All Posts by Mauricio Cardenal

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I help roofing businesses generate more clients online

Roofing Leads
Aug 16

The Ultimate Guide To Roofing Leads

By Mauricio Cardenal | roofing leads

Are you tired of lead brokers selling you crappy roofing leads?

This is one of the biggest challenges that roofers face. I’ve surveyed over 100 roofing business owners and found that generating a consistent flow of high-quality roofing leads is one of the biggest challenges.

Finding someone that can sell you roofing leads is not a challenge. However, finding people that you can trust is.

The best solution is to trust yourself and your knowledge.

All these strategies that I am laying out have been proven to work. Some channels are superior to others but this doesn’t mean that you won’t see results with each channel.

First, let’s define what a lead is.

“A sales lead is a prospective consumer of a product or service, created when an individual or business shows interest and provides contact information. Businesses gain access to sales leads through advertising, trade shows, direct mailings and other marketing efforts.”

As a business owner, it’s your responsibility to maximize the number of online and offline channels. Word of mouth and referrals are still by far the best way to get customers. However, if you only rely on referrals it can be tough to scale your business quickly.

There are channels available that can crush word of mouth leads in terms of quantity. However, nothing will ever beat referrals in terms of quality.

This is why you want a healthy mix of quality and quantity to drive new business and make sales.

If your business is not growing it’s dying. It’s as simple as that.

Now, let’s look at 23 ways to generate roofing leads. We’ll start with the offline strategies first.

Offline

Referrals AKA “Word of mouth”

Nothing is ever going to beat referrals in terms of the quality of the leads. Referrals pay the most, stay with you the longest, and are the easiest to convert.

The problem with referrals is that a lot of roofers use it as a crutch for new business opportunities.
In fact, I’d estimate that 80% of service based business rely on referrals as the only way to grow a business.

Another challenge is creating a system that consistently generates new referrals. But, before you can get referrals you must provide a service that is worthy of being referred to.

Here are 5 strategies you can use to generate more referrals.

  1. Create a referral program with complimentary providers: You should create a network of complementary providers that sell to the same audience as you. You can incentivize these businesses by providing a referral fee for each new customer they bring to your business.
  2. Ask your current customers: This is common sense but a lot of business owners neglect to ask their customers for referrals. You should create a system in which all of your employees systematically ask for referrals after a job is done.
  3. Add a link to a form on your website for referral submissions.
  4. Give referrals: The best way to get something is to give something first.
  5. Offer a referral commission: Offer a referral commission to anyone that refers a customer to you.

Canvassing/Door Knocking

Canvassing/Door Knocking is probably the most common outbound lead generation strategy. It’s an effective strategy that requires discipline and focus.

There still nothing that beats a face to face meeting. The most common strategy is to canvass an entire area after a storm. You know the people that were hit qualify for an insurance settlement.

roofing leads

However, with canvassing there is a stigma attached to many people. Many people won’t do business with a person that knocks on their property. This stigma will only increase as people continue to turn to the internet for buying and research decisions.

Here are a few strategies you can use that can help your employees become more effective door knockers:

  • Be prepared for anything
  • Set clear objectives: Appointment, contact information, or sale
  • Have a proven script ready
  • Follow Up

Direct Mail

Despite the naysayers, direct mail is as strong as ever. People are much more likely to open a direct mail piece than 20 years ago when junk mail was an all time high.

There are actually some advantages from direct mail to email that you should consider:

  • 80-90 percent of direct mail gets opened, only 20-30 percent of email gets opened on a good day.
  • The response rate to direct mail pieces is 3.7 percent, as opposed to 2 percent mobile, 1 percent email, 1 percent social media, and 0.2 percent internet display.
  • 70 percent of consumers preferred traditional mail for receiving unsolicited offers from companies
  • U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold; a 1,300 percent return

There are fundamentals that you should follow when creating a direct mail campaign. The effectiveness of your campaign will come down to three things with the first being the most important: list, offer, and copy.

The quality of your list will make or break a campaign. If you are targeting commercial property owners, you should first create a commercial property database that can serve as your marketing foundation.

Once you have a database you can send them a direct mail piece. When you send the direct mail piece you’ll know that it is being sent to the right person.

Now, let’s talk about your offer.

There are a few things you can do with your offer. Your offer can be to fix any leak they have. Ask them if they have any leaks that no one has been able to fix and offer to fix it for free.

You can do this because you know this will lead to more opportunities down the road.

You can also create a direct mail campaign and offer a free dinner event. You can invite them to a “commercial property symposium”

Cold Calling

Cold calling is a popular strategy among commercial roofers. Cold calling has changed dramatically over the last couple of decades.

According to Chet Holmes, it takes twice as much effort today to make an appointment with someone as it did 10 years ago.

The effectiveness of this strategy will depend on how well you target. This is why it’s crucial before attempting this strategy to create a commercial property database.

This database will allow you to solicit the decision makers of all the commercial properties in your area. Here are the steps I would take in a cold calling campaign:

  1. Call the people in your database and ask if they would like to receive a package. The package would be a booklet about something they would find valuable. It can be commercial property related.
  2. Send the package to the people that said yes
  3. Follow-up with every person that received a package and set appointments. The appointments can be related to something educational
  4. Make an offer- It can be something to fix their worst leak for free. This can be used for future business

Strategic Partnerships

There are thousands of professionals in your city that can potentially refer you business. You can set up meetings with fellow tradesman and set up strategic partnerships.

There are several contractor alliance groups that you might consider joining too.

You can monetize these relationships to drive more opportunities to your business.

Networking

In his book Never Eat Alone, Keith Fazzari talks about the three most important aspects of networking:

  • Relationships aren’t like cake, they’re like muscles.
  • You must build your network long before you need it.
  • How you spend time with people is much more important than how much time you spend with them.

In the construction industry, it can be tough to network as people are naturally skeptical. I had a tough time networking when I started my business because I had the wrong mindset.

It’s about being a friend first and seeing how you can help the other person and not expecting anything in return. Here are some great ways that you can network in your city:

BNI

Is the world’s largest professional networking group. You should consider joining a group in your city. BNI is made exclusively for professionals that are looking to refer, you customers. BNI works on an exclusive basis, which means that there can only be on roofer per group.

Networking with BlueBook

Bluebook has a traveling networking event specially made for people in the construction industry.

Each event is a single day and allows the opportunity for people to meet the key decision makers in your space.

You can meet:

  • GC’s
  • Facility Managers
  • Property Managers
  • Commercial building owners
  • Architects

It’s a free event so the only thing that it will cost you is your time. You should definitely check it out especially if there is an event in your city.

roofing leads

Trade Shows

According to the Center for Exhibition Industry Research, B2B marketers used 39.2 percent of their budget on exhibitions in 2011.

It can be tough to stand out in a trade show, especially when some of your competitors have bigger booths and a bigger presence.

But despite this, there are severals things you can do to stand out at a trade show and get more qualified leads.

  1. Give something unusual away- Instead of giving away the same corporate crap of pens, notebooks, and coffee mugs, why not give something away that is unusual? It can be socks, headphones, or even Rubik’s cubes.
  2. Host a party- if you host a party and make it a “VIP” experience you’ll stand out from everyone.
  3. Follow-Up- Of all the hundreds of companies that I’ve met at trade shows only less than 5% actually have an email follow-up system. Most sales are made in the follow-up. It’s your job to follow-up with all your leads in a systematic way.

Telemarketing

Telemarketing is one of the most popular ways to generate leads in the roofing industry. Most telemarketing companies in this space will sell you a lead package of leads. The more leads you buy the lower the cost per lead.

The success or failure of these types of campaigns seems to depend on the quality of the company. I’ve heard mixed results from telemarketing.

Local Seminars

You can host local seminars that are education based. You can create a campaign in which you identify your top commercial prospects in your city and invite them to a free seminar.

You can also host seminars for your local networking groups.

You can join your local chamber of commerce and offer them to host seminars for their group. Most of the members you’ll meet in a Local Chamber of Commerce are local business owners and professionals. This is a great way to generate roofing leads because it will position you as an expert and authority in what you are selling.

Host A Free Dinner

Similar to the local seminar strategy, in this case, you would be hosting a free dinner. You can identify your top commercial prospects and invite them to a free dinner. You can call it a “Commercial Property Symposium”

Online

Pay Per Click AKA Search Engine Marketing

One of the most powerful ways to generate roofing leads is through pay-per-click on AdWords. You can almost see instant results with an AdWords campaign.

The best thing about AdWords is that most of the leads you will get are going to be inbound phone calls.

According to Forbes, inbound phone leads have a 1000% of converting vs. any other type of lead.

PPC works great for both commercial roofing leads and residential roofing leads. However, it AdWords is not the ideal strategy for all roofing businesses.

roofing leads

Is AdWords a for my Roofing Business?

It depends.

There are several questions you need to ask yourself before starting any campaign:

  • If you want only commercial roofing leads then you need to make sure that the market you cover has a high population of at least 1 million or more.
  • A company that does both commercial and residential has an advantage vs. one that only does one. This is because the way people search when looking for roofing services.
  • Do you have the infrastructure in place to handle inbound phone calls? The main reason why these types of campaigns fail is because of a slow lead response time. If you can’t answer the phone then these leads will be much more difficult to qualify.

I wrote an article on generating roofing leads from AdWords that you should read.

SEO

Is an incredibly powerful long-term marketing strategy that has gotten a bad reputation in the roofing industry. This comes from the expectations of the client and the skills of the SEO people.

In reality, getting good results from SEO in the roofing space is not that difficult. It just takes time and patience. There are lots of documented success stories with SEO in the roofing space.

Local SEO

According to MOZ, the two most important factors in getting organic rankings are link signals (Inbound anchor text, linking domain authority, linking domain quantity, etc.) 29% and on-page Signals (Presence of NAP, keywords in titles, domain authority, etc.) 24%

When it comes to SEO there are two main things you have to look at. First, is on-page SEO and the second is off-page SEO.

On Page SEO is making sure you have the correct NAP (name, address, phone number) on your website. It’s also about having the right title tags, meta tags, and keywords on each part of your website.

Off page SEO– links to your site are the most important part in getting rankings. If you create a campaign that focused on these two important strategies you’ll get results.

Content Marketing

Creating content that is educational can be an awesome way to build authority in the eyes of your prospects. It also doesn’t mean only content that is the written word. It can be videos, images, and listings.

If you are creating a blog post you can just easily create a video with the same content.

In fact, it’s often easier to rank for a video than an article.

Facebook Advertising

If you are a residential roofing contractor and you are not using Facebook Advertising you might be missing a huge opportunity. Facebook has some distinct advantages versus other channels.

Facebook allows you to target your ideal customer based on location, demographics, and interest.

Value First With Facebook

With Facebook, you have to approach with a value-first mindset.

Facebook is a social gathering where friends hang out and chat.

If people don’t know your business then it’s like being at a party and a stranger comes up to you and tries to sell you life insurance.

If you are at a party you are most likely there to hang out with your friends and NOT buy life insurance.

How would you feel if someone did that?

It’s the same thing with Facebook.

The best way strategy on Facebook is to create a piece of content that your target audience will find valuable and then offer it as bait to get a person’s contact information.

From there, you can create a sales funnel that drives new leads to a call.

Interactive Hail Maps

A unique way to drive more leads from Facebook is to use a software like Interactive Hail Maps to target specific neighborhoods that have been hit by hail. This is an easy way to target the lowest hanging fruit.

roofing leads

You can create a simple video ad saying that your neighborhood has been recently hit by a storm and you might be eligible for a free roof.

Email Marketing

Email marketing is still one of the effective ways to drive new roofing leads to your business. You can create email campaigns only for your database or create a cold-email business to business email campaigns.

Here are some stats that show you the power of email marketing:

  • Email makes money. For every $1 you spend on email marketing, you can expect an average return of $38.
  • According to 80 percent of professionals, email marketing drives customer acquisition and retention.
  • Email marketing has much higher conversion rates than social media

For a residential campaign, I would send weekly or bi-weekly newsletters that are educational. This will keep your business on top-of-mind.

For a commercial email marketing campaign, I would first a create commercial property database. Then I would create a systematic way to reach out to those prospects using email.

There are two main things that can make or break your email campaign.

Email deliverability and email list. You have to make sure that your emails are getting delivered and that your list is accurate.

Your emails will not be relevant if you are not sending emails to the right person.

Fix A Leak

The best way to create a relationship with these building owners is to offer to fix a leak they have that no other roof has been able to fix for free. Most of these commercial building owners have pre-existing relationships with other roofers. This is why you have to give value by demonstrating your competence.

This offer can lead to more opportunities.

Linkedin

Linkedin is one of the best ways to generate B2B leads. It has over 467 million members and the demographics is made of professionals that are high-earners.

With Linkedin, you have the entire global professional network to view. You can identify your core prospects, positioning yourself as an authority and, reach out to your targets in a systematic way.

The key thing with Linkedin is that once you connect with someone you have access to their contacts and also have their personal contact information.

Home Advisor

Home Advisor has a bad reputation among the contractors that I have spoken to. They offer a $300 setup fee and a 12-month commitment. On a monthly basis, you can pay for however many leads you want.

I think it was about $80-$100/lead on a pay per lead basis.

The big drawback to this strategy is that these leads are not exclusive. They sell these leads to your competitors.

This puts in a perilous position in which you are not in control of your message and image. When a homeowner asks for bids from different contractors it’s usually a waste of time in trying to convert those leads.

You’re better off making your business the hub for roofing lead generation.

Angie’s List

Angie’s List was recently bought by Home Advisor. It will be interesting to see how things check out. Before they were HomeAdvisor, Angie’s List was a way to generate roofing leads.

They have a new LeadFeed program for their business users.

The way it works is the following:

How does LeadFeed work?
Leads in your category are emailed to your business. Typically, only three businesses can purchase each lead, on a first come first serve basis. If a lead is not purchased, it will expire after 24 hours. Once purchased, you will receive the customer’s contact information. Likewise, the customer will receive your business information.

Where do these leads come from?
Angie’s List has more than 100 million unique visitors to our website each year. These customers are now able to submit leads, increasing your exposure to potential customers.

What information about the lead will I see prior to purchase?
You will have access to information about the description of work, the customer’s zip code and the desired timeframe to have work completed. Based on this information, you will be able to better gauge if you would like to purchase the lead and unlock the customer’s contact information.

I don’t have any experience with Angie’s List but I have heard mixed results from contractors.

Thumbtack

Is an online marketplace in which consumers can hire based on their needs and desires. Thumbtack has over 10 million users and 250,000 active professionals.

The way Thumbtack works are that you set up a professional profile and pay for the leads that you only respond to.

For instance, you set up a profile and you’ll get a few leads per week and you only pay for the leads that you respond to.

I don’t have any experience with Thumbtack but the contractors that I have spoken to have gotten okay results. Most of the jobs are small.

Viral Marketing

If you are creative enough you can create a viral marketing campaign that produces great results. One company, Digital Roofing, created a viral marketing campaign and promoted it using Facebook Ads.

Check out the ad below which was shot on an iPhone:

I spoke to Zach Blickenshop and the result of this ad got them over 100 roofing jobs in about 100 days.

This ad went viral and was a smashing success.

Conclusion

There are lot ways to generate roofing leads. Some are superior to others. For a short term fix, a lead package can work well.

For roofers that are looking for a long term solution and that want to dominate their market then I would highly recommend a healthy mix of online and offline marketing strategies.

This is the best way to maximize the success of your roofing business.

The Roofer's Guide To Facebook Ads
Aug 03

The Facebook Advertising Guide For Roofers

By Mauricio Cardenal | Facebook Ads

I hear the skepticism all the time.

Facebook Ads don’t work.

Social media is a waste of time.

You know what I think, most businesses try Facebook Ads and fail to execute a strategy and then blame the platform.

They fail to learn what their target audience wants, the behavior of the traffic on Facebook, and don’t have the patience to see the results.

You know logically, this doesn’t make sense. There are thousands of documented cases of local businesses succeeding with Facebook Ads, even in the roofing space.

As a roofer, you have to remember that people are not going to buy a roof from someone on the internet. Facebook provides the perfect opportunity to create a value-first marketing campaign that can deliver remarkable results.

In this article, I will provide a step-by-step guide for getting started on your first Facebook campaign.

Why Facebook?

Facebook is huge. It has tremendous potential for a residential roofer. Advertising on Facebook has grown tremendously the last few years and a lot of businesses are killing it.

As a residential roofer, you would be doing your business a disservice if you ignore Facebook. Here are some mind blowing stats that will show you the size and scope of Facebook.

Facebook Stats

  • Over 2 Billion Facebook users
  • Over 4 million advertisers on Facebook
  • Average Facebook Ad CPC (Cost per click) $0.64
  • 1.15 Billion Mobile Users
  • The average American spends 40 minutes per day on Facebook

Education Based Marketing

Facebook Marketing is different than other channels. Facebook wants to protect its user experience no matter what. The users are the people who use Facebook as a place to hang out.

As an advertiser, you have to adjust your approach and lead with an educational marketing strategy.

Facebook is like a party.

It’s a social gathering with your friends and family.

At a party do you think people are looking to buy things?

No, they are looking to hang out, entertain themselves, and learn new information.

A roof is not something most people would buy off the internet. It takes a relationship based approach to identify, qualify and then finally make a sale.

A roof is a high-ticket product. In marketing, as a rule of thumb the higher price the product/service the more education is needed to make the sale.

Facebook Ads vs. Google AdWords

There are several advantages that Facebook has over Google AdWords. For one, the traffic on Facebook is cheaper than Google AdWords.

You have more control on who you can target. Facebook’s creepy targeting options allow you to target almost anyone in the world.

You can target by demographics, net worth, zip code, home value, etc…

Creating a winning Facebook campaign is a little more complicated than an AdWords campaign.

Unlike Google AdWords, the behavior of the traffic you will get is different.

When it comes to the commercial side, I would use Facebook more as a supplemental strategy. If I have a database of email addresses, I would upload that database to Facebook and create a custom audience campaign.

AdWords is still a much more effective strategy for commercial roofers than Facebook.

Value First Approach

Now, that you understand that Facebook is different than most marketing channels you have to lead with a value-first approach.

What is a value-first approach?

It’s simply about educating your prospects first by offering a piece of valuable content that can help them in deciding which roofer they might pick.

Facebook marketing is interruption based marketing. This means you are interrupting people’s Newsfeeds with an advert.

The best strategy is to create a piece of content that you use to “ethically bribe” a person’s contact information. In the online marketing world, this is known as a “lead magnet.”

Creating an effective lead magnet is about being very specific. As digital marketer says:

You simply need to solve a specific problem with a specific solution for a specific segment of your market.

Here’s the key…

Your Lead Magnet must be consumed by the prospect for it to have an impact.

There are many different types of “lead magnets” you can create. I will go over some different types of lead magnets you can use.

Infographic

Infographics can provide awesome content in a visually appealing format. The best infographics understand the context of what the customer is shopping for.

Infographics can be expensive to create. You can hire someone on Fiverr to create an Infographic or go to Upwork or even Dribble.

Infographics should be seen as an investment.

Even if you don’t succeed with your Facebook campaign a well-done infographic can provide valuable information to your prospects for years to come.

Ebook

An Ebook/report/guide has been used for years as a lead magnet for millions of different types businesses for a reason. They can provide valuable information and incite curiosity.

The whole goal an Ebook is to create curiosity in your product/service. The fact is most Ebooks will not even be read by your prospects.

The attention span of people online is less than a Goldfish so a lot of times they will even forget they downloaded the Ebook.

Checklist/CheatSheet

A checklist/checklist work well. They provide the opportunity to give valuable specific information in a concise manner. They are also more likely to be read.

As a roofer, you have to think what piece of information can you provide that will make you seem like an authority?

Some ideas can be

  • How To Choose The Right Contractor
  • An Insurance FAQ
  • Guide To Roofing

Facebook Funnel

Here’s the funnel that I would build:

Roofing Facebook Ads

Here’s what I would do if I was running a Facebook campaign. This will only work with residential roofing contractors.

I got this strategy from Rick Mulready and Adam Sand in their podcast episode.

  1. Create a Facebook Ad campaign designed to create curiosity
  2. On the thank you page, I would have a link to a calendar or an extra form with a compelling offer. A voucher discount would work well here.
  3. For the leads that opted in for the voucher discount, I would have someone on my team call right away. To maximize results, I would connect CallDrip to instantly connect the leads to my phone.
  4. A 4 part email sequence providing educational value to the prospect

Once you’ve figured out the targeting it’s time to turn on your Facebook Ads. Here is the step by step instructions on creating a Facebook campaign.

First, create a campaign and select “conversions” as your objective:

Roofing Facebook Ads

Facebook Targeting

The key thing to making this campaign work will be the targeting. You have to get this part right or else your campaign will fail. You have to target people that are in the roof shopping phase.

There are several ways you can do this.

You can target all the homeowners in your city with Facebook targeting. You can even target by the home’s value. You can also target by demographics, interests, and net worth.

Roofing Facebook Ads

Ad Breakdown

For local campaigns, it’s always best to localize your ads. What I mean by that is you should call out the residents in your ads.

Ad Breakdown

Body:

Attention Homeowners In Seattle

Feeling overwhelmed with your roofing project? In this free checklist find out what questions you need to ask your contractor. Arm yourself with inside knowledge.

Protect your house’s greatest investment.

Free Checklist download here>>>

Headline: [Free Checklist] 21 Questions To Ask Before Your Next Project

Here are some Facebook Ad examples that you can model:

Roofing Facebook Ads

Another one

Roofing Facebook Ads

Another One

Roofing Facebook Ads

This type of ad would work a lot better on Google AdWords. When people search on Google they are looking for information. On Facebook, people are scrolling thru their Newsfeeds not looking for a roof.

They want to check out what their friends and family members are talking about. They don’t care about their roofs.

This is why it’s better to lead with a curiosity and value-first approach. A value-first approach will create desire.

Image

Our brain processes images much faster than text which makes the image the most important part of your ad. The image is the first thing people see when they are scrolling through their newsfeed.

As a rule of thumb, your image has to be relevant to the rest of your ad. If your ad is not performing then the image is the first thing you would change.

Landing Page

Once your prospects click on the ads they are taken to a landing page. A landing page should consist of two main elements:

  • Benefit Driven Copy
  • Conversion Focused Design

An example that the campaign above is using is below:

Roofing Facebook Ads

Thank You Page

Once your prospect fills out his/her information they should be taken to a thank you page. On the thank you page I would make an offer. A voucher discount can work well here.

Roofing Facebook Ads

Follow-Up

Anybody that fills out the Voucher discount I would follow-up immediately with a phone call. According to Forbes, 71% of web leads are wasted because the follow-up is not done immediately.

Email Marketing

If your leads did not fill out the voucher discount form I would follow-up with the leads that only downloaded the lead magnet. The emails would be consist of educational content that provides value to the homeowner.

Retargeting

You should create the following custom audiences and create retargeting campaigns for each:

  • Website visitors: 7 days, 14 days, 30 days, 60 days, and 180 days
  • Landing Page Visitors that did not convert
  • Thank You Page visitors

Conclusion

Facebook Ads are an incredibly powerful to promote your roofing business. There are several advantages that Facebook has over other platforms.

You can target your ideal customer, build your authority, and generate leads for your business. Unlike a lead broker, a Facebook campaign will serve to promote your business locally and put you in control what you want to offer.

What has your experience been with Facebook Ads? Have you tried for your business yet?

8 Unique Ways To Get More Roofing Referrals
Jul 28

8 Unique Ways To Get More Roofing Referrals

By Mauricio Cardenal | Marketing

Do you want more roofing referrals?

Referrals are the single best type of leads. When you generate a referral a seller’s trust and credibility is already built in. This makes referrals much easier to sell.

Prospects that come from referrals pay the most and are the most loyal. Also, the investment for referrals is minimal compared to other marketing campaigns

Please note that is originally was posted on a few Facebook Groups and since it’s gotten such a great response I decided to repost it here

I know this is not news to everyone….

However, a lot of roofing businesses struggle to generate consistent referrals.

The main reason they struggle is that there are no systems in place that generate consistent referrals.

If you keep reading I am going to show you some unique strategies you can use to get more referrals.

******

Before you start any referral marketing campaign there are several things you have to have in place.

First, your service must be worthy enough to be referred. This is common sense and I know most of you already have this part nailed down. But, if you are providing shitty service then it will be difficult to generate consistent referrals.

8 Unique Ways To Get More Roofing Referrals

Strategic Partnerships

There are hundreds or even thousands professionals in your city/town that can refer you a ton of business. These are complementary providers that are in constant contact with your potential customers.

Professionals like real estate agents, home inspectors, real estate investors, and property managers are all great targets to build strategic partnerships with.

A great way to incentivize these relationships is to monetize each referral. You can provide a commission for every sale that is generated.

Here are several ways to start building relationships with these professionals.

  1. Chamber of Commerce- you can attend your local chamber of commerce and meet other local business owners. Chances are that will come across someone that can potentially refer you more business.
  2. Local Meetups- You can sign up for local business meetups using this site: https://www.meetup.com/ to join different groups. This another way to meet local business owners.
  3. BNI- is the largest professional network in the world. You can sign up here: https://www.bni.com/ BNI works exclusively. This means that if they don’t have any roofing businesses than you can join one of their groups. However, if there are roofing businesses in the group then they won’t let you in. You might to create a new group and start from scratch.
  4. Linkedin- You have the entire global professional network to view on Linkedin. You can start a systematic campaign that reaches out to local professionals that connect with them. You can ask these pros to meetup for coffee to begin the relationship.

Ask Your Current Customers For More Referrals

The best way to get more referrals is to simply ask for them. I know this is not groundbreaking information, but everything begins with a single step.

A simple question like “Who do you know that might benefit from our services?” is sufficient.

This is a good video that shows you how to ask for more referrals in the field without being awkward.

If they say they can’t think of anyone than you should follow-up with in a few days and ask again.

Email Marketing Campaign

Send an email to your database and ask them for referrals.

Form On Your Website

Add a link to a referral form on your website. You can use simple tools like Google Forms or Wufoo to create the forms.

Maintain Your Current Partnerships

Maintaining a relationship can be as simple as a phone call or an email just checking in. But, something that will make you standout is if you send a handwritten note simply thanking them for the relationship. This can work wonders.

Use The Law of Reciprocity

The best way to get something is to give something first. If you are constantly providing referrals to your partners than it is more likely that they will return the favor. This is the law of reciprocity at work.

Share Content With Your Network

You can host a local seminar or a local lunch with your partners and offer to provide great content to them.

A local seminar like 5 Things A Commercial Property Owner That Has To Know Before Filing A Claim

You can ask any property managers who they might know that can benefit from a seminar like this.

Treat Your Vendors And Suppliers Like Your Partners

If you let them know how you can help they can do the same with you.

There are lot more strategies you can try but this will get you started. Most roofing businesses rely on referrals, however, there aren’t a lot of systems that can get you referrals on a consistent basis.

I hope this helps!

How To Build A Commercial Property Database
Jul 25

How To Build A Commercial Property Database

By Mauricio Cardenal | commercial

One of the most overlooked strategies when it comes to commercial lead generation is using a database. You should create a database of every single commercial property in your city.

This way you know exactly what to look for and targeting new prospects.

Please note: I originally posted this on some Facebook groups and since it got such a good response I will repost this here so you can read it. 

Unlike residential real estate, there is no centralized database of commercial properties available. Most properties are listed across different platforms.

The best way to use a database is to create your own database.

Fortunately, there are several tools you can use to help you create this database.

How To Build A Commercial Property Database

LoopNet

Loopent is an online commercial property directory. There are over 800,000 listings available. It can take a while to comb through the database in your city. But, once you have a list you have a database of properties you can go after.

CoStar

CoStar’s inventory includes over 1.2 million commercial properties. It also promises you to connect you with brokers and owners to investors and lenders.

Unlike Loopnet, you have to pay to use CoStar’s directory. It’s meant to be used for the commercial property investor but you can use this to build your own database.

You can sign up here: http://www.costar.com/products/costar-property-professional

The Blue Book

Is a search engine built exclusively for the construction industry. It connects a lot of the decision makers in the industry and it works well if you want to work with new construction jobs.

There are close to 70,000 corporate/facility and property managers on the site. You will occasionally get a property manager that will submit a bid to you. It’s a great resource and the best part that it is free.

Dodge Reports

Similar to The Blue Book these sites contain a directory of new construction projects in each state.

You have to pay a monthly fee in order to access these directories. The cheapest option is $79/month. Here are two options you can try with Construction and Dodge Reports

Use The Database To Build Relationships

Once you have a database of every building it’s time to reach out to the decision makers and start building relationships. You can do this in several different ways.

Cold Calling

Reach out every property manager and let them know you can fix any leak they have. Show them the benefit of working with your company. One of my clients used to ask for their worst leak. The leak that no one has been able to fix. If he couldn’t fix it, he wouldn’t charge them. If he could fix it he would expect more business from them in the future.

Direct Mail

Direct mail is one of the most effective marketing channels. Once you’ve built your database you can create direct mail campaigns with a call to action letting them know about your services.

The thing to keep in mind with direct mail that it can take a few campaigns to start getting phone calls.

Associations

The thing to keep in mind is a lot of the times you are going to replace built in relationships with other partners/vendors.

A great way to connect with other GCs, property managers, consultants, and facility managers to join any associations they are a part of.

This is a great way to build relationships with people that can refer you some work.

An Alternative To Building A Database

Use AdWords To Get Them To Come To You

I know many of you use AdWords to get residential leads but did you know it’s just as effective or even more effective on the commercial side?

The best thing about AdWords is that the leads are coming to you. You can get daily calls commercial property owners, facility managers, and property managers. Inbound phone calls have a 1000% higher chance of converting vs. any other type of lead.

If you are using AdWords on the residential side I would highly recommend you start using it for the commercial side too.

Let me know if guys have any questions. I hope this helps!

The 7 Elements of a Perfect Roofing Landing Page
Jul 21

The 7 Elements of a Perfect Roofing Landing Page

By Mauricio Cardenal | Marketing

The landing page of your marketing campaign is critically important to the success or failure. It can be the difference between losing thousands of dollars or generating millions.

Landing pages are much more than just a simple design slapped together with a form. A well-made landing page is about combining persuasive content with a pleasing and conversion focused design.

What Is A Landing Page?

First, let’s define what a landing page is. A landing page is a simple one-page site that is designed to convert.

It can serve a lot of different purposes but the main one is to generate a conversion.

It can be to

  • Fill out name and email address
  • Generate an inbound call
  • Make a sale
  • Get more clicks

The content of the landing page should be specific and persuasive. It should contain benefit driven copy that compels people to take an action.

Homepage vs. Landing Page

One of the biggest mistakes that I see when small business owners advertise online is that they send their traffic to a homepage instead of a landing page.

A homepage is like a brochure for your business. It should contain general information about your business and who you serve. There are usually links to other parts of the website.

In recent years, as the web has gone mobile, the minimalistic design has become more popular. A well-designed homepage looks like this:

The 7 Elements of a Perfect Roofing Landing Page

As you can see when a visitor lands on this page there are several elements that can cause a person not to convert. This is referred to as “friction.”

According to Unbounce friction is defined by

 “The resistance that one surface or object encounters when moving over another.”

When it comes to landing pages, think of it as the resistance your visitors have to complete a task. Our goal is to create elements that make it easy for visitors to take action.

In terms of copy, these elements include things like:

  • Clear and relevant value propositions

  • Lists of benefits that match expectations

  • Enough information to make a decision

Your job if you don’t want to throw money down the drain is to design a landing page that generates inbound phone calls. An inbound phone lead has a 1000% chance of converting compared to other leads.

The 7 Elements of a Perfect Roofing Landing Page

The two main components of a great landing page are a conversion focused design and benefit driven copy. A landing page can contain video or just plain text.

It can be low-tech or high-tech.

It can be many different colors or just one color.

It all depends on what your objectives are.

An easy shortcut is to model successful landing pages. There are several marketplaces available that you can use to purchase ready-made template designs.

The 7 Elements of a Perfect Roofing Landing Page

#1 Conversion Focused Design

The design should be conversion focused. If you are doing an AdWords campaign the whole goal of the landing page is to generate an inbound phone call.

One thing that will generate calls is if you have your phone number at the top right-hand corner with a call to action. For an example of what this looks take a look at the screenshot below:

The 7 Elements of a Perfect Roofing Landing Page

#2 Strong Headline

The main objective of the headline should be to clearly state the benefits of your company. It should be relevant to what the prospect is searching for.

#3 Call To Action

A well-made landing page should have the same call to action multiple times throughout the landing page. It should use action verbs to get people to act.

#4 Images

An image or multiple images conveying the value of your offer should be used. The best images are the drone shots of your work. These images clearly show the expertise of your work.

#5 Video

A landing page with an explainer video will increase the conversions on your landing page. Video usually converts better than text.

#6 Trust Indicators

Using images of your roofing associations and certifications will increase the conversions on your site. Video testimonials work better than text testimonials. Using real images of people will add authenticity to your message.

#7 Benefit-Driven Copy

The copy on your landing page should clearly explain the benefits of your company. Make it about them and not you. It should provide a clear description of who you are, who you serve, and how they can benefit by working with you.

Software Recommendations

Clickfunnels

More than just a landing page builder, with Clickfunnels,  you can create an entire sales funnel in minutes. It’s the software that I recommend to build landing pages.

However, there is a big drawback. Unlike Unbounce, there is no dynamic text replacement option you can use. You have to hire a developer to create this script for you.

Having dynamic text replacement is critically important in pay-per-click advertising campaigns.

There is a new Clickfunnels Marketplace that has a bunch of templates that you can purchase. There are two new sales funnels that were specifically created for roofers. Here is the first one:

The 7 Elements of a Perfect Roofing Landing Page

This is a pretty good landing page. It’s a simple and clean design. The only thing I would add is to the phone number on the top right-hand side.

Here is the second design:

The 7 Elements of a Perfect Roofing Landing Page

Unbounce

Unbounce is another great landing page software that you can use to create conversion focused landing pages. It has a lot of different integrations and is easy to use.

You can choose from over 100 different template designs.

The one thing that Unbounce has that Clickfunnels doesn’t have is dynamic text replacement. This feature allows you to dynamically change the text on the landing page based on what keywords they are using.

What is Dynamic Text Replacement?

Having dynamic text replacement is critically important in increasing the conversions of your campaign. If you are paying $40 per click then this feature can save you hundreds or even thousands of dollars by the increasing the conversions.

LeadPages

The third software that I recommend that you use is Leadpages. It’s more expensive than Unbounce and Clickfunnels but it works great.

One of the best things about LeadPages is LeadLinks. This allows you to generate leads with 1-click sign-ups.

Conclusion

If you are doing any type of paid advertising on AdWords or Facebook, having a landing page is a must. There are a lot of different types of landing pages and knowing which one to use for each situation is important.

A well-designed landing page has all these 7 elements. If you implement these 7 elements you will decrease your cost per lead, improve your conversion rates, and improve the return on investment.

The Complete Guide To Getting More Online Reviews For Roofers
Jul 10

The Complete Guide To Getting More Online Reviews For Roofers

By Mauricio Cardenal | SEO

According to Roofing Contractor Magazine between and 80-90% of roofing work begins with an online search. If you are not online it’s like you don’t exist.

One of the biggest factors in getting more work is that your online reputation is solid. We live in a different world now with consumers having an incredible amount of choice and power.

A dissatisfied customer can leave a negative review that can hurt your reputation online and cost you hundreds of thousands of dollars a year.

Do you think I am exaggerating?

Think again.

Imagine this scenario.

You have a Google listing that you rarely use. In fact, you don’t even know that it existed. A disgruntled customer leaves you a negative review. Your business now has a 1-star review out of 5 stars.

How many opportunities do you think this will cost you?

One of the first things a person does after talking with a business is to search your business online. If you are bidding on a large commercial job who do you think they will give the contract to?

A roofing business that has 20 5-star reviews or a business that only has 1 single negative review?

People rely on online reviews when making buying decisions. 90% claim that reading a positive review online influenced their buying decision. Over 85% of consumers read online reviews for local businesses.

Now get this, one Harvard Business School study found that “a restaurant that boosts its Yelp score by one full star can see revenues increase 5 to 9 percent.” 

I know this study was for restaurants but believe, me a single negative review can have a big impact in your business if you don’t have positive reviews to offset the negative ones.

As a local business owner it’s your responsibility to ensure that your online reputation is solid. In the rest of this article, I am going to go over the top 4 business directories that you should focus on getting reviews. 

The Complete Guide To Getting More Online Reviews For Roofers

Google My Business

Google My business is the most important directory. Every business should have a listing. This used to be called Google Places. The best thing about Google My Business is that Google provides your business a centralized dashboard in which you can see all aspects of your Google business accounts.

There are a few steps you need to take. First, you need to find your listing. You can do that by going to Google My Business and searching for your business.

If it’s there then you have to claim your listing. If you can’t find your listing then you have to create your listing. Once you’ve created/claimed your listing you should verify your listing. You can verify your listing on Google by phone, postcard, or email.

Google provides insructions with a video below:

Once you’ve verified your listing you need to complete your listing.

Here are the instructions for this:

  • Make sure your NAP (name, address, phone number) are in the correct format. You can read more on how to do this here.
  • Include as many images as possible. Showcase your work. Drone images are the best.
  • Make sure your hours of operation are correct
  • Make sure your business category is correct. As a roofing business select roofing contractor

How To Get More Google Reviews

Google reviews are the most important because everyone sees them. They also affect your rankings with Google. However, there are difficulties in getting reviews with Google. First, they have to have a Google account, then they have to find your account and finally they have to leave you a review.

Wouldn’t it be easier if this process had a SOP? (standard operating procedure)

The guys at Local Visibility created a 1-page Google Review handout that you can give to all your customers. Check it out below:

The Complete Guide To Getting More Online Reviews For Roofers

This one-page handout provides clear instructions to your customers on how they can write you a review on Google. In fact, you can write a similar handout with all the other directories if you are up to it.

I would have my employees hand out these instructions to every customer so they have a physical copy. I would also have my employees email this handout to every customer so they have a digital copy too.

Rank Positive Reviews as Helpful

Another strategy you can do on Google is to rank positive reviews as the most helpful. Anyone can do this. Go to your review page and respond to every review either positive or negative and rank the positive ones as the most helpful. This will give you a shortcut for getting more positive reviews.

The Complete Guide To Getting More Online Reviews For Roofers

 

Yelp

Yelp is unique in the directory space in that they have strict guidelines on what a business can do to generate more online reviews. They want their reviews to be as organic as possible.

One of the rules is:

  1. Send bulk emails, surveys, or other mass messaging, whether commercial in nature or not; engage in keyword spamming, or otherwise attempt to manipulate the Site’s search results or any third party website;

Why is Yelp important?

According to a study in 2011, Michael Luca, a Harvard professor, found that a one-star increase in a Yelp rating led to a corresponding 5-9 percent jump in revenue. Even if you don’t believe the results of the study here are some additional numbers that can convince you:

Yelp is the second biggest directory online in the world. Here are some stats that show you how big Yelp is:

  • 145 million unique visitors per month
  • 2.8 million businesses with a claimed listing
  • 121 million reviews on Yelp

Another thing to keep in mind is that the average Yelp user has a higher income level. So, if you want to target the more affluent prospect Yelp might be a good place to go.

The Income level of Yelp Users

The Complete Guide To Getting More Online Reviews For Roofers

The Type Of Businesses That Are On Yelp

As a roofer, you better believe that a lot of your prospects will be looking your Yelp page and seeing if you have any reviews. Home and local services are the 3rd most type of business that is reviewed. If you are not getting Yelp reviews your competitors definitely are!

The Complete Guide To Getting More Online Reviews For Roofers

According to this article here are 7 ways that can help you get more Yelp reviews without violating its policies:

  1. Give customers a ‘heads-up.’ Instead of saying “Write a review about our business on Yelp,” instead say, “Check us out on Yelp.” The first is a solicitation while the latter is a “heads up” — an FYI that raises awareness. The difference may be slight, but it’s worth noting.
  2. Place a Yelp badge on your website. Yelp offers several badges that you can put on your site, which link to your business profile. Just copy and paste the HTML code associated with each badge into the site. Review averages and counts update automatically as new reviews come in.
  3. Put a ‘Find us on Yelp’ sign in your place of business. You can make your own using Yelps brand assets or request one by via this form.
  4. Add a link to your business listing in your email signature. Companies often overlook the marketing value of an email signature, but it’s a subtle way to encourage Yelp reviews. Include the words mentioned in the first point: “Check us out on Yelp.”
  5. Share your ‘People Love Us on Yelp’ recipient status. “People Love Us on Yelp” is a program that provides a sticker and a letter of commendation from Yelp’s founders to companies that qualify based on their history and rating. Stickers are mailed twice per year to all qualifying businesses.
  6. Share reviews on Facebook and Twitter. You can share Yelp reviews on social networks like Facebook and Twitter by logging into your business owner account and clicking the “Reviews” tab. It may be advantageous to include one or two negative reviews, so long as you add a comment citing your efforts to satisfy the customer. Fans and followers may become skeptical if they just see positive reviews
  7. Use reviews in marketing materials. While Yelp discourages asking for reviews, it doesn’t mind you sharing those you’ve received in marketing materials. There are some guidelines, however:
    • Don’t take it out of context (e.g., don’t expect a positive quote from a negative review);
    • Stay faithful to the reviewer (e.g., no word substitutions or deletions);
    • Only use Yelp’s recommended reviews (i.e., do not use reviews that aren’t currently recommended);
    • Get permission from the reviewer and provide attribution;
    • Attribute Yelp as the source using the logo guidelines above.

Facebook

Facebook business pages have become a behemoth and are necessary for your roofing business. Every roofing business should have a Facebook page.  They are free to create. You can use this link to create a Facebook page in a few minutes.

Some mindblowing stats on Facebook

  • Facebook recently passed the 2 billion user mark.
  • Here are some stats on Facebook pages:
  • There are over 65 million businesses that have a Facebook page
  • Over 1 billion users visit Facebook pages every month
  • 41% of small businesses have a Facebook business page

Verify your listing

You can verify your Facebook page by having Facebook call you. Here are the instructions on verifying your Facebook page.

How To Get More Facebook Reviews

First, you have to make sure that your review tab is visible and active. Facebook does not have this feature turned on for you. You have to turn it on yourself.

Click settings and scroll to the review section and make sure this is turned on:

The Complete Guide To Getting More Online Reviews For Roofers

Once you’ve turned on this feature you can start soliciting reviews on your Facebook page. Since the user base of Facebook has reached over 2 billion users, chances are pretty high that your customer has a Facebook profile which it makes easier than other directories to get reviews.

Respond to every review

By responding to every review even it’s a negative review this will get you more reviews.

Bing Places for Business

If you have already done the work with Google why not Bing? It’s easy. You can do this in 3 steps.

  1. Create your listing
  2. Complete your listing profile
  3. Verify your listing

One thing to keep in mind is like the other directories the information your listing has the more impact it will have on your bottom line. Make sure your NAP (name, address, phone number) are correct. Your hours of operation, images of your business etc.

How To Get More Reviews

  1. Make it part of your business process: You should get every employee to ask your customers for reviews. If you are having trouble getting your employees to do this you can offer incentives to your employees and provide them bonuses to whoever gets the most reviews.
  2. Attach every invoice with a call to action: The call to action should ask the customer to leave a review on your listing
  3. Follow Up: If the customer didn’t get a chance to review the first time your employee asked them you should wait 3 or 4 days and follow up with an email asking for a review. You don’t need to be pushy just say something simple like “Hey it was great working with you last week. I really enjoyed working on your roof. Anyways, did you ever get a chance to review us?” Then send them a link to your review page.
  4. Email Marketing: You can send emails to your database and ask them to review your work. The best strategy for this would be sending helpful content in the beginning of the email and then adding a PS to your email at the bottom asking them to review your business listing. You can also provide incentives to your customers and ask them to review your listing. You can give gift cards and other cheap items.
  5. Place review badges on your site: A lot of directories have review badges that you can place on your site. This article has a list of directories that allow you to place badges on their sites
  6. Respond to every review (even the negative ones): It’s inevitable that you will get a couple of negative reviews. I know a couple of clients of mine have had negative reviews from people they didn’t even work with. And, it’s difficult removing these reviews. You should respond to every negative review and try to provide an explanation of what happened. This will show people that you care what your customers think. You should respond to every positive review as this will increase the engagement of your listing.
  7. Wait a while and follow up again: If you didn’t get a review the second time you asked you can send a reminder email a few weeks asking for a review. You don’t have to be pushy but simple 1 or 2 sentence email should suffice.

Conclusion

I can’t overstate the importance of online reviews for your roofing business. It’s what separates the roofers who dominate their market vs. those that just get by.

Make it a priority to focus on getting more reviews from the big 3 which are Google, Yelp, and Facebook. You should also not ignore Bing.

If you only have to focus on one of I would make Google Reviews the main focus. It’s the most important and it applies to both commercial and residential roofing contractors.

A commercial property owner will likely not check your Yelp listing but they will definitely check your reviews on Google. What do you guys think?

Have you used reviews for your business?

Jul 03

How To Get 23 Roofing Leads In 11 Days: The Roofer’s Guide To AdWords

By Mauricio Cardenal | AdWords

Did you know that phone leads have a 1,000% higher close rate than all other types of leads? These are the types of roofing leads.

What if there was a marketing channel that can get you inbound phone calls within 24 hours of setting up a campaign?

With AdWords, you can start having people call you within 24 hours of starting a campaign.

I know it’s a big claim but the results speak for themselves. These are typical results.

Roofing Leads

Here’s a screenshot of one of our current campaigns:

Roofing Leads

23 inbound phone calls since starting the campaign on June 20th!

The best thing about AdWords is unlike most other online channels you are paying for results. You are not paying for eyeballs, impressions, or leads only clicks.

And, if you have a solid gameplan those clicks can turn into sales fast.

With AdWords, you know when people are searching they are looking for information. The information can be anything. It can be transaction based or informational based.

Over 95% of their $60 billion in annual revenue comes from Google AdWords. Combine that with the fact that over 1 million businesses use it and you know that companies are seriously spending money on this – Neil Patel

What Is Google AdWords?

Google AdWords is Google’s advertising cash cow used by millions of companies to advertise their products and services. It’s a very effective channel that works for a lot of different types of businesses in both the B2C and B2B spaces.

For the roofing industry, it’s one of the most effective channels to generate high-quality leads for both residential and commercial space.

Here’s the definition from Webpoedia

“AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.”

There are two main networks in which you can advertise on Google. Search Engine Marketing and Google Display Marketing. For this article, we’ll only focus on search engine marketing.

Is AdWords A Good Strategy For My Roofing Business?

It depends.

There are certain things you have to have in place before you start any campaign. I wouldn’t recommend AdWords for all roofing business.

If you live in a city that has less than 200,000 people than they’re might not be enough search volume. If you are a niche roofing provider, then there might not enough people looking for your services. Some additional questions that can guide you and see if AdWords is a fit for your business

  • Do you have the infrastructure in place to handle inbound calls?
  • Do you return inbound missed calls promptly?
  • In the bigger and more competitive markets (like Dallas and Denver) do you have a few thousand dollars to spend per month to compete with other roofing businesses who are using AdWords?

All these questions should be a yes. If you answer no to any of these questions than AdWords might not be a fit for your roofing business.

How does Google determine if your ad will be shown?

Ad Rank is determined by the quality score and the CPC (cost per click) bid. Here is a great infographic from Wordstream that breaks this down:

Roofing Leads

What are Keywords?

Keywords are ideas and topics that define your content. They are also known as “search queries.” When a person searches on Google a topic with different keywords they will get 3 types of results.

Those at the top of the search results are where the ads are shown, those in the middle with the map results, and those at the bottom which consists of the top 10 organic results.

For an example of how this looks like take a look at this screenshot below:

Roofing Leads

When I search for “miami roofing company” I get the top 4 results being ads, the next three belong to the local search pack, and the bottom 10 are the organic results.

Are you seeing the power of AdWords? You can instantly get to the top of the search results within 24 hours of starting a campaign.

Set up AdWords

One of the biggest mistakes is bidding 10-20 keywords in a single ad group.

It’s actually recommended by Google themselves:

Roofing Leads

You should ignore Google’s advice when setting up your AdWords campaign. They recommend keywords that “broadly match” your target. These keywords are sometimes very expensive and will send you untargeted traffic.

It’s best keeping Ad Groups small and narrowly defined. You should only use “phrase match” and “exact match” when setting up your bids.

Do you want to learn how we can implement these strategies for your business? 

FREE STRATEGY SESSION

The two most important things to focus on are Clickthrough Rates (CTR) and Quality Score (QS).

Understanding Keyword Intent

There are three types of search query:

Informational – searches performed to answer questions or learn something
Navigational – searches performed to locate a specific website
Transactional – searches performed to buy something

Roofing Leads

 

Commercial intent keywords are transactional keywords. They signify a strong intent on part of the searcher to make a transaction. These searches are the top of the buying cycle. These keywords are usually the most expensive. These are the keywords that you should focus on when creating your campaign.

Some great examples in the roofing space are:

“commercial roofing company”
“tpo roofing”
“metal roofing”
“roof repair”
“roof replacement”
“roofing company”
“roofing contractors”

A quick note, some of these keywords will fit both commercial and residential. For example, when someone searches for “roofing contractors” 90% of the time they are going to be a homeowner. The other 10% of the time they’ll be a commercial property owner.

In order to maximize your results, you should target both residential and commercial with an emphasis (budget spent) on whichever you want to grow.

Negative Keywords

To make sure that your ads are only shown to people at the top of the buying cycle you can also create a list of negative keywords.

This will exclude people that are only fishing for information and not searching for a solution to a problem. You can also exclude services that you don’t provide.

For example, if you don’t do any metal roofing then you can exclude people that are searching for that keyword.

Write Great Ads

You should follow this formula when writing your ad:

Headline: Include keyword in headline
Description line 1: Talk about benefits and features.
Description line 2: Talk about benefits. Call to action!
Display URL: YourDomain.com/Keyword

Headline

One thing to keep in mind when writing a headline is that the more specific it is the higher conversion rates will be. People are skeptical online. They will tend to believe a specific number vs. a general number. For example, $17,678 is a lot more credible than $20,000.

Phone Number

Use a local phone number for your ads. The chances of a phone call will double if the number is a local number.

Landing Page

Once you’ve done the keyword research and have written great ads it’s time to send the traffic to a simple website called a landing page.

Don’t make the mistake of sending your traffic to your website. Your website is not designed for PPC (pay-per-click). Your website is supposed to be like a business card that contains general information about your business.

A landing page is a simple one-page website that contains specific information on a single topic.

There are two things your landing page should have: conversion focused design & benefit driven copy.

A conversion focused design means that your landing page should not have outbound links and should direct the visitor to a single call to action.

A good example is here:

Roofing Leads

Some additional things that will help you increase conversions include:

  • Call To Action (CTA button) above the fold
  • Trust Seals
  • Testimonials

Benefit Driven Copy

The copy in your landing page should be written with the visitor’s perspective in mind. What’s in it for them? How is your business any different from all the other roofers in your city/town?

Some questions that can guide you in writing the copy include:

  1. What’s your Unique Selling Proposition?

Jay Abraham defines USP as the following:

A USP is that distinct and appealing idea that sets you and your business, or practice, favorably apart from every other generic competitor. The long-term marketing and operational successes I help you achieve will, ultimately, be helped or hurt by the USP you decide upon.

2. What are your special offers that we can use for compelling ad copy? Some of these can include free home inspection, free estimate, free quote, etc..

Optimization and A/B Testing

The campaign is up and running and it’s time to optimize. Some optimization tricks include:

  • Single Keyword groups (SKG)
  • Dynamic Text Replacement
  • Optimizing for sales and not conversions

Single Keyword Groups

Most marketers use ad groups with multiple keywords. Single keyword groups can help you increase conversions. It’s a pain in the ass to set up sometimes but it’s worth it.

Dynamic Text Replacement

Having dynamic text replacement on your landing page is crucial in maximizing your results. The way it works is that the text on your landing page changes depending on the keyword the person searched for.

Roofing Leads

This makes your landing page more relevant to the results the person is looking for. This text will allow the search results to match the ads which will match the text on the landing page.

Unbounce has this feature on their software. I don’t use Unbounce I use Clickfunnels. On Clickfunnels you have to use a piece of code and insert it into the landing page.

Here is a good video that shows you how to do this:

On AdWords you can create your the Urls by using a structure like this:

[landing page URL]?[parameter]={KeyWord:DefaultText}

Roofing Leads

Keyword Conversion Groups

Call tracking software like CallRail allows you to track which keywords generated the lead. You can use this data to optimize which keywords generate the most sales.

Roofing Leads

After testing for a few weeks you should know which keywords are the most profitable. You should not optimize for conversions but optimize for sales.

So, if you know a certain keyword has a lower conversion rate but you’ve gotten more sales from it, then you should increase the bid for those keywords.

Conclusion

Google AdWords can provide almost instant results to your roofing business. There are a lot of different factors to consider before starting a campaign.

Depending on the size of your city there might not be enough people searching for your services in smaller cities. After the first month there a few things you can do to help you improve your campaign. Here is a good infographic that you can check out.

It takes about 3 months of testing and optimizing to fully see the results of the campaign. Be patient. This is a long term strategy with the potential of instant results.

Have you used AdWords in your roofing business? What was your experience? Let me know in the comments!

Do you want to learn how to implement these strategies for your business?

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How To Get 80% Of Your SEO Done With These 3 Things
Jun 27

How To Get 80% Of Your SEO Done With These 3 Things

By Mauricio Cardenal | SEO

SEO can be a complicated beast, but it doesn’t have to be!

There is an old mathematical principle that appears in business, sports, politics, and science that can make your life easier with SEO and have a big impact on your rankings.

It’s called the 80/20 rule or Pareto’s principle. When applying this principle you can beat your competitors and do half the work!

I know it’s a big claim but bear with me as I explain it…

The Pareto principle as defined by Wikipedia states:

The Pareto principle (also known as the 80/20 rule, the law of the vital few, or the principle of factor sparsity)[1] states that, for many events, roughly 80% of the effects come from 20% of the causes

It’s amazing how often this law appears across all aspects of life. From business to dating, to politics, you always seem to find the minority dominate the majority and SEO is no different!

There are many things that can affect your website rankings. Moz recently published its annual Local Search Ranking Factor reports for 2017.

In the report, there are over 200 ranking factors that affect your rankings. From online reviews to keywords, and backlinks, this can get complicated for a newbie.

However, with the 80/20 rule, you can make SEO a lot simpler if you follow these three strategies.

  1. Claim your business on Google My Business
  2. Make sure your local NAP citations are correct
  3. Solicit online reviews from your customers

Claim Your Business on Google My Business

One of the biggest factors in getting ranked on Google is claiming your business on Google.  Here are the steps you should take in claiming or adding your business to Google My business.

  1. Navigate to Google My Business
  2. You’ll need to create a Gmail account to access GMB. If you already have one use your Gmail account to log in.
  3. Look for your business name in the search box
    How To Get 80% Of Your SEO Done With These 3 Things
  4. If you can’t find your listing make sure to create one.
  5. Once you’ve found your business it’s time verify your business.
  6. You can do this in several ways. You can verify by a postcard, verify your listing by phone, or by email.

Once you’ve verified your listing on Google My Business you’ll have control of your location, hours of operation, and the category of your business.

When choosing a category for your business you should make sure you choose one category that describes what you are and not what you do.

If you are roofing business you should choose roofing contractor as the category.

Make sure the NAP (Name, Address, Phone Number) are correct in Google My Business

One of the biggest factors in negative rankings is mismanaged NAP citations. According to InsideLocal, it accounts for 41% of the total ranking issues

How To Get 80% Of Your SEO Done With These 3 Things

Some additional tips that will help you set up NAP correctly:

  • Make your NAP a text file and not an image so Google can crawl it
  • Make sure your the name of the business is full and correct
  • Your email address should have your business domain and not a generic name like Gmail
  • Make sure your phone number is not an 800 number
  • Your business description should describe what it is and not what it does. For example, pizza shop vs. we serve pizza

How To Get 80% Of Your SEO Done With These 3 Things

Once you’ve made sure that your NAP is correct on Google My Business it’s time to do the same across all the major directories.

There are over 50 online directories that you can focus on. I would start with the top 15 and go through the same process for each. Claiming/creating your listing, verifying your listing, and then making sure your NAP is correct across the board.

One last thing that will guide you with providing your business accurate NAP information is if you use the designated schema markup that was created for local businesses. This will help search engines easily identify the information of your business.

Schema markup simply means the way the data is structured online. For local businesses, things that your listings and websites should have include address, phone number, logo, etc..

Here is a code that Matthew Barby wrote that you can use on your website that will help you get the proper information for a local business:

<div itemscope itemtype="http://schema.org/LocalBusiness">
<p itemprop="name">COMPANY NAME</p>
<p itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<p itemprop="streetAddress">ADDRESS LINE 1</p>
<p itemprop="addressLocality">CITY</p>,
<p itemprop="addressRegion">REGION</p>
<p itemprop="postalCode">POSTCODE/ZIP</p.
<p itemprop="telephone">PHONE NUMBER</p>
<meta itemprop="latitude" content="LATITUDE" />
<meta itemprop="longitude" content="LONGITUDE" />
</div

The only thing you need to do is change the bold information to match your local business.

Solicit Online Customer Reviews

Over 90% of customers say that buying decisions are influenced by online reviews. Your ability to generate online reviews can make or break your business.

Soliciting customer reviews can be tough. The best strategy I have seen from companies that do this well is to make soliciting customer reviews a part of their business process.

Having customer reviews is critically important for roofing businesses. A few negative reviews can hurt your reputation and cost you some work.

Online reviewers can serve as your brand ambassador. Endorsing your skills, expertise, and reputation can be a boom for people when deciding who to choose for working on their roof.

Here are some general tips that will help you get more reviews:

  • Send email blasts soliciting reviews from your database
  • Attach a review flyer to your customer’s invoices
  • Make it easy for customers to review your business. Send them links to your Yelp, Google, and Yahoo listings
  • Don’t offer incentives to customers for reviews. This is against most terms of service for review sites.
  • Offer discounts on your services
  • Make a page on your website that provides specific information on how a person can submit a review of your business.

Conclusion

There are a million things you can do to help with your SEO rankings. Moz put out a list of least 200 factors that affect your website ranking with Google.

If you remember Pareto’s principle aka the 80/20 rule with SEO you can make a big impact on your rankings and ultimately your business.

If you do these three things 80% of the work would be done with your SEO.

If you want more information on Local SEO then I suggest check out these articles from Neil Patel and Matthew Barby

10 Ways To Get More Commercial Roofing Leads
May 11

10 Ways To Get More Commercial Roofing Leads

By Mauricio Cardenal | commercial

Commercial roofing jobs are where the big bucks are made.

A lot of roofers prefer commercial jobs because they are much more lucrative. A commercial job can sometimes be worth hundreds of thousands of dollars in revenue.

However, there are big challenges involved with commercial roofing that you don’t see in residential. Some challenges include lead generation (still a big challenge with residential), dealing with more sophisticated buyers, and a more complicated sales process.

B2B vs. B2C

What might work in a residential lead generation campaign might not work with commercial lead generation campaign and vice versa.

On average B2C leads are going to be less expensive than B2B leads. However, there might be less competition with some channels that target the commercial roofing business.

In the end, it comes down tracking your numbers and knowing exactly how much it costs to acquire a customer.

In the rest of this article, I’ll go into detail and provide a general overview on how to generate commercial roofing leads for your business.

10 Ways To Get More Commercial Roofing Leads

#1 Referrals

By far, the most common strategy for generating leads for commercial roofers are referrals. Referrals are the backbone of the industry. Customers that come from referrals usually spend the most and are often the most loyal.

The challenge with referrals is that you can’t control each month how many you are going to get. Eventually, you’ll reach a certain point in which you’ve tapped the amount of referrals you can get every month.

The best way to get more referrals is to ask your happy customers for referrals. It’s amazing how many business owners I talk to forget to ask for referrals.

Here are some tips that can help you get more referrals for your commercial roofing business:

  • Send birthday cards, Christmas cards, and special event cards to your customers. This lets them know that you are thinking of them. This goes a long way in deepening your relationship
  • Go above and beyond and deliver outstanding work
  • Send value driven newsletters to your database. These newsletters should provide valuable information with a call to action at the end asking for referrals
  • Make it easy for your customers to contact you. If you are hard to reach then you might be missing an opportunity responding to referrals

#2 Canvassing/Door Knocking

The most common outbound sales/marketing strategy roofers use is canvassing. After a storm hits a certain area, roofers that move first usually have the first advantage.

There is nothing that can replace a face to face meeting. Even though you probably won’t run into the owner of the property during a door knock, you can still set appointments and provide these leads to your salespeople.

Here are some good articles on door knocking:

#3 Telemarketing Leads

Telemarketing has been around for decades and many roofing companies use telemarketing to generate commercial leads. There are a lot of different companies that will sell you leads on an appointment by appointment basis.

The challenge with telemarketing is that there have been lots of advances in technology that allow people and businesses to block out telemarketers.

10 Ways To Get More Commercial Roofing Leads

Telemarketing is a quick way to generate leads. However, you are not building your brand, your name, and your reputation by using telemarketing.

I’ve heard mixed results with telemarketing and like most things the success depends on the vendor and client making things happen.

#4 AdWords

If there was a way to quickly target commercial property owners at the top of the buying cycle would you be interested in reaching them?

The beauty of AdWords vs. these other channels is that you can quickly see results, usually within a week.

Companies like Centimark, Tecta America, and Nation’s Roofing are spending millions a dollars over the last few years on AdWords for a reason.

Here are some stats that will blow your mind with AdWords:

  • Over 1.2 million businesses are advertising on Google
  • 75% of people who find local, helpful information in search results are more likely to buy the product/service from their local business
  • For all commercial intent searches paid ads get 65% of all clicks

Here are some general strategies that will help you with your AdWords campaign.

a.)  Perform Keyword Research

First, you need to know if AdWords is right for you. If you are in a city with a low population and your target area is small then there might not be enough demand for your services.

AdWords works best when there is significant demand for your services in your city.

Register for my free training below: How To Get 45 Commercial Roofing Leads In Less Than 60 Days

Free Webinar

To determine what the best keywords you can use Google’s Keyword planner and perform a keyword search. For example, I am looking for commercial roofing in Atlanta. I look for some keywords that I know will target people that are at the top of the buying cycle.

After I signed in I go to the keyword tool and type keywords like “commercial roofing company, tpo roofing, commercial roofing, metal roofing” and I make sure that I choose Atlanta as my target market:

10 Ways To Get More Commercial Roofing Leads

Next, I click on Get Ideas to see what my competitors are bidding for these keywords. Here’s a snapshot of what the competition is spending:

10 Ways To Get More Commercial Roofing Leads

As you can see Atlanta is a competitive market. This is a good and bad thing because we know that your competitors are spending thousands of dollars and it’s working and bad because you have to pay to compete.

b.) Create Compelling Ads

Next, it’s time to create your ads. I’m not going into great detail here but it’s best to model this template in creating your ads:

Headline 1: Include your Keyword

Headline 2: Features and Benefits

Description: Features and Benefits + CTA

Display URL: Include your keywords

This is a pretty good example of a commercial roofing contractor following this template with Ad extensions in Los Angeles.

10 Ways To Get More Commercial Roofing Leads

c.) Send Traffic to a Landing Page

This is the number #1 mistake that roofing businesses make with AdWords. They send traffic to a homepage vs. a landing page.

A homepage is supposed to be like your business card. It’s supposed to contain general information about your business and who you serve.

While a landing page is a dedicated web page designed to convert and contain only a specific type of information. A good landing page should have two things: benefit-driven copy and a conversion focused design.

d.) Lead Response Time

One of the most important aspects of making these types of campaigns work is lead response time. According to a study done by Insidesales.com over 71% of web leads are wasted because companies are not properly following up.

The chances of qualifying and converting leads drop significantly after 5 minutes.

10 Ways To Get More Commercial Roofing Leads

#5 SEO

SEO (search engine optimization) is a powerful way strategy that will help you generate commercial roofing leads. The key thing to remember with these inbound marketing strategies is that people’s behavior has changed dramatically.

Over 94% of B2B buyers research online for purchase decisions.

Did you know that 2017 is going to be the first year in which digital marketing is going to outspend traditional/T.V marketing?

If you are not online and have a website that can be easily found through search engines then it’s like you don’t exist and are a ghost.

With SEO there are three things to remember.

Technical SEO

This relates to how well your website is structured. This is why I usually recommend a WordPress site because it is easy to set up with the right SEO.

I recommend that you download the plugin Yoast SEO. This plugin will help you set up your site correctly with the right meta tags.

Some things to keep in mind when creating a website.

  • Make it mobile responsive
  • Make sure all the variations of your NAP (Name Address and Phone number) are correct. Here is a good video that shows you how to do this
  • Have an easy contact form that people can fill out
  • Make sure your contact information is easy to find
  • List and verify your business with Google my Business, Yelp, Facebook Page, and others. (Google My business will account for 80% of your rankings)

Content Marketing/Blogging

There are thousands of people searching for commercial roofing services in your city. You can take advantage of this by reaching those people with helpful content.

Marketing has changed. It’s about giving value, teaching others, and serving your audience with great information while telling your story in a compelling way. This is good marketing. Content marketing can do this for you. You can target low competition keywords by writing blog posts with the right keywords.

It’s actually pretty easy to rank and be found at the top of the search results for roofing in a lot of cities because of the low competition.

Backlinking

Google and other search engines use backlinks to determine how important your site is. Backlinks are links back to your site. A backlink from older more authoritative websites is more powerful than new backlinks.

#6 Facebook Advertising

Believe it or not, you can target property managers on Facebook. The main difference between AdWords and Facebook is the AdWords you are targeting people at the top of the buying cycle while on Facebook you are targeting the right demographic but they might not necessarily be interested in your offer.

10 Ways To Get More Commercial Roofing Leads

This is why the best strategy on Facebook is to tell a story. You should give value to your prospects first by creating helpful content and then retargeting those same people with an offer.

I recommend that you use Facebook as a complimentary strategy in the beginning by using its Retargeting Ad system. You can retarget anybody who lands on your landing page by installing a Facebook pixel.

To create your Facebook pixel:

  • Go to your Facebook Pixel tab in Ads Manager.
  • Click Create a Pixel.
  • Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  • Check the box to accept the terms.
  • Click Create Pixel.

Facebook will continue to be a powerful way to generate B2B leads as the targeting gets more sophisticated and powerful.

#7 Direct Mail

You might be thinking that nobody advertises through direct mail anymore. Think again.

“According to the Direct Mail Association, direct mail yields an impressive 3.7% response rate”

Direct Mail is a very effective strategy that can provide you with a good return on investment. They have lists of everything and you can target whoever you want with a direct mail piece.

Cost per order or lead for acquisition campaigns stood at $51.40 for direct mail, slightly less than for paid search ($52.58), postcard ($54.10), and email ($55.24)

The most important element in making a direct mail campaign work is the list. If you are not targeting the right people it doesn’t matter what your copy says or what your offer is.

Remember in terms of importance your list, offer, and the copy is what make a successful campaign.

You have to find a good list broker to make this work. They are not cheap. Some places you can find a good list are NextMark and ConsumerBase.

Once you have your list you can start crafting your mailing package. Here are some tips on creating an effective direct mail campaign:

  • Make your copy personal and easy to understand
  • Test different offers to see what converts the best. In the case of a direct mail piece for commercial roofers, you want to test different offers to get a conversation going. Ask them for your worst leak and see if you can fix it at no or low cost.
  • Send a portfolio of your work. Before and after pictures of your biggest commercial jobs work great here
  • Lumpy mail can increase your open rate

Here are some metrics you can track to calculate the return on investment (ROI) of your direct mail campaign:

  • Campaign audience size
  • Cost per mailing
  • Total campaign budget
  • Response and Conversion rates
  • Number of buyers
  • Average revenue per buyer
  • Revenue / Profit generated

#8 Trade Shows

Trade shows all you to sleuth the competition, create new business partnerships, create company awareness, and generate leads that convert to more sales.

B2B companies spend most of their advertising budget on trade shows. B2B exhibitions were 39.2% of B2B marketing budgets in 2011.

The biggest reason why most trade shows never see an ROI is because over 80% of the leads generated at trade shows are never followed-up.

Here are some general guidelines that will help you generate and convert more leads at your trade shows.

1) Decide on your why. …
2) Set up appointments in advance. …
3) Establish a clear call to action. …
4) Put the right people in the booth. …
5) Follow up promptly. …
6) Limit giveaways. …
7) Do a Post-Mortem.

#9 Direct Sales/Cold Calling

Make a list of all the property managers, manufacturers, industrial building, commercial property owners, and property managers and contact them directly.

10 Ways To Get More Commercial Roofing Leads

Ask them for a meeting and see if you can fix any type of damage they have. Use a combination of phone, emails and social media to set up appointments.

Use a CRM to track all of your contacts. Some that are recommended for roofers include: Spotio, AccuLynx, and Stagistics

#10 Linkedin

I’ve used Linkedin over the last of couple years and have generated hundreds of thousands just from Linkedin. Linkedin is a powerful social media channel that can make a big impact in your business.

The challenge for roofing businesses is that there might not enough people active on Linkedin on a local level. On a national level, you can reach enough contacts to generate a ton of business.

On average Linkedin delivers the most customers to B2B companies.

The most important part of making any type of Linkedin campaign work is your profile. Your profile has to be setup like a sales page.

You have to call out your target market and state clearly how you can help solve their problems. Take a look at my profile where I call out roofing businesses.

Once you’ve setup your profile then you can start sending messages and connecting with people that fit your target market. Here is a great article that explains how to generate business from Linkedin

Generate Leads from LinkedIn Through 6 Simple Steps

Conclusion

I hope this article gets your head spinning with new ideas on how to grow your commercial roofing business. If you want more information on how to get more commercial roofing leads make sure to register for my webinar:

How To Get 45 Commercial Roofing Leads In Less Than 60 Days

How To Start Generating Commercial Roofing Leads In Less Than 48 Hours
Nov 18

How To Start Generating Commercial Roofing Leads In Less Than 48 Hours

By Mauricio Cardenal | Marketing

There are thousands of people searching for commercial roofing services in your city. Are you taking advantage? Here are some stats will blow your mind with Google AdWords:

  • 85% of people use the internet to find local businesses.
  • Over 1.2 million businesses are advertising on Google
  • 75% of people who find local, helpful information in search results are more likely to buy the product/service from their local business
  • For all commercial intent searches paid ads get 65% of all clicks

Source 1, 2

Companies like CentiMark, Tecta, Baker Roofing and Nations Roofing have spent millions over the last few years on AdWords.

Slow To Adopt

Roofers have been slow to adapt to online marketing. They’ve been lucky enough to work in a space with an increasing demand and a decreasing in supply.

Young people are not as interested in the trades so there is a big labor shortage. This hasn’t stopped the demand since roofers rely on new construction and stormy weather for new business.

Every building has a roof. Eventually, the roof will need repair due to a storm or just the wear and tear of the roof. The challenge facing roofers is finding a system and strategy that consistently brings a steady stream of commercial leads

Enter Google AdWords.

AdWords has been around for a while now. Gone are the glory days of $1.00 (CPC) Cost Per Click  Now, most roofers are paying an average of $20 per click.

AdWords has gotten a lot more competitive and as a result, a business can quickly waste thousands of dollars in a short period of time.

If you have the right strategy in place you can have inbound qualified commercial roofing leads within 24-48 hours of starting a campaign.

The Right AdWords Strategy

There are three main things to keep in mind to have a successful campaign.

  • Right Message Match
  • Attention Ratio
  • Not spending enough money

Right Message Match

If your ads and landing page do not match with the same message then you’ll lose money.

Let’s consider the mindset of a user searching on Google. It’s different than traffic from organic or social media.

For example, if someone is searching for metal roofing and when they hit your landing page they only get information on asphalt shingle roofing how do you think this will make them feel?

By not providing them with the right information this will hurt your campaign and people will feel misled. Ideally, the headline should match the keyword being typed. For example, if someone searches for Dallas metal roofing and they get Dallas roofing this will hurt your campaign.

Attention Ratio

Are you sending your paid traffic to your website’s homepage? Just because your homepage has your contact information should not mean that you should send traffic to a homepage.

A homepage is supposed to be like a business card it should clearly summarize what you do. The problem is that your homepage usually has lots of links that distract the person viewing your page.

When a visitor comes from a Google Ad they are looking for specific information. Your job is to get these people to call you or opt in with their contact information.

Your landing page should contain a single call to action. It should be clean and simple and direct people to a specific action.

Not spending enough money

If you are only $20/day then you might not get any clicks from Google. Google has a suggested bid for each keyword and if you are constantly below the recommend bid then you’ll likely be ignored.

In most cities, the minimum cost per click is $15 for a commercial roofing keyword. Usually, the more expensive the keyword the better quality of the lead.

If you are spending $20/day you might only get 1 click per day which is not enough to make any difference in your business.

Make sure you have the right things in place

Commercial vs. Residential

In most cities, commercial roofing is less competitive than residential roofing. However, if your city is small there might not be enough demand for commercial roofing services.

If a city has a population of at least 200,000 people then there should be enough volume to justify an AdWords campaign. However, this is not a big issue with most roofers since a lot of roofers are willing to drive a long way for a commercial job.

Types of Prospects

You might be worried that the leads you are getting are just random people searching online. This is not something to worry about. In our experience, people will search for commercial roofing services because they have a need.

If you target the right keywords people are specifically looking for commercial roof repair, roof replacement, and re-roof services.

To make sure you are not getting quality leads you should develop an extensive negative keywords list.

What are negative keywords?

One key to a highly-targeted campaign is choosing what not to target. Because keywords can target a broad set of phrases, it’s important to see whether every term is related to your business.

Example
Let’s say that you’re an optometrist who sells eyeglasses. In this case, you may want to add negative keywords for search terms like “wine glasses” and “drinking glasses.”

For more information on how this works check out this article from Google

The people that you will get are people like property managers, local business owners, and businesses after they have settled an insurance claim.

Keywords to use

A big mistake I see a lot is bidding on the wrong keywords. As a general guideline, the more expensive the bid for the keyword the better quality of the click.

Here are some examples of keywords that you can use:

Follow Up

The key thing in making these types of lead generation campaigns successful is the follow-up and the lead nurture process. If you have a solid sales conversion process than this can make a big impact in your business.

According to the insidesles.com study done a few years ago

“The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times. The odds of qualifying a lead if called in 5 minutes versus 30 minutes drop 21 times.”

From another study

“The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.”

Be ready to pick up the phone and/or be ready to contact the person once they’ve submitted a request for more information. Companies like Call Drip automatically connect the form submission to your phone.

Conclusion

Once you have everything set up correctly you can have leads coming within 48 hours. A lot of roofing companies have used AdWords and have had such success that they’ve switched their focus from residential to commercial.

You can do the same.