All Posts by Mauricio Cardenal


About the Author

I help roofing businesses generate more clients online

Dec 08

Roofing Marketing Pros Introducing a New Way to Generate Exclusive Roofing Leads Fast

By Mauricio Cardenal | Press Release

For immediate release.

Roofing Marketing Pros Introducing a New Way to Generate Exclusive Roofing Leads Fast

Summary: Roofing Marketing Pros is a service that created a revolutionary approach to exclusive roofing leads generation. With their heavy focus on marketing, they help contractors find new clients all year round. Service is available to roofers everywhere.

From now on, anyone looking for exclusive roofing leads can get them fast. With the innovative service from Roofing Marketing Pros, contractors don’t have to wait for the storm season to start. Their methods ensure that clients keep coming in even on sunny months.

How Do Roofing Marketing Pros Help Contractors?

Roofing Marketing Pros use a wide range of marketing tools and techniques to help their clients generate exclusive roofing leads. The company’s main specialization is online marketing, which is the most effective area for business promotion at the moment.

Surprisingly, despite the constant growth of the roofing industry, contractors in this field do very little digital promotion. The team of Roofing Marketing Pros fixes this problem, which results in a constant flow of traffic and new leads. This enables residential and commercial roofing contractors to take their business to a new level.

Working with Roofing Marketing Pros as a B2B partnership offers many professional benefits. Offering a premium service, the company is seeking to work with contractors doing at least one million in revenue to ensure contractors receive high quality and laser targeted leads who understand the value of the service. There’s also a great benefit of this method attracting the exact kind of clients the business needs. This means that with their innovative marketing solutions, the service is able to generate both residential and commercial roofing leads.

Finally, implementing an effective online marketing strategy can be affordable if it’s planned well. Therefore, the average roofing leads prices to end up being rather low. Considering the boost in the contractor’s revenue, the marketing service is highly cost-efficient.

Roofing Marketing Pros have been effectively implementing their techniques with a variety of contractors. Case studies and their clients’ testimonials are available at

However, the service continues growing, developing new and more efficient methods of digital promotion. The company’s leader, Mauricio Cardenal, has years of experience in online marketing. He offers to prove his skills and knowledge to any prospective client. The collaboration with Roofing Marketing Pros starts with a 30-minute free, no obligation strategy session with Mauricio.

During this session, he assesses the contractor’s situation and offering some practical advice on how to improve it. The result of this session alone is the client getting a better picture of how they can generate exclusive roofing leads in the competitive markets of today.

Roofing Marketing Pros offer a wide range of services to find the perfect fit for any client. The company also organizes webinars to teach roofers more about what online marketing can do for their business.

Roofing Marketing
Nov 29

How To Build A Roofing Customer Acquisition System

By Mauricio Cardenal | AdWords , Facebook Ads

Storm season comes every year for roofing contractors. However, when and where the storm hits and the severity change every year.

There are many roofing contractors that have relied on big storms to generate most of their business.

Once the work dries up they have to rely on other channels to generate new customers.

The challenge with a lot of contractors is that they’ve never built a system that doesn’t rely on outside forces for new business.

Enter a CAS

What is a CAS?

A customer acquisition system (CAS) is a strategy that organizes your resources in a way that consistently generates new customers for your business.

There are two main parts to a CAS.

Lead generation and sales/conversions.

Both are equally important in generating revenue for your business.

Lead Generation: Can be online or offline.

The most common way that roofing companies generate leads is through door knocking/canvassing.

There are three main benefits that building a customer acquisition system will have on your business: Predictability and consistency, more referrals, and a higher conversion rate.

Benefit: #1 Predictability and Consistency

The biggest benefit of having a customer acquisition system is the consistency. Instead of relying on outside forces like stormy weather or referrals for new business a customer acquisition system produces results every month.

You can consistently predict how many leads a campaign will produce and how many conversions you’ll get from those leads.

Slow pay is part of the construction industry’s culture, and it’s not something most of you have a great deal of control over.

With a CAS you can predict when you will get paid by the number of leads you’ll generate and the sales that go with it.

If you consistently generate 30-40 new leads a month and convert 5-10 new customers you know what your projections will be in 4 months.

This allows your business to predict revenue in advance. This allows you to meet your payroll and pay for materials, etc.

One of the best ways to illustrate the power of a CAS is a metaphor.

Roofing Marketing

The Faucet Philosophy

You know water can’t flow unless water is turned on first. The same is true for business. You won’t get customers unless the faucet and water line are turned on and primed.

The reality is when most roofers try to turn on their faucets no water comes out because they don’t realize the water line is actually off. Or if the water does come out it’s just a trickle.

Instead of a flow of refreshing cool, clean, crisp, water that satisfies your thirst, they find a cup of brown nasty dirty water.

This is the harsh reality for most roofers. No matter how hard they try they are stuck with either a feast or a famine.

The water flows freely sometimes and they have more work than they can handle while other times the waterline runs dry and they’re just trying to keep things going until the next job comes around.

Their system isn’t primed to grow.

Only roofing business owners with a predictable system of for generating qualified leads can truly say 

“When I turn on the faucet, I get the exact amount of cool, clear water I want.”

Do you rely on outside forces to generate new customers?

The weather will always be a factor in roofing but it doesn’t have to be the main revenue-producing factor for your business.

Instead of storm chasing, you can actually build a system in which customers that have storm damage come to you.

Benefit #2 More Referrals

Not many people realize that in order to get a lot of referrals you need a large customer base.

To get a large customer you either have to be in business for many years or use a CAS to build it in record time.

Generating new customers from referrals should be one of the main channels of growth.

However, this should not be the only way that your business gets new customers. This puts your business in a perilous position because referrals are inconsistent on a month to month basis.

Roofing Marketing

There is no predictability

You have no idea how many referrals you will get a month to month.

By consistently promoting your message to people that don’t know who you are you will be building a bigger customer base.

This bigger customer base will lead to more relationships, more opportunities, and more referrals.

Benefit #3 Higher Conversion Rates

According to Roofing Contractor Magazine over 90% of roofing jobs begins with an online search.

Even you get a referral from someone they will most likely search your business online. People will judge the type of business you have by your online presence.

If you have an online presence that positions your company as the expert and authority in your marketplace you will have a much easier time with conversions in the online and offline world.

2 Main Channels To Build A CAS


The best thing about AdWords/PPC is the predictability. Google has a tool called Keyword Planner that lets you know how many people are searching for roofing contractors in any location.

It provides a 12-month snapshot of searches in any area you choose.

Unlike most channels, people do not get tired of seeing your ads. In fact, over 50% of people do not know that they are even clicking on an advertorial.

Most advertising campaigns have a limited lifespan. AdWords is one of the few channels in which the results get better over time.

AdWords gives you the ability to position your company in front of people at the top of the buying cycle.

People that have roof problems and are in a need of a roofer that can solve their problem.

Use a landing page

For a roofing AdWords campaign, having a landing page is a must. Unfortunately, there are many roofing companies that send their paid traffic to the homepage of their site instead of a landing page.

Sending traffic to a landing page is a much more effective strategy than sending it to a website.

Target high commercial intent keywords

Always bid on commercial intent keywords. These are the money keywords that generate the most calls.

They are usually the most expensive. I recommend you use Unbounce or Clickfunnels to build your landing pages.

Roofing Marketing


Use Negative Keywords

How do you make sure that your ads are not targeting tire kickers? By using negative keywords.

Negative keywords allow you to exclude people that are tire kickers or people that are not related to what you can service.

Use Call Tracking

Call Tracking is an important element in determining the success or failure of a campaign. Call tracking allows you to see how many calls you receive, the best keywords, and the quality of the leads. We use Call Rail to track our calls.

Facebook Advertising

Facebook is too big of a channel that you can ignore. There over 2 Billion monthly users on Facebook.

The average American spends 45 minutes a day on Facebook. There are many roofing companies that have seen success with Facebook Ads.

You can check out the Video I did with Roofing Annex here:

There are a few strategies that work well with Facebook.

Gift Card Offer

The most important part of a successful Facebook Advertising campaign for a small business is the offer.

What unique offer can you provide that will immediately make your company stand out?

Offering a Home Depot gift card for $25 for every roof inspection you do can be a great way to get new opportunities into the pipeline.

Think about spending $25 per appointment.

If you spend $1000 that would be 40 gift cards.

40 Gift Cards is 40 Roof Inspections.

Out of those 40 Roof Inspections, how many do you think you will convert?

If you can convert just 5 that turns into a roof replacement then your campaign will be highly profitable.

Roofing Marketing

Storm Ad

You can use hail tracking software to advertise your services to the specific neighborhoods that a storm hit.

A lot of neighborhoods have no solicitation rules. This allows you to bypass this and directly reach those people that have been affected by storms.


You can build a similar system in the offline world using door knocking and canvassing as lead generation channels.

The leads you’ll get from these channels are often superior to internet leads. The big drawback is scaling this system.

With paid advertising, you just turn on a switch and you can scale but with door knocking you need multiple people to execute your plan.


Paid advertising is one of the most predictable ways to generate new customers. However, paid advertising and lead generation is only ½ the battle.

The other half is sales and conversions.

One can not go without the other.

Once you have this system in your business you can predict how many new customers you will get and how much revenue this will generate.

In the end, the three main benefits of having this system for your business are predictability, more referrals, and higher conversion rates.

This is superior to relying on stormy weather and canvassing neighborhoods after the storm. I’m not saying you should stop but this system will get you better results.

Online Marketing Roofing
Nov 19

Online Marketing Made Simple For Roofing Companies

By Mauricio Cardenal | online marketing

There is so much information online that it can be overwhelming for a newbie. My goal with this article is to simplify things and give you a roadmap on the things that are important.

There are many channels in which you can promote your product and services.

Each of these channels has many different strategies that you can try.

Different industries require different strategies and tactics to make it work on these channels.

What might work for one industry in one channel might not work for another in the same channel.

Additionally, what might work well in one location might not work as well in another location with the same strategy.

There are many different variables one has to take into account and these variables are constantly changing.

And, once you have seen results you have to maintain it which is a whole different ballgame.

The point is that unless you educate yourself on the things that matter you won’t be ready for the changes when they come.

The failure to anticipate what is going to happen in your business marketplace is the #1 reason why businesses fail.

Understanding Online Marketing

Online marketing is constantly evolving but the fundamentals stay the same.

Think of an online marketing strategy as a way to organize your resources to get consistent results from your campaigns.

Good marketing comes down to three things: Developing a message that connects, promoting your services where your prospects hang out and making it easy for them to get in touch with your business.

Good marketing is supposed to make selling easy.

The vast majority of the time the first time a prospect will interact with your business will be online.

The vast majority of people spend their time on two platforms: Google and Facebook.

Google dominates search while Facebook and Instagram, which is owned by Facebook, dominate social media.

Almost all your prospects are using these two platforms on a daily basis.

It’s your responsibility to develop a message that connects with them on these platforms.

If you fail to do so your competition will eventually dominate you.

Roofing is a competitive market and the competition will only increase in the coming years.

Do You Have A Website?

Having a website is not enough.

A website is just the first step in building an online presence. However, a website by itself won’t generate leads or customers.

Think of online marketing as a real estate developer.

A real estate developer invests his capital on a piece of land (a website). The investment in the land won’t provide a return unless he develops the land. (Marketing campaigns)

He needs a general contractor (marketing people) to actually build the properties. He needs buyers to buy and lease properties on his land (website visitors)

He finally gets a return on his investment when he develops the land.

Online Marketing Present and Future

The internet is the present and the future

The internet has become the #1 way most contractors generate new customers that do not include referrals.

According to Contractors CRM, the internet has become the #1-way contractors generate new customers.

The two most popular channels, that have many documented case studies in roofing, are Google and Facebook Ads.

All these channels require a serious investment and can take months or even a year to see results.

Even if you’ve had negative experiences before that should not stop you from creating strategies that will get you a positive return.

Google/Search Engines

The goal of AdWords and SEO are the same. To rank on the search engines and to generate clicks and leads.

How you get to these objectives are different.

Both are expensive compared to what most roofers spend online but much cheaper than traditional advertising.

Results come faster with AdWords.


Here are some things that can help you succeed with AdWords.

  • Target High Commercial Intent Keywords
  • Bid on single keyword groups
  • Use a landing page to facilitate higher conversion rates
  • Track all your conversions and calls
  • Minimize the lead response time
  • Follow up and set appointments with all the leads

To read more about how to create a winning AdWords campaign check out the guide we wrote here.


SEO takes a lot longer to see results.

Both are effective with residential and commercial.

SEO is defined as a way to organize your online resources to rank in the search engines to generate rankings and clicks to your website.

Here’s a good metaphor that I found SEO and Pirates:

“As an SEO, I can help identify the opportunity and draw a loose perimeter on the map. But I can’t necessarily tell you exactly where in the perimeter the booty is; nor can I guarantee how deep it is.  But, as luck would have it, I can also help you dig.  The time is all dependent on how many shovels we have in the dirt, and how hard we dig.  The timing may be up to luck, but we will find the gold to offset all the effort.”

It’s important that when you create an SEO campaign that your website is designed to convert. I recommend a WordPress site that uses Thrive Themes as the theme.

These themes are all designed to convert. You can build a nice looking high converting website with these platforms.

When it comes to SEO there are two basic strategies: On Page SEO and off Page SEO. Off-page SEO is where you create content, link building campaigns, and a social media presence.

You need to continually create link building opportunities to achieve rankings on the search engines.

On Page SEO has everything to do with creating an optimized SEO website with title tags, keywords, and schema markups. It’s also important that you have the right NAP (Name, Address, Phone Number) of your business.

Social Media

Facebook dominates social media. There are over 2 billion users on Facebook. The average American spends 45 minutes a day on Facebook.

There are several strategies that have done well with Facebook Ads

Run a Roof Giveaway Contest

These types of campaigns can go viral if your message connects. Roofing Annex based in Cincinnati recently ran this campaign with great success.

Online Marketing Roofing

Roofing Survey

You can make a survey on Facebook and let your prospects that they might qualify for a free roof in the event of a storm.

Storm Ad

After a storm, you can target the affected areas with a storm ad. Whether it’s a Hailstorm or a hurricane these ads are effective.

Make it simple.

Call out the storm and a picture or video and explain to them that they might qualify for a free roof if they have insurance.

Online Marketing Roofing


You can offer to provide insider information in the form of an Ebook/Infographic that most people would not know in exchange for their contact information.

Online Marketing Roofing


Instagram is the second largest social media channel in the world. Since Instagram is owned by Facebook you can create your ads on Facebook.

Instagram has limitations. You can only create 60-second videos and the images have to be certain dimensions. Overall, I would follow a similar strategy that you use with Facebook Ads on Instagram but with some differences.


The company that is dominating online are dominating with real-world results. Roofing is a crowded marketplace but roofers lack marketing skills which make easier to stand out.

Now is the time to invest in online marketing. Keep it simple. Focus on three strategies: PPC, Facebook Ads, and SEO. This three have proven to give you results.

Roofing Leads Following Up
Oct 09

Roofing Leads Are Worthless Without Following Up

By Mauricio Cardenal | roofing leads

Do you know what separates the clients that see massive success with our program vs those that see only mediocre results?

In all my 4 years of running marketing and lead generation campaigns, lead response time and follow-up systems are the biggest factors in conversions.

One cannot go without the other.

One of the biggest mistakes I see with roofing entrepreneurs is not having a follow-up system in place for every lead.

Leads are worthless without a follow-up system.

Here are some stats that make the case of the importance of follow-up:

  • 80% of sales require five follow-up phone calls after the meeting. [Source: The Marketing Donut]
  • 44% of salespeople give up after one follow-up.
  • The average salesperson only makes 2 attempts to reach a prospect.   [Source: Sirius Decisions]  
  • Research shows that 35% to 50% of sales go to the vendor that responds first. [Source:]
  • If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.

In my experience, most salespeople say they follow-up and make an attempt but when they actually track their actions it’s a lot lower than they say it is.

The reason why this happens is that our memories are unreliable.

This is why it’s important that you track everything.

The best way to track your leads, your sales results, your quotes, and your calls is by using a CRM.

What is a CRM?

A CRM is a software that allows managing the relationships in your business. It’s called a Customer Relationship Management.

Every sales organization, and that includes every roofing business, should be using a CRM.

I’d bet that a large percentage of roofing companies don’t even use a CRM. Having a CRM is critically important to your success in converting sales.

Why You Track Everything with a CRM

  • How do you know which channel brings you the best leads?
  • How many calls have you made to that prospect?
  • How many emails have you sent?

These are the questions that a CRM can answer for you.

Having a CRM and using it on a daily basis allows you to track your actions and organize your prospects.

This data is critically important in understanding what is working in your business and what’s not.

Data is king.

Having data allows you to make decisions on what is actually working in your business.

Doing the same thing over and over and expecting different results is the definition of insanity.

CRM’s in the roofing space that has been recommended before are JobNimbus, iRoofing, and AccuLynx.

I can not recommend any because I have not used any of these tools but I have heard good things.

Maybe some people can chime on what they recommend for their own business.

The Importance of Lead Response Time

We live in an instant gratification world.

Every time somebody becomes a lead you have only a few critical minutes before that lead disappears forever.

There are many studies that show that lead response time is the most important factor in conversions.

According to the 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 the same 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.”

Even if you have a system that allows you to respond to every lead fast the game does not stop there.

You need to also have a follow-up system in place after each appointment.

Most sales will be made in the follow-up.

One cannot go without the other.

You need to not only respond to every lead but you also need to follow-up with every lead even after each appointment

Over 80% of the sales are made after 5 follow-up attempts.


Lead generation is only ½ the solution. The ½ of the solution is having a sales system in place that allows converting leads.

This is why my clients have had different results from our marketing campaigns.

The things that we’ve found that made the biggest difference are lead response time and follow-up.

7 Deadly Mistakes in a Roofing Lead Generation Campaign
Sep 07

7 Deadly Mistakes In A Roofing Lead Generation Campaign

By Mauricio Cardenal | roofing leads

In any roofing lead generation campaign, you must overcome several objections before somebody decides to take action and contact you.

Whether they come from social media or search (paid or organic) a prospect has to believe certain things before they take action.

They have to believe you are credible.
They have to believe what you say.
And they have to believe you are capable of solving their problem.

In simple terms it’s these three things:

  • Credibility
  • Believability
  • Capability

The way to overcome these objections is by doing three things.

  • Claim- claim that you can fix their problem
  • Proof – provide proof of your claim by providing testimonials, case studies etc..
  • Benefit- explain the benefits of your work and how it would solve their problems/challenges

Let’s face it.

Nobody gives a crap about the roof on their buildings.

They only care about how a roofing company can help solve their problems with their building/home/claim/leak. etc…


These three things are the holy grail of marketing. If you have these three elements in your marketing you’ll overcome every objection.

Most people are skeptical online. Over 80% of advertising is ignored by consumers. People have been bombarded by advertising for so long that it takes more effort than ever before to overcome this skepticism.

In roofing, you have to overcome the stigma of storm chasers and fly by night contractors.

This is why when you make a claim you have to provide proof of your claim and then explain the benefits of this claim.

There are several things a roofing business can do to increase conversions and stand out in your market.

These strategies all have the elements of a Claim. Proof and Benefit.

Here are  7 Deadly Mistakes In A Roofing Lead Generation Campaign

1. Not having Testimonials

Testimonials are one of the easiest ways to prove your credibility. There are two types of testimonials. Written and video. Video testimonials are much better than written because it’s harder to fake a video testimonial than a written testimonial.

When creating a testimonial you should follow the star, story, solution formula. This is a copywriting formula that puts your prospect in the shoes of your client.

Here’s how it works…

      • Star- The story of your customer. Who they are, and what problem they had before meeting you.
      • Story- the challenge/problem they had before meeting you
      • Solution- the solution you provided them after working with you.

Ideally, a business should have several different types of testimonials one for each customer avatar.

In roofing, you have several customer avatars. Homeowners, property managers, commercial property owners, etc all have different needs and desires.

Depending on the market you are after your testimonial should reflect one of these avatars.

For a commercial roofing company, a well-written testimonial can be like this:

“We are a property management company and are very picky with who we work on our buildings. We have good contractors that we work with but they were too busy to take on our new projects. We had several ongoing repair projects for our buildings. Texas Commercial came recommend from an associate and we’ve had a tremendous experience. They did an inspection within 24 hours and provided a report and an estimate. We highly recommend their work and will continue to use them in our commercial projects.”

If you have real, written and video testimonials like this, you’ll see huge improvements on your marketing campaigns.

These types of written testimonials are exactly what these type of customers are looking for.

2. Not having Case Studies

A case study is defined as a process or record of research in which detailed consideration is given to the development of a particular person, group, or situation over a period of time.

A case study is one of the most powerful ways to provide proof of your expertise. The more case studies you have the better. A case study is like a more beefed up version of a testimonial.

A well-written case study will have the following elements:

      • About- history of the company or person you worked with
      • Problem/Challenge- the problem/challenge they had before working with you
      • Solution- the solution you provided and how you did it
      • Results- the results of your work

In roofing, these work very well on the commercial side. You’ll give a brief history of the company you worked with, the problem they had, the solution you provided, and then the results of your work with images and video.

Case studies will make your business stand out and be more credible.

3. Not having Drone Images

Drone images are far superior to any other type of image because it gives a wide parameter of the scope of the job.

Not many roofing companies have drone images of their work. By having these images you will stand out in a positive way.

Drone images can also speed up the claim cycle times.

roofing lead

4. Not having Online Reviews

Online reviews are like the new referrals of the digital age. One of the first things a person does after talking with you is to research your business online.

Over 88% of consumers are influenced by online reviews. Online reviews can be difficult to obtain but they provide social proof of your work.

Reviews will make your business more credible and believable.

One trick you can use is to include Google or Facebook reviews on your landing pages. These are hard to fake and will increase the conversion rates of your campaigns.

5. Not having a commercial Video

This one isn’t necessary but I would definitely recommend that you do it. A video commercial of your company can serve wonders in increasing the conversion rates of your campaigns.

Centimark did a great job with their video. You can check it out here:

roofing lead

Another example of a well made commercial is here:

Roofing Commercial

These type of videos will increase the credibility of your company. On average, videos tend to convert better than the written word.

I highly recommend that you create a video like this and use it on all your web properties. This will make you stand out from every other roofing company in your market.

6. Not having Images of You and Your Business

You should include real images of you and your employees. Images of working on a roof or at a charity, or in the office all serve to provide a warm feeling of authenticity.

An image like Beldon has on their homepage is great:

roofing lead

These type of images will let prospects know that you are a real company. These things will help overcome the skepticism that people have online and increase conversion rates.

7. Not having Certifications & Associations

People want to work with experts. The more certifications you have the more credible you’ll look in the eyes of your prospects.

Things like HAAG, GAF, Owens Corning, Weather Stopper all can serve as proof of your expertise.

roofing lead

Being a member of different roofing associations like NRCA and others can also bolster your credibility.

Over to you.

What things have you used in your marketing campaigns to improve the conversion rate?

How One Viral Ad Got Over 100 Roofing Leads
Aug 25

How One Viral Ad Got Over 100 Roofing Leads

By Mauricio Cardenal | Facebook Ads

In this interview, I talk to Zach Blenkinsopp who is one of the founders of Digital Roofing. They’ve only been open less than 12 months and are already dominating their market.

You might have seen their ad that went viral. That little ad which only costs $200 to make got them over 100 qualified roofing leads.

In this interview, we go over some of their marketing strategies and how effective it has been for them.

Please note that this interview has been edited to make it easier to read

Interviewer: Hey Zach it’s Mauricio I’m doing well, how are you? Thank you for taking the time to talk to me.

Zach: Not a problem.

Interviewer: I appreciate it! I saw your ads on Facebook on a variety of groups and I would like to discuss what you did, and how you did it. I think what you did is unique and it brought a lot of attention, but more importantly, I think it brought a lot of great results. I think your strategy, together with your background, it could help a lot of roofers in marketing.

Zach: Yes, my partner, Chris, and I worked together in a marketing company. What we would like to do is as follows: Option 1: Start scaling. Obviously, we own a roofing company. Our main goal is to go overseas and make money, that is why we started a roofing company to help us achieve this goal. There’s not a lot of reliable staff out there, resources are scarce. When we started the roofing company we thought that one of us could get a general contracting license, which helped with the sales and marketing.

The company diversified quickly from storm damage and kept growing from there. It developed into quite a good system which we had set up. We could expand our work to other cities, and we’ve got a couple of other options that we are trying to work on.

There are so many roofers that don’t understand marketing and are not spending capital to see results. We thought there was a great opportunity to use our marketing background as an advantage. There are so many roofers out there that only want to be able to buy a twelve pack and pay their mortgage, but those kinds of workers are not really going to scale a multi-million-dollar roofing business.

Interviewer: Yes, you have to support your business. You basically have a business and marketing background, but more importantly, you’re thinking more of the business opportunity, and not just being a roofer, is that right? Yeah, awesome, and yeah you hired a general contractor who was an expert in his field, who did the work, whereas you’re the marketing and business expert.

Zach: Yeah, I know quite a bit about roofing too. I did some recent work in Dallas as a Project Manager, and I worked with a few different roofers and they showed me how they were running their businesses. I took some advice from those roofers as to how they made their company successful and applied it to our company. I used advice from about 3 to 4 other roofing companies that did well. I don’t have to know everything about roofing, I just need to know what other people have done to be successful and apply that to our business.

In a nutshell, how we set everything up was kind of backward. Typically, it’s a general contractor goes and hires people out. The thing is I don’t want to deal with paying overheads, like insurance, and contractors and managing all the projects and stuff like that, so yeah what you’re saying is exactly right.

Interviewer: How long has your business been open?

Zach: Less than a year.

Interviewer: Wow, that’s awesome.

Zach: It’s been a pretty, pretty, explosive growth.

Interviewer: Tell me about your Facebook page. I see it’s very active, you have a lot of videos. Do you guys follow a specific strategy?

Zach: Well, my partner Chris, he took a couple of Facebook courses from the guys in the know and is a very intelligent guy. His background is in commercial Real Estate appraising. We both have a Business Degree, and he became a pretty good Facebook marketer. We had a couple of ideas that we threw around on how we were going to be able to make an impact, and part of our strategy is to create shock value because roofing is generally a boring issue. We bore homeowners talking about shingles and what we’re about to do their house, so we know it’s a boring subject.

So, my advice to roofer’s doesn’t always talk about roofing all the time. Find funny videos, engage with your people in other ways outside of just roofing. If you are always trying to sell people things, it shuts them down. So, our strategy is just to brand yourself by engaging with people without trying to just be selling all the time.

It’s just like a friend you meet at a party, that’s in sales and you ask him how things have been going, and he replies asking when you’re going to see him about buying a new car. I’ve got this new car, and I’m like, I know you sell cars, if I want to buy one from you, I’ll call you. And so, that’s a big way of our strategy for our company. While we build awareness through our Facebook page, we do not want to talk when it comes to selling people a roof. We’re just going to minds with videos. We’re going to keep people engaged that way and bring awareness about the health stuff but won’t be over the top sales, because nobody watches your commercials anymore anyway. So, you might as well to try to engage in other ways anyway.

Viral Ad Roofing Leads

Interviewer: I want to talk about your viral Ad, your first one. The thing I like most about your ad is that it got attention. And attention is the number one currency in marketing. Once you get attention, you can market your message and get people to take action. I read that you got the idea from a Colorado roofing company. So, talk about the process, how it worked out, what you did. Tell me about the ad.

Zach: Yeah, it was really simple. I saw that he had done it, and my first thought when I saw it, I thought it’s illegal, and so I did my due diligence. I did some research, I got some buddies of mine that are lawyers and asked what they think. And they said it’s actually legal, I think what he’s doing is legal and it is. There’s nothing illegal about it.

So, when I first got back to Alabama, Chris, my business partner and I, we were sitting down one day you know we’ve made a commitment that we want to sell 100 residential roofs in a hundred days. That was our goal and so, we were thinking about ways that we were going to make that happen.

I used to sell the shit out of digital marketing and that’s kind of what my background is, so he knew that just by me being here, we will increase the amount of volume we’re doing this summer and the sales I was going to make. I said I’ve got this idea to run past you. You think about it. A roofing company in Colorado did this, and I showed him the video and the news on record and stuff. And I said I think the guy that did it, I mean I’ve got nothing against him, but for me, he was kind of a plain Jane roofer.

He wasn’t a polarizing or engaging or had charisma. So, I said I thought we could do this better than how he’s done it and so, you know the guy wasn’t better or anything like that and I told Chris that I really think that we can really push it better and launch it on 4th of July.

I think it will blow up and so worked on the thought process and so, of course, we decided to go super over the top and I said if we were going to do it, it would be big and bold, and if not, we should not do it at all. So that was kind of what we did, it obviously worked out. You don’t have to be the most creative person, you can just take a good idea that people have and just do it better.

Interviewer: What did you do to promote the ad? Did you do a commercial? Did you promote it on Facebook, have you thought about that?

Zach: Yeah, I mean all we did was we spent about $100 on the stuff that we bought, whiskey and beer, my outfit. And we recorded on the iPhone, and we boosted it, we spent about one $100 and it off on Facebook, and we also posted it on Reddit. We posted it on the YouTube channel and within 5 hours I got a call from, which is, but it’s really a large media outlet, and the video took off from there.

Interviewer: And then you got things going on and you’ve been posting a lot, right?

Zach: Yeah, I’ve got a buddy of mine who is a consultant in multimedia and he called about a week ago, and I asked him how much he thinks it’s been viewed nationally.

He thinks the number is somewhere around 20 million times, and obviously growing between the TV and the news stations, and the global viewership is somewhere around 50 million.

Interviewer: Wow! That’s awesome. Can you talk about any negative blowback? Positive feedback?

Zach: Yeah, we know that locally it was going to do really well because in Alabama you know firearms are obviously a big deal and hunt this, and drink beer and whiskey. Locally we got a little bit of blow back. I don’t really care I’m a veteran you know if you know, and I’m a responsible business owner, and I’ll have a drink if I want. But you know nationally, specifically on the West Coast and up north, we’ve got a lot more, like we’re evil people for giving away firearms, which isn’t the case at all.

We’re giving people a voucher for a firearm. We had a couple people calling threatening to kill us with a firearm, which I thought was funny because they weren’t mad about gun violence, yet they wanted to shoot us.

Internationally, we got 50-50 internationally. Some people thought we were crazy Americans that were just handing out guns and hoping people were going to shoot other people. We had a lot of people contact us internationally that said we wish we had laws in our country allowing us to protect ourselves and others, so we got a lot of feedback. And of course, Chris and I, we know a lot of background stuff outside of roofing and we’re not you know just dumb as hell as them rednecks.

Buy a Roof Get A Gun

Interviewer: So, what was the result of the ad? How many jobs did you get from that?

Zach: Incredible. I’ve been working. We were working 7 days a week before this went live. Now, we’ve increased our sales. We’ve increased our staff. We started off with 4 people, we’ve increased from 10-15 over the next month. We’ve been able to break into two new areas including Birmingham, which is a city of about a million-people rounded. We’re still trying to catch up, so I mean conservatively for residential, I would say we’ve probably had at least 100-150 qualified leads that we could actually ride here locally. And probably 5 commercial jobs that we will probably end up landing. So, I mean in terms of capitalistic growth for a start-up company there’s no type of marketing that could have been more successful than this.

Interviewer: What happens when you created the ads and it went viral, how did you handle the leads?

Zach: Yeah, Chris and I, we’re both in our early thirties. We don’t have kids and we’re not married so we have a lot more time than most people do and I’m looking out for a lot of professionals in other industries. So, we brought in people from outside the roofing industry. We believe that there are a lot of talented people that don’t know about the contracting industries and the trade industry, and they don’t realize how much money is in it. So, a lot of it’s just been personal relationships.

We have able to contact a lot of people who want to work with us, but the way I’ve been able to bring people is to find people in other industries that have sales and marketing experience, close the deals and bring them in. And so, a lot of us have been personal relationships and building our team and we’re real big on hiring professionals versus just guys with experience and working industry. Those guys have bad habits so we’ve been really successful in bringing people outside of roofing and making them successful.

Interviewer: That’s great and how did you guys partner with those gun stores? Tell me about that. Did you say let’s have an affiliate type of relationship?

Zach: Yeah, I’ve got a friend of a friend who’s a disabled veteran like myself and he’s a former Marine. I called him up, I said I got your number from a friend, I heard you were a disabled vet. He said, yep, and he sent me a link to his website. He’s the real deal and owns a very, very, very, good gun supply store here in the area. So, I just pitched him the idea and he loved it and we kind of went from there. It’s pretty bad ass the way he’s got it set up. As soon as we get a homeowner that qualifies, he gets the information he sets them up online. They’ll have their own account and they can apply their voucher to their online store, just like that, so it’s a pretty cool deal we’ve got.

Interviewer: You guys did a different ad with the one in Colorado? I only saw it once but it was basically the same type of strategy you offered. Can you talk about that ad?

Zach: Yeah, so I’ve got a friend of mine, he got out of marketing as well and that sort of roofing industry. And I wanted to put something to my roofer that I work with here and see if he’d be interested in doing it. He said do you have any ideas for Colorado, and I said yeah. I said nobody has done it the way we have, and as soon as I said it, he said, oh my gosh, it’s perfect.

And I said get a roof, get some weed, would be a killer ad because they said it would go viral and there’s no doubt about it. I said the national media is one thing, but having the local media is what you want. Without giving the keys to the castle about how we do our business and how we’re going to go so viral, but the whole concept is to get attention and if you can get on local media sites, with a viral ad you have an opportunity to get SEO backlinks from articles that are written. Obviously, you’d link us back there’s a reason for that, SEO backlinks

Obviously, you’d link us back there’s a reason for that, SEO backlinks are greatly going to increase your Google ad algorithms where you’re going to rank higher, your SEO searches and once you’re on page one organically for a roofing business, it’s kind of game over at that point. You’ve just got to steer the ship and make sure you don’t run into anything. So, there’s a method behind the madness in why we do what we do.

The guy’s name is Rex Courtly, and I pitched him the idea of get a roof, get some weed, and he loved it.

He’s a former Marine, and he’s a disabled vet as well and since marijuana is legal in Colorado, we had the same kind of concept, we contacted some local dispensaries, pitched them the idea and they liked it and the rest is history.

Interviewer: Perfect! So basically, that’s not really for your company, that’s for your friend in Colorado?

Zach: Yeah, Chris and I are spinning off our own digital marketing company off of this we just haven’t had time really to concentrate as much but there was a fee for the video and we’re taking over his SEO. We’re taking over his Facebook advertising for the foreseeable future and looking, as we grow as a digital marketing company, we’re going to be offering a full suite of digital marketing services including P.P.C. management, Website build, SEO and custom Facebook, but that’s really all we’re going to do. The good thing about my background and selling digital marketing packages, there’s one thing I’ve learned is there’s a lot of products that kind of suck and so how can this be really good at the core product and those which we build the marketing programs off of.

Interviewer: Cool, I wish you luck. One last thing you mentioned before we talked was about Commercial Roofing Leads. Are you guys looking to grow that side of the business?

Zach: Yeah well first off, I wanted to compliment you on…that’s a bad ass funnel site you have. Yeah, so my partner Chris, is obsessed with those sites. He thinks that they’re still fun and some of the things that they were doing as well I agree with them. What you capture is information and now you had a chance to land and decline it. I was impressed by that and so we are looking to break into commercial part of what we are now. And I hired a really smart guy from our hometown who worked for a company called roofing Atlanta, and they were twenty million dollar a year commercial roofing company.

So, when I saw the offer of what you have, we know that our commercial leads are going to come. And we’ve been just treading water now trying to see with all the leads that we have, but residential is how you pay the bills, but commercial is where we want to get to with our company so we’re doing fewer jobs and making more profit off of them and we’ve got the people to close the deals.

Interviewer: Perfect and so what we do is a paper click campaign, that’s the easiest way to generate. We have other business development strategies, but mainly what we do is pay-per-click. It’s pretty effective. Usually, we start seeing results within the residential resource within 24 hours, we start getting phone calls and residents and commercially, within a week. It’s a very powerful strategy.

Interviewer: Tell me about your Facebook Ads. What strategy do you guys with Facebook Advertising?

Zach: We run our videos, if you go to our Facebook page you get to see a lot of the stuff that we write. Hail maps have been very successful for us. We have to pay a lot of money to get Hail maps program, but it’s been really successful for us, particularly when you can go hyper-local and you can pick out an actual neighbourhood that was damaged by a hail, that’s got really expensive roofs and just put in a dot and say, you live here and then just run the ad.

That’s something that’s been super effective for us, is running super hyper local adverts versus just the amount and just the hail areas, that happened in the specific neighbourhood, and then targeting the people in those areas with that ad, because that way if you get someone in that neighbourhood, they go, holy crap that is literally the neighbourhood I work in, or the live in. That that’s pretty powerful for people and you know as well as I do, your return on investment and roofing is very good.

Interviewer: It was great talking with you.

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 Ultimate Guide To Roofing Leads

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.


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.


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:


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 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”


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.


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 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.


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.


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.


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.


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.


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


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.


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


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.


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


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: 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: 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


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’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:

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.


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!