Category Archives for "Marketing"

Micro vs. Macro: The Consequences of Short Term Thinking
Apr 14

Micro vs. Macro: The Consequences Of Short Term Thinking

By Mauricio Cardenal | Marketing

Micro vs. Macro: The Consequences Of Short-Term Thinking

When you everything in your business on a micro vs. macro level you will start making different daily decisions.

Too many business owners think in micro terms vs. the macro.

When you look at things in your business on a macro level you will see the big picture and the consequences of not building an online customer acquisition system.

The failure to build an online customer acquisition system leaves your business vulnerable.

Too many contractors rely on stormy weather to generate new opportunities for their business.

When you rely on the storm you rely on the whims of mother nature to get sales.

As a roofing contractor, you will always be dependent on the weather but it should not be the defining lead generation strategy for your business.

The Consequences of a Sales First Attitude

When you approach your marketing with a sales-first attitude you neglect the needs and desires of your customers.

You might get some sales out of it by approaching your marketing this way, but in the long run, you will get fewer sales because of this approach.

It’s like dating.

You can’t just go straight for sex, you have to first get to know a person and build a relationship.

The Competition is not relevant

When I first started blogging for my site I knew that my audience wasn’t really that interested in online marketing.

Let’s face it, lead generation is not the biggest challenge that roofing contractors face in their business.

But I knew that the vast majority of roofing business owners were not building a business that is scalable and couldn’t survive without them.

Micro vs. Macro: The Consequences Of Short Term Thinking

When I first started working with contractors, I was shocked how far behind they were with online marketing.

My main objective in creating content is to change the attitude of roofing contractors while at the same time educating them.

I also wanted to build my authority so that our sales would be easier.

I want them to see marketing as an investment vs a cost.

If they view marketing as an investment then everything would change.

They would understand the value of what we do and how it can transform their business.

No matter how big our business grows, I can never serve everybody in this market.

It’s too big.

This is why I don’t really care about what the competition is doing.

I have an abundance mindset.

This mindset allows me to see the big picture and not worry about what a competitor is offering.

I want the audience I serve to see the importance of online marketing and the consequences they face if they don’t change things in their business.

There are still too many contractors that are left on the sidelines because of a negative past experience.

These negative experiences prevent contractors from changing things in their business and seeing the big picture of the coming storm.

This is why it’s my responsibility to create enough content and spread my message as far and wide as I can so I can change the attitudes of contractors everywhere.

Go the extra mile

I’m sure you have heard this cliche before. But, how many people actually go the extra the mile to serve and lead?

You should be obsessed with learning how you can serve your customers better.

This obsession will lead you to test what works and what doesn’t work in your business.

This an iterative process that will ultimately put you on a path to greatness.

The Strategy of Preeminence

Jay Abraham’s most powerful lesson provides a template that you should follow in building a legacy.

The Strategy of Preeminence is defined as being seen as the definitive expert and resource for your market and acting as your client’s fiduciary.

When you are acting as a fiduciary you are taking responsibility and putting your client’s best interests at heart.

In order to be seen as the definitive expert and resource in your market, you have to create valuable content and make sure that this content is seen by as many people as possible.

What this means is that it’s your responsibility to go exactly where your prospects are and promote your content in these channels.

For most businesses, especially with roofing, the two biggest channels in which your prospects hang out are Google and Facebook.

Google is where people search for information while Facebook is where people spend their time.

There are two separate forces that are trying to turn your business into a commodity, your competitors and your customers.

This is a great video from Jay Abraham that explains the strategy of Preeminence

When you are seen as preeminent in the marketplace you will never have to worry about being seen as a commodity.

When you approach your business thinking about your customer’s interest before your own you’ll be on your way to achieving preeminence.

There are many contractors who do amazing work for their customers but are not doing all they can in their business.

To achieve preeminence in the marketplace you have to do everything you can to serve as many customers as you can while increasing your bottom line.

This is counterintuitive but bear with me.

When you increase the average transaction value of your service you are delivering more value to your product and looking for the well being of your customers.

If a customer needs a better product that is more expensive it is your responsibility to educate your prospects so they understand why they need the superior product.

What is your Legacy?

When you think on a micro level you don’t really think about the consequences of your business if suddenly you leave or become incapacitated.

Micro vs. Macro: The Consequences Of Short Term Thinking

For me, I want to build a legacy for my business. I want it to survive and thrive even if I am not around.

When you think about your legacy you understand the importance of the daily decisions you make.

Everything you do is a reflection of your attitude.

Like Jim Rohn says “How you do anything is how you do everything” and “Everything matters” some things matter more and some things matter less but everything you do always matters.


Micro vs. Macro thinking

Short term vs. long term.

Your daily decisions will ultimately affect your future outcomes. When you take a sales first attitude you risk the long-term consequences for your business.

When you view marketing as a cost rather than an investment you are putting your company’s future at risk.

It can be years until you see the consequences of your actions.

Build a legacy and start educating yourself on what it takes to succeed with online marketing.

Are your roofing marketing campaigns performing?
Apr 08

Are Your Roofing Marketing Campaigns Performing?

By Mauricio Cardenal | Marketing

Are Your Roofing Marketing Campaigns Performing?

There are so many marketing numbers that it can be difficult to understand what you need to pay attention to.

There is CPC, CPL, CPM, CTR, and many others.

These numbers paint a picture and tell a story of how well your marketing campaigns are performing.

A challenge that a lot of businesses face is relating these numbers to the profitability of their business.

The main objective of a business is to increase the profitability while massive providing value in terms of products and services.

For the rest of the article, I am going to explore these different numbers in your business and how it relates to your company’s bottom line.

These numbers will help you paint a picture of how well your business is performing.

Cost Per Acquisition

This number will help you determine how much you are spending in order to acquire a customer. For many service-based businesses, this number is 0 because they rely on word of mouth.

Word of mouth and referrals are great but they will only grow your business up to a certain point.

Once you’ve reached that point then you have to advertise or grow a sales team to acquire new customers.

A lot of small business owners don’t understand that the biggest companies in the world invest huge amounts of capital to acquire customers.

Dan Kennedy the famous direct response marketer always says that the company that is willing to spend the most to acquire a single customer will always win.

What this means in the roofing space is, in the long run, the roofing company that spends the most money to acquire a customer will always win.

How does that make sense?

Are your roofing marketing campaigns performing?

Think about it.

If a company is spending a lot of money and they are getting SALES as a result then they will always beat the company and grow faster than the company that doesn’t.

A company that is getting sales is building a customer base.

A customer base is one of the most valuable assets in a business.

If you are providing great service to your customers those new customers will generate new referrals for your business.

Referrals are the single best type of leads.

This is why roofing companies that have been in business a long time have a big advantage over companies that are new.

They have a larger customer base and more opportunity for referrals than new companies.

A company that is aggressively pursuing new customers will win vs. the company that stops marketing.

It’s like a race with a never-ending finish line.

In order to understand how much your company can spend on advertising let’s do some math.

What is the average transaction value of your business?

For most roofing companies, a small residential roof replacement is about $10,000 in value and about $2,000 in net profit.

Is that single customer only worth $10,000 in value? How many referrals do you get from customers?

Do you sell them other products and services?

These are the questions that you need to answer to help you determine what each new customer is worth to your business.

Once you understand the value of each new customer then you can determine how much you can spend on advertising.

There are companies that go in the red for 18 months in marketing until they acquire a new customer.

If you are just starting a marketing campaign and are already breaking even then you are doing pretty well.

Are your roofing marketing campaigns performing?

How about commercial roofing?

What is the average transaction value of a commercial roof?

100K? 200K? 1 Million?

Commercial roofing leads are incredibly undervalued.

In a lot of markets, you can get commercial roofing leads for under $100.

I know clients of mine that have had a single commercial client generate millions for their business.

A certain type of commercial client, like a property manager, can be incredibly valuable to your business.

Net Profit Per Sale

Another important number to understand is what is the net profit per sale. We run businesses and we are in it to make money.

You should do everything you can to increase the net profit per sale without hurting the volume of sales.

This means that you should implement supplement strategies to increase the transaction value.

You can sell more on value more than being known as the lowest cost provider.

Opportunity Cost

“A benefit, profit, or value of something that must be given up to acquire or achieve something else” link

When you stop advertising you give up the opportunity to get in front of new customers.

This is an opportunity cost.

The fewer opportunities you have to get in front of more customers the fewer chances you have to make sales.

The fewer chances you have to make sales, the fewer sales you’ll make.

Fewer sales mean less opportunity to grow your customer base which means fewer referrals.

In the long run, the roofing company that stops advertising will lose vs. the company that doesn’t.

You should never stop advertising. In fact, you should increase your advertising in slow economic times and during the winter.

Conversion Rates

What are the conversion rates on your marketing campaigns? On Facebook? AdWords? Website? Etc…

Have you been tracking this information?

The only way to really to track this information is to use a CRM software that lets you track the leads from all your different sources.

Too many people get hung up on what the cost per lead is in a marketing campaign. The important thing is to understand how many of these leads you are actually converting into a sale.

A $200 lead that converts 50% of the time is more valuable than $50/leads that convert only 10% of the time.

Are You Increasing Your Conversion Rates?

What are some strategies you can implement to increase the conversion rates on your leads?

Are you following up with your leads? How many times?

Most leads do not close the first time. On average takes 5-12 touch points before someone takes the first meeting.

It can take a lot more follow-ups to actually close a deal.

Typically, the bigger deals take more follow-ups. This is why commercial deals can take many months of constant follow-up before you get the sale.

You have to be relentless in pursuing these deals. One or two follow-ups will not get you anywhere.


Are you using a CRM to track your leads? If you are not then why not?

CRMs like MarketSharpJob Nimbus, AcculLynx, ClaimsExpress, and Sales Rabbit have all been proven to work

There are way too many leads that fall through the cracks in a lead generation campaign. When you track every lead you’ll convert more which means more money in your pocket.


All these numbers will help you understand how well your campaigns are performing.

There are too many contractors that never take the time to understand what these numbers mean for their business.

When you understand these numbers you will make better and more informed decisions.

To succeed in business, you have to make good decisions.

Good decisions will lead to more positive outcomes for your business.

Remember to KISS
Mar 28

Remember To K.I.S.S

By Mauricio Cardenal | Marketing

One of the biggest mistakes that contractors make in their sales & marketing is communicating in their contractor language.

Many make the mistake thinking that they are talking to other contractors instead of homeowners.

Since this comes naturally to them this is an easy mistake to make.

When you talk in the contractor language you’ll lose sales.

Talk like Donald Trump

Whatever you think of Donald Trump you have to admit that he is persuasive.

Trump was a huge underdog and political novice who shocked the world and won the election in 2016.

A big reason why he won the election was his communication skills.

Donald Trump speaks like a 4th grader.

Many people take this as a sign of ineptitude but in fact, it is the opposite.

When you speak and write like a 4th grader you know you will be easily understood.

If you want to sell/persuade people one of the first things you have to make sure is that people understand what you are saying.

People understand what Donald Trump says.

When I write copy I try to write as clearly and simply as I can.

My message will be more powerful that way.

If people understand what you are saying they are likely to take action.

Confused people don’t take action.

One of the first things I learned in marketing is that you have to lead people or else they will never take the next step.

Information overload

Another big problem is information overload.

You should only focus on the important information that will lead to a sale.

Irrelevant information can hurt your sales.

Don’t talk about things that homeowners don’t care about.

In our client’s marketing campaigns I listen to the inbound calls that our clients receive.

Many times when contractors answer the phone they start talking about some new product when the homeowner just cares about someone fixing their roof.

A homeowner or even a commercial property owner does not care about whatever new products you are selling.

Don’t get me wrong they do care about those things but it’s not the most important thing to them.

Benefits vs. Features

In sales and marketing campaigns benefits are what sell.

Benefits answer the question for the homeowner what’s in it for me?

A Feature is a factual statement about the product/service.

When you focus on the benefits of your product/service you’ll see better results.

Different drivers motivate different buyers.

Most of the time a buyer is looking for someone who is capable and reliable and get the job done quickly with the least amount of hassle.

Focus on what problems you are solving

What problems is your product/service solving?

When you focus on the problems that you are solving and communicate in a way in which you can easily be understood you’ll be a lot more successful.

What do you think a homeowner is feeling when they realize that they need to fix their roof?

For most homeowners, they know that replacing a roof will be a pain in the ass.

Remember to KISS

This makes them apprehensive about the whole situation.

They’ve probably heard horror stories from other homeowners or have had previous negative experiences with fly by night contractors.

This is why it’s important to communicate in a way that makes them feel at ease.

When they clearly understand what you are saying and when you’ve set the right expectations you’ll get better results.

Be like Bob Villa

Think of yourself as the spokesman for your company.

You are selling a product/service that has to have wide appeal. Part of that appeal is the words you use.

Explain yourself like a how a 10-year-old would understand.


In order to be an effective communicator one of the first things that you have to understand is who you are talking to.

Know your audience.

Don’t talk in the contractor language when doing sales presentations or making videos for your company.

Be like Bob Villa and try to be a spokesman for your business.

You’ll make a lot more sales.

Remember to KISS (Keep it simple stupid)

How To Separate Your Roofing Business From The Competition
Mar 03

How To Separate Your Roofing Business From The Competition

By Mauricio Cardenal | Marketing

What separates you from the competition?

There are over 24,000 roofing businesses in the USA and over 100,000 roofing contractors in the USA alone. When you compare this number to other verticals it’s a significant number.

The competition is fierce in some areas of the country, in others not so much.

How do you stand out in a sea of competition?

One of the biggest questions that you need think about is how you stand out and separate yourself from the competition.

Young people are not entering the trades anymore. Our societies have looked down upon trade and vocational schools while glorifying traditional colleges.

This has made traditional college more popular than ever for young people vs. trade schools. A lot of skilled workers left after the 2007 financial crisis and they never returned.

Even with the lack of interest with young people entering the trades the construction industry has steadily grown after the financial crisis.

We are finally seeing the 2006 construction level activity. Even with the increase in activity, there are many construction jobs that have not been filled.

Finding skilled workers remains the #1 challenge that most construction companies face.

This has inflated the demand of the marketplace. A common occurrence for many roofing companies is to turn down work because they can’t handle the demand.

This is not common for most industries in which companies are starving for new customers.

Since a lot of contractors have been in business for a long time they have relied on their old customer base to bring them, new customers.

But what happens if young roofing entrepreneurs armed with online marketing knowledge come in your city?

Even though this is rare, roofing entrepreneurs that understand the current marketplace have a huge advantage over their technically illiterate competition.

Two roofing companies that fit this description and are led by young entrepreneurs are South Shore Roof and Digital Roofing Company.

These two companies in a short time have come in their marketplace and started dominating even though they didn’t have the experience or the large customer base.

Why You Shouldn’t Rely On Referrals

Referrals are always going to be the #1 way that service-based businesses generate new customers. Referrals pay the most and are the easiest to convert.

This article is not about referrals but about separating your business from the competition. In order to stand out from the competition, you can’t do what everybody else is doing.

You have to anticipate the demands of your marketplace and really understand where you are most likely to find your customers.

Today, that is online.

Rely on Old School Methods to get by

Are you relying on old-school methods to generate business for you?

The most common way that roofing companies generate leads is through door knocking. This is still an effective strategy but is becoming more and more difficult as no solicitation neighborhoods become more common.

Besides if every roofing company is door knocking how would it separate you from the competition?


People learn through stories. If you tell your story in an engaging way people are more likely to remember your marketing message.

Branding is about standing out.

The best way to build your brand is to create real connections with your community. Some things that can help with your branding include:

  • Branded Vehicle Wraps. Here is a good video that shows you the importance of vehicle wraps:
  • Commercial Videos here’s a good example:
  • Video testimonials
  • Uniforms
  • Sponsorships
  • A Well designed website
  • Positive online reviews
    Images of you and your staff in a uniform with their trucks. This is a good example of this hereHow To Separate Your Roofing Business From The Competition
  • Viral videos

The Importance of Online Reviews

Online reviews are the modern referrals.

Over 88% of consumers trust online reviews. 9 in 10 consumers read reviews for a local business.

If you have a lot of negative reviews this will definitely affect your business.

This is because they are difficult to fake.

They provide 3rd party verification of your expertise and credibility. People are more likely to trust their peers over the word of a salesman.

There are many platforms that allow your roofing company to solicit reviews. The two main ones that I focus most of my attention would Google Reviews and Facebook Reviews.

These are the two platforms in which your prospects are more likely to find you.

Most roofing contractors I talk to have not even claimed or verified their Google My Business listing. That would be the first step.

How Testimonials Can Help You Differentiate Your Business

Nothing overcomes objections as much as offering proof of your expertise. Today people are more skeptical than ever.

Testimonials are a great way to overcome that skepticism. But, they can’t just be any testimonials they have to be done in a certain way to make a difference. In fact, testimonials that are not done correctly can negatively impact your conversions.

The best way to write a great testimonial is to use the star, story, solution format.

This is an old school copywriting strategy that will help you write an awesome testimonial.

  • Star- introduce your customer and tell who they are
  • Story- tell the story of how they found you and their previous experiences. It helps if they had negative experiences
  • Solution- tell the solution you provide and the problem that you solved

The Importance of Videos

Videos are viewed today more than ever.

Video is becoming the #1 way that people consume content.

Even though it’s easier than ever to create videos, the vast majority of roofing companies don’t even have a single video.

Videos are a great way to engage your customers and stand out from the competition.

You can use videos to teach something, to show your work, or to tell your story.

Video testimonials are better than written testimonials. People are more likely to believe a video testimonial vs. a written testimonial.

Social Media

How active are you on social media?

Take a look around your marketplace. How many roofing companies have really figured out how to use social media?

How many have taken the time to really understand what it takes to succeed on social media?

Most roofing companies, know the importance of social media but have failed to implement a plan that gets them results.

Social media is here to stay and the roofing company that implements a plan that gets them results will be a leader in their marketplace.

Facebook & Instagram dominate social media. The best way to implement a plan that gets you results on these platforms is to add value first.

Educate your audience, entertain them, and finally make them an offer they can’t refuse.

This is the best social media strategy in a nutshell.

For an example of a roofing company that is doing social media well take a look at Roofing Annex in Cincinnati

Local Community Events

One of the best ways to establish your business and stand out is to host local community events and meet the people in your community.

Nothing will replace a face to face meeting.

Even with the rise of the internet people are social creatures and crave human connections. Things that can help you in your community are hosting events like:

  • Charity events
  • Sponsorships
  • Local seminars
  • Meet-Ups

Doing all these belly to belly networking events are a great way to stand out and be known in your community.


In business, if you are not constantly evolving you are risk getting left behind.

It’s a competitive business world. Competition is fierce in some cities. For a long time, roofing contractors have relied on the fact they have been in a business for a long time and have a large customer base.

The times are changing. A young hungry entrepreneur can come to your city and take your business away. Don’t let that happen to you.

Evolve and take the next step in your business.

The importance of branding in your roofing marketing campaigns
Feb 25

The Importance of Branding In Your Roofing Marketing Campaigns

By Mauricio Cardenal | Marketing

Why You Should Not Ignore Branding In Your Marketing Campaign

The main objective for most small business owners is to generate more sales. Sales are the engine that drives business.

This is not news to anyone, especially in the roofing world. Most roofing contractors understand the importance of sales.

And in order to generate lots of sales, you need leads.

This is why for many contractors, lead generation is one of the main priorities in their business. Whether it’s offline or online most contractors already understand the importance of lead generation.

I am not going to go over the best strategies on roofing lead generation, I already wrote an article that goes over this.

If most contractors understand that the main objective is to generate more sales then why do most of them ignore branding?

In this article, I am going to analyze the benefits of branding and the importance of branding in your roofing business.

Macro vs. Micro

The main reason why most contractors and small business owners ignore branding is that they think on a micro level.

They only care about the short-term benefits of a marketing campaign.

Those that think on a macro level understand the importance of building a marketing strategy that establishes your company as the leader in their marketplace.

This means that they are patient and understand the long-term benefits of investing in their branding.

They understand that what they invest today will benefit them at a later date.

This mindset prevents them from investing in their business. They think of marketing in terms of cost vs an investment.

A cost is something that they can expense on their income statement.

An investment is a process of putting in the capital with an expected return of a profit at a later date.

Branding is an investment. Marketing is an investment.

What is Branding?

First, let’s define branding

“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association)

Branding is about telling your story in a way that separates your business from your competition.

Branding can make selling easier.

The difficult thing for most business owners is that most branding campaigns do not have a proper way to measure the ROI (Return on Investment)

Why would branding make selling easier?

Think about this for a second.

People are more skeptical than ever.

Put yourself in your prospects shoes.

There are hundreds or even thousands of contractors in most cities. There are endless choices for the consumer.

With a few taps on the phone, they can call and get a quote from anybody they want. However, for most roofing customers, they don’t want endless choices, they want someone that can solve their problem.

They are looking for a contractor that is capable, honest, and fair. Many of them have had previous negative experiences with fly by night contractors.

You have to overcome that initial skepticism and the customer’s previous negative experiences. The best way to do that is to showcase your expertise and do this in an engaging way.

Branding is about telling your story.

It’s about showing your expertise.

It’s about grabbing their attention.

Who do you think they will choose if it comes down to you (brand roofing company) vs. another company that is a ghost?

The contractor that has more proof of their expertise is going win the majority of the time.

When your marketing message grabs their attention, tells your story and provides proof of your expertise, that’s when you will start dominating your marketplace.

Branding in the Roofing Business

Ok, let’s define branding in the roofing business.

What are things that can help your branding?

  • Branded Vehicle Wraps. Here is a good video that shows you the importance of vehicle wraps:
  • Commercial Videos Here’s a good example:
  • Video testimonials
  • Uniforms
  • Sponsorships
  • A Well designed website
  • Positive online reviews
  • Images of you and your staff in a uniform with their trucks. This is a good example of this here:

  • Viral videos

If you invest in these things you will have a strong brand.

What are the benefits of a strong brand?

  • It will make lead generation easier both offline and online
  • It will skyrocket the results of your online marketing campaigns
  • It will make selling easier
  • It will get you more referrals

One last thing.

Another thing that will help your branding is attention. Attention is the #1 currency in marketing.

Even it’s negative attention this can help you get publicity.

If you manage to create a viral video this will help with branding and lead generation. For a great example, you can look Digital Roofing and watch their video on their marketing campaign

Buy a Roof Get A Gun

This video got a lot of negative attention but it put these guys on the map and most importantly it got them great results.


We have seen it over and over.

The roofing company that has invested in their branding gets better results with our services.

Those that have testimonials, video testimonials, commercial videos, etc always get better results than those that don’t.

If you know that branding will help you sell more roofs then why haven’t you started investing in your branding?

How To Use A Sales Funnel For Your Roofing Company
Jan 24

How To Use A Sales Funnel For Your Roofing Company

By Mauricio Cardenal | Marketing

How To Use A Sales Funnel For Your Roofing Business

A funnel is a set of steps that someone takes before making a purchase decision. Every customer goes on a journey before buying a product/service.

A sales or marketing funnel is a system that organizes that journey in a series of steps online.

Think about the journey someone takes before they decide to replace their roof.

Let’s say we have a prospect named Dave.

Dave lives in Greenville, and one day a hail storm passes through his neighborhood.

He knows that maybe a few roofs have been damaged but doesn’t think much else about it.

He sees an ad on his Facebook Newsfeed that makes him aware and reminds him of the recent hail storm that just passed his neighborhood.

Another storm comes in and this time there is a leak in his roof.

He needs to either repair or replace his roof.

He types roofing contractor near me on his phone and schedules an appointment with the company at the top of the search results.

He does further research and decides to contact the roofing company that had been promoting their services on Facebook. This company had been emailing him the last week since he had opted in their marketing funnel.

He gets quotes from both contractors and decides to go with the more expensive option because they had a lot more positive reviews on Facebook.

Dave then refers this roofing company to all his neighbors which have also been hit by a storm.

The roofing company gets a new customer which leads to more referrals in the neighborhood.

Visualize an actual funnel.

How To Use A Sales Funnel For Your Roofing Company

One of the biggest mistakes that roofing contractors make in marketing is just focusing on people at the bottom of the funnel.

If you only focus on people at the bottom of the funnel you will not maximize your results. Yes, you will get a lot of sales but you miss the giant opportunity to market to those people at the top of the funnel.

Those at the top of the funnel will eventually move further down the funnel when they have an issue.

And, who do you think they will reach out to when they have a problem?

They will reach out to the roofing company that took the time to educate them and makes them aware of who they were.

By investing in educating people at the top of the funnel you will build a bigger pipeline of potential opportunities.

Here are the steps of a funnel


You have to promote your services and let them know that you exist as a company. Unless you are a worldwide brand most people will not know that you exist


Once you’ve made them aware that you exist you have to pique their interest. This is harder to do today than ever before because of our short attention spans and the endless distractions in modern society.


Once you’ve captured interest the best way to build authority and credibility is by educating your prospects.

Content that can help you do that include articles, videos, seminars, and demonstrations.


Make them take the next step in your sales process by having them complete an action. This can be filling out a form, submitting their information, or having them call you.

This is usually when a prospect becomes a lead.


Once a prospect becomes a lead your company should qualify the lead and see if there is an opportunity for a sale.

You should remember that a person can skip all these steps if they have an emergency.

For example, if a hurricane blows out their roof they don’t need a lot of education. These people are actively looking for a roofer to fix their roof. Usually, in an emergency situation, the first roofing company that shows up gets the sale.

For roofers that are not in a storm environment the value first educational approach is superior to chasing people at the bottom of the funnel.

A Funnel in Real Life

Here is an example that compares the real-life funnel vs. an online e-commerce funnel. You will notice that the steps are similar. One occurs in the real world vs. the other that occurs online.

How To Use A Sales Funnel For Your Roofing Company

Marketing vs. Sales

There is often a lot of friction between sales and marketing teams. One of the biggest disagreements is the definition of a “lead.”

Some marketing people will define a lead as someone that submits a form while a salesperson will define a lead as someone that sets an appointment.

One thing that will help you make more sales is if you clearly define the steps that a prospect needs to take from prospect to customer.

For example, if you are running PPC campaigns, the main objective of your marketing campaign is to deliver inbound leads and to manage the conversion rates, the cost/lead, and the volume of leads.

When they get handed to the sales team you need to make sure that you are doing everything you can to make a sale.

What this includes is:

  • Responding to all the leads in a timely manner
  • Assigning the leads to sales reps
  • Making sure that all the leads are put in a database so they don’t fall through the cracks
  • Having a proper follow-up system in place so you can maximize your conversion rates.

Tools To That Can Help You Build A Sales Funnel

There are several tools you can use that can help you build a sales/marketing funnel. The best tool to use to build a marketing funnel is Clickfunnels.

With Clickfunnels, you don’t need a lot of technical knowledge. You can build a funnel in a few minutes

Marketing Channels

There are two main channels that your business should be using. Google and Facebook. With Google, you can focus on SEO and PPC to generate leads for your business, while on Facebook, you need to build a marketing funnel to see results.

People that find you through the search engines will be in the middle or at the bottom of the funnel.

While prospects on social media can be at the top or at the bottom of the funnel.


Most roofing customers do not buy more than once. However, if you are targeting commercial roofing clients than a lot of these clients will buy from you frequently.

This is why it’s important that you have a database of all your prospects and customers. One of the easiest ways to get more sales and target the low hanging fruit in your business is to do reactivation campaigns to your database.

These people already went through your funnel but are interested in more.


A marketing/sales funnel is a series of steps that take your prospects from the awareness stage to the customer stage and back again.

There is nothing revolutionary about sales/marketing funnels. They are just taking the offline marketing and selling systems and putting them online.

I made a video that goes over some examples on how to use a sales or marketing funnel for your roofing business.

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!

The 7 Elements of a Perfect Roofing Landing Page
Jul 21

The 7 Elements of a Perfect Roofing Landing Page

By Mauricio Cardenal | Marketing

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

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

What Is A Landing Page?

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

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

It can be to

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

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

Homepage vs. Landing Page

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

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

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

The 7 Elements of a Perfect Roofing Landing Page

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

According to Unbounce friction is defined by

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

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

In terms of copy, these elements include things like:

  • Clear and relevant value propositions

  • Lists of benefits that match expectations

  • Enough information to make a decision

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

The 7 Elements of a Perfect Roofing Landing Page

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

It can be low-tech or high-tech.

It can be many different colors or just one color.

It all depends on what your objectives are.

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

The 7 Elements of a Perfect Roofing Landing Page

#1 Conversion Focused Design

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

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

The 7 Elements of a Perfect Roofing Landing Page

#2 Strong Headline

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

#3 Call To Action

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

#4 Images

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

#5 Video

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

#6 Trust Indicators

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

#7 Benefit-Driven Copy

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

Software Recommendations


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

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

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

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

The 7 Elements of a Perfect Roofing Landing Page

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

Here is the second design:

The 7 Elements of a Perfect Roofing Landing Page


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

You can choose from over 100 different template designs.

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

What is Dynamic Text Replacement?

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


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

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


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

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

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

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

By Mauricio Cardenal | Marketing

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

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

Source 1, 2

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

Slow To Adopt

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

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

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

Enter Google AdWords.

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

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

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

The Right AdWords Strategy

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

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

Right Message Match

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

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

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

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

Attention Ratio

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

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

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

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

Not spending enough money

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

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

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

Make sure you have the right things in place

Commercial vs. Residential

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

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

Types of Prospects

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

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

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

What are negative keywords?

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

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

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

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

Keywords to use

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

Here are some examples of keywords that you can use:

Follow Up

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

According to the study done a few years ago

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

From another study

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

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


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

You can do the same.

The #1 Mistake Roofing Business Make Online
Aug 02

The #1 Mistake Roofing Businesses Make Online

By Mauricio Cardenal | Marketing

I still see it all the time. One of the biggest mistakes that roofers make when advertising online is using a homepage instead of a specific landing page for paid traffic.

It’s one of the cardinal sins of advertising online.

I am not saying that is not been said many times before. Even if the information is out there people will still make this mistake. According to Unbounce, over 98% of PPC campaigns have poor message match.

Home Page vs. Landing Page

BONUS: If you read until the end I will provide you an example of what a good roofing contractor landing page looks like

First, let’s define what a homepage and landing page are.

A homepage of a website is supposed to act like your business card or a first impression. It should contain information like:

  • What you do
  • Who you serve
  • Contact information
  • Occupies your root domain (think
  • Links to other pages on your site

While a landing page should be

  • Focused on a single and specific type of information
  • Prompt visitors to take a single call to action
  • Is designed for a specific type of traffic source
  • Major goal is to turn website visitors into leads

Each web page is best suited for different scenarios. In the rest of the post, I’ll provide compelling reasons why a specific landing page is much more effective for paid traffic vs. sending traffic to a homepage. 

If you are advertising with Adwords it can quickly get very expensive. To get a better understanding of why sending traffic to a homepage is a mistake you have to first understand the behavior of the traffic.

There several different types of traffic. Cold, warm, and hot traffic correlate to how well your audience knows your business.

You should take into account the traffic channels and how the traffic behaves for each channel. For example, Facebook Ad traffic is different than search engine traffic.

When you advertise on Facebook it’s considered disruptive advertising because you are interrupting someone’s newsfeed.

When you advertise through Adwords it’s not considered disruptive because people are actively searching for the keyword they typed.

Keywords with commercial intent provide traffic that is much further along the buying cycle. For example, when someone searches for the keyword “roof replacement Orlando” they are actively looking for roof replacement services in Orlando. 

If your ad provides them relevant information they are much more likely to click on the ad.

This type of strategy won’t work as well on Facebook because people are not actively searching for these services. However, if you have a good idea of your demographics then your ad can be effective if your message is something that interests them. 

Why sending traffic to a home page is a mistake

If someone uses Google and searches for asphalt shingles and they click on your ad which takes them to your homepage which has no information on asphalt shingles how would you think they would feel?

Free Strategy Session

You are not giving them what they want. By not giving them what they want, you, make it harder for them to trust you.

Your Google relevancy score will decrease because your ad is sending them to information that is not relevant.

Google will penalize with a lower ad score and you will get dropped in the rankings while at the same time increase your spend.

This mistake leads to frustration, negative ROI, and wasted time.

The Two Pillars of a Successful PPC Campaign

There are two main strategies that make or break a successful PPC campaign.

  1. Attention Ratio: The number of links compared to the number of calls to action.
  2. Message Match: How well your message of your landing page which includes your headlines, calls to actions, and copy matches with the keywords that people searched to land on your landing page. 

Here some examples of message mismatch. 

When I search for the keyword “roof repair Austin” I get the following results:

The #1 Mistake Roofing Businesses Make Online

Did you notice something?

All top 4 results paid to get to the top. The only ad that matches the keywords that I chose is the top Ad. Google calculated this result because it’s the most relevant.

Now, when I click on the ad I’m taken to this landing page:

The #1 Mistake Roofing Businesses Make Online

This landing page is better than the competitors in this area but it still needs some work. The message match is not the best. I don’t see the keywords in the headline.

There are also a lot of links throughout the page that will distract users. It gives a lot of general information about their services. It’s well designed but it has a lot of clutter.

Now, let’s take a look at the second ad on this search result:

The #1 Mistake Roofing Businesses Make Online

When I click on the ad I’m taken to this web page:

The #1 Mistake Roofing Businesses Make Online

This is just the home page. The copy does have the keywords  (roof repair) that I was looking for but it’s missing several things.

  • No Call To Action
  • No Testimonials
  • No Web Form
  • No Benefit Driven Ad Copy
  • No Strong Headline

To get an idea of how much money these companies are throwing down the drain, let’s take a look at the suggested bid for these keywords. I searched for “Austin roof repair” and got the following results:

The #1 Mistake Roofing Businesses Make Online

The average CPC (cost per click) is $15.50. Let’s say that the average conversion rate of a landing page is 5%. A good landing page should have between 20-50% conversion rates.

This means it takes about 20 clicks for a conversion. 20 multiply by $16 and the average cost per lead for this keyword is $320.

And, the best part is that this landing page doesn’t even have a call to action. This campaign is literally throwing money down the drain. If you just increase the conversion rates of the landing page by 5%  you’ll decrease the cost per lead to $160.

Are you beginning to understand the power of conversion optimization?

Now, let’s take a look at the fourth advertorial in this search query:

The #1 Mistake Roofing Businesses Make Online


This time the keyword “Roof Repair” appears in the headline, but it’s missing the keyword, Austin. When I click on the ad I’m taken to this landing page:

The #1 Mistake Roofing Businesses Make Online

It’s clean and simple and the message matches much better with the keywords. It has the benefit-driven copy, trust elements, and a single call to action. The only thing missing is a few testimonials that will add trust to the message.

Of the three landing pages that I examined, I like this one the best. The first one is full of clutter, the second is a disaster (straight to the homepage), and the third is the cleanest.

What makes a good landing page?

I won’t go into all the details on what makes a good landing page. I will save this for another post. But for now, I’ll provide you with the two main elements of a high converting landing page.

Conversion focused design and benefit-driven copy.

The design should consist of the following:

  • Your Buttons and Call to Actions should stand out
  • Keep your Call to Action above the fold
  • Use trust indicators like testimonials, press mentions, and guarantee seals
  • Images and video should be related to the copy

For the copy it should consist of:

  • Benefit Driven Copy- What’s in it for them?
  • Attention Grabbing Headlines- Your Headlines should grab attention and make the visitor read more
  • Strong Call Action

See an example of a roofing contractor landing page done well


Overcoming laziness

How do you feel about homeowners inspecting their own roofs? Do you think that’s a good idea?

Do you think they can miss something?

It’s the same effect when you are trying to do the marketing yourself or hiring an intern to do the other work.

Pros hire other pros. It’s as simple as that.

Let me tell you a secret.

It doesn’t matter what channel you choose to advertise online. They all work.

You just have to implement the right strategy for each channel and you will get a solid ROI. 

And, the only way to figure out the best strategy for your business is to invest thousands of dollars in learning to do it yourself or hiring someone else to do it for you.

If you want to take a shortcut and increase your level of success you should hire someone who has done it before.

And, sending traffic to a homepage is something that you need to avoid.


In summation, don’t make the silly mistake of sending paid traffic to a homepage. You are throwing your money down the drain.

If you want to maximize your ROI you should be sending your paid traffic to multiple landing pages that primarily satisfy two requirements:

The right message match and a simple and clean attention ratio.

PPC campaigns on Facebook and Adwords are expensive and competitive in the roofing industry. You want to maximize your dollars never send paid traffic to a homepage.

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