All Posts by Mauricio Cardenal


About the Author

I help roofing businesses generate more clients online

roofing ads
May 27

5 Roofing Ads You Can Try To Get More Jobs

By Mauricio Cardenal | Marketing

5 Roofing Ads You Can Try To Get More Jobs

How does a roofing company stand out in a crowded market? Roofing ads can no longer simply rely on offering the lowest price for a job.

Competing on price is a race to the bottom that ultimately no one wins. With so many choices available, consumers are looking more and more for the value provided by companies. Let’s explore 5 types of roofing ads designed to provide more value while helping you stand out from your competitors.

Weather Specific

Is your business located in an area that regularly encounters severe weather? Hail, hurricanes, and tornados can cause tremendous damage to roofs, and as a result, provide opportunities for roofing contractors. Promotions could be offered for repair work during hail or hurricane season. Alternatively, you could offer free assessments to determine the viability of a homeowners roof before the season begins.


Much like the weather specific ads, these ads are tied to the changing of the seasons, such as from fall to winter, or winter to spring.

Changing temperatures and increased snow/rain could cause serious issues such as leaks – issues that could be addressed or even prevented by a roofing contractor brought in at the right time. Obviously, these ads should be timed correctly to coincide with the appropriate season.

Green/Energy Efficient Roofing

If your business specializes in using green roofing materials or more energy efficient techniques, this can be a powerful unique selling proposition (USP) for ads. By focusing on the money homeowners could save by using your services, you provide value that makes the cost of a roof replacement much more cost-effective. Green construction techniques are also very popular at the moment, and that popularity can help generate extra attention for your business.

Show Don’t Tell: Portfolios

While an ad cannot show an entire portfolio of your past work, you could use ads to highlight high-profile projects or even to display the craftsmanship of your work through close up images.

If your business prides itself on providing a clean worksite, this imagery can be used in ads as well to give customers a good idea of what they can expect when you work for them.

Lead Magnets

This type of ad has been around for a while. The idea is that through the ad, you offer prospects a piece of valuable information, such as a checklist for preparing your roof for winter, tips on dealing with small leaks, or even a guide to choosing a reputable roofing company.

This piece of information is called a lead magnet, and it allows you to build credibility with prospective customers while giving you the opportunity to nurture the lead to eventually become a customer. These ads are simple and are focused entirely on the lead magnet itself.

These are just a few of the types of roofing ads that you can use to generate more leads, and ultimately, more business. Don’t be afraid to experiment with the different types, but remember: the key to marketing in the 21st century is to lead with value. The more value you offer your customers, the more likely they will come to you when the time comes to hire a roofing contractor.

7 Roofing Contractor Marketing Strategies
May 26

7 Roofing Contractor Marketing Strategies

By Mauricio Cardenal | online marketing

It happens far too often.

Roofing companies wait until the business gets slow, and then pours effort and money into roofing contractor marketing, only to stop marketing as soon as business picks up again.

This kind of haphazard, start/stop marketing is not only ineffective and inefficient, it’s often a waste of money and resources over the long term.

Below you’ll find a collection of roofing contractor marketing strategies, some of which are sadly underused, that will help you create sustainable and effective marketing over the long term.

Build a Content Plan

Content is much more than a blog or social media posts.

It’s a collection of assets used by your business to generate leads and create conversions. A content plan is exactly what it sounds like – a detailed and intentional plan for a specific period of time that describes exactly what material will be created, what its purpose is, and where it will be used.

The content you create must build trust, educate prospective customers and encourage leads to convert. When a comprehensive content plan is baked into your business, you always have a method for generating leads and maintaining contact with prospective customers, without the inefficiencies of start/stop marketing.

Own your Web Presence

In the early days, all you had to do was create a website. However the world has changed drastically, and the “if you build it they will come” model is fatally flawed.

Participating in rating and review sites, being active on social media, maintaining your business information on local web listings and regularly sharing relevant, value-focused content to prospects are fundamental to owning your web presence.

Be Flexible with your Lead Generation Tactics

Lead generation rarely comes from one source 100% of the time. The most effective forms of lead generation take advantage
of multiple channels, such as advertising, referral generation, and social media to create enough repetition, credibility, and trust to motivate a prospect to call or schedule an appointment.

Committing your roofing contractor marketing efforts to delivering value-focused content wherever and whenever possible is the key to making this work over the long term.

Have a Lead Conversion Process in Place

Many roofing contractors succeed in generating a steady stream of leads, but fail to have a process in place to convert those leads.

It’s essential to continue the positive experience the lead has had up to now, begun by the marketing, and nurture them along the path to being a customer.

Decisions concerning roofing often take months or longer, so having a path for the lead to follow as they get closer to making that decision is as important as the process of generating the lead in the first place.

Harness the Power of Video

Video is a powerful marketing tool that very few roofing contractors take full advantage of. You can invest in a professional production company to make a commercial video, or create lower-budget “how-to” videos to educate prospective customers (how to select a new roof, what to look for in a roofing contractor, etc.).

This kind of content – optimized for YouTube search – helps to build credibility and trust, encouraging visitors to become leads and eventually, customers.

Be Part of the Conversation

In today’s internet-driven world, what other customers say to each other about your business is as important as what you have to say yourself, maybe even more so.

Roofing companies are beginning to realize how important online rating and review sites are to lead generation and marketing in general.

Many prospective leads will now check reviews made on HomeAdvisor, Facebook, and Google, and base their decision largely on the experiences of other customers. For better or for worse, your customers are online talking about you – it would be in your best interest to be part of that conversation.

Make Marketing a Habit

Marketing is not an event. It has no end date. It must be built into the everyday structure of your roofing business if it’s going to succeed. The strategies we’ve discussed here work most effectively when they are implemented each and every day in a system, a continuous (but also flexible) process that never really ends – it evolves as your business grows.

Whether you use one or several of these strategies in combination, what matters is that you have some sort of strategy. It’s a harsh truth, but a roofing business without a strategy is a roofing business that’s set up to fail.

marketing for roofing companies
May 23

Marketing For Roofing Companies: 4 Unique Strategies

By Mauricio Cardenal | Marketing

Marketing for roofing companies is absolutely essential, whether the business works with residential customers, commercial clients or a combination of both. While no amount of marketing will ever replace excellent workmanship, work of the highest quality won’t mean anything if customers don’t know the company exists.

Enter marketing, along with its partner, strategy.

Here are some tips for building a solid and effective marketing strategy for your roofing company. Many are “old school” in nature, but when used in conjunction with more modern online marketing techniques, they can provide the extra personal touch that helps a client choose your business over a competitor.

Know your Audience

One of the most fundamental rules of marketing in any industry is to know your target audience. Interestingly, residential customers tend to fall in one of two camps:

The Procrastinator

These are the people who wait until their roof is in very poor condition because they’ve put off getting a new roof or getting the existing one repaired. Marketing to the Procrastinator is all about education: The practical benefits of a new roof, such as leakage protection and energy savings.

Procrastinators often put off roof repairs due to the perceived cost, therefore your marketing should reflect the cost-effectiveness of your work and the value-for-dollar you offer.

The Beautifier

This customer is focused mainly on increasing the curb appeal and ultimately the value of their home. Marketing to the Beautifier should speak about the quality of your work and your ability to provide a selection of beautiful roofing materials that will add value and elegance to a home.

Establish a Consistent Visual Brand

Your roofing company should have a single logo that you use consistently on all materials seen by customers. This branding should be prominent on any vehicles you use, on all your documentation and on signs along the job site. It seems like a small thing, but it creates an image of professionalism and credibility in the eyes of prospects and can be an effective form of passive advertising.

Keep in mind that if you do use branding on the job site, it must be kept as clean as possible to avoid having your business name and brand associated with a messy site.

Learn from your Clients

When beginning a new job, ask clients how they found out about you. This information can be invaluable for determining which marketing methods are working well and which are not.

For example, if a lot of your clients seem to come from Facebook, it might be worth investing a little more in that area in future.

Keep in Touch

Keep a database of your customers and leads to whom you’ve provided estimates. Touch base with them once or twice a year with value-focused content, such as an information guide or checklist.

This helps keep you “top of mind” for those leads who may not have yet made a decision about hiring a roofing company.

Contacting your clients a week or two after you finish a job to make sure they’re satisfied is also a great way of reinforcing great service, showing you care about the quality of your work and increase the chances that they will refer you to others.

Partner with Related Businesses

Create and nurture relationships with local realtors, banks, and landscapers.

Set up mutually beneficial marketing efforts such as displays, business cards or brochures in your respective offices for the benefit of clients looking for information.

Creating a “collection” of services is a convenience for customers, and creates a sense of credibility. (If a bank they trust associates with your business, the client is more likely to extend that trust to your business, and vice versa.)

Whether you prefer “old school” or modern techniques, marketing for roofing companies is absolutely essential. Neglecting them will make it difficult, if not impossible, to grow your business. Just remember that marketing must be a continuous process, not an event. Making use of the techniques described above will give you happy customers, a continuous stream of business, and an edge over your competitors.

5 Roofing Advertising Strategies
May 22

5 Amazing Roofing Advertising Strategies

By Mauricio Cardenal | Marketing

For a roofer, a successful business starts by providing a quality service at a fair price. However, that alone won’t guarantee you success.

The market is more crowded than ever and prospective customers have far more options thanks to the internet. Roofing advertising strategies can take many forms, from online retargeting to simply following up on completed jobs to check on your customer’s satisfaction. We’re looking at 5 different strategies you can use to help grow your roofing business.

Create Unique Promotions

Community involvement can create a scenario where everyone wins. The community feels supported, and they, in turn, are more willing to support your business.

In the case of a roofing advertising strategy, try selecting a household every 1-2 months that needs a roof, but may not be in a financial position to afford such a renovation.

Applications or nominations can be created to decide who the recipient will be, which creates positive exposure. People will want to do business with you because you’re the company who is willing to help that struggling family get back on their feet, and you have the satisfaction of knowing you’ve supported a good cause. Win-win.

Make use of Retargeting Ads

The purchase of a new roof is a decision that many homeowners put off due to the costs involved. As a result, it can take months or more for a lead to finally become a customer.

Retargeting ads keep track of visitors to your website and offer up your ads to them as they explore the internet. While the lead may not click on the ads, they will see them, keeping your business “top of mind” until the moment when they finally choose a roofer. Retargeting increases the chances that the roofer they choose will be you.

Show your Work with a Portfolio

A comprehensive portfolio of past projects is a great way to demonstrate the quality of your work to prospective customers. Close up images of the craftsmanship that goes into your projects help build credibility and give customers an idea of what their roof will look like.

Also, if one of your value propositions is that you offer a tidy worksite, images of a project throughout its phases would also be great for demonstrating value to customers. All these images can be displayed on a portfolio page on your website, and used (with the client’s permission) as social media content as well.

Optimize your Search Advertising

Ranking as high as possible in local search results is essential to drive traffic to your website. There are three primary ways to ensure your business is as close as possible to that coveted top spot on search results: Pay-per-click advertising, Google My Business, and organic web listings.

Pay-per-click (PPC) ads are run through auction-based systems like Google Adwords and Bing Ads, allowing you to show in the top positions (reserved for paid ads) where you can control the ad copy and landing page.

Google My Business is a Google Maps listing and review platform that you can optimize your descriptions and customer reviews. Organic website listings are created by optimizing your website for keywords, gaining backlinks (links from other sites), maintaining an active social media presence and regularly updating your content (such as a blog).

Lead with Value

This is a primary tenet of marketing in the 21st century. By providing prospects with value (information, tips, etc.), you’re laying a foundation of trust and relevance that’s impossible to replicate any other way.

Provide tips on fixing a leak, or ensuring that their roof is ready for inclement weather, or even how to choose a roofing contractor.

When the time comes to purchase a new roof or repair an existing one, they’re more likely to come to you, mainly because you’ve provided so much value in the past, and because you’ve developed a relationship over time.

Standing out in a crowded market involves much more than just a low price. You need to provide real value for the dollar and be willing to nurture relationships over time to turn leads into customers.

How To Get Roofing Leads
May 21

How To Get Roofing Leads

By Mauricio Cardenal | Marketing

How To Get Roofing Leads

Online marketing is a powerful tool for roofing businesses looking to generate leads – but only when it’s used properly.

Quite often, roofers fail to get the most out of online marketing and end up with results that are hardly worth the time and money invested. What follows are tips and strategies showing you how to get roofing leads in your business.

Optimize your Website for Conversions

Your website is one of the most important parts of your lead-generating efforts. Even if prospective customers find out about you offline, they’ll likely visit your site to learn more.

Simply put, your website is often the first impression customers will have of you, so it’s important that it reflects well on you and your roofing business.

For a roofing business, a website is more than just an information source. It’s also a tool for converting visitors into leads. That means it has to provide value, make contacting you as painless as possible and use powerful calls to action to motivate prospective customers.

Dominate Search Advertising

Ranking as high as possible in local search results is essential to drive traffic to your website, traffic that could potentially become leads. There are three primary ways to ensure your business is as close as possible to that coveted top spot on search results: Pay-per-click advertising, Google My Business, and organic web listings.

Pay-per-click (PPC) ads are run through auction-based systems like Google Adwords and Bing Ads, allowing you to show in the top positions (reserved for paid ads) where you can control the ad copy and landing page.

Google My Business is a Google Maps listing and review platform that you can optimize your descriptions and customer reviews.

Organic website listings are created by optimizing your website for keywords, gaining backlinks (links from other sites), maintaining an active social media presence and regularly updating your content (such as a blog).

Invest in Video Marketing

It would be a mistake for any article designed to teach you how to get roofing leads to fail to mention one of the most popular methods for sharing information online: Video.

While it’s a powerful marketing tool, few roofing companies take full advantage of it. Whether you decide to invest in a professional production company to make a commercial video, or create lower-budget “how-to” videos to educate prospective customers (how to select a new roof, what to look for in a roofing contractor, etc.), this kind of content – when optimized for YouTube search – helps to build credibility and trust, encouraging visitors to become leads and eventually, customers.

Make use of Retargeting Ads

Purchasing a new roof or repairing an older one is a decision that many people will take their time making. Unless the roof is badly damaged, some leads can take months to make a final decision on a roofer. Retargeting keeps track of visitors to your site and offers up your ads to them as they explore the internet. While the lead may not click on the ads, they will see them, keeping your business “top of mind” until the moment when they finally choose a roofer. Retargeting increases the chances that the roofer they choose will be you.

Differentiate your Business

It’s an easy trap to fall into – to assume that as a roofer, you’re just like every other roofer. This kind of thinking makes winning customers a matter of luck. Roofers who dominate in their marketing do so primarily by developing a unique selling proposition (USP).

A USP identifies the specific and unique benefit you offer your clients, it clearly shows how you can solve a customer’s problem and it differentiates you from the competition by offering something they don’t/can’t. A USP is rarely ever related to price. It’s a benefit that makes a lead think, “These are the people I need.”

Manage your Reputation

At some point, most of us have asked friends or family who has worked with a local company what their experience was like. With the explosion of the internet and the creation of online review sites, this common act takes on a whole new level of importance.

What other customers have to say about your business is now as important as what you have to say yourself. More and more roofing companies are realizing how important online review sites are to local lead generation.

Many prospective leads will now check reviews made on HomeAdvisor, Facebook, and Google, and base their decision largely on the experiences of other customers.

Closely monitoring what’s being said online about your business and responding to negative reviews with suggestions for rectifying problems can go a long way to ensuring an error now doesn’t cost you later.

Be Willing to Play the Long Game

Marketing has always been, and will likely be a long-term enterprise. The companies who succeed in marketing understand that not only do campaigns need to be given time to work, they must be flexible as well. Not every effort will work. When some part of your marketing fails or doesn’t provide the desired results, see it as a learning opportunity and try to determine why it failed – and be willing to put something new in its place. This process of flexibility and persistence will help you generate leads – and business – over the long term, long after your competitors have thrown in the towel.

Break Even With Your Marketing Investment
May 19

Break Even With Your Marketing Investment

By Mauricio Cardenal | Marketing

Break even with your marketing

Russell Brunson of Clickfunnels fame states that the goal when creating a sales funnel is to break even with your advertising.

This means that for every dollar you spend you get $1 in return.

Depending on the type of business you are in this might take a few weeks or a few months to get there.

There are many businesses that actually lose money on the front end of their business but make money on the back end.

What this means is that they lose money when they acquire a new customer usually by giving something away for free but make money on the backend when they sell them their main products/services.

This is what Russell Brunson, Tony Robbins, and Brendon Burchard and others do when they give away their books for free.

They know they can do this because they know exactly how much they will make from the people that opt into their funnel.

In the roofing space, depending on the type of business and the type of customers you are going after this same principle applies.

Let’s break this down.

For most roofing contractors that focus on selling residential roofs, a small roof replacement is about $10K with about $2k in profit.

If you apply Russell Brunson’s principle what this means is that you can spend up to $2K in advertising to acquire that single customer.

I am simplifying these numbers to make an example.

The whole point of this is to make you aware of the mindset behind some of the most successful marketers and entrepreneurs in the world.

The numbers are not important. The mindset is.

How Much Is A Single Customer Worth To Your Business?

A number that you need to figure out is what % of new customers turn into a referral?

If you understand this number you can understand the true value of a single customer to your business.

In commercial roofing, a single customer can potentially generate millions in revenue for a business.

For example, a property manager can potentially refer you dozens of customers.

The commercial marketing game is not about volume but about quality.

Marketing as an investment

If you view marketing as an investment your mindset will change.

You will understand there will be wins and losses but the result won’t stop you from doing what have to do.

A roofing business is a marketing company that sells roofs.

If you believe this you will do whatever it takes to figure this out.

You won’t stop marketing because of a bad result.

You will learn digital marketing even though you are not “technical”

You won’t stop trying to understand what makes your customers say yes to you.

Have you ever conducted customer interviews and asked them why they bought your services?

This type of feedback is gold for your business.

Don’t stop advertising even in the Winter

In the U.S. recessions from 1980-1985, McGraw-Hill Research analyzed 600 companies. The businesses who continued advertising and outspent their competition during the 1981-1982 recession hit a 256 percent growth by 1985.

This stat shows you that the companies that are advertising and getting new customers, as a result, will always beat the business who stop advertising.

In simple terms, the company that is willing to spend the most to acquire a single customer wins in the long run.

Break even with your marketing

Let’s give over an example to illustrate this.

There are two roofing companies in Tulsa.

Company A and Company B.

Company B is much older than Company A.

They are both about the same size. They each do about 2 Million per year and about 150 roofs/year.

They each spend about $50,000 in advertising per year.

Company A decides to commit and invest heavily in their marketing the following year.

They spend $100,000 the next year and company B stays the same at $50,000.

Company A decides to take an iterative approach to their marketing. They experiment with many different channels to figure what works best.

They take the long-term view and understand that marketing is always changing.

They are trying to figure out what works best and provides the highest ROI.

Company A has a successful year and as a result of the increased advertising completes 175 roofs. Company B stays the same and does 150 roofs for the year.

Company A actually makes less profit than company B because it took them a few months to get their marketing to break even.

Even in the winter, they did not stop their advertising even though they couldn’t work on a roof.

The following year Company A decides to increase their advertising budget again to $150K but focus more on the channels that got results for their business.

They also decide to invest heavily in their brand.

They create videos, write articles, do interviews on podcasts, etc…

By the end of the year, they’ve doubled their business to 300 roofs and even increased their profit margins.

Company A is now double the size of Company B.

Company B is wondering how in 2 years they’ve lost so much ground to the competition.

Company B viewed marketing as a cost like an office rent or office supplies.

Company A viewed marketing as an investment.

They took the long term view of their business and visualized where they wanted to be in a couple of years.

One of the things that company B failed to understand is that they are a lot of hidden benefits to marketing as aggressively as company A did.

Besides the direct customers that you get from your advertising, you also get a lot of referrals as the result of these new customers.

Referrals are the holy grail of leads.

The main reason why you want to break even with your marketing investment is so you can generate more referrals from your new customers.

Referrals are always going to be the highest quality leads.

Referrals are the easiest to convert and pay you the most.

The whole goal is to create an online customer acquisition system that consistently generates new leads that will turn into new customers that will turn into more referrals.

Don’t Ignore Your Brand

Branding is more important than ever

Everything today has become a commodity.

Break even with your marketing investment

A consumer has literally thousands of choices with a few clicks on their phones.

A savvy consumer can immediately look at your reviews and get an idea of the type of company by just doing a few searches.

This is why it’s more important than ever to build a brand.

When you invest in your brand you will no longer be perceived as a commodity.

When you are seen as a commodity you wave the white flag and surrender to the momentum of the marketplace.

The construction industry is booming today which makes easy to overlook this critical factor.

Building a brand is about securing the long-term value of your business.

The benefits of good branding are enormous.

You can charge premium prices.

Your selling will be easier.

Referrals will be easier to generate.

It will be easier to recruit new employees.


If you are breaking even with your marketing you are fortunate.

The vast majority of marketing campaigns fail.

Once you’ve broken even with your market you can focus on optimizing the two main drives of your customer which are customer acquisition and customer lifetime value.

What do you think?

Are you breaking even with your marketing?

Know, like, and trust
May 17

15 Ways To Get People To Know, Like, And Trust You

By Mauricio Cardenal | Marketing

We live in a low-trust society.

People are skeptical of claims.

They have been bombarded with ads for so long it can be difficult to tell who is BSing vs. who is telling the truth.

One of the best ways to overcome this is to create the know, like, and trust factor in your business.

For years, smart salespeople have known that people buy from people they know, like, and trust.

A face to face meeting is one of the fastest ways to build the know, like, and trust factor.

However, a face to face meeting is not the only way to create the know, like, and trust factor.

You can do this online too.

The best way to incorporate this mindset into your business is through a mix of offline and online strategies.

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

Here are 15 strategies that you can use to build the Know, Like, and Trust Factor in your business.

Be clear on who your target market is and speak their language

Before we start you have to really understand who your target market is. Without a crystal clear understanding of your target, you will never reach your destination.

The best way to understand your destination is by creating a customer avatar for your business. Here some articles on how to help you do this for your business

5 Ways To Get Them To Know You


Networking is a great strategy for creating opportunities for your business. Most people do not know how to network.

They approach networking with a me-first attitude instead of a help you attitude. For years, I made this same mistake.

When networking with others remember to provide value for the person you are meeting. If you can connect people with each other you’ll be more valuable.

I would recommend that you read the book Never Eat Alone and How To Win Friends and Influence People to learn how to network.

know like trust


One of the best ways to position your company as an authority is to host seminars. Seminars are a great way educate your prospects and make more sales.

If you spend a few hours educating your prospects going over every objection it should be easy to close deals at the end of the seminar.

Facebook Videos

A great way to create awareness of your company and get people to know you is by doing videos

You can create a series of videos that educates homeowners on different aspects of a roof.

You can share things about your clean up process, an upgrading shingle product, what to do in the event of a hailstorm etc.

The opportunity for Facebook videos is immense. It is incredibly cheap to get people to watch your videos.

Door Knocking

The most popular way that roofing companies generate new opportunities is through door knocking.

A few of my clients generate leads through online marketing and use that opportunity to knock the other houses that are nearby.

This way a trip won’t get wasted and online leads will be more valuable.


You can sponsor popular events in your city to create awareness of your business. A person won’t do business with you unless they know who you are.

This is a great way to build relationships with your community.

5 Ways To Get them to like you

Build rapport

Building rapport is one of the fundamental ways that you can get people to like you. People like people who are like them.

I’m not going to go over all the different strategies you can use to build rapport but one thing you have to remember is to build commonalities with a person.

If they like football, talk about football.

I usually keep it simple and ask about the weather. The weather is a topic that is easy to relate to.

Be Authentic

People like people that are authentic. If you are perceived as real people will more likely forgive you for your faults

I would recommend that you invest in getting a photographer and having images of you and your team on all your marketing materials.

People will perceive as more authentic if you have real images of your business.

know like trust

Be Nice

I know it sounds obvious but if you are a dick then people won’t business with you. You should be nice and be upfront with your customers.

People will more likely trust and like you if you come across this way.

Reply To Your Leads As Soon As Possible

“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.”

“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.” source

There is nothing more unprofessional when a business does not pick up their phone during business hours.

People like doing business with professionals.

Commercial Video

A 30-60 second commercial video is a great way to build trustability in your business. People want to do business with real people.

When you make a commercial video and use it for your business it can lead to higher conversion rates

5 Ways To Get them to trust you

Give something away for free

How many contractors do you know have given something away for free?

When you give something away for free it gives people more reason to trust you.

The best things to give away for free are things that will position your company as the expert and authority while at the same providing valuable information that helps people.

This can be online in the form of guides or it can be offline in the form of seminars.


Testimonials are a great way to establish trust with your customers. Claims are much more believable from a neighbor than from a salesperson.

When it comes to testimonials you should follow the star, story, solution format.

This copywriting strategy will help you create a great testimonial.

Case studies

Case studies are beefed up testimonials. They are a great way to paint the picture of your expertise.

People want to do business with experts.

When you have documented proof of your work and it follows a case study format it will provide you with a rock-solid boost of trust.

Provide Your Opinion

Sometimes when you are inspecting a roof a customer might only need a repair vs. a replacement.

When you provide your real expert opinion this will establish trust in the relationship.

Even though you might lose a sale this will create goodwill in your community. You might even get a referral because of your feedback.

It’s important to always do what’s in the best interest of your customers.

Online Reviews

Online reviews are like the modern referrals. Over 88% of consumers trust online reviews.

Savvy consumers will check your reviews before they buy your services.

What do you think they will do if you have no reviews on your business?

It will hurt your business.

If you have hundreds of positive reviews it will get more people to trust you.





These three things are incredibly important to maximize your results. For years, this has been the domain of salespeople but know you can apply the same principles in your business online and offline.

Maximize your results by getting your customers to know, like, and trust you.

Are You Relying On The Momentum of the Marketplace?
May 11

Are You Relying On The Momentum Of The Marketplace?

By Mauricio Cardenal | online marketing

Are You Relying On The Momentum Of The Marketplace?

Are results all that matters in business?

For a long time, I thought that results were all that matter in business.

Two recent books that I’ve read have changed my perspective on success and randomness.

What I Learned by Losing A Million Dollars and Fooled by Randomness both provided great examples of how success in business can be completely random or pure luck.

I always thought if you are successful in business it was because of the person’s talent/hard work etc and nothing to do with luck.

What I Learned By Losing A Million Dollars tells a story of a hotshot trader named Jim Paul who is good at making money

In a short 5 years, he becomes the youngest and most successful trader in his firm.

One of the biggest mistakes he makes is that he personalizes success. What this means is that he thinks the success he is having is because of his talent and decision making.

Instead of realizing that success can be a result of capitalizing on a good opportunity, being at the right place at the right time, or even being just plain lucky.

His repeated success convinces him that his shit doesn’t stink until one day he blows up, loses a million dollars, and gets fired.

This crushes him but instead of never coming back, which is what most traders do, he learns the reasons why he blew up.

He learns that he was having success in spite of doing the wrong things.

The main lesson I took from the book was in business you can have a lot of success but be doing all the wrong things.

In Fooled by Randomness, Nassim Taleb provides many of these same examples through different anecdotes.

What Is The Point Of This?

One of the big lessons from these books is that success can be random and people should not personalize success.

There are many reasons why businesses succeed in the marketplace.

I believe one of the reasons many roofing businesses are having success is luck (You can say that about a lot of industries, not just roofing).

They are relying on the momentum of the marketplace to drive new business.

Young people are not entering the trades as much as before and this provides a big advantage to the incumbents.

Momentum Of the marketplace

What would happen if there is a sudden surge of young entrepreneurs who are technically literate and bring that knowledge to the marketplace?

Would these older companies have the same market share?

I doubt it.

What would happen if the economy crashes like in 2007-08?

Would many roofing companies survive? Or they get swallowed up by the competition?

Well, actually we already have the answer to those questions.

In 2007-08 when the economy crashed more than a quarter of construction companies disappeared.

The companies that survived had a strong foundation. They suffered too but they survived.

Let’s go over another example.

Let’s say there is a hypothetical contest.

In the contest whoever jumps off a bridge and survives gets a 1 billion dollar prize.

100 people decide to take the challenge.

There is 1 winner who miraculously landed on a bunch of pillows and walks with no injuries.

The other 99 people die.

Are you relying on the momentum of the marketplace?

This is a far-fetched analogy but this is what the entrepreneur world is like.

Most businesses fail.

And even the businesses that succeed might succeed but for the wrong reasons.

This is called the survivorship bias.

What is the Survivorship Bias?

“Survivorship bias or survival bias is the logical error of concentrating on the people or things that made it past some selection process and overlooking those that did not, typically because of their lack of visibility.” Wikipedia 

Systems or People?

People are unreliable.

Systems are reliable.

We have a limited understanding of our world and when something is successful it might be pure luck.

When we make decisions based on past experiences we personalize our success or failure.

When we create systems for our decision making we are more likely to make the right decision.

This is why it’s important to create systems in your business.

When you have systems for your leads, sales, production, and other processes your success can be more consistent.

There many roofing companies that see their businesses cut in half because there wasn’t a storm in their market.

When you have systems in your business you won’t have to rely on the weather to drive new business.

Success would be less random.

Negative Experiences

In Fooled by Randomness, Taleb argues that the past is deterministic. This means that we judge the past based on the result when we should be judging the past based on the information available at the time.

When we make decisions we are making decisions based on our limited understanding of the world.

Whether something works or not can be based on random factors that sometimes cannot be anticipated.

This is a big reason why marketing results should never be guaranteed.

Marketing is a crapshoot.

Even if we follow a formula of past success this does not guarantee future success.

Random things like the weather, new regulations, or new technology can affect future outcomes.

This is why it’s important to see marketing as an investment vs. a cost.

With a cost, you will never get a return.

You buy something and you’ll never see your money back.

When you invest in something you might get your money back or you might not.

The point is that you don’t use the result to determine your future decisions.


If you personalize success and believe that you are the main reason for having a successful business you are setting yourself up for a huge crash.

The majority of roofing business owners are operators and not entrepreneurs.

They are having success because of the momentum of the marketplace.

What happens when the momentum stops?

Email Marketing Roofing Contractors
May 05

The Email Marketing Guide For Roofing Contractors

By Mauricio Cardenal | email marketing

The Email Marketing Guide For Roofing Contractors

Replacing a roof is a big investment for many people. It’s also a pain in the ass for a lot of homeowners dealing with the construction of their homes.

For roofers, replacing a roof is not a big deal since they do it every day but for a homeowner or a commercial property owner, it can be a huge deal.

This is why it’s important to build a relationship.

One of the best ways to build a relationship with your customers is through email marketing.

Nothing will ever replace a face to face meeting but the next best thing is email.

There are close to 4 billion people in the world that have an email address which makes it the most popular form of communication online.

Email marketing has been the most effective marketing channel for my business. Not many people email their list but I do it 4-5 times a week.

This constant follow-up puts my business top of mind.

For roofing contractors, it’s not necessary to follow up with your leads as much as I do.

However, email marketing is one of the most effective ways to nurture your leads.

Email Marketing has been around since the 1990s. It was the first form of internet marketing.

Even though most people don’t open their emails as much as they used to, email marketing still has the highest ROI of any online marketing channel.

Here are some stats that back what I am saying:

“Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search.” source

“Time and time again, you’ve been asked to prove the effectiveness and ROI of your organization’s marketing efforts–especially when it comes to email marketing. And email marketing is the king of the marketing kingdom with a 4400% ROI and $44 for every $1 spent.” –source

The Money Is On The List

The list is the most important factor in the success or failure of any email or direct mail campaign.

How relevant is your list with the offer you are making?

If you want to target homeowners that have been hit by a storm make sure that their address was on the swath of the storm.

In the roofing space, most of the customers you’ll serve are one time customers.

This is the biggest challenge you’ll face in building a database.

email marketing roofing contractors

Since many of your customers are going to be one time customers can be difficult to build that relationship so you can sell them other services.

However, you can use this list of people to generate referrals or sell them other services.

There are many roofing contractors that are also general contractors that can sell their customers other services.

Use A Lead Magnet To Build Your List

A lead magnet is an ethical bribe that is used to get someone’s personal information in exchange for a piece of content that you provide.

The best lead magnet is the ones that are most likely to be read.

A lead magnet won’t have much had an impact unless they are consumed.

This is why I prefer short one-page lead magnets that are easily consumable but have valuable information.

Examples include:

  • Checklists
  • Free Guides
  • Free Webinars
  • Infographics

This content will position your company as the expert and authority in your marketplace. On my website, we have a lead magnet that is a checklist.

We get multiple daily email leads because of this checklist. You can have a similar one on your website.

Follow-Up To Make More Sales

The biggest benefit of email marketing is the follow-up.

“Companies using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads.” source

If you are not following up with your leads then you are missing a big opportunity in your business.

You should ask every new lead that comes in your ecosystem for their email address.

You should have all your employees ask for your customer’s email address when they are on the phone, going to an appointment, and whenever they interact with your customers.

You should have a system in place that adds these people to an email list based on where they in the buying cycle.

The more touch points you have with your customers the more likely they will remember who you are.

We live in an ADD world and the company that gets the most attention will win.

Email Marketing Software

There are a lot of different email marketing tools that you can use. The basic ones include:

More advanced email marketing tools include ActiveCampaign and Infusionsoft.

These tools are a great way to create a database and email your list.


Email marketing has the highest ROI of any online marketing channel. It’s not as sexy as Google or Facebook but it’s more effective.

Marketing is supposed to make selling easier.

One of the best ways to build a relationship is through email marketing.

If you are consistent and provide valuable information in your emails you’ll get incredible results.

How To Use Content Marketing To Double Your Roofing Sales
May 01

How To Use Content Marketing To Double Your Roof Sales

By Mauricio Cardenal | content marketing

Content is king

This statement has been said for so many years by marketers that it’s become a cliche.

There is so much marketing content that it can be difficult to make compelling marketing content.

Fortunately, in the roofing space, there are so few roofers that are creating content on a consistent basis that it’s not that difficult to stand out.

There are so many roofing contractors that have decades of experience and knowledge. For some reason, they fail to share this knowledge with others.

Grant Cardone says that when you fail to share your expertise you are a selfish person.

I agree with him.

It’s our responsibility to teach others what we know.

The best way to do that is by creating and promoting content that educates first and sells second.

For the rest of the article, I am going to go over some strategies on how to create a roofing content marketing plan for your roofing business.

Define Your Audience

Before you start producing content you have to first define your audience.

You have to know who your target market is and how you plan to reach them.

If you are producing content for other contractors then they would be interested in different things.

However, if you want to sell more roofs, I recommend that you create content specifically for your homeowner or the commercial property owner.

Content for the homeowner in Florida is going to be different than content for the homeowner in Canada.

Property managers are going to be looking for different things than a homeowner would.

Roofing content marketing

Customer Avatar

When I ask contractors who their target market is I usually get a blank look. Most contractors have never thought about the psychographics and demographic profiles of their customers.

Psychographics is defined as the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Neil Patel does a great job comparing the two

To state it another way, demographics is about objective data, and psychographics is about subjective information. -Neil Patel

3 Questions that can help you develop a psychographic profile are the following:

  1. What are their interests?
  2. What activities do they participate in?
  3. What are their attitudes about _____?

You can go a lot deeper than this but if you get these questions answered you are off to a good start.

How can you get these questions answered?

By interviewing your customers.


Demographics is defined as “market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education.

Demographics can be segmented into several markets to help an organization target its consumers more accurately.”

Once you have a good psychographic and demographic profile of your customers then you can start creating content for them.

Talk like the homeowner

If you are creating content make sure that you keep it simple and talk like you are talking to a 10 year old.

Many contractors make the mistake of talking like they are talking to other contractors.

Your decades of experience and knowledge can hurt you when you are creating content.

Keep it simple and talk like a 4th grader.

Videos or Blog Articles?

If you are a writer, then write blogs.

If you are comfortable in front of the camera then do videos.

I would recommend that you do both.

For some people, doing videos is natural to them.

It was not natural for me but I became better by practicing.

Videos are more powerful than articles because most people would rather watch a video than read an article.

Content Calendar

If you really want to maximize your results and make your life easier I would create a content calendar.

What is a content calendar?

It’s a schedule of the content that you will create.

When brainstorming topics it’s best to do this all at once. For example, I would set aside 30-60 minutes of writing down specific headlines or topics that you want to cover.

You can do this once or twice week, this way when the day starts you already know what you will be talking or writing about.

Advanced marketers recommend that you create different content for each specific channel. For example, Facebook would be different than Youtube, which would be different than Instagram.

I would not do this.

I would stick to creating content and repurposing the content you produce for each channel. If you are live streaming then you would use different devices to broadcast on each channel.

Repurpose Content

Repurposing content can save you a lot of time.

Coming up with new content is the biggest challenge that content marketers have. When you repurpose your content you’ll make your life easier.

For example, you can write an article on the different types of warranties you offer then do a video on the same topic.

I do this all the time with the articles I write and the videos I create.

The Buying Pyramid

Chet Holmes defines the Buying Pyramid as the following:

  1. Percent who are interested in buying “right now”
  2. Percent who are “open to considering such a purchase”
  3. The amount who are NOT thinking about it at this time
  4. Those who don’t “believe” they are interested (based on the info they have at hand)
  5. Those who are definitely NOT interested

You see, Chet polled audiences by the thousands during his live events. He asked for a show of hands if people were “in the market” for such things as tires, cars, home remodeling, carpeting, technology etc.

What he found as, across the boards, only 3% of any market is in the “buying mode” now….”

In roofing, this is the same. There is only a small percentage of people that are interested in a roof.

The most common reason that someone in the market for a new roof is because of storm damage.

One of the biggest benefits of creating daily content is that you’ll be able to reach more people that are in the bottom or in the middle of the buying cycle.

roofing content marketing

Most roofing contractors only focus on the people that are already looking for a roofer.

When somebody gets damage to their roof who do you think they will contact?

The company they know or the stranger that knocks on their door?

We live in a commoditized world where consumers have unlimited options and the only way to stand out is by creating content and being your own media company.


Content is king.

There are few contractors that are producing content on a consistent basis.

This leaves the field wide open for a hungry person that is willing to share their knowledge.

It won’t be easy in the beginning but you will get better over time.

Content marketing is one of the best long-term strategies there is.

Gary V says that every business should their own media company.

If you take ownership and start producing content you will double your sales in a short time.

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