Over the years at Reonomy, we’ve had a continuously growing user base of commercial roofers using our platform to generate leads and grow their business.
Having that user base has enabled us to put together a blueprint for success that’ll help you find new projects, generate consistent leads, and connect with owners in your market.
Commercial Roofing Leads & How to Scale Your Business
This article will serve as a blueprint to help you set up your business’ lead generation and marketing strategies for long-term success.
In Part One, we’ll look at how commercial roofers leverage Reonomy property intelligence to find leads.
Part Two will cover how roofers use the knowledge and insights they find on Reonomy to land new projects.
In Part Three, we’ll show you how to review—and revamp—your marketing strategy to assure that it’s the revenue-generating channel it can (and should) be.
Part One: Finding Commercial Roofing Leads with Reonomy
Reonomy’s property intelligence platform helps you identify and find leads based on very specific filters that cater to your exact needs as a roofer.
Below, find the most common use-cases for commercial roofers on the Reonomy platform:
Reonomy makes it easy to search by geography. Find roofing leads based on certain states, cities, and other locations.
Property Type Searches:
Maybe you specialize in upgrading mid-size multifamily.
Or, maybe you only work on industrial properties.
Whatever the asset class might be, you can narrow down your market to exactly that.
Search by the Size and Age of Buildings:
Say you only work on buildings larger than 20,000 square feet.
Perhaps you want to connect with owners of older buildings that’ll likely need renovations in the near future.
You can sift through any market to see all properties that meet both of those criteria (both at the same time, if you prefer, as well).
Pair this with the geography and asset type filters mentioned above, and Reonomy will show you a very specific list of potential new job leads.
Part Two: How Roofers Turn These Leads Into Paying Customers
Once a list of leads is created, roofers tend to analyze properties in a few different ways to better understand how they fit into their ideal scope of project.
From there, if they’d like to pursue an owner’s business, they’ll use the property owner contact information available on Reonomy to reach out directly via phone or email.
Analyzing Prospect Properties and Owners
Thanks to a direct Google Maps integration, Reonomy helps you actually see the roofs of prospect properties without having to bounce back and forth to another map online.
You can toggle between Street View and Aerial View to zoom in to see the property’s roof, spin the map to see each side of the building, and click to see the building from straight above.
This will help decipher what type of roof any building has, as well.
Collecting Owner Contact Details
All map images and building measurements can be found in the Building and Lot tab of any property profile.
The tab right next to that one, titled Ownership, is where you can find the phone numbers, email addresses, and mailing addresses of the property’s owners.
With that info, you can either reach out by phone to cold call the owner, or you can start building powerful email and direct mail campaigns.
Optimizing Cold Calls
The most successful cold call campaigns for commercial roofing contractors are conducted by experienced phone marketers and salespeople.
The phone marketers conducting your campaign must be highly knowledgeable about your roofing business and ready to answer any question thrown at them.
In saying this, by using Reonomy, you know you have a highly qualified call list.
This should compensate even cold callers who do not have the same experience as a phone marketer.
Dedication of team members who are focused on nurturing relationships with potential customers and adhering to strict guidelines for following up and tracking is required.
Sending Email Campaigns
Email is very cheap. And although you should spend time carefully crafting the copy of your email, it still makes for a great form of marketing.
For most companies, finding the email addresses to actually send emails to is the expensive part—with Reonomy, you’ve got that sorted out.
Not only can your message be delivered immediately, you also benefit from results that are fully analyzable through email campaign management software.
You should be looking at such as bounce rates, open and click through rates.
There are a range of email campaign management tools out there, Mailchimp being perhaps the most popular.
Depending on this feedback, the structure of your email campaign can be changed and altered.
Building Out Direct Mail Campaigns
Despite the power of the Internet, there are some roofing marketing strategies that have not gone out of style.
Direct mail campaigns continue to be a powerful method for generating commercial roofing leads.
A direct mail campaign can cost thousands of dollars, but if it lands you just one lucrative commercial roofing job, the campaign can pay for itself.
In this marketing strategy, thousands of mailer pieces are sent out to targeted prospects within a given area, usually building owners or key contacts within a certain radius of mileage from a central location.
When they receive the direct mail pieces, it is likely that some of the targeted prospects will call whomever sent out the mail pieces, so they can discuss their needs or arrange for an inspection.
Part Three: Reviewing and Revamping Your Marketing Efforts
Sometimes even established roofing companies need revamping. Start by taking a look at your business objectives for the year.
- How much do you hope to grow your business?
Think in terms of gross sales revenue for the year as well as quantifiable measures for customer retention and the number of leads brought in.
Then take a look at the marketing strategies you are using to get your roofing company’s name out there.
- Are you doing any advertising?
- What kind of advertising are you doing?
- What is your marketing Return on Investment (ROI)?
- What is your customer acquisition cost (basically, the overall per-customer cost of methods used to get a lead’s attention and then convert him or her to a customer)?
Use objective benchmarks to measure the impact of your marketing, and do not be afraid to turn to new strategies or campaigns for greater possible gains.
Optimizing Your Web Content
Online marketing is major resource for building any business.
The most important part of your online marketing efforts is your website—something that every marketing strategy should include.
How do you optimize your web content? See below.
1. Build a Custom Website
First and foremost, without a website, online roofing lead generation would not exist. That’s often the best place to start.
Make sure your website is fully optimized before taking on any other online ventures.
A well-designed, customized website casts a net that catches property owners searching the web.
You can use it to explain your exact services, showcase past work, and share content that shows your industry and market expertise.
On your site, you should include landing pages to make it easier for visitors to connect with you.
The design of your site, your content, and examples of past work are what will encourage property owners and others to visit your landing page and fill out a form (they become leads once they fill out a form).
If this seems daunting to you, fear not—you can easily use website builders like Squarespace or WordPress to create sites that are optimized in terms of layout, design, and search engines (more on that below).
Once your website is ready to go, you can begin creating content and interacting with others on social media.
2. Create Localized SEO Content
The key to successful inbound roofing lead generation is creating search engine-optimized (SEO) content.
When companies and individuals are looking for a new roofing company, the first thing they usually do is check search engines.
Roofing leads that come from search engine queries can often be of higher quality, as they are coming to your website searching for something in particular.
If they find the value they were searching for, they’ll likely signup.
Much as your website is the net that catches web researchers, the content you create essentially works as the bait that leads them to that net.
What should you create?
Write about the industry, your local market, and other insights related to your services.
Create content that provides informational value to the reader, but also lets them know about the value of your roofing services.
For this, you can again use UpWork and Fivver to search for SEO-trained writers that can help build out content for you, in case you lack the time, or are not well-versed in SEO.
A well-built website with optimized content can serve as a forceful lead generation tactic, so it should not be taken lightly. Optimized web content can generate a high volume of commercial roofing leads on a consistent basis now and for years to come.
3. Improve your online presence through social media.
With roofing contractors’ busy schedules, spending time on social media may feel like a waste of your time.
But, as many as 9 out of 10 Americans rely upon the Internet to find out about local businesses.
If a business lacks a website or is inactive on social media, they miss out on free opportunities for generating leads.
Creating profiles on Facebook or LinkedIn can help to improve your online presence and increase your frequency of search.
LinkedIn connections and groups are great ways to stay involved with your local market on a personal level.
Search local commercial real estate groups to see if there are ones that you can interact with.
Another strategy is to send connection requests to local commercial real estate professionals and your current clients to begin building out your network.
4. Paid Advertising
Advertising on Google, Bing, and various social media channels is another way to get in front of the eyes of potential leads.
Like SEO content, it is simply a way to provoke web researchers to click your link and fill out a form.
Commercial roofers will likely find the most value in running targeted ad campaigns on Google, Facebook, and LinkedIn.
Roofing advertising on Facebook and LinkedIn is about providing a useful piece of content tailored to property owners that will make them want to click and engage.
Google lets you target your ads based on specific keywords, too. This is where your expertise of the market comes into play most heavily.
Incorporate keywords that attract commercial property owners looking to repair or install a roof.
Much like your web content, it’s also vitally important to optimize your Google Ads to ensure that the language used within them is relevant and clean.
Finally, always link your Google Ads to landing pages, not your website home page, as you’re looking to make the process as simple as possible for those browsing the web to fill out your form and become a lead.
5. Attend Live Events and Trade Shows
Events allow you to connect with potential leads—or potential connections to leads—in person.
Going to live events is a way for you to try to stick in the minds of property owners who may eventually be looking for commercial roofing services.
Commercial roofing trade shows and events are a great place to learn about new tech in the industry, connect with other professionals, and spread the word of your brand and roofing services.
6. Download a Storm-Tracking App
Another useful tool to have in your arsenal is a storm tracking app.
Keeping up with the latest and live weather can sometimes be a large part of generating new roofing leads on the spot.
Given the spontaneity of the weather and the time-sensitivity of generating roofing leads, these apps can help trigger your outreach at exactly the right time.
By combining these live apps with Reonomy’s on-demand property search, you can find yourself connecting with the right property owners at the exact right point in time.
With the right combination of resources, a weathertight strategy will be well underway.
We hope that this guide can serve as your blueprint to long-term commercial roofing success!