One of the most difficult parts of being a roofer is finding ways to consistently generate highly qualified roofing leads in a reasonable amount of time.
Luckily, in today’s commercial real estate environment, the tools are available for contractors of all backgrounds to generate valuable multi family and commercial leads from a multitude of sources.
In this article, we’ll cover how to master the deployment of one of the most reliable sources of leads available today—an effective search engine optimization (SEO) strategy.
Search engine optimization is not easy, but when leveraged correctly, can generate very highly-qualified commercial and multi family roofing leads on an ongoing basis.
Your time can be used elsewhere while property owners within your typical project scope roll in through your website looking for roofing repairs, upgrades, or a partner in future development.
Mastering roofing SEO, however, is a matter of understanding your online presence and how it can be most useful to your ideal client.
Things to Know About SEO
We’ll get into the “how to’s” below, but first, there are a lot of questions you must answer before deploying an SEO strategy.
First is understanding what SEO actually is, and what the process entails.
What is Search Engine Optimization (SEO)?
Search engine optimization, or SEO, is the process of optimizing your website and online content so that it shows up higher in search engine results on Google, Yahoo, Bing, and beyond.
Basically, with a combination of the right qualitative and quantitative factors, you can set your site up so that it will organically show up when your target audience searches a word or term that signals a need for your business.
Why is SEO important?
Inbound marketing strategies are those that you set up to have prospects come to you. The best example of an inbound machine is your website.
SEO can be one of the most effective inbound marketing strategies when done effectively. Here’s why:
It’s Cost Effective.
Sure, time is money (and SEO can take a fair bit of time to master), but all things considered, the process comes at a minimal cost compared to the revenue that it can generate for your business.
It brings in high-quality leads.
The best lead is the one that’s going to generate a lot of revenue, and a lot of recurring revenue, right?
Based on your keyword choices and targeting efforts, SEO can generate very high-intentioned website visitors that are essentially 90% of the way to closing by the time you ever speak to them on the phone.
Let’s say you’re a metal roofing installation and repair company in Austin, TX.
Think of the difference between cold calling a nearby property owner versus someone searching “metal roof repair companies in Austin, TX,” and coming across your website.
They are looking for something very specific—something that you can offer them immediately—and it is evident in the words they’re using in their Google search.
It has a long lifespan.
Search engine optimized websites and webpages can also bring in high-quality leads for a very long time.
A single article might end up generating hundreds of scorching hot leads each month.
With some continuous web output and constant touch-ups of previous output (more on that later), your website can cast a net that catches virtually everyone in your target audience in a specific region.
Now, putting an effective SEO website in place does take a lot of time. Once it begins to gain traction, however, it can create a massive snowball effect of new business and brand awareness for your roofing company.
Planning and Executing an Expert-Level Roofing SEO Strategy
Keyword, keywords, keywords.
If there’s anything you should master first, it’s knowing exactly what keywords and key phrases your target audience is going to search on a regular basis.
By pinpointing words and phrases that signify a need for your roofing services, you can assure that all of your website visitors are those that have a high chance of becoming a client.
Figuring out which roofing keywords to target is mostly a matter of thinking about the “where,” “why,” and “what” of your target audience.
Where are they situated? Are they within the geographical focus of your business?
Why are they searching? Are they looking only for information, or are they looking to potentially purchase a product or service?
What are they searching for? If they do have the intent to purchase or inquire about a roofing service, is it the right kind and scope of project that your company can carry out?
All of these questions can be answered in analyzing the words and phrases used in web engine searches.
First things first, of course, is location. Targeting searches that signal a need for roofing services in your business area of focus is a great place to start.
Normally, SEO is most effective when targeting either a city or county.
Combining your city with your service is a good starting ground for an SEO strategy. So, if you’re a metal roofing company in Austin, TX, you might start building content around keywords such as:
- “metal roofing companies austin tx”
- “metal roof repair austin tx”
- “roof repair austin tx”
- “metal roofing companies near austin tx”
You should essentially target every variation of the phrase above, because when it comes to SEO, any iteration of a phrase counts as a separate search, and therefore might generate slightly different results.
Keeping location in mind, it’s also important not to be too general with the keywords you’re targeting.
For example, the idea of showing up first in Google every time someone searches “roofing,” sounds great. The fact is, though, a lot of your web traffic would not be qualified roofing leads, not to mention the fact that it would take immense amounts of work to rank highly for such a general keyword.
With SEO, long-tail is your friend. It allows you to spend less time and rank higher for more targeted keywords, therefore bringing in a more targeted audience.
Long-tail keywords are simply general phrases with a few qualifying words attached to them.
“Roofing” might be your main keyword, but adding words like, “metal,” “repair,” and “Austin, TX,” helps weed out the audience you want to avoid. The more words you add, the more qualified your audience will be.
For full context, the five keywords below show the steps of how a general keyword can get more and more specific:
- “roofing repair”
- “metal roofing”
- “metal roofing repair”
- “metal roofing repair in austin tx”
In getting more granular, you will lose a lot of search volume that goes to your website, but most of what’s lost will simply be web viewers that would not have been viable roofing leads anyway.
When trying to find long-tail keywords for your roofing business, think again of the “where,” “why,” and”what,” that would lead someone to your site—roof types, building types, specific locations, new construction versus renovation, and so on.
This is an extremely important part of your keyword research.
Perhaps the best way to find keywords you should be targeting is by finding a competitor of yours that has an effective SEO strategy, and analyzing the keywords that they use to bring in leads.
Heck, even if they don’t have a super effective strategy, it can still be a helpful foundation for you to build upon.
Once you find the right keywords to target, you can begin injecting them into your website and building new pieces of content around them.
Quality of Content
There are a few different ways to structure your online content so that it effectively targets the right keywords.
It is mostly a matter of quality and quantity of the content you’re putting out. Most commonly, the two types of content are going to be articles or video.
No matter what it is that you’re creating, however, you have to be sure that your content is:
- Useful to the audience.
- Relevant to the audience.
Useful content could mean a lot of things but mostly relates to a piece of content’s informational value.
Are you teaching the audience something new? Are you answering the question that led them to your content in the first place?
Secondly, relevancy speaks for itself. Take this very article for example. There is a big difference between righting a helpful guide to SEO best practices, versus writing an SEO guide geared specifically to roofers, and roofers only.
The Importance of Persistence
Diligence is a key component of a successful SEO strategy, as well, because, to be truly successful, you need to continuously produce new pieces of web content, while updating old pieces of content in the process.
In most cases, the more content you can put out, the better, so long as the quality of what you’re putting out is very high.
It is better to produce lower quantities of higher quality content versus a higher quantity of mediocre content. Still, if you can master both, you’ll find a ton of success with your roofing SEO strategy.
Freelancers and interns are a great way to keep your output consistent and serve as a way for you to find those savvier at building impressive webpages.
The second part of persistence is making sure you’re updating old pieces of content on your site.
By constantly renewing outdated pieces, search engines will turn to your site more often as a source of truth—due to the freshness of the information you’re presenting to your audience.
In thinking about the usefulness and relevancy of content, the fresher, the better.
Finding Roofing Leads On-Demand with Reonomy
There are a lot of questions when it comes to building a flawless SEO strategy.
Two things are for sure, however. One, it will pay great dividends if done correctly. And two, it does take a bit of time to put in place and master.
This is where Reonomy can help.
With Reonomy, multi family and commercial roofers of any kind can search, identify, and contact property owners in any market in a matter of minutes.
So, while you’re waiting for your SEO strategy to gain some traction, you can spend time searching for owners in your market, of any commercial or multi family asset type, based on the size and age of their building.
From there, you can access the contact information of those property owners and begin reaching out directly.
You can even pair Reonomy with your favorite storm-tracking app to draw a polygon around the most recent storm-path and connect with owners in need of immediate repair.