Roofing companies often experience frequent famine and feast cycles, and the burnout during the spring and autumn seasons can hit as severely as the lack of business during off-season months. The only way out of this dilemma is to have a pipeline continually filling with leads throughout the year. In this article, we will share several tips that will help you build your own lead generation machine and help you get clients regularly.

Understand Your Buyer’s Persona

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So, create a mental picture of your ideal buyer by answering the question “Who would like to order your services?” In marketing jargon, this exercise is known as creating a buyer’s persona and these personas have helped brands generate incredible levels of revenue.

Know Their Pain Points

After zeroing in on your ideal client, the next step is to understand their pain points so you can properly market to them. Just keep in mind that today’s buyers have an ocean of knowledge readily accessible to them. It’s important that they get more than just good information from you as what they ultimately want is superior customer service. Give them a solid set of reasons to believe you can give it to them.

Research the Competition and Identify Your Main USP

In addition to researching your ideal clients, you will also need to carefully study your competition so you can differentiate your roofing company from the crowd. Your unique selling proposition (USP) needs to make you stand out from everyone else and immediately appeal to your target client base.

Leverage Content Creation and Promote Effectively

Once you have followed the above steps, now it’s time to explain your USP and value proposition to the intended audience by using engaging content. You’ll need to craft appealing content that will explain how your roofing services are going to solve the problems faced by your prospective clients.

While most businesses nowadays realize the importance of content creation, social media, etc., only a fraction have realized that content is of no use if it’s not promoted to the target client base. As part of the buyer persona exercise, you’ll also need to identify the advertising mediums that are most frequently used by your client base. For homeowners looking to replace roofs, Instagram or Facebook might be the ideal medium, but if you work with large businesses then LinkedIn might prove to be of better value as it’s being used by decision-makers and C-suite executives.

Prep Prospects for the Ultimate Conversion

You will need to understand a buyer’s journey from the top of the sales funnel (attracting visitors) to the bottom (turning them into a paying customer). As you move through the stages of getting contract information, presenting helpful material, answering questions and handling objections, you will want a plan to drip-feed information to the prospective buyer with content designed for that specific stage.

Build New Partnerships

You can build new partnerships with other businesses in related industries such as real estate developers, real estate agents, property managers and commercial electricians who often deal with buyers dealing in commercial buildings. These new relationships can lead to a stable supply of qualified leads that will help you break the feast and famine cycle.

Word-of-Mouth Marketing

It’s rightfully said that word-of-mouth marketing is the best form of marketing. It has always been this way. In the digital age, this means customers trust testimonials and online reviews more than any content produced or commissioned by you. You can ask your past customers to review you on Google, Facebook or any other channel of your choice. Few people realize how effective it can be. How many reviews do you have posted online?

Conclusion

Generating leads on a constant basis requires constant effort. This should be expected. However, by following the tips mentioned above, you can turbocharge your own lead generation machine that’ll not only generate regular business for you but will also help you scale in revenue and profitability.

Google Reviews not only enhance your visibility but also build trust, drive traffic, and improve customer engagement—essential components for thriving in any market. In this blog, we’ll explore how Google Reviews can give your commercial roofing business the edge it needs to shine in a crowded marketplace.

Boosting Your Local SEO and Online Visibility

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In fact, Google evaluates local businesses the same way in which local consumers appraise them, that is, by looking at the number, quality and freshness of the reviews. If a business manages to amass a good number of positive reviews, they are more likely to be seen or noticed by their target customers.

For instance, when the term ‘best commercial roofing contractor’ shows up in a Google search, it is more likely that the results include high rated companies which have positive customer reviews. If yours is a company that has a lot of 5-star ratings, then yours is likely to be among the first places.

Building Trust and Credibility with Potential Customers

Trust is the most important aspect of every business that operates successfully. One of the most effective ways to foster that trust is by obtaining positive Google Reviews from customers since people prefer to work with companies that they can trust.

Consider this: before acquiring a service, most people actively seek information from other people who have used the same service. This is called “social proof”. Google Reviews is the solution to this issue. A set of positive reviews constitutes endorsement from your customers, offering your business the social endorsement it needs to improve its market position.

If your reviews clearly say only the good things about your business, customers are going to assume that they will enjoy doing business with you. In a place where a lot of companies providing similar services, reviews may just be the deciding factor needed for the phone to ring.

Enhancing Customer Engagement and Feedback Loops

In contrast with classical advertisement that is largely one sided, Google Reviews allows for customers to engage with you in a conversation.

With the help of reviews, whether good or bad, you have an opportunity to respond directly to the client, and for potential clients to “hear” the conversation. This interaction highlights the fact that your customers’ opinion matters to you. A good word from the customer thanking them for the kind words regarding the completed job goes a long way in improving the customer’s faith in your brand. Conversely, if you have a negative review, showing a willingness to improve the situation and “make it right” can offset the negativity in the mind of the next potential customer.

This form of participation sets your business ahead of competitors who underestimate or do not bother with customer reviews.

Increasing Click-Through Rates and Conversion Rates

Positive Google Review ratings directly influence the conversion rate of a business. Users seeing the stars and the number of reviews for a product or service seemingly get more motivated to visit the site or call the business.

Several studies have been done, and they indicate a strong correlation between businesses that have a significant number of good reviews and a high CTR (click through rate).

Additionally, customers that leave reviews also provide details that perhaps might serve as selling points for others. For instance, if a business is said to have excellent customer service, it gives potential clients more confidence in that business if customer service is a strong priority for them.

This leads a logical deduction;  the more positive reviews you have, the greater your chance of capturing customers ready to convert, and increase your business revenue..

Conclusion

In a competitive market, every advantage counts. Google Reviews offer businesses the opportunity to enhance their online visibility, build trust, engage with customers, and ultimately increase conversions. In today’s digital age, where consumers trust online reviews as much as personal recommendations, neglecting this valuable tool is a missed opportunity.

By actively encouraging satisfied customers to leave reviews, responding thoughtfully to feedback, and maintaining a strong online presence, you can differentiate your business and gain the competitive edge you need to thrive. So, don’t let your competitors outshine you—harness the power of Google Reviews and watch your business stand out in the marketplace.

First, you should anticipate that the roofing company will want to conduct an inspection.  It is unfair to expect any form of estimate without allowing for time and opportunity to assess your current roof situation.  Some roofing contractors may choose to conduct their inspection either on the roof or via drones.

Second, give the contractor some time to prepare that estimate.  There are some contractors who are comfortable doing an “on the spot” quote, but others want to take the time to ensure it is a complete and full estimate.  You wouldn’t commit to an important project without doing your due diligence, would you?  Consider granting your commercial roofing contractor the same respect and understanding.

Part of the pre-estimate process frequently deals with discussing the type of system you are considering.  Not all roofs are appropriate for all systems nor do all commercial roofing professionals work with all types of potential roofing systems.  Sit down with the contractor and discuss your business goals as a part of this process.  Identify if your goals include energy efficiency, chemical resistance, improved longevity, or cool roof technology integration.  This information assists the contractor in determining the BEST system for both your building and your business.

Elements of a Commercial Roofing Estimate

Every contractor is different, so we’ve put together an overview of various elements you should look for in your commercial roofing estimate.

Materials:  Exactly what type of materials, including manufacturer, is the contractor planning to use?  Like cars, there is a wide variety in quality and cost between different manufacturers.  A good commercial contractor may even prepare you options between XYZ and ABC manufacturers on the same type of roofing system.

Labor.  Some contractors choose to include the cost of labor within the materials portion while others choose to make this a separate line item.  There is nothing wrong with either method.

Protection.  Again, some contractors include the cost involved in protecting your property and business from damage within their overall cost projection.  Other contractors choose to show this as a separate line item on their estimate.  Either is fine, but it is important that you clarify the steps that will be taken to protect your existing business while that roof is being replaced.

Warranty.  This area is important.  Your estimate should include a written outline of the warranty offered, both in terms of materials and labor.  You should anticipate paying more for a really great long-term warranty that includes ongoing maintenance.  Think of it as insurance for that roofing investment.

Timeline.  Your estimate should include the timeframe anticipated to complete the job.  Please notice the word “anticipated”.  Like every other business, there are times when the unexpected occurs.  Roofing contractors are subject to the vagaries of weather or supply chain interruptions to a greater extent than many other industries.  That timeframe is an estimate based on past experience.

Payment Due Dates.  Many large projects allow for payments to be made through the project completion.  If that is the case with your commercial roofing project, your estimate should include the exact date each payment is due, along with terms for noncompliance by either party.

Elements that Affect Your Replacement Costs

There are many elements that go into determining the cost of replacing a commercial roof.  Each is considered and calculated into that final estimate you will receive.

Size.  This is pretty obvious.  The size of your roof is a HUGE consideration in the overall replacement project.  Not only in materials and labor, but additional considerations such as debris removal, movement of materials over the scope of the project and even increased safety considerations all can play a part.

System.  Different roofing systems have different costs.  That is also pretty straightforward.  If you and your contractor determine your roof is best suited for a PVC system, you will pay more than if it is determined that shingles will work better.  Why?  Because PVC costs more than shingles.

Roof Style.  This one may come as a surprise, but roofs with multiple peaks and valleys will generally cost more per square foot than flat roofs.  Why?  A good part of it is due to increased labor costs as those steep angles require more time and more protective equipment than an open flat roof.

Roof Access.  If your contractor is going to have to hire a crane to get materials and personnel up 10 stories, it is going to cost more than if they have to move those same items up 1 story.

The bottom line is there are a LOT of considerations that go into a good commercial roofing estimate.  That is the best reason to work with a qualified, reputable, professional commercial roofing company.  If you are looking for an estimate, feel free to contact the Choice Roof Contractor Group at (800) 670-5583 or complete the inquiry form and we will put you in touch with a roofing company in your area.

How is a roofing company supposed to make a living with these issues and uncertainties? Maybe by increasing another option – productivity.

Productivity is defined by how much is accomplished during a given time. The more tasks completed, the more productive you or your company are.  The more productive, the more profitable.

Ways to Increase Productivity

Regardless of how hard you work, there are only 24 hours in a day. Assuming you have any type of life or at least choose to sleep well, you are probably going to work no more than 12 of those hours. Making the most of that time is the key to increasing your productivity.

Software. Take advantage of software options to help reduce the amount of time you spend on various tasks. For example, if you aren’t using estimating software, you could be wasting hundreds of hours annually on mental mathematics. 

Another type of software you shouldn’t be without is a good CRM (customer relationship management). You can use this to not only track your customer base, but to trigger you for sending follow up sales email or even have them pre-written and ready to go. Though nothing beats the personal touch of a visit or phone call, by reducing that time to a fraction using automation, you can significantly increase your productivity.

Technology. Take advantage of modern technology to reduce the number of man-hours necessary to complete a task. If it takes 7 men 10 hours to lay and weld an area of roof, but a machine uses 1 man in 5 hours, that is a machine worth investing in.

Other examples include the use of drones and thermal imaging for roof inspections.  Not only safer for you and your employees, these technologies also look cool to your customer and at worse identifies those areas that requires a deeper hands-on inspection.

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Another example of better planning is having handout materials available to your team.  If your team is on a roof and can see other buildings clearly in need of repair or replacement, having handout materials available for them to stop in and offer can be the key to getting that next project scheduled without you having to do a big marketing campaign that costs a lot of money. Offering a monetary bonus to your installers in the event of a new project can’t hurt either!

Interns. In some areas of the country, local schools offer interns or job-placement programs for their seniors looking to move into a job after graduation. This is a great opportunity to get more hands on your projects without investing in additional employees.  It is also a truly irreplaceable way to assess skills if you may need additional help in the future.

Marketing. Many of you still do cold-call marketing. There is absolutely nothing wrong with it and, in the right hands, it is an effective way to drum up new business.  However, coupling that with a direct mail campaign, and using your CRM to generate email follow up automatically will dramatically increase the probability of a sale, without significantly increasing the time you spend.

For more ideas, reach out to the experts at Top Roof Marketing. They have worked with 300+ commercial roofing contractors and offer package options that will make your efforts more productive. Call today at 800-795-2187.

There is no shortage of different marketing approaches and that leaves the door open to opportunities that will work for you. Determining which approaches will work best for you and your company to reach your goals is easier when you call on professionals.

Marketing is a big world, and it is normal to have concerns regarding the marketing strategy your company should adopt. Marketing isn’t new for the commercial roofing industry but collaborating with professionals that are focused on your industry can certainly help you gain the attention you’ve been needing.

Marketing evolves, just like everything else. This evolution changes what works and what doesn’t. We have gathered the top 5 concerns your company should address in your marketing strategy.

Branding

There is and always will be a lot of competition in the world of commercial roofing. Knowing how to set yourself apart and above your competitors is critical to ensuring you get the customers you need to succeed and keep your business in operation.

If someone approached you and asked, “What makes your business different?,” would you know how to answer? If you are struggling to answer this question, then it is time you learn more about branding. Appropriately branding your business is necessary if you’re looking for an effective marketing approach.

Not only do you need to make yourself stand out, but you need to do so consistently. Having a repetitive theme may seem like overkill, but it is one of the best proven marketing methods there is. When someone sees your logo, business design or even color combination, you want them to immediately associate that with you.

Social Media

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While Google rankings will always be imperative to your marketing, social media outlets are as also important. If your company does not have a strong social media presence, you are passing along your potential customers to your competition.

Social media outlets can certainly be intimidating if you aren’t in tune with them. Fortunately, you aren’t left alone to figure it all out. Professional marketing companies will not only give you the tips and tricks you need to be successful, but many will take over your social media accounts for you, should you prefer.

No matter who is doing the posting, the first step with social media marketing is determining which platforms make sense for your company. You don’t need to be active on every one of them to be successful but having a presence on one or two is crucial. Facebook is recommended for all businesses to have an active presence. It is the main social media source consumers will turn to when looking to learn about a company and their reputation.

For business-to-business marketing for your commercial roofing services, LinkedIn is likely a wise platform to turn to as well. TikTok and Instagram are platforms more geared for young, trendy consumers and may not bring you the commercial roofing leads you are looking for. This is where knowing your target demographic is a necessity. With a targeted audience, it is easier to put out the right content they will appreciate and be caught by.

Engaging content is an absolute must. Keeping your messages clear with correct grammar and sharp, clean pictures should be your goal.

One of the most significant pieces of social media marketing is engaging. Stay active and keep your presence consistent. Posting once a month is simply not enough. You will not be seen on the consistent basis that is necessary for success. Posting at least once a week is recommended and it doesn’t hurt to post even more often. Be sure to use varying graphics, videos, polls and the like to get and keep your follower’s attention. Now more than ever, people get bored. Keep it interesting!

Marketplace Expectations 

There is no avoiding the fact that the pandemic changed the way people approach hiring companies. People are online more than ever, and your competition is stepping up their game. Having a social media presence used to be an option, but to be successful in today’s society, it is a necessity. Even if someone gives you a great review by word of mouth, a consumer will frequently go to Facebook to find your page and see what kind of engagement you have. If you lack a presence or have unfavorable reviews, you will likely end up with a lost customer.

Let your followers know about you. Your website, social media platforms, and any other marketing outlets should highlight your online presence. While it may seem a bit redundant, it is beneficial.

Do you use energy efficient products? Post about it, add it to your website, to your mailers, you name it. Put your efforts out there, make them known so that you can in turn, become known. Are you a big supporter of non-profits? Share that. Giving back to your community leaves a positive impression and your consumers love to see your efforts. Let them know what you are doing.

Where to Spend Your Marketing Dollars

If you are here and looking into the best marketing approaches, it is likely you don’t have an unlimited marketing budget. Let’s be honest, who does? Knowing where to allocate your money to see the greatest return on your investment is huge. Thankfully, you are not left to decide this alone.

The first step is to determine your goal. Are you looking to gain a handful of customers and to do it fast? Or are you looking for long-term growth you can count on? Both? Whatever the case, determining your goal(s) is crucial. While the same marketing approach may not work for different goals, knowing the goals is the first key step.

Once you have determined your goals, you can then work to begin to understand your target customer(s). Direct mail can be all it takes for some areas, while it might not work at all for others. If you do not know who you are aiming to target, no approach will be successful and investing in marketing will just seem like constant failures.

Cue professional marketing companies. Finding a marketing company that truly understands and gets your industry is the best route to go. They will help you determine which marketing approach will be best, regardless of the goals you are working toward. Usually, to meet professional goals in a competitive market, you need to hire professionals.

Time

There is never enough time in the day, week or year. People are busy, and that includes you. While you are busy operating your business, taking care of customers and employees, taking care of your family, it can be hard to make the time for marketing. But marketing is often the key to any successful business.

So how do you do it all? Well, thankfully you do not have to. Here’s where Choice Roof Contractor Group can jump in and help.

We are backed by a team of marketing experts focused specifically on the commercial roofing industry. We have found the best ways to position your company and we are here to help you get yours seen. We tailor our marketing solutions to meet your needs and goals while staying within your budget. We offer website and social media management strategies as well as custom designed print pieces that can be used as examples to follow. Direct mail pieces like flyers and brochures still work to engage customers too. We can assist with integrating all these marketing tools seamlessly to ensure they work for you and your company.

When you are ready, we are more than happy to sit down with you and offer our best solutions.

Our goal is to be your marketing partner for years to come. We work to build relationships with our customers and love seeing you and your company thrive. With this goal, it has helped us help our clients grow in ways many companies can’t compete with.

Have questions? Don’t hesitate to call us today at 800-670-5583 and learn exactly what we are about and how we can help you and your company get to the level you want.

You may already know the primary problems they may face with their flat roof system. It is your responsibility to impart that knowledge in a clear, concise, and understandable fashion to your current or potential customer. What is the best way to do that? You can share the information on your company social media (think Facebook, LinkedIn, etc.). You can share expertise via your website blog. You can have a flyer made to provide various details. There are many options. What is not an option is failing to support your commercial clients with the information they desperately need to make good financial decisions.

In case you are newer to flat roof systems or are looking for more information about their potential issues, we are sharing the top 5 reasons ponding water on a roof is a problem.

Why is Ponding Water a Concern?

The very nature of a flat or low-slope roof causes ponding water problems. Without a significant slope to remove it from the roof, the water will pond in low areas. Why is this a problem? There are several reasons to consider.

Gravity. If moisture has nowhere else to go, gravity will cause it to seek any tiny imperfection in the roofing system to move downward. This leads directly to leak development and resulting structural damage.

Vegetation. Stagnant water is a petrie dish for the development of mold, mildew and other forms of vegetation. Many of these use a root system, which can penetrate the roofing system and cause the very defects that lead to the development of leaks. Additionally, some of this vegetation is extremely unhealthy for the people the roofing system is designed to protect.

Pests. Standing water provides the opportunity for pests to gather. Not only is it a breeding ground for mosquitoes, it provides a gathering location for birds, rodents and other pests to find their necessary water.

Weight. Depending on the size of the ponding area, it could be adding unanticipated weight to the roofing structure. A single gallon of water weighs 8.34 pounds. You can quickly see how large areas of ponding can add substantial weight to specific structural locations. Those locations may not be sufficiently reinforced to support that weight.

Collapse. Over time, left unchecked that ponding water will lead to system failure and will eventually get into the structure. The structure will weaken and collapse. No roofing system or substructure can withstand the damage of unchecked water year after year.

How to Address Ponding Water Issues

There is no point in identifying a problem if you aren’t willing to offer some solutions. Here are a few ways to identify and address water ponding.

Inspections. Scheduled inspections help identify the existence of a ponding water issue. Simply put, you can’t fix what you don’t know is broken. The NRCA states water found standing on flat roofs for longer than 2 full days after a storm should be examined by a professional commercial roofing contractor.

Maintenance. Appropriate maintenance of the flat roof system is paramount. This is how those small defects that may exist are corrected, reducing the risk of system compromise from the accumulated water.

Repairs. Any repair should be made promptly and correctly. Though it doesn’t stop the water from ponding, it does reduce the likelihood of more extensive damage from occurring.

Restoration. The application of a coating, spray foam or single-ply membrane improves the waterproofing of the system and helps seal any existing defects. If the ponding is due to collapsed insulation or other “low spot” in the roofing structure, it can also help fill in the area for a more even roof.

Gutters. Gutters need to be cleaned and inspected at least twice a year. Debris build-up is another common reason water can begin to pond on a system. This is such an easy fix. There is no excuse for it ever occurring.

Drains. The installation of drains may become necessary. Experts recommend a drain every 80 feet to allow for proper and efficient water removal.

Replacement. If the problem is extensive or caused by issues like collapsing insulation, weakened structure or even a foundational issue, the only answer to the problem may be a full tear off and replacement to address the deficiencies.

Remember, more than just an eyesore, ponding water is truly a hazardous condition to any flat roof system. Left unchecked, it will ultimately lead to system failure and the risk of a catastrophic loss to your client. Do them a favor, and make sure they know the risks. They will appreciate it.

There are a number of reasons the commercial roofing market is currently down.

Supply Issues.  We are all well aware of the supply chain issues our industry is facing.  Unfortunately, it is not just our industry, but a vast part of the nation as a whole.  Supply issues lead directly to cash-flow issues, particularly with commercial businesses. This is completely outside the control any of us have, and we will simply have to let the issue run its course.

Economic Concern.  Business owners throughout the country are aware of the fluctuations of the economy.  There is an extremely high level of uncertainty about the direction the economy will be moving over the next year or two.  This leads many owners to a decision to hold on to capital and reduces investment in improvements.

Small Business Decline.  As many as 1/3 of all small businesses have closed since the beginning of the pandemic.  Whether a temporary closure due to financial hardship or a permanent loss, the fact remains there are fewer commercial businesses out there.  Fewer businesses clearly mean fewer opportunities for the commercial roofing industry.  A recent study found up to 57% of small businesses still in existence could permanently close due to the Delta Strain resurgence.

Demand.  Years 2018-2019 saw an unprecedented number of commercial roofs replaced or restored.  This high level of work during that timeframe means all those roofs are not in need of service at this time.  This also reduces opportunities for the industry right now.

Ways to Keep Financially Afloat

In spite of all the doom and gloom, one of the strongest assets the commercial roofing industry has is the NEED for roofs.  Every home, business, industrial complex or building of any type requires a roof.  Those roofs must be installed, maintained, repaired and protected.  As a result, we have a built-in bumper against the issues that may plague other, less critical, industries. It’s only a matter of time until service is REQUIRED.

To weather the existing storm requires a re-evaluation of direction, both for your company overall as well as your marketing plan.

Here are a few ways you may consider keeping the income streams flowing in.

Residential.  Yep, we went there.  While the commercial marketplace is staggering, the residential market continues to jump.  With significantly more pent-up demand, a much larger potential client base and the unfortunate recent catastrophic storm events hitting regions of the country, residential roofing may be a direction to move, at least temporarily.

Most commercial roofing contractors began as residential roofers, so the learning curve really isn’t an issue.  The equipment needs are reduced as well, plus the timeframes for roofing materials are not as long as those in the commercial roofing arena.

Diversification is key in many industries, and it may be time to consider diversification in your own roofing business.

Niche Specialization.  Fancy words, but basically, we are talking about finding a specific area and focus your primary attention on that.  For example, if you live in the desert Southwest, combining solar power with roofing services may be a key niche in your area to consider.  Another option might be a heavy promotion of wind-resistant systems in an area recently hit with a lot of storm damage.

This step requires some research on your behalf into your local market.  The most important thing in niche specialization is a true understanding of what needs exist that aren’t being met, then finding a way to meet those needs effectively.

Those companies that meet unmet needs quickly and effectively are the companies that will not only weather the existing storm, but will actually grow and benefit from the situation.  Reduced competition helps ensure more opportunity for you to actually get the project, though there may be fewer projects available.

Marketing.  It is a natural tendency for business owners to pull back on marketing as “unnecessary” when faced with an uncertain time.  Consider this…if your competition is pulling back but you aren’t, which business will reap the benefit when an influx of roofing opportunities come up?

The difference is you need to carefully target your marketing.  Rather than a “here we are” approach, it is crucial your marketing sets you apart from your competition and truly addresses why you are the best choice.

Additionally, if you are expanding your services (such as pursuing residential options) or moving into a more specialized area, your marketing campaign truly needs to focus on those areas.  You want to shout it from the rooftops (so to speak), so anyone potentially interested in those services knows you are offering them.

A few inexpensive ways to increase marketing include:

• Increase the number of blogs or posts you put on your website or social media. If you aren’t a blogger, look through some of the blogs on the Choice Roof Contractor Group and upload to your own social media. You definitely want to show strong activity on social networking platforms. It will instill confidence when building owners research your company.
• Offer a “special” on certain services and promote the heck out of it via an email blast. If you aren’t certain how to do this, reach out to us. We have plenty of tips for you.
• Offer a discounted rate to referred customers and a thank you incentive to referrers. This can be promoted through your website, with 1-page flyers or with a mail campaign.  Give us a call for more ideas.
• Print up some flyers and place them strategically in your area. Quality truly counts when it comes to your flyers.  They will directly reflect on the perception of your business. Don’t take the cheap home-made route.

The good news is the commercial roofing arena is expected to improve drastically in the near term, assuming no additional pandemic issues arise.  Positioning yourself and your business to not only get through this time but be prepared for the upswing is the hallmark of a great businessman.

What is Causing the Material Shortage?

You are probably as tired of these words as we are, but the primary answer is Covid-19. The pandemic, regardless of how you may personally stand politically, caused a widespread shut-down of our economy. Unfortunately, that shut-down included not only the manufacture of the materials we utilize daily in our industry, but also the production and distribution of the raw materials necessary to manufacture them. This double-whammy is the root of our existing situation.

Another side-effect of the pandemic is the pent-up demand. During the 2020 shutdown, many businesses, as well as citizens, chose to let their roof situation wait, rather than address it immediately. No doubt your bottom line reflected that decision. Now, with things getting back to a more normal level, there is a huge pent-up demand for roofing services. Again, we doubt this is any surprise to you. However, when you couple increased demand with decreased supply availability, we are seeing unprecedented price increases and wait times industry-wide.

A secondary issue is the unusual level of storms in certain regions of the country. Whether your region is facing more rain than usual or stronger storm intensity, usual weather patterns have increased roofing service demand beyond the norm.

Another, less recognized issue, is labor. We are all familiar with the shortage of applicants (qualified or not) we are facing for our own industry. However, we are not alone. Labor shortages are rampant in many of the industries we rely on. Distribution, for example, has been hard hit by a lack of laborers, truck drivers, delivery personnel and so forth. All of the labor shortage compounds an already bad situation.

What To Do?

Well, unless you have the ability to manufacture your own materials, your company is stuck with having the manage

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Management of Expectations. As Americans, we aren’t very good at waiting. Unfortunately, that is what we have to teach our customers to expect at this time. Clear communication of wait times, with an explanation that those are also subject to change, will at least keep your customer from feeling lied to or betrayed when that roof project takes longer than anticipated.

Research. Perhaps you don’t care for the concept but doing some research into alternative options may help reduce the wait. At the very least, knowing the available options and providing more information to your customers shows you are on top of the situation and underscores your level of professionalism in their eyes.

Plan Ahead. If you frequently use the same basic materials on jobs, such as specific fasteners or a preferred type of adhesive, order a little extra with each job and try to keep them on hand. We aren’t advocating hoarding but having a few extras could be the difference between finishing the job on-time or not.

Cooperation. Working together with your “competition” may be key to saving you both. Try to develop a team mentality with some of your colleagues and, should either of you be in a situation where material help is needed, perhaps the opportunity to share resources will arise.

This “team” mentality is what Choice Roof Contractor Group is all about. Sharing knowledge, experience, strengths and resources in an effort to improve our industry and provide building owners with noteworthy professionalism and quality.

If that is the sort of organization you want your company involved with, or if you would like more information on joining us, please call 800-670-5583 or reach out to us on the contact page.

The Top 5 List

Commercial building owners have a focus that is completely different than a residential homeowner.  They are business-people, first and foremost.  To get their attention, get their jobs, and keep them as ongoing clients, you must direct your marketing and your conversations toward that focus.

Value.  Homeowners tend to worry about budget and cost.  A business owner, however, is more focused on the overall value.  They are much less concerned about the size of the initial investment if you can show them how it will outperform, outlast or in some other way be more beneficial over time.

When making your proposal, show the cost/benefit analysis for the various solutions you may be suggesting.  If you’re suggesting a coating or single-ply option, include information on potential cost savings on labor installation, cost savings on utility bills as a result of lower cooling costs and, where appropriate, information on potential tax credits.  All of these add value to the installation and makes the decision-process easier.

Follow through.  As a business owner, which would you prefer to work with… the person that promises the moon, but fails to deliver; or the person, even if more expensive, that always gives you everything they promised?  Now, which kind of roofing contractor are you?

Commercial business owners are keenly aware of companies that fail to deliver on their promises.  Though you may be able to get that initial job, you will quickly find others getting future jobs from your clients if you are failing to follow through on your work or job quality.

Organization.  Your potential client is running a business.  They don’t want to have to be involved in running yours as well.  The contractor that is well organized, able to set up independently and complete the job without interrupting the business owner unnecessarily is one that is a winner in that customer’s mind.

Free Guide: How to Switch to Commercial

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Clean up.  Seems like a trivial matter, but this is their business we are talking about.  Ensure that the entire area around the site is kept clear of debris on a regular basis, and that after completion clean-up is thorough.

Paying attention to this level of detail reinforces your professionalism and underlines the level of respect you are showing to that commercial building owner and his/her tenants.  Though it may never be said, failure to do these things will definitely be noted and will weight heavily against any further, future projects they may have.

Communication.  The commercial business owner or property manager has a lot going on.  Clear communication, whether in the form of an email, phone call or text, goes a long way.

Materials didn’t arrive on time?  They’ve been there.  Send an email, detailing that the shipment is expected on XYZ date. Clearly state if this is going to impact completion dates or anticipated scheduling, then, if possible, offer any options that may work for them.  This is not an unnecessary interruption for your customer, rather it is an important communication as it directly impacts the promises you made and the schedule he/she may have in place.

If you think about it for a minute, this probably sounds a lot like the kind of person you want to work with.  If you take the time to consider what type of person you would want to work with in YOUR business, you will have a better handle on what commercial clients want.

If you are looking for more information, have suggestions or questions, or are interested in joining our group of industry professionals, please call us at 800-670-5583 or reach out to us on the contact page.

The most important aspect of your roofing company will begin with sales. To maximize success, start with these tips.

Always Bring Your “A Game”

The most important tip to running a successful business is bringing in sales to keep everyone employed. When you visit a business owner to provide them with a quote for their roof, your first step is to exude confidence. Your confidence in your business and product offerings is what will help lead you to your potential client having confidence in you. Without this, it is difficult to convince business owners to partner with your company.

A few other tips include:

• Always appear professional from the beginning
• Focus on educating your client, not closing them
• Provide multiple options for roofing solutions
• Listen to your client’s needs and address any concerns
• Offer information about warranty options

Once you begin to close sales consistently, you’re on your way to having a successful career in the commercial market.

Running Your Business

Operating a roofing company is more than just sales. In order to be successful, you need to create a plan to succeed. The main areas to also consider include:

• Marketing – How are your clients going to find you? What is your professional image?
• Operation – Are you handling the services yourself? Are you trusting technicians?
• Administration – What is your CRM, accounting, and other software needs? Do you require office staff?

Set aside time to address all these different business areas before you begin. Lay out a plan to create and implement each one. These will be your foundations to success. Be sure to reach out to other contractor networks, like Choice Roof Contractor Group, who are filled with knowledge that they are willing to share to help your success.

To read more about starting a business, visit the many blogs we’ve posted over the years in this category: Blogs about Starting a Commercial Roofing Business.

To learn more about how we can help you begin your successful roofing career, call 1-800-670-5583.

Free Guide: How to Switch to Commercial

10 Complete Steps Developed by Members

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