofing company revenue growth starts with consistent lead generation. It’s the foundation for increasing sales and expanding your business. Complementing this approach should include a streamlined sales process and defined follow-up paths for interested customers.
In determining how to scale a roofing company through marketing, you’ll need a system and tools to do so efficiently.
Keep reading to learn about the seven steps that drive revenue and growth for roofing companies.
1. Focus on Consistent Lead Generation
Roofing lead generation can be challenging. Purchasing or repairing a roof isn’t an everyday purchase. Rather, it’s a substantial investment that’s not recurring. Thus, you have to reach an audience when they need you.
The key to ensuring lead generation is consistent requires multiple tactics.
Local SEO
Local SEO is critical for roofing companies. US consumers are most likely to start with search when they need information rather than other channels. Their preferred channel is Google at 83%.
As a result of this fact, your roofing business must leverage local SEO to ensure that customers who need you can find you. Ranking well for local searches involves:
- Optimizing the content on your website with search terms that are relevant, plus localization (e.g., roofing services in San Diego)
- Publishing new content on your website regularly, targeting specific keywords
- Building your Google Business Profile and keeping it current
- Listing your company on local directories
- Creating location-specific landing pages
Customer Referrals
A referral from a current customer has great value. In fact, 86% of consumers say recommendations and reviews influence their purchasing decisions.
This real-world social proof often delivers leads that become customers. Those you acquire via referral tend to convert more and stay loyal. You didn’t have to sell them on anything. The experience you provided to the referring customer did.
For referrals to become a larger part of your new business, you need to make it easy. At the finish of every job, technicians can leave behind information on submitting a review or referral.
You can then follow that up with an email series or text message. One click to review and refer creates more action. You can incentivize them too.
Paid Ads
Consider paid ads as part of your roofing company revenue growth plan. Several channels can yield good results, including:
- Paid search: Bid on service and location keywords to show up at the top in search.
- Social media: Build an audience based on attributes and geography to land in the feeds of potential customers.
- Display ads: Serve up ads across many different websites, targeting people by their location, demographics, and interests.
Avoiding “Feast or Famine” Cycles
Roofing can be seasonal depending on your climate. It’s easy for companies to have times of high and low interest. That impacts cash flow and growth.
With year-round advertising and content creation, you can minimize volatility. Creating seasonal campaigns supports this too. Roofing company marketing ideas for this include things like preparing a roof for winter or inspecting and repairing it in the spring.
Predictable Pipeline
Roofing business growth strategies rely on a predictable pipeline. It allows you to forecast more accurately and set budgets for advertising.
You can also reduce the sales cycle by having a seamless process for your ideal customer profile (ICP). With the right approach, you can more easily avoid boom-and-bust cycles.
Hidden Bottlenecks in Lead Gen
You likely have obstacles in roofing lead generation. Using multiple systems, not tracking follow-ups, and delayed communication all affect conversions. You may not be able to quantify them, but you know they exist.
Every delay or manual effort can negatively impact whether the lead converts. Advertising or referrals may deliver the lead, but you need a strong sales process to earn the job.
2. Improve Your Sales Process and Close Rate
How effective is your sales process? An indicator of this is how many leads convert to customers. If this rate is low compared to industry averages, you may need to tweak your approach.
The in-home sales process is the first area to scrutinize. While on the property, you will inspect and estimate. It’s also a time to highlight your expertise, show before and after photos, and build trust.
How you present your estimate matters as well. It should be professional and easy to understand, so no jargon. Price has a lot to do with your close rate. You want to be competitive but still make a profit. Research competitor pricing for context.
Your close rate has much more to do with growth stability than the number of leads. Leads that never turn into customers can be a waste of time. It’s crucial to understand why leads do and don’t convert so you can adapt your sales process and marketing strategy.
3. Follow Up Faster and More Consistently
Roofing lead generation is only the beginning of winning a job. You must follow up quickly and consistently. Failing to do this translates to missed opportunities.
Speed to lead is the amount of time it takes you to contact an interested consumer. Responding quickly can boost your chances of closing. Waiting has the opposite effect.
Follow-ups should also come from multiple touchpoints. Emails, calls, and texts are all options. With email, you can automate a general responder at the time of lead generation so there’s an instant reply.
How do you know your speed to lead or other vital metrics? Ideally, you should be tracking all this in a CRM system. Documenting follow-ups and the outcomes allows you to trace a lead. This way, you don’t let leads fall through the cracks.
To achieve this step, you need technology like improveit 360 that supports email automation, customer management, and lead tracking.
4. Increase Your Average Job Size
In determining how to grow a roofing business, you should also focus on increasing your average job size.
There are several things that impact this: the materials chosen, labor involved, and square footage. Those are the basics for estimates. You want to make sure you’re including everything so they are accurate and there are no surprises.
You can also promote optional services to upsell, expand the scope with recommendations, and give the customer various materials to consider.
Maximize the potential revenue per customer by understanding all your costs and setting an expected profit margin. These extras you define could be attractive to customers, boosting your revenue.
5. Build a Strong Referral and Review Engine
Referrals and reviews support goals to increase roofing sales. These elements should be part of your roofing company marketing ideas.
While these actions can bring in new business, they can also turn current customers into repeat business. First, respond to their reviews, no matter if they were positive or negative. It shows you care about their opinion. Second, offer an incentive for referrals, like a discount for maintenance.
Managing your online reputation is necessary as well. Using a platform to do this streamlines the process and removes a lot of manual work. In one system, you can track reviews across multiple websites.
This system should also make it easy to generate referrals by automating follow-ups after job completion. This can spur people to submit reviews too.
6. Track Your Numbers and Know Your Pipeline
In defining your pipeline, there are several key metrics to measure:
- Close rate: The percentage of sales leads that become customers
- Cost per lead: The amount you pay to acquire a potential customer (advertising spend)
- Revenue per job: The average you make per project
These insights enable you to have visibility into the pipeline and the likelihood of lead conversion. You can apply anything learned here to current and future campaigns for greater ROI.
Ideally, you want to have access to this data on demand via dashboards and reporting, one of improveit 360’s powerful features. A single solution to manage every aspect of your revenue simplifies your operations.
7. Systemize and Scale Your Operations
If you want to know how to scale a roofing company, it starts with standardizing workflows. If you’re using multiple systems or lots of manual tools, you get in the weeds of operations. That’s time and energy you aren’t spending on growth.
You’ll see benefits when you systemize and scale:
- Estimating
- Sales
- Customer communication
Having one platform to do all this empowers your team to do more with less effort. It also stores all information in one spot.
Along with technology, hiring the right people impacts your potential growth. You have specialized, skilled installers. You need that same level of expertise in marketing as well.
Experience and the best tools for growing your roofing business perfectly complement each other.
Investing in a platform to boost your company’s performance is essential. Here’s why:
- A CRM yields many growth benefits: prevents duplicate leads, tracks interactions automatically, and reduces conversion time.
- A marketing automation engine enables outreach via calls, emails, and texting, removing many manual workflows.
- An appointment scheduler keeps calendars accurate and sends automated notifications and reminders to customers. This builds trust with transparency.
- An online estimate and invoicing solution ensures accuracy in proposals and getting paid faster.
- Project management capabilities automate project costs and progress tracking to keep things on track.
- A system with business intelligence features helps you do more with your data. In real time, you can view cash flow and performance. Customizable dashboards and reports deliver valuable intelligence for business growth.
A solution with all these features supports clean data. Bad data can cost you significantly. You don’t know where leads are in the marketing journey. Job expenses may go unreported, and there’s likely duplication of efforts.
You can quantify the ROI you’d realize with a consolidated and comprehensive CRM with our calculator here.
Growth Comes from Systems, Not Just More Leads
As you’ve reviewed all these roofing business tips, you should conclude that quality is better than quantity. Bad leads waste your time, so developing and executing marketing strategies allows you to stay focused on what matters.
With these seven steps, you can solve current challenges and centralize efforts that you can track and measure. These strategies enable you to drive growth with the collaboration of systems, sales, and marketing.
Finding the best solution for your roofing company starts with exploring those custom-built for home services. improveit 360 ensures you optimize your growth potential, covering every aspect of running a roofing business.
See how it works by requesting a demo today.
